Dollar Bank Committed to Excellent Customer Engagement and Customer Experience

Dollar Bank Customer ExperiencePam Dancisin, VP Marketing, Dollar Bank, knows a great deal about customer experience since she spent her first 17 years at the company in the contact center.

During a session at last week’s IBM Amplify 2015 Conference in San Diego, Dancisin, who also manages customer experience at Dollar Bank, told attendees how her differing duties connect.

“I started at the bank 25 years ago in the call center,” Dancisin explained. “I have the knowledge and experience of actually dealing with customers on a day-to-day basis and also the marketing pieces to help me deliver good service to the customers and to be able to cross-sell our products and services.”

Dollar Bank, a regional bank with more than 60 branch offices in southwestern Pennsylvania and northeastern Ohio metropolitan areas, is celebrating its 160th anniversary this year. It is the largest independent mutual bank in the United States.

Dollar Bank uses IBM’s Tealeaf to make significant improvements to its online experience. Empowered by Tealeaf’s real-time insight into exactly what online customers see and do on the website, Dollar Bank’s customer agents are much better able to immediately resolve the issues that cause customers to call for assistance

In the first month of using Tealeaf, Dollar Bank shaved off nearly 40 seconds of its average handle time. More importantly, by quickly identifying and eliminating the obstacles that were causing online customers to struggle, Dollar Bank minimized the number of customers affected by these issues and the company experienced a 50% reduction in the number of web-problem forms they created.

Dollar Bank is deeply committed to supporting the needs of its customers, including providing them with the highest quality online banking services. In order to match its commitment to customer service, the company knew it needed to maintain an efficient online channel and turned to Tealeaf for powerful customer experience management. Using Tealeaf, Dollar Bank captures and records every interaction with each online customer, enabling them to identify the sources of customer struggle and gauge the business impact of these issues. This rich insight enables them to improve the customer experience, raise customer satisfaction and retention, reduce costs and improve their bottom line.

“The agents couldn’t see what our customers were doing and help them deal with whatever struggles they were having,” Dancisin said. “Tealeaf enabled us to see those journeys with the cutomers and help with resolutions and conversions.”

What’s more, Dancisin discussed what Dollar Bank refers to as “Movie Nights.”

“They are an opportunity for product managers to actually view the process,” she said. “We put together some sessions and let them walk through the journeys customers take and then make recommendations on how to improve those journeys.”

How can we add greater value to customer engagement?

“Our biggest struggle is that we need to be able to help customers at the moment they need it,” Dancisin said. “We want to be able to use the data we have, the experiences we’ve had with that customer already, to be able to engage them and hopefully be able to cross-sell them another product at Dollar Bank.”

About the Author: Mark Johnson

Mark is CEO & CMO of Loyalty360. He has significant experience in selling, designing and administering prepaid, loyalty/CRM programs, as well as data-driven marketing communication programs.

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