Ural Bank for Reconstruction and Development (UBRIR) (Copiny (service))

Tasks

For the purpose of involvement of new clients on Internet platforms in February, 2012 UBRIR opened the new area of work – remote sales. For maintenance of the attracted clients, increases in comfort in service, a first line support and collecting of responses it was necessary to develop the convenient and reliable instrument of feedback coupling, as much as possible automating customer interaction on the Internet.

The standard feedback channels used by bank (Email, phone, the Banki.ru portals, etc., online a chat, communities in social networks) allowed to collect a different feedback from clients, however any of them did not assume an opportunity to organize the FAQ and the knowledge base. All this set of channels could not be systematized in the uniform program allowing to automate processes and to use convenient tools for control and distributions of addresses in the company, including for assessment and the analysis of a feedback. In search of the effective tool for the solution of the tasks the bank paid attention to the Copiny system allowing to create the uniform center (community) of a customer support on the website and in social networks which both remote sales, and bank in general needed.

Implementation

3 weeks were required to bank for preparation for start of customer support center. The following events were during this time held:

1. The Copiny system is studied and instructions for work with it are written.
2. Categories of addresses are created and responsible departments for each category are appointed.
3. Are defined an order of interaction in the center of support between departments and the basic rules of work with the client.
4. The knowledge base of the center of support is filled with frequently asked questions.
5. Integration with the website and social networks is made.

Works on implementation of customer support center UBRIR were carried out together with the staff of Copiny. For bank the personal account manager for the help and training in work with the center of support was selected. In March the center of support opened for clients.

Integration with the website

The Copiny programmers executed branding of the center of support under corporate style, the menu and other elements of the website of bank are saved. Upon transition via the website to the center of support users have no feeling of transition to a foreign resource.

Employees UBRIR placed the reference to the center of support in the heading of the website. The banner with reference to the center of support was developed for the homepage of the website. Also for the operational help to clients on the page of filling of the questionnaire on the credit the side widget "Was set ask us!".

Integration with Facebook and VKontakte

On pages of bank in VKontakte and Facebook references to the Copiny application integrated into each social network were placed.

Results

For half a year in the center of support more than 1500 participants showed activity, there were 874 discussions and higher than 4000 comments. The center of support was visited by more than 50000 people.

Effective support and self-service

The analytics shows that for September, 2012 1386 people into an access time passed to discussions which to them were provided by "smart search" of a system. New addresses 136 were created. It means that most of visitors (at least 60%, considering all possible errors) find answers to questions and the solution of the problems without the address to support. The saved-up knowledge base and search when adding the address considerably reduce load of support in comparison with other communication channels.

Besides, analysts of bank note the stable growth of a share of visits of the center of support on to the relation to appeals to Call center. In July, 2012 the share made 18%, in August – 20%, in September – 24%.

Search traffic brings new clients

With accumulation of the knowledge base the number of visits from search systems grows (up to 28% of all visits) that, certainly, attracts new clients.

Growth of loyalty, reduction of outflow of the customer base

At each address the user can note the mood. From analytics of Copiny it is visible that in the center of support UBRIR of 60% of happy clients, 18% of indifferent and 21% detuned.

Employees of the bank record reduction of outflow of clients by 2.8% during use of the center of support.

Customer Feedback

Anastasia Vishnevskaya, administrator of community of support UBRIR: "Clients fell in love with community, left many positive comments about this communication channel because it allowed to solve quickly and conveniently problems and to receive answers to any questions. It is pleasant that among participants of community there are such clients who not only solve the problems, but also help others, proceeding from the experience of use and knowledge of products and services of bank".

Plans UBRIR for development of the center of support

1) development of policy of lawyers of a brand;
2) transition to the round-the-clock operation mode of the center of support;
3) involvement in community of representatives of all spheres of bank service;
4) implementation of the developed rules and the scheme of remote work with the client in everything feedback channels;
5) creation of "a uniform point of the solution of all problems of the client" based on customer support center.