The Sales Management Unit aims to make KKB a pioneer in the financial sector in terms of reputation and relationship management.

Analytical Model Development Unit

Established in 2013, the Analytical Model Development Unit’s activities are focused on three areas: Statistical Model Development, Central Decision Support Systems, and Fraud Prevention. In addition to ensuring the continuity of existing risk prediction (scoring) models, the Unit has built new models to respond to the needs and requests of KKB members. The Unit plans to introduce its various applications (including the Personal Credit Rating, Personal Indebtedness Index, Cheque Score, Commercial Credit Rating, Commercial Indebtedness Index, Personal Collection Scores, Commercial Web Score, Agricultural Loan Score, and Personal Inclination Score) to a wider audience. Giving further momentum to its innovative activities, the Analytical Model Development Unit continues working with the aim of deploying various machine learning models in 2021.

The Central Decision Support Systems applications enabled decisions involving risks to be made in a faster, more consistent, and more accurate manner for banks and financial institutions as well as factoring companies and the real sector. The team introduced Turkey’s first fraud prevention systems and focused on ensuring widespread use of these systems in 2020.

Sales Management Unit

As of 2020, Banking Channel Management, Member Channel Management, Findeks Business Development Management, Business Partnerships Management, Customer Communication Center (CCC), and Sales Channels Marketing Management Units have been gathered under the roof of the Sales Management Unit.

The main function of the Sales Management Unit is to ensure the effective management of the financial risks of banks, financial institutions, and the real sector by providing one-stop services to all KKB customers under its responsibility. One of the key strategies of the unit is to become the financial sector’s pioneer in reputation and relationship management by delivering KKB’s innovative products and services to every segment.

The Sales Management Unit conducts sales and marketing activities for all KKB and Findeks products offered to the real sector, banks, and member institutions, and individuals.

In line with KKB’s strategies, the unit focuses on acquiring new customers and offering services to existing members and customers according to KKB’s high standards. The Sales Management Unit is committed to meeting members’ and customers’ demands as soon as possible and at the highest quality. To ensure member and customer satisfaction, KKB uses its advanced technology facilities in the most effective manner. In addition, it provides for the continuous development of the human resources who provide this service. To ensure that Findeks strategic sales targets are achieved, the unit makes sure that KKB products reach their target audience by using member banks’ distribution channels, and also the Business Development and Business Partnership channels established for the dissemination of Findeks.

Banking Channel Management

The Banking Channel Management unit aims to create maximum value by directly contacting the headquarters, regional directorates, and branches of banks. It also conducts sales and marketing activities for all Findeks products available to banking customers.

The Banking Channel Management Unit works to increase recognition of the Findeks brand, establish a culture of risk management in both real sector representatives and individuals, and instill this culture in the end consumer. To effectuate this cultural change, the Unit contributes to the establishment of a partnership between the Findeks brand and member banks’ branches, and alternative distribution channels.

To ensure that Findeks strategic sales targets are achieved, the unit uses member banks’ distribution channels to make sure that Findeks products reach their target audience.

In 2020, more than 35 thousand branch-customer visits were conducted by Findeks Communication Consultants, who are in charge of improving Findeks awareness and product/process knowledge through one-on-one meetings via the banking branch channel. The sales efficiency of this channel is planned to be improved in 2021, thereby increasing Findeks’s new customer acquisition rate and existing customer penetration.

The Sales Support team pursues the mission of providing quality services on sales channels and establishes necessary coordination with the field team. It also monitors field visits and performance reports to achieve sales targets. It successfully supports the operations of the field sales team, creates reports as required for sales channels, and communicates necessary information to the field team.

The objectives in this respect include: managing the existing Findeks field team with maximum productivity and efficiency, turning Findeks into a banking product in the Headquarters business lines of banks, positioning it among products that have a sustainable growth rate, increasing awareness about Findeks, and making it more widely used in all channels, especially mobile and internet branches of banks.

Thanks to our cooperation with non-governmental organizations, KKB’s QR Code Cheque System and ELGP have also started to be widely used.

Business Development Unit

Since its establishment, the Business Development Unit has been KKB’s gateway to the real sector in terms of identifying financial risk management needs of the real sector and providing access to KKB’s services. The unit accepts real sector actors, public institutions and organizations, and non-governmental organizations as its stakeholders and carries out its efforts to manage receivable risks based on rational data, increase financial literacy via business models, establish standards in financial information sharing processes, and ensure transparency.

In 2020, digitalization has entered our lives not as a choice, but as a necessity. In its fields of operation, the Business Development Unit aimed to contribute to the digitalization of the real sector with KKB’s products and services that same year.

In this regard, the Electronic Letter of Guarantee platform (ELGP) allows the real sector to make the letter of guarantee process completely secure by digitalizing it from end to end. In 2020, major Turkish organizations in the real sector have started using the ELGP and leading the sector in this sense. In addition to the institutions and firms directly contacted by the Unit, the ELGP was comprehensively promoted to many sectors including automotive, construction, insurance, energy, and healthcare, as part of the communication activities performed via those institutions and firms in 2020, just like the previous year. Not only ELGP but also the QR Code Cheque service has been introduced to many sectors through presentations, introductory meetings, and informative activities, thanks to introductory presentations delivered at the chambers of commerce, and partnerships with non-governmental organizations in 2020.

The “Findeks Through the Eyes of the Sector” webinar series, in which real sector professionals share their experiences and the benefits provided by KKB products and services, has been planned and implemented. Representatives of the durable goods, agriculture, and automotive sectors shared the benefits they obtained from KKB’s products and services through this platform. The information they shared served as a reference for other real sector professionals, and especially other professionals working in the same sector with them.

In 2020, important partnerships have been initiated with the Presidency of the Republic of Turkey Presidency of Defense Industries, and Aselsan. The works carried out in this regard have allowed the sector to evaluate supplier risks through KKB reports.

The Business Development Unit has also undertaken proactive studies for insurance and electronic money/payment institutions operating in the financial sector and has contributed to the dissemination of verification services, which is one of the outstanding needs in this field of activity.

Efforts have continued to enable the use of Findeks in bonded sales processes of auto rental, durable consumer goods, and second-hand car sales sectors, thus also contributing to individuals’ financial literacy. The efforts made in these sectors and the widespread use of Findeks in 2019 have set an example for other sectors.

In 2020, projects were implemented with important institutions for stakeholders in sectors requiring dealer credit risk management - such as FMCG, agriculture, construction materials, automotive, and fuel oil -as well as those sectors where risk monitoring is critical. Thus, the number of Findeks-integrated systems in these business lines has been increased. These studies undertaken with the real sector in the field of risk monitoring have enabled enterprises to manage dealer risks more proactively. Furthermore, they have utilized Findeks reports as a primary evaluation tool for limit allocations and included this rating system in their corporate processes.

Member Channel Management Unit

Member Channel Management is responsible for managing KKB’s relations with the financial sector. Believing in the importance of reaching out broadly in today’s world and being always accessible, KKB reaches out to the financial sector via the channels positioned under the Member Channel Management unit.

The unit serves banks, consumer financing companies, factoring and financial leasing firms, asset management companies, Borsa Istanbul, Agricultural Credit Cooperative, and credit insurance companies that are members of the Risk Center. Member representatives are assigned to each institution and maintain one-to-one contact with the individual members. They ensure that these members are familiar with KKB and Risk Center services while guiding them to benefit from these service offerings in the best way possible.

In parallel with the rapid technological development and the widespread use of the Internet, KKB uses the website managed by the Member Channel Management team and specifically designed for members as information, notification, and feedback channel about the KKB and Risk Center products.

In addition to the management of the member relations, the unit regularly monitors the budget and the sales performance of products, while working to extend KKB and Risk Center services.

From the moment the membership process begins, Member Channel Management aims to stand by KKB members, whenever they are in need. The Unit forwards all kinds of feedback and suggestions obtained from the member base during one-on-one visits, working groups, and via the website that it maintains to the relevant teams. These efforts contribute to the development of new KKB products and services.

Business Partnerships Management

As part of sales management efforts, the Business Partnerships Channel is expected to expand Findeks products and packages to the extreme points. The channel will facilitate the development of business models together. Prospective partners include the industry’s leading software giants, which have widespread customer networks, ERP solution partners, operators, e-commerce sites that have a wide customer base, and Fintech firms.

In partnership with the Insurance Agents Federation of Turkey (TÜSAF), the unit has also started to offer Findeks packages to the customers of insurance agents. The cooperation will allow the customers of insurance agents to manage their financial risks, find out the financial status of third parties they have trade relations with, and consequently manage their receivable risks.

Customer Communication Center Department

The Customer Communication Center (CCC) aims to respond accurately and promptly to the requests of individual and commercial customers. The center continued working with this mission also in 2020. The Customer Communication Center provides customer service support to the Findeks and TBB Risk Center.

During the COVID-19 outbreak, necessary infrastructure was urgently prepared and CCC has switched to the remote working system without any interruption in services.

Processes are constantly improved in parallel with technological developments. The speech analytics technology has also been deployed to improve customer experience and determine customers’ expectations more accurately in 2021.

Sales Channels Marketing Management

Sales Channels Marketing Management is responsible for managing the marketing strategies related to the product and service promotion processes of all sales management channels. In line with KKB’s missions, it aims to maximize activities related to Findeks products through internal and external communication channels. It ensures coordination with stakeholders in the marketing activities of all channels within the Sales Management Unit.

The unit ensures that the products and services offered under the Findeks brand are promoted in customer channels. The “Findeks Digital Presentation” portal, which was developed in accordance with the latest global trends, is offered to KKB members to provide product guidance for banks and their business partners.

The Sales Management Unit formulates arguments in line with the marketing plan to support product promotion and relationship management for existing and potential customers with operations in different sectors. The unit organizes campaigns to support campaign strategies in parallel with the needs of sales channels and in accordance with the goals set in the budget and annual financial plan. In addition to the marketing activities carried out in sales channels, the sales-marketing budget and target-realization changes are regularly monitored by the unit.

It also carries out organizational activities by ensuring that KKB’s corporate values -team strength, responsibility, reputation, and continuous development- are adopted in all sales channels.

Corporate Communications Unit

The Corporate Communications Unit is responsible for creating, maintaining, and protecting the brand identity of KKB and its sub-brands. In this regard, the unit supports and conducts internal/external communication studies with marketing communications, visual design, media relations and reputation management, and media planning teams.

During 2020, KKB and Findeks communication efforts included creating product and service promotion materials, conducting media planning in line with communication strategies, organizing sponsorship activities at sectoral events, and holding live webinars.

2020 also marked the 25th anniversary of KKB. In cooperation with the History Foundation, the book named “Geçmişten Günümüze Türkiye’de Çekin Tarihi” (The History of Cheques in Turkey, From Past to the Present), which tells the long story of cheques - one of the most important means of payment in commercial life- was prepared to commemorate the 25th anniversary of our organization and shared with our internal and external stakeholders.

KKB continues to execute corporate social responsibility projects at full speed. In 2020, the seventh edition of the “You Imagine, We Realize” competition was completed. Activities were carried out to implement one of the shortlisted projects in the competition. Efforts to create a corporate volunteering program were initiated, the KKB Volunteers platform was established and its active participation in corporate social responsibility projects was supported. Additionally, KKB supported the activities of internal social clubs that aim to bolster organizational culture; encouraged voluntary participation in social responsibility projects; and carried out CSR projects in collaboration with civil society organizations.

The CRM Management and Digital Channels Unit contributes to the establishment of a special user portal (www.kkb.com.tr/en/membership) for members.

CRM Management and Digital Channels Unit

The CRM Management and Digital Channels Unit operates with a focus on new customer acquisition and with the aim of increasing existing customers’ loyalty by offering the right product to the right person at the right time. The unit, which places customers at the focal point of its strategy, continues to develop new communication channels and improve existing ones by monitoring technology developments and trends.

The unit is mainly responsible for:

• Determining strategies for the presentation and dissemination of Findeks products on digital platforms;
• Following technology developments, trends, and customer demands in line with these strategies, adaptation of identified needs to digital channels and follow-up;
• Developing, implementing, monitoring, analyzing, and reporting effective customer and campaign management techniques by combining smart technologies with analytical approaches;
• Improving performance using innovative digital publicity methods and following trends.

Throughout 2020, the unit focused on providing 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. Additionally, in 2020, the unit continued campaign management practices to offer products and services, maintained its intensive efforts to develop and improve channel infrastructure, and focused on Data Warehouse projects that will lay the groundwork for analytical studies. The unit also sustained its CRM activities in particular, which are aimed at introducing and triggering the use of products by new customers that are acquired with the renewal of the Findeks mobile application. Activation analyses conducted for package-owner customers enabled an increase in activation rate together with the utilization activities carried out through SMS, e-mail, intelligent virtual networks (iVN), and Communication Center channels. In the last quarter of the year, the unit conducted a survey using internal resources and applications to collect the opinions and recommendations of the activated customers. The survey yielded valuable results that can guide the activity plans for 2021.

The unit continued its contributions for the improvement of https://www.kkb.com.tr/en/membership which is a promotional platform for the service range specifically offered to KKB members. It also carried out improvement efforts to create a fast, effective and interactive communication platform for KKB members. In the last quarter of 2020, the notification management infrastructure developed to track the issues communicated by KKB members via this platform was also put into use on the portal. Thus, the efficiency of communication and follow-up services has been increased.

The unit continued to renew the technological infrastructure of the Findeks corporate website in line with today’s user experience trends and carried out many improvement works throughout the year. In the last quarter of 2020, Findeks Bilgiç has been launched as a chatbot application that will enrich the experience offered on the site. Preparations have started to put the bot application into wider use on other digital channels in the coming period. In 2020, the unit continued working on the Smart CRM application, which includes web analytics, decision module, and monitoring functions and works in integration with all internal systems. These efforts are aimed at developing an artificial intelligence-based application that will take the customer experience to a higher level, increase operational efficiency, increase revenue, and also comprise a real-time suggestion/bidding structure. With the automation of campaign submissions, the unit aims to reach the customer “instantly” when needed. It also aims to continue these technological improvements that increase in-house operational efficiency and ensure the effective use of automation systems.

In 2020, the unit also continued its efforts aimed at increasing the financial literacy of KKB’s followers on social media channels. It also monitored new developments closely in all social media accounts and adapted Findeks accounts when necessary.

In June 2020, the highest figures in Findeks history were reached in digital marketing in terms of cost per unit, site traffic, and web sales.

The unit continued its monitoring activities in digital channels to manage the corporate reputation of KKB and Findeks, to predict potential crises, and to provide insight. Besides, by establishing an infrastructure where all social media accounts of and reviews about KKB and Findeks will be monitored on a single platform, it has improved the service level in complaint management. With the launch of the new mobile application, customer reviews in the Findeks Mobile application market have started to be monitored. The unit has also established and implemented a complaint management flow that both increases customer satisfaction and provides explanations to guide new visitors.