RETAIL BANKING
THE BANK CLOSEST TO CUSTOMERS
İşbank espouses a customer-centric
approach to its retail banking activities.
With the aim of increasing the value offered
to customers and providing themwith the
optimal service experience, İşbank defines
its strategic decisions regarding its products,
services and processes in line with the
needs and expectations of customers.
İşbank’s strong foothold and competitive
edge in the retail banking business are
defined by the Bank’s extensive service
network, customer-focused approach,
highly-qualified human resources,
innovative products and services, customer
analytics and multichannel integrated
campaign management infrastructure.
CUSTOMER MANAGEMENT ACTIVITIES
İşbank aims at building and maintaining
customer relationships that are founded on
enduring and mutual productivity. İşbank
has designed and implemented its “stages
of the relationship” programs and practices
in keeping with this target and within the
context of retail banking activities in a wide
range of channels.
İşbank carries out “welcome” and
“activation” activities to ensure that
relationships with newly-acquired
customers are conducted on a sound
basis. Under the “promotion” and “loyalty”
activities, customers are informed about
İşbank products and services and offered
a variety of reward campaigns and other
activities conducted. Based on the results
of the customer churn model, which
systematically quantifies the level of the
Bank’s relationships with its customers,
communication activities are carried out
under the headings of “retention” and
“recovery”.
CUSTOMER SATISFACTION AND
CUSTOMER REFERRAL SCORING
LAUNCHED IN 2012
During the reporting period, İşbank launched
the customer satisfaction and customer
referral scores (NPS – Net Promoter Score)
measurement, further expanding the
channels through which it pays close
attention to the “voice of its customers”.
Customer satisfaction measurement will
enable more systematic identification of
areas for action aimed at enhancement
of satisfaction, and will serve to create
increased sensitivity within the branches
regarding customer satisfaction.
İŞBANK SECURES HIGHEST CUSTOMER
SATISFACTION IN RETAIL BANKING FOR
THE THIRD CONSECUTIVE YEAR
According to the Turkey Customer
Satisfaction survey conducted by the
Turkish Society for Quality (KalDer), İşbank
was recognized as the privately-owned
bank with the highest customer satisfaction
in retail banking segment for the third
consecutive year.
İŞBANK POSSESSES STRONG
CUSTOMER ANALYTICS AND CAMPAIGN
MANAGEMENT CAPABILITIES.
Through 2012, İşbank continued to make
active use of analytical models including
customer segmentation, credit card
segmentation, lifetime value, customer
churn and probability of purchase to better
understand its broad customer base and
to contribute to its customer relationship
management through allocating the most
appropriate resources.
A primary goal for İşbank is to sustainably
increase its share of retail banking segment
activities and to be the first choice of
customers and insofar as is possible, the
only service provider that customers prefer.
To this end, the Bank effectively deploys
and manages its product, channel, price
and communication mix. İşbank also makes
integrated use of its branch, internet
banking, call center, ATM, e-mail and SMS
WITH THE AIM OF
INCREASING THE VALUE
OFFERED TO CUSTOMERS
AND PROVIDING THEM
WITH THE OPTIMAL
SERVICE EXPERIENCE,
İŞBANK DEFINES ITS
STRATEGIC DECISIONS
REGARDING ITS PRODUCTS,
SERVICES AND PROCESSES
IN LINE WITH THE NEEDS
AND EXPECTATIONS OF
CUSTOMERS.
INTRODUCTION
ACTIVITIES
CORPORATE GOVERNANCE
FINANCIAL INFORMATION AND RISK MANAGEMENT
35
İŞBANK
ANNUAL REPORT 2012
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