|
OBJECTIVE:
Decrease reliance on live Call-center service
representatives (CSRs) and reduce expense by moving
transactions into a lower cost delivery channel like
your automated phone system. To
identify "potential" CSR abusers, two data
points are examined -- monthly CSR use and monthly
AVRU use (AVRU stands from Automated Voice Response
Unit). This query will find all customers who use live
CSR operators at least two times per month, and have
not used automated phone banking. The query is
executed at the household level: 
In
this example, 2,066 accounts in 608 households were
found.
A
corollary to this tactic is to identify AVRU users who
still rely on call-center operators for routine
transactions. Since they are already somewhat
weaned, why not target them for even more AVRU
use? The same two data points are examined, but
this time any value greater than zero in the
AVRU_Monthly
field is sought. This signifies that they
use AVRU at least once, and perhaps several
times each month in addition to using live operators
at least once a month:
This
query found 917 accounts in 251 households.
IDEAS:
-
Educate
users about faster service (as in no hold time)
when using automated phone banking.
-
Charge
a fee for using a live Call-center operator. Fees
typically range from $0.50 to $2.00 per use.
One RFG client
reported that moving to a fee structure saw its
call abandonment rate at the call center drop by
41%, and a 33% rise in AVRU usage.
-
Promote
your Phone Banking phone number on statements, on
your web site, and in the lobby.
-
If
all your customers have a debit card, make the PIN
number for phone banking the same as the PIN for
their debit card, thereby removing the tedium (and
consequent barrier) of setting up and awaiting a
Phone Banking PIN number in the mail.
-
Print
the AVRU phone number on the back of debit and
credit cards you issue. United Mileage Plus
Visa cardholders use the back of their credit
cards to reference United's AVRU Flight tracking
system phone number as well as their Reservations phone
number.
CAVEATS:
Be careful about over-charging for live call-center
operator use. You may also wish to make this a
no-fee perk for your
top relationship tier, and/or high-balance households. Click
on your browser's Back
button to return to previous page.
|
-
-
-
-
