Leader Spotlight: Experience-driven culture, with Mustafa Altay

Mustafa Altay, Product, UX, and Service Design Director at Allianz-Turkey, joined the company in 2022 with an extensive 20-year background in IT, UX, and strategic management. Previously with Turkcell, he now spearheads Allianz's digital transformation, aiming to evolve the company's app into a comprehensive platform for lead generation. The app presently serves customer service functions but is central to Allianz-Turkey's digital strategy, which focuses on enhancing user experience through proactive and reactive feedback collection, such as through Net Promoter Scores and user engagement metrics. Altay emphasizes the shift from a data-driven to an experience-driven culture, advocating for increased user empathy and usability testing to anticipate and address customer needs. He also notes the challenge of aligning departmental KPIs with company-wide objectives and underscores the importance of continuous learning, having pursued multiple degrees to broaden his perspectives. Altay credits Allianz's global reach and educational opportunities for fostering a culture of ongoing professional development.

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