Self Service in the Retail Securities Industry : Dial-n-Trade
a. Customer Identification & Self Service Solution
Since most of the retail broking companies offer multiple services like trading in equity, commodities, investment options like mutual funds, insurance and portfolio management services (PMS) to its customers, the challenge is to identify and authorize the customer quickly and effectively without asking too many questions.
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b. Speech in Self Service Solution
Lot of customers call up the contact center to get information about the real time equity rates, holding information, DP balance, etc. Since the number of utilities listed on Bombay Stock Exchange (BSE) and National Stock Exchange (NSE) are more than 4650 and 1700 respectively, it is not viable to offer the real time rates using DTMF. Also using contact center agents to answer such calls increases the cost per call and reduces efficiency, especially during the trading hours. Moreover, as the customers mature they expect the contact center to offer certain services after the trading hours.
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c. Automation of ‘Daily Calls on Tips’ for the Customers
Customers in the broking industry can be categorized as

  • Those interested in doing high volume of transactions – short-term transactions
  • Those interested in doing high value transactions – long-term transactions
  • Those interested in doing both high value and volume transactions – combination of long-term and short-term transactions
The broking firms would ideally like to customize the daily calls giving ‘trading tips for the day’ for the above mentioned categories. The challenge, therefore, is to identify the customer type and announce the investment tips, individually for separate category of customers.
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