Innovative Call Center Applications Focused on Financial Marketing in the Turkish Banking Sector

Abstract

As a result of globalization, call centers of banks that develop rapidly by the virtue of the technology become an important unit which brings first contact with customers. Nowadays, call centers not only give support to customers and other callers but also use the communication tools. This chapter examines innovator call center applications in banking. The main aim of call centers is to provide services with minimum cost, maximum speed, and excellent customer satisfaction. To achieve this purpose, it is necessary to incorporate the advantages of technological improvements. According to the research results, beside the excessive usage of call centers by customers, the banks direct their customers to call centers or alternative distribution canals to decrease the workload of the branches. Moreover, it is mentioned in this research that some precautions are taken for both internal and external customer satisfaction. Under today's economic conditions, customers do not prefer banks which are not using innovator technologies.