Making quality repeatable: how coaching created a consistent customer experience at a big 4 bank
The challenge: create a consistent, signature customer experience for voice-based customer interactions
This Australian Big 4 bank had the following objectives:
To reduce the AHT across their contact centre by 10 seconds
To decrease the Repeat Call Rate from 24.5% to 15%
Additionally, to:
increase employee engagement support the normalisation of attrition
provide consistent customer experience that’s used as the foundation to drive different performance outcomes or objectives
reinforce that the Team Leader’s primary role is to coach and develop their bankers.
The solution: coaching for performance
YakTrak + GRIST ran a program over 18 months with all contact centre leaders and frontline. This included workshops, on-the-job application and coaching across Australia and offshore. Key outcomes included:
Embedded consistency and quality of the frontline behavioural framework by creating signature behaviours that were easier for frontline to implement
Developed frontline leaders’ tactical coaching skills to apply coaching to different metrics, objectives, problems or opportunities
Developed leader of leaders to support frontline leaders to achieve business objectives using tactical coaching
Created consistent coaching accountability and visibility of the behaviours demonstrated by both leaders and frontline.
Results
AHT trending down, despite enquiries becoming more complex; with average reduction across
10 teams of 17.4 seconds
Repeat Call Rate significantly down across all teams, from 25% to 19.6% and on track to reach 15% within the next 6 months
Employee engagement up
Banker attrition significantly down – reduced by 22% in the first 6 months of the program
Leaders’ coaching capability and accountability lifted with more tactical coaching happening more often, at a better quality.
Client
Big 4 bank (Australia)
Audience
Australia:
• 378 Frontline
• 27 Team Leaders
• 7 Leader of Leaders
• 4 Executive Leaders
Offshore:
• 355 Frontline
• 24 Team Leaders
• 3 Leader of Leaders
• 1 Executive Leader
Program
The program was run over 18 months, with all contact centre leaders and frontline involved in workshops, on-the-job application and coaching across Australia and offshore.
Embedding was supported with induction resources created and rolled out for all new leaders and frontline, now delivered as BAU.
Duration
The program ran across 5 months, with face-to-face workshops interspersed with on-the-job application and coaching from the leaders.
TOTAL LEARNING TIME
Australia:
Per leader: 22 hours
Per frontline: 2 hours
Offshore:
Per leader: 26.5 hours
Per frontline: 6.5 hours
