30 İşbank
Annual Report 2015
During the year, İşbank worked to ensure the growth of its total
deposits with a cost oriented approach, sustaining its leading
position in total deposits among private banks in 2015.
RETAIL BANKING
At İşbank Retail Banking, customers
are at the heart of all activities and
efforts.
The fast-paced advancement of
technology and its integration into the
lives of customers resulted in a huge
transformation in each and every area of
operations. Internet and mobile-based
business models significantly changed
new generation consumer expectations.
This necessitates the redefinition of retail
banking dynamics. Internet and mobile
banking thus are no longer alternatives, but
have become contact and service points
of which those younger generations in
particular primarily use.
İşbank pursues the following retail banking
activities:
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»
Using its contact points in an integrated
manner to create added value for
customers,
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Producing innovative products and
services for customers,
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»
Providing offers to meet the instant
needs of customers by using analytical
customer relationship competences.
In 2015, İşbank continued to grow
significantly in retail loans and
deposit products.
As of year-end, the sector’s retail loans
portfolio, consisting of credit cards and
consumer loans, increased 7.9% to TL
369.6 billion
(*)(**)
. In the same period, İşbank
posted a growth rate above the sector
average, increasing its loan portfolio by
10.3% to TL 46.8
(**)
billion.
The Bank aimed to increase its deposits
with a cost-based approach and in a
sustainable manner in 2015. In this context,
the Bank tried to protect its market shares
as well as to integrate its customers with
modest savings amounts into its deposits
base in order to increase its deposit base.
Among private banks, İşbank’s leading
position in total deposits subject to Savings
Deposit Insurance was maintained in 2015.
As a result, the total deposits, which
constitute the main funding source of the
Bank, increased 15.2% year-on-year to
TL 153.8 billion. The Bank’s market share
was 12.5
(*)
% in total deposits, 12.8
(*)
% in
TL savings deposits and 15.9
(*)
% in total
demand deposits.
Customer Management Activities
İşbank builds mutual benefits-based and
long-term relationships with customers.
The first three months when customer
relations are initiated and furthered are
crucial to establishing a long-lasting
relationship. Efforts undertaken in this
critical period are widely known to make a
positive contribution to overall customer
satisfaction. In the first three months
of their relationship with İşbank, new
customers are provided with special
activation activities to ensure that their
relationships with the Bank are deepened.
Additionally, every three months “Winning
Back” and “Keeping in the Flow” campaigns
are organized for those customers whose
interaction with the Bank has decreased.
The Face-to-Face Banking with İşbank
İşbank launched a new banking programme
“Face-to-Face Banking” in 2015. The
Face-to-Face Banking programme was
based upon İşbank’s strategy of being
“The bank closest to customers” and being
the bank that can face its customers (by
our high business ethics and principles
without compromise). In implementing
this initiative, İşbank designs tailor-made
programs for its customers according to
their levels of income and wealth. The
Face-to-Face Banking programme was
designed by taking İşbank’s commitment
into consideration, to effectively respond
to the needs and requests of customers by
developing the right products and services
through a targeted approach.
Analytical Customer Relationship
Management Activities
In 2015, İşbank worked to better identify
its wide-ranging customer base and
manage its customer relations with the
best possible resource allocation, while
enhancing the customer experience. To
this end, the Bank undertook the following
efforts:
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customer segmentation,
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lifetime value,
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customer churn,
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»
propensity to buy.
Equipped with an integrated multi-channel
campaign management infrastructure,
the Bank uses its branch network, Internet
Banking, Call Center, Bankamatik (ATM),
e-mail and SMS channels in an integrated
fashion; many promotional campaigns
are conducted simultaneously across
all channels. İşbank has the capability to
performmulti-channel, multistage and
personalized customer interactions and
to conduct real-time campaigns based on
instant customer transactions.
(*)
Market shares are calculated using monthly sector data published by the Banking Regulation and Supervision Agency. Interest accruals and rediscounts are
not taken into account. Participation banks are excluded.
(**)
Includes overdraft accounts.
İşbank and its Activities in 2015
