The Financial Brand Insights - Fall 2021

” By 2025, 40% of customer service organizations will be profit centers , making them the leaders in digital customer commitment.

HowTo Transform Your Contact Center to the Center of Excellence

By Ailleron

Global Overview

Today, customers regularly contact banks using many different communication channels, sometimes alternating between them or using several simultaneously. Customers want consistency regardless of the type of communication, and so a well-integrated omnichannel system is needed to ensure that continuity is in place. The chain of events set in motion by Covid-19 has transformed the way clients relate to banks. The digitization of banking services and remote communication technologies has sped up. Customers who preferred face-to-face interactions with a bank employee were obliged to seek connection with customer care via a contact center due to the limited availability of physical communication channels, such as branches. The pandemic helped usher in new digital consumer behaviors such as online shopping and banking. A whole consumer segment is only now beginning to use digital channels as their primary —and frequently only—point of contact for

customer support. According to Forrester , clients who used digital channels for the first time during the pandemic will continue to do so, resulting in a 40% rise in digital interactions. Although the industry’s conventional contact channels are gradually re-opening, the use of digital channels will remain a permanent feature of the banking environment. As a result, it will be critical to utilize the current physical resources of facilities skillfully in this ‘new world’. According to Forrester Research, more than 30% of institutions with physical branches would rethink the role of branch staff, with one of their responsibilities being to manage digital consumer inquiries. Create a Center of Excellence That Supports Customer Experience Aggregated channel organizations can achieve significant diversity while enhancing customer satisfaction by 15 to 20%, lowering service costs by 20 to 40%, and increasing conversion rates and growth by 20%. By 2025, 40% of customer service organizations will be profit centers, making them the leaders in digital customer commitment. At the same time, proactive (outbound) interactions with customers will outnumber reactive (inbound) contacts. As a result, it will be critical to developing a new customer service model that combines proactivity, automation, and expert customer care.

” Clients who used digital channels for the first time during the pandemic will continue to do so, resulting in a 40% rise in digital interactions. - Forrester Research

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THE FINANCIAL BRAND INSIGHTS FALL 2021

THE FINANCIAL BRAND INSIGHTS FALL 2021

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