Annual
Report
2021
Report
2021
Analytical Model Development Unit
The Analytical Model Development and Decision Support Systems Unit, which has a central position in KKB, develops value-added products for the use of member organizations on the one hand, and responds to the needs within KKB on the other. The unit focuses on activities in three different areas within its structure - Data Analysis, Fraud Prevention, and Central Decision Support Systems. The main objective of the unit is to ensure that banks and financial institutions can better manage their risks. For this purpose, numerous analytical forecasting models and five different national fraud prevention systems and central decision support systems have been developed and brought into use. In 2021, the sixth version of the BKN, Commercial Indebtedness Index and the Web Scorecard was launched. The dissemination of existing systems in the field of fraud prevention continues while a new SABAS system was also developed.
In 2022, the Personal Indebtedness Index model will be updated in line with changing conditions and strengthened with machine learning methods. To bring access to loans to a wider body of people, studies will be conducted on new models which use alternative data sources. A renewed SABAS system will be launched in the field of fraud prevention, biometric data-based systems will be developed, and a specialist training certificate program will be implemented to create an industry standard in Turkey. In order to make more use of artificial intelligence and machine learning methods in all areas in accordance with the strategic goals of the institution, the results of the technological and analytical transformation program launched in 2021 are hoped to be realized in 2022.
Sales Management Unit
The Sales Management Unit is responsible for sales and marketing activities related to all KKB and Findeks products for KKB’s stakeholders, especially banks, financial institutions and the real sector. The Unit’s activities are carried out under the functions of Bank Channel Management, Member Channel Management, Findeks Sales Business Development, Business Partnerships Management, Customer Contact Center and the Sales Channels Marketing Management.
In addition to popularizing the innovative products and services offered by KKB in all sectors and individuals, ensuring the effective management of financial risks by supporting raising awareness of financial literacy in society is one of the key objectives of the unit.
The focus of the Sales Management Unit is to provide the highest quality service by meeting the needs and demands of existing members and customers instantly and to provide new customer acquisition within the scope of corporate strategies. The unit works to ensure the satisfaction of all its members and customers with its expert staff, who effectively use the high-level technological infrastructure of the institution and demonstrate continuous improvement. Thanks to its continued hard work in 2021, the unit ensured that the benefits of innovative products and services offered by KKB and Findeks were transferred and disseminated, and the unit achieved its sales targets with flying colors. In this context, the unit also contributed to the expansion in Findeks’ number of members to 5 million in 2021 as a result of its value-added and strategic activities carried out by spreading to the base through all its channels within its structure.
Bank Channel Management
The Bank Channel Management aims to create maximum value by directly contacting the banks’ headquarters, regional directorates and branches, carrying out and expanding sales and marketing activities for all Findeks products which are broadly available to banking customers.
The Bank’s Channel Management Unit has aimed to increase the recognition of the Findeks brand, to create a culture of risk management in both representatives of the real sector and individuals, and to ensure that final consumers also acquire this awareness. In order to realize this cultural change, the Unit directly contributes to increasing the level of financial literacy by participating in branches and alternative distribution channels of member banks with the Findeks brand.
In particular, the Unit aims to reach the target audience of Findeks products through branches and distribution channels of member banks in order to realize Findeks’ strategic sales goals.
Even under pandemic conditions, around 30,000 branch and customer meetings were held by Findeks Communication Consultants, who are tasked with developing Findeks awareness and knowledge of its products and processes by conducting one-to-one meetings at the bank branch channel.
In 2022, KKB aims to improve the sales effectiveness of this channel, thereby both increasing the new customer acquisition rate and the existing user penetration of Findeks.
The sales support team, which adopts the mission of providing quality service in the sales channels and ensuring necessary coordination with the team in the field, monitors the field visits and performance reports in order to achieve sales targets. It successfully carries out the processes of supporting the operations of the field sales team, creating the reports needed for the sales channels and sharing the necessary information with the field.
In addition to managing the current Findeks field team with maximum efficiency and effectiveness, the target of placing Findeks as a banking product in the Head Office business lines of banks, positioning it among sustainable growing products and expanding awareness of the product in all channels, especially the mobile and internet branches of banks, is being carried out at an increasing pace every year.
Business Development Unit
Since its establishment, the Business Development Unit has served as the institution’s gateway to the real sector in terms of determining the financial risk management needs of the real sector and accessing KKB’s services. By including representatives from the real sector, public institutions and organizations and non-governmental organizations as its stakeholders, the unit maintains its efforts to manage the risks based on rational data, to increase financial literacy with developed business models, to establish standards in financial information sharing processes and to ensure transparency.
With digitalization having gained great momentum in all areas of our lives and become an indispensable part of many processes, the Business Development Unit continued to contribute to the digitalization processes of the real sector during 2021 with KKB’s products and services in the areas in which it operates. While helping Turkey’s leading large-scale institutions manage their receivables risk management processes with advanced integrated systems, the Unit also promoted KKB’s services which will contribute digitally to the receivable risk management processes of small businesses through collaborations with non-governmental organizations and contributed to the digitalization process of businesses in every segment. The institution has gone to great lengths to reach businesses from every segment, primarily through joint work with the TOBB, the chambers of industry and commerce and KOSGEB.
The Electronic Letter of Guarantee Platform (ELGP) service, which carries bank letter of guarantee processes to the digital platform, was expanded in 2021, resulting in 100% growth in penetration compared to 2020. As in previous years, the ELGP has expanded to many sectors thanks to the widespread use of these institutions and companies, as well as institutions and companies which have been directly contacted by the Business Development Unit. Thanks to the introductory seminars and collaborations held in the chambers of industry and commerce, the QR Code Cheque service was introduced to different sectors, along with the ELGP and other reporting services.
The webinar series, “From the Eyes of the Sector with Findeks”, where real sector professionals share their experiences and the benefits of KKB products and services, continued in 2021. Representatives of the construction materials, energy, automotive, fast-moving consumer goods and car rental sectors described the benefits of KKB products and services in their own organizations through these events, in a way that would serve as a reference for other real sector professionals, primarily the sector in which they operate.
Maintaining its work for insurance and electronic money or payment institutions under the finance sector, the unit continued to expand its verification services in the sector in 2021.
Thanks to the receivables risk management of firms in the real sector based on Findeks data, introduction of individuals and small- and medium-sized enterprises to Findeks and increasing their financial literacy have been one of the goals of the unit. In this context, a number of system development activities were carried out during 2021, especially in the energy, agriculture, glass industry, automotive, promissory note sales and fast moving consumption sectors.
Member Channel Management Unit
The Member Channel Management is responsible for managing relations between KKB and the financial sector. Believing in the importance of contacting its members and always being accessible, KKB reaches out to the financial sector through the channels which it has positioned under the Member Channel Management Unit.
The unit provides services to banks, consumer finance companies, factoring and leasing companies, asset management companies and credit insurance companies which are members of the Borsa Istanbul, the Agricultural Credit Cooperative and the Risk Center. By contacting the members on a one-on-one basis with the member representatives assigned specifically to each institution, KKB is able to become closely acquainted with the services of KKB and the Risk Center, and directs them to make the most of these services.
In parallel technological developments and widening internet usage, KKB uses the website managed by the Member Channel Management team and which is designed specifically for members as a channel of information, notification and feedback on KKB and the Risk Center products.
In addition to managing the relations conducted with the members, the budget and sales performance of the products is also monitored regularly by the unit and efforts are being made to expand the services of KKB and the Risk Center.
Member Channel Management aims to support members wherever and whenever they need it, from the moment membership processes are started. For this purpose, the Unit contributes to the shaping of KKB products and services by organizing online meetings, one-to-one visits, working groups and communicating all kinds of feedback and suggestions from members to the relevant teams through its website.
Business Partnerships Management
Business Partnership Management, which is within the scope of the Sales Management unit, develops business models with industry-leading software houses, ERP solution partners, operators, e-commerce sites with a wide customer network and Fintechs, and works with the aim of extending Findeks products and packages to all areas.
Insurance agencies started to offer Findeks packages to their customers through a business partnership with the Turkish Insurance Agents Federation. Within the scope of the cooperation realized, insurance agency customers will now have the opportunity to manage their personal financial risks as well as learning the financial status of third parties with which they have commercial relations, and manage their receivables risks. In addition, in cooperation with mobile operators such as Türk Telekom and Turkcell, a fast and easy credit rating learning service was offered through the 1122 SMS channel, which has contributed to the spread of Findeks and the increase in financial literacy. In this context, cooperation studies are also carried out with various e-commerce sites.
Customer Contact Center Unit
The Customer Communication Center, which aims to respond correctly and quickly to the requests of individual and commercial customers, continued its activities in 2021 within the framework of this principle. The Customer Contact Center provides customer service support to Findeks and the TBB Risk Center.
In parallel with the developing technology, business processes are constantly undergoing improvement and speech analytics technology (from voice to text) is used in order to enhance the customer experience and determine customer expectations more clearly.
Sales Channels Marketing Management
The Sales Channels Marketing Management unit is responsible for managing the marketing strategies for product and service promotion processes of all Sales Management channels. The unit aims to take the activities to be carried out regarding Findeks products through internal and external communication channels to a higher level in line with KKB’s mission. It provides support and coordination in the marketing activities of all channels within the Sales Management Unit.
In order to ensure the spread of Findeks’ products and services through customer channels, the unit publishes material such as guides, presentations and brochures for banks and business partners, while also supporting marketing campaigns and events which are organized in accordance with the needs of the sales channels. In addition to the unit’s marketing activities, the sales and marketing budget and the target-realization development are regularly monitored by the unit.
Corporate Communications Unit
Sponsorship activities were carried out within sector-specific events and press conferences were held during the year. In a bid to boost staff motivation and loyalty, KKB set out an internal communication strategy and offered various training programs, activities and events throughout the year.
KKB supported the active participation of KKB Volunteers in corporate social responsibility projects by helping to create a corporate volunteering program. Additionally, KKB supported the activities of internal social clubs which aim to bolster organizational culture, encouraged voluntary participation in social responsibility projects and carried out Corporate Social Responsibility projects in collaboration with NGOs.
The Corporate Communication Unit continues its activities in order to create, protect and uphold the image and reputation of KKB and its sub-brands. To that end, it supports and carries out activities related to internal and external communication with marketing communication, visual design, press relations and reputation management and media planning teams. Within the scope of the communication activities carried out regarding KKB and Findeks in 2021, product and service promotion materials were created, media plans were set out in line with communication strategies, sponsorship activities were organized at sectoral events and live broadcast webinars were held.
In 2021, the Sustainability Report, which represents the reflection of KKB’s responsibilities to leave a more livable world to future generations in all fields of activity and the corporate culture was prepared and presented to the public.
Corporate social responsibility project studies are being carried at the same pace and the eighth edition of the “You Imagine, We Realize” competition was completed successfully.
Efforts were made to implement one of the projects which was awarded within the scope of the competition. The KKB Volunteers Platform was launched with support provided to the active participation of this platform in corporate social responsibility projects. In addition, support was extended to voluntary social responsibility projects within the institution by encouraging the activities of in-house social clubs established to develop the corporate culture, and projects were developed in collaboration with NGOs.
CRM Management and the Digital Channels Unit
Throughout 2019, the focus of the Unit’s work was on carrying out Findeks campaign management activities which included targeting and segmentation studies supported by analytical approaches. These campaigns were mainly offered through digital channels and digital marketing platforms. In addition, during 2019, the Unit continued campaign management practices and intensive work to develop and improve channel infrastructure. It also focused on data warehouse projects which will lay the groundwork for analytical studies and achieved increased campaign efficiencies through renewals and new customer analysis.
The CRM Management and Digital Channels Unit places the customer at the heart of its operating strategy and carries out new customer acquisition-oriented activities by offering the right product to the right person at the right time, in addition to increasing the loyalty of existing customers. In this vein, the unit continues to develop new communication channels and improve existing channels by following technological developments and trends.
The unit is mainly responsible for the following;
In accordance with the main strategies and targets set for 2021, the unit maintained its work on the main axis of presenting Findeks campaign management activities through digital channels and digital marketing platforms, where targeting and segmentation studies supported by analytical approaches were carried out throughout the year. At the same time, the unit organized cooperation campaigns to support dissemination and awareness by developing collaborations which will highlight the gains offered by Findeks products and services and benefit Findeks users. In addition, during 2021, a period of intensive development and improvement of the campaign management applications where products and services are offered and the channel infrastructure, the unit focused on data warehouse projects which will lay the groundwork for analytical studies. These activities are aimed at creating an early warning structure for when users leave the service, as well as using activity-based (such as on a user, offer or contact basis) behavioral segmentation with the effective use of analytical infrastructures. After the Findeks Mobile application was renewed, Findeks Mobile maintained its CRM activities to promote and encourage the use of products among new users gained with the activation of product-specific campaigns offered within Findeks Mobile. By conducting activation analysis of those owning a package, the number of users using at least one of the warning or note advisor services in the existing individual packages was increased, while usage activities were carried out through SMS, e-mail, IVN and Contact Center channels. After the activation communication, the unit aimed to obtain valuable results guiding 2022 activity planning by taking the opinions, suggestions and feedback of customers with the survey work carried out using internal resources and applications. At the same time, work continues on the development of the IVN, Pop-up and Push Notification channels in order to enhance the Findeks user experience and to meet all the needs of the digital channel diversity in line with user expectations.
The unit continued work on the development of the member-only user portal, www.kkb.com.tr/uye, a platform aimed at promoting the range of services offered exclusively to KKB members, and carried out improvements aimed at creating a fast, effective and interactive communication platform for KKB members. In addition to communication and follow-up services through the portal, the notification management infrastructure developed to monitor the issues conveyed by KKB members through this platform, work continued on increasing productivity with the frequently asked questions pool in the same department.
As part of its efforts to adapt to the mobile priority strategy, the unit continues work on bringing the mobile and internet branch channels into a manageable infrastructure with a content management system. In this context, it also maintains its strategy of enabling the purchase and use of Findeks products and services in all channels through its Omnichannel strategy. The Findeks.com website continued to undergo renewal of its technological infrastructure, taking into account current user experience trends, and carried out a number of improvements throughout the year. In particular, the product/benefit relationship was improved with the enhancements to the product purchasing phase and campaign customizations specific to the purchased products. In 2021, the user experience offered by Findeks Bilgiç, a chatbot application, was improved, allowing the chatbot to serve Findeks users naturally and without interruption.
In 2021, the unit continued development activities for the Smart CRM Application, which includes web analytics, a decision module and monitoring functions and works in integration with all internal systems, and started application development activities which include an artificial intelligence-based, real-time suggestion and offer structure which will bring the user experience to a higher level, improve operational efficiency and increase revenue. With these technological developments, the unit aims to reach users in times of need, in particular by automating campaign submissions, while continuing to develop and effectively use automation systems which contribute to in-house operational efficiency.
In addition, preparations have got underway for the dissemination of chatbot and Smart CRM applications in the other digital channels in the future.
In 2021, the unit also maintained its activities to increase the financial literacy of its followers on social media channels. In addition, Findeks accounts were adapted by following new developments in all social media accounts.
The unit continued its monitoring activities in digital channels in order to manage the corporate reputation of KKB and Findeks, to be aware of crisis moments before they occur and to provide insight, paving the way for improvements to the service level of complaint management by providing the infrastructure to track all social media accounts and comments connected to KKB and Findeks through a single platform. In addition, in 2021, the follow-up of user comments in the Findeks Mobile application market got underway and a complaint management flow was created and implemented, allowing both an increase in user satisfaction and a sharing of explanations which will guide new visitors. In addition, all records coming to the contact center were kept in Alpha and reported on a daily basis.
