Kerem Coskun

Bankassurance Strategy Design & Management Defining & implementing Customer / CRM strategy of the Company & aligning it with corporate strategy. Designing following models within the scope of the biggest Bankassurance Project in Turkey with Garanti Bank:
o Customer segmentation and segment based strategies in alignment with the Bank.
o Customer interaction history and corporate memory creation.
o Insurance specific Bank Branch segmentation and segment based strategy / tactics development for Bank Branches
o Customer focused claim management strategy in bankassurance
o Lead management system
Operational CRM Management Chief responsible of Microsoft Dynamics CRM tool enterprise-wide implementation with 500+ users; biggest outsourced project of company history. Managing company-wide operational CRM efforts including definition of business requirements, negotiations with third party solution providers / IT Department, vendor selection, change requests, scope modifications. Understanding business requirements and designing all developments / modifications for systems, screens and interfaces used by customer facing staff such as call center and sales regions. Ensuring the developed systems met business expectations and requirements. Administering lead management system to efficiently utilize both internal and Bank originated sales leads to sales channels
Analytic CRM Management Chief responsible for all customer analytics efforts in company including designing, developing, implementing & ensuring the effective use of descriptive / predictive models. Acting as an internal consultant to support other Marketing teams based on analytic study results. Analytic models that are built or planned to be built in 2014 business plan are as follows:
o Customer segmentation
o New sales targeting for casco and health products
o Up-sell and cross-sell propensity models
o Next Best Offer
o Churn prediction and retention prioritization
o Collection from cancellation
o Price elasticity
Customer Satisfaction Management Responsible for end-to-end customer complaint management process, improvements based on customer feedback & resolution of all complaints with 100% customer satisfaction and within related SLAs / KPIs. Owner of 300K TL customer satisfaction budget to intervene business operations in case customer is not satisfied with company practices. Achieved 70% decrease in customer complaint numbers, 57% decrease in complaints per customer figures and a 2% increase in overall customer satisfaction according to TMME (Turkish Customer Satisfaction Index) Conducting claim customer satisfaction surveys and managing the feedback loop to improve business processes according to customer comments. Handling relations with governmental (e.g. Undersecretariat of Treasury) & other consumer organizations (e.g. Consumer Board) on customer related issues.
Customer Experience Management Responsible for Customer Experience improvement and leading a cross-functional task force taking action on areas including agent trainings, customer communications, partnership with GSM operator, SLA definitons etc. Coordination of market research activites, interpretation of results & taking actions based on findings. Cooperating with Assistance firm to improve services such as replacement car, ambulance, locksmith etc.
TTNET,

Management & Coordination of Customer Segments Responsible for implementation of residential & corporate customer segmentation. Created & aligned business strategies for customer segments. Responsible for creation & implementation of all business decisions derived from customer segmentation
CRM Business Lead Chief Business Leader for all CRM activities in TTNET including companywide CRM module implementation. Designed business cases and overall structure of the in-house CRM module to be used by complany-wide scale. Consolidation of business requirements from Marketing Department and ensuring requirements are met. Negotiated the implementation of CRM activities between business units and Operations.
TTNET “Programme One” Leader (Biggest Convergence Project in Turkish Telecom History) TTNET Single Point of Contact & Chief Responsible for “Program 1”: aiming effective delivery of customer oriented capabilities & delivery of synergies across the wider TT Group. (e.g. Turk Telekom, Avea & TTNET.)

Customer Data Strategy Implementation - Turk Telekom, Istanbul / Ankara...May 2009 - December 2009 Responsible for coordinating implementation of 13 different customer data strategy projects as PMO. Providing advisory support to project teams and risk management of overall program. Supporting design processes in planning, business requiremements & processes, training, metrics, monitoring.
Contact Center Strategy - Qatar Telecom, Doha...February - May 2009 Led Complaint Management Workstream of project (1 of 3 workstreams and supported strategy design of Outbound and Inbound Contact Center.) Designed all Complaint Management processes and module of Contact Center Designed Contact Center operating model including vision & strategy definition, business processes, KPIs, SLAs, organizational model, job descriptions, team charters and rightsizing model. Created roadmap for Contact Center implementation including prioritization, dependencies & resource planning.
PMO & Customer Data Strategy - Yapi Kredi Emeklilik, Istanbul...November 2008 - February 2009 Led Customer Data Strategy Workstream of project (1 of 2 workstreams) and supported PMO function. Setup PMO Function & led the initiation of 6 YKE projects on segment strategies and churn management. Provided all advisory services to project teams including execution support for segmentation & churn models. Developed Customer Data Strategy along with business rules, standards, methodology & metrics. Performed analytical & empirical data quality analysis followed by creation of customer data strategy roadmap.
Customer Profiling Strategy - Saudi Telecom Company, Riyadh...June - November 2008 Led the project end-to-end including client communication, presentations, deliverable development...etc. Designed ideal customer data set for STC, profiled customer types & developed profiling/data strategy roadmap Designed CRM and Customer Strategy of STC for different customer profiles and devised implementation plan Led business development by preparing Response to RFP resulting in follow-up project worth app. $3 Million.
Reengineering Product Origination Process - Isbank, Istanbul...January - June 2008
Reengineering Branch Sales Origination - Isbank, Istanbul Led all investment, foreign trade, promissory notes, commercial credit products origination process phases. Analyzed current sales origination processes, identified pain points & proposed appropriate solutions. Designed new product & branch sales origination processes along with to-be electronic/paper forms & screens. Developed Business Architecture Documents, Business Cases & Use-Cases for several products/services
Alternative Delivery Channels Strategy - Isbank, Istanbul...September 2007 - January 2008 Identified Isbank’s Alternative Delivery Channels Strategy for the long term and developed roadmap. Led technology assessment, customer experience improvement & roadmap development phases of the project. Defined segment based ADC Strategies including ADC Pricing & Segment Migration Strategies. Implemented new organizational design for ADC Department and related business units by defining new organization charts, business processes, SLAs, FTEs, job descriptions and KPIs.
Execution Plan Management - Isbank, Istanbul...September 2007 Assisted shadow managers on project including preparing and conducting workshops and deliverables

Sales Budgeting, Sales Planning & Pricing Assisted sales & marketing strategies development and researched new market & product opportunities. Managed sales budget, projections, customer database and monitored dealer network.
Export Operations Coordinated operations with HC Trading (exclusive trade partner) and assisted preparation of proposals at spot sales.
Revenue & Risk Management Monitored customer risks and coordinated sales regions on revenue & risk management.
Reporting & Presentation Prepared periodic market & competitor analysis and managed relations with governmental organizations.
Project Management Coordinated business development projects and led Customer Value Added (CVA) Services Project.

Extensive Training on Finance & Banking