Sber - Customer Service Success

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 Awards Success Categories
Nomination Sub Category: Customer Service Success - Financial Service Industries

Nomination Title: Sber, Customer Care

Sberbank is the largest and the oldest bank in Russia, Central and Eastern Europe, with the leading market share (about 65% in Russia). The number of retail customers is roughly 100 mln people and services are provided across 80+ regions. The Sberbank Customer Care Service handles over 25 mln voice and text requests every month, for over 250 different topics. More than 12 thousand agents and such automated systems as IVR (Voice bot) and Chatbot work on processing these requests. https://www.sberbank.com/about

In Moscow, there are more than 600 people working in the tribe’s Central Head Office to develop and support voice and text bots, contact center software, biometrics, and more. The unit also includes contact center sites. That is about 13,000 employees in eight Russian cities: Moscow, Nizhny Novgorod, Voronezh, Samara, Volgograd, Stavropol, Yekaterinburg, Omsk, and Kazan.

The mission of Customer Care: to make communication with the bank simple and clear, to quickly solve all customer problems, and to provide convenient service.

We develop our products in complex, taking into account all existing factors. We set ourselves the following tasks:

1. Managing the load on the contact center in the conditions of an increase of the number of requests. Ensuring the availability of all services for customers 24/7.

2. Customer support during the pandemic. Automation of the most popular scenarios in the bot to solve customer problems as quickly and clearly as possible. To date, call reception is automated by 68%, chats by 72%.

3. Creating a new channel - Phygital. The channel combines empathy and responsiveness of communication with a real person and allows you to solve your problems without having to visit the bank's office. This reduces the risk of disease.

4. Creating the Caller ID functionality together with the security department, which allows you to warn customers about a possible call from a fraudster. During the pandemic, attackers became more active and began to attack customers more often.

5. Since Sber is a whole ecosystem, including a large number of companies with a variety of services – a big focus is aimed at creating a single customer path for customers. The client does not want to understand the subtleties of our internal organization. It is convenient for him to solve all issues by calling a single number.

6. Taking care of customers begins with taking care of employees. We provide all necessary measures to protect operators from the spread of the disease and support them.

Today Sber is more than a bank. This is a whole ecosystem with a huge number of companies from many different industries. Without building a single customer journey, the ecosystem will simply be a set of goods and services under one brand.

Now, our contact centers are united into a single network. Uniform quality standards have been introduced. At the same time, we:

-continue expanding support expertise on Ecosystem products, under our common number 900.
-are constantly developing our internal infrastructure to make the customer journey simple and convenient for our ecosystem customers.

Our main goal is to develop predictive scenarios. We look for the root causes of queries and perform an in-depth analysis based on which we rebuilt our processes. That allows us to eliminate some of the queries. Simple problems can be solved by a bot. Only in complex and non-standard situations,we transfer a customer query to a human operator.

The current level of automation in contact centers:68% through voice,71% through chats, and 50% in deferred queries.

Two most popular predictive scenarios are bank card balance (2000000 queries per month) and confirmation of transactions stopped by FRAUD monitoring (450000 per month).

Top predictive scenarios:

-Bank account seizures—280000 calls per month. If a customer account is seized, we give all necessary instructions.

-Transactions declined—150000 calls per month. If a bank card transaction is suspended, we tell the customer what to do to confirm it.

-Welfare payments—150000 calls per month. In case of a welfare payment made, we ask the customer if he or she wants to know how much money was credited and report the current balance.

-Bank card reissue—100000 calls per month. If a bank card is reissued, we immediately give the customer the address of the branch where the customer can pick it up and how long it will be kept there.

-Loan applications—60000 calls per month. We know if an application is filed, if it is approved, or if additional documents are needed. And we give recommendations immediately.

Today, we already process more than 1 million calls per month in Sber’s contact centers, and we predict that this figure will increase, including as a result of the high level of service and customer care.

For us, that means 900 jobs we've saved for our people, and for the Ecosystem, that means best practices integrated into their processes to increase support efficiency.

We see ourselves as a unifying element that solves the customers’ problems at one point of contact. As a result, the customers do not waste their time calling different call centers, and the business gets optimal support efficiency.

And, of course, the key thing is the feeling that we are helping our customers. “Thank you” from them means that all the work is not done in vain and we achieve our goal!

In 2020, our customers have thanked us 53 million times.