Customer CentricityHülya Türkmen

CRM & Marketing Department

Feb 14, 2012

Garanti at a Glance

2

Total AssetsUS$ 80 B

ShareholdersEquityUS$ 10 B

Net IncomeUS$ 1.7 B

Branch Network918

Customer Number10.7 mio

Employer Number17 K

Garanti: Pre-eminent Banking Franchise

Integrated financial services company

Strong and extensive distribution network Technologically advanced, innovative and

dynamic Customer-centric growth model w/ key

focus on profitability and asset quality Ownership structure:

51%: owned by Doğuş Group and BBVA

49%: in the free float

3

Retail Payment Systems Corporate Commercial SME

~ 1.3 mn customers

~ 36.6k customers

~ 1.7k customers

~ 5.5 mn credit cards

246k POS 3,268 ATMs

9.3 mn customers Major Turkish&

Multinational operations

Subsidiaries

A Universal Bank

4

Branch Internet

ATMMobile

Call Center

>4.8 mn Calls/mo 2011 Sales 2.4 mn

Products CTI & Workforce

Management World’s 1st to receive

“EFQM Award”

918 Branches Presence in 78 Cities 98% Geographic

Coverage

~2 mn Internet Bank Active Customers

~400 k Log-ins Daily ~13 mn Transactions/mo Recognized As Turkey’s

Best Internet Bank

Money Transfer Via SMS wap.garanti.com.tr --1st

internet bank access via mobile in TR w/o application downloads or activations

3,268 ATMs ~15 mn Transactions/mo Cardless Transactions Coin Dispenser Cash recycling ATMs

Multi-channelNetwork

Garanti’s Brand Personality

6

In 1992 ,Customer strategy was first introduced

7

Market Conditions

67 Banks in Turkey with 6.400 branches

Dominance of government banks

Inflation Rate: 70%

Majority of the banking profit generated by treasury operations

Basic banking products: deposit and loan

Internet network just arrived at Turkey

Turkey in 1992

170 Garanti branches

3.500 employees

9th bank at Total Assets

Serve mainly to corporates

Garanti in 1992

World in 1992World in 1992

ATMs replaced traditional branches. ATM to branch office ratio rose by 110% in the world

Internet banking has become more prevalent during mid-90s in Europe and US

Garanti Change Management

Innovations on Business Models Customer Relationship Investment Client

Services IT processes Resources Organization

PeopleProcess Technology Establishment of

change team Streamlined and

redefined job descriptions

Workout sessions Cultural change

programme Team management

Sophisticated CRM capability

Business intelligence Knowledge

management State of the art IT

infrastructure Continuous

tecnological innovation

From Money Management...

...to Financial Services to meet customer needs8

Change Journey

19921996

• BPR

• Retail Banking

• Branch Redesign

• Corporate Banking

• Regional Ops Center

• Cash Service Branches

• Commercial Banking

• Acik• Central Foreign

Trade Ops• Segmentation• Credit Culture• Investment

Centers

• ADC• CRM• Reshaping

Branch Network

• IT and Central Operations Unification

• SME

• Abacus

• Mergers

• SES• Segmentation• EVA

• Retail Segmentation

• Affluent Banking

• Code of Sales

• Commercial Segmentation

• Retail Service Model

MobilitySales

effectivenessOperational efficiency and effectivenessNew

technologiesInfrastructural developmentBank-wide

customer concept

• Customer system• POS• IVR

• Network design & impl.

• MS Windows impl.• Paralled Sysplex• Central database• Cheques image

recognition

• Development tool selection

• MS Exchange & NT impl.

• Advanced queue mgmt.• Datawarehouse impl.• Fax integration• Image processing

&recognition

• Sales management tools

• Financial Analysis Report

• Java based internet and call center application

• Campaign management

• Budget system

• Electronic workflow• Datamining• MR-single version of

truth• Customer profitability• CRM & propensity

modeliing

• Cardless transactions• Coin dispensers• Pocketbank• Blackberry

applications• Data capturing and

recognition

2000

2004

2008

2012

• Social CRM• Connected,

networked customer ecosystems,

• User defined contents

• Augmented reality

9

What is Customer Centricity at Garanti?

10

Speak with

Design for

Be accessible to

Love

Family

Worry

Work

Needs

Friends Wealth

Customers

11

Customer World

Customer Centric Thinking

Get Customer

Insight

Turn into Solutions

Deploy Across Channels

New Business Models

Processes

Services

Products

12

Get Customer Insight

13

Brand, Image and Advertising Researches• Brand Image• Ad tracking, ad pretest

Customer Needs and Trend Researches• Attitudes and Behaviour• Needs Exploration• Trends

Customer Experience Surveys• Satisfaction Surveys• Exit Surveys• Net Promoter Study• Mystery Shopping Surveys

Mirror Analysis

Customer Feedbacks• Customer Hot Line• Social Media

Employee Insight

• ‘You propose’ Program

• Innovation Jam

Data Insight

• Segmentation

• Propensity Modelling

• Activity Monitoring

• Savings and Debt Patterns

• Relations

Outside

Inside

We don’t believe in Customer

We belive in HUMAN

14

Customer experience and flow in the branch

15

Customer Flow in Branch

We don’t believe in Customer

We belive in HUMAN

16

New Branch Concept: Living Green

17

Easy and Convenient BankingEasy and Convenient Banking

Seamless Experience Accross Channels

Easy Access to Cash

Simple and Fast Transactions

18

Seamless customer experience accross channels

Easy and Convenient Banking

Call Center

Internet

Mobile

Kiosk

Branch

ATM

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Easy Access to Cash

Easy and Convenient Banking

Money withdrawal without bank account

20

Simple and Fast Transaction

Easy and Convenient Banking

Money transfer through SMS To anyone In facebook

Pay pass; NFC enabled technology

Quick and easy payment

Pre-paid card in your mobile phone

Simple banking transactions through SIM card

21

Customers LOVE to Design

How would you like your Flexi?

Did You Choose Your Profile?

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This evolving process needs…

Mystery Shopping

Transaction Quality and Speed

Waiting Time

Customer Information Quality

Customer Complaints

ATM Service Continuity

CCI

Measured quarterly

Designed scorecard to evaluate the

customer experience

Determine which

process needed to

be improved

Customer Centricity Index is an essential KPI in performance measurement in Garanti

-1 +1Score

-7 +7

+

Met

rics

of C

CI

23

Call Handling Quality

A KPI to monitor yourself...

Garanti Bank Customer Constitution

Article #1

«Customer is the most important reason for our existence»

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...and a Holy Book as a reference

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New Way of Banking in Hyperconnected Social World

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Provide Relevant Information Provide Relevant Information

Hel

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To B

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Bett

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elp

Cust

omer

s To

Bec

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Fina

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-off

Conversations

Transactions

Words

Emotions

Places

Networks