From one of Turkey’s leading banks, communications and a program to improve customer perception issues were in demand. In line with the preliminary studies on the subject, the ongoing promotion program of the institution was renewed by Boomerang.

Aim of Program 

Internalizing the “ For You ”concept by the employees of the company and thus contributing to the Bank’s Customer Perception Strategy.

To establish the profile of the corporate employee that forms the “customer loyalty” by managing himself, his work and the customer well, and thus to form the“ VOLUNTEER BRAND AMBASSADOR CUSTOMER.

To ensure that the concept of sustainability is understood and adopted by all employees and integrated into the business processes and placed in the corporate culture.

At the beginning of the program, it was aimed to provide training to 2000 corporate employees within 2 years.

Program Steps 

Analysis 

To determine the perception of customers and corporate values ​​in employees; Focus group studies were carried out with the departments of Head Office, regions and branch managers.

Existing researches were analyzed, customer complaints were examined and study was made in the call center

Design 

A special name and identity study was made for the program. Boomerang – “Our Positive Energy Will Return to Us” concept was carried out.

To support the program visually; logo, slogan, banner and poster were created. A jingle was created for the program.

Trainings were designed: Head Office, Branches; Boomerang and Sustainability trainings with different contents were designed for branch managers, sales team, operation team and security officers.

Trainings were supported by the Training Booklet and video films created for the training.

Individual and group exercises, case studies and table games were developed for groups.

Realization  

Launching

It was launched in order to emphasize the importance of the issue by the top management and to arouse interest, curiosity and excitement among the participants. The general manager shared the aims and contents of the program, the expectations of success and expressed his support. By played with questions about the content of the program, Metin Uca with PassaParola and awards both entertained and thought the participants . Customer VTRs drawn by ERA with the questions created for the program reflected the perception of the institution on the customer side to 2500 participants in the launch.

Tranings

The trainings developed for each level are planned to be carried out by ERA consultants and internal trainers. Training Booklet was the source of all trainings. To ensure the continuity of the program, branch managers were trained as internal trainers and volunteers were trained as project coaches.

The Boomerang program was the only program in 2013, which is a major management change within the organization. The program was extended to 7000 people in 3 years.

In its second year, the project won the first prize in 2012 in the category of MOTIVATION at PERYÖN.

The Impact of the Program Impact 

Reduction in customer complaints by 2/3, increase in customer satisfaction

40% improvement in telephone communication, branch availability report

Increased motivation felt and shared by employees

Increased productivity with the implementation of group work suggestions on integrating sustainability into business processes.