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• W2994256722 abstract "call center is increasingly becoming a linchpin of the bank. Here's how to give it staying power. At a time when the banking industry's reliance on remote channels to drive revenue is increasing, too much and too little has probably been said about what it takes to run effective call centers. Everyone discusses the fact that systems are notoriously difficult to integrate, and that tough data-handling requirements have stymied banks from building better mousetraps. Such call center dysfunction is the stuff of anecdotal accounts at conferences and occasionally gets a mention or two in the trades. Less delved into, however, are the cultural and personnel challenges facing call centers as they migrate from the cost to the revenue side of the balance sheet. As an example of this, Andrew Pohlmann, vice-president and direct banking product manager with Old Kent Bank, Grand Rapids, Mich., notes that banking call centers have traditionally been viewed as a distant affiliate of the organization, rather than a division on par with, say, mortgage or commercial lending. not exactly an ugly step child, call centers are typically viewed as separate from the bank with different measures of success, Pohlmann suggests. atmosphere of the place is typically different from the rest of the bank as well, with casually-dressed employees and a migratory air. High churn is the norm. [At the typical institution] there hasn't necessarily been a sense that the call center provides a career path within the bank, he says. At Old Kent--a $13 billion assets institution that has, in recent years, grown dramatically by acquisition--the call center has been empowered by senior management to be a hub that supports an increasing array of products and services, with positive results. Other banks will have to think in similar terms, because call centers are being asked to support such diverse products as credit cards, home equity lines of credit, mortgages, as well as new channels like the Internet. To do so, bankers need to take a 360[degrees] view of their customers and operations and strategize accordingly, say experts that attended ABA's recent Call Center Conference in Washington, D.C. Get these four steps right--and you'll run a better call center. Admittedly, it's easier said than done. 1. Integrate the tools, process, and people to know your customer. Before all else, the call center needs to be set up correctly. Equipping a call center for success extends well beyond selecting telecommunications gear to choosing suitable customer management and workflow tools. It also requires a little insight. If you don't have a business plan in place and a sense of your time and cost constraints, your call center will run into trouble, says Raymond Stringham, senior manager and practice leader of the National Call Center Consulting Group. When initially equipping a call center, a bank needs to consider what types of products will be marketed and whether an in-bound or out-bound operation will best serve the bank. Management then needs to define the workflow requirements associated with each call; this will impact what software is chosen. If a customer calls about a credit card, you need to know in advance how that conversation will be handled by the agent and what information will need to be accessed during the discussion, says Stringham. The organization also needs to know how to handle closure and follow-up. Despite the fact that the typical call center costs $60,000 per agent, many banks equip first and ask questions later. Without knowing exactly what they'd like to accomplish, banks become vulnerable to the claims of vendors, which can be anything from mildly inflated to outright misleading. Six different vendors with six radically different approaches to getting work done will all tell the same story about what their system can do, says David Miner, a former banker and senior product marketing manager of CRM equipment for the financial services industry at Oracle. …" @default.
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• W2994256722 title "Get These Four Right-And Run a Better Call Center" @default.
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