THE CLIENT:
BROU is one of the most important financial institutions in Uruguay, playing a decisive role in the country's economic development. It is also the bank with the largest number of clients thanks to its national coverage.
THE DIGITAL CHALLENGE:
For years, BROU has been betting on the digitalization of its services and the sophistication of the customer experience. In line with the strategy of "providing the customer with an innovative, safe and efficient interaction experience", the Contact Center needed a qualitative leap as it was receiving a number of customer service requests whose peak demand was not possible to meet the stipulated service level.
THE OBJECTIVE: To create a new communication channel:
- Agile
- Easy access for customers
- 24/7 operation
- That it follows the bank'ssecurity parameters
- Aligned with the Bank's quality policy.
This required good synergy between Hey Now and the client's teams.
THE SOLUTION : The selected tool was a chatbot created by Hey Now that uses the official WhatsApp API.
- It allows to establish automatic communication with customers in a fully personalized way through WhatsApp. It is easy to access and use.
- By using the official WhatsApp API, the BROU account appears as verified, with a green badge next to their WhatsApp username, ensuring that the user is communicating with BROU. This in turn, decreases the risk of phishing and fraud for the bank and its customers.
- It facilitates permanently updated surveys.
- Provides real-time reporting based on automated interactions.
"This type of solution allows us to improve in two key aspects of the business: customer experience and operational efficiency, allowing Banco República to remain the largest financial institution in the country in an ever-changing environment."
Diego Neira
BROU Digital Branch Manager
RESULTS | Increased customer satisfaction, productivity and safety
- A large part of the telephone demand was absorbed at peak times and its abandonment rate was drastically reduced.
- For the Bank's customer service representatives, it meant a more organized way of working, increasing their productivity.
- Three months after the implementation of the new channel, 10% of the total number of face-to-face requests were transferred to digital channels.
- The new channel offers customers innovative functionalities by allowing them to make claims and complaints and attach receipts in multimedia format (images).
- Operating expenses were reduced by implementing a channel with no limit to the number of concurrent users, which allows adding functionalities in a completely transparent and natural way for users.
- Improved the Bank's product placement by allowing segmented promotions. For example, in the Bank's last debit card promotion campaign, approximately 50% of customers applied for their card through WhatsApp.
- The generation of reports from automated interactions allows for improved business intelligence and decision making in the short, medium and long term.
- The basis and clear processes were generated to integrate all customer authentication keys that will allow in the near future to approve transactions directly.
In the customer satisfaction survey, an unprecedented level of "recommendation" of over 70% was achieved.
This technology positions Banco República with a great differential with respect to other financial institutions in Uruguay that do not yet have this service. The solution supports the bank's strategic objectives by integrating solutions to streamline the "Digital Banking" concept. It also allows Banco República to encourage its customers to use digital channels and to promote financial education on its products and services.
