Since first branch opening in NOV’2012, Odeabank has been providing a totally differentiated unique customer experience in all branches. Since day 1, this unique experience was supported by Direct Banking channels like internet, mobile (wap based mobile banking), ATMs, in-branch Self-Service Banking and contact center.
Odeabank focused on customer experience in the process of development of branch design and corporate identity.Offering quite different services from its rivals with its touch-screens located in the branch display windows, Odeabank offers various services to its customers from interactive calculators to current campaigns with multimedia support. Furthermore, with the help of “Age and Gender Recognition Technology” utilized on LCDs that are placed on branch façade, Odeabank conducts targeted marketing. i.e. Mortgage campaign to be displayed when a 45 year old male is looking at the LCD, while a pension campaign is to be displayed when a younger adult is looking at the LCD.
Via the booths located in 24/7 area, Odeabank customers have the opportunity to make voice and video calls with 444 8 444 contact center, or use internet banking for their daily transactions.
Odeabank customers can get the queue number for counter transactions, even when they are not at the branch with the help of “Mobile Q-matic Application”. Through the application, nearby branches, frequently used branches and average waiting periods can be monitored.
Odeabank designs the waiting lounges in the branches in a way to have its customers to feel most comfortable and thus it offers tablets to get information as well as touch-operated tables. Odeabank achieved the firsts in the sector with its info screens, which are not limited only with displaying queue numbers and advertisements, but also show real-time market data and news on agenda. Designed with the slightest details and attention in terms of all services, Odeabank branches stand out among its rivals with its environmentalist approach. Except from the documents obligatory to be signed, paper is not used in Odeabank branches. Odeabank has paperless and eco-friendly business processes in real terms with its business intelligence applications. In this sense, Legally Binding Documents are not displayed as hardcopies on clipboards but digitally on LCDs.
Odeabank spearheads the industry with its state of the art teller area. TCR (Teller Cash Recycler) devices are utilized to streamline cash transaction processes and customer facing tablets are located on teller desks to enhance the retail banking experience by tailoring the interface and content to the customer’s needs.
After opening customer accounts, Odeabank instantly gives its customers temporary debit card affiliated with their account, valid till the customer receives the real one issued on their behalf. Card PIN can easily be set by simply sending a text message to a short number provided by the bank. This capability enables customers to instantly benefit from Direct Banking channels like Internet Banking, Telephone Banking and ATMs by using debit card and PIN.
In 2014, Odeabank completed project “Unique” with McKinsey, Intertech and MagiClick Digital Solutions. The purpose was to unify customer experience in all Direct Banking channels and launch a new mobile banking application not only for Odeabank customers but also for everyone.
The scope of “Unique” Project, covered building up a digital design guideline, re-design of Internet Banking, ATM Banking and Self-Service Banking services, developing a brand new Mobile Application (serving both Retail and Corporate/Commercial customers ) and modifying IVR system. “Unique” will be a long-lasting and continuously developing project. That’s why, we adopted a phased approach. In the coming phases, front-ends that are being used by Odeabank employees will be included. The launch of first phase enabled all users to have a unique experience in all transactions performed through all Direct Banking channels. As a result, we provided Same User Interface(UI) & Design(Telephone Dialpad Style Menu), Same User Experience(UX), Same Navigation Style & Menu(Just press 2-4 for Card Payments in all channels), Same Transaction Flows across all channels. (ATM, Internet, Contact Center, Mobile)
Mobile : We believe in “mobile only” because the rest of the channels will just be a differentiation in screen resolution. First of all, we decided to have a single Odeabank Mobile Application in AppStore, Google Play Store and Windows Store. This decision differentiates us from most of our competitors because we see that most of the banks prove multiple applications for different purposes which are quite confusing for customers. New Odeabank Mobile Application’s design and user experience enlightens the way for the rest of Direct Banking channels. This application serves both Retail and Corporate/Commercial customers.
Internet : There’s an increasing trend for the usage of touch-screen devices which cannot be neglected. That’s why; Odeabank transformed existing Internet Banking front-end to a fully touch-screen compatible version. Building new wireframes, we focused on fundamental user experience principles such as easy navigation, use of easy to understand terminology, easy to follow steps of transactions, easy to make data entry.
ATM : Odeabank invested only in touchscreen ATMs from the first day as we believed that ATM front-ends should not differentiate from internet or mobile. If we hadn’t invested in touchscreen ATMs, we would have been limited with the 8 buttons located next to ATM screens while designing wireframes. This also differentiated Odeabank from competitors because none of them could have the advantage of having all ATMs with touchscreen capability. However, we did not want to push all our customers to use the new design. We believe that customers over a certain age would still prefer the classical interface. That’s why, we provided “Classical Interface” and “Modern Interface (Unique)”(%50 preferred this. Same UI/UX as mobile/internet and providing unique features like “selecting the banknotes to be withdrawn”.) Customers are able to switch from one design to the other where modern interface should be considered as unique customer experience in all channels. We did not neglect the number of available functions on ATMs while focusing on design and UX.
Further information on :http://www.odeabank.com.tr/en-US/direct-banking/Sayfalar/direct-banking.aspx