{"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":"
\n

\u0130\u00e7erik Dizini<\/p>\n

    \n
  1. M\u00fc\u015fteri \u00c7aba Puan\u0131 nedir?<\/a><\/li>\n
  2. M\u00fc\u015fteri \u00c7aba Puan\u0131 \u00d6rne\u011fi<\/a><\/li>\n
  3. M\u00fc\u015fteri \u00c7abas\u0131 puan\u0131n\u0131n uygulanmas\u0131<\/a><\/li>\n
  4. M\u00fc\u015fteri \u00c7aba Puan\u0131’n\u0131n (CES) avantajlar\u0131 ve dezavantajlar\u0131<\/a><\/li>\n
  5. M\u00fc\u015fteri \u00c7aba Puan\u0131 vs Net Tavsiye Skoru<\/a><\/li>\n
  6. M\u00fc\u015fteri \u00c7aba Puan\u0131 k\u0131yaslamas\u0131<\/a>\n
      \n
    1. Rekabet ortam\u0131n\u0131 k\u0131yaslama \u00f6l\u00e7\u00fct\u00fc olarak kullanma<\/a><\/li>\n
    2. K\u00fcresel standartlar ve Rakip k\u0131yaslamas\u0131<\/a><\/li>\n
    3. Metri\u011finizi kendi metri\u011finizle kar\u015f\u0131la\u015ft\u0131rma<\/a><\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<\/div>\n

      <\/a>M\u00fc\u015fteri \u00c7aba Puan\u0131 (CES) nedir?<\/strong><\/h2>\n

      M\u00fc\u015fteri \u00c7aba Puan\u0131 (CES) bir t\u00fcr <\/span>
      \n m\u00fc\u015fteri\u0307 memnuni\u0307yeti\u0307<\/span>
      \n<\/a> kolayl\u0131\u011f\u0131n\u0131 \u00f6l\u00e7mek i\u00e7in kullan\u0131lan anket <\/span>

      \n hi\u0307zmet deneyi\u0307mi\u0307<\/span>
      \n<\/a> bir organizasyon ile. M\u00fc\u015fterilerden \u00fcr\u00fcn veya hizmetlerin kullan\u0131m kolayl\u0131\u011f\u0131n\u0131 “\u00e7ok zor” veya “\u00e7ok kolay” \u015feklinde derecelendirmelerini ister.<\/span><\/p>\n

      M\u00fc\u015fteri \u00c7aba Puan\u0131, Kurumsal \u0130cra Kurulu taraf\u0131ndan basit bir y\u00f6ntem kullan\u0131larak olu\u015fturulmu\u015ftur, <\/span>
      \n kesitsel ara\u015ft\u0131rma<\/span>
      \n<\/a> 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

      Bu <\/span>
      \n ara\u015ft\u0131rma<\/span>
      \n<\/a> 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

      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

      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

      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

      <\/a>M\u00fc\u015fteri \u00c7aba Puan\u0131 \u00d6rne\u011fi<\/strong><\/h3>\n

      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’in nas\u0131l \u00e7al\u0131\u015ft\u0131\u011f\u0131n\u0131 ve m\u00fc\u015fteri memnuniyetini belirlemeye yard\u0131mc\u0131 olmak i\u00e7in CES’i nas\u0131l kullanabilece\u011finizi g\u00f6rmek i\u00e7in bu M\u00fc\u015fteri \u00c7aba Puan\u0131 soru \u00f6rne\u011fini kullan\u0131n.<\/p>\n

      M\u00fc\u015fteri \u00c7aba Puan\u0131 soru \u00f6rne\u011fi: <\/span><\/strong><\/p>\n

      \"M\u00fc\u015fteri<\/p>\n

      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’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

      M\u00fc\u015fteri \u00c7aba Puan\u0131 form\u00fcl\u00fc:<\/strong><\/p>\n

      \"M\u00fc\u015fteri
      \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

      <\/a>M\u00fc\u015fteri \u00c7aba Puan\u0131 Uygulamas\u0131<\/strong><\/h3>\n

      De\u011ferlendirin <\/span>
      \n geri bildirim<\/span>
      \n<\/a> 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

      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

      Kano Modeli<\/span><\/a> 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

      M\u00fc\u015fteri \u00c7aba Puan\u0131 a\u015fa\u011f\u0131daki kriterlerden biri olmal\u0131d\u0131r <\/span>
      \n anket<\/span>
      \n<\/a> 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

      \n

      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

      <\/a>M\u00fc\u015fteri \u00c7aba Puan\u0131’n\u0131n (CES) avantajlar\u0131 ve dezavantajlar\u0131<\/strong><\/h3>\n

      Avantajlar: <\/strong><\/p>\n