Garanti’de İnovasyon 1. Garanti’nin inovasyon anlayışı ve yaklaşımı

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0 Garanti’de İnovasyon Şebnem Dönbekci 26 05 2008, İstanbul
Good afternoon ladies and gentlemen. First of all I would like to thank the chairman for the kind introduction. It is an honour for me to speak at this distinguished event organized by IBM in this beautiful city and I hope to meet the expectations set from what I see are quite high.

1 Garanti’de İnovasyon 1. Garanti’nin inovasyon anlayışı ve yaklaşımı
2. İnovasyon yolculuğumuzdan örnekler 3. İnovatif ürün ve uygulamalarımızın iş sonuçları The challenge is growth, sustainable and profitable growth. And it is recognized by all industries nowadays that the only way to achieve sustainable and profitable growth is through differentiation. Only those companies which can differentiate their offering from the competition can grow profitably and the key to differentiation is innovation... So our challenge as well as yours and many others in the markets today is to innovate for profitable growth... And once we achieve that, we still need to continue to innovate, we need more and more innovation to sustain that profitable growth. Innovation must become the way we do business. Today I will be talking briefly on our understanding of innovation and how we actually do it. I will take you through our innovation journey and give some highlights on our innovative products, services and processes. Finally I will be talking about some of our business results to assess the growth and profitability consequences of innovation.

2 İnovasyon: Değerin peşindeyiz
Müşteri ve kurum için “değer”i tanımla “Değer”i ürün, hizmet ve iş modellerine dönüştür Müşteri ve kurum için “değer”i yarat Innovation for us is to know the customer and to define the value for the customer. The value can be the return, the economic benefit, the convenience or the improvement for the customer. There should be a clear value and the customer must be able to see it clearly. This is a prerequisite for all the products, services and processes we develop. Simplicity in this respect is a key factor in the success of innovation together with the clear value proposition. We have had experiences in the past that highly engineered products even if they do offer many additional features and extra value for the customer do not sell if the consumer has difficulty to see through it and cannot understand it. We believe that products and services developed with this understanding create value both for the customer and for the business. In fact we are in search of value, value for the customer, value for the business and that is what prompts innovation in our organization.

3 Farklılaştırılmış Değer Önerisi Yüksek Etkinlik ve Üretkenlik
Neden inovasyon? Farklılaştırılmış Değer Önerisi Müşteri ihtiyaçlarını ve isteklerini anlayarak Rahatlık ve kolaylık sağlayarak Müşteri Gelişim ve Yenilik Teknolojiyi kullanarak, iş yapma yöntemlerini geliştirerek Kurum Innovation has two dimensions at Garanti. The first one is innovation for the customer. We continuously develop new products, services and experiences to support our brand and to differentiate from our competitors. One of our brand promises is to deliver convenience to our customers and to make their life easier. In order to deliver on this promise we put the needs and wants of our customers at the very heart of our business. We aim to increase the satisfaction and loyalty of our customers to gain their advocacy. We have started to measure Net Promoter Score, the recently emerged advocacy metric, and we see that almost half of our retail customers recommend Garanti very strongly to their friends and family. The second dimension is innovation within the business to increase efficiency and productivity. We track the technological developments on an on-going basis to foresee the opportunities that could arise from them. We develop our own technology to improve our way of doing business on a continuous basis. Yüksek Etkinlik ve Üretkenlik

4 İnovasyonu nasıl yapıyoruz?
+ a b Fırsatları Belirlemek Çözümler Üretmek Sürekli gözlemlemek Değişimi öngörmek Teknolojiyi ve gelişmeleri takip etmek Olası çözümler için sürekli arayış Teknolojiyi kullanmak Yeni iş modelleri yaratmak = c In order to generate value whether be freeing up time, delivering convenince, making banking easier or creating economic value for the customer and for the business we focus on two things mainly. Spotting the opportunities and once we see an opportunity that can be fulfilled looking for possible solutions and leveraging the technology for the best solutions. In fact there is a process which enables us to see these opportunities and search for solutions. Değeri Yaratmak Rahatlık ve kolaylık sağlamak Zaman yaratmak Müşteri ve kurum için ekonomik değer yaratmak

5 İnovasyon süreci İhtiyaçları Farketmek Fikirler Fırsatlar
İnovasyon Süreci ve Organizasyon Ürünler Hizmetler Süreçler İnovasyon Kültürü Geliştirme ve Uygulama Müşteri İçgörüsü Çalışan önerileri, yarışmalar Konsept Geliştirme Kategorizasyon, uygulanabilirlik, fizibilite analizi Bankacılık Tecrübesi Ürün bilgisi, uygulamada uzmanlık ve hız Müşterinin Sesi Müşteri araştırmaları, gözlemler Organizasyonel İşbirliği Proje takımları, atölye çalışmaları Teknolojide Uzmanlık Teknolojik gelişmeleri bankacılık uygulamalarına dönüştürmek The process itself relies upon our innovative corporate culture. Findings from a variety of sources such as employee suggestions, customer surveys, observations, technologic developments and macro trends are gathered and translated into ideas. The innovation process categorizes these ideas and translates into opportunities. We also make an assessment for applicability and economic feasibility both for the customer and for the business as part of the process. We start working on some of them today but we also greenhouse those ideas which are not applicable or feasible today for a future possibility. Our organizational competencies, the project teams where people from a variety of disciplines participate and the workout sessions with the frontline staff are crucial for us to run this process. We strongly believe that the involvement of the frontline is specially critical as they are the ones who have a direct communication with the customers. We also have a number of specific departments which undertake this process such as Research&Development, Product Development, Process Development and Branchless Banking. This also makes the organization much more focused on innovation. Once the opportunities are defined and assessed we use our expertise in banking as well as in technology to implement the new products, services or processes. We fully integrate IT and business as I had mentioned at the very beginning of my presentation. This integration results in both best-in class outputs as well as fastest time to market possible. Speed matters when we talk about innovation in today’s markets where the flow is so fast. Teknolojik Trendler Yeni teknolojiler, gelişmeler Makro Trendler Demografik, davranışsal, kültürel değişimler

6 Nasıl fikir üretiyoruz?
Müşteri 18 bin müşteri ile 8 araştırma Net Promoter Score Müşteri Deneyimi Komitesi (MDK) Ayda 200’den fazla öneri Başarı Programı’na aday öneriler “Ayın konusu” ADK için 3 haftada 2,000 öneri Çalışanlar tarafından oylanan 7 finalist Üst Yönetim tarafından seçilen ilk 3’e ödül Ayda ’den fazla müşteri şikayeti Müşteri geribildirimlerinin MDK’da analizi ve tartışılması I want to elaborate a little bit more on the generation of the ideas, if you like the ideation phase. We adopt both an inside out and outside in approach for ideation. We internally gather suggestions from our employees via our Önersen “you propose” program. Since its relaunch with additional features such as the subject of the month and nominations to the bank-wide Success Program we have received 600 suggestions in less than 3 months. 10 of them are nominated and 11 of them will be developed into new services, products and processes. Some 60 of them are already being developed in the ongoing projects. Another initiative “generate ideas to differentiate” for alternative distribution channels was organized as a contest with a prize. Almost a thousand ideas were collected and an inital voting was done by the employees to select the finalists. Among the 7 finalists the top 3 ideas were selected by the senior management. One of them was the insurance product for security at our internet branch, the second was foreign currency buy and sell at the ATM as an additional feature and the third one was to be able to send an to the relationship manager in the branch while logged-in at the internet branch. We also have an R&D team at Garanti Technology that focuses on technologic trends and developments. They have many links in the IT industry and cooperate with the leaders in the market as well as research and consultancy firms. This team together with 250 developers brings in the best-in-class IT solutions. To get the customer view for an outside in view we observe the behaviour of our customers and also survey them using various methods. We speak to some 10,000 customers a year. We also started a Net Promoter Score study and we have talked to some 6,400 customers to get insight on their experience. We also have a complaint hotline that receives feedback from 30 thousand customers monthly. We analyze the data to learn more about the customer experience. All the customer feedback we collect is discussed at the Customer Experience Council where actions for a better customer experience is decided upon and followed-up. 40 araştırma uzmanı, 250+ iş analisti Endüstri liderleriyle ortaklık ve işbirliği Teknolojik gelişmelerin sürekli takibi İnovasyon süreçlerimizi ve yeteneklerimizi geliştirmek için sürekli çalışıyoruz.

7 İnovasyon alanları Ürünler Hizmetler Süreçler
We innovate in three areas mainly, products, services and processes.

8 İnovasyon yolculuğumuz: Bankacılık ürün ve hizmetleri
ATMler’de Bozuk Para Kutusu 5 dakikada Kredi Mortgage Ürünleri Minibank ATM’de Kartsız Trx Cep Şubesi g’bank Cep Bankası Ünibank Internet Şubesi Alo Garanti ELMA The first journey highlights some products and services we developed to provide convenience to our customers. ELMA was the very first Excess Liquidity Management Account in the market. It was a real convenience product specially for the retail customers as they did not have to worry any more about their payments or about their cash flow and the excess cash in their accounts would be converted into liquid funds where they would also earn an interest. By launching the call center and internet branch towards the end of 1990s we provided speed and convenience to our customers. We also created sales opportunity in these channels to fuel our growth in the later years. Lifetime banking programs, minibank for kids, g’bank for youth and unibank for university students were developed to meet the needs in different life-stages taking into consideration the move between these life stages. We combined the increasing usage of mobile phones with banking needs and developed Cep Bank, the Pocket Bank. It is the first service in the world which can transfer money using the mobile phones. A Garanti customer can send money to any mobile phone user through his/her mobile phone. The person to whom money is transferred is sent a passcode and can withdraw the money from any Garanti ATM with that passcode. Here is a commercial in which you can see how it is used. Some 150 thousand people have used this service for more than half a million money transfers since its launch. They saved money and time using this service and we made their life easier. We developed the first cardless transaction applications on the ATM. By introducing cardless trx, bundle cash-in ATMs and the coin dispensers we made the ATMs available for both non-customers and customers for all their payment needs 24 hours a day, 7 days a week. We made banking easier and cheaper for everyone, not only for our own customers The 5 minutes personal loan product which enabled our customers to apply for a personal loan by sms from their mobile phones, through ATM and internet with only very little basic information and get a pre-approval in only 5 minutes also made their life easier and met their needs fastly. With the introduction of the mortgage we developed more than 30 mortgage products which will adress different needs of our customers. Again we did it much more faster than the competition and our brand stood out as a pioneer and innovator in this market. Lastly we were able to carry the functionality of our very popular internet branch to the mobile phones by launching our Cep Branch, Pocket Branch, again for the convenience of our customers.

9 İnovasyon yolculuğumuz: Kredi kartı programları
Bonus Trink! Çevreci Bonus Bonus Trink! GRP Aynalı Bonus Flexi Bonus lottery Filo kart Bonus Business Bonus marka büyümesi Extended limit Bonus sanal kart Bonus hediye kartı Bonus plus & premium Bonus Academy Bonus Card chip okuyucu Bonus Card Another innovation journey in which we had great success is the Bonus credit card loyalty program. Before 2000 the credit card market in Turkey had steady growth in terms of both the number of cards and the usage. The sector had conventional reward programs that was based on earning points and redeeming via gift catalogues with no significant difference between the cards. Bonus was a breakthrough innovation in this market which really changed the market place and redefined the rules of the game. As the first multi-branded chip credit card in Turkey Bonus is a flexible and very easy to use reward and loyalty program for both consumers and the merchants. Its main strength is to provide tangible financial benefit to the customers and strong marketing support to the partner merchants. The Bonus card holders can earn bonus by every trx they make at more than 32 million sales point around the world. There are more than 50,000 merchant partners where the card holders can earn extra bonus and can redeem their collected bonus against their trx. The partner merchants can also offer the card holder installment facilities which is a crucial issue in a high inflation economy to increase the purchasing power. The partner merchants are also able to attract customers with the strong Bonus card brand via campaigns, merchandising and CRM facilities provided by the program. Bonus also offers a smart shopping platform to the customers by communicating them in their statements their total spending in various categories together with the additional benefits thay could have got if they had made their purchases through partner merchants. We show them smarter ways of spending to earn more bonus. Even the receipts are used innovatively to communicate the benefits and the campaigns and even for a lottery game. Bonus brand extensions provided a multiple innovation platform by adding new features such as the extended limit facility which can be used for sales finance at the point of sales or the Bonus Plus and Bonus Premium programs which make it possible for the high bonus earners to earn more and more bonus. Flexi followed the Bonus and it is the first credit card in Turkey the customer can define all features including the campaigns, bonus rate, the interest rate on the card and even the design of the card. And most recently Bonus trink the first contactless credit card in Europe is launched. It can be used at partner merchants where a Paypass card reader exist for trx up to 30 USD without pin or signature. Here is a commercial on that launch. Together with the wrist watch there are also two other forms of Bonus trink. One is the keyholder and the other is a sticker which can be put on the mobile phone or elsewhere. Bonus was first shared by Denizbank and later on by TEB on our systems by forming its own settlement system, the Bonus Net. Nowadays the Bonus brand is being exported to banks abroad as they becomer part of the Global Reward Program GRP. Sharing a loyalty program internationally will be another first by Garanti. 

10 Görüntü İşleme Uygulamaları
İnovasyon yolculuğumuz: Bankacılık uygulamaları Blackberry “İlkleri” Nokta Atışı Görüntü İşleme Uygulamaları Gişesiz Şube Kimlik Tarama Ürün Öneri Sistemi Satış Fırsatları Qmatic We also develop our applications and processes to improve the productivity and efficiency of our business by taking our customers into consideration. To name a few we were the first to use a segment based prioritization system in our branches. Our most valuable customers are served first at our tellers by the use of this application. By using our analytic CRM capabilities we can determine which product or products are most likely needed by our customers. We have developed multi-channel CRM applications through which we can pass this information to all customer touch points. These applications make our sales efforts much more productive, enable us to monitor our sales perfomance effectively and above all make it possible to have a consistent and sychronized multi-channel relationship with our customers. Our branches have been transformed and have become sales and relationship management focused rather than operations focused in the last decade through a series of projects and initiatives. In order to centralize the operations we have developed image processing and data recognition applications and created a paperless environment. We minimized operations in the branch and by reuse of the scanned ids and documents from each and every branch we can serve our customers faster. In order to enable our frontline staff to reach customer and MIS information from wherever they are we carried both banking information and market information to their blackberries. Recently we started piloting a tellerless branch where we have integrated the ATM with the systems applications used by the Sales Reps in the branch. We are able to provide most teller services to customers although we don’t have an actual teller in the branch. We are also working on new applications to spot those customers who use the self service ATM s or internet kiosks in our branches and pop-out messages to the sales reps in our branches if we believe that we need a human contact with that customer for a special offer.

11 Marka değerlerimiz Hızlı Hizmet İleri Teknoloji Kolaylık
As a result of our innovation journey we see that brand delivers convenience, fast service and advanced technology. These values in fact differentiate us from our competitors.

12 Büyüme için inovasyon Müşteri Sayısı Internet Müşterileri 1 Milyon
%133 %455 3 Milyon 180 Bin 2002 2007 2002 2007 ELMA Kredi Kartları 6.5 Milyon 1.5 Milyon As a result of the innovations in products, services and processes we were able to outperform the market in growth. The number of our customers more than doubled. We saw a stunning growth both bin the number of internet branch customers and ELMA our Excess Liquidity Cash Management Account customers, the two products which deliver convenience to our customers. Together with Bonus credit card loyalty program we have almost tripled our market share and as mentioned we became the firm market leader in acquiring and we are almost there to become the market leader in issuing. %710 %182 2.3 Milyon 185 Bin 2002 2007 2002 2007

13 Verimlilik ve etkinlik için inovasyon
Şube İşlevsel Dağılımı Merkezileştirme Oranı %97 Ops 30% %30 %77 %54 54% 97% 77% 70% %70 %46 Satış 2002 2007 2002 2007 Ops Merkezi İşlem Adedi Günlük İşlem Adedi / Çalışan 51 Milyon %96 480 %78 Innovation for profitable growth also requires operational efficiency and productivity. As previously mentioned our branches have become customer centric with the decrease in the operations. The current branch functional composition is around 30% ops and 70% sales and relationship management. We owe this to our 97% centralization ratio. The number of trx at the ops center has increased from 26 million in 2002 to 46 million in 2006, a 77% increase that we owe to both increased centralization rate and also the overall growth of the bank. Although the number of trx icreased by 77% the number of employees has only increased by 4% in the same period thanks to the 69% increase in productivity which is a result of the innovative technologies and processes. 26 Milyon 270 46 Mio 456 26 Mio 270 2002 2007 2002 2007

14 Garanti’de İnovasyon 1. Garanti’nin inovasyon anlayışı ve yaklaşımı
2. İnovasyon yolculuğumuzdan örnekler 3. İnovatif ürün ve uygulamalarımızın iş sonuçları The challenge is growth, sustainable and profitable growth. And it is recognized by all industries nowadays that the only way to achieve sustainable and profitable growth is through differentiation. Only those companies which can differentiate their offering from the competition can grow profitably and the key to differentiation is innovation... So our challenge as well as yours and many others in the markets today is to innovate for profitable growth... And once we achieve that, we still need to continue to innovate, we need more and more innovation to sustain that profitable growth. Innovation must become the way we do business. Today I will be talking briefly on our understanding of innovation and how we actually do it. I will take you through our innovation journey and give some highlights on our innovative products, services and processes. Finally I will be talking about some of our business results to assess the growth and profitability consequences of innovation.