Quality assessment at bank call centre – Research Paper Example

Download full paperFile format: .doc, available for editing

The bank is working with ICICI foundation all over the world with different programs and sectors. Banks top priority is providing services with high quality and also they have to ensure the standards of quality which is provided by the entire bank and specially their call center as it attaches them directly with their customers. The research conducted focuses on the efficiency of the bank’s call center. Call center is basically a place where calls coming from the customers are answered and there is a considerable volume of those calls.

Automated voice response system with screen is used initially and then later the calls are transferred to the service agents. Minimizing the queuing time is the major task of the operation managers. Calls centers of the banks want to provide best quality of work to the customers and also minimize the tradeoff which is between the operating costs and also queuing times. The data which is analyzed is basically taken from the call center of ICICI bank. The bank basically handles almost 100 calls per minute especially during the peak season. There is also a detailed description of incoming calls which are coming to a call center and they describe the issue in detail.

Some statistical approaches are used later on to describe the concern followed by the conclusion and also recommendations related to the quality concern of a call center. Current Process Flow Call center of ICICI is almost on a week day receiving 300,000 calls. When a customer makes a call to the bank, the call is first routed to a voice response unit which is sometimes also known as interactive voice response.

When the call is on this phase, service representative have to make sure he properly identifies the customer and also the problem of the customer. The customer can also go for self service and the transactions are to be performed at this point which includes receiving bank account information along with the bank’s general information. Quality control is very important in the call centers as this department is directly dealing with the customers. In ICICI bank almost 80 percent of the customers complete their own task by using the automated system.

Call center’s major task here is to assist those 20 percent customers now providing high level of quality. These customers then enter the service queue and then free agents serve them. Now these customers enter the service queue so that they can be easily served. Some customers then wait and some are served by the agents.

REFERENCE

Banking Services | 24hr Customer Care | Personal | ICICI Bank. (n.d.). Personal Banking Services | Online Banking in India | Corporate Banking | Business Banking | NRI Banking - ICICI Bank - Standard View. Retrieved March 13, 2013, from http://www.icicibank.com/customer-care.html

ICICI Bank | 24 Hour Customer Care Service | 24 Hour Phone Banking | Customer Compliments. (n.d.). Personal Banking Services | Online Banking in India | Corporate Banking | Business Banking | NRI Banking - ICICI Bank - Standard View. Retrieved March 13, 2013, from http://www.icicibank.com/compliments/compliment4_April09.htm

ICICI bank. (2010, March 10). Call center quality. Retrieved March 13, 2013, from http://repository.upenn.edu/cgi/viewcontent.cgi?article=1002&context=wharton_research_scholars

Savings Account | Bank Saving Account | Online Savings Bank Accounts | Regular Savings Accounts in India | ICICI Bank India. (n.d.). Personal Banking Services | Online Banking in India | Corporate Banking | Business Banking | NRI Banking - ICICI Bank - Standard View. Retrieved March 13, 2013, from http://www.icicibank.com/Personal-Banking/account-deposit/savings-account/index.html

Country. (n.d.). Icici bank Customer care profiles | LinkedIn. Worlds Largest Professional Network | LinkedIn. Retrieved March 13, 2013, from http://www.linkedin.com/title/customer-care/at-icici-bank

Country. (n.d.). Icici bank Phone banking officer profiles | LinkedIn. Worlds Largest Professional Network | LinkedIn. Retrieved March 13, 2013, from http://www.linkedin.com/title/phone-banking-officer/at-icici-bank

Download full paperFile format: .doc, available for editing
Contact Us