Turkey’s leading participation finance institution, Kuveyt Türk, continues to analyze customer experience using scientific methods at its Empatika Neuromarketing Research Center, which it launched in 2023. The Center examines customer behavior through neuromarketing research techniques such as brain imaging, eye tracking, and facial expression coding. By integrating the Pupil Neon Eye Tracking Glasses into its studies, it has introduced another first in banking. With this glasses technology, it becomes possible to scientifically measure which points customers focus on most during banking transactions and at which steps they experience difficulty. The technology enables real-time recording of interactions across branch and digital channels, and it is also planned to be included in research at physical touchpoints such as ATMs and Self Nokta kiosks. In this way, customers’ physical movements while performing banking transactions, as well as acceleration and pause points within transaction flows, can be observed through real usage scenarios. As a result, behaviors can be measured and data-driven improvements and developments can be implemented.
“We measure our services as our customers experience them”
Dr. Okan Acar, Executive Vice President of Digital Banking and Payment Systems at Kuveyt Türk, made the following remarks regarding the innovation at Empatika: “In Empatika studies, in addition to eye-tracking technology, we evaluate banking from our customers’ perspective by using methods such as brainwave monitoring, skin conductance, and facial expression analysis. This new technology will enable real-time measurement not only of digital experiences but also of customer journeys at physical touchpoints such as branches, ATMs, and Self Nokta kiosks. Thus, we will be able to identify needs more accurately and develop our services in a clearer, safer, and more personalized manner. While evaluating our customers’ in-bank experience journey end-to-end and through a holistic approach, we will also contribute to increasing operational efficiency. We will continue to strengthen our innovative stance in the participation finance sector, lead customer-focused innovation, and contribute both to the development of banking services and to the neuroscience literature.”
With this innovation, Kuveyt Türk is redesigning the banking experience through an empathy-based perspective, reshaping service processes in line with customers’ real needs and making them easier, clearer, and more user-friendly.
Empatika: A Center That Interprets Banking Through the Customer’s Eyes
Established in 2023 under Kuveyt Türk, the Empatika Neuromarketing Research Center operates as a pioneering hub in the banking sector, bringing together the disciplines of neuroscience and marketing. Empatika conducts its activities in line with the principle of “experience first.” All research is carried out in accordance with ethical principles and data security standards, using anonymized data. Since its establishment, Empatika has completed 20 neuromarketing projects and has been honored with prestigious awards in seven different categories at both national and international levels.
With the activation of its mobile eye-tracking infrastructure, the research center has expanded the scope of its studies to include field experience. Thanks to this technology, micro-level user behaviors in physical environments can be analyzed using a data-driven methodology. These insights, obtained from all touchpoints in addition to digital channels, are synthesized so that customer experience processes are addressed end-to-end and from a holistic perspective.