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Agile customer service without requiring IT support

We met with Özcan Varna, Head of Allianz Group’s Turkey Customer Service Group, who told us that following their transition to next4biz, they now have a notification management system owned by a business unit, and added that they adapted next4biz to their new requirements, new ideas and changing legislation without IT support. Enjoy reading our conversation!


1. What were the primary reasons behind your decision to choose next4biz as your customer care management software?

“next4biz is a quite user-friendly software that incorporates all functions (escalation structure, workflows, etc.) that are needed in a notification management system. It is also a great advantage that work processes or flows from different departments can be changed by users without IT support. next4biz stands head and shoulders above other products in regards to these aspects.”

2. Have you integrated next4biz into your current systems? What have been the primary beneficial aspects of these integrations?

“We have integrated next4biz into our current CRM system, and this has allowed us to ensure customer singularity and individualization. We transfer customer details from the CRM system to next4biz without having to create a new database for all customers. This makes submitting issues easier for users and allows us to store similar customer details on both systems.”

3. What have been the advantages of being able to pre-design your complaint resolution processes?

“All companies wishing to provide their customers with quality service have to pre-design their resolution processes and define SLAs for these same processes. That is important both in terms of ensuring customer satisfaction and improving traceability and provability in work processes.”

4. Do you find next4biz a flexible product? What would be the best examples of its flexibility?

“Yes, it is quite flexible. Flows, category definitions, and basic process operations such as identifying new areas are done easily using the software. For example, defining a new category and creating user groups and flows for this category is a quite simple process. These operations can be done easily by an admin defined within the department without IT support.”

5. Does next4biz lessen dependency on IT experts and software developers? For instance, does you ever need extra support amending processes or adding new fields to the screen?

“No, we definitely do not need IT support, and that offers a great advantage for expediting the work processes of the departments and lessening the workload of the IT department.”

6. What has been the reaction from your customers after starting to use next4biz? How would you rate the increases in efficiency you have witnessed in your notification management processes?

“Customers, indeed, expect fast and quality service from companies. The only consequence of not being able to instantly access on the system the details of a customer who is telling you that he has contacted you before to communicate a demand or a complaint and then share with him the results of his query is loss of reputation. Managing customer messages, performing certain SLAs, updating customers at certain intervals on the status of their queries and customer-based logging of these processes are no longer regarded as a premium service; it is something all customers expect from you.

“Since starting to use the next4biz, we have witnessed a serious reduction in the length of our complaint resolution processes as well as in the workload of users thanks to the user-friendly screens.

“Apart from that, as we mentioned before, its flexible structure allows you to make quick decisions and implement them on the system in addition to reporting the results.”

7. How would you compare the current state of your customer management operations to their previous state without next4biz?

“The previous platform used by Allianz required too much IT support and system resources. The best thing for us has been the quick implementation of next4biz without too much IT support, allowing us to get rid of the previous system, which was too much of a drag on our labor force / system resources.

“Prior to our transition to next4biz, we had a platform operated by the IT department. Following our transition to next4biz, we now have a notification management system which is operated by various departments.

“According to a Global 500 study carried out by one of the world’s most powerful finance groups, Brand Finance, Allianz is the ‘World’s Most Valuable Insurance Brand.’ Allianz, with its 142,000 employees, is offering its services to a total of 85.4 million customers in 70 countries across the world. Allianz Turkey, which houses Allianz Insurance and Allianz Life and Pension within its ranks, with its 2,500 employees in 12 regional department and a total of 4,000 distributors in 81 provincial towns, is offering its services to a total of 5 million customers. Allianz Insurance, which was rated Baa1 internationally and Aa2 domestically by the international credit rating company Moody’s, has proved its status as a highly powerful and trusted organization, receiving the top mark among other financial bodies.

“Allianz Turkey Customer Services Center, with its 256 employees, is serving its customers in many channels such as life, retirement, home, workplace, goods, accident and health. Allianz Customer Services is making 40,000 outbound calls and receiving a total of 200,000 incoming calls a month.”

Özcan Varna

Mr. Özcan Varna (Head of Customer Service, Allianz Group Turkey) has had many responsibilities over a period of 23 years in areas such as Customer Service, Social Media Management, Complaint Management, Call Centers and Web-Chat.

Gürkan Platin
Gürkan Platin, a graduate of Hacettepe University Management and Organization, worked as a manager in various positions at Mensan, Citibank, Garanti Bank and Credit Registration Bureau, respectively. Platin has been blogging since 1996 and his articles are published in various national and international publications.
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