提升客服中心經驗 是由出版商Datamonitor在2011年03月所出版的。
這份英文市場調查報告書包含Pages: 47 價格從美金3450起跳。
客服中心目前為最重要之銀行經驗，分行雖受網路管道之風行威脅，但消費者認為現今電話銀行仍為便利管道。客服中心隨技術發展，多管道經驗仍具重要地位。
本報告為，探討提升客服中心經驗相關消費者趨勢，並匯整今後隨技術發展之電話銀行發展、全球最佳實踐等，以下列摘要形式闡述。
第1章 概要
第2章 實施概要
第3章 消費者經驗評估
- 何謂客戶經驗？
- 滿足客戶經驗之重要性
- 金融供應商有必要提升客戶經驗提供之品質
第4章 客服中心之效能分析
- 客服中心發揮銀行及客戶間重要作用
- 電話詢問雖重要但於分行管道並不普遍
- 客服中心之客戶服務面臨之未來挑戰カ
- 使用客服中心之客戶對通話時間長度不滿
第5章 未來之客服中心
- 隨技術發展，客服中心之約束將比現在更自由
- 戦略1：等待時間之改善
- 戦略2：促進客戶參與必須提供人性化客服中心經驗
- 戦略3：改善員工教育及資訊提供
附錄
Abstract
Introduction
The call center remains an important part of the banking experience. Although
it is generally less popular than the branch and has been eclipsed in some
areas by the online channel, consumers remain comfortable with the convenience
of telephone banking. Technological advances mean that call centers will
continue to develop going forward and will remain a key part of a
multi-channel experience.
Features and benefits
• Uses Datamonitor' s proprietary surveys to gain insight into consumer
attitudes and behavior towards the call center channel.
• Investigates the future direction of telephone banking as technology
develops.
• Provides case studies of best practice examples from across the
globe.
Highlights
Despite advances in other channels, consumers and financial services providers
agree that call centers remain an important part of the overall banking
experience. For banks the call center is an important channel of interaction
that permits closer contact with customers. Strategically this allows them to
drive consumer loyalty and cross-selling.
As a result of greater automation and the standardization of services,
companies may be able to use customer service as a way of marketing themselves
and competing with others. However, social media can also publicize negative
feedback, and companies which do not improve their call center offering may
find themselves at the sharp end of criticism.
Technological change is likely to see a reversal of the need to group all
call center staff in the same location. Call center agents are more likely to
be able to work from home or even on the move due to the normalization of high
speed Internet connections. The caller could be directed to a customer service
representative located nearby.
Your key questions answered
• Understand what consumers value in the call center channel.
• Acquire insight into the possible future direction of the call
center.
• Read case studies of financial services providers that have brought in
innovative ideas regarding the call center channel.
Table of Contents
Executive Summary
Call centers play a vital role for banks and their
customers
Telephony remains important but is generally less popular
than the branch channel
Consumers seek direct human contact when
applying for a mortgage
Call center customer service faces some challenges going
forward
Consumers in the UK and the US are more
likely to feel that the call center service has deteriorated
Technological advancements will liberate call centers from
their current confines
Social media is likely to drive up the
need for excellent customer service
Voice biometrics is an area being trialed
by some financial services providers
OVERVIEW
Catalyst
Summary
EVALUATING THE CUSTOMER EXPERIENCE
What does customer experience mean?
The evolution of customer experience
The importance of generating a satisfying customer
experience
Providers are starting to focus on
customer experience management
Most banks now have extensive programs in
place to monitor customer satisfaction
Customer loyalty is the key to
profitability
Financial providers need to improve the quality of the
customer experience they provide
There is much room for improvement in the
standards of service that banks provide
Banks should focus on differentiating
their customer experience
Creating an attractive customer
experience can enable banks to charge a premium for their offering
EXAMINING CALL CENTER PERFORMANCE
Call centers play a vital role for banks and their
customers
Call centers are being used to drive
loyalty
Cross-selling opportunities exist but
financial institutions need to be careful how they use them
Telephony remains important but is generally less popular
than the branch channel
Consumers seek direct human contact when
applying for a mortgage
Online is the chosen platform for
unsecured personal loan applicants
The telephone channel has an older age
profile than the other main arrangement channels for unsecured personal
loans
Consumers overwhelmingly resort to the
telephone for assistance with financial products
Banks should ensure that their staff are
knowledgeable and helpful to maintain customer satisfaction
Call center staff should be trained
thoroughly, as the telephone is the most efficient channel for resolving
queries
Call center customer service faces some challenges going
forward
Consumers in the UK and the US are more
likely to feel that the call center service has deteriorated
Consumers would be happy with better
service even if it meant having personal details stored
Telephony fits in with consumers' desire
for a multi-channel experience, but the branch remains key
In Australia an eagerness to satisfy the
customer could lead to an increase in call center fraud
Call length remains a frustration for consumers when
dealing with call centers
Waiting time is the biggest drawback for
customer service on the telephone
A more efficient call center process
would suit consumers who generally face time scarcity
Automated telephony remains an issue for
consumers, with many resorting to speaking with advisors to resolve their
concerns
Complaints to call centers have risen
since the recession began, as overall consumer dissatisfaction remains
high
THE FUTURE OF CALL CENTERS
Technological advancements will liberate call centers from
their current confines
A move towards greater automation is
likely to see call centers becoming increasingly dedicated to sales
Call centers will be able to use
technological advancements to improve the service offered
Call centers may become decentralized,
leading to considerable cost reductions
Social media is likely to drive up the
need for excellent customer service
Customer analytics remain a fundamental
part of the call center offering
Strategy one: improve waiting times
Call centers arranging to call back can
be more convenient for the consumer
Bank of America is winning awards for its
"contact center" business
Sberbank is looking to improve the
customer experience by connecting customers to call center operatives through
various means
Strategy two: humanize the call center experience to drive
consumer engagement
Australian insurer AAMI pledges to offer
the chance of a real person to speak to 24/7
ANZ is differentiating itself through its
call center offering
Handelsbanken has moved away from the
call center model entirely
Crédit Agricole offers British
expats a call center service in English
Strategy three: improve the education and information
available to staff
The Royal Bank of Canada encourages a
high level of expertise among its customer service representatives
HSBC' s "One HSBC" campaign is a
multi-channel program that promotes an aligned customer experience
Voice biometrics is an area being trialed
by some financial services providers
APPENDIX
Supplementary data
Optimizing Call Center Performance
chapter
Definitions
IVR
Methodology
Further reading
Ask the analyst
Datamonitor consulting
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