COOPERATION WITH FUIB
We have conducted a research to measure the quality of customer service, implemented the “Mystery Shopping” program, subjective evaluation, benchmarking, IT solutions, as well as analytics.
FUIB is a large private bank that has been operating in the financial market for 25 years and serves 30 thousand + corporate clients, 2.5 million private clients use services.
FUIB Success Story
“We decided on 4Service as this company has shown itself customer loyal, flexible, customer-oriented, developing individual solutions for the client.”
We have implemented the services:
research for measuring customer service quality, implementation of “Mystery shopper” program, implementation of subjective assessment, benchmarking, IT solutions, analytics.
Nataliya Shmatko
HEAD OF THE CLIENT EXPERIENCE MANAGEMENT OF MARKETING DEPARTMENT
Achievement:
- Compliance with service standards in all interaction channels with the bank
- Constant quality improvement of FUIB service through implementation of more complex standards and operations
Nataliya Shmatko
HEAD OF THE CLIENT EXPERIENCE MANAGEMENT OF MARKETING DEPARTMENT
About the Client
FUIB is a universal, large and reliable private bank that has been operating in financial market for 25 years. The main Bank shareholder — “SCM Finance” LLC, part of SCM Group.
The bank services more than 30 thousand corporate clients, while more than 40 clients are the ones from the TOP-100 largest companies in the country. Over 2.5 million private customers use bank services. FUIB Branches are located in all regions of the state.
FUIB is a recognized leader in service quality. The bank has received IFM Awards 2014 nomination “Best Customer Service Bank – 2014” for the best quality service. At FUIB there is a system of customer experience management of the world standards level.
MANAGING CUSTOMER EXPERIENCE AT FUIB:
- behavioral, visual and operating standards, sales standards;
- service quality measurements in a chain of branches, call-center (a “Mystery shopper” research);
- measuring customer loyalty and satisfaction (CSI, NPS);
- checklists control before launching products;
- script management for the chain and call-center.
Goals
CUSTOMER SERVICE QUALITY — it is not just compliance with standards, but also correct identification of needs, accurate operations, speed of response, service through a remote channel, etc. To digitize the quality of service and constantly work on its development and improvement, a tool is needed.
With the help of “MYSTERY SHOPPER” program we see in figures not only objective indicators, but also subjective, not only what we do, but also how we do it.
Challenges
Good Service
is much more than fulfilling service instructions. It is very important to love your job, do it with soul and understand what for you perform it.
An employee should understand why he needs to provide good customer service.
QUALITY SERVICE should be included to the EMPLOYEES MOTIVATION SYSTEM, so they get fully involved in the PROCESS.
It was a difficult period for us to introduce subjective index into the “Mystery Shopper” study. Complying with all standards does not mean a customer receives positive experience of communication in a bank. An employee should be flexible and adapt his behavior according to the situation.
Solution
WE INVITED MARKET EXPERTS TO PARTICIPATE IN OPEN TENDER.
4Service has shown itself as a strong player. We decided on 4Service since this company proved its customer loyalty, flexibility, customer-oriented approach, developing individual solutions for the client.
In 2011 the bank decided to conduct measurement of customer service quality on compliance with the standards by applying the MYSTERY SHOPPER research.
THANKS TO COOPERATION WITH 4SERVICE WE HAVE AN OPPORTUNITY TO COMPARE OURSELVES WITH THE MARKET, WITH OTHER FINANCIAL INSTITUTIONS. 4Service advantage is that the role of mystery clients is performed by real customers who are hired for implementing the program and pass special training. Moreover, 4Service suggests an IT solution: customer companies have access to resource where all information on ongoing research is collected, analytics and history are presented.
BY IMPLEMENTING THE “MYSTERY SHOPPER” PROGRAM we check compliance with quality standards in all channels of interaction with the bank, measure subjective and objective indices of service quality, study customer satisfaction and loyalty. This tool allows us to stay in a constant tone. We discover our development areas and work on them. Today a client wants to get what he needs in a reliable, simple, and fast way. And we strive to provide it.
Result
Service is a path but not a destination point.
2012
WE HAVE ALREADY ACHIEVED A LOT BUT THERE ARE MORE IMPORTANT STEPS AHEAD.
Our performance has grown significantly as compared to 2012, when the program on quality by 4Service was launched at the bank. We do not go below “good” and “excellent” grades.
2014
IN 2014 WE COULD ALREADY DECLARE FUIB QUALITY TO OUR CLIENTS.
Our customers know that by contacting any bank channel they will experience exact compliance with the standards. In addition, we started to measure subjective assessment, to study client perceptions after interacting with us. In order to promote customer satisfaction, subjective index is included to the FUIB staff motivation system.
2015
IN 2015, AFTER ASSOCIATION OF FUIB AND ‘RENAISSANCE CREDIT’ BANKS, WE WORKED ON RETAINING THE QUALITY IN THE UNITED BANK AND ON EMPLOYEES “IMMERSION” IN QUALITY SERVICE.
We do not stop developing, complicating the standards every year. We improve the service quality provided in FUIB in accordance with growth of customer and market requirements, and 4Service is our faithful partner on this path.
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