CUSTOMER PROFILE

THE CHALLENGE

With approximately six million credit card and account holders, CTCB’s contact center provides service 24 hours a day, seven days a week, with over 450 agents handling more than 15 million voice and email interactions annually. Since about 15% of CTCB’s customers contact the contact center on an annual basis, the role of the agent as the front-line interface with customers is critical to reach its goals of customer care and retention.

CTCB’s Customer Service Center wanted to ensure that agents were following the required service procedures and applying well-honed skills for problem solving and communications. They sought a solution to improve agent quality of service and increase customer satisfaction and retention. In addition to supporting customer inquiries and solving potential grievances of consumer finance clients, they also wanted to measure agent performance according to cross-selling performance parameters. The ultimate goal was for CTCB to gain more customer insight about their offerings and tailor them according to customer requirements.

THE SOLUTION

NICE Interaction Management enabled them to record 100% of their customer interactions and capture the voice of the customer. To leverage the valuable information contained in these interactions, CTCB implemented NICE Quality Management to detect the signals and warnings at every communication touch point, monitor agent performance and understand the customer experience.

NICE Quality Management enabled them to predict customer requirements and points of frustration by analyzing the root causes of customer dissatisfaction during interactions with the contact center. CTCB was then able to take proactive measures to address these issues and prevent them from becoming widespread. For example, the quality process identified that customer frustration stemmed from inaccuracies arising when their customers wanted to change addresses. The requests were not processed correctly due to pronunciation issues or typos. Equipped with this insight, CTCB changed their process by developing a series of post-service confirmation emails to prevent these types of service errors. In addition, to ensure that the customer’s request was accurately fulfilled, the email also enabled them to present more information to customers and enhanced the service delivered.

CTCB also recognized the value of NICE solutions to boost revenue. By leveraging the information acquired from their customer interactions, they were able to identify potential sales opportunities. Thorough analysis of their customer’s purchasing history and transaction logs enabled them to determine potential customer needs as well as create sales opportunities at every touch point. To better familiarize their agents with the customers, they tagged customers that were ripe for a sales opportunity. When the customer contacted the contact center, the system would automatically remind agents to take cross-selling action by flagging appropriate customers. By providing accurate data, CTCB was able to help their agents improve sales by a compelling 24% and also increase customer satisfaction by 3%.

To gain further insight into the customer’s perception of CTBC’s service offering, the bank launched a “Listen to the Customer” project. “Listen to the Customer” enabled product managers and executive management to experience the customer’s interaction with the contact center and determine the best actions based on customer opinion. Using NICE, CTBC was able to provide real-time voice records and screen capture during the interaction.

“NICE’s solution is not just a quality monitoring system for the contact center, it is also a major tool that marketing planners and process owners in the organization use to understand customer insight,” explained Mike Hung, Quality Manager. “We can now bring the voice of the customer into the company as critical input to instruct service design.”

CTCB’s commitment to providing exemplary customer experience is deeply embedded into their corporate culture. Integrating NICE solutions into their customer experience initiative has enabled them to leverage the voice of the customer to considerably improve the quality of their service, gain essential customer insight into their offerings, and ultimately increase revenues.