Speech Analytics Derived Sales Data Qorus-Infosys Finacle Banking Innovation Awards 2025 - Winner

Yapi Kredi is Turkey’s leading private bank with 15 million active customers. As an important part of this family, Customer relations center serves nearly with 2000 inbound and outbound agents to customers. Annually we answer 30 million customer calls. Customer Relations Center is an important sales hub for the bank; we sold 2.8 million strategic banking products last year. Since sales is a vital focus; we leverage analytical capabilities to increase sales. Using Speech Analytics, our goal is to capture potential sales opportunities. When customers call the call center, they express their needs for cash, consider using loan or mention having money in another bank and inquire about the interest rates we would offer if they bring it to us. These inquiries provide valuable insights into the customers' needs and purchase probabilities. We started by deciding which products to focus through speech analytics, we discovered that demand mostly for term deposit. We conducted a categorisation study consisting of various phrases where we can capture customers call us to inquire about rates, mention having money in other banks, or express interest in the product. Thus, we gathered potential customers for term deposit. At second stage, we shared this data with CRM teams and conducted GDPR eliminations When the data was ready for outbound call, call center’s expert teams contacted customers and made product offers. In the initial pilot, we achieved a 4% sales conversion rate from this speech analytics derived data; after various validations post-pilot, the performance increased to 5%