{"id":398722,"date":"2022-06-30T07:48:31","date_gmt":"2022-06-30T14:48:31","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=398722"},"modified":"2024-05-13T08:43:27","modified_gmt":"2024-05-13T15:43:27","slug":"voc-feedback","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/tr\/voc-feedback\/","title":{"rendered":"M\u00fc\u015fterinin Sesini (VoC) Anlamak \u0130\u00e7in Eksiksiz Bir Rehber"},"content":{"rendered":"<h2><b>M\u00fc\u015fterinin Sesi\u00a0<\/b><\/h2>\n<p>Vizyon sahibi bir CEO, i\u015fte ilerlemek i\u00e7in y\u0131lmaz bir varl\u0131kt\u0131r.\u00a0Bunun d\u0131\u015f\u0131nda kan\u0131n\u0131, terini veren ve \u00fcr\u00fcn\u00fc teslim etmek i\u00e7in saatlerce \u00e7al\u0131\u015fan \u00e7al\u0131\u015fanlar\u0131n da bir i\u015fletmenin ilerlemesinde b\u00fcy\u00fck pay\u0131 vard\u0131r.\u00a0Ancak g\u00fcn\u00fcm\u00fcz\u00fcn rekabet\u00e7i d\u00fcnyas\u0131nda,\u00a0<a href=\"https:\/\/www.questionpro.com\/voice-of-customer.html\">m\u00fc\u015fteri geri bildirimlerinin sesinden<\/a>\u00a0aktif olarak yararlanan i\u015fletmelerin rekabette \u00fcst\u00fcnl\u00fck sa\u011flamas\u0131 gerekiyor.<\/p>\n<p>M\u00fc\u015fterinin Sesi, bir m\u00fc\u015fteri taraf\u0131ndan i\u015fletmelere verilen bir \u00f6neri veya fikirdir. M\u00fcthi\u015f bir m\u00fc\u015fteri deneyimi elde etmek i\u00e7in daha fazla \u00f6demeye haz\u0131r olduklar\u0131 i\u00e7in m\u00fc\u015fterilerin g\u00f6r\u00fc\u015fleri ve \u00f6nerileri \u00f6nemlidir. Unutmay\u0131n, m\u00fc\u015fterileriniz neyi sevdiklerini ve neyi sevmediklerini, sizden veya herkesten daha iyi bilirler. Bu nedenle m\u00fc\u015fterinin sesine kulak vermek ve a\u011fz\u0131ndan ka\u00e7\u0131rmamak en b\u00fcy\u00fck \u00f6nceli\u011finiz olmal\u0131d\u0131r.<\/p>\n<h3><b>M\u00fc\u015fterinin Sesi: Neden buna ihtiyac\u0131n\u0131z var?\u00a0<\/b><\/h3>\n<p>G\u00fcn\u00fcm\u00fczde i\u015fletmeler daha m\u00fc\u015fteri odakl\u0131 hale geliyor.\u00a0\u0130\u015fletmeler art\u0131k m\u00fc\u015fterilerin ve onlar\u0131n taleplerinin insaf\u0131na kalm\u0131\u015f durumda.\u00a0\u0130\u015fletmelerden m\u00fc\u015fterilere bask\u0131n g\u00fc\u00e7 kaymas\u0131, m\u00fc\u015fterileri zaten i\u015fin \u00f6n saflar\u0131na getirdi.<\/p>\n<p>Kapsaml\u0131 bir \u00fcr\u00fcn ve iyi bir m\u00fc\u015fteri hizmeti, bir i\u015fletmenin ba\u015far\u0131l\u0131 olmas\u0131 i\u00e7in tek norm de\u011fildir, ancak odak noktas\u0131, bir m\u00fc\u015fterinin beklentileri, ihtiya\u00e7lar\u0131 ve isteklerinin \u00f6tesine ge\u00e7mi\u015ftir.\u00a0Bu nedenle i\u015fletmelerin m\u00fc\u015fterilerinin sesinin nas\u0131l duyuldu\u011fu ve onlara nas\u0131l davran\u0131ld\u0131\u011f\u0131 konusunda daha dikkatli olmalar\u0131 gerekiyor.<\/p>\n<h4><b>M\u00fc\u015fteri Geri Bildiriminin \u00d6nemi:<\/b><\/h4>\n<p>M\u00fc\u015fteri geri bildirimi sayesinde i\u015fletmeler m\u00fc\u015fterilerin beklentilerini, neye ihtiya\u00e7 duyduklar\u0131n\u0131 ve \u00fcr\u00fcn veya hizmetlerinizden beklentilerinin ne oldu\u011funu anlar. \u0130\u015fletmeler, m\u00fc\u015fterilerinin zihinlerine bakma \u015fans\u0131 bulduklar\u0131nda, beklentilerini yerine getirmek ve ak\u0131llara durgunluk veren m\u00fc\u015fteri deneyimi sunmak onlar i\u00e7in daha kolay hale geliyor.<\/p>\n<p>Ara\u015ft\u0131rmalara g\u00f6re, i\u015fletmelerin yakla\u015f\u0131k %36&#8217;s\u0131 ba\u015far\u0131l\u0131 bir\u00a0<a href=\"https:\/\/www.questionpro.com\/voice-of-customer.html\">M\u00fc\u015fterinin Sesi program\u0131<\/a>\u00a0geli\u015ftirdi ve bir\u00e7o\u011fu m\u00fc\u015fteri yolculu\u011funda farkl\u0131 temas noktalar\u0131nda m\u00fc\u015fterilerle ba\u011flant\u0131 kurmak i\u00e7in ayn\u0131 yolu izliyor.<\/p>\n<h3><b>M\u00fc\u015fterinin Sesini ne i\u00e7in kullanabilirsiniz?\u00a0<\/b><\/h3>\n<p>Bir M\u00fc\u015fterinin Sesi (VoC) program\u0131, yaln\u0131zca m\u00fc\u015fterilere anketler g\u00f6ndermek ve onlardan geri bildirim istemekle s\u0131n\u0131rl\u0131 de\u011fildir, ayn\u0131 zamanda m\u00fc\u015fterilerinizi memnun etmek i\u00e7in i\u00e7g\u00f6r\u00fcler \u00fczerinde derhal hareket eder. Herhangi bir i\u015fletmenin ba\u015far\u0131l\u0131 olmas\u0131 i\u00e7in yap\u0131c\u0131 ele\u015ftiri \u00f6nemli bir rol oynar.<\/p>\n<p>\u0130yi bir m\u00fc\u015fteri anketi, yaln\u0131zca olumlu geri bildirim almakla s\u0131n\u0131rl\u0131 olmayan ara\u015ft\u0131rma sorular\u0131 i\u00e7erir. Bunun yerine, yan\u0131tlar, \u00fcr\u00fcnleriniz veya hizmetlerinizle ilgili, \u00f6rne\u011fin m\u00fc\u015fteriler \u00fcr\u00fcn\u00fcn\u00fczden veya hizmetinizden memnun mu? Fiyattan memnun de\u011filler mi? \u00dcr\u00fcn\u00fcn\u00fcz\u00fc kolayca kullanabilirler mi? \u00dcr\u00fcn\u00fcn\u00fcz veya hizmetiniz hayatlar\u0131n\u0131 kolayla\u015ft\u0131rd\u0131 m\u0131? vb.<\/p>\n<p>Bir M\u00fc\u015fterinin Sesi Program\u0131 olu\u015fturmak i\u00e7in en \u00f6nemli be\u015f neden burada:<\/p>\n<ul>\n<li>M\u00fc\u015fterilerin ihtiya\u00e7, g\u00f6r\u00fc\u015f ve beklentilerini belirlemek<\/li>\n<li>M\u00fc\u015fteri memnuniyetini etkileyen \u00fcr\u00fcn veya hizmetle ilgili \u00f6nemli konular\u0131 anlamak ve \u00f6nceliklendirmek<\/li>\n<li>Onlara daha iyi bir m\u00fc\u015fteri deneyimi sa\u011flamak i\u00e7in m\u00fc\u015fteri zorluklar\u0131yla ba\u015fa \u00e7\u0131kmak i\u00e7in stratejiler belirlemek ve yakla\u015f\u0131m\u0131 sonu\u00e7land\u0131rmak.<\/li>\n<li>Ham m\u00fc\u015fteri yorumlar\u0131 ve duygular\u0131, e\u011fitim endi\u015feleri, kay\u0131p sat\u0131\u015f f\u0131rsatlar\u0131n\u0131n arkas\u0131ndaki nedenleri anlamak, kaybedilen hesaplar\u0131 analiz etmek ve tekrarlanan m\u00fc\u015fteri hikayelerini takdir etmek.<\/li>\n<li>Net Tavsiye Skoru (NPS) veya M\u00fc\u015fteri Memnuniyeti (CSAT) derecelendirmesini \u00f6l\u00e7mek i\u00e7in<\/li>\n<\/ul>\n<h3><b>M\u00fc\u015fterinin Sesi De\u011fi\u015fimi nas\u0131l y\u00f6nlendirir\u00a0<\/b><\/h3>\n<p>Art\u0131k m\u00fc\u015fteri geri bildiriminin sesini nas\u0131l alaca\u011f\u0131n\u0131z\u0131 biliyorsunuz.\u00a0\u0130lgili verileri de toplad\u0131n\u0131z, \u015fimdi soru \u015fu: bununla ne yapmal\u0131?\u00a0\u00c7ok az kurulu\u015f toplanan i\u00e7g\u00f6r\u00fcler \u00fczerinde hareket eder; bunun nedeni, gelen i\u00e7g\u00f6r\u00fcler \u00fczerinde hareket etmek i\u00e7in sahiplik ve sorumluluktan yoksun olmalar\u0131d\u0131r.\u00a0Bu nedenle, VoC geri bildirim verilerinden en iyi \u015fekilde yararlanmak i\u00e7in roller ve sorumluluklar atamak ve \u00e7al\u0131\u015fanlar\u0131n\u0131z\u0131 s\u00fcrece dahil etmek gereklidir.<\/p>\n<p><b>Verileri ay\u0131r\u0131n:\u00a0<\/b><a href=\"https:\/\/www.questionpro.com\/voice-of-customer.html\">M\u00fc\u015fterinin Sesi geri bildirim anketi<\/a>\u00a0olu\u015fturmak, da\u011f\u0131tmak ve analiz etmek i\u00e7in yeterli \u00f6zellik ve i\u015flevsellik sunan uygun bir \u00e7evrimi\u00e7i anket yaz\u0131l\u0131m\u0131 se\u00e7in\u00a0.\u00a0Buna ek olarak, platformun CRM ve di\u011fer i\u015f sistemleriyle entegre oldu\u011fundan emin olun, b\u00f6ylece sekt\u00f6r, hesap t\u00fcr\u00fc, konum, \u00fcr\u00fcn\u00fcn s\u00fcr\u00fcm\u00fc gibi m\u00fc\u015fteri meta verilerine eri\u015febilir.<\/p>\n<p>Ka\u00e7 m\u00fc\u015fterinin benzer sorunlar\u0131 oldu\u011funu ve ka\u00e7 m\u00fc\u015fterinin \u00fcr\u00fcn\u00fcn belirli bir \u00f6zelli\u011fi veya i\u015fleviyle ilgili g\u00f6r\u00fc\u015f sa\u011flad\u0131\u011f\u0131n\u0131 belirlemek i\u00e7in analiz ara\u00e7lar\u0131n\u0131 kullan\u0131n.\u00a0Hepsinin tek bir yerde toplanmas\u0131 ve farkl\u0131 bir\u00e7ok m\u00fc\u015fterinin kar\u015f\u0131la\u015ft\u0131\u011f\u0131 sorunlara g\u00f6re ayr\u0131lmas\u0131, al\u0131nan aksiyonlardaki ilerlemenin izlenmesini basitle\u015ftirmeye yard\u0131mc\u0131 olur.<\/p>\n<p><b>Sahipli\u011fi atay\u0131n:\u00a0<\/b>Her \u015fey yerine oturdu\u011funda, m\u00fc\u015fteriler taraf\u0131ndan g\u00fcndeme getirilen her t\u00fcr sorunu ele almak i\u00e7in ekipler ataman\u0131z gerekir.\u00a0Atanan ekiplerin, \u00fcr\u00fcn veya hizmetin bu y\u00f6nlerini geli\u015ftirmeye y\u00f6nelik i\u00e7g\u00f6r\u00fcye g\u00f6re hareket etmek i\u00e7in sorumluluk ve sahiplik almas\u0131n\u0131 sa\u011flay\u0131n.\u00a0Her ekibe, gelen m\u00fc\u015fteri geri bildirim sesini \u00f6l\u00e7mek ve analiz etmek i\u00e7in eri\u015fim verin.<\/p>\n<p>Bir program sahibi olarak, ger\u00e7ekle\u015ftirilen eylemlerdeki ilerlemeyi izlemeniz ve NPS puan\u0131ndaki iyile\u015fmeyi \u00f6l\u00e7mek i\u00e7in m\u00fc\u015fterilere bir takip anketi g\u00f6ndermeniz gerekir.\u00a0Kurulu\u015ftaki k\u00fclt\u00fcr\u00fcn\u00fcz\u00fcn bir par\u00e7as\u0131 olan\u00a0 bir\u00a0<a href=\"https:\/\/www.questionpro.com\/blog\/strengthen-voice-of-the-customer-program\/\">VoC geri bildirim program\u0131<\/a>\u00a0olu\u015fturman\u0131z daha iyidir .<\/p>\n<p><b>Harekete ge\u00e7in:\u00a0<\/b>Geri bildirime g\u00f6re harekete ge\u00e7mek, ba\u015far\u0131l\u0131 bir VoC program\u0131n\u0131n en kritik ad\u0131m\u0131d\u0131r.\u00a0Herhangi bir \u00f6nlem almazsan\u0131z, m\u00fc\u015fteriler seslerinin duyulmad\u0131\u011f\u0131n\u0131 hissedecek ve bir sonraki seferden itibaren seslerini payla\u015fma zahmetine bile girmeyeceklerdir.\u00a0Farkl\u0131 geri bildirim t\u00fcrleri i\u00e7in farkl\u0131 bir dizi eylem vard\u0131r, hangi eylemlerin ve kim taraf\u0131ndan yap\u0131lmas\u0131 gerekti\u011fini analiz etmeniz gerekir.<\/p>\n<p>\u0130\u00e7g\u00f6r\u00fcler, yapt\u0131\u011f\u0131n\u0131z belirli bir eylemin olumlu bir sonucu oldu\u011funu g\u00f6steriyorsa, m\u00fc\u015fteriyi memnun etmek i\u00e7in fazla bir \u015fey yapman\u0131z gerekmez.\u00a0Bununla birlikte, s\u00fcreci elden ge\u00e7irmek gibi b\u00fcy\u00fck bir de\u011fi\u015fiklik meydana getirmek i\u00e7in de\u011fi\u015ftirmeniz gereken birka\u00e7 i\u00e7g\u00f6r\u00fc vard\u0131r.<\/p>\n<p>Olumlu yorum yap\u0131p yapmad\u0131klar\u0131na veya sizi ele\u015ftirdiklerine bak\u0131lmaks\u0131z\u0131n, \u201cgeri bildiriminiz i\u00e7in te\u015fekk\u00fcr ederiz\u201d diyen her yan\u0131tlayana te\u015fekk\u00fcr etmek daha iyi bir uygulamad\u0131r.\u00a0Bir yan\u0131t mesaj\u0131, yan\u0131tlayanlara geri bildirimlerinin okundu\u011funu ve yan\u0131t\u0131n\u0131za g\u00f6re hareket eden ve g\u00f6r\u00fc\u015fmeye haz\u0131r birisinin oldu\u011funu iletir.<\/p>\n<p>Di\u011fer en iyi uygulama, tamamen olumsuz bir yakla\u015f\u0131mla veya olumsuz bir yorumla yan\u0131t veren m\u00fc\u015fteriyle bir konu\u015fma yapmakt\u0131r.\u00a0Payda\u015f kendi sorunlar\u0131n\u0131 anlarsa, o zaman \u00e7\u00f6zmek daha kolay hale gelir ve bu da memnun olmayan m\u00fc\u015fteriden memnun m\u00fc\u015fteriye bir d\u00f6n\u00fc\u015f\u00fcm daha sa\u011flar.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>M\u00fc\u015fterinin Sesi\u00a0 Vizyon sahibi bir CEO, i\u015fte ilerlemek i\u00e7in y\u0131lmaz bir varl\u0131kt\u0131r.\u00a0Bunun d\u0131\u015f\u0131nda kan\u0131n\u0131, terini veren ve \u00fcr\u00fcn\u00fc teslim etmek [&hellip;]<\/p>\n","protected":false},"author":39,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[239],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - 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