Magazine article American Banker

ING Solves a Few Call Center Puzzles

Magazine article American Banker

ING Solves a Few Call Center Puzzles

Article excerpt

Byline: Jeremy Quittner

ING Direct of Canada has reduced its call center volume by investing in technology that helped it find out what drove many of its customers to pick up the phone.

In 2009, ING started using a voice analytics product by Verint Systems Inc. of Melville, N.Y. Verint's product transcribes call center calls, enabling banks to search for key phrases and words and graph almost any trend.

Using this product, ING learned that many inbound calls centered on flaws in its website that could be easily fixed. "We wanted to know what the root of their inquiry was, and why they were not acting online," says David Archard, head of analytics and quality assurance for ING Direct Canada.

By making those changes, Archard says ING, which has spent less than $100,000 on Verint's service, immediately reduced call center volume by 5%. Call times were also shortened, Archard says, because consumers had fewer questions about the product. On average, calls cost between $4 and $6, according to Celent.

The ING Group unit has 2.2 million customers, 90% of whom interact primarily online and through call centers, which handle some 2 million calls a year.

ING has since used the Verint system to get more insight into the behavior of its customer service agents in fighting off attrition. It was able to determine through phone call analysis that agents were not reacting quickly or decisively enough to cues from dissatisfied customers other than to ask why the customer was thinking of leaving. …

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