How Bank of Sydney enhanced their customer service support system
Bank of Sydney leverages technology, process, and expertise to ensure continuous delivery of personal customer service today and in the future. Their commitment to a customer-first mindset has propelled the business from its humble roots to a brand that competes on a national level.
To maintain their strong, enduring relationships with a growing community of customers, the company prides itself on a highly effective, responsive, and service-driven team that takes time to understand the unique needs of every customer.
Digitizing and streamlining customer service interactions for a more connected experience to scale
In order to scale the business for continued growth, whilst still providing the high level of customer service its reputation is built on, Bank of Sydney needed to enhance the capacity and capabilities of its customer service processes and systems.
Previously, Bank of Sydney utilized a standard Interactive Voice Response (IVR) telephony system to provide phone support with representatives manually conducting most of the internal routing. Whilst this achieved adequate customer support over the years, an increase in traffic highlighted the need for an integrated system to support the customer service team and allow the Bank to scale their operations for continued growth.
The challenges Bank of Sydney was facing as the business scaled included:
- Increasing caseload was not manageable by a small team, leading to slower case resolution and reduced customer satisfaction
- Verification of customers through manual processes created vulnerabilities to the business, added overhead to time spent on calls and strained the customer experience
- The limited ability to collect metrics and report on case numbers and types was affecting business process improvements
- The limiting customer interaction tracking or journey management was preventing the bank from gaining additional insights and implementing ways to optimize the services being provided
Design thinking discovery methodologies
With the customer service system and other business requirements in mind, Bank of Sydney and ToD collaborated on a guided phase of design thinking research. Leveraging the Traction Trail methodology framework ensured a mutual comprehension of the key business challenges and requirements, paving the best way forward with the right implementations for long-term success.
Implementing a single elegant solution to serve multiple needs
- Salesforce Service Cloud Case Console APIs: Working closely with Vonage, an IVR provider, ToD implemented a case console that would present customer details to customer service team members using the calling phone number. API calls to Bank of Sydney’s core system enabled access to customer financial data without having to leave the case console.
- Creating Flows for secure authentication: Process flows were implemented to include a verification code sent to the customer via SMS. Through a series of questions, identification can now be validated and cross-referenced with multiple methods of secure authentication.
- Salesforce Service Cloud Omnichannel: In addition to customer call identification and routing, Omnichannel was used to manage the presentation of email, chat, and web requests with live monitoring and reporting dashboards available for the customer service team manager.
- Live Omni Supervisor Dashboards: Managers can now balance and adjust their team’s workload to respond to customer requests in a timely manner on the fly.
- Automated notification emails: Automated email notifications alert customers with the creation, follow-up, and closure status of their customer service cases.
- Customer NPS and feedback: Automated customer surveys are triggered at the resolution of each case, providing Bank of Sydney with a greater ability to measure and improve performance over time.
- Financial Services Cloud: the underlying structure of the Customer and Financial data was based upon Financial Services Cloud in order to provide a good foundation for future developments across other business units.
“Moving from manual processes to Salesforce’s automated case management has been fantastic for our frontline teams, in providing our customers with the best possible service.”Bill Kalpouzanis, COO Bank of Sydney
Integrated customer service tools facilitate delivery of enhanced customer service
As a result of leveraging Salesforce Financial Services Cloud and Service Cloud Omnichannel, Bank of Sydney has adopted a best-in-class platform that can scale to present and future business requirements and customer preferences. The customer service team can now:
- Sync core banking data in Salesforce to match a customer record with new requests on-demand, securely accessing customer profiles in real-time and reducing time spent identifying customers and tracking interaction history.
- Verify a customer on call via multiple secure methods, allowing for a two-factor authentication (2FA) approach to identification.
- Configure views to show financial accounts in Salesforce, removing the need to access core banking system data, mitigating the risk of data leak or corruption. Access and management permissioning for customer data is now in place, creating an audit trail of service interactions.
- Manage visibility of call queues and agent utilization, contributing to more efficient service with the same amount of people.
- Onboard and train new team members more effectively as a result of streamlined, ubiquitous, and intuitive ways of using the technology.
The combination of technology, processes, and expertise to run it all enables Bank of Sydney to continue delivering its signature personal banking service. Removing administration and friction from the personal interactions at the core of its business has set Bank of Sydney up well for the continued growth of its business and the future of the financial services industry in Australia.