Sber - Contact Center of the Year

Company: Sber
Company Description: Sber is one of the biggest banks in the world. We have more than 90 million customers
Nomination Category: Customer Service & Call Center Awards Team Categories
Nomination Sub Category: Contact Center of the Year (Over 100 Seats) - All Other Industries

Nomination Title: Sber Contact Center

The strong growth of our operating indicators is effective in supporting to increase Sber's profits. So, in 2019-2021 we achieved the next results:

1. SL - 82%.
2. Productivity has increased in voice from 13.5 to 14.2 calls per hour.
3.Occupancy - 94%, which confirms the high efficiency use of working time.
4. FCR - 81%, which means that customer issues are resolved in one touch.
5. CSI -4.86 points (5-point scale)

To achieve high results, we moved in several directions:

- reduction of the integral AHT, which allowed to increase the overall performance up to 112%. We have reduced the cost of incoming contact by 26%, thus reaching a value of 54 euro cents;

- obtaining additional profit, due to annual revenue growth by 19%, through customer service of Ecosystem partner companies;

-optimizing costs: cancellation of outsourced contact center services, replacement of SMS notifications with push notifications;

-the events aimed at developing soft/hard skills and gamification allowed us to reach 86% of the level of engagement.

Finalta concluded that Sber's Call Center is the most efficient in terms of income and expenses. Our main goal is to achieve an 18% increase in profit from the activities of the contact center by the end of 2021.

In 2022,Sber will lead a working group of 6 Russian banks to exchange the main metrics for managing Contact centers.

Sber is the most customer-oriented company, with the strongest banking brand in the world according to Brand Finance 2019 in the past three years. Now we are not just Sber, but a high-tech company with an extensive ecosystem of over 42 partners, we have offices in 17 countries. 76% of the country's population are our active customers.

We are Unified Customer Care Service, llocated in 8 cities in the Russian Federation with a 12,800 employees.

Today we have 100 million customers, and at anywhere they can turn to our support line for help. Our contact center delivers the best service to each customer, exceeding their expectations. We are available 24/7 through any channel – call, chat, mail, Internet call from the application, messengers, video call for the hearing impaired.

We can proudly say that all our initiatives and projects are useful and have an impact not only on Sber, but also the call center industry and on the environment. For effective work and creativity, in 2020 our team was awarded Silver in the Best Customer Service Team Amsterdam category and Bronze in London, and over the past 4 years we have won in 18 categories of CrystalHeadset competition.

Artificial intelligence is actively incoming in our lives. Our latest professional year was marked by the following projects using Artificial Intelligence:

1. Virtual consultant in voice and chat:switching standard queries to SelfService using the virtual consultant in voice channels and chat reduced routine load on the employees. Operators deal with only the most complicated customer queries.

Now 52% of requests are processed through SelfService.

2. Biometrics:we have created voice prints of 82% of our customers (almost 83 mn). The project is unique in the world by scale. The voice print allows to quickly recognize the customer, thereby ensuring the reliability of authentication.

3. We have completely redesignedoperators’ desks and intelligent space.Basically, employees now have customer portraits to help anticipate customer needs and offer solutions. As a result, operators provide 99,8%accurate and effective consultations (based on the results of the automated system the quality of contacts).

4. We also learned to analyze emotions of customers and operators using theNexidia speech recognition platform. This tool enables 100% control of requests, which allows us to improve quality and to run the best practices of customer service.

5.Using of video communication, our contact center, the only in Russia, serve customers with hearing impairment, provides counselling in sign language.

6. More than 86% of operators make 100% quality contacts with customers. And we using theIntelligent quality management system IQM.

By improving customer loyalty, we increase the profit of the entire company.

We invite you to take a tour of our Contact Center.

Link to the video_1
Description of the Sber Contact Center, achievements and best practices.

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Videos for presentation slides:
Gamification/Smart Management system - on the slide«Projects using AI»

Link to the video_2
Dashboard – on the slide «Call center business management system»

Link to the video_3
NICE/Nexidia – on the slude «Speech analytics»

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Operation of the Sber Contact Center during the pandemic. Care of employees and customers. Our team is always with customers!

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The culture of our contact center is a special environment that helps employees to become a better version of themselves in order to make the lives of our customers and society better. Our team is "Caring Hearts", which in 2021 received more than 50 million "Thank you for the consultation" from our customers (according to Speech Analytics)

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At our contact center, the main emphasis is on people and their digital and soft skills. Each employee supports the corporate culture and is an advocate of the brand.

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One of the key areas of the Sber strategy is «Green theme» - ESG (Environment, Social, Governance), and this is our priority for the next 3 years.

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This is why we deserve this award!