Service Solutions - Call Centers; Anywhere, Anytime Service

Anywhere, anytime service
Call centers play a growing role in serving members
By Patrick Totty

Advancing technologies, including push page, Web chat, speech recognition, and the growth of computer processing power, are making call centers an increasingly affordable way for even the smallest credit unions to have a 24/7 marketing and member relations presence.

Built-in scripts and databasing capabilities enable people who staff call centers_in-house or outsourced_to answer complex questions that may not be in their realm of expertise. They can use the same technology to cross-sell products and services. And while the phone remains a key instrument in call center activity, the Web is playing an increasing role as a major contact point between credit unions and their members.

It's a far cry from the condition Max Bishop recalls from five years ago. Bishop is vice president of market and business development at Maxxar, Wixom, Mich. (248-675-1040; www.maxxar.com), which produces call center software called True Point. Back then, the "one-stop shop" idea was in vogue. Jack-of-all-trades agents would try to handle all calls without help. There was no call distribution to expert agents. "Call center cubicles literally were plastered with pieces of paper_rates, regulations, talking points," says Bishop. "Now in 2003, all of that information is on a computer, up-to-date, and scripted. Call-center software integrates with marketing customer information [file] and customer relationship [management] systems to help with cross-selling and tailor the encounter to members' needs."

Maxxar's software sets up different phone numbers for specific types of information, incorporates interactive voice response (IVR) and speech recognition, and distributes calls to agents. The software can be customized to reflect credit unions' marketing and cross-selling strategies. "You can set up scripts and information screens," says Bishop, "so that when members call, agents can bring up scripts immediately."

If members access the call center on the Web and can't find an item, they can click an icon to immediately connect to an agent via Web chat.

Jeff Cernak, chief operating officer at Experion Systems in Billerica, Mass. (978-439-3200; www.experionsystems.com), says call center interfaces that lay out questions and answers in simple, straightforward language allow employees to extract pertinent information from members and dispense sound advice. "The technology tends to have more knowledge than any employee in the credit union," says Cernak, whose company produces Loan Advisor and Deposit Account Advisor call center software and does consulting. "Software now takes the knowledge of product experts, puts it in the hands of employees, and eliminates passing members around_whoever answers the phone can handle the inquiry."

Along with enhancing agents' command of facts, call centers now are moving to multichannel capabilities. LoanLink Lending Center in Grand Prairie, Texas (888-869-5552; www.loanlinklending.com), a collaboration among software maker Appro, Plano, Texas; CUNA Mutual Group, Madison, Wis.; and 30 credit union leagues; is a full-service lending center that takes calls after hours on an overflow basis. "We now receive queries via fax, phone, and on the Web, all through the same system," says Paul Webber, vice president of operations. "Each credit union has information templates we can use to send out the same message over any channel."

At Elgin, Ill.-based Lending Solutions (888-574-6572; www.nlpc.com), an application service provider that takes, processes, and underwrites loan applications, integrating the Web with call centers is a crucial development. "Web-based interactions now can include Web chat and cameras," says Pete Apostolou, director of call center operations. "These are responses to members' complaints that they can't see who they're talking to at call centers. This way, they can see and, psychologically, come close to touching."

Apostolou says the number of Internet-based transactions is growing as credit unions push members to conduct business online. "However, there always will be a point where FAQs [frequently asked questions] can't do it all and members will go to a call center for help. The key is intermingling the two channels_credit unions would like people to do most business online, but call centers always will be there."

Call center technology and training consultant Paul Kowal, president of Kowal Associates in Boston (617-892-9000; www.kowalassociates.com), says the Cadillac of call center capabilities is the push page, where a call center agent can browse other companies' loan packages and rates, and then "push" them through to members' browsers. The growing capabilities of call centers, says Kowal, are forcing a change in terminology. "The new buzzword is 'contact center.' Another trend is that members' perceptions of service are being formed by other providers, such as Macy's online and the airlines. It's raising the bar for credit unions."

SPEECH RECOGNITION
Vendors have mixed takes on speech recognition and IVR. Kowal says speech recognition lowers call center costs as much as 90%. "The new technology isn't as expensive as people think; the main cost is programming." But even that is becoming less a concern as programming becomes modularized via VXML (voice extensible markup language) code.

Kowal says IVR's drawback is that it has either not enough or too many choices. "The beauty of speech recognition is that it 'flattens' the menu structure. Instead of members tediously following prompts that move them through the menu, speech recognition takes members' responses to the recorded question, 'How can I help you?' and sends them down the branch tree right away to the proper spot on the menu."

Bishop says speech recognition works well now thanks to increased computing power and "natural language processing," which uses artificial intelligence to "learn" accents and dialects. "We now can offer multilingual call-center support."

Jeff Frantz, Lending Solutions' vice president of sales, says that while IVR and speech recognition are good for soliciting basic information, "the best use of these technologies is to help route members to the proper person."

Five years ago, says Bishop, setting up a call center cost in the high six or low seven figures. Today, depending on a credit union's size and needs, a system can come in at less than $100,000. As price becomes less of an obstacle, says Apostolou, others arise. "Credit unions sometimes fear a call center will put some employees out of a job. My answer is credit unions engage us for loan growth_the increment from outsourcing can be huge. Because employees earn more closing loan applications than they do taking them, we free them to be more productive."

Apostolou says the system makes an automatic decision on about 50% of loan aplications. "That means the remainder will need some sort of human contact."

Kowal says "single-call resolution" is the goal. "The one most important determinant to success with customers is did you handle them with one call or did you transfer them around?"

Credit unions have another chance to make a lasting impression on members, says Cernak. His company uses "trust assessments," a proprietary method of scoring call center effectiveness through mystery shopping all credit union channels. Experion then offers solutions based on "trust-based marketing," in which the system directs members to products that are the best for them rather than pushing them to products that are the most profitable for the credit union. "This isn't a short-term-gain way of selling products. Members are far more inclined to return because of the good treatment they've received."

WHAT TO LOOK FOR
Credit unions looking for a call center provider need to be clear on three things, says Bishop. "First, they need clear goals. What are they trying to accomplish? Next, they need commitment_the right training and skills, and administrators and trainers with the moxie to make it work. Finally, they need a vendor that acts as a partner and knows the technology and the industry."

Frantz says to look at how a call center provider hires, trains, and motivates its people. "Credit unions should be confident that a call center's folks are as good as their own employees. I'd say this is credit unions' biggest concern." Also, look for a vendor that handles inbound and outbound calls. "That ability completes the cycle by supplementing a credit union's marketing campaign."

Set up time for a call center generally takes 30 to 60 days. Part of the process is testing, where clients give a provider loans they've already made a decision about to see how the provider performs. Fine-tuning the match in perceptions can take time.

Within the next 12 months, says Bishop, call centers will accommodate wireless technologies such as pocket personal computers and personal digital assistants. "You'll see speech recognition technology where members can start loan application processes from remote locations."

Cernak says this development will give credit unions "the opportunity to offer members a virtual branch where they can conduct business from anywhere, anytime."

Members will Expect EBPP
As consumers become increasingly comfortable with electronic services in general, they'll readily accept electronic bill payment, says Dave Selina, client executive for the credit union industry group of EDS, Plano, Texas. Soon, members will expect credit unions to offer bill payment just as they expect automated teller machine access today, he adds.

Consumers also have a more favorable view of bill payment, Selina says, because the settlement companies have become more automated, reducing errors to near zero.

A new online bill payment option from CUNA Network Services, eBill Payment & Presentment, powered by EDS and CheckFree, Atlanta, enables credit unions of all sizes to offer this service to members. The solution allows members to receive and pay any bills electronically, eliminating the cost of checks, stamps, and envelopes_regardless of whether the credit union offers Internet banking through CUNA Network Services. Members can schedule variable and recurring payments up to a year in advance. The program offers guaranteed protection from unauthorized transactions or processing delays.

The service can improve member retention, attract new members, and generate additional revenue. It draws members regularly to your Web site, where they can learn about your product and service offerings, and extends the credit union's online brand.

A limited-time offer includes a one-time setup charge of $2,000, and in years two through five payment of $5.65 per month for each enrolled member. Credit unions can absorb the cost or pass it along to members. For information, call 888-344-3414, ext. 2344, or visit www.cns.coop.

Editor's note: Descriptions of products and services are taken from vendor interviews and literature.

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