Kuveyt Türk, Türkiye’s leading participation finance institution, won an award in the “Achievement in Technology Innovation” category at the Stevie Awards, one of the world’s most prestigious international business competitions, for its “Branch Experience Through the Customer’s Eyes Neuromarketing Project.”
Developed by Kuveyt Türk’s Empatika Research Center to respond to rapidly changing customer expectations and lead customer centric transformation in the banking sector, the “Branch Experience Through the Customer’s Eyes” project takes customer experience beyond measurement models based on verbal feedback. For the first time, the project simultaneously analyzes customers’ in branch journeys and what they see and feel, as well as their cognitive responses.
Dr. Okan Acar, Executive Vice President of Digital Banking and Payment Systems at Kuveyt Türk, said: “At Kuveyt Türk, we go beyond conventional satisfaction measurements by evaluating the customer experience based not only on customer feedback but also on scientific data. We scientifically examine the extent to which feedback reflects customers’ mental processes and emotional responses at the actual moment of experience. The studies conducted by the Empatika Research Center represent the first branch experience measurement model in the Turkish banking sector to integrate neuroscience based methods. It is extremely valuable to us that this project has been recognized on an international platform such as the Stevie Awards. We will continue transforming the customer experience through our technology and data driven initiatives in the coming period.”
Neurobiometric Measurement Methods Are Used
The project adopts a technology driven approach that captures real time cognitive and emotional responses using neurobiometric measurement methods such as eye tracking glasses, EEG and biometric data. Following these measurements, in depth interviews are conducted to assess customers’ perceptions of their branch experience based on both their cognitive and sensory processes and their own statements. The research findings are examined in detail during workshops held with business units, forming the basis for a customer experience action plan.
The model focuses not only on what customers say but also on what they feel and how they behave. This innovation enables the bank to redesign its branch layouts, directional signage and customer flows based on actual human behavior and offer personalized and cognitively compatible experiences to different customer segments. By analyzing real time cognitive and emotional responses, the approach reveals experience touchpoints that cannot be identified through conventional methods. This allows more personalized and needs oriented solutions to be offered to different customer segments.
About Kuveyt Türk
Kuveyt Türk was established in 1989. Effectively bringing its distinguished financial products and services together with savers and investors, Kuveyt Türk maintains its pioneering position in the sector through its customer centric approach, technology and innovation initiatives and the steps it has taken towards digital transformation. Kuveyt Türk was the first participation finance institution to enter the field of gold banking and also carried out the world’s and Türkiye’s first sustainable sukuk transaction. Recognized as Türkiye’s Best Employer for six consecutive years, Kuveyt Türk was also ranked first among Europe’s Best Employers in 2021. Today, Kuveyt Türk serves its customers through 451 branches across Türkiye and its digital channels. Kuveyt Türk Finans Grubu, centered around Kuveyt Türk, includes Neova Katılım Sigorta, Architecht, Kuveyt Türk Portföy, Kuveyt Türk Yatırım, Körfez GYO, Katılım Emeklilik, Sağlam Ödeme ve Elektronik Para Hizmetleri, KT Sağlam Gayrimenkul and Germany based KT Bank AG. Alongside its operational activities, Kuveyt Türk carries out major social responsibility projects founded on social values and the preservation of cultural heritage. In line with its “We Grow with Our Values” approach, the bank has undertaken numerous restoration projects, supported humanitarian aid campaigns and created lasting works such as books and documentaries.