{"id":7469,"date":"2018-07-20T10:44:22","date_gmt":"2018-07-20T07:44:22","guid":{"rendered":"https:\/\/www.kariyer.net\/ik-blog\/?p=7469"},"modified":"2018-07-21T14:46:56","modified_gmt":"2018-07-21T11:46:56","slug":"arastirma-musteri-memnuniyeti-icin-3-tutarlilik-faktoru","status":"publish","type":"post","link":"https:\/\/www.kariyer.net\/ik-blog\/arastirma-musteri-memnuniyeti-icin-3-tutarlilik-faktoru\/","title":{"rendered":"Ara\u015ft\u0131rma: M\u00fc\u015fteri memnuniyeti i\u00e7in 3 tutarl\u0131l\u0131k fakt\u00f6r\u00fc\u00a0"},"content":{"rendered":"<p><strong>Bir hizmet ya da \u00fcr\u00fcn\u00fc sat\u0131n almak i\u00e7in yapt\u0131\u011f\u0131m\u0131z i\u015flemler, buzda\u011f\u0131n\u0131n sadece g\u00f6r\u00fcnen k\u0131sm\u0131n\u0131 olu\u015fturur. M\u00fc\u015fteri deneyimi dedi\u011fimiz, sat\u0131\u015f \u00f6ncesi ve sonras\u0131nda devam eden yolculuk ise uzun ve zorlu bir s\u00fcre\u00e7tir. \u00dcnl\u00fc dan\u0131\u015fmanl\u0131k \u015firketi\u00a0McKinsey, bu yolculu\u011fu anlamak ad\u0131na, 14 farkl\u0131 sekt\u00f6rden 27 bin t\u00fcketiciyle bir m\u00fc\u015fteri deneyimi anketi ger\u00e7ekle\u015ftirdi. Ara\u015ft\u0131rma, etkili bir m\u00fc\u015fteri yolculu\u011fu ad\u0131na \u00f6nemli ipu\u00e7lar\u0131 i\u00e7eriyor&#8230;<\/strong><\/p>\n<p>Ankete g\u00f6re;<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\">M\u00fc\u015fterileri bireysel etkile\u015fimlerden ziyade, etkili ve tutarl\u0131 bir m\u00fc\u015fteri yolculu\u011fu daha \u00e7ok mutlu ediyor.\u00a0<span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\">M\u00fc\u015fteri yolculu\u011funun genelini \u00f6l\u00e7\u00fcmlemek, m\u00fc\u015fteri davran\u0131\u015flar\u0131na dair %30 daha do\u011fru tahmin yapmay\u0131 sa\u011fl\u0131yor.\u00a0<span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\">Tutarl\u0131 bir m\u00fc\u015fteri deneyimi yolculu\u011fu olu\u015fturmak m\u00fc\u015fteri memnuniyetini %20 oran\u0131nda art\u0131r\u0131yor.\u00a0<span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\">M\u00fc\u015fteri yolculu\u011funu tasarlamak, maliyetleri %20 oran\u0131nda d\u00fc\u015f\u00fcr\u00fcyor, gelir elde etme oran\u0131n\u0131 ise %15 oran\u0131nda art\u0131r\u0131yor.\u00a0<span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<p>Ara\u015ft\u0131rmada ortaya \u00e7\u0131kan tutarl\u0131 ve etkili bir m\u00fc\u015fteri yolculu\u011funun 3 anahtar\u0131 \u015f\u00f6yle<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h2><b>M\u00fc\u015fteri yolculu\u011fu tutarl\u0131l\u0131\u011f\u0131<\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h2>\n<p>\u015eirketler m\u00fc\u015fterilerine en iyi hizmeti ve destek sistemini sa\u011flamak i\u00e7in \u00e7al\u0131\u015f\u0131r. Ama g\u00fcn\u00fcn sonunda bunu ger\u00e7ekten ba\u015faran, tutarl\u0131 bir hizmet verebilen \u00e7ok az \u015firket vard\u0131r. Ara\u015ft\u0131rmada, bankac\u0131l\u0131ktaki <a href=\"https:\/\/www.kariyer.net\/ik-blog\/musteri-bagliliginizi-analitik-gucunuzle-artirin\/\">m\u00fc\u015fteri<\/a> yolculu\u011fu tutarl\u0131l\u0131\u011f\u0131 ile etkili m\u00fc\u015fteri deneyimi aras\u0131nda bir korelasyon oldu\u011fu ortaya \u00e7\u0131kt\u0131.\u00a0McKinsey\u00a0ara\u015ft\u0131rma ekibi, bunun i\u00e7in 50 banka \u015fubesine gitmek ve 50 m\u00fc\u015fteri temsilcisini aramak amac\u0131yla gizli bir al\u0131\u015fveri\u015f grubu kurmu\u015ftu. Deneyde, d\u00fc\u015f\u00fck performansl\u0131 bankalarda m\u00fc\u015fteri deneyiminin ki\u015fiden ki\u015fiye g\u00f6re \u00e7ok fazla de\u011fi\u015fkenlik g\u00f6sterdi\u011fi, tutarl\u0131l\u0131k olmad\u0131\u011f\u0131 g\u00f6r\u00fcld\u00fc.<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p>Etkili bir m\u00fc\u015fteri deneyimi i\u00e7in m\u00fc\u015fterilerinizin e\u015fit ve tutarl\u0131 bir hizmet ald\u0131\u011f\u0131ndan emin olmal\u0131s\u0131n\u0131z. Bunun i\u00e7in d\u00fczenli m\u00fc\u015fteri deneyimi anketleri ger\u00e7ekle\u015ftirebilir, m\u00fc\u015fteri hizmetlerine gelen geri bildirimleri dikkate alarak yeni stratejiler geli\u015ftirebilir, s\u0131k ya\u015fanan aksakl\u0131klar\u0131 temel alan iyile\u015ftirmeler yapabilirsiniz.<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h2><b>Duygusal tutarl\u0131l\u0131k<\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h2>\n<p>Ara\u015ft\u0131rman\u0131n en \u00f6nemli \u00e7\u0131kt\u0131lar\u0131ndan birini de <a href=\"https:\/\/www.kariyer.net\/ik-blog\/duygusal-zeka-kariyeri-ne-kadar-etkiliyor\/\">duygusal<\/a> tutarl\u0131l\u0131k olu\u015fturuyor. Ankette, sekt\u00f6rlerin \u00e7o\u011funda memnuniyet ve sadakatin en b\u00fcy\u00fck itici g\u00fcc\u00fcn\u00fcn g\u00fcven duygusu oldu\u011fu ortaya \u00e7\u0131kt\u0131. Ara\u015ft\u0131rmaya g\u00f6re, tutarl\u0131 bir m\u00fc\u015fteri deneyimi sunan bankalara olan g\u00fcvenin di\u011fer bankalara oranla %30 daha fazla ger\u00e7ekle\u015fti\u011fi g\u00f6r\u00fcld\u00fc.<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p>Tutarl\u0131l\u0131ktan kaynaklanan duygusal ba\u011f da m\u00fc\u015fteri sadakati a\u00e7\u0131s\u0131ndan \u00e7ok \u00f6nemliydi. Ara\u015ft\u0131rmada, banka m\u00fc\u015fterilerinin kulland\u0131\u011f\u0131, &#8220;Kendime yak\u0131n hissetti\u011fim bir marka&#8221; ve &#8220;G\u00fcvenebilece\u011fim bir marka&#8221; ifadeleri, tutarl\u0131 bir m\u00fc\u015fteri deneyimine sahip bankalar\u0131 rakiplerinden ayr\u0131\u015ft\u0131ran ifadeler olarak ortaya \u00e7\u0131kt\u0131. Ara\u015ft\u0131rmada m\u00fc\u015fterilerin %70&#8217;inden fazlas\u0131n\u0131n b\u00fcy\u00fck finans markalar\u0131na g\u00fcvenmedi\u011fini belirtmesi de m\u00fc\u015fteri g\u00fcveni in\u015fa etmede tutarl\u0131 m\u00fc\u015fteri yolculuklar\u0131n\u0131n \u00f6nemini ortaya koydu.\u00a0<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p>M\u00fc\u015fteri deneyimi yolculu\u011funda g\u00fcven sa\u011flamak i\u00e7in h\u0131zl\u0131 aksiyon almak, birebir ileti\u015fim kurmak, maddi ve manevi fedakarl\u0131klarda bulunmak \u015fart. 2005&#8217;te \u0130ngiltere\u2019de farkl\u0131 nedenlerle g\u00fcven kaybeden ve sat\u0131\u015flar\u0131 azalan\u00a0McDonald\u2019s, m\u00fc\u015fteri geri bildirimlerini referans alarak harekete ge\u00e7ti ve men\u00fcden dekorlara kadar bir dizi yenilik ger\u00e7ekle\u015ftirdi. Hen\u00fcz sosyal medyan\u0131n etkili olmad\u0131\u011f\u0131 bu s\u00fcre\u00e7te bir de web sitesi kuran \u015firket, site \u00fczerinden m\u00fc\u015fterileriyle birebir ileti\u015fim kurdu ve gelen t\u00fcm sorular\u0131 d\u00fcr\u00fcst\u00e7e yan\u0131tlad\u0131. Bu do\u011frudan ileti\u015fim \u015firkete duyulan g\u00fcveni ve sat\u0131\u015flar\u0131 art\u0131rd\u0131. 2008&#8217;de sat\u0131\u015flar %8 oran\u0131nda artm\u0131\u015f, \u015firket y\u00fczde 11 oran\u0131nda b\u00fcy\u00fcm\u00fc\u015ft\u00fc.<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h2><b>\u0130leti\u015fim tutarl\u0131l\u0131\u011f\u0131<\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h2>\n<p>Bir marka \u00e7o\u011funlukla verdi\u011fi ve ger\u00e7ekle\u015ftirdi\u011fi s\u00f6zlerin toplam\u0131ndan ibarettir. Verilen s\u00f6zlerin ger\u00e7ekle\u015fti\u011fini g\u00f6stermek i\u00e7in ise tutarl\u0131 bir pazarlama <a href=\"https:\/\/www.kariyer.net\/ik-blog\/yonetici-takim-iliskisinde-iletisimin-gucu\/\">ileti\u015fimi dili<\/a> kurgulamak \u00e7ok \u00f6nemli. Bu nedenle vaatlerini yerine getiren, tutarl\u0131 uygulamalar\u0131n\u0131 s\u00fcrd\u00fcren ve buna ek olarak g\u00fc\u00e7l\u00fc bir pazarlama ileti\u015fimi yapan \u015firketler di\u011fer \u015firketler \u00e7ok daha ba\u015far\u0131l\u0131.\u00a0McKinsey\u00a0Ara\u015ft\u0131rmas\u0131 da bunu do\u011fruluyor. Bu t\u00fcr \u015firketler di\u011ferlerine nazaran zorluklar kar\u015f\u0131s\u0131nda %20 daha diren\u00e7li.<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p>Buna iki \u00f6rnek verebiliriz.\u00a0Southwest\u00a0Airlines, m\u00fc\u015fteri memnuniyetini y\u0131llar boyunca uygun fiyatl\u0131 ve g\u00fcvenilir bir hava yolu oldu\u011funa dair mesajlar\u0131n\u0131 d\u00fczenli ve tutarl\u0131 bir \u015fekilde vererek sa\u011flad\u0131. Benzer \u015fekilde\u00a0Progressive\u00a0Sigortac\u0131l\u0131k da m\u00fc\u015fterilerine\u00a01995 &#8211;\u00a02005 y\u0131llar\u0131 aras\u0131nda t\u00fcm rakiplerinden daha uygun oranlar sundu ve bunu tutarl\u0131 ve d\u00fczenli mesajlarla kamuoyuna bildirdi. M\u00fc\u015fterilere verilen bu tutarl\u0131 alg\u0131\u00a0operasyonel\u00a0ger\u00e7eklerle \u00f6rt\u00fc\u015f\u00fcyor, yani verilen s\u00f6zler ger\u00e7ekle\u015fiyordu.<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p>M\u00fc\u015fteri deneyimi yolculu\u011fu uzun, \u00e7aba ve \u00f6zen gerektiren bir s\u00fcre\u00e7. Tutarl\u0131l\u0131k ise en \u00f6nemli basama\u011f\u0131 olu\u015fturuyor. Peki ya sizin \u015firketinizin m\u00fc\u015fteri deneyimi ne kadar tutarl\u0131?<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<!-- templates\/buttons-placeholder.php -->\n<div class=\"da-reactions-outer TpostID7469\">\n\t    <div class=\"da-reactions-data da-reactions-container-async center\"\n         data-type=\"post\"\n         data-id=\"7469\"\n         id=\"da-reactions-slot-post-7469\">\n        <div class=\"da-reactions-static\">\n\t\t\t<img src=\"https:\/\/www.kariyer.net\/ik-blog\/wp-content\/plugins\/da-reactions\/assets\/dist\/loading.svg\" alt=\"Loading spinner\" width=\"48\" height=\"48\" style=\"width:48px\" \/>\n        <\/div>\n    <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Bir hizmet ya da \u00fcr\u00fcn\u00fc sat\u0131n almak i\u00e7in yapt\u0131\u011f\u0131m\u0131z i\u015flemler, buzda\u011f\u0131n\u0131n sadece g\u00f6r\u00fcnen k\u0131sm\u0131n\u0131 olu\u015fturur. M\u00fc\u015fteri deneyimi dedi\u011fimiz, sat\u0131\u015f \u00f6ncesi ve sonras\u0131nda devam eden yolculuk ise uzun ve zorlu bir s\u00fcre\u00e7tir. \u00dcnl\u00fc dan\u0131\u015fmanl\u0131k \u015firketi\u00a0McKinsey, bu yolculu\u011fu anlamak ad\u0131na, 14 farkl\u0131 sekt\u00f6rden 27 bin t\u00fcketiciyle bir m\u00fc\u015fteri deneyimi anketi ger\u00e7ekle\u015ftirdi. Ara\u015ft\u0131rma, etkili bir m\u00fc\u015fteri yolculu\u011fu ad\u0131na [&hellip;]<\/p>\n<!-- templates\/buttons-placeholder.php -->\n<div class=\"da-reactions-outer TpostID7469\">\n\t    <div class=\"da-reactions-data da-reactions-container-async center\"\n         data-type=\"post\"\n         data-id=\"7469\"\n         id=\"da-reactions-slot-post-7469\">\n        <div class=\"da-reactions-static\">\n\t\t\t<img src=\"https:\/\/www.kariyer.net\/ik-blog\/wp-content\/plugins\/da-reactions\/assets\/dist\/loading.svg\" alt=\"Loading spinner\" width=\"48\" height=\"48\" style=\"width:48px\" \/>\n        <\/div>\n    <\/div>\n<\/div>\n","protected":false},"author":14,"featured_media":7471,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_elementor_edit_mode":"","_elementor_template_type":"","_elementor_data":"","_elementor_page_settings":null,"_elementor_conditions":[]},"categories":[33],"tags":[275,276,266,277,274],"class_list":{"0":"post-7469","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-liderlik-yonetim","8":"tag-mckinsey","9":"tag-musteri-deneyimi","10":"tag-musteri-memnuniyeti","11":"tag-musteri-yolculugu","12":"tag-yonetim-puf-noktalari"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.4 (Yoast SEO v26.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Ara\u015ft\u0131rma: M\u00fc\u015fteri memnuniyeti i\u00e7in 3 tutarl\u0131l\u0131k fakt\u00f6r\u00fc\u00a0 - \u0130K Blog<\/title>\n<meta name=\"description\" content=\"Bir hizmet ya da \u00fcr\u00fcn\u00fc sat\u0131n almak i\u00e7in yapt\u0131\u011f\u0131m\u0131z i\u015flemler, buzda\u011f\u0131n\u0131n sadece g\u00f6r\u00fcnen k\u0131sm\u0131n\u0131 olu\u015fturur. 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