Red Eagle
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Red Eagle Call Centre:
Maintaining quality in economic boom times
The Red Eagle Group of Insurers is a fast growing regional operation, dealing in a wide variety of insurance products. Its main offices, including its Customer Services department with a sizeable call centre, are based in Singapore, where it can tap into an educated workforce and excellent infrastructure. During the Asian economic crisis, Red Eagle suffered quite badly, and one of its strategies to minimize losses was to provide excellent customer service, epitomized in the slogan “Let’s face life together”. Customer Services were oriented not only to providing up-to-date, accurate information on all the products offered by Red Eagle, but also to catering to the clients’ emotional needs.
The call centre staff was instructed to create warmth and sincerity during their conversations with clients and to strive for a casual rather than a formal tone in order to show the “human dimension” of Red Eagle. This strategy proved very successful, particularly in such trying times, when clients had to max out their loan entitlements on policies or negotiate financial restructuring just to survive. Red Eagle’s reputation as a reliable insurance partner soared, and when the economy improved, it reaped handsome rewards. Its client base increased considerably, forcing Red Eagle to aggressively hire more call centre agents.
But such success has brought with it quality control challenges that Red Eagle now needs to tackle. Although Red Eagle has always emphasized customer service, customer complaints have risen substantially in recent months, so much so that the Board of Directors has expressed its concern over the management of Customer Services.
“Of course”, said Leow Chi Yan, the Call Centre Manager, to Saqlain Khan, the Director of Customer Services, “I put all of this down to those new call centre agents. They just don’t perform as well as we need them to.”
“But look at these complaints,”
Red Eagle Call Centre:
Maintaining quality in economic boom times
The Red Eagle Group of Insurers is a fast growing regional operation, dealing in a wide variety of insurance products. Its main offices, including its Customer Services department with a sizeable call centre, are based in Singapore, where it can tap into an educated workforce and excellent infrastructure. During the Asian economic crisis, Red Eagle suffered quite badly, and one of its strategies to minimize losses was to provide excellent customer service, epitomized in the slogan “Let’s face life together”. Customer Services were oriented not only to providing up-to-date, accurate information on all the products offered by Red Eagle, but also to catering to the clients’ emotional needs.
The call centre staff was instructed to create warmth and sincerity during their conversations with clients and to strive for a casual rather than a formal tone in order to show the “human dimension” of Red Eagle. This strategy proved very successful, particularly in such trying times, when clients had to max out their loan entitlements on policies or negotiate financial restructuring just to survive. Red Eagle’s reputation as a reliable insurance partner soared, and when the economy improved, it reaped handsome rewards. Its client base increased considerably, forcing Red Eagle to aggressively hire more call centre agents.
But such success has brought with it quality control challenges that Red Eagle now needs to tackle. Although Red Eagle has always emphasized customer service, customer complaints have risen substantially in recent months, so much so that the Board of Directors has expressed its concern over the management of Customer Services.
“Of course”, said Leow Chi Yan, the Call Centre Manager, to Saqlain Khan, the Director of Customer Services, “I put all of this down to those new call centre agents. They just don’t perform as well as we need them to.”
“But look at these complaints,”