Making complaints management a mission at PTSB
Customers want to feel heard, especially when things aren’t going well or their needs aren’t being met. How an organisation captures and responds to feedback can make or break a customer relationship.
To stop customer grievances slipping through the net or taking too long to resolve, PTSB, one of Ireland’s longest-established financial services institutions with a banking history stretching back over 200 years, set out to redesign and modernise its complaints management system. The bank aimed to improve the quality and speed of communications to satisfy both customers and regulatory requirements, and to convert more complaints into long-term customer advocacy by investing further in complaint management.
Creating a 360-degree view of complaints with Insight 2 Value and IBM Business Automation Workflow
After a public tender process, PTSB chose to work with Insight 2 Value to redesign its approach to complaints management.
Insight 2 Value identified that the bank’s existing IBM Business Automation Workflow platform could be adapted to solve the complaints management challenge. Insight 2 Value delivers its business automation engagements on a fixed-price basis.
Using IBM Business Automation Workflow, Insight 2 Value rebuilt PTSB’s complaints process around AI and case management capabilities. Starting with a detailed analysis of the desired customer complaints journey, the team developed a prototype solution and ran show-and-tell sessions at the bank to walk through how the platform would work.
With the new solution, PTSB took manual steps out of key parts of the complaints handling process. The platform now generates letters, sends notifications to department heads when a complaint arrives involving a particular (or more than one) department, and requests input from teams across the bank.
Working with Insight 2 Value, PTSB also set up a new escalation process that alerts teams when a query hasn’t been responded to in time, driving faster complaint resolution. The new complaints management platform is fully integrated with PTSB’s core banking system, drawing on data such as customer names and addresses and ensuring that full complaints information is saved to each customer’s record. The bank uses this consolidated view of each complaint to analyse root causes.
As Elaine Kearns, Head of Complaints & Remediation at PTSB, explains, “IBM Business Automation Workflow is very intuitive, allowing our complaints teams to capture every nuance of a query and ensure it’s directed to the right departments for resolution. Since a complaint is never without an owner, it now promptly gets the attention of the relevant manager. Insight 2 Value helped us to build a platform that sets us up for success.”
The new complaints management system that Insight 2 Value built on IBM Business Automation Workflow has enabled PTSB to turn customer grievances into resolved cases that often improve the customer relationship rather than damage it.
Putting the Customer First: Results and Business Benefits with IBM Business Automation Workflow
- Increased customer satisfaction, demonstrated by a reduction of over 50% in standard referrals to the Financial Services and Pensions Ombudsman of Ireland since PTSB deployed the new system
- Simplified reporting for both internal and external purposes, making it easier for PTSB to meet regulatory requirements around complaints management
- Differentiated customer experiences that strengthen the bank’s competitive position
- Flexibility to adapt to emerging needs, evidenced after PTSB engaged Insight 2 Value to add a new complaints class following disruption from the COVID-19 pandemic
Download and read the full case study
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