[Ki Ha-young's Life Card] Due to Corona, Counseling Also 'Untact'... Tried Digital ARS

Expansion of
'Digital ARS' Allowing Task Handling by Viewing Screen Without Agent Guidance
Non-face-to-face Services Spread Due to COVID-19

[Asia Economy Reporter Ki Ha-young]Is there anyone these days without at least one credit card? In modern society, anyone can have a card if they want. Credit cards have brought unparalleled convenience to daily life. Now, wherever you go, you can easily see people paying with credit cards or smartphones. As demand has increased, cards with various benefits are being released almost daily. Accordingly, Asia Economy delivers various stories related to cards, which are inseparable from our consumer life, through the weekly 'Cards in Daily Life' corner, from introducing new cards to industry behind-the-scenes and guides for card beginners.

Securing 1.5m distance between seats, partitions at least 60cm high, shift work.

As cluster infections of the novel coronavirus disease (COVID-19) have occurred repeatedly in call centers, the financial sector has also taken measures to prevent infections. There are 701 financial sector call centers nationwide, employing about 63,000 people. Card companies are strengthening non-face-to-face channel consultations such as internet, mobile, and automated response systems (ARS) by implementing shift work for counselors to alleviate possible delays in customer consultations.

'Digital ARS' is a representative example. When customers call the customer center, they are automatically connected to the mobile homepage, allowing them to handle tasks by viewing the screen without guidance from a counselor. Recently, Shinhan Card and Lotte Card introduced related services, and I tried using their digital ARS directly. The usage methods and services provided were almost the same.

First, you call the call center and select digital ARS according to the voice guidance. Then, a digital ARS service link is sent to the smartphone in use. By clicking the digital ARS link sent via text message, you are taken to the digital ARS screen composed of instant payment, usage inquiry, limit inquiry, etc. After completing simple name verification and card password input procedures, you can use the desired service. When switching to the digital ARS screen, the call is automatically disconnected. It took about 2 minutes from calling to checking usage details on the digital ARS screen.

Having used the service myself, it was good that, unlike the existing voice ARS, there was no need to wait while listening to all voice guidance or phone connection, and you could solve the desired consultation tasks by looking at the screen. Especially, for simple tasks like usage inquiry and limit inquiry, which require cumbersome procedures such as membership registration, this service would be convenient for customers who do not use card company websites or mobile applications (apps). However, customers who frequently use internet websites or mobile apps may find little appeal in making a call to handle the same tasks.

Besides Shinhan Card and Lotte Card, I also called the call centers of Samsung, KB Kookmin, Hyundai, Woori, and Hana Card to try ARS services. Samsung Card also operates a digital ARS service, and the other card companies provide services that allow simple consultation tasks to be handled while viewing the screen through 'visible ARS' as well as voice ARS and button-type ARS. The service contents are largely similar.

"In accordance with COVID-19 prevention guidelines, we are implementing mask-wearing and flexible work systems. Please understand if the counselor's voice is low or connection to a counselor is delayed." When calling seven call centers, KB Kookmin Card, Lotte Card, and Hana Card provided such guidance before using the service. This is a measure to prevent cluster infections in call centers mentioned earlier. According to the card industry, more than half of all call center consultation tasks are instant payment, usage inquiry, limit inquiry, etc. These tasks do not necessarily require phone connection with a call center counselor. Nowadays, as working conditions in call centers are changing to prevent the spread of COVID-19, rather than complaining about long waiting times, how about trying simple consultations via internet, mobile, or ARS instead of calling the call center?