Executive Interview : Head of Operations Siam Commercial Bank Speaks Out
The Contact Center industry boasts some amazing, energetic and truly caring people. Meet Sagain Roongruangrong - Head of Call Center Operations for Siam Commercial Bank Contact Center.
Who are you?
My name is Mr. Sagain Roongruangrong, I'm 46 years old and was born in Bangkok, Thailand.
Graduated in 1996: Thammasat University Bangkok, Thailand, Master of Labor Welfare.
1991: Prince of Songkhla University, Pattani, Thailand: Bachelor of Arts (Sociology
and Anthropology) Second Class Honors.
How long you have worked in the contact center industry and how you got started?
I have worked for more than 20 years in the contact center industry.
I started from:
Jan 1992 – Oct 1995: ThaiSoft Co., Ltd.
Customer Service Supervisor
Four years experience implemented and managed Customer Service team at ThaiSoft Co., Ltd. (Subsidiary of Sahaviriya OA Group PCL.) To support all Lotus Application products.
Oct 1995 - Oct 1999, May 2000 - July 2000: IBM Thailand Co., Ltd.
Helpdesk Leader for Outsourcing Customer
Four years’ experience managed IBM Thailand Helpdesk Center to support IBM Internal users and support IBM external customer such as Esso (Thailand) Co., Ltd., Boots Retails Co., Ltd. etc. And also created and developed all technical support manuals.
Aug 2000 - Mar 2003, Jun 2003 - Sep 2003: AIS Call Center, Advanced Contact Center Co., Ltd.
Customer Contact Manager (Department Head)
Three and half years working experience to manage and operate AIS Call Center (Biggest Operator in Thailand) with more than 2,500 call center agents at AIS Contact Center (1175). The goal: To be the information center and contact point to help customers and to provide information about GSM Advanced, One-2-Call services and utilized best practices in overseeing daily operations of a corporate call center, offering superior services, while monitoring calls and e-mails for accuracy and quality assurance.
Jan 2009- April 2009: Thai Samsung Electronics Co., Ltd.
Manager, Head of Customer Contact Center
May 2009 - Present, Oct 2003 - Dec 2008: Siam Commercial Bank PCL.
Senior Vice President: Head of Call Center Operations of SCB Contact Center
In charge of strategic planning, development, staffing, management of Siam Commercial Bank PCL.’s call center and call center operations. Direct functions involving customer management, train, direct and manage call center team of 450 agents for daily operations. Establish work priorities and ensure customer inquiries are handled effectively while meeting costs, productivity and goals. Direct project management efforts in support of company goals.
What do you like about the industry?
Three areas that I like to work with and around everyday…
1. People (Agents) - I am always looking for ways to better manage them in order to serve customers better
2. Process is one of the key success factors: The need for continuous improvement due to the needs of customers which changes very quickly.
3. Technology: How do you leverage all equipment that you have to serve them with good experience?
What you will share at the upcoming ContactCenterWorld.com Master Class Best Practice Sharing event?
I will be presenting in the Best in Contact Center (In-house) Category: I plan on sharing what is the strategy that we use to serve customer and how do we prepare our resources to provide the excellent service? I will also share the results.
I will also present for the Best in Customer Service Category: I will share what is the strategy that we use to serve and how do we perform day-to-day operations for the strategy and the results.
What is a typical day is like for you?
Watching, Travelling and Reading
Please share your thoughts on if you think the service you get personally is getting better or worse and why?
Personalized service is a key for good customer experience. We do a lot of things here in our contact center. Keep and follow up with them to make them feel "WE CARE" and "YOU ARE VERY SPECIAL FOR US". We will share with you in during the event.
Can you please tell us something about your country that others may not know?
I came from Bangkok, Thailand and why I feel I love my country very much. Let’s me count the ways:
1. The delicious food : You don’t miss such as : TOM-YAM-KOONG (Prawn Curry Spicy)
2. The warm weather
3. The friendly local
4. It’s perfect to travel
5. The postcard-perfect tropical islands
6. The lush jungles
7. The international environment
8. Thailand is convenient
9. The beautiful and smiling people
10. It’s cheap!
Can you add some phrases like how we would say hello/goodbye?
I come from Bangkok, Thailand and would like to share our Thai Traditional Culture when we see each other. We will greet you with Thai local "SA-WAD-DEE-KRUB" for men and "SA-WAD-DEE-KA" for women.
About the 2016 Contact Center Masterclass Best Practice Conferences
The annual Top Ranking Performer Conference was co-established in 2006 to run alongside the Top Ranking Performer Awards and is the most recommended industry conference in the contact center World. Delegates from all over the world attend and hear best practices shared by those who run centers. 4 events are run annually – one in Asia Pacific, one in Europe and 2 in North America – details at www.ContactCenterWorld.com/conferences
Today's Tip of the Day - Segment Your Customers
About Sagain Roongruangrong:
Senior Vice President: Head of Call Center Operations of SCB Contact Center In charge of strategic planning, development, staffing, management of Siam Commercial Bank PCL.’s call center and call center operations. Direct functions involving customer management, train, direct and manage call center team of 450 agents for daily operations.
About Siam Commercial Bank:
Siam Commercial Bank is the first bank of Thailand, informally established in 1904 as Book Club. Nowadays it is a universal banking group in Thailand.
Published: Saturday, April 30, 2016