Segmented Customer

Experience

TURKCELL GROUP: REGIONAL LEADER

9 COUNTRIES

69.5 MILLION mobile subscribersOUR SERVICES: Mobile voice, mobile broadband, messaging, fixed broadband & other

Germany

Belarus

Georgia*

Ukraine

Turkcell Turkey

0.4 0.4 1.0 1.2 1.8

4.4 11.5

14.1 34.7

MOBILE SUBSCRIBER BREAKDOWN

TURKCELL TURKEY

(*) Turkcell owns 41.45% of Fintur which has interests in Kazakhstan, Azerbaijan, Moldova and Georgia. Fintur is not consolidated to the Group.

Operator Market

TURKCELL %51,1

VODAFONE

AVEA

Other players:

TURKCELL GROUP: OUR GAME PLAN

INNOVATION

OPERATIONAL EXCELLENCE & PRODUCTIVITY

SUPERIOR AND DIFFERENTIATING

CUSTOMER EXPERIENCE▪ Focus on the

customer▪ Align the

company▪ Deliver the

best customer experience vs. competition

SUSTAINABLE& PROFITABLE GROWTH

OUR TOUCHPOINT MODEL: Every person in the company is...

240ÖHE

appointment

14K customers

visiting Turkcell web

site.

32K customer visits and 10K

transactions (TİMs)

6,5K customers getting service from

Call Center.2K new

customers1 MSMS and Internet packages are sold

16K top-up prepaid lines.

90K SMS being sent to Turkcell.

8K transactions over IVR.

74K transactions over online

services.

108 customers connect to Turkcell via Webchat

210 corporate customers meets with their Corporate

Sales Executives 482 Turkcell mentions at social

media

Turkcell Social

mediaTeam

connects with 56

customers

«We design experiences that simplify the life of our customers and make

them feel cared for»

TOUCHPOINT CENTRIC

SEGMENT CENTRIC

TO

White CollarSelf- Employed

Blue CollarGovernmental

Workers

DisabledsFarmers

HousewivesRetired

Unemployed

4 Segment

s

Transformation Journey3 Cases

What do young people want?

Express themselvesFeel that they are alive Feel free

Belong to a group

Discover who they are and reflect it

GNCTRKCLL

• -25 Community• Events: Open-air cinema, GNCFEST, concerts etc.• 5 GNCTRKCLL reps: Shopping, events, offers, carrier &

tech• SMS based Games

How did we start?

I am there wherever you are. (New customer touchpoints)

We are at the same age, i understand you and speak the same language with you

I’m trying to make your life simple and I care about your motives.

«someone like you»Value Prop:

Our solution

An E-mail and SMS service for anything young people want to ask about their line and gnctrkcll

Outcomes 10.000 SMS messages

4.500 distinct customers

100 customers via FB & Twitter

4.2 Satisfaction Score

in a day..

Professionals say..

There is always a solution.I have to own it.I am pragmatist.I have no time.Consider my experience.

Professionals Club

• Brand engagements (mostly with e-commerce sites)

• # TGIF

• «White Collar» e-magazine

First execution…

Priority for Professionals on IVR between 08:00-17:00 for them not to wait on the line to get

service from us.

NO IMPACT

Happy end

E-MAIL CUSTOMER SERVICE

Ask anything you wish via e-mail to Turkcell

Outcomes

2K distinct customers

Customer satisfaction level: 3.93/5.00

Household-Housewives

I can express myself in different roles.I’m not ashamed of being a housewifeCooking is not the only thing I do great.I like spending time on social media.

Housewives on Facebook

A Facebook page which housewives can reach useful information, get support and also can earn presents by sharing content on the page.

Brand new

A Very Positive Return

140K followers in 1 month

I want to be a member of this club. Can you help me with

this?

I want to join these games and

earn points. Please guide me.

Brand new

WHAT’S NEXT?

THANK YOU