<\/p>\n\n\n\n
G\u00fcn\u00fcm\u00fcz i\u015f d\u00fcnyas\u0131nda \u201cm\u00fc\u015fteri deneyimi\u201d (CX) denince akla teknoloji, veri analiti\u011fi, yapay zek\u00e2 geliyor.
Ama i\u015fin \u00f6z\u00fcnde h\u00e2l\u00e2 insan var. Ve insana dair bilgelik, teknolojiden \u00e7ok daha \u00f6nce vard\u0131.<\/p>\n\n\n\n
Bu y\u00fczden bu yaz\u0131da, T\u00fcrk atas\u00f6zlerinin CX \u00fczerindeki etkilerini biraz e\u011flenceli, biraz d\u00fc\u015f\u00fcnd\u00fcr\u00fcc\u00fc \u015fekilde konu\u015faca\u011f\u0131z.
\u00c7\u00fcnk\u00fc bazen m\u00fc\u015fteriyle kurulacak o do\u011fru c\u00fcmle, CX e\u011fitiminden daha g\u00fc\u00e7l\u00fc olabilir.<\/p>\n\n\n\n
“M\u00fc\u015fteri her zaman hakl\u0131d\u0131r” demekle bitmez<\/strong><\/p>\n\n\n\n Her \u015feyi a\u00e7\u0131klayan sihirli bir s\u00f6z var: \u201cM\u00fc\u015fteri her zaman hakl\u0131d\u0131r.\u201d Cevap: ikincisi.<\/p>\n\n\n\n Osmanl\u0131 \u00e7ar\u015f\u0131lar\u0131nda m\u00fc\u015fteri d\u00fckk\u00e2na ad\u0131m\u0131n\u0131 att\u0131\u011f\u0131nda, esnaf hemen toparlan\u0131rm\u0131\u015f. Ama bir farkla: \u015eimdi elimizde mobil uygulamalar, chatbot\u2019lar, yapay zek\u00e2 ve CRM sistemleri var. Peki bu bilgelik sadece \u201cm\u00fc\u015fteri hakl\u0131d\u0131r\u201d s\u00f6z\u00fcyle mi s\u0131n\u0131rl\u0131? Atas\u00f6zleriyle m\u00fc\u015fteri yolculu\u011funa \u00e7\u0131kal\u0131m<\/strong><\/p>\n\n\n\n \u201c\u0130yi mal\u0131n m\u00fc\u015fterisi bol olur.\u201d<\/strong><\/p>\n\n\n\n \u00dcr\u00fcn kalitesi her \u015feydir. \u0130yi hizmet veya \u00fcr\u00fcn, kendi reklam\u0131n\u0131 yapar. Yani CX’in \u00f6z\u00fc asl\u0131nda bu: \u00dcr\u00fcn iyi, hizmet d\u00fczg\u00fcn olmal\u0131. \u201cUcuz alan pahal\u0131 al\u0131r.\u201d<\/strong><\/p>\n\n\n\n Herkes b\u00fct\u00e7esine g\u00f6re karar verir. Ucuza sat\u0131lan bir \u00fcr\u00fcn, e\u011fer iyi bir deneyim sunmuyorsa, m\u00fc\u015fteri i\u00e7in zaman ve enerji kayb\u0131d\u0131r. Kaliteyi uygun fiyata sunmak de\u011ferli, ama deneyimi unutursan\u0131z, fiyat bir anlam ifade etmez.<\/p>\n\n\n\n CX sadece \u201cne kadar\u201d sorusuna cevap de\u011fil. T\u00fcrk k\u00fclt\u00fcr\u00fcnde m\u00fc\u015fteri deneyimi: D\u00fcnden bug\u00fcne<\/strong><\/p>\n\n\n\n Bizim k\u00fclt\u00fcr\u00fcm\u00fczde m\u00fc\u015fteri, “velinimet” olarak g\u00f6r\u00fcl\u00fcr. Anadolu\u2019nun k\u00fc\u00e7\u00fck kasabalar\u0131nda bile m\u00fc\u015fteri geldi\u011finde \u00e7ay ikram edilir. Bug\u00fcn b\u00fcy\u00fck zincir ma\u011fazalar, global markalar, dijital platformlar bu samimiyeti yakalamaya \u00e7al\u0131\u015f\u0131yor. Ba\u015faranlar da var, hen\u00fcz ba\u015faramayanlar da. Ama herkes ayn\u0131 noktada bulu\u015fmak istiyor: M\u00fc\u015fterinin kalbine dokunmak.<\/p>\n\n\n\n Bir marka ne kadar b\u00fcy\u00fck olursa olsun, CX yakla\u015f\u0131m\u0131nda bu \u201csamimiyet kodlar\u0131n\u0131\u201d \u00e7\u00f6zmeden ba\u015far\u0131l\u0131 olamaz.<\/p>\n\n\n\n \u201cT\u00fcrk k\u00fclt\u00fcr\u00fcnde CX izleri\u201d ar\u0131yorsan\u0131z, mahalle bakkal\u0131na gidin. \u201cYanl\u0131\u015f hesap Ba\u011fdat\u2019tan d\u00f6ner\u201d ve geri bildirim<\/strong><\/p>\n\n\n\n M\u00fc\u015fteri bir sorun ya\u015fad\u0131\u011f\u0131nda ne yapar? \u0130\u015fte bu noktada “yanl\u0131\u015f hesap Ba\u011fdat\u2019tan d\u00f6ner” devreye girer. CX ekiplerinin buradan almas\u0131 gereken ders a\u00e7\u0131k: Bug\u00fcn\u00fcn m\u00fc\u015fterisi sessizce gitmez. Bonus: \u201cCehenneme giden gelir, m\u00fc\u015fterinin gideni gelmez\u201d<\/strong><\/p>\n\n\n\n CX s\u00f6zl\u00fc\u011f\u00fcne alt\u0131n harflerle yaz\u0131lmal\u0131 bu s\u00f6z. Ama gideni geri getirmek? O y\u00fczden m\u00fc\u015fteri deneyimini anl\u0131k de\u011fil, s\u00fcrd\u00fcr\u00fclebilir olarak tasarlamak \u015fart. Blog yaz\u0131m\u0131z\u0131 be\u011fendiyseniz, sizi CEO\u2019muz Zekeriya Arslan\u2019\u0131n CX D\u00fcnyas\u0131 ve Gelece\u011fi<\/em> kitab\u0131nda yer alan ba\u015fka atas\u00f6zleriyle tan\u0131\u015fmaya da davet ediyoruz.<\/p>\n","protected":false},"excerpt":{"rendered":" M\u00fc\u015fteri Deneyiminde Atas\u00f6zlerinin G\u00fcc\u00fc G\u00fcn\u00fcm\u00fcz i\u015f d\u00fcnyas\u0131nda \u201cm\u00fc\u015fteri deneyimi\u201d (CX) denince akla teknoloji, veri analiti\u011fi, yapay zek\u00e2 geliyor.Ama i\u015fin \u00f6z\u00fcnde h\u00e2l\u00e2 insan var. Ve insana dair [\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":1433,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-1427","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-makale"],"_links":{"self":[{"href":"https:\/\/echoccs.com\/wp-blog\/index.php\/wp-json\/wp\/v2\/posts\/1427","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/echoccs.com\/wp-blog\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/echoccs.com\/wp-blog\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/echoccs.com\/wp-blog\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/echoccs.com\/wp-blog\/index.php\/wp-json\/wp\/v2\/comments?post=1427"}],"version-history":[{"count":3,"href":"https:\/\/echoccs.com\/wp-blog\/index.php\/wp-json\/wp\/v2\/posts\/1427\/revisions"}],"predecessor-version":[{"id":1780,"href":"https:\/\/echoccs.com\/wp-blog\/index.php\/wp-json\/wp\/v2\/posts\/1427\/revisions\/1780"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/echoccs.com\/wp-blog\/index.php\/wp-json\/wp\/v2\/media\/1433"}],"wp:attachment":[{"href":"https:\/\/echoccs.com\/wp-blog\/index.php\/wp-json\/wp\/v2\/media?parent=1427"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/echoccs.com\/wp-blog\/index.php\/wp-json\/wp\/v2\/categories?post=1427"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/echoccs.com\/wp-blog\/index.php\/wp-json\/wp\/v2\/tags?post=1427"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
Hepimiz bunu duymu\u015fuzdur.
Peki, bu s\u00f6z sadece bir pazarlama kli\u015fesi mi? Yoksa T\u00fcrk k\u00fclt\u00fcr\u00fcn\u00fcn derinlerinden gelen bir ticaret kural\u0131 m\u0131?<\/p>\n\n\n\n
G\u00fcler y\u00fcz, h\u0131zl\u0131 hizmet ve nezaket bir refleksmi\u015f.
Bug\u00fcn bu anlay\u0131\u015f\u0131n ad\u0131 \u201cCX\u201d, yani m\u00fc\u015fteri deneyimi.<\/p>\n\n\n\n
Yine de, m\u00fc\u015fteriyi dinlemeden bunlar\u0131n hi\u00e7biri anlaml\u0131 de\u011fil.<\/p>\n\n\n\n
Hi\u00e7 sanm\u0131yoruz.
Gelin birlikte di\u011ferlerine de bakal\u0131m.<\/p>\n\n\n\n
Sosyal medya pazarlamas\u0131, reklam b\u00fct\u00e7esi ya da \u00e7ekili\u015fler, bir yere kadar etkili.
Ama m\u00fc\u015fteri k\u00f6t\u00fc bir deneyim ya\u015farsa ikinci \u015fans vermez.<\/p>\n\n\n\n
Bir m\u00fc\u015fteri memnun kald\u0131\u011f\u0131nda bunu payla\u015f\u0131r.
A\u011f\u0131zdan a\u011f\u0131za yay\u0131lan bir memnuniyet zinciri olu\u015fur.<\/p>\n\n\n\n
Gerisi zaten geliyor.<\/p>\n\n\n\n
Ancak sadece fiyat rekabetiyle m\u00fc\u015fteri kazanmak art\u0131k m\u00fcmk\u00fcn de\u011fil.<\/p>\n\n\n\n
Bu da CX a\u00e7\u0131s\u0131ndan eksi puand\u0131r.<\/p>\n\n\n\n
\u201cAsl\u0131nda ne ya\u015fatt\u0131n\u0131z?\u201d sorusunun cevab\u0131d\u0131r.<\/p>\n\n\n\n
Bu sadece bir deyim de\u011fil, neredeyse bir ya\u015fam felsefesidir.<\/p>\n\n\n\n
Bu bir sat\u0131\u015f takti\u011fi de\u011fil, samimiyetin bir ifadesidir.<\/p>\n\n\n\n
Kendisinden al\u0131nan yo\u011furdun yan\u0131nda \u201ceksik olmas\u0131n\u201d diye verilen limonu g\u00f6r\u00fcn.
\u0130\u015fte deneyim budur.<\/p>\n\n\n\n
Genelde geri bildirim verir.
Bu bazen bir e-posta, bazen de sosyal medya payla\u015f\u0131m\u0131d\u0131r.<\/p>\n\n\n\n
Yani hata varsa, fark edilir.
Ve \u00e7\u00f6z\u00fclmezse, marka imaj\u0131 zedelenir.<\/p>\n\n\n\n
Hatal\u0131 deneyimler zaman\u0131nda telafi edilmezse, m\u00fc\u015fteri geri gelmez.<\/p>\n\n\n\n
Yazar, payla\u015f\u0131r, anlat\u0131r.
Ve sizin bir m\u00fc\u015fteriyle ya\u015fad\u0131\u011f\u0131n\u0131z deneyim, binlercesine ula\u015fabilir.<\/p>\n\n\n\n
M\u00fc\u015fteri kayb\u0131, telafisi en zor kay\u0131plardan biridir.
Bir m\u00fc\u015fteriyi kazanmak i\u00e7in harcad\u0131\u011f\u0131n\u0131z maliyet, onu elde tutmaktan daha fazlad\u0131r.<\/p>\n\n\n\n
\u0130\u015fte o ger\u00e7ek bir mucize olur.<\/p>\n\n\n\n
\u0130lk al\u0131\u015fveri\u015f de\u011fil, be\u015finci al\u0131\u015fveri\u015f hedeflenmeli.<\/p>\n\n\n\n