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Yapi Kredi Bank Contact Center One Direction Project

Gold Stevie Award Winner 2018, Click to Enter The 2019 Stevie Awards for Sales and Customer Service

Company: Yapi Kredi Bank, Istanbul, Turkey
Company Division/Group: Yapi Kredi Bank
Company Description: Yapi Kredi, the fourth largest private bank in Turkey with TL 223.8 billion of assets (USD 83.1 billion), has been dedicated to deliver since its establishment in 1944. One of the 10 most valuable brands in Turkey, Yapi Kredi is a strong franchise with inherent culture of customer-centric core banking focus, innovative banking technologies and sustainable value generation.
Nomination Category: Customer Service & Call Center Awards Achievement Categories
Nomination Sub Category: Best Use of Technology in Customer Service - Financial Services Industries

Nomination Title: Yapi Kredi Bank Contact Center One Direction Project

Tell the story about how technology has improved your customer service initiatives since the beginning of July 2016 (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:

Yapi Kredi, the fourth largest private bank in Turkey with USD 77 billion of assets is one of the 10 most valuable brands in Turkey with 22 million customers. Yapi Kredi is a 50%-50% joint venture between Koç Group and UniCredit Group; publicly traded on Borsa Istanbul and London Stock Exchange.

Yapi Kredi Contact Center has been located in 3 different locations; Gebze, Izmir and Samsun and one of the top five biggest bank contact centers in Turkey with its 1.550 employees. Contact center’s main purpose is to deliver 24/7 financial support to ensure long-term sustainable growth and value creation. Contact Center provides customer service both in Turkish and English. In 2016, call center handled over 80 million contacts via phone, chat, e-mail and IVR. 3 different locations enables us to manage shifts (we have 11 different skill based shifts) and disaster recovery cases. Also, complete infrastructure is turned onto outsourcable when in need. Our flexible infrastructure system can be used in all locations; IT dependancy eliminated when converting business from inhouse to outsource and vice versa.

The One Direction project was created and deployed considering complex needs and dynamics of the call center. It’s main goals are: making life easier for customers and agents life easier; and creating efficient processes. Specificifically on this project, the main purpose is maximizing service quality and experience by meeting customer demands quickly and securely; unifying call center screens into one single screen; automatizing authentication processes, managing user-interpretation screens by system, and monitoring customer-bank communication.

One Direction project is created and deployed considering complex needs and dynamics of call center only for one goal: making customer’s and agent’s life easier; creating efficient processes. Over the complex life of call center; managing 1.550 employees in 21 different skill sets and 570+ different financial transaction capability handled in over 30 different platforms; improvement initiative deployed successfully without any capability loss; also with additional benefits. Specific on this project, main purpose is maximizing service quality and experience by meeting customer demands fast and secure; unify call center screens into one single screen; automatizing authentication processes, managing user-interpretation screens by system, monitoring customer-bank communication. Project realized with all internal sources; 15.500 man/day spent. We unified 33 screens in one single screen and deployed probable call reasons, contact history and next best action in one screen.

This new infrastructure includes an integrated CRM specification that enables agent to offer customer best offer that customers has highest propensity to buy. We increased sales numbers and reached 5.1 million sales. Call center’s credit card sales penetration increased by %36 and reached 50% of bank; 688K credit cards sold by call center and personal loan sales penetration increased by 12%; realized 122K sales and 350 Million Euro volume in 2016.

We can monitor contact history of the customer. With Contact History integration, we started to monitor all customer interaction history through all channels (branch, call center, ATM, complaint record etc) and show this information on agent screens, plus created a logic to estimate customer’s possible call reasons so agents manage conversation more efficient. Omni-channel data of customer interactions, complaints, uncompleted transactions can be viewed by agent on customer screen. So, agent can easily understand problem and serve customer better and faster. With an algorithm between interaction history of customer and past transactions, One Direction screens forecast possible Call Reasons of customer. Also, screen is integrated with call steering expressions of customer and this can be viewed by agents. During development of technology, more than 100+ journey maps have been designed and deployed. In order to eliminate non-value calls and create better customer experience we migrate 22 processes to self service.

Customers used to have different passwords for authenticating in mobile, internet banking, ATM and call center. We deployed One Pin and use it through all channels. We saved 13 seconds per call with One Pin and eliminated 5 different additional authentication questions.

On our 6 main KPIs, we improved our performance. AHT decreased by 15 seconds. ASA shortened by 67 seconds. RR increased 6 points. Sales improved by 640K. Customer satisfaction score increased 5 points. These numbers of performance carried us below the Turkish call center sector’s performance.