December 17, 2021 – Contact Center Associations of Asia Pacific (CC-APAC) in collaboration with Verint, presented Leaders Talk discussion with the theme “Digitalization in Financial Services.” In this leader’s talk, CC-APAC invited professional speakers of the contact center in the Asia Pacific.
One of the speakers is Apirom Sutthinats, Contact Center Manager (Sales and Renewal Division), Roojai, Thailand. Apirom explained the challenge of digitalization and also the opportunity for financial services institutions. She said the challenge is they are really difficult to encourage and educate people. They are too difficult to tell everyone that online services were the best way to serve people for this time. This online makes flexible, and people can manage what they want anytime.
She also shared that when the pandemic comes, she sees that the people’s behavior is changing. People are mostly more on their mobile phones and that is a mobile phone becomes the more essential into their life. Then, she advantages that situation now. They take the opportunity, such as improve a lot of customer experience, customer engagement, customer relationship, and also customer satisfaction.
She also explains that people are not easy to adapt or accept this fast change, especially in this time everything is self-care online. “What do we need to do to handle these challenges, when we do change anything online?” ask her. Before we share with our customers, we need to prepare the training and ensure our staff clearly understand the rationale behind that change, such as what is the benefit to them? And also the benefit to the customer.
Same as another speaker, Apirom also gives tips to leaders to develop digital financial services. She said that leaders in the contact center are playing a really important law in business contribution, especially when it’s related to the customer.
Therefore, leaders must be able to deal with any situation, such as paying attention to the customer, making what we doing currently better, and serve to the customer better.
And also, as a leader, we always need to find a way to make our people work smart, minimize unnecessary work, and use technology or innovation to improve our contact center operations to work more efficiently. The last thing is execution. Not only plan and talk, but how strong our execution and action to make things happen. Therefore, she believes that everyone can make that change. (ANF)