UX Review: BCA KCU Wisma Asia
Never belittle customer service, especially the good ones
A Bit of Intro
Back in June 2017, Bli*bli.com, one of Dja*rum group subsidiaries in e-commerce business, acquired Tiket*com. Since then, Tiket*com has joined become one of Dja*rum companies.
Djarum, as one of the biggest companies in Indonesia runs and maybe owns various sectors. BCA, the biggest private bank in Indonesia is also owned by Djarum.
Where’s the Connection with the UX Review?
Just a few weeks ago, I was accepted to work with Tiket*com. Just like many of the companies owned by Dja*rum, Tiket*com employees receive their salary via BCA account. I didn’t have one, hence I had to make one. I work to support my hobbies, so of course I do want to get paid :p
I made my account in BCA KCU Wisma Asia. Here’s a picture of the building, taken from Goo*gle Maps.
I came in the morning at 8 o’clock, the time when most banks start to operate. When I enter through the front door, the security guy greeted me with a smile. He asked me was there anything that he could help with?
“I wanted to make a BCA account.” I said.
“Oh, so you want to make an account?” He answered with a smile. This time he instructed me to get my queue number from the nearby machine.
The security guy noticed that I had received my number, so he guided me to the waiting room and told me to sit down in a sofa.
“We will inform you when it’s your turn sir. May I ask your name?” He asked with a sheet of notes and pen ready in hand. I told him my name and he wrote it down in that small notes of his.
I took my seat, waiting for my turn. I also made some guesses why the security guy needed to write down my name. Can you guys guess what is it for?
Maybe around 08.15AM, the security guy then asked the other staffs, including the teller to stand up. To my surprise, all of them stand up and then they said this greetings line to welcome the customers.
“Good morning and welcome to BCA!! We are glad to be able to help you today!!”
Well, the greetings, I could not remember it perfectly, but that was the gist of it I guess. All of the staffs said this in harmony, they said it with a smile, and they bowed a little when they said this.
After they said this, the teller started to work and the customers are getting called by their queue number. Now I know why the security guy asked for the customers’ name. The machine will call the customers’ number, but the security guy will translate that number into the customers’ name so it’s easier for them to notice when it’s their turn.
Did you guess it right? I did :)
I walked to the teller I was assigned to. The teller, she opened our conversation with a greeting and a smile. I told her that my purpose was to make a new account. Before she started, she asked me first, have I ever made a BCA account before? I told her that I never made an account.
She smiled as if to tell me that everything’s gonna be okay. Before she started explaining, she asked me, “Are you coming to work after this?”, to which I nodded. Knowing this, she explained to me, there are some options that I could choose. She explained it in a concise and clear explanation, asking me was there anything that I would like to know more or was she too quick with the explanation and there was something that I didn’t understand.
While she was explaining, there was this one clerk that gave me a glass of warm sweetened tea. To be honest, this was my first time ever, receiving a tea in a bank. I look to my left and to my right, and it seemed that other customers also received the same treatment. I saw that some of them were also taken a back, while some of them took a sip from the glass.
“Please enjoy the tea while I continue with my explanation sir.” The teller said with a warm smile.
She continued with an explanation and asked me, what kind of an account that interest me the most?
I chose an account and she gave me some forms that I have to fill. I filled the form quickly with the teller guide and she promptly made my account after that. while I wait for her to make my account, she asked me to install their application in a good way.
“Do you know that we have an app sir? It will make it easier for you to check your balance and to transfer money so you don’t have to go the ATM.”
I knew that they have an application, but I forgot to install it. Glad that she reminded me :)
“Sir, I’m done processing your registration. This is your savings book, is there anything else that I could help you with sir?” She asked, with a smile.
“You see, while I’m here, I would also like to know what are the requirements to make a credit card.”
She told me the requirements. I came to this bank with 2 intentions, to make an account and to make a credit card. So, I have the documents ready. All but one. I didn’t bring my family card certificate with me, but I knew I have that certificate online. So I ask the teller hoping that she could help me.
“I have all the documents ready, but I didn’t bring my family card certificate with me. Do you happen to know a printing service nearby?”
The answer she gave me had surpassed my hope and prediction.
“Yes, there are some printing services nearby, but I think it would be much easier for you if you send me the file. You can send it through Whats*App. Here’s my number.”
I saved her number and I sent her the file. She assured me that she would send the file to the risk analyst team and she told me that I would be contacted within 2 weeks.
Once again, she asked me with that smile of her “Is there anything else?”
“No, thank you very much for your help.” I also gave her my best smile :)
“Before you leave, I would to ask you to please input this card in those boxes offer there. If you are happy with my service, please put the card in the right most box. Thank you for visiting us today, I hope you have a great day.”
I left the building with a smile after I’ve put the customer satisfaction card on the right most box. The security guy greeted me again and walked me out of the building.
Thanks nice security guy and nice teller lady :)
5* for both of your service quality!!!
The Good Customer Service by BCA
What do you think? Do you guys agree that what I experienced was a great user experience? Here are the things that I like.
- You could see everyone is smiling at you. From the start, in the middle of the process, till the very end when you leave the building.
- They offer you a soft and comfy seat. So you don’t feel uncomfortable waiting.
- They greet customer, enthusiastically. They have their own greeting and they say it in a cheerful, enthusiastic, and in harmonic way.
- They call you by your name, not your number. This is my first time being called by a name, in a bank, not just number.
- The teller ask about your situations first, so they can adapt with it. In my case, the teller asked me did I have to go to work after this? Knowing that, she gave me only the brief explanation.
- Give extra treatment/attention to customers. They give the customer a warm sweetened tea. Well, this is a plus. I prefer a warm sweetened tea offer candies when I have to wait. Candies are sweet, but they make you thirsty after that, and too often, you won’t have anything to drink.
- Give the complete package while you’re at it. She reminded me that they have a mobile app that would help me make my life easier. I installed it right away.
- The teller adapt to the situation. In my case, she has given me the best service by giving me her Whats*App number so that I could send her the document required to make a credit card.
- Don’t forget to ask for customer’s reviews. Before I left, I was asked to give my review about their services so they improve continuously.
- They say thank you even though I should be the one thanking them.
Closing
User experience is not just about the app. The impression that you have even when you haven’t known/used the product is also a user experience.
I have a great experience with BCA customer service. Even though BCA has bad web design and old-looking app, it has supreme customer service. Never belittle customer service. It’s a hard job, especially in business that has to deal with millions of customer every day. You have to put a constant smile, it’s tiring if you don’t know that.
I hope if you guys visit this BCA office, you will receive the same treatment like my post. Let’s just hope that even near the end of office hour the staffs could still give great customer service :) Who knows, maybe if they run out of tea, they will give you coffee/snack :p
Continue the good job BCA :)
