News : Contact Centre Top Priority for KTC to Boost Credit
May 1, 2014 -- KRUNGTHAI CARD (KTC) has attaching importance to the operations of its contact centre, as this is the front-end service for providing customer satisfaction, encouraging them to spend with their credit cards while enhancing brand loyalty.
Patrin Jirathitivanich, KTC executive vice president and head of the contact centre, said yesterday her agents were on the front line of the business because they were the ones who had to communicate with customers for everything from card activation to problem resolution.
Most inquiries concern account information and balances at 51 per cent, followed by card activation at 11 per cent, while 7 per cent are about blocked or lost cards and 4 per cent of customers ask about PINs (personal identification numbers) and the Flexi instalment programme.
KTC decided to use its own contact-centre agents instead of an outsourcing company to save cost and improve efficiency, following the policy of its president and chief executive officer, Rathian Srimongkol.
The company can reduce costs by by using an internal contact centre, allowing it to spend a lot of money and time on training to ensure all 230 agents can deliver satisfactory service to the customer and sustain their loyalty, Patrin said.
New agents will be trained for eight weeks before being assigned to the contact centre.
She said the company had trained contact-centre agents as professionals who must be proficient in 15 skills from only one in the past.
"When the customers are satisfied with the contact centre, the agents can turn to selling [products]. However, selling is not the goal of the contact centre, and its agents do not receive incentives from selling products, but it is used as a key performance indicator," she said.
As the contact centre has to operate 24 hours per day, the company divides shifts among its 230 agents and adds extra agents at peak times of receiving calls.
An agent should be able to handle 100 calls per day and sell at least one product.
Posted by Veronica Silva Cusi, news correspondent
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