Istanbul, Istanbul, Türkiye
A seasoned banking professional with 19 years of experience at the leading private bank in Turkey, having developed a broad and diverse expertise across multiple banking disciplines. Demonstrated passion for customer-centric initiatives aimed at organizational transformation and the enhancement of both customer and employee experience. Specialized in leveraging emerging technologies for the development of sales and service tools, coupled with extensive knowledge of channel management and field operations. Proven track record of effective collaboration within multinational organizations, contributing as a committed and team-oriented member.
Providing strategic consultancy services across local and international markets, with core areas of expertise including: Development and implementation of customer marketing strategies for targeted segments, such as payroll customers Customer segmentation analysis and methodology Design and execution of differentiated service models tailored to distinct customer segments Performance management frameworks for sales and service functions, encompassing scorecard development, KPI definition, evaluation systems, and supporting tools Digital transformation across sales and service operations to maximize profitability and operational efficiency
Responsible for growth of retail customers including acquisition, engagement and retention. Building segment strategy of bank’s retail customers based on customer needs, market insights and competition. Determining non-financial KPIs, leading strategic planning process, executing action plans for each subsegment. Leading retail digital and non-digital marketing activities and channels for all subsegments. Coordinating all product and channel teams to meet bank’s non-financial KPIs. Managing key retail supporting products such as automatic bill payment, safety box, fast pass system etc. Designing and implementing innovative and competitive marketing campaigns for retail products. Working closely with product development teams to deploy business strategy. Improving overall banking experience of retail customers by designing and implementing solutions with related parties. Managing OPEX budget of retail customer solutions.
Developed and executed strategies for employee sales and service tools. Led a team of product managers that are responsible for; Workplace Management Product Offer & Campaign Management Corporate Bot Solutions Social Media & Complaint Management Customer Experience Management Customer Communications and Template Management
Managed Voice of Customer program in the bank from insight generation to tangible action. Played a leader role to decrease the number of complaints per customer by 42% in 4 years. Transformed customer care team to a more customer oriented and digitally powered team in terms of organization, roles, processes, performance management, channels, infrastructure and communication with solid results. (FTE, service quality, customer satisfaction, employee engagement etc.) Worked as head of customer care team with 100+ employees in different times. (temporary) Initiated/executed 60+ different scaled projects to increase experience in customer journeys while using banking services and products. Launched bank’s first chatbot for employees; 1.000+ active users, 30K+ inquiries per month, 85%+ match rate. Developed smart complaint management platforms for branches and bank’s internet branch with do-it-yourself capabilities to resolve issues at first contact. Launched a new platform for customer service team with smart interactions and text analytics capabilities.