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 of the bank.
Nomination Category: Customer Service & Call Center Awards Achievement Categories
Nomination Sub Category: Award for Innovation in Customer Service - Financial Services Industries

Nomination Title: DenizBank Pro-Active Contact Center

Tell the story about your organization's innovations in customer service 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:

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We believe that interaction and astonishing applications are crucial for differentiation in customer experience. With this aspect, we dreamed of a contact center which is fully integrated with other channels and gives particular importance to the customer journey. As a learning organization we came to the conclusion that giving service on customer request is not enough. With this awareness, we took a pro-active approach to understand customer’s needs and provide solution before customer requests.

Our Innovative channel “Pro-active Contact Center” platform aims at driving the best customer experience with the right CRM strategy and providing excellent services. In order to differentiate the customer experience we established a voice of the customer culture in our organization; we give an ear to customer feedbacks and streamline our business processes. While assuming the customer needs, we use the outcomes of our customer journey mapping and data mining analytics. To implement this know-how we use a state-of-the-art technology through all channels.

Pro-active Contact Center predicts the reason of the call and offers to route the customer according to the predicted reason; also changes the IVR menu tree based on the product ownership and makes sales proposals. The assumptions are based on the most frequently encountered demands which were detected by a series of analysis. Due to the information derived from back end systems or workflows how to serve customers based on their preferences, resource availability and business rules are determined; the most relevant resource, including self-services is assigned. We also shift our services according to the profile of our customers; IVR announces and menu sequence change based on the customer.

Main features of Pro-active Contact center;

-Identifying customer needs correctly and completely with CRM logic
-Predicting the needs of our customers and offer tailor-made services on IVR
-Analyzing customer profile online and making personalized product offers on IVR
-Fully automated processes to give fast and flawless services
-Segment Based Priority Management.
-Integration with different channels and enabling customers to reach contact center through different channels (Web-Chat, Video ATM, Mobile applications)
-Regulating outbound call volume based on inbound traffic with call blending
-Using Text-to-Speech Technology to customize the customer experience
-Automatically alerting related teams when a VIP customer has trouble with banking services and instant callback to provide solution.

The Pro-Active Contact Center is a combination of creativity, vision and talent of different departments of the bank. It is designed with the innovative approach of contact center, developed with a unique CRM logic, implemented with the state of the art technology. The success and ease in navigating the implementation of this innovative channel lie in the collaboration and excellent harmony of related parties. We took every challenge as an opportunity to generate new ideas for enhancing the customer experience and this drove us to the point of taking new steps to exceed the expectations of our customers. Not only the project team, but also every member of contact center was involved in this process.

In 2013, DenizBank Call Center was awarded as “The Most Innovative Customer Service of the Year” at the ICMI European Call Centre Awards. In 2014 DenizBank Contact Center received the Stevie International Business Award for “Customer Service Department of the Year”. Again, the same year, won the “Best Team Leader of the Year” and “Most Creative Call Center Practice” awards in 9.Turkey Call Center Awards.

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