Case Study and Sample Slides India Consumer Credit Card Service Channels Study
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Personal Credit Card Customer Service: Product Info – Pre Purchase
Branch Experience Issuer
In Case, Representative Is Sent
Person at Branch
Depth of Knowledge
Pure Document Collection Executive
X*
Poor
X
X
X
X
X
X
N.A.
X
N.A.
X
X
N.A.
Poor
X
Very Good
X
Poor
Well Educated Field Executive
Office Executive Calls Back
Days Called Back In
X
Call Center Experience
Depth of Knowledge
Call Center
Avg. Hold Time
Depth of Knowledge
1 Biz. day
Poor
3 Biz. days
Average
15 mins
Nil (don’t give info)**
5 mins
Nil (don’t give info)
2-3 mins
Nil (don’t give info)
N.A. Good
2 Biz. days
* Representative at Co-branded partners site only; **: CC Representative says that an executive from their CC office will call back
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Personal Credit Card Customer Service: Call Center Service
Issuer
# of Call Centers
Average Hold Time
Official IVR Languages: Hindi, English; Supports local languages (transfers line to department in local state) if customer requires
53
5 mins
Music
Official IVR Languages: Hindi, English
6
10 mins
- Safety banking -Time to attend the call
Official IVR Languages: Hindi, English; Supports local languages (transfers line to department in local state) if customer requires
26
5 mins
Music
7 mins
Music
Languages Spoken
English, Hindi and South Indian languages. Does not support any other language
Background Message/Tone
Official IVR Languages: English
4
2-3 mins
Official IVR Languages: Hindi, English, Marathi and Guajarati
3
5 mins
FD rates
Official IVR Languages: Hindi, English; Supports local languages (transfers line to department in local state) if customer requires
44
5 mins
Tips on safety banking and time to attend the call
Official IVR Languages: Hindi, English
11
1 min
Music and promotional offers
Official IVR Languages: Hindi, English; Supports local languages (transfers line to department in local state) if customer requires
17
10 sec
Music
23
5mins
Advertisements of property products and other services
Official Languages: Hindi, English; Supports local languages (transfers line to department in local state) if customer requires
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Promotional offers
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Credit Card Customer Service Channel: General Services Channel
Call Center – General
Call Center – IVR
Website Pages
ATMMachine ATM Dropbox
Service Type
Service Item
Card Opening
What is my card eligibility?
x
Availing Facilities
Request for reissuance of lost card
x
x
Availing Facilities
Ordering demand draft
x
x
x
Card Closure
Request card closure
x
x
x
x
Card Opening
When will I get the card delivered?
x
x
x
x
x
x
x
x
Card Usage
How to pay credit card bill?
x
x
x
x
x
x
x
x
x
Card Usage
How to avail cash back rewards?
x
x
x
x
x
x
x
x
Availing Facility
Request for reissuance of lost card
x
x
x
x
x
x
x
x
Card Opening
What is my card eligibility?
x
x
x
Availing Facility
Enabling bill pay services
x
Card Usage
Making credit card bill payment
x
x
x
Availing Facility
Availing bill payment services
x
x
x
x
x
x
x
x
x
Card Usage
Updating personal details
x
x
x
x
x
x
x
x
x
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Credit Card Customer Service Channel: Mass v/s Priority/PB Service Type
Channel
Service Item
Conv.
Mobile
Managing account
Conv.
Mobile
SMS Alerts
Conv.
Online
E-mail Alerts
Conv.
Call Center
Dedicated customer desk
Leisure
Call Center
Privileged access to clubs, events
Leisure
Call Center
Concierge services
Leisure
Call Center
Golfers insurance service
Leisure
Call Center
Personalized lifestyle/fine dining offers service
Leisure
Call Center
Art advisory
Leisure
Call Center
Scuba Diving Advisory
Conv.
Call Center
Round the clock service
Travel
Call Center
Guidance on passport, XXX
Travel
Branch/ Office
Travel
Call Center
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
Emergency cash disbursement Emergency language translation service
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Thank You
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