Metrobank

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MetroBank with its MetroPhone Banking - A new delivery channel for better customer service

To deliver personalized, innovative, and high quality alternative delivery channel for its customers, Metropolitan Bank and Trust Co. (Metrobank) launched an alternative delivery channel, its new MetroPhone Banking System with the Periphonics Interactive Voice Response System (IVRS).

"Our objective for the phone banking system is to push the customers towards this delivery channel, which is more cost-effective for us. But most of all, we would like to provide greater convenience to our clients so they can transact with us in a faster, easier, and more accessible manner," says Bernardito M. Lapuz, Metrobank's Senior Vice President of Corporate Planning Division.

Agnes S. Cruz, Assistant Vice President of Product Management Department, adds, "We want to be where the customer is. We try to be pervasive and address all issues such as the customers' habits, needs, behavior, and market practice that would bring about customer convenience. The key is how to enhance customer relationships and how to acquire new customers by integrating all our delivery channels."

She claims that in the light of latest developments in technology, particularly in business communication, what matters most to customers are good service and assurance that their money is secure with Metrobank.

Metrophone Banking System

Antonio P. Chua, ECE, Metrobank's First Vice President of Network Communications and Engineering, points out that Metrobank was looking to expand its existing IVR system from handling 30 telephone connections to 60 connections simultaneously. The Periphonics VPS/is2 9500E, which replaced Metrobank's previous IVRS, will respond to the increasing volume of Metrophone Banking transactions.

Just by dialing 5-8000, the Metrophone Banking System greets the customer by his or her surname. This is an added feature of the new IVR system. With the new personalized greeting, the system offers a user-friendly environment for the customers.

Metrophone Banking provides the convenience and security of worry-free banking services day and night without the customer having to go to the bank. Currently, the system is capable of providing the following services:

1. Inquire about balance or last three transactions
2. Bills payments
3. Transfer funds from one account to another
4. Request a statement of account via fax
5. Request a new checkbook
6. Change the Metrophone access code

Aside from these transactions, added features are now being offered to fit the customer's needs and for their convenience. An additional option is provided for customers to transact using their other accounts. Customers can now inquire and transact using their other accounts without hanging up and calling the system again.

"With the Periphonics IVRS, MetroBank is able to provide an alternative access to the bank. Metrobank hopes to use its new IVRS to provide an option to talk to a live agent," Mr. Chua says. "The number of phone banking transactions more than doubled after the new Periphonics IVRS was rolled out on February 23."

Customer Service Strategy

Ms. Cruz says that FPI was chosen to install and implement its phone banking system because of its extensive track record in installing similar systems in other financial companies.

Mr. Chua, meanwhile, stresses that the Periphonics IVRS offers features, functionality, and flexibility with the option of ultimately building a call center for Metrobank, which is a future direction of the bank to improve its customer service strategy.

"The building of a call center is envisioned to handle the different delivery channels we currently have, particularly branch and ATM transactions, aside from phone banking, and mobile and Internet banking for consumers and for corporate users," he adds. "Beyond that, we want the call center to serve the Metrobank Group. It makes economic sense to share the call center infrastructure to serve the needs of the bank's subsidiaries and affiliates."

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