Kinesis CEM, LLC

Drivers of Purchase Intent in the Contact Center Experience in Retail Banking 

https://blog.kinesis-cem.com/2014/07/07/drivers-of-positive-impressions-of-the-contact-center-experience-in-retail-banking/

Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies. Mr. Larse can be reached at elarse@kinesis-cem.com.

http://www.kinesis-cem.comhttp://www.kinesis-cem.com/bank_mystery_shopping_contact.shtml

kinesis-cem.com 206.285.2900 info@kinesis-cem.com

Drivers of Purchase Intent in the Contact Center Experience in

Retail Banking

What impresses customers positively as a result of a call

to your call center?Question:

To evaluate the efficacy of sales

and service behaviors

The Objective

Mystery shopped5 banks with

significant North American footprints

Methodology

To evaluate the effectiveness of each sales behavior

correlated each behavior to purchase intent

Analysis Plan

7 behaviors are at least 3 times more likely to be present in calls

with positive purchase intent compared to negative

This Results

Invite to visit a branch

1

If on hold, thank for waiting2

Express appreciation for interest/thank

for business3

Offer further

assistance4

Mention/refer to website

5

Listen attentively to your needs

6

Offer to send

material7