Case Study: Akbank doubles Direct Banking customers and boosts omnichannel CX with Genesys Digital Channels

Akbank differentiates customer experience with video engagement and social media

Akbank, a major Turkish bank serving a young, tech-savvy population, faced rising customer demand for digital and mobile banking while needing to differentiate the customer experience and boost contact center sales and efficiency. With half the country’s population aged 13–24 and strong social media use, the bank sought ways to shift interactions from voice to digital channels without losing the human touch.

Using Genesys solutions—Digital Channels, Customer Experience Platform and Self‑Service—Akbank added agent-assisted video to its internet and mobile banking, expanded self-service, and actively monitors and engages on social media. The result: Direct Banking customers doubled after the video-enabled app launch, higher online transaction completion rates, around 2,000 social responses per month, consistently strong customer satisfaction, ~85% service level and under 3% abandoned calls.

Akbank

Ender Durukan

Senior VP Contact Centers