{"id":730367,"date":"2018-08-30T23:38:16","date_gmt":"2018-08-31T06:38:16","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/musteri-caba-puani-ces-ornekler-tanim-ve-hesaplamalar\/"},"modified":"2018-08-30T23:38:16","modified_gmt":"2018-08-30T23:38:16","slug":"musteri-caba-puani-ces-ornekler-tanim-ve-hesaplamalar","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/tr\/musteri-caba-puani-ces-ornekler-tanim-ve-hesaplamalar\/","title":{"rendered":"M\u00fc\u015fteri \u00c7aba Puan\u0131 (CES): \u00d6RNEKLER, TANIM VE HESAPLAMALAR"},"content":{"rendered":"<div class=\"tags-wrap\">\n<p class=\"content-index\">\u0130\u00e7erik Dizini<\/p>\n<ol style=\"counter-reset: section; list-style-type: none;\">\n<li><a href=\"#What_is_Customer_Effort_Score\">M\u00fc\u015fteri \u00c7aba Puan\u0131 nedir?<\/a><\/li>\n<li><a href=\"#Example_of_Customer_Effort_Score\">M\u00fc\u015fteri \u00c7aba Puan\u0131 \u00d6rne\u011fi<\/a><\/li>\n<li><a href=\"#Application_of_Customer_Effort_Score\">M\u00fc\u015fteri \u00c7abas\u0131 puan\u0131n\u0131n uygulanmas\u0131<\/a><\/li>\n<li><a href=\"#Advantages_and_Disadvantages_of_Customer_Effort_Score\">M\u00fc\u015fteri \u00c7aba Puan\u0131&#8217;n\u0131n (CES) avantajlar\u0131 ve dezavantajlar\u0131<\/a><\/li>\n<li><a href=\"#Customer_Effort_Score_vs_Net_Promoter_Score\">M\u00fc\u015fteri \u00c7aba Puan\u0131 vs Net Tavsiye Skoru<\/a><\/li>\n<li><a href=\"#Customer_Effort_Score_Benchmark\">M\u00fc\u015fteri \u00c7aba Puan\u0131 k\u0131yaslamas\u0131<\/a>\n<ol>\n<li><a href=\"#Using_Competitive_Landscape_as_Your_Benchmark\">Rekabet ortam\u0131n\u0131 k\u0131yaslama \u00f6l\u00e7\u00fct\u00fc olarak kullanma<\/a><\/li>\n<li><a href=\"#Global_Standards_vs_Competitor_Benchmarking\">K\u00fcresel standartlar ve Rakip k\u0131yaslamas\u0131<\/a><\/li>\n<li><a href=\"#Comparing_Your_Metric_Against_Your_Own\">Metri\u011finizi kendi metri\u011finizle kar\u015f\u0131la\u015ft\u0131rma<\/a><\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<\/div>\n<h2><a id=\"What_is_Customer_Effort_Score\" class=\"blankurl\"><\/a><strong>M\u00fc\u015fteri \u00c7aba Puan\u0131 (CES) nedir?<\/strong><\/h2>\n<p><span data-preserver-spaces=\"true\">M\u00fc\u015fteri \u00c7aba Puan\u0131 (CES) bir t\u00fcr <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/customer-satisfaction.html\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n  <span data-preserver-spaces=\"true\">m\u00fc\u015fteri\u0307 memnuni\u0307yeti\u0307<\/span><br \/>\n<\/a><span data-preserver-spaces=\"true\"> kolayl\u0131\u011f\u0131n\u0131 \u00f6l\u00e7mek i\u00e7in kullan\u0131lan anket <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/blog\/customer-service\/\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n  <span data-preserver-spaces=\"true\">hi\u0307zmet deneyi\u0307mi\u0307<\/span><br \/>\n<\/a><span data-preserver-spaces=\"true\">  bir organizasyon ile. M\u00fc\u015fterilerden \u00fcr\u00fcn veya hizmetlerin kullan\u0131m kolayl\u0131\u011f\u0131n\u0131 &#8220;\u00e7ok zor&#8221; veya &#8220;\u00e7ok kolay&#8221; \u015feklinde derecelendirmelerini ister.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">M\u00fc\u015fteri \u00c7aba Puan\u0131, Kurumsal \u0130cra Kurulu taraf\u0131ndan basit bir y\u00f6ntem kullan\u0131larak olu\u015fturulmu\u015ftur, <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/blog\/cross-sectional-study\/\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n  <span data-preserver-spaces=\"true\">kesitsel ara\u015ft\u0131rma<\/span><br \/>\n<\/a><span data-preserver-spaces=\"true\">  Ara\u015ft\u0131rma modelinde m\u00fc\u015fteri davran\u0131\u015f\u0131n\u0131n ger\u00e7ek \u00f6l\u00e7\u00fcmlerinden yararlanmadan yakla\u015f\u0131m. Bulgular\u0131n\u0131n kapsaml\u0131 bir incelemesini The Effortless Experience (Zahmetsiz Deneyim) adl\u0131 kitaplar\u0131nda bulabilirsiniz.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Bu <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/blog\/what-is-research\/\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n  <span data-preserver-spaces=\"true\">ara\u015ft\u0131rma<\/span><br \/>\n<\/a><span data-preserver-spaces=\"true\">  M\u00fc\u015fteri hizmetleri ortam\u0131nda m\u00fc\u015fteri tutumlar\u0131n\u0131 etkileyen fakt\u00f6rlere, \u00f6zellikle de ele al\u0131nmas\u0131 gereken baz\u0131 sorunlara odaklanm\u0131\u015ft\u0131r. M\u00fc\u015fterinin harcamak zorunda kald\u0131\u011f\u0131 \u00e7aba d\u00fczeyi, m\u00fc\u015fterinin gelecekte bir i\u015fletmeyle al\u0131\u015fveri\u015f yapma veya i\u015fletmeyi tavsiye etme olas\u0131l\u0131\u011f\u0131n\u0131 belirleyen temel fakt\u00f6r olarak ortaya \u00e7\u0131km\u0131\u015ft\u0131r.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Ara\u015ft\u0131rma, y\u00fcksek m\u00fc\u015fteri \u00e7abas\u0131n\u0131n m\u00fc\u015fteri sadakatsizli\u011fi olas\u0131l\u0131\u011f\u0131n\u0131 art\u0131r\u0131rken, d\u00fc\u015f\u00fck \u00e7aban\u0131n m\u00fc\u015fteri sadakatini art\u0131rmad\u0131\u011f\u0131n\u0131 ortaya koymu\u015ftur. Ba\u015fka bir deyi\u015fle, bir m\u00fc\u015fterinin bir sorunun \u00e7\u00f6z\u00fclmesi i\u00e7in \u00e7ok u\u011fra\u015fmas\u0131 gerekiyorsa, i\u015fletmenizden al\u0131\u015fveri\u015f yapmaktan veya arkada\u015flar\u0131na tavsiye etmekten ka\u00e7\u0131nmas\u0131 muhtemeldir. Ancak, m\u00fc\u015fterinin ihtiya\u00e7lar\u0131 \u00f6nceden tahmin edilip az bir \u00e7abayla kar\u015f\u0131lan\u0131rsa, bu durum i\u015fletmenizi kullanmaya devam edeceklerini garanti etmez.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Daha y\u00fcksek bir CES, memnun bir m\u00fc\u015fteriyi g\u00f6stermez ve m\u00fc\u015fterinizin sadakatini do\u011fru bir \u015fekilde bilmenizi sa\u011flayamaz. M\u00fc\u015fteri \u00c7aba Puan\u0131, memnuniyet oran\u0131 yerine etkile\u015fim kolayl\u0131\u011f\u0131n\u0131 \u00f6l\u00e7en bir m\u00fc\u015fteri geri bildirim metri\u011fidir.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">M\u00fc\u015fterileriniz i\u00e7in daha az \u00e7aba harcayarak genel olarak daha iyi bir m\u00fc\u015fteri deneyimi olu\u015fturmak i\u00e7in CES puanlar\u0131n\u0131 nas\u0131l kullanaca\u011f\u0131n\u0131z\u0131 \u00f6\u011frenin.<\/span><\/p>\n<h3><a id=\"Example_of_Customer_Effort_Score\" class=\"blankurl\"><\/a><strong>M\u00fc\u015fteri \u00c7aba Puan\u0131 \u00d6rne\u011fi<\/strong><\/h3>\n<p>Bir\u00e7ok i\u015fletme m\u00fc\u015fterilerini daha iyi anlamaya \u00e7al\u0131\u015ft\u0131k\u00e7a CES metri\u011fi de ilgi g\u00f6rmeye ba\u015fl\u0131yor. CES&#8217;in nas\u0131l \u00e7al\u0131\u015ft\u0131\u011f\u0131n\u0131 ve m\u00fc\u015fteri memnuniyetini belirlemeye yard\u0131mc\u0131 olmak i\u00e7in CES&#8217;i nas\u0131l kullanabilece\u011finizi g\u00f6rmek i\u00e7in bu M\u00fc\u015fteri \u00c7aba Puan\u0131 soru \u00f6rne\u011fini kullan\u0131n.<\/p>\n<p><strong><span data-preserver-spaces=\"true\">M\u00fc\u015fteri \u00c7aba Puan\u0131 soru \u00f6rne\u011fi:  <\/span><\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-62714\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2018\/08\/Customer_Effort_Score_Question.png\" alt=\"M\u00fc\u015fteri \u00c7aba Puan\u0131 Sorusu\" width=\"800\" height=\"130\"><\/p>\n<p>Bu soru \u00f6rne\u011fi, i\u015f yapma kolayl\u0131\u011f\u0131n\u0131 belirlemek i\u00e7in M\u00fc\u015fteri \u00c7aba Puan\u0131 5 Puan \u00f6l\u00e7e\u011fini kullanmaktad\u0131r. 5&#8217;li \u00f6l\u00e7ek, m\u00fc\u015fterilerden veri toplamak i\u00e7in a\u015f\u0131r\u0131 olumlu, olumlu, n\u00f6tr, olumsuz ve a\u015f\u0131r\u0131 olumsuz cevap se\u00e7eneklerini kullan\u0131r. M\u00fc\u015fteriler sizinle i\u015f yapmak i\u00e7in olumlu, n\u00f6tr veya olumsuz bir \u00e7aba tepkisi se\u00e7erler.<\/p>\n<p><strong>M\u00fc\u015fteri \u00c7aba Puan\u0131 form\u00fcl\u00fc:<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-62713 size-full\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2018\/08\/Customer_Effort_Score_Formula.png\" alt=\"M\u00fc\u015fteri \u00c7aba Puan\u0131 Form\u00fcl\u00fc\" width=\"724\" height=\"144\"><br \/>\nM\u00fc\u015fteri \u00c7aba Puan\u0131 hesaplamas\u0131, CES anketinize verilen olumlu (\u00e7ok kolay ve kolay) ve olumsuz (\u00e7ok zor ve zor) yan\u0131tlar\u0131n y\u00fczdesini belirlemenizi gerektirir. Daha sonra olumsuz yan\u0131tlar\u0131n say\u0131s\u0131n\u0131 olumlu yan\u0131tlardan \u00e7\u0131karabilirsiniz.<\/p>\n<h3><a id=\"Application_of_Customer_Effort_Score\" class=\"blankurl\"><\/a><strong>M\u00fc\u015fteri \u00c7aba Puan\u0131 Uygulamas\u0131<\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">De\u011ferlendirin <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/blog\/acquire-reliable-customer-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n  <span data-preserver-spaces=\"true\">geri bildirim<\/span><br \/>\n<\/a><span data-preserver-spaces=\"true\">  M\u00fc\u015fteri \u00c7aba Puan\u0131 anketi i\u00e7in al\u0131rs\u0131n\u0131z. Kurulu\u015funuz y\u00fcksek bir ortalamaya sahipse, bu, \u015firketinizin m\u00fc\u015fteriler i\u00e7in deneyimi uygun hale getirdi\u011finin g\u00f6stergesidir. D\u00fc\u015f\u00fck bir ortalama, m\u00fc\u015fteri deneyimini kolayla\u015ft\u0131rmak i\u00e7in iyile\u015ftirmeye a\u00e7\u0131k bir alan oldu\u011funu g\u00f6sterir.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Zay\u0131f m\u00fc\u015fteri memnuniyeti ya\u015fayan bir kurulu\u015f, \u015firketteki sorunlu alanlar\u0131 de\u011ferlendirmek i\u00e7in M\u00fc\u015fteri \u00c7aba Puan\u0131n\u0131 kullanabilir. M\u00fc\u015fterilerinizin en \u00e7ok nerede \u00e7aba sarf etmesi gerekti\u011fini ke\u015ffettikten sonra, m\u00fc\u015fteri \u00e7abas\u0131n\u0131 azaltmak i\u00e7in bu alanlar\u0131 d\u00fczeltmeye ba\u015flayabilirsiniz. Bu, zaman i\u00e7inde m\u00fc\u015fteri memnuniyetinin artmas\u0131na yard\u0131mc\u0131 olacakt\u0131r. Ancak unutmay\u0131n ki m\u00fc\u015fteri \u00e7abas\u0131n\u0131 azaltmak her zaman m\u00fc\u015fteri sadakatinde art\u0131\u015f anlam\u0131na gelmez. Bunun yerine, m\u00fc\u015fteriler \u00e7o\u011fu i\u015fletmenin az \u00e7aba gerektiren hizmetler sunmas\u0131n\u0131 beklemektedir.<\/span><\/p>\n<p><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.kanomodel.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Kano Modeli<\/span><\/a><span data-preserver-spaces=\"true\">  Japon kalite gurusu bu ili\u015fkiyi a\u00e7\u0131kl\u0131yor. D\u00fc\u015f\u00fck m\u00fc\u015fteri \u00e7abas\u0131 gibi baz\u0131 beklenen \u00e7\u0131kt\u0131lar memnuniyeti art\u0131r\u0131r. Kaliteli \u00fcr\u00fcnler gibi di\u011fer fakt\u00f6rler de memnuniyet ve markan\u0131za ba\u011fl\u0131l\u0131k yarat\u0131r.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">M\u00fc\u015fteri \u00c7aba Puan\u0131 a\u015fa\u011f\u0131daki kriterlerden biri olmal\u0131d\u0131r <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/tour\/surveys.html\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n  <span data-preserver-spaces=\"true\">anket<\/span><br \/>\n<\/a><span data-preserver-spaces=\"true\">  Kurulu\u015funuzla yap\u0131lan her m\u00fc\u015fteri i\u015fleminden sonra uygulanan t\u00fcrler. CES anketinin kullan\u0131m\u0131, m\u00fc\u015fteri etkile\u015fimini takiben i\u015flemseldir.<\/span><\/p>\n<div class=\"ta-center\" style=\"margin-bottom: 20px; margin-top: 10px;\">\n<p style=\"text-align: center;\"><a href=\"\/blog\/is-your-revenue-at-risk\/\">Risk alt\u0131ndaki gelir ile m\u00fc\u015fteri memnuniyeti aras\u0131nda nas\u0131l ba\u011flant\u0131 kurulaca\u011f\u0131 hakk\u0131nda bilgi edinin.<\/a><\/p>\n<\/div>\n<h3><a id=\"Advantages_and_Disadvantages_of_Customer_Effort_Score\" class=\"blankurl\"><\/a><strong>M\u00fc\u015fteri \u00c7aba Puan\u0131&#8217;n\u0131n (CES) avantajlar\u0131 ve dezavantajlar\u0131<\/strong><\/h3>\n<p><strong>Avantajlar: <\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span data-preserver-spaces=\"true\">Tahmin etmede daha iyi <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/blog\/build-customer-loyalty\/\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n  <span data-preserver-spaces=\"true\">marka sadakati<\/span><br \/>\n<\/a><span data-preserver-spaces=\"true\">  ve geri al\u0131mlar ile di\u011fer \u00f6l\u00e7\u00fctlere g\u00f6re daha az de\u011fi\u015fkendir. CES m\u00fc\u015fteri memnuniyetinin kesin bir \u00f6l\u00e7\u00fcm\u00fc olmasa da, etkile\u015fim kolayl\u0131\u011f\u0131ndan memnuniyete do\u011fru sonu\u00e7lar \u00e7\u0131karabilirsiniz.  <\/span><\/li>\n<li style=\"font-weight: 400;\"><span data-preserver-spaces=\"true\">Bu puanlama modeli m\u00fc\u015fteriye y\u00f6nelik t\u00fcm s\u00fcre\u00e7ler i\u00e7in ge\u00e7erlidir ve kurulu\u015funuz genelinde d\u00fczeltici \u00f6nlemler almay\u0131 son derece kolayla\u015ft\u0131r\u0131r.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span data-preserver-spaces=\"true\">Tahmin etmek i\u00e7in olduk\u00e7a g\u00fcvenilir bir y\u00f6ntemdir <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/survey-templates\/customer-satisfaction-surveys\/\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n  <span data-preserver-spaces=\"true\">m\u00fc\u015fteri\u0307 davrani\u015fi ve memnuni\u0307yeti\u0307<\/span><br \/>\n<\/a><span data-preserver-spaces=\"true\">.<\/span><\/li>\n<\/ul>\n<p><strong>Dezavantajlar:<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span data-preserver-spaces=\"true\">Bu puanlama modeli, genel i\u015finizle de\u011fil, \u00f6zellikle hizmetle s\u0131n\u0131rl\u0131d\u0131r.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span data-preserver-spaces=\"true\">Sadece m\u00fc\u015fterilerin bir hizmeti kullanmakta zorlan\u0131p zorlanmad\u0131\u011f\u0131na dair sonu\u00e7lar verir. Tam olarak neyin zor oldu\u011funu veya bir s\u00fcrecin neden zor oldu\u011funu belirleyemezsiniz.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span data-preserver-spaces=\"true\">Maliyetiniz, rakipleriniz veya <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/survey-templates\/new-product-concept-testing-surveys\/\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n  <span data-preserver-spaces=\"true\">\u00fcr\u00fcn kali\u0307tesi\u0307<\/span><br \/>\n<\/a><span data-preserver-spaces=\"true\"> dikkate al\u0131nmaz.<\/span><\/li>\n<\/ul>\n<div>\n<div class=\"sub-section-heading\">\n<h3><a id=\"Customer_Effort_Score_vs_Net_Promoter_Score\" class=\"blankurl\"><\/a><strong>M\u00fc\u015fteri \u00c7abas\u0131 Puan\u0131 ile Net Tavsiye Skoru<\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">M\u00fc\u015fteri \u00c7aba Puan\u0131 (CES) ve <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/features\/net-promoter-score.html\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n  <span data-preserver-spaces=\"true\">Net Tavsiye Skoru<\/span><br \/>\n<\/a><span data-preserver-spaces=\"true\">  (NPS) kendi avantajlar\u0131 ve dezavantajlar\u0131 olan korelatif anketlerdir. Hem M\u00fc\u015fteri \u00c7aba Puan\u0131 hem de Net Tavsiye Skoru m\u00fc\u015fteri sadakatini ve memnuniyetini hesaplar. Bununla birlikte, NPS&#8217;nin CES&#8217;ten daha etkili oldu\u011fu baz\u0131 durumlar ve CES&#8217;in daha iyi bir g\u00f6sterge oldu\u011fu durumlar vard\u0131r. Her ikisi de birbirini az \u00e7ok tamamlayan farkl\u0131 sorular sormaktad\u0131r.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">NPS tavsiye olas\u0131l\u0131\u011f\u0131n\u0131 g\u00f6sterir &#8211; &#8220;X \u015eirketini bir arkada\u015f\u0131n\u0131za veya meslekta\u015f\u0131n\u0131za tavsiye etme olas\u0131l\u0131\u011f\u0131n\u0131z nedir?&#8221; Genellikle marka payla\u015f\u0131labilirli\u011fini ve sadakatini analiz etmek i\u00e7in kullan\u0131l\u0131r. NPS, m\u00fc\u015fterilerin kurulu\u015fla olan son etkile\u015fimlerine y\u00f6nelik davran\u0131\u015flar\u0131n\u0131 de\u011ferlendirmede ba\u015far\u0131s\u0131z olmaktad\u0131r. M\u00fc\u015fteri \u00c7aba Puan\u0131 hesaplamas\u0131 bu noktada yard\u0131mc\u0131 olabilir.  <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">M\u00fc\u015fteri \u00c7aba Puan\u0131, m\u00fc\u015fterilerden kurulu\u015fun hizmetleriyle ilgili kar\u015f\u0131la\u015ft\u0131klar\u0131 zorluklar\u0131 derecelendirmelerini ister. Zorlu\u011fu ne kadar azalt\u0131rsan\u0131z, marka sadakati i\u00e7in o kadar iyi olacakt\u0131r. Y\u00fcksek zorluk seviyeleri, \u00e7al\u0131\u015fma \u015feklinizde de\u011fi\u015fiklikler yapman\u0131z ve  <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/survey-templates\/customer-satisfaction-surveys\/\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n  <span data-preserver-spaces=\"true\">m\u00fc\u015fteri\u0307 memnuni\u0307yeti\u0307<\/span><br \/>\n<\/a><span data-preserver-spaces=\"true\"> senin \u00f6nceli\u011fin.<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">CES ve NPS birlikte nas\u0131l kullan\u0131l\u0131r?<\/span><\/strong><\/p>\n<p><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/blog\/net-promoter-score-calculation\/\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n  <span data-preserver-spaces=\"true\">NPS<\/span><br \/>\n<\/a><span data-preserver-spaces=\"true\"> i\u015f d\u00fcnyas\u0131n\u0131n iki \u00f6nemli y\u00f6n\u00fcn\u00fc analiz etmek i\u00e7in sundu\u011fu basitlik derecesi nedeniyle pop\u00fclerdir: m\u00fc\u015fteri sadakati ve beklenen i\u015f geli\u015fimi. <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/cx\/promoter-amplification.html\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n  <span data-preserver-spaces=\"true\">Destek\u00e7iler<\/span><br \/>\n<\/a><span data-preserver-spaces=\"true\">  bir kuruma ba\u011fl\u0131 kalma e\u011filimindedir ve ayn\u0131 zamanda aile ve arkada\u015flara tavsiyeler yoluyla \u00fccretsiz pazarlama i\u00e7in harika kaynaklard\u0131r. Bir destek\u00e7i kurulu\u015funuza sad\u0131kt\u0131r, ancak m\u00fc\u015fteri deneyiminiz yetersiz kal\u0131rsa sad\u0131k kalmalar\u0131n\u0131n garanti olmad\u0131\u011f\u0131n\u0131 unutmamak \u00f6nemlidir.<\/span><\/p>\n<p>Bir anket ba\u015flatmak m\u0131 istiyorsunuz? Bu <a href=\"https:\/\/www.questionpro.com\/survey-templates\/customer-satisfaction-surveys\/\" target=\"_blank\" rel=\"noopener\">\u00fccretsiz m\u00fc\u015fteri memnuniyeti anketi \u015fablonlar\u0131na<\/a> g\u00f6z at\u0131n<\/p>\n<p><span data-preserver-spaces=\"true\">NPS, bir m\u00fc\u015fterinin i\u015fletmenize kar\u015f\u0131 genel hissiyat\u0131n\u0131 \u00f6l\u00e7er ve belirli bir m\u00fc\u015fteriyi \u00f6l\u00e7mek i\u00e7in kullan\u0131lamaz. <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/blog\/customer-service\/\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n  <span data-preserver-spaces=\"true\">m\u00fc\u015fteri\u0307 hi\u0307zmetleri\u0307<\/span><br \/>\n<\/a><span data-preserver-spaces=\"true\">  deneyim. CES ise m\u00fc\u015fteri sorunlar\u0131n\u0131 \u00e7\u00f6zme kolayl\u0131\u011f\u0131n\u0131 \u00f6l\u00e7er. M\u00fc\u015fteri deneyimindeki engelleri anlamada son derece etkili olabilir, b\u00f6ylece bu engelleri ortadan kald\u0131rman\u0131za ve dolayl\u0131 olarak  <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/blog\/build-customer-loyalty\/\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n  <span data-preserver-spaces=\"true\">m\u00fc\u015fteri sadakati<\/span><br \/>\n<\/a><span data-preserver-spaces=\"true\">.<\/span><\/p>\n<div class=\"ta-center\" style=\"margin-bottom: 20px; margin-top: 10px;\"><img decoding=\"async\" class=\"aligncenter\" src=\"\/userimages\/site_media\/Customer_Effort_Score_vs_Net_Promoter_Score.png\" alt=\"M\u00fc\u015fteri \u00c7aba Puan\u0131 vs Net Tavsiye Skoru\"><\/div>\n<\/div>\n<h3><strong><a id=\"Customer_Effort_Score_Benchmark\" class=\"blankurl\"><\/a>M\u00fc\u015fteri \u00c7aba Puan\u0131 Kar\u015f\u0131la\u015ft\u0131rma \u00d6l\u00e7\u00fct\u00fc<\/strong><\/h3>\n<blockquote><p>T\u00fcm ba\u015far\u0131l\u0131 \u015firketler s\u00fcrekli olarak rakipleriyle k\u0131yaslama yapar. \u015eirketlerinin ba\u015far\u0131l\u0131 olabilmesi i\u00e7in her g\u00fcn neyle kar\u015f\u0131la\u015facaklar\u0131n\u0131 bilmeleri gerekir.<br \/>\n-James Dunn<\/p><\/blockquote>\n<p>CEB Global taraf\u0131ndan yap\u0131lan ara\u015ft\u0131rmaya g\u00f6re, CES 2.0&#8217;\u0131n genel k\u0131yaslamalar\u0131 a\u015fa\u011f\u0131da yer almaktad\u0131r:<\/p>\n<p style=\"text-align: center;\"><a href=\"\/blog\/customer-effort-score-benchmark\/\">Ayr\u0131nt\u0131l\u0131 olarak \u00f6\u011frenin: M\u00fc\u015fteri \u00c7aba Puan\u0131 K\u0131yaslamas\u0131.<\/a><\/p>\n<div class=\"ta-center\" style=\"margin-bottom: 20px; margin-top: 10px;\"><img decoding=\"async\" class=\"aligncenter\" src=\"\/userimages\/site_media\/Customer_Effort_Score_Benchmarking.png\" alt=\"M\u00fc\u015fteri \u00c7aba Puan\u0131 K\u0131yaslamas\u0131\"><\/div>\n<p>CES oran\u0131n\u0131z %70&#8217;in alt\u0131ndaysa, m\u00fc\u015fterilerinizin kar\u015f\u0131la\u015ft\u0131\u011f\u0131 engelleri belirlemeye ve ortadan kald\u0131rmaya odaklanmak isteyebilirsiniz.<\/p>\n<h4><a id=\"Using_Competitive_Landscape_as_Your_Benchmark\" class=\"blankurl\"><\/a><strong>Rekabet ortam\u0131n\u0131 k\u0131yaslama \u00f6l\u00e7\u00fct\u00fc olarak kullanma<\/strong><\/h4>\n<\/div>\n<p>&#8220;Rekabet her zaman iyi bir \u015feydir. Bizi elimizden gelenin en iyisini yapmaya zorlar. Tekel ise insanlar\u0131 kay\u0131ts\u0131zla\u015ft\u0131r\u0131r ve s\u0131radanl\u0131ktan memnun eder.&#8221; Nancy Pearcey<\/p>\n<p><span data-preserver-spaces=\"true\">Bu al\u0131nt\u0131ya ve yayg\u0131n inan\u0131\u015fa g\u00f6re, puan\u0131n\u0131z\u0131n g\u00fcc\u00fcn\u00fc \u00f6l\u00e7mek i\u00e7in daha uygun y\u00f6ntem <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/blog\/some-commonly-uncommon-ways-to-research-the-competition\/\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n  <span data-preserver-spaces=\"true\">rakibinizin<\/span><br \/>\n<\/a><span data-preserver-spaces=\"true\">  bir \u00f6l\u00e7\u00fct olarak puan. Bu, NPS veya CES metri\u011finizi \u00f6l\u00e7mek i\u00e7in daha iyi bir y\u00f6ntemdir \u00e7\u00fcnk\u00fc bu, sekt\u00f6r\u00fcn\u00fcz\u00fc dikkate al\u0131r.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">\u00d6rne\u011fin havayollar\u0131, m\u00fc\u015fterilere bankalardan daha do\u011frudan deneyimler sunuyor. Daha y\u00fcksek CES ve NPS derecelendirmelerine sahip olma e\u011filimindedirler. M\u00fc\u015fteri deneyimleri ve ihtiya\u00e7lar\u0131 tamamen farkl\u0131 oldu\u011fundan, bir ma\u011fazay\u0131 bir sigorta \u015firketiyle kar\u015f\u0131la\u015ft\u0131rmak yararl\u0131 olmayacakt\u0131r.<\/span><\/p>\n<div class=\"ta-center\" style=\"margin-bottom: 20px; margin-top: 10px;\"><img decoding=\"async\" class=\"aligncenter\" src=\"\/userimages\/site_media\/Customer_Effort_Score_vs_Net_Promoter_Score_Example.png\" alt=\"M\u00fc\u015fteri \u00c7aba Puan\u0131 ve Net Tavsiye Skoru \u00d6rne\u011fi\"><\/div>\n<p>Havayolu end\u00fcstrisi -4 ila +57 aras\u0131nda tipik bir NPS aral\u0131\u011f\u0131na sahiptir. United Airlines&#8217;\u0131n NPS de\u011feri 10&#8217;dur ve havayolu alan\u0131ndaki en k\u00f6t\u00fc \u015firketlerden biri olarak s\u0131ralanmaktad\u0131r.<\/p>\n<h4><a id=\"Global_Standards_vs_Competitor_Benchmarking\" class=\"blankurl\"><\/a><strong>K\u00fcresel standartlar ve Rakip k\u0131yaslamas\u0131<\/strong><\/h4>\n<p><span data-preserver-spaces=\"true\">Puanlar\u0131n farkl\u0131 \u00fclkelerde farkl\u0131l\u0131k g\u00f6sterece\u011fini unutmamak \u00e7ok \u00f6nemlidir. <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/blog\/geographic-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n  <span data-preserver-spaces=\"true\">co\u011frafi\u0307 pazarlar<\/span><br \/>\n<\/a><span data-preserver-spaces=\"true\">. E\u011fer daha \u00f6nce ABD ve Avrupa&#8217;daki NPS&#8217;leri kar\u015f\u0131la\u015ft\u0131rd\u0131ysan\u0131z, muhtemelen  <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/blog\/culture-survey\/\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n  <span data-preserver-spaces=\"true\">k\u00fclt\u00fcrel<\/span><br \/>\n<\/a><span data-preserver-spaces=\"true\"> ve <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/blog\/demographic-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n  <span data-preserver-spaces=\"true\">demografik<\/span><br \/>\n<\/a><span data-preserver-spaces=\"true\"> bir \u015firketin performans\u0131n\u0131 de\u011ferlendirirken farkl\u0131l\u0131klar.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">\u00d6rne\u011fin, Avrupal\u0131 m\u00fc\u015fteriler bir \u015firketin performans\u0131n\u0131 de\u011ferlendirme konusunda daha muhafazak\u00e2rd\u0131r. M\u00fc\u015fteri \u00c7aba Puan\u0131 sorusu \u00f6rne\u011fini ele alal\u0131m: &#8220;1-10 aras\u0131 bir \u00f6l\u00e7ekte, 10 en az zor olan\u0131 olmak \u00fczere, bug\u00fcnk\u00fc i\u015fleminiz ne kadar kolayd\u0131?&#8221; Avrupal\u0131 kat\u0131l\u0131mc\u0131lar\u0131n herhangi bir durumda 9 ya da 10 vermesi pek olas\u0131 de\u011fildir. Di\u011fer b\u00f6lgelerde, \u00f6l\u00e7e\u011fin alt ucunu ve \u00fcst ucunu kullanan, ancak aralar\u0131 atlayan m\u00fc\u015fteriler bulabilirsiniz. Bu farkl\u0131l\u0131klar nedeniyle, bir sekt\u00f6rdeki mutlak Net Tavsiye Skoru \u00f6nemli \u00f6l\u00e7\u00fcde de\u011fi\u015febilir.<\/span><\/p>\n<h4><a id=\"Comparing_Your_Metric_Against_Your_Own\" class=\"blankurl\"><\/a><strong>Metri\u011finizi kendi metri\u011finizle kar\u015f\u0131la\u015ft\u0131rma<\/strong><\/h4>\n<p><span data-preserver-spaces=\"true\">Metri\u011finiz kendi ba\u015f\u0131na g\u00f6steri\u015fli bir say\u0131dan ba\u015fka bir \u015fey olmad\u0131\u011f\u0131ndan, \u00f6zellikle ba\u015flang\u0131\u00e7 a\u015famas\u0131ndayken size iyi bir M\u00fc\u015fteri \u00c7aba Puan\u0131n\u0131 temsil eden tek bir say\u0131 vermek imkans\u0131zd\u0131r. Rakam\u0131n\u0131z\u0131n &#8220;iyi&#8221; olup olmad\u0131\u011f\u0131n\u0131 anlaman\u0131n en iyi yolu, onu en \u00f6nemli rakam\u0131n\u0131zla kar\u015f\u0131la\u015ft\u0131rmakt\u0131r.  <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/help\/benchmarking.html\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n  <span data-preserver-spaces=\"true\">k\u0131yaslama<\/span><br \/>\n<\/a><span data-preserver-spaces=\"true\"> &#8211; \u00f6nceki puanlar\u0131n\u0131z.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">\u0130lerlemeyi \u00f6l\u00e7meye ba\u015flaman\u0131n en iyi yolu, M\u00fc\u015fteri \u00c7aba Puan\u0131 hesaplaman\u0131z\u0131 son \u00e7eyrek veya alt\u0131 aydaki puan\u0131n\u0131zla kar\u015f\u0131la\u015ft\u0131rmak olacakt\u0131r. En az %10&#8217;luk bir art\u0131\u015f fark ediyorsan\u0131z, do\u011fru y\u00f6nde ilerliyor ve organik b\u00fcy\u00fcmeye dayal\u0131 ba\u015far\u0131l\u0131 bir i\u015f kurma yolunda ilerliyorsunuz demektir.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">\u00d6te yandan, CES&#8217;te \u00f6nemli bir d\u00fc\u015f\u00fc\u015f fark ederseniz, bu m\u00fc\u015fteri deneyiminizin daha da zorla\u015ft\u0131\u011f\u0131n\u0131 g\u00f6sterir. Nedeni belirlemek i\u00e7in h\u0131zl\u0131 bir \u015fekilde \u00e7al\u0131\u015fmal\u0131 ve sorunu ele almak i\u00e7in uygun \u00f6nlemleri almal\u0131s\u0131n\u0131z.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Say\u0131n\u0131n kendisinden ziyade puan\u0131n\u0131z\u0131 neyin y\u00f6nlendirdi\u011fine odaklanmak daha iyidir. Unutmay\u0131n, bir  <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/blog\/nps-considered-good-net-promoter-score\/\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n  <span data-preserver-spaces=\"true\">iyi Net Tavsiye Skoru<\/span><br \/>\n<\/a><span data-preserver-spaces=\"true\"> veya M\u00fc\u015fteri \u00c7aba Puan\u0131 tek ba\u015f\u0131na bir <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/blog\/quantitative-data\/\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n  <span data-preserver-spaces=\"true\">\u00f6l\u00e7\u00fclebilir<\/span><br \/>\n<\/a><span data-preserver-spaces=\"true\">  b\u00fcy\u00fcmek i\u00e7in metrik. Ana hedefiniz her zaman dinlemek olmal\u0131d\u0131r,  <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/blog\/strategic-analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n  <span data-preserver-spaces=\"true\">analiz etmek<\/span><br \/>\n<\/a><span data-preserver-spaces=\"true\">ve sizin <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/blog\/putting-customer-feedback-to-work\/\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n  <span data-preserver-spaces=\"true\">m\u00fc\u015fteri geri bildirimi<\/span><br \/>\n<\/a><span data-preserver-spaces=\"true\">.<\/span><\/p>\n<p class=\"p1\"><b>QuestionPro&#8217;da inand\u0131\u011f\u0131m\u0131z \u015fey \u00fczerinde \u00e7al\u0131\u015f\u0131r\u0131z. <\/b><a href=\"https:\/\/info.questionpro.com\/meetings\/kenneth-peterson\" target=\"_blank\" rel=\"noopener\"><br \/>\n  <span class=\"s1\">Ken ile bir demo planlay\u0131n<\/span><br \/>\n<\/a> CX anket ve analitik y\u00f6netim platformumuz arac\u0131l\u0131\u011f\u0131yla m\u00fc\u015fteri sadakatini nas\u0131l art\u0131raca\u011f\u0131n\u0131z\u0131 ve de\u011ferli t\u00fcketici i\u00e7g\u00f6r\u00fclerini nas\u0131l toplayaca\u011f\u0131n\u0131z\u0131 ke\u015ffedin.<\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\"><a class=\"square-cta secondary-lined-cta\" href=\"https:\/\/www.questionpro.com\/cx\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>QuestionPro CX hakk\u0131nda daha fazla bilgi edinin<\/strong><\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u0130\u00e7erik Dizini M\u00fc\u015fteri \u00c7aba Puan\u0131 nedir? M\u00fc\u015fteri \u00c7aba Puan\u0131 \u00d6rne\u011fi M\u00fc\u015fteri \u00c7abas\u0131 puan\u0131n\u0131n uygulanmas\u0131 M\u00fc\u015fteri \u00c7aba Puan\u0131&#8217;n\u0131n (CES) avantajlar\u0131 ve [&hellip;]<\/p>\n","protected":false},"author":86,"featured_media":991714,"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":[1187],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>M\u00fc\u015fteri \u00c7aba Puan\u0131 i\u00e7in Eksiksiz K\u0131lavuz | CES Hesaplama ve \u00d6rnekler | QuestionPro<\/title>\n<meta name=\"description\" content=\"M\u00fc\u015fteri \u00c7aba Puan\u0131 (CES), m\u00fc\u015fteri \u00e7abalar\u0131n\u0131 azaltarak m\u00fc\u015fteri sadakatini te\u015fvik etmek amac\u0131yla tek bir soru kullanarak m\u00fc\u015fteri memnuniyet d\u00fczeyini \u00f6l\u00e7mek i\u00e7in kullan\u0131lan bir anket metri\u011fidir. 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