{"id":730655,"date":"2022-08-09T00:30:17","date_gmt":"2022-08-09T07:30:17","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/isletmeniz-icin-3-tur-cx-icgorusu-tuesday-cx-thoughts\/"},"modified":"2022-08-09T00:30:17","modified_gmt":"2022-08-09T00:30:17","slug":"isletmeniz-icin-3-tur-cx-icgorusu-tuesday-cx-thoughts","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/tr\/isletmeniz-icin-3-tur-cx-icgorusu-tuesday-cx-thoughts\/","title":{"rendered":"\u0130\u015fletmeniz \u0130\u00e7in 3 T\u00fcr CX \u0130\u00e7g\u00f6r\u00fcs\u00fc – Tuesday CX Thoughts"},"content":{"rendered":"

\u0130\u00e7inde <\/span>m\u00fc\u015fteri\u0307 deneyi\u0307mi\u0307<\/span> Sekt\u00f6rde veri, analitik ve i\u00e7g\u00f6r\u00fc terimlerini birbirinin yerine kullanan \u015firketlerle \u00e7ok s\u0131k kar\u015f\u0131la\u015f\u0131yorum. <\/span>Bu durum, \u00f6zellikle bir \u015firketin sat\u0131\u015f s\u00fcrecinde ge\u00e7erlidir. <\/span>m\u00fc\u015fteri deneyimi y\u00f6netimi yaz\u0131l\u0131m platformu<\/span><\/a> – Bazen bu kas\u0131tl\u0131 de\u011fildir, daha ziyade sat\u0131\u015f\u0131 kapatmaya \u00e7al\u0131\u015fan ki\u015finin anlay\u0131\u015f eksikli\u011finden kaynaklan\u0131r. <\/span><\/p>\n

\u0130nsanlar “b\u00fcy\u00fck veri”, “tahmine dayal\u0131 analitik” ve hatta “kuralc\u0131 analitik” gibi terimleri ortaya att\u0131\u011f\u0131nda durum daha da karma\u015f\u0131k bir hal al\u0131yor. Bunlar bir i\u015fletmenin b\u00fcy\u00fcmesine ve m\u00fc\u015fterilerini elinde tutmas\u0131na yard\u0131mc\u0131 olabilecek ger\u00e7ekten ilgin\u00e7 terimler gibi geliyor, ama ger\u00e7ekten \u00f6yle mi?<\/span><\/p>\n

Lego \u00d6rne\u011fi<\/h2>\n

\u00c7o\u011fu insan Lego ile ili\u015fki kurabilir, bu y\u00fczden bunu benzetme olarak kullanaca\u011f\u0131m. “Verileri” tek tek bloklar veya blok gruplar\u0131 olarak d\u00fc\u015f\u00fcn\u00fcn. Baz\u0131 toplu veriler bile sadece veridir. <\/span><\/p>\n

S\u0131rada analitik var. Baz\u0131lar\u0131 ortalama veya say\u0131m alman\u0131n analitik oldu\u011funa inand\u0131\u011f\u0131 i\u00e7in bu durum tart\u0131\u015fmal\u0131 hale gelmektedir. Buna kar\u015f\u0131l\u0131k, merkezi e\u011filim \u00f6l\u00e7\u00fcmlerinin kendi ba\u015flar\u0131na sadece toplanm\u0131\u015f veriler oldu\u011funa kesinlikle inan\u0131yorum. Lego bloklar\u0131 \u00f6rne\u011fini kullan\u0131rsak, her renkten say\u0131n\u0131z varsa, bu sadece size bu bloklarla ne yapabilece\u011finize dair bir y\u00f6n g\u00f6steren bir veridir. <\/span><\/p>\n

Veriler analitiklerin bilgilendirilmesine yard\u0131mc\u0131 olabilir. Bunun yerine, bu bloklarla basit bir ev in\u015fa etseydiniz, bu analiti\u011fe daha \u00e7ok benzeyecekti. Bu sizin yapt\u0131\u011f\u0131n\u0131z bir \u015fey. E\u011fer bakarsak <\/span>
\n y\u00f6netici g\u00f6sterge tablolar\u0131<\/span>
\n<\/a> bir <\/span>
\n M\u00fc\u015fterinin Sesi<\/span>
\n<\/a> platformu, farkl\u0131 filtreler, de\u011ferlendirme tarihleri veya trendler kullanarak KPI metriklerini veya frekans grafiklerini g\u00f6rme yetene\u011fi, analiti\u011fin yak\u0131ndan bir g\u00f6r\u00fcn\u00fcm\u00fcn\u00fc g\u00f6sterecektir. <\/span>T\u0131pk\u0131 legolardan yap\u0131lm\u0131\u015f ev gibi \u00e7ok boyutlu olarak g\u00f6rebilece\u011finiz bir \u015fey. <\/span> <\/p>\n

\u0130\u00e7g\u00f6r\u00fcler -bana g\u00f6re- daha y\u00fcksek bir standarda sahiptir. Analitik ve i\u00e7g\u00f6r\u00fc aras\u0131ndaki ayr\u0131m \u00e7izgisi de biraz daha az nettir. Lego \u00f6rne\u011fine son bir kez daha bakacak olursam, o evi in\u015fa ettikten sonra, daha iyi hale getirmek i\u00e7in o eve ne ekleyebilirsiniz? <\/span><\/p>\n

E\u011fer k\u00f6\u015fe yaz\u0131lar\u0131m\u0131 okuyorsan\u0131z, bu c\u00fcmleyi daha \u00f6nce bir meslekta\u015f\u0131mdan bir\u00e7ok kez duymu\u015fsunuzdur: “\u0130\u00e7g\u00f6r\u00fcler nadiren tek bir veri kayna\u011f\u0131ndan gelir”. <\/span><\/p>\n

\u0130\u00e7g\u00f6r\u00fclerin kullan\u0131m\u0131yla de\u011fi\u015fimi y\u00f6nlendirmek<\/h2>\n

\u0130\u00e7g\u00f6r\u00fclerin en temel bi\u00e7imi bizim SoruPro’muz olacakt\u0131r <\/span>
\n \u00f6ncelik matrisi widget’\u0131<\/span>
\n<\/a>. <\/span>NPS veya CSAT’den girdiler al\u0131p bunlar\u0131 \u00f6zellik performans\u0131yla kar\u015f\u0131la\u015ft\u0131rmak, m\u00fc\u015fteri deneyimi KPI’\u0131n\u0131 daha y\u00fckse\u011fe ta\u015f\u0131mak i\u00e7in iyile\u015ftirme f\u0131rsatlar\u0131n\u0131 vurgulaman\u0131n h\u0131zl\u0131 ve etkili bir yolunu sa\u011flayacakt\u0131r – performans de\u011fi\u015fikli\u011fine y\u00f6nelik i\u00e7g\u00f6r\u00fcler.<\/p>\n

Genellikle finansal ba\u011flant\u0131 analizlerini<\/a> de i\u00e7g\u00f6r\u00fc olarak g\u00f6r\u00fcr\u00fcz, ancak ben yaln\u0131zca finansal performans\u0131 iyile\u015ftirmenin bir yolunu g\u00f6steren analizlerin ger\u00e7ekten i\u00e7g\u00f6r\u00fc olarak say\u0131laca\u011f\u0131n\u0131 iddia edece\u011fim.<\/p>\n

Bunun harika bir \u00f6rne\u011fi, perakendecilerle y\u00fcr\u00fctt\u00fc\u011f\u00fcm\u00fcz stokta kalmama i\u00e7g\u00f6r\u00fcleriydi. Stokta bulunmama oranlar\u0131n\u0131n y\u00fczdesini anlayarak, \u00fcr\u00fcn sat\u0131\u015f\u0131 ba\u015f\u0131na ortalama bir fiyat kullanarak m\u00fc\u015fterilerin sat\u0131n alamad\u0131\u011f\u0131 bu \u00fcr\u00fcnlerin finansal etkisini detayland\u0131ran bir analiz sa\u011flayabiliriz. Departman ve\/veya kategori d\u00fczeyinde bilgileri ve \u00fcr\u00fcn ba\u015f\u0131na fiyat\u0131 ekleyebilirsek, iyile\u015ftirmeler yapmaya ilk olarak nereden ba\u015flayabilece\u011fimizi g\u00f6steren i\u00e7g\u00f6r\u00fclere sahip oluruz. Bana g\u00f6re bu, nadiren tek bir veri kayna\u011f\u0131ndan elde edilen ve i\u015fletmeye eylem sa\u011flayabilen i\u00e7g\u00f6r\u00fclerdir.<\/p>\n

3 t\u00fcr CX i\u00e7g\u00f6r\u00fcs\u00fc<\/h2>\n

Analizlere kar\u015f\u0131 i\u00e7g\u00f6r\u00fclerle ilgili bir\u00e7ok spesifik ayr\u0131nt\u0131 sunabilsem de, her i\u015fletmenin kendi analizlerinden beklemesi gereken i\u00e7g\u00f6r\u00fc kategorilerini \u00f6zetlemek i\u00e7in biraz zaman ay\u0131rmak istedim <\/span>
\n CX Kurumsal Yaz\u0131l\u0131m<\/span>
\n<\/a> sa\u011flay\u0131c\u0131. <\/span> <\/p>\n

Bu \u00fc\u00e7 kategori \u015funlard\u0131r:<\/span><\/p>\n

1. Yolculuk \u0130\u00e7g\u00f6r\u00fcleri<\/h3>\n

Bu bir \u015feyle ilgili de\u011fil <\/span>m\u00fc\u015fteri yolculu\u011fu \u015fablonu<\/span> veya bir bina <\/span>
\n m\u00fc\u015fteri yolculuk haritas\u0131<\/span>
\n<\/a> ve bunun size ne anlatt\u0131\u011f\u0131ndan ziyade, bir \u015firketin t\u00fcm d\u00fcnyada neler yapabilece\u011fiyle ilgilidir. <\/span>
\n m\u00fc\u015fteri yolculu\u011fu<\/span>
\n<\/a> m\u00fc\u015fteri i\u00e7in genel deneyimi daha iyi hale getirmek. Yakla\u015f\u0131m basittir: a\u015fa\u011f\u0131daki <\/span>m\u00fc\u015fteri deneyimi temas noktalar\u0131<\/span><\/a> Genel KPI’n\u0131z\u0131 en \u00e7ok etkileyen ortak bir unsur bulun ve onu iyile\u015ftirin. Deneyim, bu i\u00e7g\u00f6r\u00fclerin merkezinde yer almal\u0131d\u0131r. Art\u0131k online sat\u0131n alma ve ma\u011fazadan teslim alma ara\u00e7lar\u0131n\u0131n etkisini g\u00f6rmek kolay, ancak ba\u015flang\u0131\u00e7ta “ma\u011faza i\u00e7i al\u0131c\u0131lar” bir \u015fey isterken “online al\u0131c\u0131” ba\u015fka bir \u015fey istiyor diyen temas noktas\u0131 sahipleri gruplar\u0131 vard\u0131. Al\u0131c\u0131lar ve yolculuk boyunca bakt\u0131\u011f\u0131m\u0131zda, evde \u00e7evrimi\u00e7i al\u0131\u015fveri\u015f yapman\u0131n kolayl\u0131\u011f\u0131n\u0131 ve rahatl\u0131\u011f\u0131n\u0131 isteyen, ancak yine de ayn\u0131 g\u00fcn bir \u015feye sahip olman\u0131n an\u0131nda tatminini isteyen bir grup al\u0131c\u0131 oldu\u011funu art\u0131k kolayca anlayabiliyoruz – temas noktalar\u0131ndan bilgi getirerek bunu fark ettik.<\/span><\/p>\n

2. Temas Noktas\u0131\/Yol \u0130\u00e7g\u00f6r\u00fcleri<\/h3>\n

Senin bir par\u00e7an <\/span>
\n m\u00fc\u015fteri deneyimi stratejisi<\/span>
\n<\/a> t\u00fcm yolculuk boyunca – t\u00fcm temas noktalar\u0131nda – herkes i\u00e7in deneyimi iyile\u015ftirmeye \u00e7al\u0131\u015fmal\u0131d\u0131r. Bazen bu, nelerin iyile\u015ftirilebilece\u011fini g\u00f6rmek i\u00e7in bir temas noktas\u0131ndaki bireysel yollara bakmak anlam\u0131na gelir. Bu, iyile\u015ftirmeler bulmaya \u00e7al\u0131\u015f\u0131rken tek bir veri kayna\u011f\u0131na geri d\u00f6nd\u00fc\u011f\u00fcm\u00fcz anlam\u0131na geliyor. Ancak, bizim gibi ara\u00e7lar kullan\u0131rsan\u0131z <\/span>
\n QuestionPro NPS+<\/span>
\n<\/a>, hem de hem de hem de <\/span>
\n m\u00fc\u015fteri\u0307 geri\u0307 bi\u0307ldi\u0307ri\u0307mi\u0307 i\u0307\u00e7 d\u00f6ng\u00fc<\/span>
\n<\/a> kullanarak m\u00fc\u015fterilere yan\u0131t vermek ve k\u00f6k neden analizlerinden stratejiler olu\u015fturmak <\/span>
\n D\u0131\u015f D\u00f6ng\u00fc<\/span>
\n<\/a> Aletler. Art\u0131k temel nedenler analiti\u011fi ve temas noktas\u0131 KPI’\u0131 ile, temel iyile\u015ftirme alanlar\u0131n\u0131 belirlemek i\u00e7in \u00f6znitelik performans\u0131yla kar\u015f\u0131la\u015ft\u0131rabilir veya hangi temel nedenlerin hem cayd\u0131r\u0131c\u0131lar\u0131 hem de pasifleri etkiledi\u011fini belirlemek i\u00e7in \u00f6zel kay\u0131p riski analiti\u011fimizi kullanabilirsiniz – bu da i\u015f geli\u015ftirme f\u0131rsatlar\u0131n\u0131 temsil eder. <\/span><\/p>\n

3. D\u00f6n\u00fc\u015f\u00fcmsel \u0130\u00e7g\u00f6r\u00fcler<\/h3>\n

Hepimiz \u00e7ok heceli kelimeleri severiz, \u00f6zellikle de \u015firket y\u00f6neticilerimizle strateji toplant\u0131lar\u0131na gitti\u011fimizde. Ancak, bu \u00f6zel kelimenin – D\u00f6n\u00fc\u015f\u00fcmsel – i\u00e7g\u00f6r\u00fcler hakk\u0131nda konu\u015ftu\u011fumuzda \u00f6zel bir anlam\u0131 vard\u0131r. Bu, operasyonel \u00f6l\u00e7\u00fcmleri, deneyim \u00f6l\u00e7\u00fcmlerini ve finansal \u00f6l\u00e7\u00fcmleri bir araya getirmekle ilgili olacakt\u0131r. <\/span><\/p>\n

Hatta \u015funlar\u0131 da dahil edebilirsiniz <\/span>
\n duyarl\u0131l\u0131k analizi<\/span>
\n<\/a> Bir anketin “k\u0131s\u0131tlamalar\u0131 d\u0131\u015f\u0131nda” s\u00f6ylenen di\u011fer \u015feyleri anlamak veya <\/span>
\n sosyal medya anali\u0307zi\u0307<\/span>
\n<\/a> ve <\/span>
\n marka farkindali\u011fi<\/span>
\n<\/a> Hem mevcut m\u00fc\u015fterilerin deneyimlerini iyile\u015ftirmek hem de tamamen yeni m\u00fc\u015fteri segmentlerini \u00e7ekmenin yollar\u0131n\u0131 bulmak i\u00e7in veriler. <\/span> <\/p>\n

Ge\u00e7mi\u015f m\u00fc\u015fteri deneyimine bakmak<\/h2>\n

\u015eunlar\u0131 da dahil etmemiz gerekti\u011fini g\u00f6z ard\u0131 etmeyelim <\/span>
\n \u00c7al\u0131\u015fan Deneyimi<\/span>
\n<\/a> analitik ve i\u00e7g\u00f6r\u00fcler. \u00c7o\u011fu zaman, bu bir platform i\u00e7inde “yer almaz”, bunun yerine i\u015fletmenin \u00f6n\u00fcm\u00fczdeki be\u015f y\u0131l i\u00e7inde nereye ve nas\u0131l gidece\u011fini bulmak i\u00e7in t\u00fcm i\u00e7g\u00f6r\u00fclerin derinlemesine bir incelemesi olarak g\u00f6r\u00fclmelidir. <\/span><\/p>\n

Bu i\u00e7g\u00f6r\u00fcler g\u00f6sterge tablolar\u0131 veya analitik ara\u00e7lar ba\u011flam\u0131nda g\u00f6r\u00fcnt\u00fclenebilir, ancak her zaman daha fazla veri, daha fazla analitik ve hatta i\u00e7g\u00f6r\u00fcleri birle\u015ftirmenin yollar\u0131n\u0131 d\u00fc\u015f\u00fcnmelisiniz. Bunlara bakt\u0131\u011f\u0131m\u0131zda, her birinin karma\u015f\u0131kl\u0131\u011f\u0131 ve veri ihtiya\u00e7lar\u0131 art\u0131yor, ancak i\u015fi geli\u015ftirmek i\u00e7in neler yap\u0131labilece\u011fine dair tamamen yeni bir bak\u0131\u015f a\u00e7\u0131s\u0131 sa\u011fl\u0131yor. “\u0130statistiksel anlaml\u0131l\u0131k” ve “korelasyon-nedensellik” konular\u0131na tak\u0131l\u0131p kalman\u0131za gerek yok, bunun yerine bu i\u00e7g\u00f6r\u00fcleri operasyonel ve stratejik perspektiflerden inceleyin – en iyi i\u00e7g\u00f6r\u00fc t\u00fcrleri, harekete ge\u00e7ebilece\u011finiz i\u00e7g\u00f6r\u00fcler.<\/span><\/p>\n

 <\/p>\n

QuestionPro, mevcut en geli\u015fmi\u015f m\u00fc\u015fteri deneyimi ara\u00e7lar\u0131n\u0131 sunar.<\/strong> M\u00fc\u015fterilerinizin d\u00fc\u015f\u00fcnceleri ve duygular\u0131 hakk\u0131nda de\u011ferli bilgiler edinin <\/span>QuestionPro CX \u00fccretsiz<\/span>deneme s\u00fcr\u00fcm\u00fc<\/a> Bug\u00fcn.<\/span><\/p>\n

Kitap Demosu<\/strong><\/a><\/span><\/p>\n

 <\/p>\n

\"\"<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

\u0130\u00e7inde m\u00fc\u015fteri\u0307 deneyi\u0307mi\u0307 Sekt\u00f6rde veri, analitik ve i\u00e7g\u00f6r\u00fc terimlerini birbirinin yerine kullanan \u015firketlerle \u00e7ok s\u0131k kar\u015f\u0131la\u015f\u0131yorum. Bu durum, \u00f6zellikle bir […]<\/p>\n","protected":false},"author":46,"featured_media":716137,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_focuskw":"tcxt 9 a\u011fustos","_yoast_wpseo_title":"Data vs Analytics vs Insights %%page%% %%sep%% %%sitename%%","_yoast_wpseo_metadesc":"M\u00fc\u015fteri deneyimi sekt\u00f6r\u00fcnde, \u015firketlerin veri, analitik ve i\u00e7g\u00f6r\u00fc terimlerini birbirinin yerine kulland\u0131\u011f\u0131n\u0131 \u00e7ok s\u0131k g\u00f6r\u00fcyorum. Bazen bu kas\u0131tl\u0131 de\u011fildir, daha ziyade sat\u0131\u015f\u0131 kapatmaya \u00e7al\u0131\u015fan ki\u015finin anlay\u0131\u015f eksikli\u011finden kaynaklan\u0131r. Daha fazlas\u0131n\u0131 okuyun.","_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":[1192,1187],"tags":[],"yoast_head":"\nData vs Analytics vs Insights | QuestionPro<\/title>\n<meta name=\"description\" content=\"M\u00fc\u015fteri deneyimi sekt\u00f6r\u00fcnde, \u015firketlerin veri, analitik ve i\u00e7g\u00f6r\u00fc terimlerini birbirinin yerine kulland\u0131\u011f\u0131n\u0131 \u00e7ok s\u0131k g\u00f6r\u00fcyorum. Bazen bu kas\u0131tl\u0131 de\u011fildir, daha ziyade sat\u0131\u015f\u0131 kapatmaya \u00e7al\u0131\u015fan ki\u015finin anlay\u0131\u015f eksikli\u011finden kaynaklan\u0131r. 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