Customer Satisfaction and Experience

Customer Satisfaction and Experience Management

Ziraat Bank evaluates customer satisfaction and experience in line with its corporate governance approach, alongside the principles of security, accessibility, and sustainability.

Customer notifications sent to the bank are carefully reviewed by specialized units and resolved as quickly as possible. Customer experience management is positioned as a critical input that feeds strategic decision-making mechanisms, beyond being an operational process. While the customer satisfaction rate has increased compared to last year, the customer feedback resolution rate maintains its leadership this year.

Customer-Focused Strategic Management and Multi-Channel Service Model

Ziraat Bank shapes its customer-focused strategic management approach by integrating it into its daily operations within the framework of customer satisfaction and customer experience. Accurately analyzing customer expectations and seamlessly reflecting them in the service provision process is one of Ziraat Bank's priorities.

In this context, customer needs and expectations are regularly analyzed. The goal is to offer the most appropriate solutions and value propositions through the most suitable channel. Ziraat Bank aims to provide a consistent, seamless, and personalized customer experience across branches, call centers, and digital channels by adopting a multi-channel service model.

Information Security, Service Security, and Protection of Personal Data

When delivering customer experience, information security and service security are among the priority areas. Banking services are conducted in accordance with the principles of processing, transferring, deleting personal data in a lawful manner and ensuring data security, as stipulated by the Personal Data Protection Law No. 6698 and related subordinate regulations. This approach supports the protection of customer trust and the sustainability of the experience.

Customer Notifications and Feedback Management

Various processes and practices are being implemented across the Bank to improve customer experience. The goal is to resolve customer requests as quickly as possible, preferably on the first call. All calls are handled in accordance with established service standards and quality criteria. Calls are regularly evaluated by quality teams and supported with feedback.

Customer representatives receive regular training in product knowledge, process management, and communication skills, with the aim of developing effective listening and solution-oriented communication competencies. Service quality is measured regularly through customer satisfaction surveys conducted after each call.

Complaint Management and Corrective-Improvement Actions

Customer feedback is considered one of the key inputs for process improvement efforts. Increasing positive feedback and analyzing and addressing the root causes of negative feedback are prioritized. Following reviews, customer-specific feedback is provided to enhance satisfaction and loyalty. Customer complaints are subject to preliminary review by the receiving teams. Depending on the nature of the reports, they are shared with specialist teams, and feedback is provided to customers in line with the actions taken. In the context of negative feedback, an analysis is conducted to determine whether the problems experienced stem from customer-specific reasons or general process-related factors. Based on the results of the analysis, the necessary corrective and improvement actions are planned and implemented.

Feedback to customers resulting from complaints and requests is provided through the channels preferred at the time of notification. Customers can send feedback to the Bank via the call center, branches, website contact form, internet branch, mail, and social media channels, as well as through CIMER, BRSA, CBRT, BAT, and other official institutions. In the processes related to the tracking and management of feedback sent through social media channels, process excellence was maintained and sustainability was ensured in the 2025 reporting period, consistent with the previous year.

Call Centers

Ziraat Bank call centers play a critical role in the customer experience. Call centers increase accessibility by reducing the need to visit a branch, save time by providing fast and accurate solutions, and contribute to the Bank being perceived as an “Accessible and Relevant” institution. Call centers are an important customer experience management tool that facilitates, accelerates, and secures customer experience; acts as a link between branches, digital channels, and customers; and directly reflects the Bank's corporate image.

In 2025, various applications were implemented to improve customer experience in call centers. As part of sales-focused efforts, ODA and ODA limit increase applications were accepted, and sales calls for credit card limit increases were initiated. In order to increase the variety of transactions, rental safe deposit box payments and Financial Cyber Protection Insurance applications began to be accepted. Within the ZFG, AI-based voice response applications that enable the creation of announcements in Turkish and English have been put into operation.

The integration between the call center and the branches contributes to the effective resolution of customer requests. Customers calling branch phones are offered the option to connect to the call center. Calls received by the call center can be transferred to the relevant branch staff according to the customer's request. The ability to view customer information on branch screens for calls transferred to the branch supports the acceleration and personalization of the service process.

Workload management is regularly evaluated in terms of service quality and customer experience. The relevant teams are staffed with the required number of personnel with the necessary qualifications. Artificial intelligence, robotic process automation, and machine learning applications are used to reduce the operational workload. This enables faster and solution-oriented responses to customer notifications, supporting a positive customer experience.

Results from customer satisfaction surveys conducted after calls are systematically collected and consolidated based on the call, customer, customer representative, location, and team. Customer satisfaction survey results are analyzed by comparing them with previous periods.

Areas showing decline are identified and improvement efforts are carried out. Survey results are evaluated alongside quality and performance indicators and integrated into representative performance management.

Digitalization and Personalized Customer Experience

Digitalization plays a central role in Ziraat Bank's strategy to enhance the customer experience. The Bank leverages its technological infrastructure to increase customer satisfaction and improve the customer experience through digitalization, while always prioritizing security. Digital channels contribute to customers' perception of the Bank as an accessible institution that makes life easier. Reduced waiting times directly contribute to customer satisfaction. The integrated operation of mobile, internet, call center, and branch channels strengthens consistency in service delivery, contributing to increased customer trust and satisfaction. Through digital channels, customers develop an effective sense of control over their accounts and transactions. Resolving issues quickly increases satisfaction and prevents negative experiences from deepening. Personalization-focused digital systems make customers feel special and valued, supporting sustainable customer satisfaction.

Priorities for the Coming Period and Continuous Improvement Approach

In the coming period, the development of existing robotic process automation and machine learning applications will be among the priority areas for growth in customer satisfaction and customer experience. During the reporting period, work continued on integrating artificial intelligence-based applications for customer experience, and this work is planned to continue in future periods. New technologies and regulations are integrated into processes within a framework that enhances and facilitates customer experience, providing trust, speed, and transparency. Pilot studies are conducted before and after new applications are rolled out, feedback is collected through digital channels, and improvements are made based on customer responses. This approach ensures that customer experience is managed as a dynamic and continuously evolving structure.