Company: Yapi Kredi, İstanbul Turkey
Nomination Submitted by: Yapı ve Kredi Bankası A.Ş.
Company Description: Yapı Kredi was established in 1944. Koç Holding A.Ş. owns 20.22% of the bank's shares, while Koç Financial Services (KFS), a subsidiary of Koç Group with 100% ownership, holds 40.95% of the shares. The bank, headquartered in Istanbul, provides services to its customers through 796 branches and approximately. It is the third-largest bank in Turkey.
Nomination Category: Customer Service & Call Center Awards Achievement Categories
Nomination Sub Category: Best Use of Customer Insight
 Nomination Title: Yapı Kredi Beyond Experience
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the nominated achievement since July 1, 2021, OR written answers to the questions? (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 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 submitting written answers to the questions for this category, provide them in the spaces below.
- Briefly describe the nominated organization: its history and past performance (up to 200 words):
Total 195 words used.
Yapı Kredi [REDACTED FOR PUBLICATION] is dedicated to a best in class customer experience , addressing the diverse financial needs of individuals, businesses, and corporate clients. The bank focuses on delivering personalized solutions and fostering robust customer relationships. Renowned for its commitment to innovation and technology, Yapı Kredi has been a pioneer in adopting digital banking solutions, providing online and mobile banking services in Turkiye.
Under the Yapı Kredi brand, the 2023-established Experience+ Platform goes beyond experience, providing a tool to comprehensively measure customer interactions. This platform enables easy survey distribution and instant result analysis, transforming customer experiences into measurable data for insightful analysis. Experience+ automates the close-the-loop structure, enhancing capabilities through detailed text analysis, and offering personalized dashboards for employees to follow NPS and open-ended comments.
Utilizing various research techniques, including neuro-measurement, we delve into unsolved customer feelings, complementing traditional measurement methods.
Furthermore, Yapı Kredi leads the industry by generating the NPS prediction model in early 2022 to measure customer satisfaction, extending its reach to traditionally hard-to-reach customers. This comprehensive approach allows us to identify and address pain points effectively, ensuring a holistic understanding of customer sentiment.
The bank visit: About Yapı Kredi
- Outline the nominated achievement since July 1 2021 that you wish to bring to the judges' attention (up to 250 words):
Total 247 words used.
Utilizing Experience+ for rapid feedback, we gather insights instantly and the pioneer in the industry, receiving around 210K annual and approximately 700 daily feedback for the ATM channel. The platform analyzes customer sentiments, location, model, and transaction type, aiding technical development and targeted actions by ATM teams. For the Call Center channel, with 950k annual and around 4k daily surveys, immediate intervention for negative feedback and NPS improvement is ensured. Real-time monitoring detects NPS drops, prompting swift responses. Branch channel automated surveys gather approximately 1.5K daily and 400K annually, allowing daily monitoring by branch managers, portfolio managers and region managers. One-time surveys aid product development, journey improvement, and pain point identification, with 50 Adhoc surveys in 2023.
Leveraging EEG, GSR and Eye Tracking in our neuro research, we explore challenges customers may encounter by analyzing brain functions related to liking, memory, and attention, revealing insights often unexpressed in traditional surveys. This research, conducted across Mobile (DOB journey), Customer Communication Center, and branch channels, identified 18, 16, and 16 pain points and took actions respectively.
The groundbreaking NPS Prediction model, utilizing 2 years of research data, identifies 12 million customers as detractors or promoters. With a 79% accuracy rate (AUC), the model enhances customer experience through proactive communication personalization. Efforts include developing a customer-specific behavior model and conducting pilot calls, demonstrating high correlation between model outputs and sales ratios. The CRM team utilizes NPS prediction data for targeted campaigns, successfully converting detractors into promoters within 6 months.
- 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 218 words used.
As a pioneering bank, we gather post-transaction feedback from every channel, conducting product and segment-specific benchmarks. Through ad-hoc research aligned with new product and segment needs, we gain extensive insights. Since early 2022, we've doubled feedback, increased report frequency, and reduced costs, fostering a profitable loyalty economy. Our commitment extends beyond what customers say, utilizing cutting-edge Neuro research for comprehensive measurements and action. Trailblazing in technology, we continue with NPS Prediction, uniquely measuring nearly all individual customers' sentiments. We offer a personalized experience to convert customers into advocates. This distinctive approach reaffirms our commitment to leading the industry in both technology and customer experience. Our impletation stages are follows;
- 360° surveys and feedback including touchpoints, journey and benchmarks flows to channels through the «Experince+» with «Outer Loop» structure.
- Feedback and researches are analyzed in Experience+ tool and reported to all relevant stakeholders instantly.
- Customers are reached with Callbacks based on feedback collected from researches.
- With the Channel Loop in parallel with the reports and needs.
- As a result of the reports, improvements are planned with the channel and product owners at the meetings we call Channel Loops that we make weekly.
- Projects, needs, improvements are evaluated monthly with all director level managers.
- All results are shared with the C-Level manager in the Customer Experience Committee one in three months.
- Explain why the achievement you have highlighted is unique or significant. If possible compare the achievement to the performance of other players in your industry and/or to the organization's past performance (up to 250 words):
Total 250 words used.
- Successfully implemented over 30 projects by proactively addressing customer needs.
- Detractor rate from 15% to 10.5% in years between 2022 and 2024. (NPS Prediction)
- Experience+ platform reached an impressive 91% among branches in 2023.
- [REDACTED FOR PUBLICATION]
- DOB journey doubled the number of customers successfully completing the process, with a 19% rise in conversion rates in 2023. For the IVR the opening and welcome announcements have been revised as part of the change planning. (Neuro-search)
- Complaint resolution times were consistently 52% below industry averages in years between 2022 and 2023
- There was a remarkable 51% decrease in the number of complaints per active customer in years between 2022 and 2023
- [REDACTED FOR PUBLICATION]
- The company received over 2,800 expressions of gratitude and climbed from 4th to 2nd place in sector NPS rankings from 2022 to the end of 2023
- The “Business Sign name” project reduced expenditure-related dispute claims despite a 4% increase in POS transactions in 2022.
- Monthly calls to the Customer Communication Center decreased by 5,000, indicating effective resolution and fewer customer concerns in the years between 2022 and 2023.
- Card Courier Delivery Process project implementation, it was observed that the calls decreased by 28%.
- There has been an increase of +10 points in the branch experience score between end of 2021 and 2023.
- Doubled feedback and boosted NPS by 15 points (2021-2023) in CRC.
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