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Higher calling: Here are five steps that a bank can take to develop a call center strategy to improve customer outreach and enhance sales. (Feature).

Publication: ABA Banking Journal
Publication Date: 01-APR-02 		Format: Online - approximately 1116 words
Delivery: Immediate Online Access
Full Article Title: Higher calling: Here are five steps that a bank can take to develop a call center strategy to improve customer outreach and enhance sales. (Feature).(Banking call centers, technology and staffing)

Article Excerpt
Despite their rising popularity in recent years, call centers today remain underutilized and under-appreciated. Some banks continue to resist adding the service. The arguments that these institutions make are familiar: They view call centers as an "intervening layer" between them and their customers. They fear that call centers will detract from personalized service. And, they are concerned that centers will "distance" the institution from its customers. These banks imagine their customers saying, "I used to call my bank and be able to talk to a human being, and now all I get is a recording."

Actually, the opposite is true. Well-configured call centers with appropriate technology and skilled personnel add to the quality and quantity of customer touch-points. Such centers enhance personalized service and help bring the institution and its customers closer together.

Consider these customer benefits:

* Rather than being handed from employee to employee (some of whom turn out to be the wrong contact), customers calling into a call center can be routed directly...

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