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雇佣 BasakBasak Akcam Trotter
验证专家 in 产品管理
产品经理
位置
阿拉伯联合酋长国迪拜
至今成员总数
2021年11月16日
Basak is a customer-focused product manager and product management director with 16 years of experience. 她领导了多个行业的大型转型项目, 包括电信, 金融, 零售, 政府, 以及土耳其等地区的房地产, 中东, 南非, 和美国. With a stellar track record of success in devising and implementing highly effective digital solutions, Basak对数据和分析驱动的方法充满热情.
项目的亮点
手机应用设计策略
Designed a digital channel strategy blueprint fueled by customer insight and analytics using ML-based algorithms.
客户销售和服务App
NPS从-17增加到+35，诋毁者从43%减少到15%. 第三季度和第四季度的销量分别增长了31%和85%, 分别, 与上年同期相比.
专业知识
工作经验
联合创始人兼合伙人
2020年至今
Noiland咨询
- Worked with the national football league in designing and implementing measures to bring more fans into stadiums and expand the football community in the UAE, 增加访客参与度和消费.
- Conducted quantitative and qualitative analysis to understand football fans' behavior and developed segmentation models to define the type of interventions required for each segment.
- Implemented behavioral data science tools and use cases for the 政府 in fields like electricity savings, 环境, 健康和生活方式, 和更多的.
高级经理|应用智能
2018 - 2020
埃森哲咨询公司
- Designed KPIs and co-created and implemented dashboards for a 政府 client by collecting data from around 30 entities. 实施重点行业kpi, 采用更先进的模型使用机器学习算法.
- Led digital transformation blueprint projects to uplift digital products' uptake and increase digital care and sales. 我使用大数据实现ML模型来构建战略工作的基础.
- Devised a robust corporate data strategy and an analytics CoE solution for a leading telco client by assessing the current company structure, 运行详细的能力评估工作, 并与关键的高级副总裁级别的利益相关者协调结果.
客户体验和分析主管
2017 - 2018
迪拜的属性
- 开发客户旅程地图和多渠道转型计划. Defined numerous digital transformation initiatives to improve customer experience and bottom-line revenues.
- 实现客户的心声, 贯穿接触点和关键客户旅程的红色警报/闭环反馈系统. 设计结果报告, 确定改进点的关键行动, 并与不同的利益相关者协调.
- Identified current and future data requirements and created a holistic data strategy to support the programs’ initiatives. Led master data management (MDM) implementation, data analytics, and insight development workstreams.
人力资本和运营总监
2013 - 2016
佩珀和罗杰斯集团
- Increased profitability by implementing a staffing system to monitor changeability and streamline talent acquisition efforts.
- 改进顾问的职业和能力架构. 基于新体系结构实现了新的奖励和表彰系统.
- 将整个财务、人力资源和运营职能转移到一个新的企业系统. Managed business requirements and customization efforts with the back-office functions and the service provider.
高级经理
2002 - 2010
佩珀和罗杰斯集团
- Managed data strategy and the customer insights team in developing a conglomerate-wide synergy project that aimed to create one view of conglomerates' customers across the member companies operating in different industries.
- 实现了多个用例, 包括客户细分, 生产, 保留, 以及不同垂直领域的赢回模式. 设计和执行具有高达20-30%投资回报率的战术活动.
- 设计以客户为中心的战略, 重新设计销售和服务模式, 为自由区运营商重新设计了面向客户的流程. 我还计算了劳动力需求并实现了度量框架.
- Carried the lead insights role in a three-year customer-centric transformation project for a leading bank. 领导团队负责分析用例的开发和用例的部署.
- 带领团队负责分公司销售流程的重新设计, 重新设计组织结构, 以及为土耳其一家主要银行的关键角色实施平衡计分卡.
- 为一家房地产开发商重新设计关键的销售和服务流程. I also designed change management programs to create a customer-first culture within the organization.
项目历史
手机应用设计策略
Designed a digital channel strategy blueprint fueled by customer insight and analytics using ML-based algorithms.
The mobile operator wanted to strengthen the design of their app and increase the adoption rates. 该项目的目标是制定数字战略蓝图.
作为当前州评估的一部分, 我带领团队设计并实现了一个基于行为的数字化细分模型. The interaction behavior across channels was analyzed and complemented by app portfolio and experience diagnosis.
目标组合和经验是根据调查结果和战略方向设计的. 重新设计了理想状态设计的技术体系结构和运行模型, 以及实现路线图.
作为当前州评估的一部分, 我带领团队设计并实现了一个基于行为的数字化细分模型. The interaction behavior across channels was analyzed and complemented by app portfolio and experience diagnosis.
目标组合和经验是根据调查结果和战略方向设计的. 重新设计了理想状态设计的技术体系结构和运行模型, 以及实现路线图.
客户销售和服务App
NPS从-17增加到+35，诋毁者从43%减少到15%. 第三季度和第四季度的销量分别增长了31%和85%, 分别, 与上年同期相比.
这家房地产开发商的客户满意度和NPS得分都很低. I worked on the end-to-end customer journey and developed two new channels to improve sales and the service experience.
我重新设计了整个客户生命周期的流程，包括售前和销售. 我还领导了整合工作，以实现全渠道体验, 引入了两个新渠道:移动应用程序和客户门户. I moved 20 essential customer support services to online with a focus on business collections and customer 需要. 最后, 我开发了MVP和产品增量，并领导了整个投资组合的实施.
我重新设计了整个客户生命周期的流程，包括售前和销售. 我还领导了整合工作，以实现全渠道体验, 引入了两个新渠道:移动应用程序和客户门户. I moved 20 essential customer support services to online with a focus on business collections and customer 需要. 最后, 我开发了MVP和产品增量，并领导了整个投资组合的实施.
基于Web和移动设备的仪表板实现
在中央数据库中收集和整合了30多个实体的数据. 引入数据科学概念作为产品开发和设计的一部分.
该项目的目标是为中央政府机构创建仪表板. The team designed and implemented dashboards by collecting and consolidating data from different 政府 agencies.
我负责分析产品的开发. I introduced the notion of data science and predictive modeling as a part of product design and development. 我的团队在社区发展、教育和卫生职能方面实施了先进的模式.
我负责分析产品的开发. I introduced the notion of data science and predictive modeling as a part of product design and development. 我的团队在社区发展、教育和卫生职能方面实施了先进的模式.
客户分析引擎
整合统一12家集团公司数据:6000万客户, 千万级服务, 1.5亿笔销售交易. 遵循敏捷方法，对活动roi产生重大影响.
I developed the analytics product for the center of analytics excellence unit of a conglomerate in Turkey.
The objective was to increase the sales revenue by cross-selling and up-selling to customers of different companies and retaining customers through customer satisfaction and a customer-oriented approach. To create the desired synergy between group companies by targeted marketing campaigns and other marketing initiatives, 公司需要更好地了解客户.
来自12家集团公司的数据已经被整合和统一——5700万客户, 1000万服务, 1.5亿次快速消费品交易.
团队执行特征工程和数据转换, 根据选择的特征计算值得分. Macro (value and potential based) and micro (behavior and lifestyle-based) segment scores have been calculated using unsupervised techniques. Lost value was calculated based on each individuals' shopping habits, 保留, and 生产 scores. The team also automated the model's development and deployed it to the campaign management system.
The objective was to increase the sales revenue by cross-selling and up-selling to customers of different companies and retaining customers through customer satisfaction and a customer-oriented approach. To create the desired synergy between group companies by targeted marketing campaigns and other marketing initiatives, 公司需要更好地了解客户.
来自12家集团公司的数据已经被整合和统一——5700万客户, 1000万服务, 1.5亿次快速消费品交易.
团队执行特征工程和数据转换, 根据选择的特征计算值得分. Macro (value and potential based) and micro (behavior and lifestyle-based) segment scores have been calculated using unsupervised techniques. Lost value was calculated based on each individuals' shopping habits, 保留, and 生产 scores. The team also automated the model's development and deployed it to the campaign management system.
领先银行的数字化转型
重新定义银行的业务部门. 设计并实现客户分析用例. 设计补充客户价值主张和投资计划. 基于洞察重新设计多渠道销售流程.
我在一个为期3年的数字化转型项目中担任分析和洞察的领导角色.
I redefined 零售 and commercial banking operational segmentation models and implemented multiple customer analytics use cases on operational segments, 包括价值, 需要, 行为分割模型. 我还支持为竞选管理工作部署模型.
最后, 带领大型团队完成组织重组, 业务流程再造, 绩效管理, 平衡计分卡设计.
I redefined 零售 and commercial banking operational segmentation models and implemented multiple customer analytics use cases on operational segments, 包括价值, 需要, 行为分割模型. 我还支持为竞选管理工作部署模型.
最后, 带领大型团队完成组织重组, 业务流程再造, 绩效管理, 平衡计分卡设计.
在无医疗保健区创建以客户为中心的文化
Re-designed customer-facing processes to facilitate commitment continuity of ongoing service improvements. Designed and implemented cultural change programs to create an organizational customer advocate culture to make customers the #1 priority.
想要创建的医疗自由区, 维护, 不断完善规范的高质量医疗环境, 健康与综合医学, 促进学术学习环境的形成, 为患者的利益设计和提供服务, 专业人士, 运营商, 并使投资者的财务回报和股东价值最大化.
根据这一愿景，该项目有两个目标:
• Ensure that the free zone operator provides an exceptional experience to healthcare providers and industry 专业人士 to generate word of mouth.
• Ensure that healthcare providers offer an exceptional experience to patients and families with support and guidance from the free zone to generate referrals for more.
根据这一愿景，该项目有两个目标:
• Ensure that the free zone operator provides an exceptional experience to healthcare providers and industry 专业人士 to generate word of mouth.
• Ensure that healthcare providers offer an exceptional experience to patients and families with support and guidance from the free zone to generate referrals for more.
教育
1996 - 2001
管理信息系统学士学位
Bogazici大学-伊斯坦布尔，土耳其
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