About
Central Customer Service Representative: A New Business Model To Enhance Customer Experience for SME customers and provide room for RMs to focus on sales and marketing activities, instead of after sales operation.
Innovation presentation
As Garanti Bank; we have developed Central Customer Service Representative (C CSR) role. C CSRs are main responsible for customers’ after sales needs and digital migration.
The role is located centrally and serve more than one branch/ RM at the same time. Although the role is central; it works dedicated to branch, RM and customer. With C CSR, we targeted mainly serving our RMs and customers from center and decreasing RM’s operational workload.
Before Central Customer Service Representative:
• Customer requests could only be served within the branch and by RMs. Due to operational requests from customers, RMs could not focused on sales and marketing activities. When the RM was out of the branch, customers were unable to reach RM for their urgent inquiries/needs.
After Central Customer Service Representative:
1. We created a specific line for C. When a customer calls; it directly routes to the customer’s dedicated C CRS. C CSR directs call to the RM only when it is necessary. So, Branch’s transaction share decreased from 85%. Also, approximately 40% of operational workforce saved.
2. With back-up system only 1% of all calls missed.
3. Digital migration efforts resulted with a success rate of more than 30%.
In summary; we managed to decrease the operational workload of our sales teams and enhanced customer experience at the same time with a more efficient service model through our project. We are proud of reaching our aim, which is RMs focusing sales and marketing more, brought to life with C CSR.
Uniqueness of the project
customers have dedicated service representatives for all their inquiries and operational needs.
