| Snapshot |
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BRAC Bank Limited is a pioneer in SME banking in the country and one of the fastest growing banks in Bangladesh. It has a customer base of 400,000 growing at an annual rate of 45 percent. The bank serves 100,000 SME customers and 50,000 NRB remittance customers. The bank's footprint has grown to 27 branches, 2000 POS, and 37 ATM sites across the country.
BRAC Bank offers its customers banking products such as remittance services, credit cards, loans, debit cards, fixed deposits, and more.
In the years ahead, BRAC Bank expects to introduce many more services and products as well as add a wider network of SME unit offices, retail branches, and ATMs across the country.
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| The Challenge |
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| BRAC Bank has a Call Center in Dhaka, Bangladesh. With a rapidly growing customer base, the bank wanted a comprehensive Contact Center solution that would optimize customer interaction via phone, fax, or e-mail. Its objectives were to provide round-the-clock customer service, improve agent productivity, and cross-sell / up-sell its banking products.
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| The Solution |
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| To address the bank's issues, Servion Global Solutions implemented a Contact Center solution that comprised an IVR, e-mail, fax, and CTI, and their further integration with the bank's existing back-end systems.
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IVR
Servion implemented a Dialogic IVR that handles the following:
Banking Transactions
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Balance enquiry |
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Last 10 transactions |
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Detailed account statement (90 days) |
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Check-related services |
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Check book request |
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Stop check payment |
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Stop payment of issued check |
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Status of issued check |
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Report loss of card (ATM debit card or credit card) |
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Loan account enquiry |
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Request for loan account duplicate statement by fax, e-mail, or post |
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Credit card services – credit card balance inquiry, credit card bill payment, duplicate credit card statement, apply for additional card |
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Remittance services |
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Card or check book activation |
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Transfer to an agent |
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Customer validation |
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Financial Transactions
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Fund transfers |
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Utility bill payments - through debit and credit cards |
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All information is voiced to the customer in two languages - English and Bangla.
CTI and Screen-pop
Servion implemented its RAP CTI for screen-pop and soft phone functionality. RAP CTI is a Computer Telephony Interface tool that is used for populating telephony-related information on to the computer. Whenever a customer opts to speak to the bank's agent, the call is transferred to the longest idle agent.
Along with the call that lands on the agent's desk, customer-related information such as previous call details, customer's name, address, phone number, and IVR menus traversed are also captured and passed on as screen-pops.
Fax
Servion deployed a fax application that allowed callers to request for faxes of product information (deposits, exchange rates, interest rates, loans) and account statements (detailed and duplicate credit card statements, loan repayment schedules).
E-mail and Snail Mail
Callers can also request for account statements via e-mail or snail mail. The request for post is logged in the IVR database. The customer is given a six-digit request number. All requests for post are processed based on the report generated at the end of the day.
Reports Module
Servion also deployed a Reports module as part of the Contact Center solution. The module allows Contact Center supervisors to generate reports on call data and traffic, utility bill payment, fund transfers, request for statement, and more.
Advertisements of the bank's products and services are played when the call is being transferred to an agent or when the caller is on hold.
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| The Result |
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Today, BRAC Bank's Contact Center works 24/7 and handles between 8,000 and 12,000 calls per day. The number of calls handled in a given day goes as high as 40,000.
With the implementation of RAP CTI, agents can efficiently manage inbound customer interactions, with tools ranging from screen-pops and GUI-based desktops to IVR integration support and intelligent routing. RAP CTI also helps the bank identify and serve customers based on their value to the business.
The soft phone application at the agent desktop further enhances the efficiency of call handling through its intuitive and easy-to-use design.
Customer interaction has been made easier and simpler - customers can interact with the bank via a communication channel of their choice. With more automated processes, agent productivity has increased.
Says Saifuddin M. Naser, Senior Vice President & Head of Retail Banking, "We were looking for a complete solution that would enable us to provide a wider range of communication choice for our customers, increase agent productivity, and cross sell our products - while integrating with our existing back-end systems.
Servion's recommended solutions fit perfectly with our requirements. Today, customers from across the country can interact with us either via phone or e-mail and receive information via phone, fax, e-mail, or snail mail. Agents at BRAC Bank can cross-sell our products and services based on customer information and transaction history that RAP CTI enables - cross selling today has increased by 15 percent."
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