Company: DENIZBANK A.S., Istanbul, Turkey
Company Description: The innovative and reformist strategy is our dominant qualification in the market. We are happy to rank 5th largest private bank in Turkey with an award of "Most Innovative Bank Of The Year" in only 17 years which is considered very short for Banking sector.Integrating digital and mobile technologies to our products and services is among our priorities.
Nomination Category: Customer Service & Call Center Awards Team Categories
Nomination Sub Category: Customer Service Complaints Team of the Year

Nomination Title: SOCIAL CRM

Tell the story about what this nominated team achieved 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:

By the 2012 there was no special attention to complaints and comments about Denizbank made on social media. A team leader responsible from daily complaint resolution recognized this need. Together with her team they took on this extra responsibility and started to investigate practices in the world about customer care on social platforms. Combining the results with their day to day experience they formulated a business model that is uniquely designed for DenizBank and that can be practically implemented. The team presented their idea to senior management, their project fully matched with banks’ vision that foresees the future to be at digital and social space. Their passion during presentation also played a big role in gaining support for the project and full circle Social Customer Care had been launched in 2013.

The success of Social Customer Care depended mainly on the team that can understand the unique dynamics of this touch point and special profile of the customers. Dedicated Social Customer Care team had been trained on social network, lingo, response phycology, photo and profile analysis techniques. Team’s know-how on latest social trends is refreshed continuously.

Every touch is carefully planned with flexible but pre-defined processes, language and strategies to ensure interaction with no intrusion.

During each interaction DenizBank Social Customer Care team focuses on four fundamentals:

Human Touch:

Giving the sense of human touch is key to success. Aim is to build emotional bond at every interaction. The team members deep dive to comments using big data and memory of previous interactions to give truly personalized responses. Rich response library that can be customized for each unique case is Agent’s biggest guide to respond genuinely while complying with corporate standards.

Tailor-Made:

Tailor-made solution can only be offered by understanding customer insight with data analytics. This enables predictions about future behavior, preferences and financial needs of the customer. All these data, interaction memory and radar on customer’s other related social media comments are displayed in a very practical screen to the Agent. This enables Agents to go beyond what customer mentions and understand root cause to offer pin point solutions and alternate proposals.

Fast:

DenizBank gives the fastest Social Customer Care in the market. The service is accessible 24/7 with average response time of 20 minutes (our SLA is 1 hour). The system does real time full circle social media comment tracking. When a mention or hashtag is caught, job is immediately assigned to the specialized Agent. If the comment has potential reputational risk, system escalates the case automatically. The system is fully integrated on just in time basis with bank’s processes, systems and other customer touch points.

Transparent:

The team believed any social network strategy can only succeed if it is formulated on the principle of transparency. All the comments including the negative ones and our responses are completely transparent. The team acts on pre-defined response guidelines that are prepared with the principle of treating customers fairly.

Social Customer Care not only increased customer satisfaction but also resulted in significant optimization on how we handle customer cases.

Through automated end to end processes our response time is now 20 minutes which is nine times better than the market average. This has increased agent response time by 29% and agent productivity by 26%.

After Social Customer Care is launched, satisfaction increased by 25% among customers who comment on social networks.

The team tracks hashtags and mentions from thirteen different social media networks. This has enabled us to process 19% incremental interactions with less number of agents. The automated prioritization through the system eliminates irrelevant comments so the agents can put targeted focus on actual cases. This has resulted in 13% FTE saving.

Social Customer Care had been a very good example that a team loving what they are doing with continuous focus to carry their job to next level can create miracles.

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