DenizBank was able to move from managing clients as simple contacts to a new level of client relationship, crafting a superior commercial client experience.

Following new customer demands and increasing competition, banks need to adopt a modern, customer-focused approach to service, making CRM’s role in the banking experience more valuable than ever before.

Banks are looking at new opportunities to enhance their customer service that can ensure a competitive advantage and more loyal, profitable, and committed customers.

An example of significant progress in Internet Banking is that of DenizBank’s offering which invested in a more extensive use of electronic banking products and customer-focused marketing activities geared according to customer needs and requirements. This approach also led the bank to pursue improvements to customer interfaces.

With virtualisation and private cloud as the key to an agile and responsive business environment, it is critical that businesses have technology partners who understand their needs. Simply layering applications on top of the latest server and storage technologies or deploying the newest server and client operating systems is not enough.  A business must be able to take advantage of the synergies that an integrated infrastructure designed to support its needs and future growth in order to read the benefits of these investments in technology. These capabilities are part of what made Intertech, a major banking software development company in Turkey, a natural fit for fast-growing Turkish financial institution DenizBank.

Project and Solution Overview

The project was an implementation of the second version of the Pusula application, PusulaPlus, based on a modern architecture that used Netcore, React, Kafka and RabbitMq. Technologies such as Docker, NetCore, OpenShift, Anthos were used to develop an easily scalable application with increased digital banking applications. By taking the log and customer search structures into Elastic Search, a modern architecture was built and the impact of logs on the system was minimised. Customer searches were made smarter and more flexible with Elastic Search.

The product boasts the following features:

• Designed to generate solutions to determine current and potential customers and understand customized commercial needs of customers.
• Provision of close circuit customer insight management and transforms the operational personnel into well-equipped, organized sales force.
• Flexible architecture that supports customers and contacts of all business lines.
• Ability to monitor customer orders, processes, documents, service problems and customer history on a single platform.
• Provision of controls to improve the quality of customer data.

Implementation Process

The software was redesigned with a focus on providing flexible services to the customer. This program is a software product of approximately 2,500 man-days, which includes the redesign of 80 screens and nearly 1,000 services, made with the cooperation of all Intertech’s software teams. Each PusulaPlus screen consists of 16 tabs and about 300 information entries. A parametric validation infrastructure was designed to update customers with different data by several applications and application-based validations that can be switched on or off with this structure.

The solution was designed under six projects and managed with agile methodology. The main stakeholders were Intertech’s project teams and bank business units. Around 30 bank business units and 40 Intertech project teams took part in the project as stakeholders. A parametric validation infrastructure was designed to update customers with different customer data by many different applications.

The application was designed in a multi-language and multi-tenant structure, adaptable to other Intertech customer banks. Due to different technology infrastructures in some of these banks, the application was also compatible with Windows IIS servers. The PusulaPlus application used in DenizBank serves 46 million customers in 689 branches. The implementation process commenced in March 2020 and the project went live within a year.

Benefits Achieved

A comprehensive Customer Information Management solution, PusulaPlus, provides close circuit customer insight management and transforms the operational personnel into a well-equipped and organized sales force. The solution provides operational control with unique customer and contact definitions and works in relation with customer management to feed analytic CRM with quality data.

• The response time of the service was accelerated by around 50%.
• Server costs reduced by 40%.
• With a more flexible software architecture, application development became easier and new project costs improved by nearly 50%.

Conclusion

The objective of this undertaking was to provide flexible services to applications that use customer information. The result of the Intertech/DenizBank project is a highly efficient, customer-optimised workflow infrastructure that has provided significant savings by reducing project costs, delivering faster response to business needs, and improving validations in customer processes.

Key Facts

Supplier: Intertech Information Technology and Marketing Inc.
Headquarters: Turkey
Founded: 1987
Client: DenizBank
Solution: PusulaPlus
Timeline: Go-live in March 2021