Merhaba de\u011ferli okurlar, ben Zekeriya Arslan.<\/p>\n\n\n\n
\u0130\u015f d\u00fcnyas\u0131nda uzun y\u0131llar ge\u00e7irdi\u011finizde, baz\u0131 kavramlar\u0131n nas\u0131l evrildi\u011fine, geli\u015fti\u011fine ve kabuk de\u011fi\u015ftirdi\u011fine bizzat \u015fahitlik ediyorsunuz. CX D\u00fcnyas\u0131 ve Gelece\u011fi<\/em> kitab\u0131m\u0131 yazarken, m\u00fc\u015fteri ili\u015fkilerindeki bu b\u00fcy\u00fck evrimi en net bi\u00e7imde anlatt\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcm, bana ait olan 104 numaral\u0131 \u015fu \u00f6zdeyi\u015fe yer vermi\u015ftim: “CRM sol beyindi, CXM ise sa\u011f.”<\/em> (1)<\/p>\n\n\n\n Peki bu “sa\u011f” ve “sol” beyin metaforuyla anlatmak istedi\u011fim tam olarak nedir? Gelin, i\u015fin teknik terimlerinden biraz uzakla\u015f\u0131p, insan do\u011fas\u0131na uzanan bu yolculu\u011fu kitab\u0131m\u0131n “CX D\u00fcnyas\u0131 ve Gelece\u011fi” b\u00f6l\u00fcm\u00fcndeki konularla harmanlayarak birlikte inceleyelim.<\/p>\n\n\n\n Sekt\u00f6r\u00fcn i\u00e7indeki tecr\u00fcbeli profesyoneller hat\u0131rlayacakt\u0131r; 2000’li y\u0131llar\u0131n ba\u015flar\u0131nda i\u015f d\u00fcnyas\u0131nda inan\u0131lmaz bir CRM (M\u00fc\u015fteri \u0130li\u015fkileri Y\u00f6netimi – Customer Relationship Management) r\u00fczgar\u0131 esiyordu. Sat\u0131\u015f \u00f6ncesi, sat\u0131\u015f esnas\u0131 ve sat\u0131\u015f sonras\u0131n\u0131 kapsayan bu sistem, asl\u0131nda hepimize olduk\u00e7a b\u00fct\u00fcnc\u00fcl bir yakla\u015f\u0131m \u00f6neriyordu. Ancak temelde yapt\u0131\u011f\u0131 \u015fey “iyi bir veritaban\u0131 y\u00f6netimi” tavsiye etmekten ibaretti (2).<\/p>\n\n\n\n CRM yakla\u015f\u0131m\u0131nda m\u00fc\u015fterinin ne ald\u0131\u011f\u0131, ne zaman ald\u0131\u011f\u0131 ve demografik bilgileri gibi rasyonel veriler i\u015fleniyordu. T\u0131pk\u0131 insan beyninin analitik, matematiksel ve mant\u0131ksal i\u015flevlerini y\u00fcr\u00fcten “sol lobu” gibi, CRM de markalar\u0131n sol beyni olarak kusursuzca \u00e7al\u0131\u015f\u0131yordu.<\/p>\n\n\n\n Ancak zaman ilerledik\u00e7e sadece veritaban\u0131 y\u00f6netimine dayal\u0131 CRM yetersiz kalmaya ba\u015flad\u0131 (3). Neden mi? \u00c7\u00fcnk\u00fc m\u00fc\u015fteriler sadece birer veri veya Excel sat\u0131r\u0131 de\u011fillerdi. Kitab\u0131mda yer verdi\u011fim, Colin Shaw’a ait o harika s\u00f6z\u00fcn tam da bu noktada alt\u0131n\u0131 \u00e7izmek isterim: “M\u00fc\u015fteriler irrasyoneldir, bununla m\u00fccadele etmeyin, bunu kabullenin; duygular\u0131yla sat\u0131n al\u0131r ve mant\u0131klar\u0131yla savunurlar.”<\/em> (4)<\/p>\n\n\n\n M\u00fc\u015fterinin bu duygusal ve rasyonel olmayan do\u011fas\u0131, markalar\u0131n sadece sol beyinle (mant\u0131kla ve matematikle) de\u011fil, sa\u011f beyinle (duygu, empati, yarat\u0131c\u0131l\u0131k, b\u00fct\u00fcnsel deneyim) hareket etmesini zorunlu k\u0131ld\u0131. \u0130\u015fte CRM’i de kapsayan ama i\u015fin i\u00e7ine duyguyu, empatiyi ve ak\u0131lda kalan an\u0131lar\u0131 katan CXM (M\u00fc\u015fteri Deneyimi Y\u00f6netimi) kavram\u0131 b\u00f6yle do\u011fdu.<\/p>\n\n\n\n Elbette bu d\u00f6n\u00fc\u015f\u00fcm her marka i\u00e7in p\u00fcr\u00fczs\u00fcz olmad\u0131. Kitab\u0131m\u0131n “Dijital Yerliler” b\u00f6l\u00fcm\u00fcnde de bahsetti\u011fim gibi; geleneksel yap\u0131dan CRM’e, oradan da CXM’e ge\u00e7i\u015f yapmak zorunda kalan k\u00f6kl\u00fc markalar\u0131n b\u00fcy\u00fck bir k\u0131sm\u0131 bu a\u015famalarda ciddi sanc\u0131lar ya\u015fad\u0131lar. Ge\u00e7i\u015f s\u00fcre\u00e7lerinde bocalad\u0131lar \u00e7\u00fcnk\u00fc eskinin o a\u011f\u0131r bagaj\u0131n\u0131 ve al\u0131\u015fkanl\u0131klar\u0131n\u0131 s\u0131rtlar\u0131nda ta\u015f\u0131mak zorundayd\u0131lar (5).<\/p>\n\n\n\n \u00d6te yandan, “kurumsal dijital yerliler” olarak adland\u0131rd\u0131\u011f\u0131m\u0131z yeni nesil \u015firketler ise \u00e7ok daha \u015fansl\u0131yd\u0131lar. Onlar do\u011frudan CX d\u00fcnyas\u0131n\u0131n i\u00e7ine, yani eskinin y\u00fck\u00fcn\u00fc ta\u015f\u0131madan sa\u011f beynin o renkli ve empati dolu evrenine do\u011fdular (6). Bu y\u00fczden de\u011fi\u015fime \u00e7ok daha h\u0131zl\u0131 adapte olabildiler.<\/p>\n\n\n\n Sonu\u00e7 Olarak;<\/strong> Veri y\u00f6netimi ve mant\u0131k (sol beyin) her zaman i\u015fimizin sa\u011flam bir temeli olmak zorundad\u0131r. Ancak m\u00fc\u015fterinizin kalbini kazanmak, onlara ak\u0131c\u0131 ve unutulmaz bir yolculuk tasarlamak istiyorsan\u0131z CXM’in empati dolu “sa\u011f beyin” yeteneklerine mutlaka ihtiyac\u0131n\u0131z var. Unutmay\u0131n; mant\u0131k insan\u0131 y\u00f6nlendirir ama harekete ge\u00e7iren her zaman duygudur.<\/p>\n\n\n\n Sevgiyle ve deneyimle kal\u0131n…<\/p>\n\n\n\n Zekeriya ARSLAN<\/strong><\/p>\n\n\n\n Kaynak\u00e7a:<\/strong> (1) Sayfa 392, 2- CX Konulu \u00d6zdeyi\u015fler. (S\u00f6z No: 104 – “CRM sol beyindi, CXM ise \u201csa\u011f\u201d.<\/em> (2) Sayfa 59, 1- CX D\u00fcnyas\u0131 ve Gelece\u011fi (CX Tan\u0131m\u0131) (3) Sayfa 59, 1- CX D\u00fcnyas\u0131 ve Gelece\u011fi (CX Tan\u0131m\u0131) (4) Sayfa 367, 2- CX Konulu \u00d6zdeyi\u015fler. (S\u00f6z No: 59 – “M\u00fc\u015fteriler irrasyoneldir, bununla m\u00fccadele etmeyin, bunu kabullenin; duygular\u0131yla sat\u0131n al\u0131r ve mant\u0131klar\u0131yla savunurlar.” – Colin Shaw)<\/em> (5) Sayfa 93, 1- CX D\u00fcnyas\u0131 ve Gelece\u011fi (Dijital Yerliler – Kurumsal) (6) Sayfa 93, 1- CX D\u00fcnyas\u0131 ve Gelece\u011fi (Dijital Yerliler – Kurumsal)<\/p>\n","protected":false},"excerpt":{"rendered":" Merhaba de\u011ferli okurlar, ben Zekeriya Arslan. \u0130\u015f d\u00fcnyas\u0131nda uzun y\u0131llar ge\u00e7irdi\u011finizde, baz\u0131 kavramlar\u0131n nas\u0131l evrildi\u011fine, geli\u015fti\u011fine ve kabuk de\u011fi\u015ftirdi\u011fine bizzat \u015fahitlik ediyorsunuz. CX D\u00fcnyas\u0131 ve Gelece\u011fi [\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":2070,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2069","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-haber"],"_links":{"self":[{"href":"https:\/\/echoccs.com\/wp-blog\/index.php\/wp-json\/wp\/v2\/posts\/2069","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=2069"}],"version-history":[{"count":1,"href":"https:\/\/echoccs.com\/wp-blog\/index.php\/wp-json\/wp\/v2\/posts\/2069\/revisions"}],"predecessor-version":[{"id":2071,"href":"https:\/\/echoccs.com\/wp-blog\/index.php\/wp-json\/wp\/v2\/posts\/2069\/revisions\/2071"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/echoccs.com\/wp-blog\/index.php\/wp-json\/wp\/v2\/media\/2070"}],"wp:attachment":[{"href":"https:\/\/echoccs.com\/wp-blog\/index.php\/wp-json\/wp\/v2\/media?parent=2069"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/echoccs.com\/wp-blog\/index.php\/wp-json\/wp\/v2\/categories?post=2069"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/echoccs.com\/wp-blog\/index.php\/wp-json\/wp\/v2\/tags?post=2069"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Sol Beynin Hakimiyeti: Veri ve Mant\u0131k<\/h3>\n\n\n\n
Sa\u011f Beyne Ge\u00e7i\u015f: Duygular ve \u0130rrasyonalite<\/h3>\n\n\n\n
Kurumsal D\u00f6n\u00fc\u015f\u00fcm Sanc\u0131lar\u0131 ve Dijital Yerliler<\/h3>\n\n\n\n