CBA is developing a virtual contact center construct by reassigning staff from around 10% of its branches to spend their afternoons answering calls instead.
The bank unveiled its intention to adjust the opening hours of 90 branches in regional areas from 9:30 a.m. to 1 p.m.
Branch staff would then switch to answering calls as part of the CBA’s national call center operations from 1:45 p.m.
The ABC said its branch teams would be trained to ensure they feel comfortable and confident carrying out afternoon contact center activities.
“We are expanding our Australia-based contact center network from five dedicated locations to over 90 communities across the country, while maintaining a physical banking presence in regional communities,” said the Executive Managing Director of the Customer Service Network. , Mark Jones, in a press release.
The bank did not respond to further questions from iTnews on the configuration of his virtual contact center or on the software he used.
The new branch trading hours are expected to come into effect for NSW, SA and WA in mid-September, while QLD, Victoria and Tasmania will see changes in early October. A full list of locations affected by the announcement is available here.
The ABC noted that customers in regional areas could access ABC services through [email protected] at Australia Post outlets or through ATMs, in addition to morning branch visits.
The pandemic has pushed banks and other industries dependent on customer service to experiment with new models of customer support.
iTnews understands that the 90 branches that will adopt the new operating model were selected to ensure that the model could operate effectively nationally.
The ABC said foot traffic at its branches has generally declined since 2020.
This has coincided with a significant increase in the number of customers self-serving on the app or through NetBank.
The ABC reported 6.8 million daily logins to the CommBank app over the past financial year, peaking at 10.7 million daily logins on the app and NetBank in April 2021.