Company: DenizBank, Istanbul, Turkey
Company Division/Group: DenizBank Contact Center
Company Description: DenizBank serves customers in corporate, commercial, SME, and consumer segments offering fully integrated financial services. Owned by the biggest bank of Russia, Sberbank; DenizBank acquired the consumer banking portfolio of Citibank Turkey in 2013. As Contact Center, our primary role is “Customer Service”. While providing exceptional customer service, we are one of the major sales channels.
Nomination Category: Sales Awards Achievement Categories
Nomination Sub Category: Inbound Marketing Program of the Year

Nomination Title: Financial Supermarket Programme

Tell the story about your organization's inbound marketing program since the beginning of July 2013 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes: TEXT REDACTED FOR PUBLICATION

Founded in 2000, Denizbank Contact Center’s primary role is “Customer Service”. We aim to provide exceptional customer experience during each interaction. Furthermore, we became one of the major sales channels of the bank by implementing an inbound sales program.

As a multi-segmented bank we serve for SME, agricultural, retail, commercial and corporate customers; serving for a very wide range of customers brings along a wide range of products to offer. In addition to banking and credit card related products/services we sell different insurance products.

The prominent features of our inbound marketing program are:

We have a unique organizational structure. A specialized team named Sales & Target Management is responsible for all sales activities in contact center.

We know how important agent happiness is for customer happiness. Our motivation and incentive program are highly effective to put the staff in discretional effort for sales.

We gain a complete view of our customers by customer journey mapping and data mining analytics in order to make the most suitable offer. Based on our segmentation model and customer behavior analysis we make the sales journey relevant and personalized.

Products or services are offered by a live agent during an inbound call or on our brand new channel Pro-Active IVR. We identify the customer on the IVR; intelligent and dynamic decisions are applied in real time to make sales proposals based especially on customer’s context, value, contact reason and contact center conditions.

When the customer connects to a live agent, all sales proposals are made through our CRM based sales proposal module. The module has an alert mechanism; a pop-up is shown to the agent according to the product ownership, segment and tendency of the customer and contact center conditions (call volume). The offers are listed based on the calculated tendency and product value; so the agent doesn’t have to choose which product to offer.

We connect every customer interaction across all of our channels. Our CRM based sales proposal module is integrated with other channels, so once the customer gets an offer on the contact center the offer will not be presented from other channels for a period of time.

We have universal agents; all agents are well-trained to offer different products or services. We use a single desktop application both for customer profiling and executing the transactions; all transactions, including sales, are made on just one screen.

With call blending, we are able to deliver both inbound and outbound calls precisely to the agent. Outbound call volume is regulated based on inbound traffic by calculating pre-set parameters automatically; number of calls waiting, max call waiting time, number of available agents. When the call volume is low, the predictive dialer sends a signal, indicating that they have been switched to outbound mode for sales. The customer and product info is also presented on the screen to the agent.

In 2013, our success in establishing corporate culture was crowned at Call Center Week Awards in Las Vegas “Greatest Job Creating a Culture that Inspires World-Class Excellence” Award. Again in 2013, DenizBank Call Center was awarded with “The Most Innovative Customer Service of the Year” prize at the ICMI European Call Centre Awards in London for its innovative practices and unique customer experience. Finally in 2014 DenizBank Contact Center received the Stevie International Business Award for Customer Service Department of the Year; Best Team Leader and Most Creative Call Center Practice awards in 9. Turkey Call Center Awards.

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