Alberta Treasury Branches beefs up call centre

Alberta Treasury Branches (ATB) an Edmonton-based bank, is rolling out a system that is designed to help call centre agents sell more products to customers.

ATB, which is owned by the provincial government, finished a one-year user trial of Siebel Systems’ eFinance application yesterday and plans to have the software rolled out to all of its call centre employees by the end of this month.

One of the main advantages of the software is it lets customer service representatives pull up all customer information on their screens when clients calls about their accounts, said Ken Casey, ATB’s vice-president of corporate services and operations.

In the past, agents were able to pull up some – but not all information

– on a customer. In some cases, agents had to rely on paper records that weren’t always up to date, Casey added.

By having all information in one place, agents can try to sell customers services that they don’t already have. For example, Casey said, if a customer calls about their mortgage, the agent pulls up the file and notices they don’t have life insurance with ATB, the agent could try to sell them life insurance.

In another possible scenario, an agent might notice that a customer has debt instruments but no equity products in their retirement savings plan, and the agent could try to persuade the customer to buy stocks, Casey said.

The goal is to increase revenues gained through the contact center. Last year, the ATB made about $2.3 million in revenue on products and services sold through the contact center alone. This year, the bank wants to increase sales to $5 million.

Siebel eFinance also lets banks gather customer information for outgoing calls, Casey said, adding ATB plans to use the software for target marketing campaigns for products such as credit cards.

In the future, ATB plans to roll out eFinance to the workers who manage corporate accounts. The relationship managers could visit their business customers and have all the account information on their notebooks, Casey said.

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