Reference
The deployment in one sentence
Yapı Kredi Bankası runs its customer contact centre employees' call targets and role-play training on the Imona platform with 1,500 users.
Recognition
Awards won on the platform
Middle East & North Africa Stevie Awards
Sales Performance Management Solution – Implementation
Source for Middle East & North Africa Stevie Awards (opens in a new tab)Qorus–Infosys Finacle Banking Innovation Awards
Future Workforce — the only Turkish bank among the winners
Source for Qorus–Infosys Finacle Banking Innovation Awards (opens in a new tab)European Contact Centre & Customer Service Awards
Context
Where this deployment sits
Yapı Kredi Bankası operates the largest in-house contact centre among Turkey's private banks, handling regulated financial conversations with a fully remote team. Quality is audited, adherence is measured to the minute, and the cost of an inconsistent answer is not a bad review — it is a compliance finding. The bank launched its programme on Imona as BizPlay in January 2024.
Problem
What was not moving
A contact centre already measures everything. Dashboards show first-call resolution, quality score, adherence and attach rate in detail. None of that measurement moves an agent on a Tuesday afternoon in the fifth hour of a shift. Attrition stays high, new-hire ramp stays slow, and the middle of the distribution stays flat.
What was deployed
Modules and mechanics on the platform
- Shift-level call-target missions built from the metrics the centre already runs on: first-call resolution, quality score, adherence, upsell attach rate
- Role-play training, so agents rehearse the conversations and objections they will meet before they meet them live
- Training quizzes with 2,175 questions across 10 product and process categories
- A reward store where agents redeem what they earn, and 25 distinct game set-ups run since launch
- Team and squad leaderboards, scoped per queue so agents compete against comparable work
- A structured ramp path for new hires, replacing shadowing with a visible progression through call types
- AI mentor guidance at the individual level — which specific objections or call types to practise before the next shift, based on that agent's own quality pattern
- Team-leader views showing which agents are drifting before it shows up in the monthly quality report
What changed
Outcomes and operating evidence
- 1,500 customer contact centre agents and team leaders working from call targets and role-play practice rather than from a dashboard they could not act on
- New-hire ramp became a defined route with visible progress instead of an unstructured shadowing period
- Deployment cleared the information-security review of a regulated bank
- Usage reached more than 70% of the contact centre, a strong rate for the workforce, and engagement rose 200% compared with the previous method
- The bank reports a 28% overall impact on total sales from gamification
Quote
In their words
We are the first contact center in Turkey who embedded gamification into sales, training and motivation.