CUSTOMER RELATIONSHIP MANAGEMENT REPORT

HABIB BANK LIMITED

INBOUND PHONE BANKING DEPARTMENT

FUNCTIONAL SPECIFICATION OF CRM SYSTEM

Course Instructor:
Mr. Mazhar Ali

Submitted by Group members:

Ume Habiba Rajani (SP08-MB-0040)

Mohammad Tabish (FA09-MB-0128)
Sana Imtiaz (SP09-MB-0134)

Submission Date:
Nov 24, 2010
 EXECUTIVE SUMMARY

The purpose of this report is to know the functional specification of customer management relationship
system of HBL phone banking. To understand that how CRM is supported and enhanced by technology, for
managing data of existing and prospect customers, to increase efficiency in dealing with customer portfolio
and to provide enhanced customer services.

In today's competitive market driven economy it is not only sufficient to provide your customers with best
service levels and customer experience over the short period of time, but also analyze the transactional
information to develop better services and products for your customers over the long run through the
discovery of not so obvious insights in to customers wants and needs to ensure consumer satisfaction,
retention and patronage. Call center CRM software benefits the call center through its provision, increased
automation and storage of valuable customer data, about the customer's history and before he makes a call.
He is thus in a position to know and understand the customer preferences providing added information.

HBL Phone Banking realizes that the return on investment achievable by integrating their contact center
with their Customer Relationship Management (CRM) application. The benefits are both tangible such as
faster handling through screen-pops and integrated user interface, to intangible such as more courteous
customer interaction and first call resolution of issues.

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 Table of Contents

1. Executive Summary 2

2. Table of Contents 3

3. Organization Introduction 4

4. Phone Banking Department Introduction 7

5. Phone Banking Department Functionality 10

6. Contact Center Technology 12

7. Functional Specification of CRM 15

8. UNISON CRM System of Inbound HBL Phone Banking 16

9. CRM Features 17

10. Online Transaction Pad 21

11. Complaint Management 22

12. E-form Management 24

13. Sales Module 26

14. Reporting 29

15. Administration 31

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ORGANIZATION INTRODUCTION

History:

The Habib Bank Group came into being in Bombay in 1941 and commenced its operations with a fixed
capital of 25,000 rupees. Impressed by its initial performance, Quaid-e-Azam Mohammed Ali Jinnah asked
the Bank to move its operations to Karachi after the creation of Pakistan. HBL established itself in the
Quaid's city in 1943 and became a symbol of pride and progress for the people of Pakistan. Today, HBL
plays a central role in Pakistan's financial and economic development.
Habib Bank has a network of 1450 domestic branches and 55 international branches in 25 countries, thus
providing its customers a comprehensive service and ensuring client relationship that form the backbone of
the Bank's operations. Habib Bank has been a pioneer in providing innovative banking services. These
included the installation of the first mainframe computer in Pakistan followed by the first ATM and more
recently, internet banking facilities in all our 1450 domestic branches. The Bank's towering presence in
Pakistan's financial and commercial life has remained unchanged over the decades. The strength of its brand
and image is symbolized by its prominent Head Office building that has dominated Karachi's skyline for
more than 35 years.
HBL continue to build the track record and the quest for excellence. HBL strive to meet the needs of both
our customers. At Habib Bank, we aim to ensure customer satisfaction by providing high quality banking
services. This is made possible by the professionalism of the employees all of whom are provided with the
requisite training and opportunities to enable them.

Throughout the decades, HBL has held the mantle of a dynamic leader, by adding value to the lives of its
customers.

HBL Today:

Today, HBL has more than 1,400 branches all over Pakistan and presence in 25 countries across five
continents. With a revamped customer oriented philosophy, we are pursuing new avenues of leadership
through innovation, as we gear up to face the challenges of the new millennium.

Habib Bank is truly the bank of the people, providing its customers convenience and satisfaction all over the
world. Habib Bank Plaza, the second tallest building in Pakistan, is the proud symbol of HBL’s leadership in
Pakistan’s corporate arena.

Privatization:

On June 13, 2002 Pakistan's Privatization Commission announced that the Government of Pakistan had
formally granted the Aga Khan Fund for Economic Development (AKFED) rights to 51% of the
shareholding in HBL, against an investment of PKR 22.409 billion (USD 389 million). On February 26,
2004, management control was handed over to AKFED. The Board of Directors was reconstituted to have
four AKFED nominees, including the Chairman and the President/CEO and three Government of
Pakistan nominees. With this change the anticipates further progress as AKFED brings considerable
expertise in international finance and business and is familiar with conditions in Pakistan, where it already
has extensive operations in various fields.

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Market:

Recently there has been a trend towards international bank acquiring smaller, local banks in order to gain
market breadth. This has created an intensely competitive environment with both local and international
banks playing an active role. Brand loyalty is being eroded as customers move to banks that offer the best
deals. This has resulted in focus on non traditional banking and a mushrooming of product offerings.
Proximity to the customers has become a central decision making factor in their choices of a bank's lending
even more importance to the size of institution's network.

Hence, the need to differentiate in an arena where expanding networks are supporting a host of increasing
ling similar products has become imperative. Being the first bank of Pakistan, HBL enjoys the legacy of
trust and tradition from generations to generations.

Organization Profile:

Name of Organization: Habib Bank Limited

President and Chief Executive Officer: Zakir Mahmood
Head Office: Habib Plaza, I.I. Chundrigar Road, Karachi-75650.
HBL Phone Banking: 111-111-425
Product Information: 111-33-44-55
Fax: 021-32411647
Telex: 20086-20751 HBANK-PK
Website Corporate: www.hbl .com

MISSION AND OBJECTIVE OF HBL:

Our Brand:

Our brand identity is the outward expression of what we stand for as an organization. This is summarized in
our vision, mission and is supported by our values.

Slogans:

“Good, Better, Best, Never let it rest, until the Good is Better and better is best.”

“ Habib Bank Kay 25 saal, Behtar Khidmat ki, behtareen misaal”

“Rupia Bachaiay, Kal Kaam Aiyga”

Currently used "Jahan Khawab – Wahan HBL"

Vision of HBL:

Enabling people to advance with confidence and success.

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Mission statement of HBL:

To make our customers prosper, our staff excel and create value for shareholders.

Values:

Our values are the fundamental principles that define our culture and are brought to life in our attitudes and
behavior. It is our values that make us unique and unmistakable. Our values are defined below:

EXCELLENCE: This is at the core of everything we do. The markets in which we operate are becoming
increasingly competitive, giving our customers an abundance of choice. Only through being the very best -
in terms of the service we offer, our products and premises - can we hope to be successful and grow.

INTEGRITY: We are the leading bank in Pakistan and our success depends upon trust. Our customers - and
society in general - expect us to possess and steadfastly adhere to high moral principles and professional
standards.

CUSTOMER FOCUS: We understand fully the needs of our customers and adapt our products and services
to meet these. We always strive to put the satisfaction of our customers first.

MERITOCRACY: We believe in giving opportunities and advantages to our employees on the basis of
their ability. We believe in rewarding achievement and in providing first-class career opportunities for all.

PROGRESSIVNESS: We believe in the advancement of society through the adoption of enlightened

working practices, innovative new products and processes, and a spirit of enterprise.

MARKETING STRATEGIES:

Promotions:

HBL's strategy and brand values emphasis a straight forward approach in all communications. From its
corporate brand to its individual product, the communication is lucid. The message is simple and the look
and feel is consistent. The aim has always been to have a message that’s clear, precise and relevant to both
audience and the market. Its current tag line "Jahan Khuwab.. wahan HBL" is used in all its marketing
collateral and across all media. This parameter ensures that brand identity is cohesive, credible and helpful
throughout the organization.

HBL approach to advertising strategy is product specific. All communications is cut through the financial
jargon and convenience to speak directly to the customer in a language that he can understand and relate to.
Launch of HBL Phone Banking services in Pakistan evinced the ease of use and convenience of a system
that is available anytime, anywhere for free.

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 PHONE BANKING DEPARTMENT

INTRODUCTION

Phone Banking Emergence:

KARACHI: Habib Bank Limited (HBL) has introduced phone

banking service to facilitate its customers, enabling them to be in
touch with their bank at any time of the day. The service would
enable customers to make a local call on 111-111-425 from 14 large cities of Pakistan. This service will be
expanded to other cities in near future. The service was launched at a special press briefing, addressed by
President and CEO, HBL, Zakir Mahmood. Abid Sattar, Group Executive – Retail and Consumer Banking
was also present. “The service will be offered 24 hours a day, 7 days a week in Urdu and English through
both self service banking system and our ever helpful Phone Bankers.”

This new initiative offers a state-of-the-art facility for ‘convenient banking’ to its wide spread customer
base. They would have the facility to inquire about their account balances and transaction details, give
instructions for account management, carry out funds’ transfers between their country wide accounts and
even register and service complaints that they might have with HBL.

HBL President Zakir Mahmood said, “This is a big step for the bank in terms of aligning ourselves with the
needs of our customers and competing in a market with increased focus on convenience and ease of
services.” As a bank we are committed to upgrade and enhance customer services through new technology
initiatives and by focusing on providing superior customer experience through all banking channels. The
bank would be revamping its entire electronic banking system in the near future and ensure that HBL’s
customers are serviced as per enhanced service standards.

Abid Sattar said, “Being a large bank that serves all sectors of society, this initiative is a vital service
platform that would enable convenience to all our customers using various retail and consumer products of
the bank.” staff report
Daily times Wednesday May 2, 2007
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Government Effort in building Phone Banking Services:

ISLAMABAD, Oct 19: The ministry of information technology has directed the country’s telecom regulator
and services providers to work closely with the central bank and remove hurdles in the way of introduction
of electronic phone banking in Pakistan.
Phone banking facility is in place in many developing countries consisting of comprehensive banking
services including money transfer, cash-in, and cash-out, person to person transfer, bill payments, on-line
purchases etc. However, the lack of coordination among various stakeholders has hindered the availability of
these services in Pakistan.

The directives were issued at a meeting presided over by IT Minister Awais Ahmed Khan Leghari here on
Thursday. Governor State Bank, Shahmshad Akhtar, IT Secretary Farrakh Qayyum and officials of the
regional players in the phone banking sectors were present. Mr. Leghari stressed the introduction of
innovative services such as electronic and phone banking to leverage the substantial reach of phone services
to the common man. He urged all stakeholders, including the IT ministry, State Bank and service providers
to collaborate their efforts to remove all barriers to the introduction of innovative e-banking services.

Mr. Leghari said the phone banking facility would come as a huge facility to the common man who
would not only be able to make transactions, but also save time and cost on such transactions if processed
through banks and post offices, The telecom sector in Pakistan has grown to a level where such services
could be launched conveniently to benefit a large segment of the population currently hooked on to the
phone network, he added.

He formed a committee comprising of representatives of the SBP, IT ministry and experts, for looking
into issues that could come up during the process of introduction of these services. The ministry and the SBP
also agreed to form a permanent focal group within the ministry to sort out similar matters in future.

Mr. Leghari said the question of reliability of infrastructure to support such services was very critical
and therefore his ministry would interact with the Pakistan Telecommunication Authority (PTA) to improve
the reliability to globally acceptable standards.
Dawn October 20, 2006

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Phone Banking Overview:

Phone Banking is the Voice of Habib Bank, to live the five core values (excellence, integrity, customer
focus, meritocracy, progressiveness) through their relentless pursuit of service excellence. Phone Banking
will act not only as a responsive entity; it will perceive the hurdles in the path of seamless performance and
will work together with other departments of the Bank to provide customers with Superior Service.

Habib Bank is a leading national bank that has more than 65 year history, with 1450 branches all over the
country. Phone Banking is a service provided by HBL, which allows its customers to perform transactions
over the telephone. Most Phone-Banking use automated phone answering system with phone keypad
response or voice recognition capability. To guarantee security, the customer must first authenticate through
a numeric or verbal password or through security questions asked by a live representative (see below). With
the obvious exception of cash withdrawals and deposits, it offers virtually all the features of an automated
teller machine: account balance information and list of latest transactions, electronic bill payments, funds
transfers between a customer's accounts, etc. The phone banking service is free, convenient, reliable and
undoubtedly one of the easiest ways to know your account information 24 hours a day, 365 days a year,
round the clock. Phone Banking will address all queries of credit card customers as well as Branch
customers, Credit Cards, Auto Loans customers and Personal Loans Customers. Dedicated, professional and
experienced staff that will provide our customers with flawless solutions.

Call Center was established in 2006 and operates using NCR system technologies. The call center initially
started with 15 Phone Bankers that has now been accelerated up to 78-phone bankers approx. All calls are
recorded in the call centers. Calls from all the cities are routed to call center Honda Defence in Karachi.

The approach applied by the Phone banking is to provide a country-wide local call service, so no matter
where you may be you are always has access to his account information. Besides the lowers transaction
charges an added incentive to use Phone banking is our UAN number, where no matter which part of the
country he may be.

Competition:

Banking competition is assessed in three different ways, price (interest rate), quantity (deposit and loan size)
and quality (reputation-relationship). Traditionally banks have competed in branch network (quantity) to
increase the number of clients, i.e. the deposit and loan size. However, with the benefit of new technologies,
the quantity competition seems to be replaced by the network competition in ATM or Phone banking. Phone
Banking creates a potentially competitive market outcome in the presence of both internal and external
threats. Threats within the industry increase as product and service information becomes more transparent
on the Phone Banking. On the other hand, there are external threats with lower entry barriers for those with
advanced technology in Phone Banking. It would be interesting to see if changing competition environment
would have impact on market structure.

For any financial enterprise, the customer proves to be its key assets, as it is through them that the institution
survives & as per the saying goes;
“It’s the customer that pays the salary of an employee”

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Truly, it’s the customer who pays for the bank business; as its deposits are transformed into assets by the
bank & hence earns revenues; hence any customer who seeks to have a lasting relationship with any
Financial Institution; would definitely be interested in those who would provide the Best Value Service for
his money.

Nowadays, it’s a general trend that customers do intend to do business with those who could provide them
with better service; as “Service is now the only differentiating aspect amongst competitors” Given below; is
an illustration of a customer who is basically looking out for a bank which would give him the best &
maximum service.

Bank Bank Debit Credit

Customer Contact Center
Name A/Cs ATMs Cards Cards PL AF HL RF / BTF
Bank Cards Merchants
Habib          
Bank
Citibank NA          

Bank Al-      
Falah
Askari        
Comm.
MCB       
Comm
SCB        

PHONE BANKING FUNCTIONALITY:

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What is A Customer Contact Center?

Call (verb): to make a request or demand & Center (noun): a point, area, person or thing that is most
important or pivotal in relation to an indicated activity or interest.

The definition of call center is changing in our opinion, but the core fundamentals of a customer making a
call (via a phone, email, web site, IVR or fax) to a center (point, area, person or thing (e.g. IVR)) will remain
constant because the customer views the call as an important or pivotal activity to himself or herself. Call
center, contact center or customer interaction center - by whatever name you give it (we still call it a call
center) - operate on near identical principals of meeting customer needs in real-time or near real-time.

A call center is a centralized office used for the purpose of receiving and transmitting a large volume of
requests by telephone. A call center is operated by a company to administer incoming product support or
information inquiries from consumers, Outgoing calls for telemarketing, clientele, and debt collection are
also made. In addition to a call centre, collective handling of letters, faxes, and e-mails at one location is
known as a contact centre. A call center is often operated through an extensive open workspace, with
workstations that include a computer; a telephone set/headset connected to a telecom switch, and one or
more supervisor stations. It can be independently operated or networked with additional centers, often linked
to a corporate computer network, including mainframes, microcomputers and LANs. Increasingly, the voice
and data pathways into the centre are linked through a set of new technologies called computer telephony
integration (CTI).
Most major businesses use call centers to interact with their customers. Examples include utility companies,
mail order catalogue firms, and customer support for computer hardware and software. Some businesses
even service internal functions through call centers. Examples of this include help desks and sales support.

Mathematical Theory

Queuing theory mathematics can be used to demonstrate that a single large call centre is more effective at
answering calls than several smaller centers. The most dramatic improvements come when a large number
of offices are centralized.
The mathematical problems encountered in a call centre are generally statistical in nature and revolve
around the probability that an arriving call will be answered by an available and appropriately trained
person. Forecasting the call arrival rates and then scheduling the number of staff required on duty at
particular times of the day are challenging problems faced by most call centre managers.

Accommodation

The centralized approach aims to rationalize the company's operations and reduce costs, whilst producing a
standard, branded, front to the world. The approach naturally lends itself to large companies with a large,
distributed customer base. Owing to the size of companies and their customer bases, these offices are often
very large, such as converted warehouses.

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Personnel Management

Centralized offices mean that large numbers of workers can be managed and controlled by a relatively small
number of managers and support staff. They are often supported by computer technology that manages
measures and monitors the performance and activities of the workers. Normally, personnel costs are the
most significant expense of a call centre operation and even seemingly small inefficiencies can have
significant cost issues. Computer systems that mean staff take 1 or 2 seconds longer than necessary to
process a transaction can often be quantified in staff cost terms that may be sufficient to justify a complete
system upgrade or replacement. Consequently the level of computer support that may be adequate for staff
in a branch office may prove totally inadequate in a call centre.
Customer Contact Center Technology / Systems:

Technology is the integral part of the Customer Contact Center; presently HBL Phone Banking is using the
“state of the art” technology, which was developed our primary vendor NCR. Examples of the technology
used are briefly described below.

PRI (Primary Rate Interface)

It has 30 channels within a single line. At Phone Banking we have a total of 7 PRIs 6 dedicated to Inbound
and 1 for Outbound. However the mappings of these lines are briefly described.

First Branch Banking Customer Toll Free Number 0800 11224

Card Business & Branch Banking UAN Number 111 111 425
Product Information and General Service Inquiries 111 33 44 55

PRI
xxxxxxx Mapped on 0800 -11224
xxxxxxx Dedicated for Branch Banking
xxxxxxx Mapped on 111 111 425
xxxxxxx Dedicated for Branch Banking & Cards Business
xxxxxxx Mapped on 111 33 44 55
xxxxxxx Dedicated for the Marketing
xxxxxxx Dedicated for Outbound Callers
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Technology

Phone Banking have been aided by a range of telecommunications and computer technologies, including
automatic call distribution (ACD), interactive voice response (IVR), computer telephony integration (CTI),
which allows the actions of the computer to be synchronized with what is happening on the phone. In
addition, early customer relationship management (CRM) technologies, such as Unison, CRM database
systems, have been employed in Phone Banking.

Call Dynamics

Types of calls are often divided into outbound and inbound. Inbound calls are calls that are initiated by the
customer to obtain information report a malfunction or ask for help. This is substantially different from
outbound calls where the agentRemote
initiates the call to a customer mostly with the aim to sell a product or a
City Branch
service to that customer.
customer Electricpower
power transaction
Electric
The staff of the Phone Banking in organized in tiers, with the first tierDatabase
infrastructure
inbound calls is infrastructure
calls often being largely
specialized in product information and trained to give answer about
IVR the products which the BankKapiti-
offers and
to forwards leads, using a simple script another function is to registered complaints regarding simple issues.
EQUATION
RR and if the issue is of greater type then
The Second tier is able to resolve and perform financial transactions
the issue is escalated to team leaders tier. RR
Local
HBL Phone Banking – Technologycustomer Employed RR
callsthe art contact center. It is
The HBL Phone Banking is the state-of RR the only contact center that employees the
use of Computer Telephony Integration (CTI).It allows the user to connect to an online banker at any time
while browsing through the IVR without any loss of informationRRor duplicate verification. A diagram of the
technology employed in Online Banking. RR Credit Card
RR Database
CardPro
RR
ACD
RR
RR
RR
Telephone
Telephone
infrastructure
RR
infrastructure
RR
Other databases
R

CMS

ers
ank
13
e B Data Warehouse
lin (Planned)
On High speed LAN
infrastructure
`

HBL Phone Banking – System Usage

The HBL Phone Banking employs the following:

ACD - Automatic Call Distribution

To distribute in an even frequency, calls amongst available agents according to the Priority settings.

IVR – Inter Active Voice Response Unit

Automated / Computerized Banking Service thru which customers can access their aunt information without
getting connected with the Online Banker, all is required is the NIC & TPIN.

Call Connecting Process in HBL Phone Banking

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15
 FUNCTIONAL SPECIFICATION OF CRM IN PHONE BANKING

Overview:

HBL believes that the current business era, knowing the customer, who wants to accesses the organization
through a single phone call where his/her queries and issues should be solved and not only the resolution to
them but a personalized customer service is expected which increase in organizational performance and
integrate this knowledge with business objectives and significantly impact customer retention and
profitability.

A Call Center is a state-of-the-art solution to facilitate HBL’s customer all over the Pakistan and outside the
country. By deployment of automated systems, it will enable HBL to not only handle the customer
efficiently but answer their queries effectively by knowing the customer and his/her problems before
answering the call. This solution will also make HBL - a cost effective environment where there is no more
need of PIN mailer to be sent to customers as all the PINs will be generated over the phone.

Business Opportunity:

The current deployed system at HBL Phone banking department includes IVR and Contact Center
Application. HBL believes that businesses are faced with two seemingly contradictory challenges—how to
enhance customer relationships and reduce costs. Increased competition due to globalization and
deregulation of markets is squeezing margins and forcing companies to cut operational costs. In most
industry sectors, and the financial sector specifically, it is generally accepted that it costs at least four times
as much to recruit a new customer as to maintain an existing one. Therefore understanding your customers
and any issues they may have is a key consideration for any business.

Poor Service generally means, inability of the organization to address a specific complaint of the customer
or be unable to answer customers queries, and hence it is important that organization acquire a Call Center.
By deploying CRM Technology, it provides a center point/hub to view a customer’s information that would
detail his/her status, empowering the agent to respond to queries in a timely fashion.

Organizational Context:

HBL’s call center facilitates its customers in their efforts to get information regarding their accounts, credit
card, loans, etc. The customers will be able to check their account balance, activities and other transaction
over the IVR; it will also reduce HBL’s over the counter (OTC) interactions resulting increase of time
available to handle the OTC customer thus, improving customer service.

Business Situation:

In order to meet corporate challenges in the current business era and to be able to serve its customer better
(both external and internal), organizations have to always stay in a constant loop of optimizing their
customer interaction touch points.

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 UNISON HBL INBOUND CONTACT CENTER CRM APPLICATION
Introduction

Unison CRM application provides a basic platform which can be used for offering efficient services to a
bank’s customer and performing beneficial CRM activities. The system supports role based management.
Each user can be assigned to multiple role. All the information related to customer will be fetched from
backend systems online. The system comprises of the following modules:

Call Center Agents / Customer Service Staff:

This is the main screen which provides the “Single View of Customer” and is used as main interface, at the
call center, to service the customer and other customer relationship officers elsewhere in the bank. This
interface can be used by other representatives in the bank to look at the customer centric view which
includes the relationship to the products held by the customer and history of different customer interactions
with the bank.

Complaint Management System

This is module handles logging and resolution of complaints. Complaints are logged with respect to different
products and types. Each complaint can have separately defined turnaround time and resolution process. The
module can also be invoked from the Call Center/branch module.

E-Forms

This module is used to capture requests from customers, related to different services. It is classified on the
basis of products and types. Each e-form has an associated turnaround time and fulfillment workflow. This
module can also be invoked from call center / branch module.

Transaction Pad
This module is used to perform online transactions against the host. This can only be accessed from the Call
Centre / Branch / Back Office screen. The different input fields are pre-filled with the information in the
database. The user can select this information and execute the transactions. The response of these
transactions is displayed in response page. The user has an option to send this information through Fax, E-
mail or SMS to the customers.

External interfaces

The system will be integrated with several external systems to support the functionality stated in the
document:

CTL for Credit Card Related Enquires

Exchange Server to send E-mails
Right Fax to send Faxes
SMS application to send SMS messages

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 CRM FEATURES
The NCR Unison CRM will enable call center agent and other customer relationship officer in HBL to be
able to handle the customer calls in a more informed and effective manner. The customer information will
pop-up on the screen, in case the customer is coming through IVR Self Service menu. The language menu
he/she has selected, the last menu utilized, duration spent on the IVR will be displayed on screen. The
complete application will include the following feature highlights.

• Integration with HBL Host Systems both directly for Non-financial read-only transactions and
through phoenix for financial transactions. Integration with Genesys CTI.
• An integrated Call Control Soft phone.
• Integrated Complaint Management & E-Forms.
• Reporting

CRM SERVICES
Inbound Management

The main objective of call center agent/Customer Service Staff interface is to provide a user, the Single
View of the customer. Information on this interface should enable the user to get a very good understanding
of the level, behavior and priority of the customer.

NCR-Unison’s main screen is divided into following parts,

 CNIC Number
 Customer Info.
 Account Info. (Tab)
 ATM Cards (Tab)
 Credit Cards (Tab)
 Messages. (Tab)
 Complaint History (Tab)
 E-Forms History (Tab)
 Session History (Tab)
 Links
 Actions

This module is used to provide a customer centric view to the Call Centre, Branches and HBL Executives.

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 MAIN CRM SYSTEM SCREEN

Note: Attributes and Layout may differ from what’s shown in the above given figure.

The first two sections along with the customer demographic section will be present in the top section of the
screen. Other sections will be displayed using the tabbed page approach, showing each section on a separate
tab page. Customer specific alerts will also be available on Inbound Screen.

CNIC Number
Each Customer will be uniquely identified using CNIC Number. User will enter the CNIC number to fetch
customer’s data and populated the main screen, this will include: Customer Profile Information, Accounts,
ATM Cards, Credit Cards, Messages, Complaints history, E-Forms history, Session History.

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 Customer Info
This section will present general information about the Customer. It will also assist the user in recognizing
and verifying different attributes from the customer like Name, Date of Birth etc.
Customer information screen is divided into two sections. The first section provides basic information and
the other gives detailed information of the customer.

Accounts Information
This section will display details of Customer’s accounts. Details of each Account will be shown when the
user clicks on the account number. Phone bankers will have adequate information available on this screen to
inform the customers about their status and the number of accounts.

ATM Cards
All ATM Cards associated with particular Customer will be shown in the form of List/Grid under ATM
Cards Tab.

Credit Cards
All Credit Cards associated with particular Customer will be shown in the form of List/Grid under ATM
Cards Tab.

Messages
Messages section from the main interface can be used to display information to phone banker to be
conveyed to customers. Two types of message available are:
General Marketing Messages – Option for HBL to enter general marketing messages that will be displayed
on a marquee running on HBL Executive’s screen.
Customer specific messages - Messages related to the calling customer will be displayed in Customer
Messages field.

Complaint History
This tab will contain complete Complaint history of a customer. It will be in a tabular/Grid format and will
show last 10 Complaints of the customer with their current status. Using this information, users can inform
calling customers about the status of their complaints.

E-Form History (Request)

E-Form History tab will contain information on the last 10 E-forms related to the customer, presented in a
tabular/grid format. This information enables HBL Executives to inform Customers about the status of their
request.

Lead History (Request)

Lead History tab contain information on the last 10 Leads related to the customer, presented in a tabular/grid
format. This information enables User to inform Customers about the status of their sales leads.

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 Session History
This tab on the Customer details screen displays the Call/Visit history of the customer. Presented in a
tabular/grid format it only show last call’s history. Session history is a good source of information for HBL
Executive to know the details of Customer’s last interaction with the Contact Center. The following
information is available for each call.

Actions

The Actions menu contains the following links:

• Transaction Pad
• User Session Information
• Task Management
• Dispatch Document
• General Info
• End Session
• Log off

User can use these links to search customer, to finish call/end session and for logging off. Transaction Pad
can be used for all Online Transactions. HBL Executives can also have the ability the transfer the calls to
any point in the IVR menu. For verified customers there is no need to enter verification information again.

Transaction Pad - On clicking this link a pop up screen appears in front of the HBL Executive. This screen
is used to perform all the assigned Online Transactions.
User Session Information - On clicking this link a pop up screen appears. User can use this link to view
information on previously ended session. This information is limited to sessions generated under their login.
Task Management - On Clicking this link a pop up screen appears. User can use this link to schedule his
tasks.

General Info - On clicking this link a pop screen appears. This screen contains bank’s general information.
Maintenance of General Info page is responsible of HBL Admin.

End Session - On clicking this link a pop up screen appears. HBL Executive can be asked to enter the call
outcome and purpose of call. Once the required information is entered, it than be logged against the HBL
Executive’s ID. In addition time of call and the current date will also be logged. As a result main screen will
also be refreshed. It will be an User responsibility to fill the after session information correctly because the
session history depends on it. Idea is to detail accurately all events for to aid better customer satisfaction. CC
staff remuneration based on accurate filling on this session etc can be used a quality check.

Log Off - This link allows User to Log-off from the application.

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 Online Transaction Pad

Online Transaction Pad is the interface used by the HBL Agents / Branch Staff to perform specific customer
transactions.

This feature is available at the call center only for verified customers and branch staff inquiries. User can
select the required transactions from the input screen shown above. Customer information for each
transaction for example account number pre-fills based on the customer profile. Once user selects
Execute/Submit, resulting response page is displayed on the right side of the screen.

Users have the option, sending the results by fax, e-mail and SMS to the customer.

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 Complaint Manager
Business Process Overview

When a customer comes to a bank for complaint logging through Call Center/Branch/Back Office, the first
thing that user requires is to search the customer in ODS (Operational Data Store). After searching the
customer all the customer specific information is populated on the screen. Then users have to use Compliant
Management Module to log customer complaints.

Process

Call Center Cards

Branch Loans

Unison Routing Process

SMS Branch

Fax Team A

E- Team B
Mail

Complaints from Email:

Complaint can come from Email Channel there is requirement of direct integration with email server. All the
compliant receiving from E-Form Channel falls under generic compliant type and can be manually routed to
appropriate department.

Non-Customer Complaints
For Non Customer, user has to take basic information from non customer and then the same process is
followed as above.

Team Structure
Administrator is able to form different teams. Each team will have the members/users and one member/user
will be designated as team leader for particular team and for escalation of particular type of complaints.
There is ‘n’ people defined for each team for the purpose of escalation. Complaint Manager is able to review
all the complaints
.
Escalation Process
The system allows definition of ‘n’ levels of escalations. The escalation time is calculated from the time the
complaint is logged in the system. If the complaint is not resolved in the TAT i.e. Turn Around Time, the
complaint will be moved to ‘Delayed’ and an e-mail will be sent to the person who is designated for Level 1

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escalation. Similarly once the complaint has passed the level 2-escalation time a mail will be sent to person
at level 2 and same can go to ‘n’ levels.

Complaint Routing
There are two types of routing required in complaints:
1) Specialist Routing :
Complaints are routed to user as per their specialty (Already Exists)
2) Round Robin Routing:
Complaints need to be equally divided among appropriate person. For example: If three users are handling
multiple complaints then complaint is routed to them one by one.

Communication with Customer

It has been agreed that SMS / E-mail message is sent to the customer acknowledging receipt of a Complaint.
At the time of logging complaint, resolution acknowledgment method identified by the person logging the
complaint. All communication with customer gets available in the system. At the closure of the complaints,
e-mail/SMS is sent to the customer informing him about closure of the complaints. The system uses
predefined templates for SMS, Fax, E-mail and Letters.

Compliments/Suggestions
The suggestions and compliments will be handled as a variant of complaints and routed automatically to a
pre-assigned person (coordinator) within the bank. The user is able to choose the area of suggestions in the
same way as complaints by using the associated product and complaint/suggestion type. Compliments will
be sent to designated person in HR Department.

Complaint Module Screen

The aim of the complaint manager is to provide a source of browsing complaint as well as registering new
complaints. This will be the main module that will be used by all users involved in complaint resolution
process. The visual layout of the complaint module is divided into the following pages:
 Main Complaint listing page

 Complaint details page

The Complaint details page will contain the following sections:

• Basic Information
• Entry Details
• Call Back Log
• Complaint Resolution Acknowledgment Selection.
• Activities
• Notes

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Both pages are collectively containing the complete information of a particular complaint. The Visual
Layout of the Main complaint listing page is in a Tab Page Format, which will be categorized by Complaint
Status. There are eight statuses for complaint:

• Open
• In-Process
• Resolved
• Invalid
• Red Flag
• Escalation Level 1
• Escalation Level 2

Red Flag Box – Once the TAT of any compliant exceeds and customer calls in again then there is additional
flag called Red Flag Box which moves compliant to high alert.

Note: Attributes and Layout may not be the same as shown in the Fig.
This page shows complete details of a complaint. Users can view this screen by clicking complaint Id in the
listing page as well as from the list showing under Complaint History Tab on Main Screen. This page will
allow the users to view, act, assign or change the status of a complaint.

Note: Attributes and Layout may not be the same as shown in the Fig.
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 E-Form Manager

Business Process Overview

When a customer call or visit the bank for e-form logging, the first thing that user requires is to search the
customer in ODS (Operational Data Store). After searching the customer, all the customer specific
information populated on the screen. Then users have to use E-Form Management Module to log customer
e-forms.

Process

Call Center Cards

Branch Loans

Unison Routing Process

IVR Branch

Fax Team A

E-Mail Team B

The main stages in the process are as follows:

1) The user presses an ‘Add’ button on E-Form Management Module for E-Form Addition.
2) The user fills the E-form Addition form after determining the customer need.
3) The user then submits the form and communicates the ticket number of that e-form to the
customer by SMS or E-mail if mobile number is not available.
4) The e-form is now initiated and the status of e-form is also ‘Initiated’.
5) The e-form then automatically routed to the bucket of coordinator.
6) The coordinator reviews the e-form and works on it.
7) After completing the e-form the coordinator changes the status to ‘Done/Accepted’ and after that
he can put it to closed state.
8) The coordinator has an option to forward the e-form from his bucket to his subordinate.
9) After forwarding the e-form to subordinate, the status of the e-form changes to ‘Forwarded’.
10) The subordinate then works on the e-form and change the status to ‘Done/Accepted’.
11) The Coordinator then verifies the e-form and changed the status to ‘Closed’.

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 E-Form Screen

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 Sales Module

Business Process Overview

When a customer contacts the bank to buy certain product, Call Centre / Branch will search the customer in
ODS (Operational Data Store). After searching the customer all the customer specific information populated
on the screen. Then users have to use Sales Module to log customer sales lead.

Process

Call Center Cards

Branch Loans

Tele Sales Person

IVR Branch

Fax Team A

Team B
E-Mail

The main stages in the process are as follows:

1) The user presses an ‘Add’ button on Sales Module for Sales Lead Addition.
2) The user fills the Sales Addition form after chalking out the customer requirement.
3) The user then submits the form and communicates the ticket number of that sales lead to the
customer
4) The lead is now initiated and the status of lead can also be ‘Hot’ or ‘Warm’ depending upon the
agent’s judgment.
5) The lead is then automatically routed to the bucket of Tele Sales person if it is generated from
Call Center and if its at branch the Branch coordinator will be able to work on it.
6) The Tele Sales person will cross check and do further verification and then pass the lead to the
appropriate person in Branch / Direct Sales.
7) Branches will then close a lead or sometimes forward this lead to appropriate department for
closure.

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 Sales Lead Process
The aim of the Sales module is to provide a source of browsing Sales Leads as well as registering new
Leads. The visual layout of the Sales module is divided into the following pages:
1) Main Leads listing page
2) Leads details page
This will contain the following sections,
a. Basic Information
b. Entry Details
c. Call Back Log
d. Activities
This is linked with the notes page.
i. Notes
The Visual Layout of the Main Lead listing page will be in a Tab Page Format, which will be categorized by
Lead Status. There are seven types of statuses:
1) Warm
2) Hot
3) Assigned Hot Lead
4) Under Process
5) Sent for Approval
6) Sent for Disbursement
7) Closed
8) Declined
9) Rejected
10) Delayed
11) Re-Submitted
12) Done
13) Future Follow-up (This is to be considered same as closed)

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 Sales Module Screen
This page contains all the Lead related information, in tab pages, associated with the logged user. Therefore
there are eight tab-pages in the main Lead listing screen as described above. These tab-pages shows the
same type of information, filtered by Lead status in a tabular format.

Sales Lead Detail Screen

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 Reports
Complaint & E-Form MIS Report
User can fetch E-Form Report from below search criteria.

User can search on the basis of different combination and fulfil their report requirements. There is a ‘Print’
and ‘Export to Excel’ button to print and export report to excel formats.

Complaint & E-Form Transactions / Escalation Reports

User has an option to fetch the report for all the activities performed on e-forms. The following search
criteria is available for user:

Session Tracking Report

This report cover all the session related activity that is performed by any business user with customer. There
are different criteria on which user can search on.

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 Administration

This section covers administrative features of NCR-Unison. Details of the main sections of this module are
defined as follows:

User Management
Admin can perform following actions for user management:
• Add/Update/ Delete Roles
• Add/Update/ Delete Users
• Assigning E-Form Types to Users

Session Tracking
Session tracking section can be used to fetch session activity reports.

Message Maintenance
General Marketing Messages can be set through this section. The defined message will then reflected on the
Agent Desktop Screen.

Calendar

• Holidays can be defined through this section. Defined holidays will be skipped while
calculating TAT of E-Form.

Working Month can be defined through this section. This will be required for fetching comparison report.

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