Sustainable Customer Satisfaction at ING Bank with Mi4biz
In ING Bank, we talked about Sustainable Customer Satisfaction with Mi4biz.
We interviewed Mrs. Turhan Keskin on customer notification management in the banking sector. We talked about the importance of measuring and reporting the rewards they receive in customer service, the details of integrated and process-based customer complaint management…
1 – Can you provide some information about ING Bank and your department?
“In 2007, the ING Group and the Oyak Group reached an agreement on the sale of the 100% share of Oyak Bank to the ING Group. On July 7, 2008, the bank started to offer financial services to individual and institutional customers at world standards as ING Bank Turkey. As the Customer Solution Center, we work for complaints, appeals, suggestions, and requests received from all channels to be processed and to ensure that satisfaction is at the maximum level by meeting with the relevant departments. The Mi4biz program gives us a maximum benefit on the matters where we have needs in order to follow this issue more closely.”
2 – In recent years, ING Bank has received numerous awards in the area of Customer Complaint Management. How did you manage to do that? Did Mi4biz contribute to this?
“We are trying to provide uninterrupted service to our customers by integrating our customer-focused approach and understanding of quick service in complaint management with the processes of Mi4biz. Thanks to the innovations we have brought to the sector and processes, our customer complaints being resolved in a short time and our customer-focused approach has led us to make a difference in the sector. Apart from these, the feedback we receive from our customers is very important to us. We can better analyze the points on which we need to improve, and we can find the opportunity to work on them in detail. The contribution of Mi4biz is quite high in reporting customer feedback.”
3 – How do you assess the point to where the Customer Service Management has come in the finance sector? What is the intensity of use of mi4biz at ING Bank?
Is it an application used in the whole bank? We believe that Complaints Management has an important share in the entire sector. As ING Bank, we are an institution that attaches great importance to this issue with the focus of customer satisfaction with 266 branches and 1536 ATMs. We are in good position in the sector in terms of the resolution period for notifications.”
4 – In which areas do you use Mi4biz?
“We are aiming to take Mi4biz processes to every platform where the customer is found. It is easier to manage complaints from all channels with the perfect system operation and our professional team. At the same time, Mi4biz facilitates our work to a great extent in terms of the accurate reporting of notifications received by our Bank. It is a flexible application that we can direct as we want; that we can shape and make practical. We think that all our employees, in particular, should use in a structure in which we want the solution times to be at minimum levels.”
5 – Have you integrated Mi4biz with your existing systems? What did integrations provide you with?
“Yes, we integrated our systems. We know our customers, display the demand history, and provide faster service in a shorter time. Since our branches, Head Office units and Kahramanmaraş Operations Center are working on the same program, progressing from a single point facilitated our processes and our life thanks to Mi4biz.”
6 – You are open to communication from a wide number of channels such as BRSA, Arbitration Committees, call center, complaint sites, social media, digital banking (mobile application, website, internet banking), and branches. Is it not difficult to manage notifications from all these channels?
“Yes, we serve customer notifications from different channels. However, we do not have difficulties as we manage notifications from all channels on a single platform. Even if the same customer’s notifications come from different channels, we can easily track and resolve the notification history. With the Mi4biz system, we can offer our customers “Contact Us” forms, where we can receive requests from a variety of channels, such as our Web Site (www.ingbank.com.tr), our ING Mobile application, and our Social Media accounts. In this way, customers can benefit from an application where they can express their wishes and complaints no matter where they are.”
7 – Customer Service Management is a very dynamic area. Categories, channels, processes are constantly changing and increasing. When you want to make changes in your processes, how do you provide this?
“Yes, as you have stated, we have a very dynamic production. With new products, subjects, and processes, we can have titles that need to change constantly. We can do this quickly with Mi4biz without IT intervention. By designing what we need, we can immediately bring it to life.”
8 – What have you been measuring most? What is the added value that this provides for your business?
“We can easily measure the number of notifications in the arrival channel, resolution times, solution percentages, whether they are processed in a timely fashion, and which topics are most relevant. With these measurements, we can quickly identify the actions that need to be taken.”
9 – Are you able to follow delays?
“Yes, because of the product’s escalation feature we can follow this easily. We can provide timely processing within the SLAs that I determine with the departments. From the reports we receive from Mi4biz, we are able to easily determine the number of notifications waiting in which department and where we need to speed up.”
10 – In Mi4biz you can receive a lot of general reports and reports specific to your bank. Could you tell us a bit about this?
“There are many ready report features for our needs in the product structure. However, by the help of the flexible reporting feature, we can also create reports for our needs outside the ready report format. This gives us the flexibility to follow up on each area comfortably. We need a variety of reports in order to measure our customers’ satisfaction and complete the missing points, and when necessary, we can receive weekly or monthly reports on Mi4biz and make survey calls for satisfaction measurement.”
Ebru Turhan Keskin
In 1999, she started her career at the Call Center of the Bank and worked in the inbound/outbound and back-office departments. In 1999, she started her career at the Call Center of the Bank and worked in the inbound/outbound and back-office departments. She had an active role in the project of the establishment of the Bank’s Complaints Management.