In a nutshell
ICICI Bank operates contact centers that provide phone-banking services from two cities; Hyderabad and Mumbai. The contact centers operate with approximately 4500 people spread over 360 teams. The bank wanted to improve the customer satisfaction levels and also wanted to integrate brand values internally.
Challenges: The contact centers were spread across four locations within the two cities with an average employee age of 24years. The bank was witnessing high churn rate of employees, low motivation levels, limited knowledge of the brand beyond phone banking operations and more importantly restless youngsters with high fatigue.
What we did
Brand Harvest spent substantial amount of time to understand the overall psyche of the people, culture, routine, and hierarchy of teams, pressure beyond all their customer sensitivity. We identiﬁed that the key task was to ﬁrst create a greater sense of belonging and elevate their role from being a contact centre employee to a phone banking ofﬁcer. We ran a one-year program to orient them to think brand and sensitized people through internal alignment of brand values. A robust platform was created for people expressions.
Result: The bank has witnessed a measurable increase in the overall ﬁrst call resolutions through phone banking.
We ran a one-year program to orient them to think brand and sensitized people through internal alignment of brand values. A robust platform was created for people expressions.