Envision | Bank of Oklahoma
Bank of Oklahoma
Improving Agent Performance through Monitoring, Coaching and Training
The goal of our research was to evaluate the impact that the BOK Financial Corporation experienced following their implementation of the Click2Coach® System. It is an integrated monitoring, coaching, and e-learning system for customer service representatives.
Knowing that coaching was essential to ensure quality customer service and expand customer relationships, and further, knowing that their approach to monitoring calls and coaching could be improved, Mr. Morris and his team decided to find and implement an effective call monitoring and coaching system.
In the fall of 2000, following an extensive investigation of vendor products, the Bank selected the Click2Coach integrated monitoring, coaching, and e-learning system from Envision Telephony. They began using the Click2Coach System to support their CSR monitoring and coaching process in January 2001.
The study consisted of analyzing the call center before and after implementation of the Click2Coach System. At the beginning of 2001, the situation at the Bank’s call center was as follows:
1. Customer Service Representatives (CSR’s) were handling 89,000 calls per month
2. CSRs were averaging a talk time of 155 seconds per call
3. CSRs were idle an average of 77 seconds between each call
4. CSRs were averaging 15.17 calls handled per hour
5. The service CSRs were referring approximately one call per 1,000 to the sales CSRs
6. The sales CSRs were converting almost 4 calls per 1,000 into a new deposit account
7. The supervisors were spending 30 hours per month monitoring and evaluating calls
Effect of the Click2Coach System on Call Workflow Processes Beginning in January 2001, Mr. Morris changed the performance goals to place a heavier emphasis on:
1. Up-sell and cross-sell referrals by the customer service group
2. CSR availability (time spent logged into the system and ready to take calls)
Supervisors monitored and coached for the behaviors needed to meet these new goals. The Bank realized an immediate increase in referrals and new deposit accounts opened due to the implementation of the Click2Coach system in the call center.
The system calls for a more consultative approach to handling customer calls in order to meet all of the customer’s financial needs. The Bank’s CSRs and supervisors had to learn new skills and behaviors to support the program.
Performance Increases with Managment Changes
The Bank actively uses the e-learning component of the new Click2Coach System. These components have been implemented in the following ways:
1. Are used for new-hire training
2. Are accessible by CSRs from their desktop for refresher learning
3. Average four to five minutes in length
4. Address topics such as:
a. product and service offerings
b. the proper steps for completing transactions
c. stop losses
d. changing a PIN number
e. ordering new checks
f. communications skills
g. role-playing
Because of the Click2Coach System, Mr. Morris needed no additional staff to develop and support the e-learning vignettes. One of the first e-learning vignettes developed was a refresher course on handling IRS 1099 calls. Every January, Morris had required each CSR to attend a 30-minute refresher training class. Now they get their refresher training via a nine-minute e-learning session at their desktop.
By reducing the amount of CSR time to take the training, Mr. Morris’s created enough capacity to handle an additional 412 calls.
Delivering coaching, monitoring feedback, and e-learning to CSRs at their desktop in “bite-size” learning vignettes, during periods of low call volume, is a very effective way to enable CSRs to gain, reinforce, and maintain the knowledge and skills necessary to improve their performance.
Setting clear performance goals, identifying the skills and behaviors needed to meet these goals, and coaching to meet these goals works, when coupled with integrated CSR monitoring, coaching, and elearning systems such as the Click2Coach System. Over a relatively short period of time, the new-hires raised the performance bar, and their results speak for themselves.
Results
> 9% increase in calls handled since Click2Coach was implemented
> A 388% return on investment in its first year, paying back the initial investment in less than 3 months
> Productivity increased by 13%
> CSRs are handling 17.26 calls per login hour, approximately 2 more calls per hour than were handled before
Purchase Decision Factors
> Call quality scores improved 10%.
> New hires exceeded the average performance of the experienced CSRs, and were competing for top honors.
> The addition of a quality assurance specialist eliminated the 30 hours per month supervisors were spending listening to and evaluating calls.
Product Solution
Click2Coach®
Industry
Banking
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