Call center analytics: Mining the power of data

Emirates NBD is making significant investments to transform itself into a leading Data and Analytics driven Bank. Advanced analytics is being systematically applied to optimize processes, introduce innovative business practices, products, and services, and to fundamentally disrupt the status quo. This board-sponsored, wholeof-bank initiative is part of ENBD’s response to the transformative disruptions sweeping through the financial services industry as a whole. Technology advances, new market entrants, and business model innovations are enabling a dramatic shift from traditional one-size-fits-all service/product-centric banking to highly customized customer-centric banking. This is a difficult journey for traditional banks – fixed organizational structures, established business processes, and in most cases legacy technology needs to be retrofitted to deliver customer-centric banking.

The study described in this paper demonstrates how advanced analytics operating on existing data assets can enable a critical shift from “call servicing” to “customer servicing” in a long-established customer care function. This seemingly subtle change in focus generates valuable customer intelligence which can in turn be used to drive digital adoption, generate new revenues, and increase customer satisfaction.

Banks have vast stores of highly valuable data assets. The speed and degree to which institutions can apply advanced analytics to safely drive measurable and enduring business value from these data stores will be a key determinant of the winners and losers in what is a fast changing financial services landscape.