Success Story: Banking/

ASB Ltd. Success Story > Banking > ASB Bank Ltd. | page 2

SB Bank Ltd. was founded in 1847. A In early 2008, ASB was considering a number Astrong sense of Community and heritage of new initiatives designed to leverage its At a Glance has served the bank well for more than investment in Genesys and other contact 162 years. ASB Bank has had many other firsts centre technologies. These initiatives included: as well including the first to launch phone >>A new Contact Centre, to be located in banking, Internet banking, online share the city of Manukau, was scheduled to go trading, and mobile phone banking in the live in early 2009 New Zealand market. >>Three new business units — Collections, Today, ASB Bank, a wholly owned subsidiary ASB Bank Profile: Business Banking, and the FastNet Business of of Australia, serves support desk — were soon to be added to > 2009 total assets of more than one million personal, business, rural, the main Contact Centre operation NZD$66 billion insurance, and share trading customers via web, >>Continuing growth and expansion of Contact Centres, and 135 nationwide branches. online services and products resulted in > More than one million The bank has a strong service culture which customers discussion of multi-channel or cross- has created an underlying strength to achieve channel opportunities and customer > www.asb.co.nz consistent growth, even through difficult service needs financial times. In 2009, ASB was ranked at >> Upgrade to the latest version for all number 17 amongst the top 50 financially Genesys solutions safest by Global Finance magazine. >> Desire to tap the knowledge resources Industry: How are we doing? available in its branch offices for Contact Financial Services Centre duties — “any agent, anywhere” The spirit of innovation and dedication to Processed calls: making the financial lives of its customers as >> Planned migration of its Call Centre infra- 3.5 million annually easy and hassle free as possible is what led ASB structure from Genesys/Avaya to Genesys/ to embrace Genesys solutions to meet its Cisco over a SIP-powered network Call centres: Contact Centre needs. The bank was an early “We had reached a point where we had a deep Four sites adopter of the skills-based routing provided functional relationship with Genesys and we within the Genesys Customer Interaction were ready to add new depth to our capabilities, Call centre agents: Management platform. and reach out across the organization,” notes 400 Since first implementing Genesys CIM in 2000, Chris Mitchell, ASB’s Manager of Contact ASB has steadily extended and advanced its use Centre Operations. “We had a business model of the platform and other Genesys solutions, through which we felt we could extend adding Genesys Voice Platform and Genesys productivity gains and increase engagement Workforce Management, and is currently with the customer.” implementing Genesys Outbound Voice. Mitchell continues: “With all of the The Genesys solution portfolio has enabled impending changes and services we were the ASB to serve customers through segmen- planning, we felt we needed to pause and take tation and skills-based routing that accurately stock. Because Genesys has been beside us as matches customers with appropriately skilled a partner throughout the evolution of our agents. ASB’s Contact Centre has moved Contact Centre, we believed Genesys from simply handling transactions to engaging Business Consulting could provide the global with the customer and building customer experience and independent view that we loyalty. Genesys Workforce Management is needed. We trusted them to help us helping the Contact Centre to match staffing determine where we stood compared to other levels with forecasted call volumes, incorpo- Contact Centre organizations, how could we rate schedule adherence as a key performance do more with our existing Genesys solutions, indicator, and reduce schedule shrinkage. and what we needed to do to improve. In other words, what are we doing right and what can we do better?” Success Story > Banking > ASB Bank Ltd. | page 3

Objective view and global expertise add value Challenges The ASB Contact Centre engaged Genesys Business Consulting to conduct a > Analyze current state of Business & Technical Maturity Audit to answer three key questions: business processes and 1. What is the current state of the ASB Contact Centre business processes? technology 2. What is the current state of the supporting Contact Centre technology platform? > Extend Contact Centre services to growing number of business 3. How do we evolve from where we are today to enable multimedia, multi-channel units customer management? > Leverage leadership in online In February and March 2008, consultants from Genesys Business Consulting spent about services four weeks meeting with a broad cross-section of ASB Contact Centre staff and manage- > Optimize new Contact Centre ment, as well as reviewing numerous reports and other documentation. This fact-gathering location phase provided the critical input for the Genesys Business Consulting Business & Technical Maturity Audit. > Transition Contact Centre infrastructure to IP network The Business & Technical Maturity Audit is based on the Genesys Customer Management Competency Framework. This framework provides a multi-dimensional matrix that places the > Develop “any agent, anywhere” ASB Contact Centre on an evolutionary curve supported by four essential competencies: capabilities > Customer Management Strategy > Customer Management Enablement > People > Business Enablers “We rated the bank very highly across all their technical, operational, and management “We are extending our Genesys capabilities, as you would expect given that they are a long-time Genesys customer and really have their heads around how to get the best out of the technology,” explains Greg environment to serve new areas Hedges, Principal Consultant for Genesys Business Consulting. “We provided them of the business. The audit with 38 recommendations for improving their Contact Centre business processes and conducted by Genesys Business technical operations.” Consulting has affirmed our direction and provides guidance Audit delivers multi-level benefits for further improvements.” The Genesys Business Consulting team presented their findings to ASB’s Contact Centre management group in early April 2008. “The way the Maturity Assessment is constructed, Chris Mitchell it talks quite practically about how you organize and operate your Contact Centre,” says Manager of Operations, Contact James Grieve, General Manager Project Delivery. “It tells us what areas of strengths we Centre should have and capabilities we need. For someone who may be new to the Contact ASB Bank Ltd. Centre world, it’s a great document for them to read and gain understanding.” He notes: “What it did for us is reinforce some of the fundamental architectural decisions we’d made around getting onto a proper IP platform, going down the SIP route, and trying to get a single telephony layer — it helped reinforce a lot of our thoughts in these areas. We’d asked ourselves many times whether or not we’d made the right decisions. The Genesys Business Consulting study confirmed that we were on the right path and making the right choices.” As the ASB Contact Centre extends its services and capabilities to an increasing number of customer groups and business units, the Business & Technical Maturity Audit provides the validation for moving forward aggressively. Mitchell says: “When the conversation is going to the business units, it’s very easy to say, ‘listen, we know what we’re doing. Let us help you. This technology really works. And, if you have any doubts, read this.’ ” Mitchell adds: “It was very important that the report was produced by a third party and not us directly. Objectivity was critical to establishing the validity of the findings. The Genesys Business Consulting audit report presents information at a number of levels that makes it easy to use it for discussions with both executive management and at an operational or technical level as well. It’s an excellent tool.” Success Story > Banking > ASB Bank Ltd. | page 4

Building on success Results Bolstered by the very positive assessment contained in the Genesys Business & Technical > Detailed Business & Technical Maturity Audit, ASB’s Contact Centre has moved ahead aggressively on the initiatives noted Maturity Audit analyzes earlier. Over the past year, the bank launced a new 100-seat Contact Centre, extended current state and proposes a Contact Centre service to three additional business units, upgraded all Genesys solutions, path for continued growth and strengthened its investment in IP technology. > Specific recommendations The past year has also brought significant structural changes to bank operations, for business process and including the addition of a General Manager of and the assignment of the technology improvement online channel to the division. The new GM is exploring ways to leverage > Third-party validation for the bank’s Contact Centre to support online services and Mitchell and his staff are ready planned technology and to respond. process enhancements “One of the key focus areas for the Genesys Maturity Assessment was our readiness to > Roadmap for long-term extend Contact Centre services across the organization, be it to take advantage of cross- approach to customer service channel opportunities or the expertise out in our branches,” Mitchell notes. “The Genesys study has reinforced our technological and organizational decisions, giving us the confidence to continue executing our plans. The Technical Maturity component of the study is now our high-level requirements document for improvement. We’ve already carried out several Solutions of its recommendations.” > Genesys Business Consulting > Genesys Customer Interaction Management Platform > Genesys Voice Platform > Genesys Workforce Management > Genesys Outbound Voice

Genesys Worldwide Americas Europe, Middle East, Africa Asia Pacific Genesys is the leading provider of software to manage Corporate Headquarters EMEA Headquarters APAC Headquarters customer interactions over the phone, Web, and mobile Genesys Genesys House Genesys Laboratories devices. The Genesys software suite manages customer 2001 Junipero Serra Blvd. 100 Frimley Business Park conversations across multiple channels and resources Australasia Pty Ltd — Daly City, CA 94014 Frimley Level 17, 124 Walker Street self-service, assisted-service, and proactive outreach — to fulfill customer requests, optimize customer care goals, USA Camberley North Sydney NSW 2060 and efficiently use resources. Genesys software directs Surrey GU16 7SG Australia Tel: +1 650 466 1100 more than 100 million customer interactions every day United Kingdom for 4,000 companies and government agencies in 80 Fax: +1 650 466 1260 Tel: +61 2 9463 8500 countries. These companies and agencies can leverage E-mail: [email protected] Tel: +44 1276 45 7000 their entire organization, from the contact center to the www.genesyslab.com Fax: +44 1276 45 7001 back office, to dynamically engage with their customers. As a result, Genesys stops customer frustration, drives efficiency, and accelerates business innovation. For more

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