Most financial institutions (FIs) gather and analyze product and service metrics and other business intelligence (BI) in some form. However, branch and senior management often overlook an area overflowing with invaluable information—the lobby. Fortunately, technology now makes it simple for FIs to determine the value of service and sales efforts in the branch lobby—and facilitate more sales and better service, as well.
In the Queue
Historically, banks have relied upon sign-in sheets to manage lobby customer service efforts. Once a personal banker, loan officer or customer service representative calls a customer into his or her office, there is often no easy way for the agent to note activities and discussions and upload them to a central BI platform for meaningful analysis.
A far better solution—but one that surprisingly few banks use—is to track and manage customer experiences via a computerized solution from the moment they sign in or are greeted. Here’s how it works:
1. The customer signs into a terminal or iPad and provides his or her name, purpose for visit and any special information that might help the customer service agent assist them. Upon sign-in, the system notes the arrival time. (Optionally, a greeter can sign the customer in and input this information into the system.)
2. The system begins tracking wait time and alerts representatives and managers if it becomes excessive.
3. A service agent notes in the system that he/she will assist the customer, entering the name, reason for their visit and other details for use during the interaction, and then greets the account holder, by name, for the consultation.
4. During the consultation, the agent seamlessly updates the system with items discussed—not only services addressed but also products and cross-sell products suggested (with outcome, e.g. purchased or requires follow-up).
5. When the consultation is complete (or the customer transitions or is escalated to another staffer or different department, if appropriate), the agent closes out the session, which stops the time tracker.
Business intelligence solutions that track agent-customer interaction from sign-in let management know:
- How long customers are waiting to be helped (and whether agents are responding to reminders about excessive wait times).
- Average time spent in consultations during sales and service accomplishments.
- Most prevalent topics during consultations (which can pinpoint hidden service issues and highlight future sales opportunities).
- Percentage of service interactions, products sold, cases escalated and other important metrics during the average consultation.
Without a dedicated, user-friendly software solution, most managers and agents will not accurately record the details needed for such a powerful sales, service and performance analysis. When reports are utilized that analyze this and other data in real-time, the branch and senior management teams can gain vital insight into the health of their lobby service and sales efforts, segmented by specific time periods, high- and low-performing staff members, and other key metrics.
Analytics can generally be customized to enable reporting on any number of available metrics. To learn more about lobby tracking technologies and their benefits, we invite you to download the Retail Branch Lobby Study white paper from FMSI.com.
About W. Michael Scott:
W. Michael Scott is President and CEO of Financial Management Solutions, Inc. (FMSI). FMSI provides easy-to-use, yet sophisticated, business intelligence and performance management systems that allow financial institutions to manage and staff efficiently to meet service and sales needs. For more information, visit www.fmsi.com.