When the American Automobile Association (AAA) went shopping for a new bank, its primary requirements were that the institution offer both an integrated customer service support platform, where one customer service representative (CSR) could handle a customer's entire relationship with the bank-no transferring to different departments-and "24-by-7" access. PNC Bank Corp., with its recently completed direct bank call center, named the National Financial Services Center (NFSC), met the auto club's demands. And in one fell swoop, PNC, a $73.3 billion-asset bank which currently serves 3.2 million households, gained access to AAA's membership of 20 million.

NFSC is a centralized telebanking center, and it's changing the face and focus of customer service in banking. This call center is equipped to quickly retrieve complete customer information files on demand, whether a customer is accessing the bank by phone or PC. And its CSRs don't just provide account information; they are also incented to grow the customer relationship, pitching bank products and services to customers who call in as well as those who don't.

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