Marsden Building Society has installed SmartVoice ViewPoint, a customer feedback solution from Sinclair Voicenet. This hosted solution has been deployed at Marsden’s headquarters in Nelson, Lancashire where it is being used to capture the opinions of customers relating to products and services immediately after calling the company’s contact centre.
According to Heather Crinion, General Manager Operations at Marsden Building Society: “After looking at a number of systems, we selected SmartVoice ViewPoint as it provides us with a cost effective and real-time solution to pro-actively find out what customers really think of us and the service we provide. This hosted service offers us high levels of functionality at an affordable cost and enables us to demonstrate that we value the opinions of savers and borrowers and are clearly focused on meeting their needs.”
SmartVoice ViewPoint is enabling Marsden Building Society to conduct up to 3000 telephone and email-based customer surveys each month. Most of these surveys are completed by customers at the end of calls to the contact centre which houses around 30 customer service representatives responsible for handling a wide range of product and account management issues. Customers that do not have the time to participate before hanging up the phone are invited to take an email-based survey in their own time.
“The new system was easy to deploy requiring no hardware or software to be installed in the contact centre,” continued Crinion. “It will revolutionise our understanding of what customers really want and automatically alerts us should the service we are delivering fall below the society’s usual high standards, or when an exemplary level of service has been provided enabling us to react within seconds.”
SmartVoice ViewPoint also provides a web-based dashboard with a comprehensive range of reporting tools to automatically create and deliver bespoke management reports to designated employees and stakeholders. Surveys can be tagged with additional data relating to different services, teams or locations to give a clearer view of how the organisation is performing and results can be viewed instantly using desktops, laptops, tablets and smartphones.
In the future, Marsden Building Society plans to extend use of the SmartVoice ViewPoint system to its branch network where web-based surveys can be completed by customers using kiosks before leaving. It is anticipated that this will help identify the best performing branches and allow best practices to be cloned to enhance performance across the organisation.