Turkcell’s new Chief Customer Officer has said he wants to turn the operator from a beast into a pet in the eyes of subscribers.
Dogus Kuran was appointed to the role late last year and used the animal metaphor as he outlined what he called a “next generation” strategy at European Communications’ fifth annual customer experience seminar.
This includes making the operator more “emotional” but Kuran warned that creating "wow" moments was “risky” given customers will expect that as the minimum standard the following day.
Kuran revealed how high-level management decisions are being made via a virtual boardroom in Bip, Turkcell’s own version of WhatsApp, in a bid to give executives a more hands-on role in what is happening in the field.
But he also explained why relying on having the best network is not good enough to retain customers.
You can see the full presentation below.
Kuran discussed some of the points from his presentation in a Q&A with European Communications Editor Marc Smith.
For example, he outlined precisely what his remit entails and some of the challenges he faces in reaching his goals.
You can watch the Q&A below.
Kuran was joined at the event by a host of other speakers, including O2 UK, the Institute of Customer Service and Amdocs.
Click here to read more about the other presentations.