THE NEVER-ENDING CRM JOURNEY M U R A T K A Y A B E S I R O G L U

Transcription

1 THE NEVER-ENDING CRM JOURNEY M U R A T K A Y A B E S I R O G L U

2 Agenda Isbank at a Glance CRM Evolution in Isbank Campaign Management Competencies Recent Developments Potential Development Areas Long-lasting trends in CRM Lessons Learned

3 Isbank Is Turkey s Biggest Private Bank With Its Large Branch Network And Leading Digital Channels domestic branches country-wide ATMs 14 million retail banking customers 2.2 million Internet banking customers 1.8 million Mobile banking customers 2015 Q2 Performance Amount* Market Share Rank Total Assets % 1st Total Loans % 1st Total Deposits % 1st * Billion $

4 Ever-changing Nature Of Retail Banking Environment ENVIRONMENT CUSTOMER Harder Economic Fundamentals Stricter regulations Increasing usage of digital, social media etc. Competition Disrupters More sophisticated and demanding Price sensitivity Multi-banking Demand for omni-channel SHIFT OF POWER TO CUSTOMER Relationship between the customer and the bank must be deeper and closer.

5 Customer Centricity Guides How to Organize Data Loyalty Complaints & resolution Customer Value Channel Usage Risk Marketing Communications Product Demographics

6 The Golden Rule Is: Know Your Customer CUSTOMER INSIGHT SEGMENTATION LIFE TIME VALUE CHURN PROPENSITY Who are they? How valuable are they? What do they value? How did they behave yesterday? Products, Channels, Communication How will they behave tomorrow? Products, Channels, Communication

7 Employees Easily Access Customer s Financial Facts And Model Scores Via «Single Customer View»

8 Insight to Action Customer Insight Customer Analytics Campaign Management Reporting Optimization and Evaluation

9 Milestones Of Isbank CRM Capabilities Lifetime Value Model Churn Model Inbound Integration Channel Integration Credit Card Segmentation Internet Branch Integration ATM Integration Automated Reports/Models Customer Interaction History Inbound Marketing Prioritization Q-mate CRM Integration Data Mining Branch CRM Sales (MIYU) Customer Segmentation Single Customer View SMS Channel Integration Call Center Integration Real Time Campaign Management Module Outbound Marketing Optimization Customer Contact Rules Social CRM / Fırsatla Real-time Campaign- Big Data Integration

10 Customer Contact Rules Has Become Operational With The Beginning Of The Campaign Optimization DON T SEND IT DEPENDS SEND RECENCY When was my last contact? FREQUENCY How Frequently Shall I Contact? QUANTITY How Many Times Shall I Contact?

11 Branch Sales Management Model Was Automated With The Beginning Of The Campaign Optimization To measure and report the work load created in branches due to CRM activities To prevent over-capacity & idle-capacity

12 Campaign Design & Optimization Process Campaign 1 Campaign 2 Campaign ideas are collected and campaigns are defined to the pool during the week Branch Capacity Contact Rules Campaign 3 Optimization On the optimization day, optimization chooses the best offers that maximizes Goal Function. Choosing so, it also regards branch capacity & customer contact rules and finds the best time & channel to send the offer through. The selected offers are distributed to channels during the week.

13 The Offers At Internet Branch And ATMs Are Prioritized Accordingly Internet Branch Banner ATM Offer Screen I Agree! Belki Daha Sonra İlgilenmiyorum İlgileniyorum

14 Isbank Won Several Awards In Regard To CRM Activities 2014 Gartner and 1to1 Media CRM Excellence Awards «Integrated Marketing - Bronze Award» 2014 Global Business Excellence Awards «Outstanding Innovation Award» 2015 Stevie Awards for Sales & Customer Service «Best Use of Technology in Sales Banking, Financial Services and Insurance Gold Award» 2015 Stevie Awards for Sales & Customer Service «Marketing Solution Bronze Award»

15 Results & Volumes Numbers as of 2015/6 : Campaigns million interactions 47 million responses through internet & ATM channels product sales through CRM

16 Recent Developments In Isbank CRM System Big Data Studies Feeding real-time transactional data to both the online and offline campaign management modules and reporting system. The customers who applied to Credit Risk Report are offered customer loans (Success rate 8%) The warning mails to branch managers and relationship managers about time deposits closures

17 Recent Developments In Isbank CRM System Social CRM Studies We conduct digital campaigns via Facebook and Twitter. We motivate our customers to link their digital identity with their bank profile to offer them best campaigns according to their interests. We collect likes, occupation, location, education information and posts.

18 Recent Developments In Isbank CRM System IsCep CRM Integration After our currently ongoing Mobile App (IsCep) & CRM System integration project; our customers will see and respond to their personalized offers directly when they are inside the application.

19 Potential Areas Of Development Of The Isbank CRM System Location Based Campaigns Deepening in Big Data Studies Integration w/ Ecosystem Data Clickstream Data

20 Long Lasting Trends in CRM There is a shift from; Outbound to inbound Batch data to real-time data Traditional database marketing to event driven marketing Enriching customer data with all other sources possible is a necessity Decisions are made more by algorithms/models year by year

21 Lessons Learned Think big, act gradually Be service oriented Automation is the key enabler Innovate continuously Boundaries of firms/sectors are blurring Use best of breed tools

22 Thank You!