Abi: Contact Center, sempre più a misura del cliente


Consulenza, ascolto e dialogo a distanza, per assistere al meglio la clientela nelle diverse fasi del suo rapporto con la banca. Man mano che si diffonde l’uso della banca digitale, cresce l’esigenza di assistenza, anche a distanza. In quest’ottica le banche consolidano le interazioni con il cliente per telefono e potenziano, ancora di più, quelle via chat, video-chat, e-mail e social media, aumentando l’efficacia del servizio e rafforzandone il ruolo. Basti pensare che nel 2017 le telefonate in ingresso arrivate ai contact center bancari sono state oltre 43 milioni, di cui quasi 25 milioni (il 58%) gestite da operatore, in crescita del 9% rispetto all’anno precedente; ulteriori 16,1 milioni di chiamate sono state effettuate proattivamente verso i clienti. A queste si aggiungono circa 2,5 milioni di e-mail, in crescita del 59% rispetto al 2016 e 1,3 milioni di chat, videochat e videoroom (+11%).

È quanto emerge dall’Osservatorio sui Contact Center Bancari condotto da Abi Lab e dall’Ufficio Analisi Gestionali dell’Abi.


Contatti sempre più diretti e immediati

Con l’affermarsi del digitale, sempre più rilevante nelle abitudini dei cittadini, e l’uso sempre più diffuso dei dispositivi mobili, si rafforzano le modalità di contatto diretto e immediato con la clientela. Dal rapporto emerge che la proattività dei contact center bancari e la loro capacità di rispondere con tempi e modalità efficaci alle richieste informative e di assistenza dei clienti consentono al canale di accompagnare il cliente attraverso percorsi sempre più personalizzati. Cominciano inoltre a diffondersi anche nuove modalità di contatto tra banca e cliente: il 69% dei contact center vede impegnati gli operatori nella gestione dei contatti sui principali social network per realizzare il cosiddetto social customer care. Tra le banche più attive sui social sembra comune la spinta a sviluppare le interazioni con i clienti contemporaneamente anche su diverse piattaforme: oltre a Facebook, Twitter e Linkedin tra le più citate ci sono Instagram, Google Plus, YouTube e Pinterest.

 La qualità del servizio

Dal rapporto dell’Osservatorio emerge che per ciascuna chiamata, considerando anche le richieste più articolate, in media vengono dedicati oltre 4 minuti. Grazie all’efficienza degli operatori e delle procedure, in oltre il 92,8% dei casi il cliente ottiene una risposta conclusiva nella stessa telefonata.

Per agevolare i clienti nell’utilizzo del canale telefonico, nel 63% delle realtà è stato reso disponibile l’accesso al servizio attraverso un numero unico, più facile da reperire e memorizzare per il cliente. Il 60% delle chiamate ricevute dai contact center viene infatti effettuato attraverso cellulari, ormai diventati uno strumento ampiamente diffuso presso tutte le fasce di età della clientela bancarizzata.

Riguardo alla gestione dei contatti non telefonici, per le e-mail (non reclami) il rapporto sottolinea che il tempo medio di risposta è in media di circa 19,8 ore. Buone anche le prestazioni legate all’interazione via chat, con conversazioni della durata media di poco inferiore ai 9 minuti, e sui social network, per cui il tempo medio di risposta a un post/ tweet si attesta su una media di 33,4 minuti.

Secondo il rapporto, oltre il 90% delle realtà analizzate offre supporto alla clientela nell’utilizzo di Internet Banking, Trading on line e Mobile Banking, a conferma dell’importanza che il contact center sta assumendo come facilitatore nell’utilizzo dei canali virtuali. Tra gli altri servizi offerti con operatore o tramite risponditore automatico IVR (Interactive Voice Responder) troviamo: la richiesta di informazioni sull’ubicazione della filiale della banca più vicina (per il 90% dei contact center rispondenti), la richiesta di informazioni sul saldo, sui movimenti di conto corrente, sul deposito titoli e sui movimenti delle carte di credito e debito (per il 89%). Tra i servizi più complessi erogati dai contact center troviamo: il pagamento delle imposte, la compravendita di azioni, i preventivi per i finanziamenti e mutui (per l’84% dei contact center rispondenti) e sottoscrizione di prodotti assicurativi (per il 37%).

Abi: Contact Center, sempre più a misura del cliente

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