Absa effectively monitors the internal branch service delivery experience from a client's perspective with Psion Teklogix's mobile handheld computers and iTrax software.
"We wanted to experience our service delivery by stepping into clients' shoes and travelling with them when they enter and move around the banking hall," comments Absa's Manager: Business Efficiency Improvement, Bennie Vorster.
After scanning the market for innovative solutions on how to measure client experience, Absa approached industrial engineering consulting company, LTS Consulting which, in turn, consulted with Galacticom to find a practical and workable solution.
Galacticom, established in 1996, is a technology company that specialises in solutions based on mobile computing, wireless communications, RFID technology, systems integration and specialised hardware interfaces.
Galacticom Technical Director, Johan Thirion explains: "We focus on solutions to optimise logistics operations in our clients' organisations and also provide solutions to markets such as financial services organisations (banks) and healthcare, which did not traditionally focus much attention on the logistics of their businesses."
iTrax Service Measurement software, installed on 125 Psion Teklogix 7525 C WORKABOUT PRO mobile hand held computers, together with WiFi wireless networking and RFID cards, effectively track the movement of clients within the branch.
Psion Teklogix entered the South African market six years ago and has since shown phenomenal growth and has established itself as a market leader in the manufacture and supply of unique and innovative tailor-made end-to-end solutions in wireless radio technology for diverse local mobile application requirements.
The feature-rich, rugged, ergonomic WORKABOUT PRO handheld computer is designed to deliver diverse tracking, materials handling and storage requirements for accuracy, performance and durability. Based on industry standard CE.NET and Intel XScale architecture, the extremely light and compact WORKABOUT PRO is user-friendly, ensures seamless application development and easy integration with existing infrastructure. The unit is IP54 rated, boasts a 1/4 VGA daylight readable touch-screen display and a well laid out, backlit keyboard.
Psion Teklogix was the supplier of choice because of the company's reputation for product quality, reliability and durability. "Although this is the first time we have used Psion Teklogix equipment in this environment, we have collaborated with Psion Teklogix in warehousing and tracking solutions for other clients for a number of years," comments Thirion and adds that the company's level of after-sales service and support is beyond reproach.
Absa's Vorster briefly discusses the operation of the new system: "The service measurement system uses electronic tagging and mobile computer technology. Tags are handed to each client entering the branch and mobile computers are placed at predetermined positions to record client arrival and activities performed. This information is then recorded and transmitted to a central data store for further analysis.
"The client movement analysis forms the basis for Absa to gain a better understanding of client movement, ie arrival patterns, time spent queuing, time spent at service points (tellers, etc), number of service points visited, transaction durations (cash withdrawals, cheque deposits, etc), number of interactions as well as total time spent in the branch.
"Electronic recording is much more effective and accurate than utilising people to observe and record data and is also more cost-effective to conduct. All information is made available to management in the form of standard reports and graphs."
Vorster continues to explain that the system was first piloted at two Absa sites after which it was modified and improved to be more user-friendly and less intimidating for staff.
"We implemented the system on a larger scale in July 2005 and have since gained a number of benefits from the project:
* A much better understanding of what happens within the branch from a customer service experience point of view.
* We are utilising the information as input into the calculation of optimum branch staffing levels required throughout the day/week/month.
* The information has indicated inefficiencies that exist within the current operational processes.
* We are now able to focus on implementing improvements that make a difference to customer experience at each of the touch points.
* The information is also used to improve future branch designs.
* The data accuracy and sample sizes enable us to effectively make use of simulation modelling in branch designs and scenario modelling.
* We also learned how we could apply the system for measuring operational effectiveness.
The latest version of the software is very reliable due to the system's offline capability as well as the storage capability that lies on the mobile computer itself. The system's accuracy is dependant on user input and accurate data reporting is a critical success factor for the system. Staff is therefore trained to capture data accurately. With accuracy, commitment and co-operation from Absa staff, this flexible system has definitely met expectations.
Since implementation at Absa, the iTrax Service Measurement system has been further refined and packaged as a solution suitable for use in any service-based organisation. Other products in the iTrax suite include permanently installed service level monitoring and real-time queue management solutions.
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