Digital technology is booming, but it cannot completely replace the role of humans in customer service. Therefore, contact centers will remain the core foundation for delivering customer satisfaction in the future.
By neglecting the Contact Center in the digital transformation race, banks are actively undermining the customer experience.
The pace of digital transformation is becoming a wave that is changing the operating models of many banks: faster, more cost-effective, and smarter. However, businesses should not get caught up in the race toward digitalization and forget that traditional channels also play a crucial role in the customer experience.
According to a global digital banking survey conducted by Deloitte, Contact Centers remain the most common point of contact between customers and businesses when issues arise. Up to 521 customers reported lost cards through Contact Centers, while 421 reported transaction disputes and complaints.
It can be seen that when customers are in a negative state, they will choose to contact the call center to have their issues resolved. These figures demonstrate the importance of the Contact Center in the customer experience.
However, the customer satisfaction rating for the banks' contact centers is the lowest compared to other touchpoints (online banking, mobile banking apps, ATMs, and branches).
According to the figures above, it must be objectively assessed that the Contact Center is the point of contact with customers the most, but the satisfaction score is the lowest. The reasons for the low score may be due to:
- The call center is receiving a large volume of calls, making it impossible to connect to an operator.
- Long waiting time
- The problem remains unresolved.
- Personnel handling procedures are not yet refined
- Customer interactions are not personalized because the system is not fully updated with customer data and transaction history across multiple channels.
What is the key to improving customer satisfaction when experiencing banking services?
It is time for us to take a clear-eyed look at the "key" role of the Contact Center in customer experience services in the banking sector, as well as reassess the effectiveness of the current Call Center operations.
The effectiveness of a Contact Center is a combination of two core elements: people and smart technology.
After all, when customers encounter a problem, they still prefer to communicate directly with people rather than machines. People have emotions and can empathize, understand, soothe, and guide customers' moods, something machines cannot do.
With in-depth understanding of the current challenges facing the industry, Bellsystem24 Vietnam has consulted on and implemented numerous high-quality Contact Center projects, receiving positive feedback from many banks over the past 16 years. Many banks have become long-term partners of Bellsystem24 Vietnam.
Proud of its professional workforce, trained in customer service and equipped with cutting-edge technology, Bellsystem24 Vietnam has delivered significant improvements in customer experience metrics right from the first call.
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Along with Contact Center, Bellsystem24 Vietnam supports businesses in implementing a variety of other services to increase revenue and enhance customer experience, in line with digital trends, such as: Multi-channel sales, Telesurvey, Measure NPS and CSATMulti-channel customer care, Tailored CRM, electronic Know Your Customer, Self-service Interactive Voice Response…
Contact Bellsystem24 Vietnam for consultation!
Hotline: 1900 1739 | Email: contact@bell24vietnam.vn
