Turkcell - B2B / B2C / CRM

TURKCELL

COMPANY PROFILE

Turkcell Iletisim Hizmetleri A.S. engages in establishing and operating a global system for mobile communications network primarily in Turkey. It provides mobile voice, and Internet services over its mobile communications network; voice services, which include wireless telephone services on a prepaid and postpaid basis; mobile Internet and 3G services; consumer services; Telco services; TV and video services; music services; social community and other services; and mobile financial services. The company also offers corporate telco, location based, mobile marketing, machine-to-machine communication, and international roaming services. In addition, it provides Mobile Signature, a GSM service that enables customers to sign electronic documents and transactions with a legally-accepted digital signature using GSM SIM cards.

 As of December 31, 2011, the company had approximately 22.9 million prepaid subscribers and 11.7 million postpaid subscribers. It sells its products and services through its distribution network consists of distributors, Turkcell distribution centers, corporate solution centers, non exclusive dealers, Turkcell communication centers, Turkcell stores, and consumer electronic Chains, as well as points of sale for prepaid airtime, including ATMs, POS, Web, call centers, supermarkets, and kiosks. The company was founded in 1993 and is headquartered in Istanbul, Turkey. Turkcell Iletisim Hizmetleri A.S. is a subsidiary of Turkcell Holding A.S.

Section 1: Describe how the organisation developed their plans for a customer care strategy.

CORPORATE GOVERNANCE

Transparent management approach on the basis of operational excellence. Being aware of the need for accountable corporate admistration Turkcell,development and continuous growth target at the same time supports the global standards of corporate governance system.

Not only financial areas, social and ecological environment are also in paralel with the expectations of the stakeholders all domains related to the field of direct / regular information and reporting, and is always accessible information about the company Turkcell creates a sense of accountability.

Changes in Management

Turkcell is in line with the vision of leadership at communication and technology industry.When opening up to new businees area International Expansion Functional Group identifying  opportunities for new commercial and financial investment in the international arena, and supporting the work of the realization of these steps contols all business options and shapes internal structures in order to increase business efficiency.

Prevention of Conflict For Interests

Conflict of interest arises from that employees interets collapses with firm’s interest.In this case, Ethics Committee appointed by Audit Committee being  formed within the Board of Directors undertakes the duty of the review, updating, development, evaluation and conclusion of the principles . Ethics Committee presentes work ethic report to Audit Committee each quarter period.

Turkcell Common Values ​​and Code of Business Ethics Handbook is given to each employee.They are responsible for informing the situation and the sensations posing a violation of rules set by Ethics Committee by  filling  or via e-mail address Turkcell Intranet Ethics Notification Form and by calling Ethics Hotline.

Risk Management

All sections within the campany define the risks, classifies them according to their priority and give situation reports to Risk Management Department shouldering Internal Audit Management, Business Continuity Management and Information Security Management processes within the company.

This depatment makes contributions to ensuring the reliability and accuracy of the financial statements activities of Group companies in compliance with SoX (The Sarbanes Oxley Act) and  IMKB regulations

INVESTOR RELATIONSHIPS

Due to be treated Stock markets in the U.S. and Turkey, corporate governance model is available in line with its obligations in accordance with the capital markets of both countries. Turkcell aims to create additional value in the belief that investors and other stakeholders gives importance to the issues of transparency, accountability and responsibility

Disclosure Policy

Performance to investors and analysts at least twice a year expectations about the Before / After Feedback Report (Pre / Post Feedback Report) applied to the questionnaire. Following the announcement of the result, described in the expectation that the results are analyzed.

Investor and International Media Relations

Groups are transferred directly to the Department of Information:

• Investors, Analysts

• Senior Management

• Members of the Board of Directors

• Rating Agencies

• Capital Markets Board (CMB)

• Istanbul Stock Exchange (ISE)

• Securities and Exchange Commission (SEC)

• New York Stock Exchange (NYSE) and

• International Media.

Section 2: Detail the ways in which the standards of customer care were established.

PERFORMANCE MANAGEMENT

Turkcell Performance and Talent Management, employee performance and potential objective measurement processes, their regular, open and giving constructive feedback and personalized development / career opportunities in the present, the difference line with our objectives is to distinguish the creator and retention. 100% of full-time employees are included in this process.

Turkcell employee performance, behavior and potentials of each year, the following four-step Performance and Talent Management Process  evaluated.

1. Goal Setting

2. Interim Evaluation

3. Behavior Model Evaluation

4. Performance Evaluation and Talent management...

Employee Engagement Survey

  Turkcell employees each year, the employee Commitment to corporate applications via Survey,feedback on the operation of open communication share. After the survey, over areas of development establishing working groups focused on improving found in the work.

Turkcell Academy

Being aware of the growing generation of young people will shape the future of our country and technology, enterprise information and experience developed in the light of the rapidly developing IT sector programs aim to equip the qualified workforce. This vision was realized by the programs which are:

• Turkcell Mobile Communications and Technologies

• Turkcell Technology Software Quality and Testing

• Turkcell Superonline Optical Networks

• Turkcell Mobile Marketing

• Turkcell Customer Relationship Management

• Turkcell Global Information Call Center Services

• Associate's Degree Programs

• Turkcell Global Bilgi Customer Relationship Development Programs

• Turkcell Retail and Sales Development Program

TURKCELL GLOBAL BILGI

   Turkcell Global Bilgi its "end-to-end" solutions, customer service, customer acquisition, telesales, customer retention and loyalty, revenue, improve customer value, customer information management and analysis areas creates value for its customers. Turkcell Global Bilgi, face-to-face communication with the customer service (field teams), phones, voice and video response systems (IVR & IVVR), email, SMS, web and social media such as manages multiple channels.

   Turkcell Global Bilgi optimal customer contact channels with the use of effective cost control and technology-related services provided by an expert in customer relationship management. Voice verification in addition to expertise in self-service channels, such as voice recognition and voice guidance leads the industry with leadership in the use of audio technology. Turkcell Global Bilgi latest technologies and process solutions to corporate clients in the competition held by the leadership and strategic advantages

BUSINESS SERVICES

     Telemetri:Referred to as telemetry technologies, businesses and users, remote access and remote interfere with the ability to find information in the field. For example, in areas such as mobile communications, agriculture and animal husbandry, cultivation of healthy products to provide support for the possibility of an application can provide a more efficient and more environmentally friendly. The agricultural sector, foreseeing the necessary measures changes in greenhouse conditions can be received. Thus, thousands of tons of waste products being protected and prevented a significant loss of income.

M2M Device(Machine-to-machine) : Turkcell is the easiest way to check your tools in the field. Turkcell and vehicle tracking system with 12 business partners can have a very easy 24 month installments. Thus, the field may be followed in real-time tools, you can save up to 15% of fuel.

   VINN Package and Kamu Plus:Enriched offers to professional clubs in 2011, the club on the basis of VINN package tarrif and 3G communaction by creating distinctive and special service clubs have given to its  subscribers quickly and cheaper internet acsses at office enviroment.

 Turkcell has also offerd Kamu Plus tarrif in order to accomodate to ever-increasing the communication needs of people working at same private or public sectors.

CUSTOMER SERVICES

A better after-sales experience: Turkcell provides the best experience after the sale to customers who prefer theirselves via "Faulty Device Tracking"

Customers that deliver defective devices to Turkcell Communication Centers are informed via SMS at every stage of the process and devices are followed under recording.

.Best tablets are in Turkcell: iPad2, Samsung Galaxy Tablet, HTC Flyer, Dell Streak, Acer Iconia Tab A501 the newest tablets with special internet packages offered to customers who visit at the stands and shops.

Smart phones has become common with Turkcell : Turkcell renewed its kits to increase the use of individual BlackBerry for young audience. Young people are offer attractively priced model with the BlackBerry Curve 8520campaign did. Furthermore, the Samsung Chat 527,touch screen and NFC technology, the Galaxy Y.Meets the customers with the launch of Nokia C7 smart devices.

Turkcell Superonline fiber internet: Superonline Turkcell has reached about 30 thousand km of fiber optic infrastructure in Turkey. Turkcell Group's strategy of delivering quality service to its customers in accordance with the latest technology Superonline Turkcell, Turkey for the first time in May 2011 began offering services to homes up to 1000 Mbps. This service has put Turkey among the top 5 countries on fiber connection in the world.

Turkcell network coverage

As of 2011, 99.13% of Turkey's population 'reputation and the geography of Turkey 88.3%, including the largest subscriber base continued to provide the highest quality service. Up to 88% coverage of the population with 3G continued leadership in Turkey.

With comprehensive coverage of Turkcell, INSEAD University and the World Economic Forum's survey of 138 countries, Turkey was elected the first mobile communications in terms of breadth of coverage of population.

Turkcell increases corporate services (B2B) transactions for better market positioning and highersales.Thus,it is important to give fast response to high volume orders coming from coperative firms for the campany

Another significant way to enhance the coverage of network and the  popularity of brand is insisting on custoner servi ce(B2C) by organazing special offerings to its customers.

Section 3: Describe the methods used by the organisation to gather and analyse information from customers with respect to their impressions of its customer care. This should be done both qualitatively and quantitatively.

TURKCELL QUALITY APPROACH

In parallel with the Quality Policy, Turkcell measures the satisfaction of its customers and all its stakeholders at specific time intervals according to accepted methods. The results are then evaluated and the necessary actions are taken for improvement.

Quality Policy

The basis of quality policy is to manage our system with a continuous improvement approach according to  strategic business priorities, ensuring the satisfaction of all our stakeholders, including  employees and their families.

Quality Management Systems

The upper management of Turkcell takes a customer-oriented management approach in the application, development and continuous improvement of the Quality Management System in accordance with laws and regulations. The Turkcell Quality Policy and Strategic Business Priorities that form a framework for the achievement of the vision and quality goals set out by upper management are examples of this approach.

ISO 1002 and ICT 20000 systems are applied at Turkcell. Our company, which began the application process for the ISO 9001:2008 Quality Management Systems in 1999, is now in the process to receive the ISO 10002 Customer Complaints Management Certificate as well. Also distinguishing itself within the sector with certified ISO 27001:2005 Information Security and ISO 20000:2005 ITIL Management Systems, Turkcell continues to advance and develop through a Lean Management approach.

Section 4: Describe how the Customer Care Strategy is reviewed and how improvements are subsequently made and implemented.     

Product and Service Information

All general information related to Turkcell products and services is established through a variety of applications at all contact points with customers, primarily in website.

Customers can share their ideas and suggestions with Turkcell via our call center, dealers and the website. Also, the expectations and ideas of all  customers are reviewed within the 7th Sense Customer Estimation Center. The related teams review customer suggestions.

Turkcell Business Ecosystem

Always on the run for innovation, believing in change and diversity and valuing people, Turkcell is a company growing with its own ecosystem in the process of anaysis partner and customes view.

The focus of this ecosystem is new ideas, innovation, business partners and entrepreneurs. Training programs, seminars and various events are organized for developing this ecosystem. The material benefits of these development works that have been initiated, especially with the iPhone, have reached a notable level. The lives of customers are enriched with colorful applications while the competence of our software developers increases through these works.

Turkcell Dialogue Portals

The Turkcell Dialogue Portals  such as Turkcell Partner Program and Turkcell Media Portals are an important instrument that will provide for focusing mobile business ideas and projects on clearly specified goals and for reaching the wider public.

These programs, which are a well-established and effective business ecosystem of Turkey with hundreds of business partners,and customers integrates the companies with partnership potential into the ecosystem by establishing special business models for business areas with development programs while contributing to the development of business partners with support programs.