ATB Financial’s mission statement is perhaps best summed up by Steve Fedorchuk, the company’s VP of Customer Care.
“We looked at our 77-year history and decided that we can transform banking,” Fedorchuk explained. “We can change banking, reimagine it, and make it work for people almost 80 years later.”
As part of the 2015 Engagement and Experience Expo powered by Loyalty360, Fedorchuk and Dwayne Calder, Director of Customer Care Operations at ATB Financial, shared with attendees how this bold aspiration is being reached using insight gathered from the Canadian bank’s more than 700,000 customers.
Using speech analytics in conjunction with customer service call recording, ATB Financial is able to effectively train employees to provide customers with the best experience possible. Training employees based on past customer insight has gone a long way in making ATB’s bold customer service goals a reality.
“If nothing else, we want our team members to attempt to form a personal connection with every customer they speak to,” Fedorchuk said. “Creating an emotional bond is how you turn a customer into an advocate.”
What’s more, the analytic tools enable the company to search service calls by keyword and gather insight into customer sentiment.
“We’re able to find out, as we launch our products, are we being transformative?” Calder explained. “What are our customers saying in an unscripted environment about how we’re providing service to them?”
The journey to better VoC analytics is driven by the company’s desire to build real loyalty through positive customer interactions.
“A customer isn’t going to remember what you did for them last month or last year,” said Fedorchuk. “What they’re going to remember is how you made them feel.”
ATB Financial’s VoC improvements have produced tangible results not only on the customer side of interactions, but internally as well. Employee engagement is up 10% year over year, while call center employee retention is at a surprising 93%, up from 80% a year ago. These impressive statistics, along with the company’s genuine drive to change the way customers look at banking, earned ATB Financial a Silver Award in the Best Customer Insights in Customer Experience category at the Loyalty360 CX Awards.