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y A new Customer Services Division, incorporating a customer call centre, to be established to spearhead
the drive to put customer at heart of business.
y Better quality of service would come from:
y Competent and informed management continually researching ¶customer satisfaction·
y Staff training programs
y Empowerment of staff at their desktop
y Support of above with suitable technology

y Significance of the call centre:

y Call centre agents would affect, influence and measure customer·s perceptions about the
organization.
y áhe call centre established was called ´áhe Carelineµ , with following objectives:
y Customer Retention :
y Strengthen relationship with those customers who rarely visit a branch after initial purchase
y Customer Orientation :
y áo introduce into Head office the process, attitudes and skills needed to meet customers·
changing expectations about service delivery
y Reduce Operating Costs:
y áo identify opportunities to streamline work flows.
y Low balance/ high transaction customers
y Shifting emphasis to ¶proper· savers and investors who find telephony as much more
convenient
y Retail funding challenge
y áo grab a share of the postal/ telephone products business
y áo meet above objectives, there was a need to implement an operational CRM and workflow solution .
y áhis system will become a single point of access, input and update of all customer information.
y Need for an Iá based CRM system

y Absence of such CRM solution will lead to following problems in the Call Service Centre:
y Higher agent costs and lack of efficiency savings : due to manual processes
y Little support for building customer relationships : system becomes reactive instead of proactive
y Little support for generating revenue: inability to identify opportunities
y Inconsistent call handling : difficult to manage caller·s experience and performance
y New channels are held back : loss of flexibility in the manual systems

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y Complete contact History functionality and flexible task management

y Unified, consistent and updated customer information across all channels and customer touch points

y Customer centric focus

y Increased level of service quality and reduction of cost

y Easy and comprehensive capturing of customer information

y Increased effectiveness of customer acquisition and retention program me.

y Offering end to end customer management

y Flexibility to accommodate future changes in business strategy

y Easy integration with other acquired systems and support existing and future channels for sales and service by building future
proof customer service infrastructure.
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y Speedy recovery of returns well in advance of implementation of rest of its change program me

y Understandable and usable

y Specialist financial service focus

y Ability to integrate with legacy ICL mainframe environment

y Potential for incorporating channels in future

y Rapid deployment capability