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Drivers of Purchase Intent in the Contact Center Cxperience in Retail Banking
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Transcript of Drivers of Purchase Intent in the Contact Center Cxperience in Retail Banking
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Kinesis CEM, LLC
Drivers of Purchase Intent in the Contact Center Experience in Retail Banking
https://blog.kinesis-cem.com/2014/07/07/drivers-of-positive-impressions-of-the-contact-center-experience-in-retail-banking/
Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies. Mr. Larse can be reached at [email protected].
http://www.kinesis-cem.comhttp://www.kinesis-cem.com/bank_mystery_shopping_contact.shtml
kinesis-cem.com 206.285.2900 [email protected]
Drivers of Purchase Intent in the Contact Center Experience in
Retail Banking
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What impresses customers positively as a result of a call
to your call center?Question:
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To evaluate the efficacy of sales
and service behaviors
The Objective
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Mystery shopped5 banks with
significant North American footprints
Methodology
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To evaluate the effectiveness of each sales behavior
correlated each behavior to purchase intent
Analysis Plan
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7 behaviors are at least 3 times more likely to be present in calls
with positive purchase intent compared to negative
This Results
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Invite to visit a branch
1
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If on hold, thank for waiting2
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Express appreciation for interest/thank
for business3
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Offer further
assistance4
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Mention/refer to website
5
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Listen attentively to your needs
6
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Offer to send
material7