İşbank and its Activities in 2013
In 2013 İşbank increased its retail loans balance
by 26.2% to TL 38.5 billion. The Bank achieved
growth above the sector average in retail loans.
In 2013, retail banking customers started to be followed under
20 sub-segments considering their current life cycles, stages of
relations with the Bank and behavior models, and their needs
and expectations. İşbank produces value recommendations
which are specific to these sub-segments and offers these to
its customers.
Developments in the customer analytics and campaign
management
Throughout 2013, İşbank continued to employ active use of
analytical models including
- customer segmentation,
- credit card segmentation,
- lifetime value,
- customer churn,
- probability of purchase
in order to better understand its broad customer base and to
contribute to its customer relationship management through
allocating the most appropriate resources.
Within the scope of multi-channel campaign management
infrastructure, the branch, online banking, Call Center,
Bankamatik (ATM), e-mail and SMS channels are used jointly
and several campaigns are conducted simultaneously. İşbank
is able to performmulti-channel, multi-stage and personalized
customer interactions. It also has the ability to conduct real time
campaigning based on customers’ account movements.
İşbank carried out campaign optimization systematics in 2013
to effectively use and manage the product, channel, price and
communication mix. More than 100 models were produced
determining the probability of accepting the offers which will
be provided through the branch, Bankamatik, online banking,
SMS and e-mail channels on a customer basis. Prioritization of
offers to customers on a profitability basis was systematically
provided thanks to campaign optimization. In this context,
customer contact regulations which enable the sending of
e-mail, SMS and branch sales opportunities according to daily,
weekly and monthly limits, and under the control of system,
were brought into use.
Retail Banking
İşbank continues to take sound steps to increase its share
taken from the growth opportunities offered by the
market in retail loans, deposits and investment products.
İşbank increased its volume of retail loans by 26.2% to TL 38.5
billion in 2013. The Bank’s growth rate exceeded the sector rate
in retail loans.
With its sustainable and profitable growth strategy as well as
its customer-oriented operations, İşbank provides all banking
products and services that people need in different stages
of their lives under a quality-oriented approach through its
widespread and multi-channel distribution network.
The main characteristics that offer İşbank a competitive
advantage in retail banking are;
-- a widespread and nationwide branch and Bankamatik (ATM)
network,
-- the high quality human resources that it fosters,
-- a product range which is constantly prospering with
innovative solutions,
-- customer analytics and competencies in campaign
management,
-- sound technologic infrastructure and
-- channel diversity in providing service.
Customer management activities
One of İşbank’s unaltered targets is to build and maintain
customer relations that are founded on enduring and mutual
efficiency.
The Bank conducts “welcome” and “activation” activities
in order to ensure healthy relations with newly-acquired
customers within the context of the “stages of relationship
program” which has been implemented for this purpose. Under
the “promotion” and “loyalty” activities, customers are informed
of İşbank products and services and offered a variety of reward
campaigns, while a range of other activities are also 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”.
Activities
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İşbank
Annual Report 2013
