Gazprombank has implemented a project to modernize the contact center for omnichannel customer service

2022: Upgrade Contact Center for Omnichannel Customer Service

On May 16, 2022, the company AMT GROUP announced the completion Gazprombank JSC of a comprehensive modernization project serving Contact Center bank physical and. of legal entities The implemented solutions made it possible to optimize the level of automation of call processing due to the use of modern customer self-service services, thereby changing not only the quality of their service, but also the convenience of contact center operators using an automated operator workstation.

According to the company, the center's employees process almost one and a half million calls monthly and respond to thousands of electronic calls. Implementation of these solutions helped reduce response waiting times by more than 40% (from 93 to 54 seconds). The productivity of operators has increased: each employee can now serve up to 2100 incoming calls.

As part of the digital transformation, Gazprombank was tasked with optimizing all technological processes related to communications with customers. During the modernization project and the creation of a modern contact center that meets advanced standards of service quality, the following tasks were solved:

• Increase the performance of the contact center to ensure uninterrupted maintenance of ever-increasing volumes of interactions across all remote channels;
• support of interaction with customers through digital channels, most relevant for May 2022 (online and offline chats, email, SMS, questionnaire of customers on the bank's website);
• implementation of the possibility of processing calls of all types from a single Automated Workplace (AWS) of the operator;
• implementation of automatic customer service services (development of chat bots and voice IVR);
• expansion of the possibility of outgoing call by upgrading the corresponding subsystem (implementation of more efficient call modes with a higher degree of operator automation);
• creation of a single automated reporting subsystem and optimization of operational reporting quality.

As an updated platform of the contact center, a solution was chosen that ensures round-the-clock uninterrupted operation of the bank to service customer calls through remote channels due to a geographically distributed fault-tolerant deployment model. The selected platform allows you to increase the number of operator jobs as soon as possible without the need to change the solution architecture.

The contact center platform has been integrated with the existing telephone call recording, voice and screen analytics subsystem to ensure that all telephone calls of operators are recorded. Integration with internal information systems of the bank is also implemented.

The created reporting systems aggregate information from different channels, allow you to make forecasts for the upcoming load and make appropriate adjustments to the schedules of operators. The implemented planning tools allow you to take into account not only the working time of each individual employee, his competence and preparation, but also the effectiveness of departments as a whole, individual marketing campaigns and projects. The systems allow real-time monitoring of the contact center up to the level of individual operators and obtaining information about the employment of employees at each point in time.

Several specialized systems have been implemented by AMT GROUP specialists in order to organize the service process and optimize the efficiency of the operators within the framework of the project:

Operator's AWS (own development of AMT GROUP)

A versatile workplace that allows you to customize work areas for your business unit. End-to-end authentication, pre-built user profiles, implemented integrations with internal information systems provide the possibility of working in "one window" mode for operators of different specializations. In addition to the mandatory CTI panel in AWS, you can embed and display interfaces of auxiliary systems and services (CRM system, specialized system for working with debts, system of classification of cases, questionnaire, etc.).

Questionnaire (own development of AMT GROUP)

Subsystem for creating scripts (customer service scenarios), conducting customer questionnaires as part of marketing programs and promotions.

AMT Campaign Manager (box solution AMT GROUP)

A proprietary development has been introduced that provides simple and easy-to-use tools for effective call campaigns and enables centralized, real-time control of the outgoing call process.

Classifier (own development of AMT GROUP)

To collect thematic statistics when interacting with current and potential clients of the bank, it is possible to classify cases in the process of communication with the client.

IVR Subsystem

This subsystem allowed to expand the standard functionality of the contact center platform in the IVR part with the help of a "voice assistant." This "voice assistant" allows you to define and classify customer cases, and also provides a number of automated self-service services. For example, services such as providing reference information for branches, ATMs, exchange rates, etc., have been automated.

In addition to the "voice assistant," a web service was introduced that allows business users to flexibly configure the rules for processing customer calls, including:

• Configure the call route and control the customer service logic depending on the incoming contact center number (DNIS)
• Edit the message text that is voiced to clients
• Manage service logic depending on the customer category you define.

Issues of high-quality remote customer service in the banking sector are as relevant as possible, yesterday's solutions cease to meet business objectives, requiring banks to develop communication services with the client. Thanks to the implemented solutions, the business processes of various departments were structured and automated, we got not only tools to optimize the level of service of our customers, but also mechanisms to plan and predict our work. said Sivakova Polina, Head of the Customer Service Department of Gazprombank