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Akbank Customer Complaints

How to EnterCompany: Akbank
Company Description: Akbank is one of the largest banks in Turkey. Founded in 1948, it had revenues of nearly TL10bn in 2011. Listed on the Borsa Istanbul, it is 20% owned by the US Citigroup, as well as by members of the Sabanci family.
Nomination Category: Customer Service & Call Center Awards Team Categories
Nomination Sub Category: Customer Service Complaints Team of the Year

Nomination Title: Akbank Customer Complaints Management Division

Tell the story about what this nominated team achieved since the beginning of July 2012 (up to 525 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

Financial success, within today’s competitive environment, depends solely to high-level of customer satisfaction and loyalty.

Akbank Customer Complaints Management division has been positioned centrally at a single post in the year 2003.The team handles not only the complaints,but also the demands, recommendations,and all other inqury based customer notifications incoming from 17 different/integrated channels and manages the whole process, including the finalization stage.Thanks to its ongoing operations intended not only for the resolution of each and every notification,but also the ascertainment of the root causes thereof, their avoidance prior to occurrence,or at the first contact point.

Complaint management,having been conducted via various environments,has totally been modified in the year 2007,and then moved its infrastructure into SAP/CRM system.The aforementioned infrastructure project has been publicized worldwide as a success story exemplified in the branch of SAP Global’s Bank implementation in the year 2009.Briefly speaking,SAP CRM application is a system,via which all notifications incoming channel-free from the Customers via the Branches,Call-Center,Social Media,Internet Branch are managed end-to-end,a life-cycle,via which numerous details,such as SLA/OLA compatibility,solution at first contact,may be monitored,while providing high-level of productivity and working facility within a paperless environment,enabling effective reporting, and most of all being available for rapid development in parallel with the respective needs.

This change in the system and process structure has not only shortened the average solution period per annual 1 mio. customer notifications from 3 days to 2 days,but also increased SLA compatibility from 60% to 85%, and the rate of solution at first contact from 65% to 93%. Real-time dashboard reports have been evolved to a traceability level over the corporate portal accessible by the organization as a whole.

Level of satisfaction is measured via customer surveys and confidential customer researches being conducted in monthly periods,and at each channel where customers are contacted including the Complaint Management activity,and is monitored on the basis of channel score cards.

SLA’s(#27) are entered into with the business units,expertise opinions of which are sought for the solution of the complaints.Automatic notification and escalation processes are perfectly operated in the system for SLA/OLA monitoring.Thanks to the executed SLA agreements, increase by 80% has been achieved in the return times.

Akbank Customer Complaint Management system is the holder of ISO 10002:2004 Quality Certificate being renewed every year.

Awareness-raising actions are taken on the issues of “How to treat a customer with a complaint” in order to increase the efficiency of our organization.Complaining customers and respective attitudes are simulated in stories over comic-books, brief information and periodic e-learning trainings are provided by the customer complaint management manual with the quality of a guideline.

Akbank has been monitoring all experiences of customers via social media, blogs,etc.with a 7/24 effort. Besides, rapid and full-expert support is provided to our customers in different environments via the “Live Chat” application. Social Media management achieved a great success by way of winning the "Best Customer Management in Social Media" prize in its first year in October 2012 within a reputative domestic organization.

Just like until now,we will ceaselessly carry on providing our customers the best banking experience and managing our quality and satisfaction-oriented activities with our belief in making difference.

 

Provide a brief (up to 125 words) biography about the leader(s) of the nominated team:

Yesukan Akinti /Vice President
Yesukan Akinti studied Economics and Administration at the Faculty of Cukurova University. He also completed an Executive MBA programme at Newport University, Istanbul.

In 1994 Yesukan began his career at Vakifbank as Branch Relationship Manager and in 1996 he moved and started his Call Center career at Garanti Bank . As a Call Center Manager his role included managing the entire operational administration of the Contact Center. Between 2002 and 2004 Yesukan worked as Citiphone, Customer Service and Telemarketing/Anti-Attrition Head at Citibank N.A.Turkey.

Since 2004 his current role is Delivery Channels Operations Head at Akbank T.A.S. where he is responsible for heading the entire operational administration and customer service of delivery channels; highly concentrated on ATM, Internet/Mobile Branch ,Kiosk,POS...