Krungsri

2500+ Employees
“The relationship with Avaya is critical to helping us get the most of out of our investment.”
 
-Dharittee Kritsernvong, EVP-Head of Information Technology Group 

 

Benefits

Increased Productivity
Improved Customer Service
Reduce Cost

KRUNGSRI MANAGES A MILLION CALLS A MONTH WITH AN EYE ON STABILITY, INTEGRATION, AND MULTICHANNEL OPPORTUNITY

 

Thai Bank Manages 1 Million Calls a Month with Avaya Contact Center and IVR

Leading Thai financial services provider Krungsri has relied on an Avaya contact center for over 18 years, winning multiple awards for its outstanding service. Now, its leaders reflect on why Avaya remains the right choice to help it manage 1 million calls a month – and underpin its future growth and multichannel strategy.
 
For Krungsri, Thailand’s fifth-largest financial group, telephone banking is critical. Its core consumer banking receives 190,000 calls a month from around 60,000 registered customers; add in credit cards, provided under a range of different brands, and the total volumes soar to more than a million incoming calls every month.
 
Calls range from simple balance checks to reporting lost cards to taking payments, and thanks to an advanced Avaya Experience Portal, Krungsri is able to automate about half of its incoming calls via low-cost and efficient IVR. The remainder are served by the 600 multi-skilled agents that work in its 24x7 contact center.
 

Growing Together

Clearly, an operation of such size and scale requires a dependable and advanced contact center platform, and since 1998 Krungsri has partnered with Avaya. “Avaya’s the market leader”, explains Chanchai Lerdtaweedej, Senior Vice President of the group’s Telecommunication and Call Center Management System Section. “Its solutions have been perfect for our business. They are cost-effective and stable, and integrate well with our other systems.”
 

“As a business, the contact center is critical for us. We keep looking around and comparing Avaya with others, but we always come back to the same key point: with Avaya we have a base, and above all stability. As you look ahead, that’s what you need.”
 
-Voranuch Dejakaisaya, CIO Krungsri

 

Award-winning Solution

Naturally, the Avaya platform has evolved a good deal since it was first put in place. It has moved to IP; been integrated with new systems and databases; and above all, it has grown to handle the phenomenal call volumes Krungsri receives. Throughout this long period, the performance has been consistently excellent, and gained a series of awards in Thailand and across Asia.
 
Today, the core solution is the Avaya Aura® Call Center Elite, running on the Avaya Aura® Communication Manager v6. Automation is delivered through Avaya Experience Portal, of which Krungsri is one of the world’s most advanced users. However, the Krungsri team is not resting on its laurels: in its most recent upgrade, it took the opportunity to review and enhance call flows to improve the customer experience. Now customers can complete more transactions within a single automated call – meaning they are more satisfied with the service, and the bank can shift a greater proportion of transactions onto the lower-cost IVR channel.
 

Enhanced Business Continuity

In reality, because Krungsri runs such a high-performance operation, the new upgrade delivered few additional features from the customer perspective. However, there was an important technical benefit, as CIO Voranuch Dejakaisaya illustrates. “For us, the fact that the new solution functions in Active/Active mode is a great asset. It strengthens our business continuity and means if we did experience any problems on the server side, customers wouldn’t be affected – even for a second.”
 
The upgrade also underpinned a standardization in the bank’s operations. “Previously, our banking division had a slightly different set-up to the credit card division,” Dejakaisaya explains. “Both were fully functional, but it just added an extra layer of complexity that we had to manage them in different ways. We’ve now removed that.”
 

CHALLENGE

  • Provide a contact center solution to meet the demands of a leading financial services group – handling large volumes of calls cost-effectively

 

VALUE CREATED

  • Stable solution handles 1 million incoming calls a month
  • Extensive IVR system drives down call handling costs
  • Contact center operation has won multiple awards
  • Latest upgrades increase business continuity
  • Solid platform to support multichannel strategy

The Multichannel Opportunity

The other key advantage of moving to the latest version is that aligns with Krungsri’s multichannel strategy. “Multichannel is next on our roadmap,” confirms Dejakaisaya. “We plan to expand agent roles to cover more channels. That means making sure they have a 360-degree view of the customer across all channels.”
 
The Avaya Experience Portal positions Krungsri well for this, but as Chanchai Lerdtaweedej is keen to point out, the company believes its strength in telephone banking will remain crucial. “We don’t foresee call volumes dropping,” he states. “Instead, it’s a case that other channels will increase. That’s why it’s so important we continue to invest in our IVR platform, and in our call handling.” One area of potential investment is voice recognition and authentication – something that agents are keen to see introduced. However, as Executive Vice President, Head of Information Technology Group Dharittee Kritsernvong points out, that’s proving challenging. “We’ve recognised that younger generations in particular don’t want to talk to a robot; to make this work, we need to be confident that the speech systems seem natural.” He also highlights the importance of strong local partners, not only for technical support but also strategic input. “The relationship with Avaya is critical to helping us get the most of out of our investment.”
 

The Right Platform to Look Ahead

But while the plans for the future are constantly being reviewed and revised, one thing will remain constant at Krungsri: the role of the Avaya contact center. “As a business, the contact center is critical for us,” Dejakaisaya concludes. “We keep looking around and comparing Avaya with others, but we always come back to the same key point: with Avaya we have a base, and above all stability. As you look ahead, that’s what you need.”
 

About Krungsri

Krungsri is the fifth-largest financial group in Thailand in terms of assets, loans and deposits, with 71 years of history in the country. The group, which has a reputation for outstanding corporate governance, has more than 7.65 million customers, and is Thailand’s leading provider of credit cards and personal loans. Its operations include the Bank of Ayudhya PCL and Krungsriayudhya Card Co., Ltd. Krunsgri is a strategic member of the Mitsubishi UFJ Financial Group (MUFG). https://www.krungsri.com.

 

Krungsri Manages 1 Million Incoming Calls per Month

CUSTOMER PROFILE
  • Headquarters:

  • Thailand

  • # Employees:

  • 8500

Krungsri is the fifth-largest financial group in Thailand in terms of assets, loans and deposits, with 71 years of history in the country. The group, which has a reputation for outstanding corporate governance, has more than 7.65 million customers, and is Thailand’s leading provider of credit cards and personal loans. Its operations include the Bank of Ayudhya PCL and Krungsriayudhya Card Co., Ltd. Krunsgri is a strategic member of the Mitsubishi UFJ Financial Group (MUFG).

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"Avaya solutions have been perfect for our business. They are cost-effective and stable, and integrate well with our other systems.”

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  • Chanchai Lerdtaweedej

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