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Case Study: Transforming Customer Service for One of the Top 4 Largest Banks

Writer's picture: Nhi HongNhi Hong

Updated: Jan 17

Client Overview:

One of the top 4 largest banks in the country faced critical challenges in their Customer Service Center. The center was overwhelmed with an average of 600 to 700 calls per day but had a pick-up rate of only 30%. With a small team of 10 staff working from 8 am to 5 pm, the bank struggled to manage customer interactions effectively, resulting in high customer dissatisfaction and abandoned calls.

Client’s Goal:

The bank aimed to significantly improve their customer service operations by increasing the pick-up rate, expanding service availability, and reducing the number of abandoned calls. They sought to transform their call center into a highly efficient, customer-focused operation that could handle increased call volumes and provide comprehensive support.

Our Solutions: Process Design & Optimization > Customer Service Workforce Expansion

I. APPROACH

We conducted an in-depth analysis of the bank’s current customer service operations, identifying key areas for improvement and opportunities for expansion. Our approach focused on expanding support content, implementing automated systems, and optimizing staffing to create a seamless and efficient customer service experience.

II. EXECUTION

1.Expanding Support Content

Enhanced the range of services offered by the call center, allowing customers to perform transactions over the phone, such as cash reconciliation when discrepancies occurred between ATM withdrawals and account balances.

2.Implementing IVR Automated Enquiry System

Deployed an Interactive Voice Response (IVR) system to enable customers to access account information without human assistance. The IVR system was expanded from 1 line to 8 lines, significantly reducing the load on customer service representatives.

3.Expanding Call Center Functions:

- Introduced telesales functions to proactively reach out to customers for upselling products and conducting "happy calls" to ensure customer satisfaction.

- Implemented a telecollection service to remind customers of overdue payments up to 45 days, improving the bank’s collections process.

4.Operational Improvements:

- Transitioned from a single shift to a 24/7 support model, ensuring round-the-clock customer service.

- Expanded the team from 10 to 250 staff, operating in shifts to handle increased call volumes and provide dedicated support.


III. RESULTS

The transformation of the Customer Service Center led to remarkable improvements:

1.Call Volume Increase: Daily support calls increased from 600 to 15,000, demonstrating the enhanced capability and helpfulness of the call center.

2.Service Rate Improvement:

- The rate of answered calls surged from 30% to 95%.

- All previously abandoned calls were re-contacted within 30 minutes, ensuring no customer query was left unresolved.

3.Operational Expansion:

The team size grew from a small group of 10 to a robust workforce of 250, operating in shifts to provide 24/7 support.


IV. CONCLUSION

Through strategic restructuring, process optimization, and leveraging automation, the bank's Customer Service Center was transformed into a highly efficient, customer-focused operation. This overhaul not only increased customer satisfaction but also significantly expanded the bank's capability to handle a higher volume of customer interactions efficiently.

This case study exemplifies how targeted improvements and a customer-centric approach can lead to substantial operational gains and enhanced customer experiences.

 

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