Nilay Gulenoglu

LOGO YAZILIM, Istanbul, Turkey  10/ 2021 – Present
Customer Experience Director

Defined and led the end-to-end Customer Experience strategy for B2B ERP software products, covering both on-premise and cloud-based solutions. Owned customer experience management across multiple customer segments, including business partners, corporate customers, and end users. Designed customer journeys, identified experience gaps, and established CX measurement frameworks to enable data-driven decision-making across the organization. Built and operationalized a real-time Voice of the Customer (VoC) dashboard structure, enabling company-wide visibility, usage, and actionability of CX insights.

Led the organizational transformation by consolidating Customer Relations and Support teams under a single CX governance model, driving operational efficiency, cost optimization, and cultural change. Established scalable, system-driven and measurable CX processes, replacing manual operations with automated and reportable workflows. Initiated advanced data analytics initiatives, including churn prediction modeling, to proactively identify at-risk customers before churn occurred. Launched company-wide CX culture programs, including internal trainings, webinars, and partner-focused CX workshops.

Key achievements:

• Delivered $1M cost savings by unifying Customer Relations and Support teams under a single CX leadership model, simplifying operations and increasing efficiency.
  
  


• Automated 75% of previously manual processes, enabling scalable, system-based and real-time CX management.
  
  


• Ensured 90% of all CX-related activities became fully reportable, increasing transparency and executive-level visibility.
  
  


• Achieved 60% cost savings in call center quality management across multiple teams and 55% time efficiency improvement through process optimization.
  
  


• Established a VoC dashboard and CX metrics framework that enabled real-time tracking and actionable insights across all touchpoints.
  
  


• Initiated churn prediction modeling using data analytics to proactively identify customers at risk and support retention strategies.
  
  


• Launched CX culture transformation programs, including company-wide CX webinars and training initiatives impacting all employees.
  
  


• Designed and delivered Customer Experience workshops for business partners, providing 1-day CX foundation trainings focused on practical application.
  
  


• Embedded CX metrics into company scorecards by defining product- and touchpoint-based CX KPIs, ensuring organization-wide ownership of CX improvement targets.

BUPA Acıbadem Insurance, Istanbul, Turkey 04/2021 – 10/2023

Customer Experience Manager

Define customer experience strategy and lead relevant initiatives to ensure that each touchpoint across the customer journey is engaging and effective, reporting to Sanitas Spain. Create customer journeys and launch Net Promoter Score (NPS) surveys at micro-moments. Develop and promote customer-oriented and data-driven approaches, processes and customer journeys throughout the company by Agile Methodology. Demonstrate CX improvement results across the end-to-end customer journey by measuring NPS as customer advocacy metric, customer satisfaction (CSAT) and a positive impact on the retention rate. Manage organisational culture change and transformation processes. Carrying out digital health services customer experience. Create a customer experience strategy with BUPA.

• Planned and implemented the 2021 target plan, initiated the measurement methods without any problems, published them on platforms that all employees could see, and completed the annual CX Improvement action target 2 months in advance.

EMAAR Turkey, Istanbul, Turkey 12/2020 – 04/2021

CRM Consultant (Contractor)

Guided the real estate company with setting and managing all customer management, luxury customer segmentation and data management strategies. Improved processes within mobile application. Built Zoho CRM and completed data transfer to the system.

Jarvis Atelier, Istanbul, Turkey 01/2019 – 12/2020

CRM & Customer Experience Consultant

Provided consultancy from the start-up company to the FMCG, food retail and fashion retail companies in setting B2B and B2C loyalty program strategy. Supported companies with online and offline CX mapping by design thinking methodology. Created a path and repeatable process for the companies to follow on how the work will be led and managed.

• Built B2B loyalty program in website and mobile application for the FMCG company.

JOKER & SOOBE – Actera Group, Venture Capital, Istanbul, Turkey 08/2016 – 01/2018

Customer Experience Manager

Defined and implemented CX strategy and roadmap for the Joker and Sober brands to improve the end-to-end customer journey.

Established the loyalty card program for unique customer management by managing CRM software integration with ERP and online/offline data integrations. Designed online and offline customer journeys and NPS for micro-moments. Supported employees in CX improvement initiatives to spread the customer-focused approach by delivering trainings and organising regular meetings with other teams. Managed the call centre operations to increase customer satisfaction by measuring online and offline NPS scores and executing the rewarding program.

• Led ‘Data Protection Regulation Project’ by making essential changes to bring all the departments into compliance with the law.


• Saved £52,000 a year of outsourcing cost by establishing inhouse Joker/Soobe CRM system and loyalty card program in 3 months.


• Developed successful sales strategies that provided advantages for customers in their short and mid-term purchasing scenarios.


• Played vital roles in many projects, including Omni-Channel and data integration projects, to ensure the best customer journey.


• Increased sales performance by establishing monthly membership packages.

KOCTAS – Koc Group, Istanbul, Turkey 05/2014 – 07/2016

Customer Experience Manager

Established, implemented and managed CX strategy and led the team of 16 employees in the CX, market research and B2B/B2C customer relations units within the leading home improvement retailing company. Created and spread a customer-oriented culture across the organisation by organising training and regular HQ and store meetings, leading supportive customer projects and store specific improvement actions and adding CX targets to the store KPIs. Designed customer journey maps and launched NPS, CSAT, FCR scores measurement. Determined communication cycle with the customer at all online and offline channels. Coordinated campaigns focusing on acquisition, retention, up-sell, and cross-sell and monitored ROI results. Analysed and interpreted the customer data, including customer insight, usage/attitude, segmentation, pricing, exit survey, focus groups, customer satisfaction, pre/post testing, in-store experience, catalogue/insert research, brand awareness survey, customer segmentation surveys. Supported the global market research working closely with global partner, B&Q team.

• Managed the £ 5.5M budget for CX activities.


• Ensured customer retention rates were 4 times higher than competitors’, basket average was increased by 18%, the revenue of


• offer was 22 times higher in 6 months period.


• Increased the revenue by 15% through loyalty cards (online & offline shopping with phone number project).


• Reduced the closing time of complaints from 3,7 days to 1,5 days by improving the escalation structure.


• Increased the SLAs from 73% to 91% with the same cost in a short time by outsourcing the call centre within 3 months.


• Ensured an additional turnover of £ 37K by forming the profitability-based segmentation model.


• Achieved 10,000 cards and 10M TL additional turnovers by the end of the first year through the B2B loyalty program, Usta Card.


• Ensured Kartal Store’s, the busiest store, NPS score improvement was increased from -8 to +14 in 6 months.


• Defined a new category-based segmentation structure B2B and B2C loyalty program strategy and supplier portal setup and led


• the SAP-IBM integration project as a CRM Manager.


• Directed ‘Excellent Customer Experience Project’ by building 'voice of the customer’ (VOC) platform and customer insight surveys.

AY Brand – Boyner Group, Istanbul, Turkey 05/2013 – 06/2014

CRM Unite Manager

Led and maintained online and offline loyalty management programs for the luxury fashion brands, including Network, Fabrika and Divarese, to increase the number of visitors for online and offline stores. Initiated and developed brand-specific CRM and loyalty programs using data by tracing relations between customers and brands and forming insights about customer preferences and habits. Supported marketing concepts and established new segmentation structure in different categories to reinforce existing customer loyalty and attract new customers and deployed loyalty programs through all communication channels in online and offline stores.

• Enabled 13% of churn people to be activated by the end of the quarter, generating KPIs and executing the annual plan.


• Achieved a turnover of 3.7 times the same period the previous year by leading the network campaign activities, including operational, store and customer processes.


• Reduced the cost by changing the benefit rate on the offline environment and ensured this saved budget was used for other activities with customer-specific and different promotions.

PARO – Koc Group, Istanbul, Turkey 05/2008 – 05/2013

Network Loyalty Program Manager

Developed and executed network loyalty program roadmap for member companies. Planned and executed feasibility initiatives of the campaigns considering acquisition, retention, up-sell, cross-sell, churn, CLV, incremental revenue, segmentation. Monitored and tracked the results through ROI and KPIs and recommended actions to the departments and clints for continuous improvements. Generated data management activities by following up on the data quality to improve data relevant processes for all member companies. Developed ERP solutions according to member company needs.

• Significantly contributed to providing additional turnover of £298 M to program member KOC Group companies by expanding the


• ‘Additional Turnover’ approach to the group companies and designing personalised campaigns that generated turnover.


• Played a crucial role in the data flowing creation from all KOC Group companies as a single line, in the most accurate and up-to- date form by participating in 'Best Record Project' as a business leader and working with the analytical business and DWH units.

Brand Manager, Ulker & Yildiz Holding, 04/2006 – 04/2008

Junior Project Manager, Millward Brown Turkey, 07/2004 – 03/2006

Education

Bachelor in Econometrics, Marmara University, Istanbul, Turkey (GPA: 3.00)