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Chinatrust Commercial Bank of Taiwan Enhances Customer Delight with Avaya Contact Center Solution


Chinatrust Commercial Bank is now able to provide highly personalized service to customers, quicker response times, better call resolution and enhanced customer satisfaction with Avaya contact center solutions.


TAIPEI – With a total contact center solution from Avaya, Chinatrust Commercial Bank (CTCB), a leading commercial bank in Taiwan, is now able to provide highly personalized service to customers, quicker response times, better call resolution and enhanced customer satisfaction. All of this is achieved with significant improvements in call distribution, seamless agent access to integrated customer records and an upgraded, flexible interactive voice response (IVR) system. With such a truly innovative approach, the bank was a worthy winner of the recently announced Best Call Center Project Award 2010 from The Asian Banker.
The new contact center enables CTCB to serve customers through multiple voice and data channels and creates a dynamic service process.  It is less time consuming and more convenient for clients to reach the bank, and they can be serviced in a more "intelligent" manner during the interactions, thanks to a more integrated approach which ensures agents have instant access to customer records and can resolve queries on the spot.


As a result, call abandon rate of the bank has decreased by 17 percent during the second half of 2009, and satisfaction rate regarding call transferring and waiting time increased by 5%. In addition, satisfaction rate with the performance of the self-service system increased by an impressive 17% in 2009. The new contact center system has also helped CTCB to increase fee incomes from cross-selling, and at the same time reduce customer attrition rates.


CTCB has also seen considerable productivity enhancements. Automated call distribution and resource allocation help balance call loads and resources across sites, making better use of available agents and reducing wait times. Multiple call handling enhances productivity, improved agent mapping and personalized log in help ensure the required flexibility for the call center to run smoothly, and the new IVR system helps simplify maintenance, reduce ports and maximize the usage of those ports.


The Asian Banker Technology Implementation Award 2010 – announced in April - cited increased call agent productivity and efficient customer contact record management as key elements of the award. According to Chris Kapfer, Head of Asian Banker Research, "Since agents were more informed, they could better address the needs of the bank's customers."


CTCB has replaced its "one-size-fits-all" self service system with an Avaya Interaction Response system which reflects the preferences and habits of CTCB’s inpidual customers. The integrated intelligence in the system means a customer is offered a service menu based on the behavior analysis generated from his or her previous records. The customer can further personalize this menu to help resolve queries faster and more effectively – and if that customer wants to talk to an agent, the call is routed first time to the most appropriate resource to help with that request.


"CTCB is deriving concrete business value from its new contact center system," said Timothy Mak, Managing Director of Avaya Hong Kong and Taiwan. "Contact centers are playing an increasingly strategic role in the business growth of banks - and all major organisations – across Asia Pacific. Customer service differentiation provided by a rich, context-aware, personalized interaction is a key benchmark by which high performance companies will be measured."


The total contact center solutions adopted by CTCB include Avaya S8720 Media Server, Avaya G650 Media Gateway, Avaya Interaction Center, Avaya Interaction Response and Avaya Proactive Contact – with implementation by the Avaya Professional Services organization.
To view the Technology Implementation Award press releases from The Asian Banker, please visit


About CTCB

Chinatrust Financial Holding Co., Ltd. (CFHC) was founded on May 17, 2002 with a view to building a cross-border, persified financial institution capable of providing customers with well-rounded services. Currently, CFHC has seven subsidiaries: Chinatrust Commercial Bank, Chinatrust Securities Co., Chinatrust Insurance Brokers Co., Chinatrust Venture Capital Corp., Chinatrust Asset Management Co., Chinatrust Security Co., and Taiwan Lottery Co., Ltd. Chinatrust will not allow itself to feel complacent with past successes. It will strengthen and improve itself with a vision of "Taiwan Champion, Greater China & Asia Leader, North America Innovator." CFHC will introduce an even greater variety of products and services as the company continues to expand its network of service outlets both at home and abroad. By providing more convenient, perse services to customers everywhere, Chinatrust will be recognized not only as the paramount brand among financial holding companies but also as the best financial institution for ethnic-Chinese communities throughout the world.


About Avaya

Avaya is a global leader in enterprise communications systems. The company provides unified communications, contact centers, data solutions, and related services directly and through its channel partners to leading businesses and organizations around the world. Enterprises of all sizes depend on Avaya for state-of-the-art communications that improve efficiency, collaboration, customer service and competitiveness. For more information please visit

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