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www.aptean.com
RBS CITIZENS FINANCIAL GROUP, INC.RBS Citizens Improves its customer experience with support from Aptean Respond
CASE STUDY
CASE STUDY RBS CITIZENS FINANCIAL GROUP, INC. 2
www.aptean.com
RBS Citizens Financial Group, Inc. is a $120 billion commercial bank holding
company headquartered in Providence, R.I.
• RBS Citizens Financial Group, Inc. At-A-Glance
• Citizens Bank (operating in Connecticut, Delaware, Massachusetts, New Hampshire, New York, Pennsylvania, Rhode Island and Vermont)
• Charter One (operating in Illinois, Michigan and Ohio)
CUSTOMER DETAILSToday, RBS Citizens Financial Group, Inc. has approximately 1,400 branches, over 3,500 ATMs and more than 18,000 colleagues in 12 states covering New England, the Mid-Atlantic and the Midwest.
INDUSTRYFinancial Services
APTEAN SOLUTIONRespond
CHALLENGES• Maintainingacompetitivepositionamonglargerfinancialorganizations
• Ensuringpromptcollection,assessmentandresolutionofcomplaintsdata
BENEFITS• Enhancedbrandreputationforcustomerserviceandsatisfaction
• Continuousimprovementthroughrichfront-linefeedbackdata
• Decreasedcomplaintvolumesandfewerexpressionsofdissatisfaction
CASE STUDY RBS CITIZENS FINANCIAL GROUP, INC. 3
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DELIVERING EXCEPTIONAL CUSTOMER EXPERIENCES Withanetworkofbranchesacross12statesintheNortheast,
Mid-AtlanticandMidwestregionsoftheU.S.,RBSCitizens
FinancialGroup,Inc.(RBSCFG)isaregionalorganizationfocused
onprovidingatrulydifferentiatedcustomerexperiencethroughits
CitizensBankandCharterOnefranchises.RBSCFGhasdeveloped
a three-prong customer experience strategy designed to ensure
happy, loyal clients across its network.
The strategy begins with a strong customer service culture
thatflowsfromtheCEOthroughtobranch-levelemployees.
Everyone is encouraged and empowered to make customers
thetoppriority.Oneoftheorganization’sstrategicprioritiesis
todeliveradifferentiatedcustomerexperiencethroughsimple,
clear and personal banking. Whether customers are applying
foramortgageordepositingacheck,thecompanyaimstobe
distinctive and honest in all its interactions. RBSCFG promotes
continuousimprovementbylisteningtothevoicesoftheir
customers.Thishappensthroughavarietyofcustomersurveys
includingtheJ.D.PowerRetailBankingSatisfactionStudy,as
well by surveys administered to customers who have recently
conductedtransactions.Thatcustomerfeedbackisanalyzedto
uncoveropportunitiesforimprovementandactionplansareputin
place to address those opportunities. An equally important source
forunderstandingthevoiceofthecustomercomesfrommining
complaintsdatagatheredbystaff.
Many organizations implement complaints policies to meet
regulatorydemandsenforcedbyagenciessuchastheU.S.
Consumer Financial Protection Bureau. RBSCFG not only examines
theseissuesthrougharegulatorylens,butalsoformalized
its complaints policy as a way to provide superior customer
experiences.Thispreventiveapproachinfluenceshiringdecisions,
employeetraining,andformalizesacultureofempowerment
that equips colleagues to go above and beyond standard service
practices.Insteadofviewingregulatorycomplianceasan
administrative requirement, RBSCFG has leveraged its complaints
policyprogramtoadvancethecompany’sdifferentiatedcustomer
experience strategy.
FLEXIBLE FEEDBACK AND COMPLAINTS MANAGEMENT Severalyearsago,RBSCFGimplementedApteanRespondsoftware
fortheExecutiveServicesandPriorityResponsedepartments.
Thesetwolegacydivisionshandledcomplaintsescalatedfromthe
branchlevel,inadditiontomanagingregulatorycomplaintsfrom
compliance bodies. The contact center also had access to Respond,
butnoneofthesedepartmentsusedthesolutionconsistentlyor
with any technical or business oversight.
OnceRBSCFGfocuseditseffortsmorestronglyondeliveringa
differentiatedcustomerexperience,seniormanagementrealized
thatRespondcouldenhanceitsfront-lineinteractionsandhelp
staffdelivermoretimelycustomerfeedbackresponses.Ledby
FaheemZuberi,theheadofproblemresolution,reportingand
analytics, the team rolled out Respond to more than 10,500
employees–morethanhalfthebank’sentirepopulation.
Today, approximately 6,500 colleagues use Respond daily to enter customerexpressionsofdissatisfaction,resolvecases,followupon incidents, log comments, and escalate complaints and issues totheappropriatebankarea.Colleaguesusethesolutionfromthebeginningofeachcustomerinteractionthroughtoclosingthecomplaint,whilemaintainingafullrecordofprocessnotesand comments. For RBSCFG, this data provides key insights aboutcustomerbehaviorandevolvingconsumerneeds.It’sarichknowledgesourceforanorganizationdriventocontinuouslyimprove the banking experience.
TheRBSCFGteamworkedcloselywithApteanProfessionalServicestocompletetheRespondrolloutwithaclearvisionofhow the solution would support its business needs and provide apositiveuserexperienceforcolleagues.Topromoteaccurateentries(withoutsignificanteffort),thetechnicalteamfocusedonstreamliningdrop-downmenusandfeedbackcollectionprocesses,while pre-populating data wherever possible, automatically escalating complaints to the appropriate parties, and minimizing multi-screen tasks. Colleagues receive ongoing Respond training and are encouraged to suggest improvements.
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Copyright © Aptean 2014. All rights reserved.
CASE STUDY RBS CITIZENS FINANCIAL GROUP, INC.
www.aptean.com
More than 5,000 customers around the world rely on Aptean to give them a competitive edge. By providing innovative, industry-drivenenterpriseapplicationsoftware,Apteanhelpsbusinessestosatisfytheircustomers,operatemoreefficiently,andstayattheforefrontoftheirindustry.
Formoreinformation,visit: www.aptean.com
LEVERAGING COMPLAINTS FOR COMPETITIVE ADVANTAGE WithsupportfromRespond,RBSCFGhasbuiltasmart,
comprehensive complaint handling program. Customer care is a
cornerstoneofthebank’smarketposition–anditsstrategicfocus
hasclearlypaidoff.
Year over year, total RBSCFG complaints are down more than
20percent.Overallcustomerexpressionsofdissatisfaction
(by volume) have dropped by more than 20 percent. In 2013,
Money MagazinealsonamedRBSCFGoneof“TheBestBanks
inAmerica.”Thecompanywasrecognizedforofferinga24/7
customer contact center – including banking specialists available
via instant messaging – and convenient account access through
traditional and supermarket branches and ATMs, plus robust
online and mobile services.
By paying close attention to consumer insights and taking prompt
action,RBSCFGenjoysstrongcustomerretentionlevels.“You
actually save money, too, because you do not have to solve the
same problem over and over again,” says Zuberi. The company
hasboosteditsProblemResolutionscoresfromJ.D.Powerand
continuallydrivesimprovementstoitsslateofproductsand
services.Increasingcustomersatisfactionultimatelyproduces
across-the-boardenterprisebenefits.
WithApteanRespond,RBSCFGhasapowerfulsolutionnotonly
tocollectandassessenterprisefeedback,butalsotoachieve
itsbusinessgoals.Thecustomer-centeredfocusoneffectively
handling, tracking and resolving complaints has given this regional
bankingorganizationasharedsenseofdirectionandastronger
reputation in a competitive market.