Turkiye Is Bankasi

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Company: Turkiye Is Bankasi A.S.
Company Description: Isbank is Turkey's largest private bank in terms of total assets (100 billion $),total loans(63 billion $) and shareholders’ equity (10 billion $).With its total deposits worth 57 billion $,Isbank maintaines its leadership position among privately- owned banks. It also has the largest privately-owned branch network(1341 branches) and Turkish banking sector's largest domestic ATM network(5909 ATMs).
Nomination Category: Sales Awards Achievement Categories
Nomination Sub Category: Best Use of Technology in Sales

Nomination Title: Turkiye Is Bankasi A.S.'s Technology-Driven Sales Operations

Tell the story about how your organization used technology to improve sales operations, drive sales growth, and/or improve customer satisfaction 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

As being the largest privately-owned bank in Turkey, Isbank provides services to approximately 16 million customers with an extensive service network based on “the bank closest to customers” philosophy. As of June 30th 2014, Isbank’s widespread and multi-channel service network consists of 1341 branches and 5909 ATMs as well as internet banking, call-center and mobile banking channels.

Having introduced numerous firsts throughout its 90 years of corporate history, Isbank holds a leading, pioneering and innovative position in the Turkish banking sector. Isbank’s business agility that results in rapid adaptation to changes in technology is the cornerstone of this innovative approach.

Sales and Service Platform (“MIYU”) which was established to restructure processes with a deeper customer-focus approach, was the major breakthrough of technological transformation in Isbank’s service network. Parallel to our campaign management competencies that allow us to deliver a seamless customer experience through integrated multi-step/multi-channel inbound & outbound campaigns, MIYU is integrated with branch, ATM, internet banking, call center and IVR channels. MIYU enables sales staff to provide high-value sales and services to customers and accelerates sales efficiency, cross-sales opportunities and customer service quality.

A recent technological development in Isbank’s campaign management processes is marketing optimization. Marketing optimization uses a quantitative valuation of each possible customer-offer assignment and delivers the best possible results based on mathematical analysis of different constraints and decision variables. Marketing optimization significantly improves sales effectiveness since it leads to higher response rates. In the 2nd half of 2013, when marketing optimization was came into effect, total number of sales generated from branch campaigns was increased by %26.4 compared to 2nd half of 2012. At the same time, profits generated from products that were sold in that period were increased by %26.5.

Sales activities are also reinforced by analytical models such as “customer segmentation”, “credit card segmentation”, “lifetime value” and “customer churn”, all of which are developed as a result of predictive analytics and data mining activities.

Apart from sales activities that are mainly conducted by sellers in branches, offers can also be presented to customers through different mediums. “Queuematic” integration sets a great example of this competency. In branches, when a customer gets a ticket from “Queuematic” kiosk, a real-time data based personalized offer is presented to the customer via SMS or the offer is printed onto that ticket.

Through Isbank’s recent technological developments, tellers, the core customer touch-points in the branch, play an active role in sales activities as well. When tellers provide service to customers, offers are presented on their screens if the customer matches a certain criteria within the scope of pre-defined business rules. If products or services presented in offers are only be sold by customer representatives, then tellers direct customers to customer representatives. Making maximum use of new technologies, Isbank will continue to improve its extensive service network in order to provide its customers comprehensive, reliable and high quality services.

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