{"id":21461,"date":"2024-11-18T16:37:57","date_gmt":"2024-11-18T13:37:57","guid":{"rendered":"https:\/\/www.kariyer.net\/kariyer-rehberi\/?p=21461"},"modified":"2024-11-18T16:38:10","modified_gmt":"2024-11-18T13:38:10","slug":"crm-nedir-isletmeler-icin-neden-onemlidir","status":"publish","type":"post","link":"https:\/\/www.kariyer.net\/kariyer-rehberi\/crm-nedir-isletmeler-icin-neden-onemlidir\/","title":{"rendered":"CRM nedir? \u0130\u015fletmeler i\u00e7in neden \u00f6nemlidir?"},"content":{"rendered":"<p><strong>CRM a\u00e7\u0131l\u0131m\u0131 &#8216;Customer Relationship Management&#8217; yani &#8216;M\u00fc\u015fteri \u0130li\u015fkileri Y\u00f6netimi&#8217;dir. Firmalar\u0131n yeni m\u00fc\u015fteri kazanma, mevcut m\u00fc\u015fterilerine yeni sat\u0131\u015flar ger\u00e7ekle\u015ftirme, sat\u0131\u015f sonras\u0131 destek hizmetlerini s\u00fcrd\u00fcrme s\u00fcre\u00e7lerini ve bu s\u00fcre\u00e7leri y\u00f6netmeyi kapsayan bir disiplindir. <\/strong><\/p>\n<p>M\u00fc\u015fteri ili\u015fkileri y\u00f6netimi, bir firman\u0131n var olma amac\u0131 olan k\u00e2rl\u0131l\u0131\u011f\u0131 direkt etkileyerek \u00fcr\u00fcn ya da hizmet sat\u0131\u015f\u0131 \u00fczerinde \u00f6nemli olan etkenlerin ba\u015f\u0131nda gelir. <strong>CRM nedir<\/strong> ya da nas\u0131l uygulan\u0131r gibi farkl\u0131 detay bilgilere hakim olmak i\u00e7in yaz\u0131n\u0131n devam\u0131n\u0131 inceleyebilirsin.<\/p>\n<h2>CRM uygulamalar\u0131 ile entegre kurumsal s\u00fcre\u00e7ler<\/h2>\n<p>M\u00fc\u015fteri ili\u015fkileri y\u00f6netim s\u00fcre\u00e7leri, operasyonel olarak pazarlama ve halkla ili\u015fkiler uzmanlar\u0131n\u0131n y\u00fcr\u00fctt\u00fc\u011f\u00fc \u00e7al\u0131\u015fmalar olsa da CRM kavram\u0131 bir kurumun t\u00fcm birimlerini ilgilendiren geni\u015f bir kavramd\u0131r. Ba\u015far\u0131l\u0131 bir <strong><a href=\"https:\/\/www.kariyer.net\/pozisyonlar\/crm+uzmani\" target=\"_blank\" rel=\"noopener\">CRM<\/a><\/strong> y\u00f6netimi, kurumdaki t\u00fcm \u00e7al\u0131\u015fanlar\u0131n direkt ya da dolayl\u0131 olarak katk\u0131 vermesi ile sa\u011flanabilir. \u00d6te yandan ba\u015far\u0131s\u0131z y\u00fcr\u00fct\u00fclen m\u00fc\u015fteri ili\u015fkileri s\u00fcre\u00e7leri, bir kurumu \u00e7ok y\u00f6nl\u00fc ve beklenmeyen ya da d\u00f6n\u00fc\u015f\u00fc olmayan zararlara u\u011fratabilir. G\u00fcn\u00fcm\u00fczde <strong>CRM ne demektir<\/strong> ve nas\u0131l uygulanmal\u0131d\u0131r konular\u0131na \u00f6nem veren firmalar, kurumdaki t\u00fcm dinamiklerini m\u00fc\u015fteri ili\u015fkileri y\u00f6netimi konular\u0131nda aksiyon almaya y\u00f6nlendirir.<\/p>\n<p>Bir kurum i\u00e7erisinde CRM ile entegre \u00e7al\u0131\u015fmas\u0131 gereken ve farkl\u0131 oranlarda m\u00fc\u015fteri y\u00f6netimini etkileyen s\u00fcre\u00e7lerin aras\u0131nda \u015funlar yer al\u0131r:<\/p>\n<ul>\n<li>Pazarlama ve reklam s\u00fcre\u00e7leri<\/li>\n<li>Sat\u0131\u015f ve sat\u0131\u015f operasyon s\u00fcre\u00e7leri<\/li>\n<li>Sat\u0131\u015f sonras\u0131 hizmet s\u00fcre\u00e7leri<\/li>\n<li>Halkla ili\u015fkiler s\u00fcre\u00e7leri<\/li>\n<li>Stratejik insan kaynaklar\u0131 s\u00fcre\u00e7leri<\/li>\n<li>Banka, \u00f6deme, tahsilat gibi cari finans s\u00fcre\u00e7leri<\/li>\n<\/ul>\n<h2>CRM uygulamalar\u0131n\u0131n i\u015fletmeler i\u00e7in \u00f6nemi ve beklenen hedefler<\/h2>\n<p>Kurumsal s\u00fcre\u00e7leri aras\u0131na m\u00fc\u015fteri ili\u015fkileri s\u00fcre\u00e7lerini de entegre ve m\u00fc\u015fteri ili\u015fkilerinde yakla\u015f\u0131msal olarak <strong>CRM a\u00e7\u0131l\u0131m\u0131<\/strong> yapmay\u0131 ba\u015faran firmalar, g\u00fcn\u00fcm\u00fcz\u00fcn zorlu rekabet ortam\u0131nda bir ad\u0131m \u00f6nde say\u0131l\u0131r. \u00c7\u00fcnk\u00fc rekabet ko\u015fullar\u0131 ne olursa olsun m\u00fc\u015fteri memnuniyetini \u00f6nemseyen ve m\u00fc\u015fteri \u015fikayetlerine h\u0131zl\u0131 \u00e7\u00f6z\u00fcm getiren firmalar gelece\u011fe daha emin ad\u0131mlarla yol al\u0131r. M\u00fc\u015fteri ili\u015fkileri y\u00f6netimi uygulamalar\u0131ndan beklenen hedeflerden baz\u0131lar\u0131 \u015funlard\u0131r:<\/p>\n<ul>\n<li>M\u00fc\u015fteri ve m\u00fc\u015fteri adaylar\u0131 i\u00e7in yap\u0131lan aktivitelerin belirlenmesi b\u00f6ylelikle pazarlama harcamalar\u0131n\u0131n bulunmas\u0131;<\/li>\n<li>Verilen teklif bilgilerinin girilerek, ka\u00e7 teklif verildi, ka\u00e7\u0131 kaybedildi, ka\u00e7\u0131 kazan\u0131ld\u0131 gibi sorulara anl\u0131k cevap al\u0131nmas\u0131;<\/li>\n<li>Tekliften sipari\u015fe d\u00f6nme h\u0131z\u0131 \u00f6l\u00e7\u00fclerek, kaybedilen sipari\u015fler i\u00e7in detayl\u0131 analiz yap\u0131lmas\u0131;<\/li>\n<li>M\u00fc\u015fteri \u015fikayetlerinin grupland\u0131r\u0131lmas\u0131, b\u00f6ylelikle \u015fikayetlerin yo\u011funla\u015ft\u0131\u011f\u0131 \u00fcr\u00fcn, m\u00fc\u015fteri temsilcisi, lojistik gibi unsurlar tespit edilerek buralarda iyile\u015ftirme yap\u0131lmas\u0131;<\/li>\n<li>B\u00f6lgesel olarak analizlerin daha etkin ve h\u0131zl\u0131 yap\u0131labilmesi, hangi b\u00f6lgeye ne kadar yat\u0131r\u0131m yap\u0131laca\u011f\u0131, hangi b\u00f6lgeden \u00e7ekilmek gerekti\u011fi gibi stratejilerin daha sa\u011fl\u0131kl\u0131 belirlenmesi;<\/li>\n<li>Gerekli t\u00fcm raporlar\u0131n h\u0131zl\u0131 ve anl\u0131k olarak al\u0131nabilmesi <strong>CRM uygulamalar\u0131ndan<\/strong> beklenen hedefler aras\u0131ndad\u0131r.<\/li>\n<\/ul>\n<h2>M\u00fc\u015fteri ili\u015fkileri y\u00f6netiminde CRM yaz\u0131l\u0131mlar\u0131n\u0131n rol\u00fc<\/h2>\n<p><strong>CRM yaz\u0131l\u0131m\u0131<\/strong>, kurumsal m\u00fc\u015fteri ili\u015fkilerini ba\u015far\u0131l\u0131 ve etkin bir \u015fekilde y\u00fcr\u00fct\u00fclebilmen, daha h\u0131zl\u0131 ve do\u011fru raporlamalar yap\u0131labilmen i\u00e7in tasarlanan bir yaz\u0131l\u0131md\u0131r. CRM yaz\u0131l\u0131mlar\u0131n\u0131n en \u00e7ok \u00f6ne \u00e7\u0131kan \u00f6zelli\u011fi, \u00e7ok yo\u011fun ve anl\u0131k bilgi giri\u015fi yapman gereklili\u011fidir. Gerek m\u00fc\u015fteri ve adaylar\u0131na ait bilgiler gerek m\u00fc\u015fteri ili\u015fkileri uzmanlar\u0131n\u0131n yapt\u0131\u011f\u0131 \u00e7al\u0131\u015fmalar detayl\u0131 girilmeli ve g\u00fcncel tutulmal\u0131d\u0131r. Bu yaz\u0131l\u0131mlar\u0131n kapsam\u0131nda yer alan bilgilerden baz\u0131lar\u0131 \u015funlard\u0131r;<\/p>\n<ul>\n<li>M\u00fc\u015fteri ve m\u00fc\u015fteri adaylar\u0131na ait \u00e7e\u015fitli bilgiler bulunur. Bunlar aras\u0131nda do\u011fum g\u00fcn\u00fc, favori tak\u0131m\u0131, y\u0131ld\u00f6n\u00fcm\u00fc bilgileri gibi sempatik kutlamalar yap\u0131labilecek ki\u015fisel bilgiler yer alabilir. Bu bilgiler m\u00fc\u015fteri adaylar\u0131n\u0131 \u00e7ekebilmek ve m\u00fc\u015fterilerin devam\u0131n\u0131 sa\u011flayabilmek i\u00e7in yap\u0131lacak olan pazarlama faaliyetleri i\u00e7in kullan\u0131l\u0131r. \u00d6rne\u011fin; teklif s\u00fcrecinde olan ve sat\u0131\u015f yapmaya \u00e7al\u0131\u015ft\u0131\u011f\u0131 bir m\u00fc\u015fteriye, tuttu\u011fu tak\u0131m\u0131n ma\u00e7\u0131na bilet hediye eden bir m\u00fc\u015fteri ili\u015fkileri uzman\u0131 i\u00e7in bu davran\u0131\u015f ba\u015far\u0131l\u0131 bir pazarlama faaliyeti olabilir.<\/li>\n<li>M\u00fc\u015fteri ili\u015fkileri uzmanlar\u0131n\u0131n yapt\u0131\u011f\u0131 aktiviteler CRM s\u00fcre\u00e7lerinin \u00f6nemli bir par\u00e7as\u0131d\u0131r ve sistemde anl\u0131k olarak tutulmas\u0131 \u00f6nemlidir. Bir m\u00fc\u015fteri ya da m\u00fc\u015fteri aday\u0131na ka\u00e7 kez gidildi, ka\u00e7 kez arand\u0131, kimlerle g\u00f6r\u00fc\u015f\u00fcld\u00fc gibi bilgiler firman\u0131n gelecekte alaca\u011f\u0131 pazarlama yat\u0131r\u0131mlar\u0131 gibi kararlarda \u00f6nemli rol oynar.<\/li>\n<li>CRM aktivitelerini yapan m\u00fc\u015fteri ili\u015fkileri uzmanlar\u0131na ait bilgiler de sistemde yer almas\u0131 gereken bilgiler aras\u0131ndad\u0131r. CRM aktivitelerini yapan uzmanlar\u0131n bilgilerinin tutulmas\u0131, hangi uzman\u0131n hangi aktiviteleri yapt\u0131\u011f\u0131, verdi\u011fi teklifleri y\u00fczde ka\u00e7 oran\u0131nda sat\u0131\u015fa \u00e7evirdi\u011fi gibi bilgilerin h\u0131zl\u0131 ve do\u011fru hesaplanabilmesini sa\u011flar. Bunun sonucunda uzmanlar\u0131n prim hesaplamalar\u0131nda, yap\u0131lan hata ya da \u015fikayetlerin d\u00fczeltilmesinde, kariyer \u00e7al\u0131\u015fmalar\u0131nda do\u011fru ad\u0131mlar at\u0131labilmesi m\u00fcmk\u00fcn olabilir.<\/li>\n<li>Bunun yan\u0131 s\u0131ra m\u00fc\u015fteriye ait ticari bilgiler de tutulabilir. M\u00fc\u015fterinin cirosu, faaliyet alanlar\u0131, ileti\u015fim bilgileri, \u00e7e\u015fitli ticari s\u0131ralamalar\u0131, hangi b\u00f6lge ve \u00fclkelere \u00e7al\u0131\u015ft\u0131\u011f\u0131 gibi bilgiler m\u00fc\u015fteri ile ili\u015fki y\u00f6netiminde verilecek kararlarda kullan\u0131labilecek bilgiler aras\u0131ndad\u0131r.<\/li>\n<li>Teklif, sipari\u015f, fatura bilgileri CRM yaz\u0131l\u0131mlar\u0131nda yer alan di\u011fer cari bilgiler aras\u0131ndad\u0131r. M\u00fc\u015fteri adaylar\u0131na verilen teklifler, ger\u00e7ekle\u015fen sipari\u015fler, kesilen faturalar, \u00f6demelerin durumu gibi ticari bilgiler m\u00fc\u015fterilerle yap\u0131lmas\u0131 planlanan gelecek projelere \u0131\u015f\u0131k tutar.<\/li>\n<\/ul>\n<h2>CRM e\u011fitiminin \u00f6nemi<\/h2>\n<p>CRM s\u00fcre\u00e7leri yo\u011fun bilgi ve aktivite i\u00e7ermeleri dolay\u0131s\u0131yla, bu bilgilerin hiyerar\u015fik d\u00fczenleri, nereden nas\u0131l elde edilecekleri, m\u00fc\u015fteriye yakla\u015f\u0131m \u015fekilleri ve bunlar\u0131n nas\u0131l yap\u0131lmas\u0131 gerekti\u011fi, <strong>CRM e\u011fitimi<\/strong> ya da uygulanmas\u0131 gibi bir\u00e7ok \u00f6nemli alt ba\u015fl\u0131\u011f\u0131 bar\u0131nd\u0131r\u0131r. Bu alt ba\u015fl\u0131klar\u0131n her birinin iyi bir e\u011fitimden ge\u00e7irilerek m\u00fc\u015fteri ili\u015fkileri uzmanlar\u0131na uygulat\u0131lmas\u0131 \u00f6nemlidir. Hatal\u0131 uygulanan CRM s\u00fcre\u00e7leri m\u00fc\u015fteri ili\u015fkilerine zarar vererek firmay\u0131 maddi ve itibari kay\u0131plara u\u011fratabilir. Bu kay\u0131plar\u0131n d\u00fczeltilmesi zaman zaman m\u00fcmk\u00fcn olmayabilir. M\u00fc\u015fteri ili\u015fkileri s\u00fcre\u00e7leri m\u00fcmk\u00fcnse ayr\u0131 bir departman olarak, ba\u015fl\u0131 ba\u015f\u0131na bir uzmanl\u0131k alan\u0131 olarak uygulanmal\u0131, ilgili e\u011fitimler belli periyotlarda al\u0131narak, zaman\u0131n ve teknolojinin gerekliliklerine g\u00f6re m\u00fc\u015fteri ili\u015fkileri y\u00f6netimi ve yakla\u015f\u0131m\u0131 g\u00fcncellenmelidir.<\/p>\n<!-- templates\/buttons-placeholder.php -->\n<div class=\"da-reactions-outer TpostID21461\">\n\t    <div class=\"da-reactions-data da-reactions-container-async center\"\n         data-type=\"post\"\n         data-id=\"21461\"\n         id=\"da-reactions-slot-post-21461\">\n        <div class=\"da-reactions-static\">\n\t\t\t<img src=\"https:\/\/www.kariyer.net\/kariyer-rehberi\/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>CRM a\u00e7\u0131l\u0131m\u0131 &#8216;Customer Relationship Management&#8217; yani &#8216;M\u00fc\u015fteri \u0130li\u015fkileri Y\u00f6netimi&#8217;dir. Firmalar\u0131n yeni m\u00fc\u015fteri kazanma, mevcut m\u00fc\u015fterilerine yeni sat\u0131\u015flar ger\u00e7ekle\u015ftirme, sat\u0131\u015f sonras\u0131 destek hizmetlerini s\u00fcrd\u00fcrme s\u00fcre\u00e7lerini ve bu s\u00fcre\u00e7leri y\u00f6netmeyi kapsayan bir disiplindir. M\u00fc\u015fteri ili\u015fkileri y\u00f6netimi, bir firman\u0131n var olma amac\u0131 olan k\u00e2rl\u0131l\u0131\u011f\u0131 direkt etkileyerek \u00fcr\u00fcn ya da hizmet sat\u0131\u015f\u0131 \u00fczerinde \u00f6nemli olan etkenlerin ba\u015f\u0131nda gelir. 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