The Customer Relationship Center processes incoming calls from our customers, namely requests for assistance, for information, complaints but also we make calls to our customers, namely satisfaction surveys to check their level of satisfaction, but also when the marketing department launches a new product, we call the customers to check whether the product meets the needs of our customers, if we can improve this product and what can be corrected on this product.
So we make calls in this direction, but also we make call to serve as support to the other existing departments at Microcred. I am next to Sodah, who is currently processing a request for information. She is creating what is called a ticket for tracking the customer's request. We use Zendesk here. It's a ticketing tool which allows to see the traceability of the call firstly, but also to follow up. Is the request processed on time? Because the customer does not have to wait too long without having an answer. This tool today allows us to measure if the customer receives the correct answer right in time. We use Zendesk for that.
There is also an application, Xlight which allows to receive the call, but also to make calls. So that's the charter of the medical call center operator. Why this charter? Because the call center operator is someone who listens directly to our customers. So usually a good operator must comply with the planned schedule. He must not be late because he always has to be there to answer the call of the customer. He must also be properly dressed, to be very professional, but also be attentive during training. Because who says training says good information to communicate to the client. Inside the room also, a minimum of silence is necessary between colleagues, so that everyone can hear what the other person is saying to the customer and not disturb as well.
In 2016, we had 800 incoming calls per month. But since the center begins to be well known, and that customers have better use of the number of the center, calls are now reaching 1000 and a few per month. Of these 1000 calls, we have requests for information, which represent 90% of the calls, but also the assistance that represents, lest say 2% of calls. And the rest, the others, represent the claims. The rise of calls is often related to the sms push that the customer receives. In general, as soon as a new product is launched by the marketing department, we send a sms push to the client, but the information is succinctly given and we put the number of the Customer Relationship Center. So this client as soon as he receives the sms, and the number of the center, he calls us to have more information about the nature of the SMS he has received but also more information about the product as such.
So it also helped to raise calls in 2017. The call center operators today are empowered to answer our customers' questions, because upstream they attend a training on this specific product. For incoming calls, the most recurrent information requests today, are on the credit "Taka", the product we have just launched and that works well. There are also requests for information on the transfer of wages, So the client calls to see if his salary has been transferred. But also schedules, addresses and phones of our agencies.
In 2016, the most frequent complaints were about malfunctions on the Baobab Network, who rank the top one of the claims, also followed by some delays in the agency. It allowed us to improve all this and then in 2017 there was a change on the typology of claims. The top one of the complaints in 2016 that was about Baobab Network malfunctions is no longer the top one. It allowed us to correct, rectify and improve the system of our Baobab Network. So in 2017, now the top one claims, it's more the slowness in agency, some rejected applications, but we are working on it. Among the claims there is also rejected credit applications. The customer is calling because his request has been rejected. He calls to know the reason for this rejection. And we, it is explained to him that his request was rejected but that does not mean that it is ad vitam aeternam. He can renew his application three months later. The call processing also follows standards. There is a pattern that is established and the operator is bound to respect it. When the customer calls, already we introduce ourselves and present the company, we invite the customer to express himself.
There is the processing of the request, which requires a number of questions, to ensure that the nature of the request is understood. Once we have finished processing the customer's request, we conclude the call. This is called the closing phase. Here too, we have to make sure that the customer's request has been handled well, invite him to speak one last time, to see if he has not forgotten questions, if he has no other requests that can be treated and we take leave doubly nominative always, by presenting the company but also oneself. At the Customer Relations Center, we do not only deal with incoming calls, or with calls. But also, there are other channels that customers can use: social networks, Facebook for example. There is also the suggestion box that customers use. There are also emails. The customer has the opportunity today to contact us by email. The most used channel today is calls. At the Customer Relationship Center, as soon as we receive the customer's call and the nature is a claim, it is automatically saved via what's called our ticketing tool Zendesk, As soon as there is traceability at the Zendesk tool, this claim is forwarded to the branch management and we continue to follow up.
Once the claim arrives at the branch management level, we wait, we give them a little time, depending on the nature of the claim. Because there are claims that we ourselves can deal with so that do not require a waiting period. There, we provide the response to the customer online. Now if branch staff has to intervene, we create a ticket via the Zendesk tool, which is given to the person in charge of processing the customer's claim. It is given maximum 24 hours to provide the answer. Once we have the answer, we call back the customer to give him the right information, to apologize if we have done wrong, and close the ticket. The duration of the complaint treatment processing depends on the typology of the claim. There are complaints that only last the time of the call, because the call center has the answer.
So we will say 2 minutes 5. The customer has his answer, he is happy, he hangs up. On the other hand, some claims require much more follow-up. There are claims that are considered potentially serious for example, because he was badly treated in a branch, so it's a claim that is sent to the branch to get an answer, from the head of the agency, in any case from the branch management. For this type of claim in general we are committed to after 24 hours, give the customer an answer and he is called back So we have an activity report that includes the typologies of the most frequent complaints, as well as the duration of treatment of these claims, that we communicate to the general management to provide the necessary solutions.
So the claim is accepted, it is also taken positively at the Customer Relationship Center, because this claim today allows us to perfect the product, also allows us to detect malfunctions, also allows us to rectify and make this product much more suitable for customers, always with the aim of improving the quality of services..
Comments
Post a Comment