Hi Mustafa, tell us about yourself and your background.
I was born in Sakarya in 1978 and graduated from Istanbul Technical University Aeronautical Engineering Department. I started my banking career in 2008 at Kuveyt Türk Information Technologies as a System Analyst. Most recently, I’ve been working in the Process and Experience Center directorate and I work on Customer Experience. Previously, I also worked in Product Development, Digital Marketing and Payment Systems departments
How did you start working in the customer experience space?
Our bank started its work with the experience projects it carried out in 2018 and the establishment of the Customer Experience team. Our Customer Experience journey started with our work on Service Culture. After the service quality studies, with the privatization of the concept of “Experience” in the world, it became our agenda that studies such as CRM and quality were not sufficient. Establishing a team for the work that needs to be done to improve the customer’s experience was also an important step.
What do you think the top priority should be for a company that wants to improve its customer experience?
A company that wants to improve its customer experience should be able to track the customer’s experience and accurately measure the experience by setting appropriate CX metrics. It is very important to measure the customer experience from end to end. It is necessary to use both quantitative and qualitative methods for this measurement. You can survey customers and get information from them, but this is not enough. you should also get information through in-depth interviews with customers. You should also consider complaints, comments, social media notifications.
How can companies better listen and understand their customer base?
The company must listen to the voice of the customer at every touchpoint and whenever experience occurs. It should interpret VOC with artificial intelligence technologies and make sense of it. First of all, it is important to analyze the data well in order to know the customer. It is necessary to know the relevant institution contact points of the customer well and to remove pain points at these contact points. To identify problems in these pain points, you must know your customers’ needs. You need not only data but also listening to customers to learn about their needs. In addition to reaching customers through surveys, you can visit them and listen to them.
Many companies are currently undergoing digital transformation processes – what are your tips on a successful digital transformation?
We believe that innovation is essential for a successful digital transformation. You need to be able to freely express innovative ideas. It is very important that the institution you work for supports you in this regard. The digital transformation you will make by using innovation, technology and customer experience together will give the most successful results. Things we need to focus on to achieve the desired level of digital maturity these digital competency analysis, implementation of digital transformation program, definition of digital projects, project flashcards and KPIs, creation of digital projects and digital competencies, prioritization of digital projects and digital transformation roadmap.
What are some CX companies/solutions you’re keeping your eyes on right now?
Digital analytics and experience tracking tools like “Commencis-Dataroid.” Programs that use text analysis and artificial intelligence to create and measure customer journey maps.
What are some of your tips for people who want to work in the CX sphere?
- Specializing in design thinking methodologies and think how to use these methods on experience projects
- Conducting interviews to get to know customers in order to empathize with them.
- Experience the customer journey themselves.
- Specializing in in-depth interviews to identify customer needs.
So many things changed in 2020. While some things are going to return to “normal,” what are new trends and habits you think will stay with us in the long term?
The transition towards digital was inevitable for routine activities – checking balances, payments and transfers, even credit card applications. Many of these activities are habits, and once habits are embedded, they are unlikely to change. So, with even more people banking this way because of COVID, these routine activities will stay digital.
eCommerce boomed in 2020, and consumers started leaving more product reviews online. How can we make the most out of this momentum?
It is very important to follow the experience footsteps of customers. What customers are interested in, what they are satisfied with after their purchasing experience should be followed.
What is your favorite CX metric? Why?
Net Promoter Score (NPS), Many companies are using and tracking it, so we can compare our company to others on the same metric. Customer Satisfaction Score and Customer Effort score are also important metrics in customer experience.