Tricky Balancing Act in Collections
"An estimated 515 different collection agencies and creditors were sued between March 16-31, 2011...Consumers filed an estimated 570 lawsuits under consumer statutes," according to an article in Collections and Credit Risk. Those are disturbing statistics for any banker.
In collections, many complaints arise from three sources: too-frequent calls to the same number in a particular time frame, calls outside of permitted hours and calls to the debtor's workplace beyond those permitted.
Most banks intentionally err on the side of safety. True, collections is a high-volume operation that employs highly trained associates whose productivity can make or break the value of the operation. There is a trade-off between making sure collectors are active and making sure no rules are being broken. When that trade-off is decided in favor of compliance (as it should be) collections results can suffer.
One successful approach is to employ analytics that enable collections management to segment and target the right debtors for contact at the right time in order to increase the chance of reaching the customer at a time when he or she is likely to take the call. Banks that use analytics this way have more productive conversations with customers who are willing to work with collectors.
Industry-leading collections operations are getting more and more sophisticated about assembling analytics that draw data from many sources to accurately predict the right day to call, the right time to call, the right number or device to call. They can help collectors understand what communications channel would be preferable for future contacts, what other obligations the customer might have and the customer's ability to pay.
Who is more likely to file a lawsuit – the customer whose phone rings night and day and possibly at work, or the one who gets one well-timed call and has a fruitful conversation on the spot? And who is more likely to choose to remain a customer of the bank?
The use of customer analytics for marketing purposes is already a well-established practice at many banks. They use analytics to determine their channel preferences, their next product to buy and so on, benefiting the customer and the bank. Applying that same rigor to collections has the potential to improve collections payment rates and reduce collections costs while ensuring collectors adhere to the letter and spirit of the law. |