Q1: what function of customer relationship management systems are illustrated in this case?
Ans: The functions of customer relationship management systems that are illustrated are touch point, which is a method of interaction with the customer such as a telephone, email, customer service desk, conventional mail, website, wireless device or retail store. Another CRM system that is used is an Analytical CRM which includes applications that analyze customer data generated by optional CRM applications to provide info for improving business performance.
Q2: why is the call center so important for chase card services? How could chases call centers help it improve relationships with customer?
Ans: The Call center is so important for Chase Card services because it allows customers with inquiries such as reporting a lost card or checking a balance to easily access a chase representative to answer their questions and fix their problems. The Call centers can improve relationships with customers, because there can be a 24/7 automated call center that can assist customers. Customers will feel like they can be helped according to their schedule and not according to regular walk-in banking hours.
Q3: Describe the problem at chase call centers. What management, organization or technology factors contributed to the problems?
Ans: The problem was that the company’s record keeping did not give an accurate account of current rates of first-call resolution. Other factors that contributed to the problem was that chase previously tried tracking first call resolution rates by having agents log the content and results of each call they received. The problem with having agents log the content was the amount of time it took to log each piece of information. There was also no uniform way to log the information, the agents logged whatever information they were able to get out of their.
As soon as an agent clicks on the feature of the account that the customer is
calling about, the Enkata system automatically identifies the reason for the call.
Proprietary algorithms match the reason and caller identification to the amount of
time predetermined for each type of call.
The system then monitors discrepancies in call time, depending on the reason for
the call. For example, a call from a customer requiring card activation should be
a quick call, so the system will pinpoint card activation calls that take longer than
normal. But sometimes customers have multiple reasons for calling, which would
have been very difficult to track prior to the implementation of Enkata’s system.
Now Enkata separates each individual reason for calling and organizes them into
a sequence, so that a call with multiple issues to resolve is analyzed using the
appropriate time frame.
By separating and organizing reasons for calling into distinct categories, Chase is
able to determine criteria for declaring particular calls “resolved”.
For example, a card activation call will be considered resolved after only a few
days without a follow-up call, but a disputed fee call won’t be considered resolved
until the customer received another statement without any complaints. This
method gives Chase much more accurate data on first-call resolution, a feat
which is regarded as very difficult and impressive in the industry.
Enkata compiles this data and distributes it to Chase Card Services in the form of
weekly reports on call type and length, call handling times, repeat call rates, and
other performance measures that allow both agents and supervisors to monitor
their performance. The system also connects reports with call recordings to
assist managers in coaching and evaluating their agents. When the system was
still being implemented, Enkata used historical call data gathered prior to the
implementation to create initial reports. Chase Card Services executives
considered the initial upload of data to be the most time-consuming part of the
implementation. Once the implementation was complete the company hoped that
improvements in the interpretation and management of this information would
lead to improvements in agent performance, customer satisfaction, and customer
retention.
The results speak for themselves. Chase Card Services improved its first-call
resolution rate to 91 percent, an increase of 3 percent, in its first year after the
implementation of the Enkata system. That represented a total savings of $8
million. Approximately $2.5 million of that total savings was a direct result of the
average call time decreasing by two seconds.
The company hopes to reach its goal of 95 percent within the next few years. A
perfect rate of 100 percent first-call resolution is not feasible because some
additional calls after the first are acceptable under certain circumstances, such
as customer remembering a charge that he or she had initially disputed.
Within three month time, 30 percent of agents that had scored below the
acce