Aslı Bengi
QNB Sigorta
Head of Customer Analytics and Customer Experience
Aslı Bengi is Head of Customer Analytics and Customer Experience at QNB Sigorta in Turkey. She shares her day-to-day experience with Boris Plantier from Qorus, highlighting the importance of putting the customer at the center of every project right from the start.
Please tell us a little bit about your background.
I was born and raised in Istanbul, I have a Physics Engineering Degree from Istanbul Technical University and completed my Master’s in Engineering and Technology Management at Boğaziçi University. I started my career in 2007 and led marketing, CRM and analytics teams for 13 years in Akbank, one of the top Turkish banks. I joined QNB Sigorta (previously Cigna Turkey) in 2020, and have been responsible for the customer-focused transformation of the company as the Group Head of Customer Analytics and Customer Experience. My focus has been in driving data-driven CX transformation, CRM strategies and digital innovation. As a seasoned expert in CX strategy, CRM and analytics transformation, and human-centric customer journey mapping, I thrive in leveraging data to enhance both customer journeys and business outcomes while continuing to shape the future of CX and CRM at QNB Sigorta.
What does your workplace look like?
Our workplace is a blend of both physical and digital spaces. We aim to foster collaboration and innovation in our open and vibrant office layout. We like to encourage spontaneous interactions and brainstorming sessions. There’s a dedicated area for our data analytics, CRM and CX teams where we collaborate with other crucial functions such as Marketing, Sales and IT. Thanks to QNB Sigorta’s hybrid working model, whether in the office or working remotely, I stay connected with my team through digital collaboration tools, ensuring we remain aligned and agile.
Could you describe your usual working day?
A typical day begins with a quick catch-up with my team to align on key priorities, ongoing projects and upcoming deliverables. My office schedule is mostly a mix of strategic discussions and brainstorming sessions with other senior level team members and our Executive Committee. Mornings are usually dedicated to reviewing key metrics and identifying areas for improvement. Afternoons are typically reserved for brainstorming sessions, strategic planning, or one-on-one mentoring with team members. I value one-on-one meetings with my team, and collaboration with other departments. Towards the end of the day, I allocate some quiet time to reflect on the day's insights and strategize the next steps. Every other week I create a dedicated slot for mentoring cross-functional team members as a part of our inhouse mentorship program.
What is your favorite food?
I love eating in general, but I especially love all kinds of Turkish mezes and Spanish tapas. What brings me the most joy is gathering around a long dinner table with loved ones, and engaging in meaningful and effortless conversation.
What do you do when you need a break from work?
When I need a break, I love to travel. I find that a change of scenery is both refreshing and re-energizing. Exploring new cultures and the travel experience itself are the best ways to really connect with myself and my family. For a quick break from work, I like to take a walk to clear my mind and get some fresh air. To maintain a balanced mindset, and to stay inspired, I listen to audio books and podcasts.
What is the key to building a successful team?
I believe building a successful team starts with cultivating a culture of trust, openness and mutual respect, while setting a clear vision for everyone. It is essential to create an environment where everyone feels empowered to share ideas, take risks and challenge the status quo. I believe aligning each team member’s strengths with specific roles and responsibilities not only enhances productivity, but also fosters a sense of ownership and accountability. Regular feedback and recognition are also key factors. Celebrating both big wins and small efforts reinforces a positive team dynamic and encourages continuous growth.
There is a saying that we learn more from failure than success. Tell me about one of your failures and what you have learned from it.
Early in my career, I led a CRM implementation project that, despite being technically sound, and involving many parties, fell short in user adoption at the beginning. The setback was a valuable lesson in the importance of involving end-users and customers from the start. I realized that no matter how advanced the technology, its success ultimately depends on how effectively it addresses the needs and concerns of those who will be using it daily. Since then, I have prioritized stakeholder engagement in every project, ensuring alignment between the technical solution and the user experience.
What advice would you give to someone who wants to succeed in financial services?
Financial services is a dynamic industry that constantly evolves with emerging technologies, shifting customer expectations, and regulatory changes. Developing a strong analytical mindset and being data-driven will set you apart, but it is equally important to cultivate emotional intelligence. Building strong, authentic relationships and genuinely listening to customers can provide invaluable insights that drive impactful solutions. It is important to embrace continuous learning and just to stay curious. You should not be afraid to step out of your comfort zone, because some of the best growth opportunities come from tackling new challenges.
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