Proactividad, call center bancario, tarjetas

No customer wants to talk to the bank call centre: how to avoid it?

A customer’s finances are awake 24/7, meaning the times they might need attention and advice from their bank are many and varied. Nowadays, one of the attributes most valued by customers is proactivity, i.e., that their bank detects one of these moments in advance, helping them to resolve an incident without the customer having to contact the bank’s call centre to deal with it.

Diversify your CX strategy

Digitalization has opened up new opportunities for banks to perform such a service, all the while diversifying their Customer Experience Strategy.  As Oriol Ros, Director of Corporate Development at Latinia, says, “responding in real time to what is happening in customers’ finances, and not just when they are interacting within the bank’s channels makes it possible to anticipate customers’ needs, which is one of the challenges that banks must address, and is a place where the use of technology is fundamental and effective”.

How does digital transformation help banks become more proactive in order to improve the customer experience? “At Latinia, we are developers of real-time decision-making and communication software products for the financial sector, specialising in filtering and analysing transactional events and customer intelligence data. In this sense, our real-time decision engine NBA (Next Best Action) is a very useful tool to boost banking proactivity, taking advantage of customer information to anticipate problems that may arise, and to help them avoid having to contact the bank’s call centre.

Issues related to use of cards, a regular occurrence in bank call centres

Among products generating the most interaction between banks and customers are credit and/or debit cards. Using payment cards involves important financial moments, given they are products subject to a life cycle and with particularities such as an expiry date, the possibility of blocking the card, use abroad, credit limits, to name a few. If managed proactively, these situations are an excellent opportunity to offer quality customer service. Failure to manage them proactively, on the other hand, is detrimental to the customer who does not understand why their bank hasn’t warned them of any of these events, which would have spared them a problem. At this point, the customer is also forced to contact the bank call centre, a channel that culturally we want to avoid, as it only worsens the overall experience.

As Juliana Ortiz, Customer Success Manager at Latinia, points out, “Latinia can assist specifically in providing an effective response in the times our customer needs us most, and as a result, reduces the burden on call centres and significantly improves our clients’ experience”.

Let’s look at some examples of how we can turn a negative situation into a positive customer experience: when a client is unable to make a payment with their card because they have unknowingly reached their credit limit; the customer doesn’t know why they can’t use their card, but the bank does, and has the capacity to appear at that very instant to provide the customer with a solution. Or how many times have we found ourselves trying to pay with a card that has already expired?

These are the moments when we need our bank to tell us why we can’t use our card, and offer us a solution.

“Real-time analysis of customer transactions opens up endless possibilities to be proactive in moments when customers really need us, showing them that their bank knows what is going on, and is offering a solution before the customer has had to contact a call centre that may only resolve the issue after going through the necessary “interrogation” to open the call”, concludes Juliana Ortiz, Customer Success Manager at Latinia.