Post on 09-Mar-2018
RBS Retail Banking Services // Piazzale dell’Industria, 46 - 00144 – Rome - Tel. 06 874171 - info@rbs24.eu
Released on December 19th 2013
Company Profile
• Year of foundation: 1994
• President: Alessandro De Angelis, former General Director of Diners club Italia, Central Director of Deutsche Bank and Banca Nazionale del lavoro, CEO of Myfin.
• Reference market: Banking, Finance and Insurance
• Offices
Rome (2,200 sqm)
Milan (1,300 sqm)
Sassari (500 sqm)
• Workstations: 450 multimedia
• Staff:
170 employees
250 free-lance
3 RBS - Retail Banking Services
Mission
• Becoming the Partner of Important National and
Multinational Companies highly specialized in
outsourcing services of CRM (Customer
Relationship Management).
• Supplying a flexible infrastructures and a well-
established know how in the integrated management
of relational contact channels on a multichannel
platform (telephone, internet, e-mail, fax)
• Supplying data and analysis to its partners to
improve the knowledge and the profitability of its
customer portfolio.
• Integrating technology and resources with
Compliance and Quality systems to create
customized solutions and to guarantee operations
compliance.
Technology
Resources and
Organization
Compliance and Quality
Systems
4 RBS - Retail Banking Services
Offer range
Features
• The management and organizational structure
platform enables a high flexibility when creating and
developing new services.
• There are three service areas:
• Customer Management (Customer care, Help
Desk, Phone collection, and so on)
• Business Development (telemarketing, sales,
managing appointments, and so on)
• 1st and 2nd level back-office (data update,
managing documents and so on)
• Services are designed and managed in an
exclusive or multi-customer customized form and,
as for HW and SW tools, with internal, mixed or
external modalities.
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SERVICES MANAGEMENT
PLATFORM
Customer Management
Inbound Services
Business Development
Outbound Services
Documental Workflow
Backoffice Services
Banks
Financial intermediaries
Insurances
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Target Market
Services for Banks and Financial
Intermediaries INBOUND
CUSTOMER CARE:
HELP DESK:
MONEY TRANSFER:
MANAGING TELEPHONE
SWITCHBOARD:
Credit cards, Consumer credit, Current accounts,
Loans, Claims, Form requests, Document
information (for banks), Document copies
Home Banking, Branch support, Operation
procedures and support
Information to customers, Money transfer (only
for banks)
Receiving and transferring calls with or without
music, managing busy signals, managing
receiver groups, automatic sending of emails to
absent receivers. Complete or overflow
management.
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Services for Banks and Financial
Intermediaries OUTBOUND
TELEMARKETING:
TELESELLING:
CREDIT RECOVERY:
DOCUMENTS/INFO RECOVERY:
Managing appointments at branches, Welcome
calls, Market survey, Credit card activation, Cash
Credit, customer satisfaction survey.
Credit cards, deposit account and so on (cross
selling and upselling)
Phone Soft Collection, consolidation default
payments with employer loan
Recovering missing documents and information
to open deposit accounts, employer loan.
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Services for Insurances INBOUND
CUSTOMER CARE:
HELP DESK:
MANAGING TELEPHONE
SWITCHBOARD:
Insurance policies, Casualty claims, Claims,
Forms request, document copies and different
certifications.
Application programs, Branch support
Receiving and transferring calls with or without
music, managing busy signals, managing
receiver groups, automatic sending of emails to
absent receivers. Complete or overflow
management
RBS - Retail Banking Services 9
Services for Insurances OUTBOUND
TELEMARKETING:
TELESELLING:
DOCUMENTS/INFO RECOVERY:
Welcome calls, Market surveys, fixing
appointments for agencies
CPI, GAP and BI Insurance policies, Life and
Accident Insurance
Recovering missing documents and information
to open casualty insurance, contracts and so on.
RBS - Retail Banking Services 10
Services for Banks, Financial Intermediaries and Insurances
BACKOFFICE
• 1st level operation procedures (activities that do not require proxies, decisions or
assumption of responsibility).
• 2nd level operation procedures (activities that require autonomy and higher skills than the
1st level). The management procedure is carried out between the purchaser’s offices an highly
skilled resources within the contact center. The interaction is aided by adequate web portals
helping and rationalizing the necessary information exchange for a correct file management.
• Creating and customizing documents
• Sending documents (e-mail, fax, mail)
• Controlling completeness and technicality of documents
• Managing mail return
RBS - Retail Banking Services 11
Service level
• % Calls served within 20 seconds
• % Abandoned calls
• % Trouble ticket created (multiple callers, escalation, and so on)
INBOUND
• Contact Rate
• Redemption Rate
• % Notices (Deletion on sales) OUTBOUND
• Time to carry out different activities
• % of error on total of managed negotiations BACKOFFICE
RBS - Retail Banking Services 12
Process to start a service
- Acquiring service specifications and customers need
- Identifying procedures, tools and staffing
- Defining functional specifications of the project
- Selecting and recruiting operators
- Training operators
- Editing operation manual
- Setting telephone software
- Creating CRM (Customer Relationship Management) activities
- Report creation
- Developing Trouble Ticket portal
- Activating telephone lines
-Assessing and validating the project
- Start of service
- Training on the job
In close cooperation with the Purchaser
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Technology Capital Components: the technology resources used are measured and configured to guarantee continuity of services even during accidents and natural disasters.
RBS - Retail Banking Services 14
HARDWARE
- Server and Router with Fault Tolerant
configuration
- Systems distributed within the three offices
SOFTWARE
- Telephone system Infomaster
- CRM system Contact Pro
- Web Portal for Trouble Ticketing
- Reporting system Microstrategy
TRX DATA NETWORK
FASTWEB
- Interconnection among the operation
offices
- High speed
- Backup circuits
Telephone system: Infomaster
IVR/ACD/CTI Platform:
• based on VOIP protocol
• able to manage inbound and outbound multi-channels
(telephone, e-mail, chat, co-browsing, fax, sms and so on)
• managing synthetic “IVR Messenger” operators
• integrated systems to record telephone calls
• perfect integration with the CRM Contact Pro system
• system that is geographically distributed in three offices with “Fault Tolerant”
configuration, guaranteeing service continuity
• Click to talk Skype and Easy Chat testing
RBS - Retail Banking Services 15
Technology Capital
Technology Capital
CRM system: Contact Pro
• Application accessible with Browser Web, workflow and script guiding the phone call
• Possibility of segmenting call lists during telephone operation allocation
• Personal data base and contacts for single campaign
• Possibility of managing an unlimited number of inbound and outbound campaigns
• Managing appointment organizer
• Complete integration with ACD/CTI platform
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Technology Capital
Reporting: Microstrategy
A strong reporting and business
intelligence platform is integrated with
databases supplied by the CRM system.
• Quantitative and qualitative analysis of
production data.
• Data can be used by means of a
dedicated real-time web portal.
• Summary executive panels.
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CRM
CRM activities, by creating historical data
for contacts with clients, aim at supplying a
wide overview.
I The analysis models that can be
implemented are:
• Geo-reference approach
• RFM (Recency, Frequency and
Monetary)
• Identifying specific process anomalies.
• Flexible and customized parameters on
quantitative and qualitative surveys.
Advanced and targeted analysis
Business Intelligence
Tools
(Microstrategy)
Customized historicization of
contacts
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Technology Capital
CUSTOMIZED WEB TOOLS
RBS plans and realizes customized web portals, developed upon the needs of its customers
to favor communication with the contact center.
The main features are:
• Modular structure and scalability of the product.
• Safeguarding personal data privacy by setting access credentials to information
according to structured access modalities.
• Rationalizing communication by creating different cause levels.
• Controlling timing for request execution with a system monitoring SLA established
in real-time mode.
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Technology partners
20
Data and Phone network
Telephone system
CRM
Reporting system
Servers & Routers
RBS - Retail Banking Services
Managing processes
Co
mp
lia
nce
Qu
alit
y
Co
ntr
ol
21
Complying
with the
regulations
provided by
the law in
force (Banca
d’Italia and
ISVAP) ruling
the activity of
the Contact
Center
Managing
services with
the idea of
continuous
improvement
and innovation
confirmed by
objective
certifications,
maintained in
time
Tools and
procedures
aimed at
continuously
monitoring
accessibility
(efficiency) and
quality
(efficacy) of
services
RBS - Retail Banking Services
• Regulates administrative responsibility of juridical
persons, companies and associations that do not have
legal responsibility
• Regulates personal data protection
REFERENCE LAWS OF THE SYSTEM
OBJECTIVE 1.Guaranteeing compliance of procedures with reference laws
2.Assuring a continuous control of service standards
D. LGS 231/01
D.LGS 196/03
Compliance System
PCI DSS v.2.0
• Certifying Body: Self-certification (supported by Security
Brokers)
• Year of certification: 2010
• Objective: Securing data of credit card holders
• 2007/64/Ce – Payment Services Directive (PSD)
acknowledgement within the Italian legislation
Compliance System
D.LGS 231/01
Objective: Preventing and controlling risks of crimes connected to the
company activity
Methodology: Determining risk areas for connected crimes,
defining protocols and a regulatory
system.
Results: Preparing a structured
system with an organizational
model.
• The Italian D.Lgs 231/2001 issued to fulfill the proxy specified in article 11 of law no. 300 of
September 30th 2000, and introducing the administrative responsibility of institutions (joint-stocks,
associations, trusts and so on) on what has been established by International Conventions ratified by
Italy.
• Enforcing the Organizational model deriving from Law 231 is aimed at cancelling possible illegal
behaviors, by spreading within the company the legal provisions and the application of specific
disciplinary and/or contractual sanctions in the event of breach.
• Within RBS, the process executed by the Model provided for by Law 231 established the issuing of a
Corporate Code of Ethics, the identification of corporate areas characterized by a possible risk of
breach, the definition of prevention and internal control activities, throughout the creation of a
Surveillance body. The objective is to guarantee prevention and control over the procedures that are
applied for the company management.
Compliance System
D.LGS 196/03
Objective: Guaranteeing personal data protection
Methodology: Control entrusted to external legal consultant
specialized in privacy. issues.
Result: Constant control of compliance in relation to
regulations
• The Italian legislative decree 196/2003, substituting the previous privacy regulation 675/1996
established specific conditions when treating personal and sensible data, entrusting
responsibility to the Legal Representative to adjust security measures. Within the field of
competence of the decree 196/2003, there are numerous and continuous Provisions issued by
the Guarantor of privacy which require a constant monitoring of ongoing procedures.
• RBS commissioned a specialized independent structure to define the interventions that are
necessary to comply with the legal provisions and to execute periodic controls, by supervising
all internal processes that are important when treating personal data.
• The objective is to guarantee at best compliance with the law and, consequently, legal
protection for the Purchaser, the company and operators.
Compliance System PCI DSS V.1.2
Objectives: Data security for credit card holders
Methodology: Defining physical and IT perimeter monitoring
processes and modalities.
Result: system compliance and continuous adjustment
• The Italian legislative decree no. 11 of January 27th 2010 acknowledges Directive 2007/64/CE
(Payment Services Directive) and provides for security and responsibility obligations related to data
treatment used for credit card payments.
• Since 2010, RBS adopted the Payment Card Industry (PCI) security standard and the Data Security
Standard (DSS), issued by the PCI Council with the aim of guaranteeing adequate standards to
manage information related to payment instruments and especially credit cards.
• Compliance with the standards adopted is monitored periodically by means of internal audit
procedures supervised by Security Brokers, with the objective of guaranteeing continuous adjustment
to security measures.
• Certifying Institution: TUV Italia
• Year of certification: 2004
• Objective: assessing the ability of the organization to
satisfy purchasers and all parts involved
• Certifying Institution: ICIM
• Year of certification: 2011
• Objective: supplying the best practices focused upon the customer
to meet its expectations
CERTIFICATIONS
OBJECTIVE 1. Making processes and data objective and transparent
2. Guaranteeing the internal quality of processes
3. Assuring compliance with the required control standards
UNI EN ISO 9001:2008
UNI EN 15838:2010
Quality Certification System
ISO / IEC 27001:2006
• Certifying Institution: TUV Italia
• Year of certification: 2013
• Objective: controlling security of treated information
BS OHSAS 18001:2007
• Certifying Institution: TUV Italia
• Year of certification: 2014
• Objective: guaranteeing the security on the workplace
and for the resources working in it
Quality Certification System
UNI EN ISO 9001:2008
Objective: assessing the ability of the organization to satisfy purchasers and
all parts involved
Methodology: applying efficacy and efficiency criteria for a
continuous improvement
Result: correctly formalizing and documenting the company
processes
• UNI EN ISO 9001:2008 defines the reference principles to manage the company quality within the
services sector and applies to planning, approval, implementation, management and control phases
for the services supplied by the company. All company processes shall be formalized, documented
and approved – both internally and by the customers, if necessary – before starting production.
• From 2004 RBS adopted the Quality Certification by applying the reference standard UNI EN ISO
9001:2000 and, then, acknowledging the changes made to the standards, up to the current version of
2008.
• The objective of the quality system is to guarantee the highest control on service specification,
compliance with the provisions given and the specifications requested by the purchaser.
Quality Certification System
UNI EN 15838:2010
Objective: supplying the best
practices focused upon the customer
to meet its expectations.
Methodology: constant monitoring of critical indicators
Result: generating a monthly
evaluation of multiple parameters
influencing the quality of the CRM
activities
• The certification standard UNI EN 15838:2010 defines the quality specifications related to
Customer Contact Centers (CCC), by controlling the operation critical indicators, with the
objective of constantly monitoring the service level and allowing timely corrective and
improving interventions.
• In particular, the standard defines the quality standards related to operators (voluntary
turnover, absenteeism, satisfaction level), timing and quality of the answer (answer
percentage, waiting times, accuracy and so on) and the actual availability to access the
service.
• RBS certified the application of the standard in 2011. The main result is the constant control on
the actual quality and the possibility of an immediate intervention should there be a lack of
qualitative and quantitative standards as established.
Quality Certification System
ISO / IEC 27001:2006
Objective: controlling security of
treated information
Methodology: monitoring availability, integrity
and information confidentiality of information
parameters within the IT perimeter
Result: assuring adequate
and controlled access to
information
• Standard ISO / IEC 27001:2006 deals with the control, the protection and the integrity of information
treated within the company, by defining the company areas, processes and relevant controls.
• The processes are analyzed, the potential risk factors are identified and the monitoring and
prevention procedures are activated within the infrastructure, functional and IT perimeter where
information is gathered and treated,
• RBS completed all certifications with the scope of guaranteeing control over the processing and
integrity of information treated, within the first semester of 2013.
Quality Certification System
BS OHSAS 18001:2007
Objective: guaranteeing the security of the workplace and of the resources
working in it
Methodology: analysis of risks related to the activity carried out
Result: organizational model compliant with standards
• The certification standard BS OHSAS 18001:2007 (occupational health and safety assessment series ) was
issued in 1999 by the BSI (British Standard Institution) and governs the management system protecting health
and security on the working place.
• The methodology provides for the analysis of processes and single factor risks and the identification of
intervention areas to restrain risks.
• The standard is currently being adopted and certified by TUV Italia. Completion of certification procedures is
expected within 2014.
RBS - Retail Banking Services 31
Insurance coverage signed by RBS with Ace Insurance against risks regarding the activities
managed on behalf of its customers
Risk Management
RCTO (Third
parties and
employees
insurance)
It holds the Insured harmless against compensations (capital, interests and expenses) of involuntary
damages caused to third parties by death, personal injury and damages to things caused by
accidents occurring during activities stated in the insurance policy, including extra and
complementary activities and also for malicious actions of people they are responsible for.
PROFESSIONAL
INSURANCE
It holds the Insured harmless against payments, as liable according to the law, to compensate for
involuntary property damages to third parties, including customers, as a consequence of real or
alleged mistakes and/or failure during the professional activities. The Insurance includes public-
liability of the Insured deriving from malicious actions of its Employees and the People he is
responsible for.
ADMINISTRATOR
S INSURANCE
Covers public-liability for both the Company (contractor of the insurance policy) and third parties
against compensation requests (damage compensation, civil procedures or arbitrate, criminal,
administrative procedures or procedures started by the Surveillance Authority) that have been
issued for the first time during the insurance period for a real and/or alleged offense committed by
the Insured (Administrators, Managers, Directors, Auditors or Employees of the Company). With the
term offense it is meant: real or alleged violation of a fiduciary duty, mistake, omission, wrong
statement and/or perjury, negligence or violation of duties by an Insured acting as Administrator,
Manager or Employee; real or alleged violation of work relationships against an Insured with
reference to his quality; demands to an Administrator or Manager relating to his Company
Administrator or Manager status. Defense costs are included: legal costs of the Insured to defend
himself against compensation requests (25% of the coverage cap exceeding it – art. 1917 C.C.).
INFEDILITY OF
EMPLOYEES It holds the Insured (the contractor of the insurance policy) harmless against property damage
suffered due to offense (action and/or malicious omission and/or fraud such as scam, pillaging,
theft, computer fraud, counterfeiting, falsification) committed by an Employee with the intention of
gaining for himself or others an unfair and/or illicit profit.
Type of control Tools Objectives
SLA (Service Level
Agreement)
Quantitative Reporting (ACD Automatic
Call Distribution)
Qualitative Reporting (Microstrategy)
•Service efficiency
•Contract compliance
•Corrective actions in the event of
variance
Quality of service Listening on double headphones
Replay of recordings
•Conversation quality control
•Periodical operators evaluation
•Corrective actions in the event of
problems
•Identification of improvement areas
•Training support
•Assessing claims
Productivity of operators Quantitative Reporting (ACD Automatic
Call Distribution, Microstrategy)
Qualitative Reporting (Microstrategy)
•Assessing staff adequacy
•Economic objective accomplishment
TT (Trouble Tickets)
execution Qualitative and quantitative Reporting
from TT portal
•Meeting established timing to execute TT
both by RBS and the Customer.
•Signaling and demanding charge of
expired TT
Variance Analysis Qualitative Reporting (Microstrategy)
Ad hoc data processing
Identifying special problems generating
errors or affecting the efficiency of
possible corrective actions or
improvement processes.
RBS - Retail Banking Services 32
Control procedures
Human Resources Capital
33 RBS - Retail Banking Services
The organization of Human Resources within RBS is structured according to specific
abilities and skills with the aim of supporting activities according to the best practices as
identified and shared with the purchaser.
The main aspects for RBS are selection and training processes as they:
• Determine the qualitative and quantitative success of the activities committed
by the purchaser.
• Are an element of excellence in relation to the reference market.
• Generate comfort for resources operating within the contact center and thus
satisfying purchasers and end customers.
34
Roles
• Is responsible for planning, development and execution phases of services, monitors management activities and assures that goals are meet for each order by means of professional growth of the structure assigned.
Area Manager
• Cooperates with the area manager to create offers, analyses data and needs with the aim of carrying out a project; plans timing, phases and all resources that are necessary to carry out the projects. Assures that goals are met.
Activity Manager
• Manages CRM operation activities. Coordinates and plans operation processes for telemarketing campaigns.
• Assists operators during activities. Offers IT support and assesses operators’ activities carrying out coaching functions as well.
Team Leader
• Makes and receives calls gathering and managing, with the use of IT systems, customers’ needs. Promotes and suggests products to purchasers, recovers credits.
Operator
RBS - Retail Banking Services
Human Resources Capital
Selection
Code of Ethics
Contracts for Employees/Free-lancers
Resources profile and selection modalities
Requested sources and skills
Work environment
Professional roles
Education
Behavioral education
Training of Instrument use
Product and Service training
Analising the potential
Resources development
plan
Training
Classroom training with multimedia tools
Tutored simulation
activities
Nursery
Training on the job
Recurring training to improve skills and create new services
35 RBS - Retail Banking Services
Standard Education
Compliance
D.Lgs 81/08 Security in the
workplace
D.Lgs 196/03
Code of Privacy
Structure of contract
Rules of the Contact center
Tele-marketing techniques
Psychology of communication
Expressiveness and emotional
language
Active listening
Managing objections and
closures
Product training
IT tools
Product briefing and simulation
Listening to Senior operators
recordings and double headphone listening with Team
Leader
Training on the Job
Direct calls with Team Leader
Debriefing to supply feedback on
important progresses and criticalities that to
be managed
Private area: briefing on the use and personal data
insertion
Evaluations are fundamental during selection and training processes. The evaluations
follow these criteria:
• Personal features: credible way of being, relational abilities, adaptability and
availability levels
• Expressiveness: availability and empathy, linguistic skills, ability to express values.
• Managing telephone calls: faithfulness to the communication plan, overcoming
objections, general management of phone calls.
37 RBS - Retail Banking Services
Human Resources Capital
Emergency plans
RBS established different measures to guarantee service continuity.
In the event of natural disasters that avoid service execution inside the usual offices,
these services may be managed, guaranteeing the SLS established, inside other offices
thanks to:
• Flexible IT infrastructure
• Redundancy of server and communication lines among the offices
• Resources distributed within the territory with specific skills
RBS - Retail Banking Services 38