Segmented Customer Experi ence TURKCELL GROUP REGIONAL LEADER

Segmented Customer Experi ence

TURKCELL GROUP: REGIONAL LEADER 9 COUNTRIES 69. 5 MILLION mobile subscribers OUR SERVICES: Mobile voice, mobile broadband, messaging, fixed broadband & other MOBILE SUBSCRIBER BREAKDOWN 34. 7 Turkcell Turkey 14. 1 11. 5 Kazakhstan* Ukraine Azerbaijan* Georgia* Moldova* Belarus Northern Cyprus Germany 4. 4 1. 8 1. 2 1. 0 0. 4 TURKCELL TURKEY Operator Market TURKCELL %51, 1 Other players: VODAFONE AVEA (*) Turkcell owns 41. 45% of Fintur which has interests in Kazakhstan, Azerbaijan, Moldova and Georgia. Fintur is not consolidated to the Group.

TURKCELL GROUP: OUR GAME PLAN INNOVATIO N SUPERIOR AND DIFFERENTIATING CUSTOMER EXPERIENCE ▪ Focus on the ▪ OPERATIONAL EXCELLENCE & PRODUCTIVIT Y ▪ customer Align the company Deliver the best customer experience vs. competition SUSTAINABLE & PROFITABLE GROWTH

OUR TOUCHPOINT MODEL: Every person in the company is. . .

6, 5 K customers 1 M 16 K top-up SMS and Internet packages are sold customers getting service from 2 K new 108 connect to customers Turkcell via Webchat Call Center. prepaid lines. 32 K customer visits and 10 K transactions (TİMs) 14 K customers visiting Turkcell web site. 90 K SMS being sent to Turkcell Social media. Team connects with 56 482 Turkcell customers mentions at social media 210 corporate customers meets with their Corporate Sales Executives 240 ÖHE appointment 74 K transactions over online services. 8 K transactions over IVR.

«We design experiences that simplify the life of our customers and make them feel cared for» TOUCHPOINT CENTRIC TO SEGMENT CENTRIC

4 Segments White Collar Self- Employed Blue Collar Governmental Workers Disableds Farmers Housewives Retired Unemployed

Transformation Journey 3 Cases

What do young people want? Discover who they are Express and reflect it Feel that they are themselves Belong to a alive Feel group free

GNCTRKCLL • • -25 Community Events: Open-air cinema, GNCFEST, concerts etc. 5 GNCTRKCLL reps: Shopping, events, offers, carrier & tech SMS based Games

How did we start? I am there wherever you are. (New customer touchpoints) We are at the same age, i understand you and speak the same language with you I’m trying to make your life simple and I care about your motives. «someone like you» Value Prop:

Our solution An E-mail and SMS service for anything young people want to ask about their line and gnctrkcll

Outcomes 10. 000 SMS messages 4. 500 customers 100 distinct customers via FB & Twitter in a da

Professionals say. . There is always a solution. I have to own it. I am pragmatist. I have no time. Consider my experience.

Professionals Club • Brand engagements (mostly with e-commerce sites) • # TGIF • «White Collar» e-magazine

First execution… Priority for Professionals on IVR between 08: 00 -17: 00 for them not to wait on the line to get service from us. NO IMPACT

Happy end E-MAIL CUSTOMER SERVICE Ask anything you wish via e-mail to Turkcell

Outcomes 2 K distinct customers Customer satisfaction level: 3. 93/

Household. Housewives I can express myself in different roles. I’m not ashamed of being a housewife Cooking is not the only thing I do great. I like spending time on social media.

Housewives on Facebook Brand new A Facebook page which housewives can reach useful information, get support and also can earn presents by sharing content on the page.

A Very Positive Return I want to join these games and earn points. Please guide me. Brand new I want to be a member of this club. Can you help me with this? 140 K followers in 1 month

WHAT’S NEXT?

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