| Riyad
Bank high-tech system improves e-customer care
Posted:
6 May 2003
Siebel-based solution implemented by SBM allows top Saudi
bank to deliver top-notch customer service consistently across all
e-banking channels
Riyadh, Saudi Arabia — Riyad Bank has completed the implementation
of a sophisticated new technology system to improve the customer
care it delivers through its call centre and online e-banking portal.
The new Siebel eFinance Call Centre solution, implemented by Saudi
Business Machines (SBM), the general marketing and services representative
of IBM WTC, provides Riyad Bank’s call centre agents with
a full view of each customer’s relationship with the Bank,
and a history of their past interactions, allowing them to deal
faster and more effectively with customer calls.
Riyad Bank and SBM have long worked together on hi-tech projects
such as these, developing a strong partnership. The project required
that the solution be implemented within a tight deadline, integrating
with the Bank’s complex and comprehensive IT application architecture
and technical infrastructure.
The Siebel Call Centre solution provides the Riyad Bank Customer
Contact Centre with a host of service transactions, including report
creation and monitoring of marketing functions using as many as
80 custom screens displaying Siebel views, with batch and real-time
integration to back-end applications enabled through IBM WebSphere
middleware, and integration with the bank’s Interactive Voice
Response (IVR) system using Siebel’s Computer Telephony Integration
(CTI) technology.
The solution also provides full task management using workflow,
automatic assignment of tasks and call scripts.
The Siebel solution offers agents at Riyad Bank’s Customer
Contact Centre a unified view of a customer’s interactions
with the Bank, no matter which channel they use, including the electronic
“eChannels”, i.e. the telephone, IVR, Internet Banking
and WAP.
The Siebel Call Centre solution gives the agent at the Customer
Contact Centre a comprehensive view of a customer’s account
transactions across all back-end applications, as well as all Service
Requests across all eChannels, along with their statuses.
Having such a comprehensive view makes the agents more efficient,
and the speed and the quality of the agent’s response not
only improves customer service, but significantly improves their
experience of dealing with the Bank.
Using this sort of technology to empower the agents with the right
information frees up the agent to focus on higher-value sales activities.
The Siebel solution also offers management a powerful tool to monitor
the performance of the Customer Contact Centre.
The solution was implemented in three stages. Stage One involved
capturing customer Service Requests and enquiries, and tracking
their progress (went “live” in February 2002).
Stage Two covered the automation of fulfillment process and increased
straight- through processing to back-end applications for financial
and non-financial transactions (went “live” in July
2002).
The final stage was implementation of enhanced financial transactions
such as account-to-account transfers and bill payment, adding advanced
functions such as e-mail and fax integration, and support for Remote
Channels (eChannels) such as the Internet, WAP and telephone-based
Interactive Voice Response (IVR).
There was also increased customer care functionality such as managing
customer complaints and response to marketing campaigns (went “live”
in March 2003). SBM had total responsibility for the specification,
design, development and implementation of the solution, using a
multi-skilled team including people from SBM, Riyad Bank and Siebel.
The successful implementation of the Siebel Call Centre solution
is a major milestone in the transformation of Riyad Bank’s
IT infrastructure, and provides it with a sound foundation for moving
ahead as a market leader in customer care and service.
About Riyad Bank
Riyad Bank ("RB") was established in 1957 as a full service
commercial bank. It is the oldest publicly held bank in Saudi Arabia
and is one of three 100 percent Saudi owned banks in the Kingdom
of Saudi Arabia.
Based in Riyadh, RB has a network of 193 branches throughout Saudi
Arabia. In addition, to serve the international banking needs of
its clients, it has established a full fledged branch in London,
an Agency office in Houston, Texas and a Representative Office in
Singapore. Bank's branch network is supported by over 500 Automated
Teller Machines (ATMs) and 3,800 Point of Sale (POS) Terminals,
aimed at providing convenience to its customer.
About Siebel Systems
Siebel Systems, Inc. is a leading provider of eGovernment and eBusiness
applications software, enabling corporations to sell to, market
to, and serve customers across multiple channels and lines of business.
With more than 3,500 customers worldwide, Siebel Systems provides
organizations with a proven set of industry-specific best practices,
CRM applications, and business processes, empowering them to consistently
deliver superior customer experiences and establish more profitable
customer relationships.
Siebel Systems' sales and service facilities are located in more
than 28 countries.
About SBM
Based in Jeddah, and with branches in Riyadh, Al-Khobar and Jubail,
with over 500 employees and 50 years of experience in the Kingdom,
Saudi Business Machines Limited (SBM), has played a leading role
in the development of information technology in the Kingdom.
SBM continues to power business and government sectors in the Kingdom
with innovative products, integrated services and e-business solutions.
Partnering with the world’s technology leader, IBM, further
extends SBM’s status, positioning it as the most comprehensive
information technology solutions provider in the region.
Posted by Richard Price,
Editor Pipeline Magazine
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