Turkcell Technology - Outbound Marketing Program of the Year

Company: Turkcell Technology, Istanbul
Company Description: Turkcell is a converged telecommunication and technology services provider, founded and headquartered in Turkey. It serves its customers with voice, data, TV and value-added consumer and enterprise services on mobile and fixed networks.
Nomination Category: Sales Awards Achievement Categories
Nomination Sub Category: Outbound Marketing Program of the Year

Nomination Title: Outbound Excellence

As can be expected, outbound calls have a bigshare in customer relationships in terms of sales in a telecommunication company. In previous years, customer insights were not used in these outbound calls which caused 3 major problems.Our project has an end-to-end approach that aims to solve these 3 different problems related to outbound channel:

Addressed Problem 1: In the customer service world where daily call capacity is limited, the lack of an optimization system that determined the audience that will have the highest return impact on calls.
Addressed Problem 2: Whether the customer representative assigned to the customers is in the competency set appropriate to the needs of the customer during the calls and the customer-customer representative matching is made randomly, regardless of the customer’s habits.
Addressed Problem 3: The fact that customers, who are expected to be highly likely to create value, do not have a customer service representative specially assigned to them, who can reach them without waiting in a queue when they need it, and who can manage all competencies in a call center from a single point.

Outline the nominated achievement since July 1 2019 that you wish to bring to the judges' attention (up to 250 words):

In optimum call lists created by using the optimization model in Solution 1 and the recommendation engine to bring the most accurate customer representative we mentioned in Solution 2 together with our customers at the right time, acceptance rates increased by 20% and the current call capacity started to be managed to reach the highest acceptance rates.

The unique and personal experience offered in Solution 3 strengthened customer loyalty and a 268% reduction in churn figures for the control group, as well as a 9% increase in revenue effect. In addition, an improvement of 19% was achieved in the satisfaction scores of our customers compared to the control group.

Thanks to all these processes, outbound processes started to be managed end-to-end, and as a result, approximately 38 million Turkish Lirasincome effect was created.

With the decision of the board of directors, the scope of our project was expanded and it is estimated that in 2021, revenue will be increased by %25.

Explain why the achievement you have highlighted is unique or significant. If possible compare the achievement to the performance of other players in your industry and/or to the nominee's past performance (up to 250 words):

In solution1, it was decided that an optimization model should be created. Parameter sets were created on the basis of each call type in order to establish the optimization model. Artificial intelligence algorithms that give the most appropriate and accurate results to create the model were determined by comparison tests.Past behavior trends in the outbound channel have been the most effective parameters. In the model established, in order to use the available capacity in the most optimum way, the customers most likely to accept the offer presented according to their call types were determined.

In solution2, it was decided to establish a recommendation engine, based onthe past sales performances of the customer representatives and the acceptance habits of the customers in the past. The most accurate customer-customer representative was matched with the recommendation engine created on this parameter pool at the right time. It was ensured with the algorithm that gave the best results in the tests that the calls were made at the right time with the right customer representative.

In solution3, our customers who are most likely to create value with analytical methods were determined, and a one-to-one control group was established again in order to see the effect of the new service setup more clearly. In this setup, a solution was offered to our customers with a single and dedicated customer representative. The outbound calls were made by using the optimization model in Solution 1

Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):

Detailed explanations of the problems and solutions we offer to these problems can be examined in the attachment presentation. Also working scenarios can be observed understandably with sampleillustrations.