In a rapid changing multi-channel banking industry contact centers must transform their operation or face obsolescence. Those that do can play a critical role in improving customer satisfaction and loyalty and generating revenue.

1. Transforming the Contact Center in a
Multi-Channel Banking Organization
Simon Angove
SVP & GM, Retail Financial Services
Verint Systems
October 2012
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2. Changing role of the contact center
Due to changing customer behavior and evolution of technology, role of the
contact center changing significantly and becoming more complicated
• Routine transactions migrating to other channels
• Shifting to more complex sales and advisory interactions
• Increase in email, web/chat, mobile and social media
• Customers expect a seamless multichannel experience
• Need to reskill and retool contact center workforce
• Continued pressure to reduce or contain operating costs
• Regulatory compliance a significant burden
Are you experiencing increased complexity in your call center?
No
Yes
0% 10% 20% 30% 40% 50% 60% 70% 80%
Source: ICMI, Leveraging Complexity: Trends for Future Success in the Contact Center, 2012
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3. Voice of the customer analytics tools listen
across channels
Leverage survey, text analytics and speech analytics tools to glean customer
insight and proactively respond to issues and opportunities
What do customers tell us in conversations What do customers tell us in
they initiate with us? conversations we initiate with them?
Phone Calls
IVR Surveys
Chat Relationship
Surveys
Transactional
Email Surveys
What do customers say about us in conversations we don’t even know about?
Web Social Media Blogs & Communities
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4. Integrated listening strategy
Combination of different “listening” tools to collect and analyze customer sentiment
Survey and behavior indicators show Speech & Text Analytics dig into
a spike in customers saying they are survey comments to clearly show
“not at all satisfied” why customers aren’t satisfied
Analysis of call center recordings Bank makes operational changes
exposes what customers are saying and surveys sent to panels
about these topics determine the effectiveness
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5. Re-skill and re-tool the workforce
Contact center agents must be equipped to handle more complex interactions
and varied multi-media channels
• Hire high caliber multi-skilled agents
• Invest heavily in training and elearning
• Deploy knowledge management systems
• Leverage process analytics and automation
• Shift to customer-focused performance metrics
• Align compensation and incentives
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6. Improve process effectiveness through
desktop analytics
Leverage desktop & process analytics and agent desktop tools to reduce
variation in process execution and increase agent productivity
1. User opens the
CRM system
2. Fire a trigger
prompting a message
based on customer’s
profile
3. Automatically force
the referral application
open
4. Populate the
referral application
with the relevant data
from the CRM system
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7. Leverage workforce management practices
to reduce operating expense
Workforce management has evolved beyond the basics of forecasting and
scheduling to include practices that can further improve agent productivity
• Multi-skilled agents Contact center operating budget
• Multi-media blending
• Home-working agents
• Virtual contact centers
Other
• Enterprise contact centers expenses, 34%
Salaries, 66%
Source: ContactBabel, The US Contact Center Decision Makers’ Guide, 2012
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8. Integrate contact center with other channels
Integrating the contact center with other channels can support delivery of a
seamless multichannel customer experience
• Visibility to the customer journey Cross channel journeys
• Route work to most appropriate channel
• Proactive outbound customer outreach
• Web integration via click-to-call and chat
• Social media hub for enterprise
• Video bankers and tellers
• Outbound calling for branch appointments
• Share resources between channels
Source: BANKNXT, The Multichannel Banking Challenge, 2012
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