The need to maintain customer loyalty amid increased competition has heightened the focus on call centers for the services industry. Banks, telecom and other services companies invest time and money in call centers to build customer relationships, offer added-value and enhanced services to their customers. This article provides a detailed case study of Bank Alfalah call center including the requirements, selection and implementation of the call center along with the management feedback.

In Pakistan, Bank Alfalah Limited, a dynamic UAE-based bank with a rapidly growing network of 47 branches in 22 cities in Pakistan, is engaged in commercial banking and related services. The Bank has invested in revolutionary technology under the supervision of Executive In charge, New Products, Ms. Zoha Imam of the Bank Alfalah to have an extensive range of products and services.

Being a customer-centric organization, Bank Alfalah recognized the importance of a call center early on and wanted to setup a call center through which the bank could offer value and convenience to the customers by phone on a 24 x 7 basis. Having a good exposure to the traditional call center solutions, Ms. Zoha Imam knew that the ACD technology of yesterday is not enough to build tomorrow's business. Zoha wanted to have not only the most flexible and scalable call center solution for the bank, but also stressed on having a completely integrated solution whereby all the call center applications and capabilities function under a single unified platform that can be viewed, analyzed and monitored as a whole.

With this vision, Zoha wanted to save her bank from all the complexities and incompatibilities that are typically associated with the so-called best-of-breed and best-of-brands solutions that are in fact piece-meal solutions composed of components from multiple vendors where none of the vendors take complete responsibility for the call center as a whole.

After going through detailed evaluation of available solutions, Bank Alfalah identified ZRG International as the solution provider with the most mature and sophisticated call center solution and a totally focused approach in the call center field.

In terms of references, Bank Alfalah learned that ZRG enjoys an excellent reputation in the market for its in-depth technical expertise and an after sales support program that is unmatched by any other solution provider.

The contract was awarded to ZRG and since ZRG has successfully completed such call center projects many times, the entire solution for Bank Alfalah was implemented well before the stated delivery time frame.

"ZRG is a knowledgeable, cooperative and accommodative call center solution provider that gets things resolved creatively and cost-effectively in the shortest possible time," said Zoha Imam, Executive In charge, Bank Alfalah.

Bank Alfalah is using ZRG Call Center solution to provide premier customer services to its branch, card, loans and other customers. The ZRG call center positions Bank Alfalah to engage their customers, by offering 24-hour information and services by telephone.

ZRG call center solution at Bank Alfalah is integrated with multiple databases to access customer related data. The solution comprises of a multi-node self service solution at Karachi to be extended to Lahore and Islamabad. Customers with more complex requirements are transferred to the next available call center agent in the shortest possible time. Live Agent call handling is centralized at Bank Alfalah call center in Karachi. The call center agents have all the customer related data right on the screen. This has resulted in faster delivery of information and services. ZRG call center solution also includes powerful tools and applications on the desktop PC for the call center managers and supervisors to monitor and analyze call center status, service quality and agent performance. As a result, Bank Alfalah has taken customer satisfaction to a much higher level of quality and service.

Bank Alfalah's management has expressed great satisfaction with the call center solution and the after sales support that ZRG has provided. According to Ms. Zoha Imam, "ZRG is a knowledgeable, cooperative and accommodative solution provider. They have a team of experienced professionals that get things resolved creatively and cost-effectively in the shortest possible time."

Mr. Imran Aziz, Head of Customer Services and Phone Banking at Bank Alfalah has extensive background in the call center planning and operations and has successfully managed several call center projects from scratch including one for an international bank in Pakistan. He has vast experience in both banking and non-banking call centers. Imran is considered an acknowledged expert in the call center industry of Pakistan and has the credit of connecting the first call center with a nation wide access based on UAN service in Pakistan with all routed from all over the country to a single location in the most cost-effective way.

Imran worked closely with ZRG team to customize the flexible call center solution to the exact needs of the bank. This resulted in tremendous value and great cost-savings for the bank. Commenting on the solution architecture and performance, Imran says "ZRG Call center solution has provided several strategic capabilities to Bank Alfalah call center including integration with multiple databases and built-in compliance with their ATM switch, CTI linking, smart call queuing, integrated voice recording capabilities, the best Soft Phone and Soft Wallboard in the industry along with centralized reporting on all aspects of the call center."



In summer of 2003, the Bank decided to expand the size of the call center. The main objective was to cater new customers while keeping the response time within the specified limits. ZRG had anticipated this type of growth and therefore, had already worked out a strategy for a quick expansion implementation. Bank Alfalah is experiencing tremendous growth and is better equipped to handle customer inquiries and provide highly personalized services to its valued clients.


ZRG International (Private) Ltd., is a Telecom solutions and System Integration company highly focused in the area of Computer-Telephone Integration and Customer interaction solutions. As the leading Customer Contact Center solution and consulting organization, their business is to help clients achieve their customer acquisition, service, development, and profit and retention goals. ZRG's commitment to the clients is to maintain the highest standards of quality solutions, consulting services and knowledge transfer with an uncompromising concern for their success and bottom line.

ZRG is a fast growing company with an impressive track record of performance and an excellent reputation for straight talk and in-depth technical know how. ZRG has installed latest banking call center solutions for the following prestigious banks:

- Askari Bank MasterCard,
- Bank Al Habib,
- Bank Alfalah,
- Credit Agricole Indosuez,
- Faysal bank,
- Metropolitan Bank,
- Soneri Bank,
- Standard Chartered Bank

These banks have expressed great satisfaction towards the installed call center solution and the technical capabilities of ZRG team.

In addition to having the leadership position in the banking call centers, ZRG has installed solutions for the largest, busiest and multi-modal call centers in Pakistan including

- Mobilink GSM,
- Instaphone,
- Paktel,
- Pakistan State Oil
- WorldCall Broadband

Because of the previous project experience, ZRG is capable of providing a wealth of knowledge in various telecom related issues. The lessons they have learned from working on previous projects translate into instant benefits and cost-saving recommendations for the clients. For more information about ZRG solutions, visit