Company: Yapi Kredi Bankasi, Istanbul, Turkey
Company Description: Yapi Kredi serves its customers through retail banking (comprising of Payment Systems, Individual Banking, Business Banking, Private Banking and Wealth Management), Commercial and SME Banking, as well as Corporate Banking. The Bank's operations are supported by domestic subsidiaries in asset management, brokerage, leasing and factoring.
Nomination Category: Sustainability Categories
Nomination Sub Category: Sustainability Service of the Year - in the Middle East and Africa
 Nomination Title: Sustainable Preferences Program from Yapi Kredi: Step
- Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the achievements of the nominated organization since 1 January 2021, OR written answers to the questions for this category? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Briefly describe the nominated organization: its history and past performance (up to 200 words):
Total 173 words used.
Yapi Kredi has been sustainably strengthening its market positioning in the sector since its establishment in 1944, through a customer-centric approach and focus on innovation. Yapi Kredi is the 3rd largest private bank in Turkey. Constantly seeking to increase its contribution to the financing of the Turkish economy with its customer-centric approach, Yapi Kredi reached a total cash loan of TL 623 billion as of the first quarter of 2023. The financial sector, with its immense transformative power, needs to assume a great responsibility for sustainability. As Yapi Kredi, we know the financial sector’s responsibilities in managing the environmental and social impacts. We strive to add value to society in our own fields of activity and, in all fields. In doing so, we focus on all our stakeholders and customers, starting with our employees.
We believe sustainable economic growth can only be achieved with environmental and social sustainability. Our main approach is based on creating long-term value for each area and stakeholder while ensuring economic development and growth considering social and ecological issues.
- If you are providing written answers for your submission, you must provide an answer to this second question: Outline the organization's achievements since the beginning of 2021 that you wish to bring to the judges' attention (up to 250 words):
Total 250 words used.
We aim to create sustainability awareness with Step as a transformation program. Step is launched to advance sustainability awareness and culture in Türkiye. To that end, Yapi Kredi Step guides customers to make sustainable choices in their lives via Yapi Kredi Mobile.
Our Step member customers can earn Step Points through their contribution to saving paper while using various services/products such as their digital document and e-receipt preferences when using Yapi Kredi Mobile, Yapi Kredi Internet Banking, Yapi Kredi branches, and Customer Communication Center, e-account statement preferences when using credit cards and flexible accounts, e-receipt preferences for ATM transactions, and being an end-to-end digital customer. Similarly, our environmentally and socially conscious customers who use our eco-friendly products such as green mortgages, loans, and invest in funds that provide resources for sustainable investments; use public transportation, electric scooters, bicycles and motorcycles, and donate to non-governmental organizations, also can earn Step points. It’s very easy for our customers becoming a member; they can quickly apply to this completely free platform from Yapi Kredi Mobile, available for retail customers.
Step points are determined by the data model created based on the historical usage data of the related products and services and user behaviors, and can be re-evaluated according to changing situations and conditions in each new Step period.
Through Step points, we offer Step member customers the opportunity to donate to NGOs. Thus, we encourage individuals to make sustainable choices, support sustainability NGOs and contribute to a more livable world in the future.
- If you are providing written answers for your submission, you must provide an answer to this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the organization's past performance (up to 250 words):
Total 222 words used.
Yapi Kredi addresses sustainability by considering all economic, social, and environmental aspects, and adopts a business model that offers long-term benefits, acting with awareness to create value for its customers, shareholders, employees, and all stakeholders. With Yapi Kredi Step, the sustainability movement we’ve launched to create real value in society, our primary goal is finding solutions to Türkiye’s sustainability issues in our industry and leaving a better world for the future. It is a very new program, but we observe an increase in Step member customers’ loyalty and satisfaction towards us.
Step reached 111.000 active members in the first three months of its launch. It also contributed to the brand’s sustainability perception with a 9% increase in the “contributes to society in terms of social responsibility” score and a 10% increase in the “the brand guiding me in sustainability” score compared to the previous quarter, surpassing the competitors. Project commercials performed significantly above the industry average on metrics such as “brand relationship, brand relevance, ad recall, like, new information.”
Our main goal with Step is to guide sustainability culture in Türkiye, take steps for our common future, inform customers about sustainable choices, and create an ecosystem. The behaviors of customers who adopt a sustainable lifestyle are reflected in their use of Yapi Kredi’s digital channels and sustainable products and services.
- You have the option to answer this final question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 7 words used.
You can reach our video on attachments.
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