1. SME Jet Credit
August 2016

2. With «SME Jet Credit» have targeted transformation in 3 key areas
3 target fields to be optimized
A simple loan process with the least data and documentation requirements
Faster access to loan
Digitalization and omni-channel experience from application to disbursement
Increasing efficiency in the lending process for SME segment will lead us to better results in terms of sales capacity as well as profit and loss balance
Increasing operational productivity
Enhancing customer experience
Enhancing quality standarts
Screen flow which supports sales conversation and price negotiation
Simplified product/campaign selection interface
Homogenous review of loan applications throughout all channels

3. We based our methodology on end to end process perspective, customer-centric view and zero-based design.
Fundamental design principles
Zero-based design
Customer focused sales and service
An approach that reflects the customer view to overall porcess
End to end process perspective
Completely integrated design considering every single step from application to disbursement
Vision Design
5 minutes
1 system
31 entires
Traditional Approach:
«We can solve the main pain points by integrating 3 systems"
Vision adapted to real lfie
20 minutes
1 system
75 entires
Partial Enhancement
40 minutes
7 systems
200 entries
Zero-based design:
«We need a process flowing smoothly to maximize customer experience, ignoring the current constraints, »
Current Process
60 minutes
7 systems
351 entries

4. We adopted very different way of working from traditions…
The way we work is not
Is actually
Designed by the bank for the bank
Designed with customer for the customers
Siloed team or driven only by one part of the business
Cross-functional team representing all relevant departments
Located in different locations and rarely talk to each other
Co-located in one “design studio” and talk anytime everyday
Long online customer surveys
One-on-one customer conversations
Hundreds of pages of PowerPoint decks
Visual display of screenshots, physical artifacts, sketched on studio walls/boards
Constantly thinking about constraints
Always thinking of the art of possible
Team members unwilling and unable to make decisions
Team members empowered and encouraged to make decisions
Long process with endless follow-up audio conferences over weeks and months
Time-boxed weekly agile sprints (planning, daily stand ups, demo, retro)
Sponsors and steering group only involved at the beginning and the end
Sponsors and steering group making design decisions and giving guidance every week
Secret project no one knows
Open invitation for all executives and colleagues to visit the “design studio”

5. … and employed a large organization for an inclusive solution
Steering Committee
Advisors
Branches (Mixed and Commercial)
Customer focus groups
Divisions:
Commercial Banking Product
Consumer Loans
SME Loans Underwriting
Commercial Loans Underwriting
Financial Analysis
Digital Banking
Commercial Banking Marketing
Retail Banking Marketing
Commercial Banking Sales
SME Banking Sales
Retail Banking Sales
Risk Management
Enterprise Architecture
Softtech
Retail Loans Monitoring and Recovery
Commercial and Corporate Loans Monitoring and Recovery
Retail Loan and Card Operations
Foreign Trade and Commercial Loan Operations
4 C Level Managers
4 Division Heads
Project Team
Project Management
Taskforce
1 Unit Manager from Enterprise Architecture Division
1 Manager from Commercial Products Division
Credit Portfolio Management Division
Consumer Loans Underwriting Division
Analysis Team
1 Member from Credit Portfolio Management Division
1 Member from Commercial Products Division
1 Member from Digital Banking Division
2 Members from Retail Products Division

6. As a first step, we deeply analyzed the voice of external and internal customers
Reaching data of corporations via system is a problematic issue
Head Office
Customer
Line of credit is less than expected
Proactive offer options are limited
Distinction between retail and commercial process for retail micro segment customers is confusing
RMs does not get back to customer calls quickly
Product basket is not satisfactory
Pricing process takes a long time
Pricing can not be calculated according to collateral systematically
Extensive collateral demanded by bank
Scoring rates are low
Underwriting process takes a long time
Inquiry process takes a long time
Extensive documents for application
Loan product codes make things difficult
Too many systems used during process
Branch
Many repeatative data entries are needed during process
Operational work load on sales is too much
Too many contracts needed to be signed
Mass underwriting is not available

7. Applying our methodolgy to address the key issues raised by customers and employees, we have solved 6 areas in the process
End-products
Basic question to resolve
Proposed customer journey in product selection and needs analysis
Who does customer approach (access point)?
How to ensure customers get the most effective products for credit? 1
Product choice
List of data required in the new journey
What is the minimum amount of information required
Must-haves, Automated, Circumstantial, Optional, Obsolete/duplicate 2
Minimum data
Proposed changes and technologies to improve straight through processing rate
What would it take to have high level of auto approved/declined
Affordability assessment
Underwriting rules
Missing data that could be collected earlier
Aggregation rules(card limit)
Risk appetite 3
Credit decisioning
Recommendation on e-signature
Recommendation on documentation
How to minimise the burden for customers?
Document scanning at source
Document simplification (guarantee/loan agreement) 4
Documentation
Online approach and customer journey in customer care
What should be the right touch points with customers?
How best to appropriately keep the customers informed? 5
Customer communication
Proposed list of control points 
What are the right control points along the new journey? 6
Control

8. As a result, we have achieved ~ 90% efficiency gain and significant recognition of success by users and customers
Feedbacks of customers and branch users
Results
Current process
New process
Customers
“Wow! That’s really good, really quick!”
Number of fields entered
“I like that the bank gives me that flexibility to not tie me into a loan that I don’t actually need.”
TAT (Total Amount of Time (min))
130
“I love the product choice; the tool makes it really easy to understand.” 5
# of systems used
Branch users
“The process is really easy.”
“Knowing which documents is needed for which loan and which campaigns are available for which customer makes my life much easier.”
# of channels available
“It is very helpful to know the limit I can offer to customers before sales conversation.”