How Westpac NZ is working to service its CX ambitions

Westpac NZ using Genesys PureCloud to improve CX

It sounds ridiculously ambitious for a big four bank to become one of the world’s great service companies, but that’s just what Westpac NZ is trying to achieve, and it has the CX management technology to prove it.

Westpac, recognising that being more customer centric was key to success, has implemented Genesys PureCloud in its contact centre environment over the last six months as a part of its wider customer experience management program.

While the implementation is in its early days, Westpac NZ head of contact centres, Jason Lock, said the bank is already seeing the benefits.

Lock told CMO Westpac reflected on what it’s trying to be as an organisation, and set the ambition to be one of the world’s great service companies.

“This means every company part needs to be working together well, and the ability for us to be available to customers is really important. The implementation of Genesys is part of an overall transformation effort for us in the contact centre, and more broadly in the organisation, to meet some of those ambitions,” he said.

“Ultimately, it’s about being understood. The depth of our relationship and feeling we have with our customers is heavily influenced by the type of service we can provide them, and we want to be really successful in this space.”

Enter Genesys PureCloud, a cloud-based omnichannel contact centre solution. Lock said the decision to use Genesys was made because it’s a cloud-based solution, meaning Westpac could consume it as software as a service.

“The historical system we were sitting on was older than my teenage son, so it was at the end of its natural life,” he explained.

“For us, it was about finding the right platform to make life easier for our frontline team members to connect with customers. We also wanted to create customer value through the use of the platform, something we weren’t able to extract with the old one, like being able to give customers an accurate estimate of waiting time, or a retain place in the queue and receive a call back, through to starting to deploy differentiation strategies around high urgency calls.”

Lock said Westpac has connected PureCloud to its core banking systems, meaning the right data is flowing backwards and forwards to provide insights and visibility to the CSRs using the platform. The CSRs now know more about the customer, to more effectively meet their needs.

Immediate benefits

There are already initial wins thanks to the technology. Quite deliberately, Westpac started small with the use of this technology, but the organisation hopes to see further benefits.

“We started small and built from there until we’d transitioned onto the platform. Already we’re seeing an ability to improve customer satisfaction scores, we can inform about potential wait times,” Lock said.  

“Just being able to be transparent about wait times to customers has been very beneficial for us, it enables customers to make an informed decision about whether they want to wait, and we’re seeing that reflected in the customer satisfaction surveys we do, in terms of quantitative numbers and qualitative numbers as well.”

There has also been a reduction in transfers between different groups. “We know one of the biggest frustrations for customers is needing to be transferred around to get their query resolved. We can now identify particular customer groups and get them routed that area, we call it right first time routing,” Lock said.  

“This change represents lots of opportunities for us to get into a position using the platform to create a really efficient experience for customers, so they’re not going to the wrong place, and we are matching customers to people the first time.”

Ensuring customers can be effectively serviced from end-to-end is one of Westpac’s major ambitions for this platform.

“We can use this is conjunction with our CRM in whatever channel our customer is choosing to contact us on, so we’re able to give them a good, connected experience,” Lock said. “All of the backstory or history is available to the CRM serving them in that channel, so they’re not having to re-explain themselves.

CX matters

Lock told CMO that Westpac reflected on what it’s trying to be as an organisation, and set the ambition to be one of the world’s great service companies.

“This means every company part needs to be working together well, and the ability for us to be available to customers is really important. The implementation of Genesys is part of an overall transformation effort for us in the contact centre, and more broadly in the organisation, to meet some of those ambitions,” Lock said.

“Ultimately, it’s about being understood. The depth of our relationship and feeling we have with our customers is heavily influenced by the type of service we can provide them, and we want to be really successful in this space.”

“We are looking forward to having Genesys be a partner that works alongside us to identify what the best practises are from a global and in-market perspective, so we can move to that ambition,” he said.

Forrester Consulting analysis recently revealed a composite organisation using the Genesys PureCloud platform can realise benefits totalling AUD $6.4 million over three years, resulting in a ROI of 571 per cent and a net present value (NPV) of AUD $5.4 million.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu   

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

More Videos

Zero proof spiritsUsa since 2011 www.arkaybeverages.com🤪🤟

Sylvie

How this alcohol-free spirits brand rode the health and wellness wave

Read more

okay this a good newsmaybe i gonna try it

kenzopoker1

CMO's top 8 martech stories for the week - 9 July 2020

Read more

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

The personal digital approach that's helping Vision RT ride out the crisis

Read more

Blog Posts

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Sign in