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32 A&T BANK ANNUAL REPORT 2015
SALES AND MARKETING
EXPANDED
CUSTOMER BASE
A&T Bank continued to serve client
needs in 2015 with fast, effective,
high-quality solutions delivered via
seven branch locations. During the
previous year, the Bank diversified
its range of products and services,
focused on sales efforts with a
customer-oriented approach and
expanded its client base.
Continuing to put alternative
market development strategies
at the top of its agenda, the
Bank focused on new customer
acquisitions and further bolstered
its brand and market recognition.
Serving as a business partner to
clients under all macroeconomic
conditions over the past 38 years,
the Bank boosted its customer
perception with resources made
available to the real sector, as a
leader in transactions in the Africa
and the Middle East region, North
Africa in particular, and a strong
competitor in banking services in
Turkey.
Process and technology systems
infrastructure projects that
commenced in 2014 to boost sales
and marketing activities are nearly
complete; these initiatives helped
transform the Bank into a more
customer-oriented organization
in 2015. As a result, A&T Bank
had a successful year in terms of
new customer acquisitions and
broadening its client base.
The Bank conducts “Customer
Satisfaction Surveys” for existing
and new clients in order to measure
the level of satisfaction that
customers experience. A&T Bank
conducted its third survey in 2015
and monitored trends in the Bank’s
customer satisfaction, demands and
expectations.
Internet Banking, which launched in
2014, was improved continuously
based on customer feedback and
user needs throughout the year.
The Bank continued to market
Ziraat Sigorta and Anadolu Sigorta
insurance products at A&T Bank
branches in 2015 while cooperation
with A&T Leasing contributed
significantly to the Group’s overall
profitability.
In the year ahead, A&T Bank aims
to expand the customer base in line
with its core strategy of achieving
profitable growth. This will also
allow the Bank to be able to deliver
improved and more effective
services to business partners,
increase profits, and deepen
relationships with customers by
creating cross-selling opportunities
via cash management products.
The Bank aims to establish long-
term, productive relationships
with existing clients and capture a
bigger share of their cash flows. To
this end, the Customer Relations
Management program and Tax and
Invoice Collection System became
operational in fourth quarter