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case study
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PDF Version: 88 KB
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Customer Service/ Pre-sales support
Client Background
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Client Profile:
Fortune 100 Financial Institution
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Offshore centre's services:
Pre-sales support, customer service
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Channels:
Inbound and outbound voice, e-mail, web-chat
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Client location:
US, UK & India
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A Fortune 100 company and one of the most respected names in the world
of finance and investment banking, having products and services that
meet the needs of businesses and consumers the world over.
Support Analysis
The business group, headquartered in London, UK, also has offices
in the U.S. and Asia. The group has been using the Internet as a
channel for customer acquisition for its global consumer banking
product. The client's main concern was its inability to cope with
the volume of emails generated by its prospective customers, resulting
in delayed response and a potential loss of sales. In addition,
the client also needed help in establishing the efficacy of its
online advertising campaigns.
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The Offshore Centre solution
Stage I
The team started with implementing a pilot for the client
business group, where the focus lay on pre-sales customer service
with the objective of sales conversion. The challenge was to devise
an effective knowledge base, containing accurate information, which
would assist in rapid and effective responses, resulting in coherent
customer databases, allowing the centre to deliver superior service
in a seamless manner.
The databases built by the team captured relevant customer information,
tracked individual conversions, and facilitated effective marketing
strategies for the client. Thus prospects were converted
into account holders by accurate and prompt query resolution, using
a well defined marketing strategy.
The offshore centre's world-class delivery, demonstrated adequately the efficacy
of the offshore outsourcing model. This resulted in increased scope
of services and processes handled by us.
In addition to providing pre-sales customer support, the following
services for the client's prospect and subscriber database were provided:
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Sales follow up with prospects |
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Product update communication to subscribers |
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Cross selling new products to existing customers |
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Channel effectiveness analysis |
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Stage II
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Program Performance:
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Over 80% of all new acquisitions are accounted for
by the offshore centre.
More than 100,000 customer contacts per month.
Consistently doing better than the service levels and
quality metrics specified by the client.
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Based on the track record of superior service offerings as well as
a strong working relationship, the client added web-chat in order to
facilitate real time interaction with prospects. This made them the
only business group within the entire company that offered web-chat.
The chat initiative was successfully implemented within 4 weeks of
the client giving us the mandate. Subsequently, a pilot for outbound
telemarketing and inbound sales was initiated. Within 75 days of
launch, the performance metrics achieved by the in-house support
team were exceeded.
The offshore centre now provides an integrated service offering, enabling prospective
customers of the client to get in touch using the channel of
communication they prefer - e-mail, chat or voice; another first
for the client. It was the only business group within the organization
that offers integrated support using all these channels of communication!
Results
The team in India handles over 100,000 customer contacts
per month, on a 24x7 basis and continues to meet and exceed
both the quality and sales benchmarks.
Conversions at the offshore centre, account for close to 80% of all new accounts
opened by the client. The client is provided with daily,
weekly and monthly reports as per agreed formats.
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Client feedback
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"As we complete 2 years of our association,
I want to congratulate you and your entire team for their contribution
in building an excellent acquisition channel for the bank. What
started as a mere association has today become a great partnership
- a partnership that we in the bank highly respect and cherish,
a partnership which has resulted in unimaginable numbers, a
partnership that has transcended from just emails to chat, voice
and more, and most importantly a partnership that has been built
by a set of highly dedicated, committed and hardworking individuals…"
- Worldwide Program Head
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[Top] |
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Come to us for cost reductions, stay for quality!
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