Bank Contact Center Mystery Shopping

 

Contact center mystery shopping provides banks a unique opportunity for bank customer experience managers to evaluate the customer experience using predetermined scenarios.

 

Diagnose and correct root causes of positive and negative experiences.

 

As delivery channels continue to evolve, the role of the bank contact center is going to become central as a service and sales channel. The bank contact center is in the middle of the retail delivery process, and it is incumbent of managers to monitor employee service and sales behaviors with controlled scenarios.

For more information about aligning the cross channel experience, click below:

Customer Experience Measurement Implications of Changing Branch Networks

Bank Contact Center Mystery Shopping Research Purposes

Bank contact center mystery shopping can serve several purposes, among them:

In-Bound Contact Center Customer Experience: Banking service and sales behaviors are monitored with in-bound calls or live chat to not only measure but also motivate sales and service behaviors.

Out-Bound Contact Center Customer Experience: These shops are performed by seeding call lists with contact information for mystery shoppers. Service and sales performance is monitored, again, to both measure and motivate sales and service behaviors.

LifeCycle/Cross Channel Shops: Highly trained researchers interact with the company over a period of time using multiple channels, providing valuable feedback about service performance throughout the customer lifecycle across multiple touch points, giving managers valuable context in which to evaluate the alignment of the contact center with other channels.

Competitive: Benchmark sales and service execution to key competitors to identify competitive differentiators and areas of opportunity.

 

Bank Contact Center Mystery Shopping Objectives

Kinēsis bank contact center mystery shopping program can help financial institutions address a number of questions, including:

  • How well do employees meet company service standards and customers’ service expectations?
  • How have customers’ experiences with the institution’s service changed over time?
  • Which agents are top performers in providing service and could therefore serve as role models?
  • How does a customer’s service experience influence his/her intent to purchase or open an account or visit a branch?
  • What banker behaviors drive intent to purchase or open an account?
  • What are the causes of customers’ positive and negative service experiences?
  • How does a company’s customer service relate to the industry norms in Kinēsis’ database of industry experience?
  • What employee training, compensation, or other investment will have the greatest impact on employee contribution to revenue?
  • How can the company best coach employees?

The contact center has a role in driving purchase intent and loyalty.

Our research suggests integrating other channels into the conversation, and sincerely expressing interest in the customer broadly drive purchase intent as a result of a sales presentation with a bank contact center.

For more information about agent service attributes that drive customer loyalty, click below:

Drivers of Purchase Intent in the Contact Center Experience in Retail Banking

Additionally,

For more information about what impresses customers positively as a result of an interaction with a bank contact center, click below:

Own the Call: A Key to Customer Loyalty


Contact Center Purchase Intent Drivers: Empathy and Competence from Kinesis CEM, LLC

 

“The human element of the contact center continues to be the biggest challenge.”

- Jerry Silva IDC Financial Insights