Back to Case studyA Major Public Sector Bank of India Transforms its Calling Operations for Customers with TTBS Smartflo
ShareIntroduction
The organisation is a nationalised bank headquartered in Gujarat. It is the second largest public sector bank in India with more than 150 million customers. Established in 1908, it grew domestically until World War-II after which the bank’s presence also expanded to some African countries. In late 1950s, a branch was established in London.
With centres across 17 countries, the bank has now become a distinct representation of India’s BFSI industry at global level. In addition to traditional deposit and loan solutions, it offers a host of services for investment products such as mutual funds and saving schemes launched by the Indian government. It is a trusted provider of general, life and health insurance services.
Keeping pace with Digital India initiatives, the bank offers tech-rich products and services to build optimum customer experiences. These include, but are not limited to, secure internet banking, WhatsApp banking, FASTag solutions, merchant gateways, and also wearable contactless payment solutions through a smartwatch.
Business Challenge
- Inefficient manual outbound campaigns - The bank needed an automated solution since its attempts to connect with customers and generate leads with manual dialling was time and resource consuming.
- Spiralling maintenance costs – As the legacy contact centre set up comprised a number of handsets and cabling, they had maintenance costs which could only be reduced by moving the infrastructure to cloud.
- Privacy and security issues – The bank needed high standards of security with encrypted communications, whether it was contacting a customer for existing account related matters, or for new service offerings.
- Need for visibility into campaign productivity – Team leaders had to keep a record of staff productivity and needed a portal to check on how well were the calling campaigns performing.
TTBS Solution
To help the bank provide an automated outbound voice calling facility and IVR-based inbound calling service, Tata Tele Business Services (TTBS) offered its cloud telephony platform Smartflo. In this virtual contact centre setup, a campaign manager could upload the lead list on Smartflo and then initiate the call flow. When a number was called, a pre-recorded automated message would inform the customer/lead as to where was the call from (in this case – the bank), and the purpose of the call.
If the person being contacted wanted to go ahead, they could receive more information via another automated message or a human agent. And if the call was not answered, Smartflo made another attempt for a contact after a specified time gap.
The deployment was fast and efficient as per the processes, and our team utilised the existing PSTN infrastructure and internet service to activate it. With its customisable IVR menu, Smartflo also made it easier to handle the incoming calls as they could be directed to specialists on the basis of inputs provided by callers.
The solution enabled the bank to get over the issues it had been facing in the legacy contact centre environment:
- Smartflo’s click-to-call helped to cover a bigger number of customers in less time, and human errors in dialling a number could be avoided. Solution Highlights
- Agents now had a feature-rich calling application that could be used from any device with just a headset plugged in – it helped to reduce the costs of maintaining disparate phone sets.
- Only authorised users could log in to Smartflo through a multifactor authentication (MFA) process, and all communications were secure end-to-end with 128-bit encryption.
- Team leaders had a portal to view the results of calling operations for any given day – the number of calls made and received, the login hours for each agent, and the calls on which agents were able to convert leads into customers.
Benefits
- More productive outbound campaigns with automation of calls via preloaded lists and scheduled call backs where required
- Robust security layers comprising MFA-based logins and encrypted communication
- Improved customer experience built by higher availability of services and quick call routing to concerned departments
- Reliable business continuity built by SLA backed high uptime, roundthe-clock monitoring of service by TTBS and ontime resolution of technical issues
- Fair performance reviews on the basis of recorded conversations that can be played back to agents during feedback sessions
- On-demand scalability to handle bigger call volumes in line with expansion of business services
