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What technological solutions do you use for sales and marketing activities management?
As OYAK Investment, we do not consider it as sales-marketing. We open new channels and ensure that customers enter Omnichanel through those channels and receive different and qualified services. We consider it as a hub for consumer finance, portfolio services, digital wallets and investment services within the framework of the institution’s digitalization strategy. What does this lead to? We have many channels and these channels need to talk to each other. At this point, CRM actually comes into play. Which customer uses mobile, there are applications that can invest on their own without the need for any investment advisor, such as practical portfolio, practical analysis, supported by artificial intelligence. We share these with our customers via CRM. We collect feedback from here.
The product range is very large. Even though the products are certain, for example, stocks or derivative instruments, they become derivatives within themselves. How long an investor holds the stock, his behavior, whether he is a long-term or short-term investor… Therefore, there is a need to analyze data here. This is where CRM comes into play. It is important that CRM can be customized. For example, OYAK Trading Plus is our application that we wrote ourselves. We have integrated CRM with this application, we will send investment consultancy services from here. Since we will send a specific message to the product the person has, it is of great importance to make the data meaningful.
How does OYAK Investment benefit from CRM?
Recently, the demand for the investment sector has increased. There are currently 8.3 million share investors at the latest. It reaches you somehow. The customer is very valuable to us. Our customer representatives make on-site visits to qualified customers and hold meetings. We hold these meetings at CSM. The interview form we designed at CSM is a bit complicated. In the visit forms here, we receive all the information we need to offer the right product to the relevant customer, such as how many transactions the customer has made and their asset size. They may or may not open an account at that moment, but we can contact these customers when the moment is suitable for the product they are interested in.
We integrated CRM and CSM. CRM screens are opened in front of our customer representatives, integrated with CSM. The customer card containing detailed information about that customer opens. Segmentation works on a monthly basis. Such as transaction volume, asset size. We can keep track of the changes here, month by month and day by day. What does this cause? Not to lose. In other words, when there is a change in the customer, he transfers his assets to another place, and the transaction volume decreases, this triggers our alarm mechanisms.
Another scenario is a segment decline at the end of the month. In other words, if the customer was previously an A Plus customer but switched to the low segment, we run task assignments directly through CSM. We call the relevant representative and ask the customer why he/she behaved in such a way, or we create a notification mechanism on how to provide better service. It may escape the attention of the customer representative, but the business rule regarding this works internally. We say, your A Plus customer dropped to B last month, let’s call the customer. Or the transaction volume remained constant, why? We have representatives interact with the customer to find out why.
We also conduct surveys in the satisfaction section. We ask those who close their accounts periodically to give us feedback on why they closed their accounts. When an A Plus customer leaves, I ask him, “Why did you leave us?” When you say that, you already get everything from there. When these start to accumulate somewhere, your satisfaction strategy begins to form. Among those who closed their accounts, the survey response rate was around 60%. We also receive feedback on the services we are good at to identify areas in which we are good. This allows us to determine our strategy together with customers.
Why did you choose Next4biz?
Our need as an institution was to manage personalized preferences for customers. The fact that Next4biz offers the opportunity to customize our own service products was an important factor of choice for us. Factors such as segmentation calculation and data retention were also effective. Since we are a complex industry, these two features were important to us. Additionally, the fact that Next4biz CRM and CSM are open to development and that we can convey our feedback about the product in weekly meetings were among the factors that influenced our choice.
