Digital Banking at Garanti Bank - Isik Ilhan Direct Banking Manager
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Digital Banking at Garanti Bank
Isik Ilhan
Direct Banking Manager
0
Development of Key Indicators in the Turkish Market
Turkish market
• High mobile penetration : 160 150,0
130 Millions
107% (above age of 9)
138,9
140 125,0
• Internet users increasing over
time, yet far below developed
markets (~45% penetration) 120
• However, smartphone and
mobile internet picking up 91,0
100
Internet
users
significantly
Mobile
subscribers
– 12 M mobile internet 80
67,3 Mobile
internet
users
subscribers 61,0
#
of
E -‐commerce
transactions
– Smartphone penetration 60 67,2 68,0
61,8 62,8 64,8 Smartphones
is around 20%
40 33,8 35,0 35,0
• E-commerce transactions have 27,6 30,3
increased significantly over the 24,9
last 2 years: 20 12,0
– In 2013 150 M e- 1,4 11,6
0,4
commerce transactions 5,3
0
–%35 of all credit cards 2008 2009 2010 2011 2012 2013
were used in virtual POS
transactions
Source: TBB, BTK, TUIK, BKM 1
Garanti Bank – Brief Introduction
Total Assets
US$ 104 bn 2nd largest private bank
by asset size
1H13 Net Income Robust balance sheet
highly liquid, well-capitalized & low risk
US$ 1.1 bn
#1 in ordinary banking income
proven track record of
Basel II
ROAE sustainable banking income generation
CAR
21% Focused on relationship banking with broad
15% geographical coverage and wide multi-
channel distribution network
Branch network
977 * Most valuable company
on the BIST by market capitalization
# of customers
>12 mn *
Note: BRSA Consolidated Financials as of June 30, 2013
US$/TL = 1.905 as of June 30, 2013
* As of October 09, 2013
2
Digital Journey – Changes and mind-shift
Customer experience orientation
- Omni-channel strategy: seamless
customer experience
- Social integration
- Digital only business models:
Channel orientation mobile-first strategy
- Infrastructure building
- Migration from branches
- Mainly productivity emphasis
3
Alo Garanti
• 4,2 mio call per month Self-‐Servis
Transac;ons
• Over 1000 agents
Ø Passwaord
Transac;ons
Ø Enquire
Credit
Card
Dept
Ø Enquire
Term
Transac;ons
and
&
Credit
Card
Limit
Ø Enquire
Account
Balance
Ø Mobile
Top-‐Up
Ø Payment
of
Credit
Card
Dept
• Self-Servis transactions
• English & German Servis Menus Ø Enquire
Credit
Card
Applica;on
• Different Call Center Locations (Sivas & Result
İstanbul )
Innovation and Technology Requirement
Difficulties in DTMF Menü
• Restrictions of DTMF Menu
• Disadvantage of standart menu structure, which are
not fit customer understanding each time
• Getting lost in many different choices
• Waste of time in listening DTMF menü and increase
of transaction time
Why Voice Tech ?
The trend is the systems that manage by voice !
Control
Your
TV
With
Voice
Alo Garanti – Call Steering
• Call steering for Customer:
• Telling the request by saying it in natural language
• Banking services in customers own language
• Not getting lost in DTMF menu and being directed to the
correct transaction step
• Easy and fast transaction flow without waiting for
listening DTMF menu
• Call Steering for Garanti Bank;
• Understanding customer at first time and prevent the
repeated calls
• Decrease of unsuccessfull calls which are formed by
customer hang ups because of getting lost in DTMF
menu
• Routing the calls to the correct transaction menu
• Decrease of the calls that directed to the agents and cost
saving
• İncrease of Customer Satisfaction
How Call Steering Works? - I
When the customer calls Alo Garanti, the system asks him what he wants to do. After taking the
requirement, the system will direct the customer to the related transaction step.
«To
perform
you
the
right
service,
it
is
enough
for
you
just
telling
me
what
you
want
to
do.
For
instance;
you
can
say
‘I’ll
create
my
card
password’
or
‘I
want
to
perform
Money
transfer.
Could
you
now
tell
me
your
request
please?
»
«paying my bills»
«I wanna make credit card application»
«My auto payment seems not to
«activation of my card» be paid, why is that so?»
«I want to update my password»
«Cant get my Money from ATMs.!»
«there is a «credir card
missing in my application result»
account balance»
«may card is lost,
please cancel it!»How Call Steering Works? - II
« There is a problem in my auto
payment order, I want to cancel it
but… »
«You
want
to
cancel
your
auto-‐payment...Right?
»
«Right».
How
would
you
like
to
proceed?
With
your
card
number
or
customer
number?
«card number»
«Thank
you
!»
Advantages of Call Steering
• Increase of self-service transactions
• Optimization of the calls that routed to the call center agents
• Decrease of the calls which are hanged up by customers or ended without
performing any transactions
• High percent of correct routing rate
• Understanding customer in their own language and recognize how they know your
services and products
• Advantage of asking customer «Do you mean this?»
• Fast and correct routing of the calls without letting customer get
lost in DTMF menuCustomer Comments in Social Media
« The Call steering servisçe of Garanti is very successfull, I like IT!»
«It’s now very easy to reach the customer representative for your requirement »
« Super ! Congratulations»
« I love the call steering system in Garanti Bank. There is no need for listening the menu too
long. Just tell your request !»
«It’s a revolution! Congrats!»
……Our New Internet Banking – Online Personal Finance Management (PFM)
• Offering a need-oriented personal finance management service with personalized content
• Easier tracking of financial status and thus making the customer have full control over their finances
• Making the communication between the bank and the customer more transparent
Financial
Personalization Summary
Online
consultancy
and instant
help
Current feed Personal /
about financial Financial
transactions Calendar
Goal
Tracker
17Online Personal Finance Management
• Customers are able to see their asset/debt and spending/earnings in a consolidated way
• Spenpings by category and showing them over time are the key PFM features
Assets&Debts
Spending &
Earnings
18Mobile Banking Usage Boomed in 2012
Browser version E-trader application Native applications
• With the uptake of smart phones and application stores, Garanti
• The mobile banking journey started with a browser expanded its mobile banking presence by developing various
version before the uptake of smartphones mobile banking applications
• It is the first internet bank access from mobile in
• Currently present in iPhone, iPad, Android Android Tablet,
Turkey
Windows 8, BB10 platforms
• Browser based 45+ banking transactions are covered
by Mobile Banking • The number of Garanti mobile banking users has increased by
227% since the beginning of 2012 9Generation C Connected Customer
Characteristics of Gen-Y and the greater Gen-C customers
Gen-C (connected customers) …
… “Digital natives” who live and breathe in the digital World
and social networks
… Rely on smartphones and tablets as
Gen-Y (millenials) …
their Windows to the World
… They are empowered by information … Have grown up with Internet
and research, they feel more confident … Communicate through technology (instant messaging
with things they learn and then share… and text messaging, blogs, etc.) as opposed to having
face-to-face or phone conversations
… They want a more engaged, … Expect a lot more than their predecessors. Millennials
enriching and efficient relationship want information, not only instantly, but also with the ease
in all their brand relationships, that it should be accessible at their convenience with all of
thanks to the apple-like the normal benefits of a face-to-face meeting
experiences they live in the digital
… Are practically immune to traditional sales and
World…
… Yet the gap between how Gen-C marketing programs established to serve the
connects and communicates in his generations before them
digital world and how traditional
businesses approach them is widening…
21Daily Life With Mobile
22Living Services
Boondoggle Winter
Wake-Up
Withings Body Scale
Nike - Fuel Band 23A New Banking Experience
iGaranti is a mobile-first, direct, living and social banking platform that focuses on
providing ‘value added’ services to ease daily banking actions and fits into the daily lives of its users
in an unconventional way….
«Smart helpful friend in your pocket»
Direct Proposition
Contextual Banking
Living Service
2425
iGaranti Pillars
Social Innovations
Money Transfer QR Payment & Money
Withdrawal
Promotion Sharing
Wallet
Facebook App
3rd Party Apps
Foursquare check-in and
location-based offers Speech
Proactive Financial Status
Push Notifications
Money Bar
Cash Tank
Spend Tracking
Conventional Banking
Direct Proposition
Services
Courier
Money Transfers
Payments
Trial version/prepaid card
Accounts
26iGaranti Dashboard
Avatar
Cash Tank Money
Bar
Save now
Not Logged-in stage Logged-in stage
27iGaranti Money Bar/ Forecast
28iGaranti Special Network/ Nearby Deals
Integration with Foursquare, Facebook and Twitter!
29iGaranti Smart Shopping, iWallet
30iGaranti – Voice Control
•Static Gramer Navigation
•Dynamic Gramer Navigation
•Account Name
•Campaign Keyword & Sector
•Recorded Person Name
•Conditional Navigation
•Full/Trial Control
•Vanity CommandsDynamic & Living Service
Life Cycle of Call Steering
Adding the
new products
and change
requests in
system
Evaluation of
analysis
results and Fine Tuning
new
developments
Correct
Routing Rate
AnalysisThank you
isikilhan@garanti.com.tr
twitter @fermant
linkedin/isikilhan
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