Mashreqbank's state-of-art Call Centre provides latest technology

"Since the launch of our Call Centre six years ago, we have continually upgraded it with state of the art technologies," said Steven Pinto, Head of Retail Banking Group, Mashreqbank. "Recently, we have added an Interactive Voice Recognition service (IVR). In addition, Mashreqbank's Call Centre is the only call centre in the UAE to offer Urdu as a third language in addition to Arabic and English,"

In the first quarter of 2003, Mashreqbank's Call Centre has dealt with almost a million calls. This number translates to an average of 60 calls every 10 minutes 24x7, with daytime peaks of 200 calls per 10 minutes. To maintain standards, all calls received at the centre are answered on the first ring. The interactive voice response system takes over and allows the user to select a language and then navigate through a complete range of banking enquiries and transactions. Of the 50 percent of calls that are subsequently transferred to a Personal Banking Advisor, 90 per cent are answered within 30 seconds.

"Having a call centre set to the highest global standards has greatly enhanced our retail business both in customer satisfaction and operational efficiency," added Pinto.

Mashreqbank's modern Call Centre is equipped with state of art technology to identify the service needs of the caller. Large wallboards across the operating floor indicate how many calls are incoming for which language and how many attendants are busy or free to answer. A sophisticated analysis of call rate data makes it possible to predict staffing levels for different times of the day, week and season, ensuring that service levels are maintained at the highest standard.

Many 800 calls are routine, such as chequebook requests and credit card payments. The majority of these can be handled by keying in information via the phone's keypad or the newly introduced interactive voice recognition service. However, approximately half of all the incoming calls require the services of a Personal Banking Advisor, particularly for buying a new product or service or getting a problem resolved. These highly trained staff members are rotated through different departments within the bank to become acquainted with as many products and services as possible and also undergo extensive training in call courtesy, attentive listening and security issues.

"At the end of the day it is all about service," says Pinto. "Hi-tech equipment may boost efficiency and help logistically, but ultimately it is the rappot between the customer and the operator that matters. Personality, patience and empathy are the key to maintaining happy customers." Concluded Pinto

ENDS