Bora Üzüm is Vice President of Analytics and Data Governance at Yapı Kredi. He tells Qorus and Wavestone how they utilize data in order to enhance their customer experience.
In your opinion, how does the use of data and the personalization of offers and paths respond to development or loyalty issues for your organization? What transformation does this evolution presuppose?
In Yapı Kredi, data-driven methods have been used for personalization purposes in marketing, pricing, sales, post-sales servicing and risk management for a long time. The sense of being recognized by your bank and treated accordingly is a powerful aspect in customer loyalty. In practice, this means faster servicing, better communication and financial advantages which are building blocks of loyalty. For achieving better personalization, banks need to build software architectures that allow collecting high quality data, enable business lines to implement new ideas at lower costs, and interconnect the whole ecosystem.
