Put agents first, so they can put customers first
The bank decided to innovate a new solution that included a custom call-center application. But before building something new from scratch, our client wanted to put the idea through its paces.
The bank hired Genpact because of our Experience team’s deep domain expertise in the financial services industry and our capabilities in end-to-end experience-driven transformation – from user-centered digital strategy through design and engineering.
Our team rapidly envisioned and built the initial, single-channel call-center experience. Working hand-in-hand with the bank’s product team, we used a digital product innovation approach, including a rapid prototyping and ideation process based on qualitative research, to design and build a proof-of-concept for the initial agent experience in just four weeks. The proof-of-concept helped to gain buy-in from senior management on the vision and investment. The team quickly shifted to designing and developing the required features for launch.
Once the personal loan product was up and running, we kept going. After launch, we conducted qualitative and quantitative research to further inform and improve the design. We traveled to the contact center in the Southwestern US and interviewed call-center agents. Using contextual inquiry as a research technique, we watched how they interacted with clients and what systems they used. We saw how the user interface was performing, measured how long calls took, and identified where agents were getting stuck in the process. We shared these insights with the product team, and used them to define and prioritize future capabilities.
Through this process, we helped the bank transition from a single-channel contact-center experience to one that was optimized across a set of channels. Specifically, we designed and implemented the experience, including the hand-off process from consumer web interface to the chat channel and then to the phone. To do this we had to see what customers were experiencing to improve how the agent could help them move forward.
Ultimately, we helped the client to move away from an ineffective, off-the shelf contact-center application to a powerful, customized, flexible solution that ensured consumers had a differentiated experience and could transition smoothly across channels. The bank can now deliver a rich, seamless customer experience through the contact center, tying together all communication channels. Its agents can perform at their highest standard. And its customers are delighted.