Case Study: Call Center
In my previous life at the bank, we had a unique case that I always like to share to show the power of our services. Its pretty amazing and I hope you enjoy.
Let me set it up. For years, my responsibility was everything but online banking. Yes, we had input on the design but overall, it was handled by a completely separate group at the bank. Once the online banking became part of my responsibility, we made an effort to meet with the call center monthly and review complaints by volume.
One of the first issues to bubble up from these meetings was that we were receiving a high number of calls regarding the password reset for online banking. People were locking themselves out and calling in to get help. I will rough the numbers here but they were somewhere in the 5000 calls a month range and averaged over 15 minutes in length. That is a lot of time lost once you determine the hourly pay and the amount of productivity lost. Somewhere around $85,000 a month in lost productivity dollars.
We went to work. We listened to our customers to determine the issues, did focus groups and usability studies to review our solution and make sure we knew that it would be effective. These simple tactics proved very effective and cut a 19 step process down to 3 very intuitive steps.
It only took roughly 3 weeks of work and limited development time to implement the change. Once changed, we monitored calls through the call center and analytics to make sure that we didn’t miss something.
In our next months review with the call center, analysis showed that we had reduced the number of calls for password reset to nearly 1000. Further analysis showed that the reduction had resulted in around a 60-70k a month productivity save for the company. Not to mention the customer satisfaction measures increased significantly for our online channel over time.
These results were incredible and show that using the right processes and techniques can make a significant difference to your bottom line while increasing satisfaction.
Tags: bank, Birmingham AL, call center, focus groups, intuitive, online banking, password reset, productivity savings, usability study