Solution: IBM Analytics    Industry: Professional Services   

Turkcell GlobalBilgiDriving digital transformations to helpclients cut costs, boost efficiency andimprove complianceTo help clients reap the benefits of digital content withoutsacrificing large amounts of time and resources, TurkcellGlobal Bilgi launched new document management services,supported by IBM® Datacap software, in 2015. The result:clients cut costs, boost efficiency and improve regulatorycompliance, while Turkcell Global Bilgi gains a new revenuestream.

Up to 80%

faster processing ofcustomer-relateddocuments for aretail client

Cuts

costs and effort forclients, and helpsthem ensureregulatorycompliance

3 years

for Turkcell GlobalBilgi to achieve fullreturn oninvestment for IBMsolution

Results

Business challenge

Making the move to electronic content can unlock huge efficiencies for

businesses—but many lack the time and resources for such projects. How

could Turkcell Global Bilgi help its clients go digital?

Transformation

With a new range of document management services, underpinned by IBM

Datacap solutions, Turkcell Global Bilgi is helping clients turn mountains of

paper files into rich electronic content.

Business challenge story

Helping clients go digital

Turkcell Global Bilgi’s services help clients to increase customer satisfaction

scores, sales and collections, and to reduce costs. Constantly seeking to add

greater value for its clients, Turkcell Global Bilgi recently decided to expand its

range of offerings to include document management services.

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Mr. Egemen Caglar Yediel, Sectoral Strategies & Product Development Senior

Manager, elaborates: “Many of our clients operate in information-intensive

industries, such as retail and financial services, and capture huge volumes of

customer-related content every day—most of which is unstructured and

paper-based. Companies have a lot to gain from digitizing this content,

including reducing processing times and costs, increasing information

visibility and boosting productivity.

“And perhaps even more importantly, they can ensure regulatory compliance,

reducing business risk. For example, in recent years, businesses have been

subject to increasingly strict regulations around customer data and privacy.

The new requirements impose penalties on companies who send marketing

campaigns to customers without their written permission. In such cases,

digitization makes it much easier to review customer information and verify

whether they had given permission to receive marketing messages.”

He continues: “While our clients recognize that there are great benefits to be

gained by digitizing customer-related information, many of them simply do not

have the time and money to invest in such a transformation. We recognized

that we had a valuable opportunity to help clients work more easily with

information, by handling the up-front document capture and classification

work.”

Transformation story

Launching new document capture services

To support its new range of document management services, Turkcell Global

Bilgi needed an enterprise-grade information capture solution that was

capable of processing large volumes of documents efficiently and accurately.

After evaluating a number of optical character recognition (OCR) and

intelligent character recognition (ICR) solutions, the company selected IBM

Datacap, and worked with IBM Premier Business Partner Aksis to get the

solution up-and-running quickly.

Turkcell Global Bilgi offers its clients integrated solutions built with IBM

Datacap. These include a wide variety of professional services, such as 11850

Directory Assistance Services, the Turkcell Global Bilgi Linguistic Web

Service, Turkcell Global Bilgi Professional UX Services, and more.

Mr. Egemen Caglar Yediel comments: “We evaluated the OCR/ICR solutions

against a set of criteria, including overall functionality, image enhancement

features, ease of operation, support and flexibility, and IBM Datacap came out

on top. Our parent company, Turkcell, has also been successfully using

Datacap to support its own document capture and data validation efforts,

which gave us confidence that we could achieve similarly positive results

ourselves.”

He adds: “When it came to choosing an implementation partner, Aksis was

“IBM Datacap gives us the power and flexibilitywe need to process clients’ content efficiently

and accurately.”

—Mr. Egemen Caglar Yediel, Sectoral Strategies & Product

Development Senior Manager, Turkcell Global Bilgi

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the natural choice. They have served as Turkcell’s technology partner for

more than a decade, and have proven experience with IBM enterprise content

management software. We worked together with IBM and Aksis to configure

and deploy the Datacap solution, and it has been a very positive engagement.

If we have questions or need help resolving an issue, IBM and Aksis are

always there to answer our call. We know from experience that this kind of

responsiveness can be hard to find with other services providers in Turkey!”

Results story

Delivering real results for clients

With a solid document capture and classification foundation now in place,

Turkcell Global Bilgi is helping its clients transform the way they work with

customer-related content.

For instance, the company has teamed up with one of Turkey’s largest

supermarket chains to process more than 7 million customer loyalty card

application forms, with the aim of verifying which customers have agreed to

receive marketing communications from the retailer.

“IBM Datacap’s OCR/ICR engine is incredibly powerful, and makes it very

quick and easy to extract information from even low-quality document

images,” notes Mr. Egemen Caglar Yediel. “Whereas it takes an average of

two and a half minutes to process an application form using manual data

entry, with Datacap we can complete the same process in just 30 seconds, or

80 percent faster. Once the data capture and extraction is complete, we

return the newly digitized documents and any metadata to the client, so they

can integrate it with existing business systems.

“For our retail client, we have already been able to process 2 million customer

application forms and confirm which customers have indicated whether or not

they wish to receive marketing messages. As a result, the client can ensure

regulatory compliance, avoiding hefty fines, and minimize the risk of customer

dissatisfaction by respecting their communication preferences.

“What’s more, our clients can use other information supplied by customers in

the application form to better understand each customer’s preferences and

needs. With this insight, the company can reach out to customers with

compelling, personalized marketing messages to strengthen loyalty, retention

and increase repeat purchase.”

In addition, Turkcell Global Bilgi will take advantage of IBM Datacap Mobile to

extend the benefits of automated document capture and data extraction to

mobile devices. The company is currently working with Turkcell Finansman

A.Ş.—a spin-off company which acts as Turkcell’s consumer financing

division and provides credit solutions for customers—to develop an innovative

mobile app that will allow end-customers to submit application forms and

related documentation from smartphones and tablet devices.

Mr. Egemen Caglar Yediel explains: “Typically, when a customer applies for a

financing solution, they must come into a Turkcell dealership to complete the

application form and submit supporting documents, including a copy of their

identity card, in person. The application is then sent off for processing, and

the customer is notified about the result of their request by mail—a process

that usually takes several days.

“With our new mobile capture app, customers will be able to fill out an

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directly from their mobile device. What’s more, they will receive a decision

about their application in around 15 minutes. This will make the entire process

much faster and convenient, helping Turkcell Finansman A.Ş. shorten the

sales cycle and shape a better customer experience.”

Behind the scenes, Datacap is bringing a new level of flexibility and efficiency

to the way that teams work—helping Turkcell Global Bilgi make better use of

existing resources and accelerate processes.

“We have been very impressed by how flexible and fast document capture is

with IBM Datacap,” says Mr. Egemen Caglar Yediel. “It has been really easy

for our users to get to grips with the solution, so much so that we’ve been

able to drive greater flexibility around how our people work. For instance, if an

employee from one area of the business has some free time, we can allocate

them to work with our core data entry team on Datacap-related projects. This

helps accelerate document processing and boosts overall productivity,

helping us make the most of existing resources to serve clients better.”

With new document processing services, underpinned by powerful IBM

technology, Turkcell Global Bilgi is delivering even greater value to its clients.

Mr. Egemen Caglar Yediel concludes: “Document management services will

be an important complement to our existing portfolio, and IBM Datacap

provides the ideal foundation for driving the new line of business, giving us the

power and flexibility we need to process clients’ content efficiently and

accurately.”

About Turkcell Global Bilgi

Established as a Turkcell Group company in 1999, Turkcell Global Bilgi is

Turkey’s leading customer experience solutions center, offering services

including but not limited to customer experience management, customer care,

telesales, customer acquisition, retention and loyalty, collections and technical

support. Turkcell Global Bilgi serves 80 million people in Turkey and more

than 10 million people in Ukraine and Russia.

Solution components

IBM® Datacap

IBM Datacap Mobile

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product demo of a customer on-boarding scenario to see how IBM Datacap

Mobile can capture, submit, and process documents automatically and

accurately to lower costs and accelerate business processes:

www.youtube.com/watch?v=TMwAam0TMkQ

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