Efficiency brought by Data Analytics in Customer and Campaign Management in the Banking Sector
Şekerbank doubled its daily campaign production capacity through the enrichment and automation of customer management processes that were backed up by SAS solutions and Linktera’s expert counseling.
Şekerbank is the first bank in Turkey that developed digital applications for the financing of rural areas.
Şekerbank achieved this using SAS® Marketing Automation
Efficiency brought by Data Analytics in Customer and Campaign Management in the Banking Sector
Şekerbank doubled its daily campaign production capacity through the enrichment and automation of customer management processes that were backed up by SAS solutions and Linktera’s expert counseling.
Digital transformation has become a necessity at all levels and industries, from large companies to small ones. As part of their digital transformation journey, each company must learn to analyze its data according to the dynamics of the industry it operates in to develop an effective transformation strategy tailored to its own unique needs.
With its Transformation Program which received an end-to-end technologic infrastructure update, Şekerbank is implementing a total of 20 projects consisting of stages such as ensuring digital transformation and process excellence, increasing sales force efficiency with data-based analytical models, creating a risk-sensitive infrastructure to cater for the reliable growth in SME and agricultural loans. To achieve these objectives, Şekerbank has appointed a 20-strong analytics team that work as internal consultants to manage the implementation of analytical models and approaches in its data warehouse and main banking environments. The team is also responsible for the end-to-end design of decision support systems.
A fresh perspective on customer-oriented solutions
The sustainable bank of Turkey, Şekerbank, initiated a process of collecting customer and campaign data in a single system, in its journey of digital transformation. It also began providing personalized financial solutions and recommendations for customers.
The new customer relationship management (CRM) data mart served as an integrated repository for the customer data previously stored in different systems. This offers the bank the added advantage of accessing consolidated customer data in a shorter time. With this new structure in place, the bank commissioned customer programs to communicate with them through the customized offers.
Thanks to SAS, we enriched customer insights with the processing of non-consumable data.Seray Göklü Customer Analytics and Portfolio Quality Group Head Şekerbank
“Thanks to SAS, we enriched customer insights with the processing of non-consumable data,” said Seray Göklü, Customer Analytics and Portfolio Quality Group Head at Şekerbank. “At Şekerbank, it was important for us to achieve savings and efficiencies by leveraging the power of data analytics in our digital transformation process. The project which SAS and Linktera helped us to launch has given us a new structure that creates added value from raw and non-consumable data, through more detailed insights into our customers. Using this structure, we have gained great flexibility and agility in transforming our strategies into tangible outcomes, by being able to proactively make personalized offers to customers.”
Göklü continued: “The SAS solutions enabled us to develop a customer-oriented proposal system that is in sync with campaign outputs. And in the next phase of the project, we will develop this further with new channel integrations.”
Uğur Birol Kanburoğlu, Marketing and Risk Analytics Department Head at Şekerbank, said: “We worked with structured data while developing our models. In accordance with our business requirements, we developed models such as regression and various classification and decision trees. Models developed in marketing and credit analytics enabled us to provide data-driven, customized solutions to business-related problems. In addition, with the enhancements made, we were able to create customer programs that would have been too detailed to be tracked manually using the old system. The first of these programs was to automate the onboarding journeys of new customers. In this way, we were able to offer our broad product range to our customers at the most appropriate time. This also saw us initiate communication and proposal studies under the program from the moment we win the customer.”
Customer-oriented campaigns to increase customer loyalty
Filiz Yakınol, CRM Analytics Division Head at Şekerbank said, “Target-oriented campaigns are essential at every phase of the customer lifecycle. We see successful and effective campaign management as the most important factor in increasing customer satisfaction and thus ensuring customer loyalty. Keeping up with advancements in technology is a must for strong campaign management. Marketing and marketing communications are known to be the most rapidly changing and evolving fields in the world. We use SAS solutions in all processes to gain insights from data in the context of marketing analytics. In terms of collecting, transforming, and processing data, SAS provides us with a fast and user-friendly function. Once the analytical team was established at Şekerbank, SAS solutions played an active role in the acceleration of analytical studies.”
Harmony of strategy, organization, and technology in the analytics transformation journey
Speaking from a place of experience, Seray Göklü, Customer Analytics and Portfolio Quality Group Head at Şekerbank, indicated that in recent years many companies have begun to incorporate analytics into their corporate strategies – and that while many of these companies were willing to set their analytic strategies, too often they stopped midway.
Göklü suggested that there are three main reasons for this: “The first is that they were initially curious about trending topics like Big Data and analytics. But after building models in a sterile lab environment, found that these models did not align with their business strategies. The second is that even if the analytical models were compatible with their business strategies, the business units did not buy into the idea of having to change the way they have been working prior to the model. Thirdly, and most importantly, the models could not be implemented due to technical inadequacies even though they were aligned to the strategy and accepted within the organization.”
“While taking the analytics journey, companies should pay great attention and not be mistaken about these three points that I have mentioned. If strategy, organization and technology work together, the digital transformation journey not only becomes faster but also more enjoyable” concludes Göklü.
Şekerbank - Facts & Figures
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Years of experience in Community Banking
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branches located in rural areas
Şekerbank is the first bank in Turkey that developed digital applications for the financing of rural areas.
Bu makalede gösterilen sonuçlar, burada açıklanan belirli durumlara, iş modellerine, veri girdilerine ve hesaplama ortamlarına özeldir. Ticari ve teknik değişkenlere bağlı olarak, her bir SAS müşterisinin deneyimi kendine özgüdür ve hiçbir açıklama tipik olarak düşünülmemelidir. Gerçekleşen tasarruflar, sonuçlar ve performans özellikleri, bireysel müşteri konfigürasyonlarına ve koşullara göre değişiklik gösterecektir. SAS, her müşterinin benzer sonuçlara ulaşacağını garanti etmemekte veya bu konuda bir taahhütte bulunmamaktadır. SAS ürün ve hizmetlerine yönelik tek garanti, söz konusu ürün ve hizmetlere dair yazılı anlaşmada belirtilen açık garanti beyanlarında ifade edilen garantilerdir. Bu belgedeki hiçbir ifade, ek bir garanti teşkil ettiği yönünde yorumlanmayacaktır. Müşteriler, üzerinde anlaşılmış bir sözleşmeden doğan bir alış verişin bir parçası olarak ya da SAS yazılımının başarılı bir şekilde uygulanmasının ardından sunulan proje başarı özetinde, başarılarını SAS ile paylaşmışlardır. Marka ve ürün adları, söz konusu şirketlerin ticari markalarıdır.