Success Story: Banking & Financial Services Bank Leumi Success Story > Banking & Financial Services > Bank Leumi Page 2
Industry...... Financial Services Customers ...... 2 .5 Million Bank Leumi Monthly Call Volume . 1 .2 Million http://english leumi. co. il.
faction, it needed to provide a consistent level of service across all Bank Leumi Reduces Costs and points of contact. This consistency had become even more Improves Customer Service important as customers increasingly expected to be able to interact with Genesys Software and IBM with the bank through a variety of channels, including at branches, via phone, and the Internet. Established in 1902, Bank Leumi is one of the largest banks in Israel, serving 2.5 million customers and employing 11,000 “Our strategy for the contact centre was to differentiate between personnel. The bank is headquartered in Tel Aviv and operates our customers and to provide premium service to the most profit- 236 branches throughout Israel, as well as another 82 branches, able customers. We also wanted to reduce the cost of all operating agencies, and representative offices in 21 countries throughout systems,” says Sasson Mordechay, senior vice president of operations the rest of the world. Bank Leumi has the dominant market and communications at Bank Leumi. “Further, we wanted to take share in Israel, with 30% of the banking market and a strong and all the telephone calls coming into our branches and pass them stable balance sheet that includes US$59.4 billion in assets, and through to the contact centre so that the contact centre would be total assets under management of US$123 billion. the only channel to have telephone and Internet contact with our users. In that way, we could free that time in the branches and Bank Leumi is organised into four business lines, each providing increase the effectiveness of our branch service.” banking and financial services to different market segments. The corporate banking division concentrates on servicing major and Bank Leumi decided to implement a state-of-the-art multi-channel international companies; the commercial banking division contact centre to replace three distinct customer support teams for concentrates on servicing middle-market companies; the private technical support, telemarketing, and investments. The bank deter- banking division is aimed at wealthy customers who require mined that the new contact centre would enable it to better manage investment solutions at a highly sophisticated level; and the retail its customer relationships, decrease the workload on its branch banking division concentrates on providing banking services to employees (enabling them to focus more of their attention on households and small businesses. providing better customer service), and generate opportunities for up-selling and cross-selling new products and services. In addition, Focusing on Customer Service the centre would allow Bank Leumi to provide self-service and assisted services to customers over the phone and via the Internet, To build on its already dominant market share, Bank Leumi had which would enable them to better address customers’ needs while launched a new strategy to refocus on customer service. The simultaneously reducing costs. bank determined that to maintain high levels of customer satis- “IBM and Genesys gave us the complete, end-to-end, best-of-breed technology solution . We look at IBM and Genesys as our strategic partners .” Sasson Mordechay, Senior Vice President of Operations and Communications, Bank Leumi
Success Story > Banking & Financial Services > Bank Leumi Page 3
Results • Increased customer satisfaction ratings from 65% to 80% • Improved branch productivity and agent job satisfaction • Decreased staffing costs by 25% • Reduced complexity and support costs • Achieved a more consistent customer support experience
To develop the new contact centre, Bank Leumi had a number of IBM Global Business Services led the implementation with challenges to overcome, such as shifting the bank from a services- IBM Global Technology Services to help with networking. The oriented strategy to a more customer-oriented strategy. In addition, solution is based on the following software, which work together the bank needed to create a new model and business process for seamlessly to allow Bank Leumi to deliver advanced multi- customer identification that would link a customer’s personal ID channel support services to its customers: number to the corresponding account number. And lastly, the bank • Genesys Customer Interaction Management was working under extremely challenging time constraints. • Genesys Advanced Routing Genesys and IBM Deliver Customer • Genesys Inbound Voice Service Innovation • Genesys Outbound Bank Leumi turned to Genesys and IBM to help build a sophisti- • Genesys Workforce Management cated multi-channel contact centre that aligns support practices with • IBM WebSphere Voice Response their customer-focused strategy. The solution leverages Genesys customer interaction management and voice platforms with IBM IBM implemented the solution at two of Bank Leumi’s sites — voice and professional services. This provides consistency of experi- in Keshev and Rishon — which are technologically independent. ence across all interactions, the ability to differentiate service levels “When we started our multi-site contact centre project, we for high value customers, scalability, and cost effective self-service to wanted it to be as transparent as possible,” says Mordechay. “It offload branch personnel and tools to deliver customised cross-sell/ doesn’t matter where our customer agents are located.” up-sell offers. Bank Leumi’s prior experience in implementing IBM TotalStorage® hardware for valuable customer data, along with IBM Benefits now — and for the future ® ® Tivoli and IBM WebSphere software to help secure core banking The new solution has yielded numerous benefits for the bank systems, streamlined the time-sensitive project, including integration — and also for its customers. For example, with its support opera- of existing systems and processes. tions centralised in the contact centre, the bank has enabled its The combination of IBM’s knowledge of Bank Leumi’s existing IT staff members to track all interactions with any given customer, environment and of the banking industry, together with industry- which allows them to learn from each interaction and to use that leading contact centre software from Genesys, delivered a complete knowledge to build a better relationship with each customer. and fully integrated solution. Success Story > Banking & Financial Services > Bank Leumi Page 4
Solutions • Genesys Customer Interaction Management platform • Genesys Advanced Routing • Genesys Inbound Voice • Genesys Outbound • Genesys Workforce Management • IBM Global Technology Services • IBM WebSphere Voice Response • IBM Global Business Services
And the new contact centre enables customers to access checking Another result was that Bank Leumi’s contact centre handled a accounts, deposits, and other investments, as well as to pay bills, monthly volume of more than 1.2 million calls, with 64% of exchange currency, access technical support, and provision passwords. those completed via an interactive voice response system — an Bank Leumi customers have full access to these products and increase of 25%. The centre also processes 62,000 financial trans- services on a 24x6 basis (the bank ceases operations on Saturdays in actions per month. Overall customer satisfaction levels rose from observation of the Sabbath). 65% in 2005 to 80% in 2006.
The solution has also enabled Bank Leumi to optimise its staff Most importantly, the solution has aligned Bank Leumi’s customer- resources. Because customers have better access to self-service options, focused strategy with its support practices and positioned the branch visits have decreased, allowing branch staff more time to bank to handle an increasing number of customers and transac- spend with individual customers and more opportunities to up-sell tions as its business and market share continue to grow. “We look and cross-sell. As a result, the bank has seen sales growth in the areas at IBM and Genesys as our strategic partners,” concludes of credit cards and deposits. In addition, Bank Leumi has reduced its Mordechay. “All of our future plans are based on and coordinated personnel costs by 25%, largely due to the increased efficiency facili- with IBM and Genesys roadmaps.” tated by the solution.
Genesys Worldwide Americas Europe, Middle East, Africa Asia Pacific Genesys, an Alcatel-Lucent company, is the world’s leading Corporate Headquarters EMEA Headquarters APAC Headquarters provider of contact center and customer service management Genesys Genesys House Genesys Laboratories software — with more than 4,000 customers in 80 countries. Genesys software directs more than 100 million interactions 2001 Junipero Serra Blvd. Frimley Business Park Australasia Pty Ltd every day, dynamically connecting customers with the Daly City, CA 94014 Frimley Level 17, 124 Walker Street right resources — self-service or assisted-service — to USA Camberley North Sydney NSW 2060 fulfill customer requests, optimize customer care goals and Surrey GU16 7SG Australia efficiently use agent resources. Genesys helps organizations Tel: +1 650 466 1100 United Kingdom drive contact center efficiency, stop customer frustration Fax: +1 650 466 1260 Tel: +61 2 9463 8500 and accelerate business innovation. E-mail: [email protected] Tel: +44 1276 45 7000 www.genesyslab.com Fax: +44 1276 45 7001 For more information visit: www.genesyslab.com, or call +1 888 GENESYS or 1-650-466-1100. Genesys and the Genesys logo are registered trademarks of Genesys Telecommunications Laboratories, Inc. All other company names and logos may be registered trademarks or trademarks of their respective companies and are hereby recognized. © 2009 Genesys Telecommunications Laboratories, Inc. All rights reserved. IBM, TotalStorage, Tivoli, and WebSphere are trademarks or registered 2553v.1-1/09-EU trademarks of International Business Machines Corporation in the United States, other countries or both.