Going the extra mile with contact center customer experience

For Humm group, the Covid-19 pandemic was an opportunity to reset the way the brand ran its call centers and self-service functions – with bottom-line benefits

In response to increased call center demand during the pandemic, the Humm Group improved self-serve capabilities, which reduced call center staff workloads, saved operational costs and provided faster, more streamlined customer experiences. The benefits of this program of improvement and upgrades has proven to be an effective long-term strategy for the company.

Ayelet Mendel-Girin, general head of customer experience at Humm Group, said the fintech brand identified the top-10 areas for improvement with its self-service capabilities, which, in turn, improved the call center experience for customers and staff alike. Helping customers embrace more user-friendly self-service processes, rather than making the call center the first choice for contact, made a real difference to customer satisfaction and outcomes.

In a presentation at CXN Live: CX APAC Online 2022 where he was joined by Michel Hamilton, chief strategy, transformation and digital officer at Maybank, Mendel-Girin highlighted the importance of retaining the human touch in customer experience. Both presenters discussed the importance of having a well-thought out process for analyzing customer feedback and improving processes, rather than taking more drastic actions, such as terminating employees.