Banking on CRM银行业的客户关系管理

Banking on CRM银行业的客户关系管理
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作者:杰瑞·罗莎

How GreenPoint's call center achieved a 300 percent ROI.

绿点的呼叫中心如何取得300%的投资回报率。

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These days Lance Manning, regional manager of GreenPoint Credit Collection Center, has many reasons to smile while he is at work. That is because he picked a CRM solution that has not only brought his company a killer ROI, but also has made the job easier for his workers. In fact, according to a recent report by research firm Benchmark Portal, GreenPoint's installation had an ROI of more than 300 percent, and has paid for itself in four months.这些天来绿点信用托收中心的区域经理兰斯·迈宁在工作时有很多微笑的原因,这是因为,他选择了一个CRM方案,这个方案不仅给他的公司带来了惊人的投资回报率,也使得他的员工工作起来更容易了。实际上,根据Benchmark Portal研究公司最近的报告,绿点的CRM实施取得了300%以上的投资回报率,并且四个月后就收回了成本。

Manning's job was not easy. GreenPoint Credit was working more or less in the Dark Ages. Its agents dialed phone calls manually, and Manning had no view into what calls the agents were making to reach the 40,000 customers who had defaulted on loans. Plus, using an archaic system made the job much tougher than necessary.

麦宁的工作并不容易,绿点信用或多或少地处于黑暗时代,它的代理人手工拨电话,迈宁不知道如何使代理商与40000拖欠贷款的客户取得联系,而且,使用陈旧的系统使工作更加艰苦。
GreenPoint Credit, a division of GreenPoint Financial, is a bank holding company that provides a variety of financial services, including the financing of manufactured housing. Because the market for manufactured homes hit bottom, GreenPoint Credit stopped lending in that market, but continues to recoup the money from its outstanding loans. A large percentage of its customers are sub-prime borrowers, which means they are considered to be less than creditworthy.

绿点信用是绿点金融的一个分支,它是一家银行控股公司,提供多种金融服务,包括房产理财。因为房产市场被打入谷底,所以绿点信用停止了给这个市场的贷款,但是继续从业绩好的贷款中补偿损失。它的大部分客户是次级借用人,这以意味着他们的信誉比较低。

Faced with a rise in delinquencies--and about 100 agents working from 40 collections offices across the country--in the spring of 2000 Manning got the go-ahead to form a committee to centralize the operations. He consolidated to one 20-rep call center in Ontario, Calif., to focus on 10- to 29-day delinquent accounts for GreenPoint's manufactured housing loan portfolio. But the call center was not meeting its goals. It needed to upgrade its collections systems with an outbound contact management system to improve the efficiency of the outbound calls.

全国40个托收办事处大约有100个代理商在工作,拖欠帐款不断增长,2000年春天,迈宁着手建立一个委员会来集中运做,他在加利福尼亚安大略建立了有20个代表的呼叫中心,为绿点的房产贷款部长集中10到29天的拖延帐款,但是呼叫中心并没有达到预期的目标,它需要升级其托收系统,用一个面向国外的联系管理系统来提高国外呼叫的效率。

"We needed to touch our delinquent accounts and we couldn't do it with the system we had in place," Manning says.迈宁说,“我们需要联系我们的拖延帐款,我们无法用现有的系统来实现。”

Manning says he received executive approval to assemble a team of four executives to find a solution. The team spent 60 days researching, kicking tires, and meeting with vendors. It selected Concerto Software and its Unison Call Management System product.

迈宁说他得到主管的正式批准,建立一个4个经理的团队来找到解决方案,这个团队花费了60天来调查研究、接触卖主,最终选择了Concerto软件及其统一呼叫管理系统产品。

Unison's features include predictive dialing, list management, case status reporting, and blended inbound/outbound call management. Peter Cohen, senior director of marketing at Concerto says Unison's predictive dialing feature only connects an agent when someone picks up the phone. "That features makes the agent productive. They are not listening to an answering machine. It's a huge cost savings," Cohen says. The installation took about 75 days, and each GreenPoint Credit agent is able to make 3.6 times more calls per hour than they had made when they dialed manually, he says, adding that in October 2000 the system was fired up and the agents had undergone an extensive training.

One of Unison's key features is that it allows Manning to look at the system in real time and see what all the agents are doing. "I am able to listen in on a call and coach them right into their ear set," he says. That ability to look at a screen and see what an agent is doing allows the company to track its agents' progress on a daily and weekly basis. Although this feature is important to Manning for improving productivity, a bigger concern was ROI.

Fortunately, the software paid for itself in four weeks, and Manning claims he has been able to streamline agent staffing by 60 percent, paring it to 25 collectors in 2002 from the 40 agents he had initially expanded it to shortly after opening the Ontario call center. The recent Benchmark Portal analysis, commissioned by Concerto, illustrates why: Using Unison each agent is able to place 116.2 calls per agent hour and generate 14.2 contacts per agent hour compared to placing 32.7 calls per agent hour and 6.2 contacts per agent hour using the manual mode.

"The most important thing is that we were able to rescue delinquent accounts by 5.6 percent," Manning says. And that's money in the bank.

posted on 2006-03-12 15:03  Kouwell  阅读(227)  评论(0编辑  收藏  举报

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