Slide 1 Hello / 1

Hello everyone. So glad that it’s my turn. These two days, we’ve been listening

to great (greyt) speeches. Thanks to our speakers. I hope you will also enjoy

mine.

Being here with you and sharing best practices as industry(indastry) leaders is a

real privilege.(privliç)

Today I would like to share more details about Assistt customer service

methodology that has been very adventourus and a really exciting(exsayting)

story; and I will share what we have learned throughout this journey.

Slide 1 Hello / 2

Today, First I would like to give some information about my company.

Then, I will share some details about real customers’s cases and their expectations.

Second , I will show some important principles and methodologies for us.

Third, I will launch a new project that we work on it.

Finally, I will share some tips about Assistt customer experience methodology.

Slide 2 Introduce

First, I’d like to introduce my company to you, in order to express what a

gigantic (caygentik) and magnificient organization. I am sure that you know my

company very well.

We are really proud of these figures. Just keep in mind Assistt is the biggest

contact center in Turkey. It has 26 centers and more than twelve thousands

employees (imployiis)

Slide 3 The Core of Our Business

Our core business is customer service.

Whatever we do, at the end of the day we do it to improve our performance at

customer service.

Also, Customer Experience is an extremely (extremely) broad concept.

Indeed it is a real challenge to align what companies want and what the human

wants.

Slide 4 ( Expectation & Reality )

Because, inherently organizations want clarity, certainty and perfection. On

the other hand, human communication involves ambiguity, uncertainty and

imperfection.

It is quite a delicate (delikit) balance (belins). And how we achieve it and align

the needs.

I cannot tell through clichés(klişes) and generalizations (cenrilayzations).

I will share some real customers in my presentation. Real cases, real

expectations and real challenges (challengıs)...

Slide 5 Three Special ClientsAt AssisTT, among others, we have three special clients that we are delighted

(dilayted) to work with them; but these clients that bring some serious

challenges.

Because excellence customer services is indispensable for these customers.

These clients are the top service providers in their areas.

Turk Telekom, Turkish Ministry of Health, Turkish Airlines

I will share with you our approach. But first let me introduce our world class

clients to you.

Slide 6 VideoSlide 7 Turk Telekom is One Of The Top Brands

Turk Telekom is one of the top brands in Turkey, and the leading telecom

service provider.

Slide 8 Turk Telekom Has A Deep-Rooted History

As I said, Turk Telekom is the biggest service provider in Turkey. It has a deep-

rooted history.

It offers customers fixed line, mobile, data, internet services and new telco

products with more than 30 thousands employees. Turkey population is 80

million, More than half of the population is its customer.

Naturally, working with Türk Telekom is both an honour (anır) and privilege.

(privliç)

Slide 9 Turkish Ministry Of Health

Turkish Ministry Of Health is one of the biggest accounts of AssisTT.

Here, our customers are the whole population of Turkey , 80 million people

which means we provide service for the whole country.

And the subject is health.

Let’s look at some statistics.

Slide 10 CDAS with Numbers

Huge (huyç) volume. (valyum)

Slide 11 Sytems Availabilty

That’s why we deliver high quality customer services such as:

I believe these figures are quite exceptional.(ekseptionıl)

Slide 12 Turkish Airlines Customer Expectation

Now comes a client where the customer expectation is beyond the clouds.

(klouds)

I would like to say at this point, all our clients are important for sure.

We deliver our best performance for each and all of them.

However, I would like to share more details about one real customer.

This customer is…

Slide 13 National Flag Carrier of Turkey

Turkish Airlines.

It’s the national flag (fleg) carrier (keriyir) of Turkey. It has received numerous

(numorus) awards (aowords) all around the world for being the best airline.

Obviously, I would like to say that Turkish Airline gives more importance to its

customer services.

Slide 14 Turkish Airlines Has Expanded Through The Years

Let’s see how Turkish Airlines has expanded through (thru) the years.

it’s world’s number 1 airline flying to the highest number of destinations. So,

our customers are truly global(globıl)

Slide 15 The Number of Agents Doubled and Reached 664.

The last 9 years we have been working with Turkish Airlines. The number of

agents doubled and reached 664.

At this point, I would like to say that these are no ordinary agents.

They are selected and trained (trained) for only and only Turkish Airlines and

no other agent can be transferred from other accounts.

We require all our agents to internalize(inteörnalaz) the standards(standairts),

principles,(prisnsipls) measures (miyjırs), criteria and adopt the culture of

Turkish Airlines.

Slide 16 We Tell Our Agents to Use Their Good Judgement

Among those principles, we tell our agents to use their good judgement in all

cases and satisfy the customer at all costs! And, there are no additional rules!

We have a special complaints team. They work very close with Turkish Airlines

teams. These teams only care about customers. They don’t answer to anyone

at higher level, even the Board of Directors.

This team use initiative and offer alternatives to satisfy the complaining

customer.

For example; a woman falls down at an airport and breaks her leg. Her son

cannot reach his mother. Normally, you don’t call contact center. He calls our

customer service line. We direct (dirrect) teams to find her, organize

emergency (imörgncy) medical treatment and take her to her son. This is not

written (ritin) in the processes but anytime such a thing happens we are there

for our customers.

Slide 17 We Believe That Bad Customer Services

Because we believe that bad customer services cost more than good customer

services.

Indeed good service has a cost. But our data demonstrates that superior

(superiar) service is an investment that can help business growth.

Investing into quality and training provides excellent service experience.

Slide 18 Training Processes Are As Transparent As Possible

Our training processes are as transparent as possible. Our client can visit our

training classes and monitor (monito) the activities whenever they wish.

The success criteria (cry teria) is also high. An agent can pass a training with

minimum 80 points out of 100. If they get points between 60 and 80, they get

another chance (şahns)

If they get below 60 points. They are directly eliminated. Unfortunately.

Slide 19 Each Agent Has To Go Through A Training

Marathon.

Each agent has to go through a training marathon. (merethon)

For example, if agents had not yet work at the domestic line and been

evaluated (ivalyuated) successfully. They can not work at international calls.

They need to spend a certain amount of time and gain enough experience.

It takes about 9 months to gain expertise (expörtis).

Slide 20 Inner Drive

Now, In this part I would like to show some crucial (kuruşıl) principles for

Assistt. We strictly follow them.

First, Inner Drive:

We believe that in order to give real service you must add sincerity (sinserity)

and integrity

We expect our agents to keep the customers happy

Slide 21 Thank Your Customer for Complaining and Mean İt.

Second, Thank your customer for complaining and mean it.

According to statistics, most of the dissatisfied customers just go away and

never give feedback.

That’s why we see the complaints as another opportunity to increase the

overall customer service performance.

Slide 22 Third: Don’t Be Afraid to Try.

Third: Don’t be afraid to try.

The difference between try and triumph is a little umph.

Ofcourse, not everyone who try could triumph (triamf). But If you believe what

you’re doing and do your best, there is no reason for not succeeding.

Slide 23 And Last: SmileThis is one of our mottos (matos) on handling complaints.

Even if the customer was aggresively complaining before, positive attitude is

the key to gaining that customer back

Slide 24 Customer Experience Design Directorate

Up until now, I have been trying to explain what we are doing at the

frontstage. What about the backstage. Let’s look at the backstage.

We established (establişhıd) Customer Experience Design

Department(Dipartmint) in our organization.

We provide customer experience consultancy to our clients. Our target is to go

beyond providing seats, locations and agents.

By doing this, we not only increase the customer satisfaction but also gain a

competitive advantage in their sectors.

We do this consultancy by 3 components (kamponents).

Slide 25 Customer Journey Map (Mep):

We design customer journey maps(meps). We try to understand and discover

customer feelings and attitudes through one to one customer interviews.

(intorviews)

The most essential thing is face to face interview. (intorview)

By doing this we can indicate everything on a single map. What the customers

do, how they feel and think, challenges and opportunities.

As a consultant, we share actions to be taken in order to decrease customer

effort (efirt) and increase first call resolution.

Slide 26 We Design Service Blue Prints.

Our target is to design new services which are easier, user-friendly and

beneficial for consumers, And efficient, profitable (profitibil) and sustainable

for our clients.

We can re-design the processes and systems at both front stage and back

stage.

Slide 27 Customer Satisfaction Research:

We design and implement customer satisfaction research for our clients as a

professional service.

Through Customer Satisfaction Survey, We bring the voice of their customers

into their company.

As a consultant, we enable them to understand their strengths and

weaknesses.

Slide 28 Customer 360 / 1

I would like to draw (dro) your attention to this breakthrough Project.

We work hard to increase the customer awareness (ıveeyırnıs) of our

employees.(imployiis) We would like to ensure that customer satisfaction is in

their mind, in their hearts.

There are three steps.

First Step, Agent Observation During the call, our agents observe (obzorf) the

satisfaction level of the customer. It is agent’s personal observation. At the end

of the call, agents enter a satisfaction score. If the score is between zero to six

agents can enter an extra information.

Slide 28 Customer 360 / 2

So, the agent not only observes the customers’ reactions but also tries to

increase the satisfaction level during the call. This is first step for us.

Second step: We conduct (kondakt) a satisfaction research with the customers

for the same interaction. By doing this we compare the score given by both the

customer and the agent.

Moreover, when our quality teams evaluate (valuayt) the same call, It is a

seamless opportunity for us. Because we get three types evaluation for the

same call. Ofcourse, Here is the crucial element ( elemınt) is the dedication of

our employees.

Slide 29 Empathy / 1

And Last; Empathy (empati) is the real key for being successful at customer

services.

It starts with listening not just with ears but also with the heart.

You have to feel what your customers feel.

Only then, you will help your customers and make them happy.

Success will automatically follow.

To do that Our CEO has changed his title. He is no more Chef (Çif) Executive

Officer. Now He is Customer Experience Officer.

Slide 29 Empathy / 2

We realize that cooperation among both customers and business units is

essential. To do that we need to have open communication and employee

support. This way we can take into the consideration all ideas. To meet

customer needs and integrate customer’s expextations into the company we

keep customer perspective alive in our company.

I would like to share a brief video on our approach to customer service.