Ujjivan SFB is redefining customer engagement as one of the first banks in India to adopt a cloud contact center in a highly regulated environment. This transformation enabled the company to boost sales productivity by 41%, reduce call abandonment by 27% and achieve customer satisfaction scores above 90 — strengthening both customer experience and revenue outcomes.
41% increase
in outbound sales productivity
27% reduction
in call abandonment
90+
customer satisfaction score
Ujjivan SFB is on a mission to make banking accessible to the financially unserved and underserved segments across India. With a commitment to building better lives by enabling financial freedom and prosperity for its more than 10 million customers, Ujjivan SFB provides a range of banking and financial services with empathy as a cornerstone.
Customers contact Ujjivan SFB for two primary reasons: clarification on account related transactions or updates pertinent to products and on service requests. As its customer base grew, Ujjivan SFB laid a road map to enhance its technology and Automation enablers creating an opportunity to strengthen customer and employee experience through a more unified platform.
As part of its customer outreach, Ujjivan SFB decided to upgrade its legacy IVR (Interactive Voice Response) system to provide more flexible and self-service options and, in collaboration with Genesys, enhance its technological capabilities. This led to improved customer experience and reduced branch dependency. And Ujjivan SFB modernized its phone banking system using the Genesys Cloud™ platform, enabling it to become a digital-first bank.
“We understood how the market is shaping up; everything is going to cloud. Once you’re in the cloud, you can optimize your applications. ”
Mr. Martin P S
Chief Operating Officer, Ujjivan SFB
Ujjivan SFB operates in a highly regulated environment in India, where technology solutions must align with Reserve Bank of India (RBI) guidelines. It requires banks to ensure they meet strict data residency and data access control requirements; undergo extensive security and risk assessments; and align with multiple internal compliance, legal and executive security teams. Banks also must attain multiple approvals before they go-live in the cloud environment.
Ujjivan SFB took a forward-looking approach, recognizing that cloud would be critical to scaling its customer experience in the long term. This transition was not just a technology upgrade, but it was also a significant organizational effort to meet compliance requirements while modernizing its customer experience. Furthermore, this move positioned Ujjivan SFB not just as a technology adopter, but as one of the pioneers in bringing cloud-based CX into India’s regulated banking ecosystem.
“We understood how the market is shaping up; everything is going to cloud,” said Mr. Martin P S, Chief Operating Officer at Ujjivan SFB. “Once you’re in the cloud, you can optimize your applications.”
Ujjivan SFB evaluated several partners and technology vendors but determined that Genesys Cloud offered better functionality overall. The cost, reliability and scalability of Genesys Cloud stood out as the best platform for both current and future customer experience needs at Ujjivan SFB.
“From a functionality standpoint, I believe that Genesys has the capacity to manage the contact center better than anyone else. The flexibility is there, and Genesys offers a wide range of features,” said Mr. Martin P S.
Ujjivan SFB implemented Genesys Cloud across inbound and outbound voice, supporting approximately 350 agents. The implementation took about three to four months to complete and kept compliance with the regulatory guidelines a top priority while adopting the cloud solution.
“From a functionality standpoint, I believe that Genesys has the capacity to manage the contact center better than anyone else. The flexibility is there, and Genesys offers a wide range of features. ”
Mr. Martin P S
Chief Operating Officer, Ujjivan SFB
The cloud implementation has enabled Ujjivan SFB to level up its CX transformation and simplify the entire customer journey. Ujjivan SFB also saw immediate gains in operational efficiency, agent productivity and service quality.
Ujjivan SFB is building an intelligent IVR system with automation on the Genesys Cloud platform. It’s also centralizing interactions and unifying outbound communications, which previously were managed across multiple systems.
This is allowing Ujjivan SFB to automate and streamline transaction reminders and payment follow-ups, customer notifications and alerts, marketing, and cross-sell opportunities. This has helped improve service interactions, resulting in a 41% increase in outbound sales activity and 51% growth in inbound cross-sell productivity.
The efficiency gains and increased sales opportunities will allow Ujjivan SFB to take its phone banking from a cost center to a revenue-generating channel. Ultimately, this also will help increase customer lifetime value.
For agents, the intuitive interface of Genesys Cloud makes onboarding easy. Agents’ quality scores saw a 10% jump, underscoring the benefits of better information access. Plus, the automated data upload and dialing capabilities have drastically reduced manual effort and helped improve agent productivity. Being able to quickly respond to customer inquiries has led to a 27% reduction in call abandonment.
Other improvements include a 30% increase in connect rates and a 60% reduction in wrap-up time — both of which help streamline the overall customer journey. And first-call resolution improved from about 78% to 83%.
“Now we are seeing 90-plus customer satisfaction scores,” said Mr Martin P S.
“Genesys will become a single touchpoint for our customer. So, whether a customer is using an ATM, WhatsApp any customer-facing channel, we can serve that customer. ”
Mr. Martin P S
Chief Operating Officer, Ujjivan SFB
The cloud transformation also set up Ujjivan SFB for continuous innovation. With planned enhancements — such as automation, speech-to-text, bots and data integration — Ujjivan SFB is laying the foundation for an AI-driven, future-ready customer experience strategy. Mr. Martin P S believes that the strategic nature of Genesys Cloud as an orchestration platform will help realize these goals.
Ujjivan SFB is currently building a centralized engagement and orchestration hub, leveraging Genesys Cloud to further unify customer interactions across touchpoints. Additionally, it aims to implement a Center of Excellence (CoE) approach within the contact center using IVR for specialized routing.
With a CoE model, customers will be able to connect directly to the right agent to improve both speed and quality of service. For example, customers contacting the bank’s dedicated fraud helpline will be immediately connected to an agent because it’s a high-priority interaction. And other bank segments, such as retail banking customers or micro-banking customers, will be directed to the experts in those areas.
“Genesys will become a single touchpoint for our customer,” said Mr. Martin P S. “So, whether a customer is using an ATM, WhatsApp any customer-facing channel, we can serve that customer.”
With a cloud-first foundation in place, Ujjivan SFB is transforming how it serves millions — delivering more accessible, seamless and personalized experiences while paving the way for ongoing innovation.
To learn more about the solutions featured in this case study, visit www.genesys.com.
