{"id":135,"date":"2020-01-11T12:50:42","date_gmt":"2020-01-11T10:50:42","guid":{"rendered":"http:\/\/argusga.com\/blog\/?p=135"},"modified":"2021-03-31T14:24:09","modified_gmt":"2021-03-31T11:24:09","slug":"is-sonuclarina-hizmet-edecek-bir-musteri-deneyimi-tasarlamak","status":"publish","type":"post","link":"https:\/\/argusga.com\/blog\/is-sonuclarina-hizmet-edecek-bir-musteri-deneyimi-tasarlamak\/","title":{"rendered":"M\u00fc\u015fteri Deneyimi ile B\u00fcy\u00fcmek"},"content":{"rendered":"\n

M\u00fc\u015fteri deneyimi\n(CX) \u00f6zellikle ge\u00e7ti\u011fimiz on y\u0131lda \u015firketlerin g\u00fcndeminde parlayan bir kavram. M\u00fc\u015fteri\ndeneyimi denince \u00e7o\u011funlukla, m\u00fc\u015fterinin markayla etkile\u015fimini (brand\nengagement), m\u00fc\u015fteri memnuniyeti, sadakati veya m\u00fc\u015fteri tavsiye oranlar\u0131n\u0131\n(NPS-net promoter score) art\u0131rmak gibi dolayl\u0131 hedeflere hizmet eden sofistike\nbir yakla\u015f\u0131m akla geliyor. Peki ger\u00e7ekten m\u00fc\u015fteri deneyim programlar\u0131n\u0131n hedefi\nbu kadar soyut mudur? M\u00fc\u015fteri deneyimi programlar\u0131n\u0131n i\u015f sonu\u00e7lar\u0131na hizmet\nedecek \u015fekilde y\u00f6netilmesi m\u00fcmk\u00fcn m\u00fcd\u00fcr?<\/em><\/p>\n\n\n\n

  1. M\u00fc\u015fteri deneyimi \u015firket i\u00e7inde kimin g\u00f6revi?<\/strong><\/li><\/ol>\n\n\n\n

    M\u00fc\u015fteri\ndeneyimi, m\u00fc\u015fterilerin markayla ya\u015fad\u0131klar\u0131 deneyimin toplam\u0131n\u0131 kapsar.\nMarkan\u0131n zihindeki yerinden ba\u015flar, al\u0131\u015fveri\u015f \u00f6ncesi, s\u0131ras\u0131, sonras\u0131 ve\nkullan\u0131c\u0131 deneyimine kadar uzan\u0131r. Dokundu\u011fu t\u00fcm bu fazlar bir \u015firketin farkl\u0131\nb\u00f6l\u00fcmlerinin yetki alan\u0131na dokunur. Pazarlama, sat\u0131\u015f, ticari pazarlama, sat\u0131\u015f\nsonras\u0131 (teknik servis), m\u00fc\u015fteri hizmetleri ve tedarik zinciri y\u00f6netimi gibi\nb\u00f6l\u00fcmlerin yapt\u0131\u011f\u0131 i\u015flerden do\u011frudan etkilenilir. T\u00fcrkiye\u2019de ve d\u00fcnyada \u00e7ok az\n\u015firket, m\u00fc\u015fteri deneyimini bir b\u00fct\u00fcn olarak y\u00f6neten bir yap\u0131lanmaya sahiptir. Bu\ny\u00fczden \u015firketlerin m\u00fc\u015fteri deneyimi program\u0131 \u015firketin i\u00e7inde kimin\nsorumlulu\u011funa  verilmi\u015fse, o b\u00f6l\u00fcm\u00fcn\nperspektifi ile y\u00f6netilir. M\u00fc\u015fteri deneyimi program\u0131 alt\u0131nda \u015fu kapsamda i\u015fleri\ng\u00f6rebilirsiniz: <\/p>\n\n\n\n

    • M\u00fc\u015fteri ili\u015fkileri y\u00f6netimi (\u00e7a\u011fr\u0131 merkezi, m\u00fc\u015fteri\nhizmetleri noktalar\u0131, \u015fikayet y\u00f6netimi, sadakat y\u00f6netimi) <\/li>
    • Al\u0131\u015fveri\u015f deneyimi y\u00f6netimi (ticari pazarlama, sat\u0131\u015f\nnoktas\u0131 ileti\u015fimi, merchandising, sat\u0131\u015f kampanyalar\u0131, online ve mobil kanallar,\n\u015fube\/ma\u011faza tasar\u0131m\u0131) <\/li>
    • Pazarlama etkinlik y\u00f6netimi (ilham veren etkinlikler,\n\u00fcr\u00fcn deneme aktiviteleri, sponsorluklar, marka i\u015fbirlikleri, dijital pazarlama\nprogram\u0131) <\/li><\/ul>\n\n\n\n

      Ancak bunlar\u0131n hi\u00e7birisi tek ba\u015f\u0131na m\u00fc\u015fteri deneyiminin toplam\u0131na hizmet etmez. Sa\u011fl\u0131kl\u0131 olan t\u00fcm ilgili birimlerle e\u015fg\u00fcd\u00fcml\u00fc \u00e7al\u0131\u015fan bir m\u00fc\u015fteri deneyimi b\u00f6l\u00fcm\u00fc olu\u015fturmakt\u0131r. <\/p>\n\n\n\n

      2. M\u00fc\u015fteri deneyimi 4 \u015feyin yolculu\u011funu etkiler.<\/strong><\/p>\n\n\n\n

      M\u00fc\u015fteri deneyimi sadece\nm\u00fc\u015fterilerin markayla ya\u015fad\u0131klar\u0131 deneyim yolculu\u011funu kapsamaz. Etkili bir\nm\u00fc\u015fteri y\u00f6netimi program\u0131 4 \u015feyin yolculu\u011funu (ak\u0131\u015f\u0131n\u0131) i\u015f sonu\u00e7lar\u0131na hizmet\nedecek \u015fekilde y\u00f6netilmesini kapsar:<\/p>\n\n\n\n

      • \u0130nsanlar<\/li>
      • \u00dcr\u00fcnler<\/li>
      • S\u00fcre\u00e7ler<\/li>
      • Zaman<\/li><\/ul>\n\n\n\n

        Bu d\u00f6rt \u015feyi bir birini besleyen \u0131rmaklar gibi d\u00fc\u015f\u00fcn\u00fcrsek, her birisinin g\u00fc\u00e7l\u00fc ve kesintisiz \u015fekilde akmas\u0131 i\u00e7in \u00f6n\u00fcndeki engellerin kald\u0131r\u0131lmas\u0131 gerekir. Temelde etkili bir m\u00fc\u015fteri deneyimi program\u0131, insanlar\u0131n, \u00fcr\u00fcnlerin, s\u00fcre\u00e7lerin ve zaman\u0131n i\u015f sonu\u00e7lar\u0131yla uyumlu hale gelmesinin \u00f6n\u00fcndeki engelleri nas\u0131l kald\u0131rabilece\u011fimizi tan\u0131mlar. <\/p>\n\n\n\n

        3. M\u00fc\u015fteri deneyimi hangi i\u015f sonu\u00e7lar\u0131n\u0131 hedeflemeli?<\/strong><\/p>\n\n\n\n

        Markalar\u0131n en temel 3 hedefi vard\u0131r: 1) sat\u0131\u015f cirosunu art\u0131rmak (veya ciro pazar pay\u0131n\u0131), 2) karl\u0131l\u0131\u011f\u0131 b\u00fcy\u00fctmek 3) marka de\u011ferini art\u0131rmak. Tabii ki, bu hedefler, markan\u0131n b\u00fcy\u00fcmesinin devaml\u0131 k\u0131lmak i\u00e7in kal\u0131c\u0131 ve s\u00fcrekli de olmak zorundad\u0131r. Temel marka hedeflerinin g\u00fcndelik operasyonlardaki kar\u015f\u0131l\u0131\u011f\u0131 ise \u015fu \u015fekillerde \u00f6n\u00fcm\u00fcze \u00e7\u0131kar:<\/p>\n\n\n\n

        Kendisine\nait sat\u0131\u015f noktas\u0131na sahip olmayan h\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnleri gibi kategoriler i\u00e7in:<\/p>\n\n\n\n

        • T\u00fcketicinin marka tercih setine girmek<\/li>
        • Sat\u0131n al\u0131nacak markalar aras\u0131nda \u00f6ncelikli olmak<\/li>
        • Hane penetrasyonunu art\u0131rmak (eri\u015filen m\u00fc\u015fteri\nsay\u0131s\u0131n\u0131 art\u0131rmak)<\/li>
        • Toplam ihtiyac\u0131 kar\u015f\u0131lamaktaki pay\u0131 art\u0131rmak (demand\ncoverage)<\/li>
        • \u00c7apraz sat\u0131\u015flar\u0131 art\u0131rmak<\/li><\/ul>\n\n\n\n

          Kendisine\nait sat\u0131\u015f noktas\u0131 olan perakendecilik gibi kategoriler i\u00e7in:<\/p>\n\n\n\n

          • Ma\u011faza trafi\u011fini art\u0131rmak<\/li>
          • Trafi\u011fin sat\u0131\u015fa d\u00f6nme oran\u0131n\u0131 art\u0131rmak (conversion rate)<\/li>
          • Sepete giren \u00fcr\u00fcn say\u0131s\u0131n\u0131 (average basket size) art\u0131rmak <\/li>
          • Ortalama sepet de\u011ferini (average basket value) art\u0131rmak<\/li>
          • Yeniden sat\u0131n al\u0131m oran\u0131n\u0131 (repeat rate) art\u0131rmak <\/li>
          • Ma\u011fazan\u0131n benzer d\u00f6nemdeki sat\u0131\u015f cirosunu (like-for-like sales)  art\u0131rmak<\/li>
          • Ma\u011fazan\u0131n benzer d\u00f6nemdeki karl\u0131l\u0131\u011f\u0131n\u0131 (like-for-like profitability)  art\u0131rmak.<\/li><\/ul>\n\n\n\n

            4. M\u00fc\u015fteri deneyimi i\u015f sonu\u00e7lar\u0131na nas\u0131l hizmet edebilir?<\/strong> Nihai i\u015f hedefleri i\u00e7in m\u00fc\u015fteri deneyimi program\u0131 insanlar\u0131n 1) alg\u0131lar\u0131n\u0131, 2) duyular\u0131n\u0131, 3) duygular\u0131n\u0131, 4) kararlar\u0131n\u0131 ve 5) davran\u0131\u015flar\u0131n\u0131 markam\u0131z\u0131n lehine de\u011fi\u015ftirmesi gerekir. Bu kadar \u00e7ok \u015feyi birden etkileyebilmek i\u00e7in ise t\u00fcm bunlara nas\u0131l etki edebilece\u011fimizi a\u00e7\u0131\u011fa \u00e7\u0131karan derinlemesine i\u00e7 g\u00f6r\u00fcye ihtiyac\u0131m\u0131z var. Argus Growth Agency olarak, on y\u0131ldan uzun zamand\u0131r, insanlar\u0131n markalarla nas\u0131l ili\u015fki kurduklar\u0131, marka tercih setlerini nas\u0131l olu\u015fturduklar\u0131 ve sat\u0131n alma kararlar\u0131n\u0131 nas\u0131l olu\u015fturduklar\u0131 konular\u0131nda \u00e7al\u0131\u015f\u0131yoruz. 2010 y\u0131l\u0131nda geli\u015ftirdi\u011fimiz TEMP\u00ae tekni\u011fi ile, art\u0131k m\u00fc\u015fterilerin alg\u0131lar\u0131, duyular\u0131, duygular\u0131, kararlar\u0131 ve davran\u0131\u015flar\u0131n\u0131 marka lehine nas\u0131l de\u011fi\u015ftirebilece\u011fimize ili\u015fkin ba\u011flant\u0131lar\u0131 ve f\u0131rsatlar\u0131 a\u00e7\u0131\u011fa \u00e7\u0131karabiliyoruz. Dahas\u0131, ortaya \u00e7\u0131kard\u0131\u011f\u0131m\u0131z f\u0131rsatlar\u0131n hangi i\u015f sonucuna nas\u0131l etki edece\u011fine ili\u015fkin rakamsal b\u00fcy\u00fckl\u00fckleri de tespit edebiliyoruz.
            Ortaya \u00e7\u0131kard\u0131\u011f\u0131m\u0131z f\u0131rsatlar\u0131 markan\u0131n m\u00fc\u015fteriye 1) nas\u0131l temas edece\u011fi (Contact), 2) ilgisini nas\u0131l \u00e7ekece\u011fi (Stimulation), 3) nas\u0131l bir etkile\u015fim yarataca\u011f\u0131 (Engagement) ve 4) t\u00fcm di\u011fer markalardan nas\u0131l ayr\u0131\u015faca\u011f\u0131 (Authenticity) gibi boyutlarda somut uygulama \u00f6nerilere d\u00f6n\u00fc\u015ft\u00fcren bir m\u00fc\u015fteri deneyim stratejisi tasarlamakta kullan\u0131yoruz. <\/p>\n\n\n\n

            Bug\u00fcne kadar, ba\u015fta Coca-Cola \u0130\u00e7ecek, Anadolu Efes, Ko\u00e7ta\u015f, Flo, KFC, Kidzania, QNB Finansinvest olmak \u00fczere onlarca \u015firkete\/markaya yapt\u0131\u011f\u0131m\u0131z TEMP\u00ae ara\u015ft\u0131rmalar\u0131 ve stratejileri ile i\u015f sonu\u00e7lar\u0131 \u00fczerinde k\u0131sa s\u00fcrede etkili sonu\u00e7lar ortaya koyduk. TEMP\u00ae\u2019i klasik yakla\u015f\u0131mlar\u0131ndan ay\u0131ran temel fark, \u00e7ok katmanl\u0131 bir olguya, \u00e7ok katmanl\u0131 dokunan farkl\u0131 i\u00e7 g\u00f6r\u00fc teknikleri ile yakla\u015fmas\u0131. <\/p>\n\n\n\n

            • \"\"<\/figure><\/li><\/ul>\n\n\n\n
              \"\"\/<\/figure>\n\n\n\n

              Yeni \u00e7a\u011f, rekabetin her alanda daha yo\u011funla\u015faca\u011f\u0131 bir d\u00f6nem olacak. Yapt\u0131\u011f\u0131m\u0131z yat\u0131r\u0131m ve harcamalar\u0131n i\u015f sonu\u00e7lar\u0131 \u00fczerinde olumlu etkisi olaca\u011f\u0131n\u0131 \u2018umarak\u2019 hareket edece\u011fimiz zamanlar \u00e7oktan geride kald\u0131. Art\u0131k, harcad\u0131\u011f\u0131m\u0131z her bir kuru\u015fun ve att\u0131\u011f\u0131m\u0131z her bir ad\u0131m\u0131n i\u015f sonu\u00e7lar\u0131 \u00fczerindeki etkisini daha net \u015fekilde ‘bildi\u011fimiz’, yat\u0131r\u0131m\u0131n geri d\u00f6n\u00fc\u015f\u00fcn\u00fc izleyebildi\u011fimiz yakla\u015f\u0131mlara ihtiya\u00e7 var. T\u00fcrkiye’nin tek b\u00fcy\u00fcme dan\u0131\u015fmanl\u0131\u011f\u0131 \u015firketi olarak t\u00fcm oda\u011f\u0131m\u0131z b\u00fcy\u00fcmeyi s\u00fcrekli ve \u00f6l\u00e7\u00fclebilir k\u0131lacak yeni teknikler ve y\u00f6netim modelleri geli\u015ftirmek. Yeni \u00e7a\u011fa daha haz\u0131r olmak i\u00e7in. <\/p>\n\n\n\n

              Bora Al\u00e7\u0131<\/p>\n\n\n\n

              Kurucu, <\/p>\n\n\n\n

              Argus\nGrowth Agency: T\u00fcrkiye\u2019nin lider b\u00fcy\u00fcme dan\u0131\u015fmanl\u0131\u011f\u0131 \u015firketi<\/p>\n\n\n\n

              Argus Growth\nAgency \u015firketlerin ve markalar\u0131n b\u00fcy\u00fcme performans\u0131n\u0131 geli\u015ftirecek dan\u0131\u015fmanl\u0131k,\nanaliz ve ara\u015ft\u0131rma hizmetleri sunar. B\u00fcy\u00fcme hedeflerinizi ger\u00e7ekle\u015ftirmeniz\ni\u00e7in size de yol g\u00f6stermemizi isterseniz bize ula\u015f\u0131n: hello@argusga.com<\/p>\n\n\n\n

              <\/p>\n","protected":false},"excerpt":{"rendered":"

              M\u00fc\u015fteri deneyimi (CX) \u00f6zellikle ge\u00e7ti\u011fimiz on y\u0131lda \u015firketlerin g\u00fcndeminde parlayan bir kavram. M\u00fc\u015fteri deneyimi denince \u00e7o\u011funlukla, m\u00fc\u015fterinin markayla etkile\u015fimini (brand engagement), m\u00fc\u015fteri memnuniyeti, sadakati veya m\u00fc\u015fteri tavsiye oranlar\u0131n\u0131 (NPS-net promoter score) art\u0131rmak gibi dolayl\u0131 hedeflere hizmet eden sofistike bir yakla\u015f\u0131m akla geliyor. Peki ger\u00e7ekten m\u00fc\u015fteri deneyim programlar\u0131n\u0131n hedefi bu kadar soyut mudur? M\u00fc\u015fteri deneyimi programlar\u0131n\u0131n […]<\/p>\n","protected":false},"author":1,"featured_media":321,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/posts\/135"}],"collection":[{"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/comments?post=135"}],"version-history":[{"count":9,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/posts\/135\/revisions"}],"predecessor-version":[{"id":292,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/posts\/135\/revisions\/292"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/media\/321"}],"wp:attachment":[{"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/media?parent=135"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/categories?post=135"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/tags?post=135"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}