{"id":792931,"date":"2023-03-03T11:00:00","date_gmt":"2023-03-03T18:00:00","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/12-2023-icin-urun-yonetimi-kpilari-ve-metrikleri\/"},"modified":"2023-05-19T17:48:39","modified_gmt":"2023-05-19T17:48:39","slug":"12-2023-icin-urun-yonetimi-kpilari-ve-metrikleri","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/tr\/12-2023-icin-urun-yonetimi-kpilari-ve-metrikleri\/","title":{"rendered":"12 2023 i\u00e7in \u00dcr\u00fcn Y\u00f6netimi KPI&#8217;lar\u0131 ve Metrikleri"},"content":{"rendered":"\n<p>\u00dcr\u00fcn\u00fcn\u00fcz\u00fcn ne kadar iyi durumda oldu\u011funu \u00f6l\u00e7mek i\u00e7in temel \u00fcr\u00fcn y\u00f6netimi KPI&#8217;lar\u0131na m\u0131 ihtiyac\u0131n\u0131z var?<\/p>\n\n<ul>\n<li>Bir \u00fcr\u00fcn y\u00f6neticisi olarak, \u00fcr\u00fcn\u00fcn\u00fcz hakk\u0131nda, herhangi bir sorunu olup olmad\u0131\u011f\u0131, ekibinizin \u00fcr\u00fcn \u00fczerinde nas\u0131l \u00e7al\u0131\u015ft\u0131\u011f\u0131 ve \u00e7ok daha fazlas\u0131 gibi bir\u00e7ok \u015feyi bilmeniz gerekir.<\/li>\n<\/ul>\n\n<p>Rakamlar\u0131n ne anlama geldi\u011fini belirlemek i\u00e7in \u00fcr\u00fcn\u00fcn ne kadar iyi \u00e7al\u0131\u015ft\u0131\u011f\u0131n\u0131 \u00f6l\u00e7en metrikleri kullanabilirsiniz. Ancak \u00fcr\u00fcn\u00fcn\u00fcz\u00fc daha iyi ve daha \u00e7ekici hale getirmek i\u00e7in bakman\u0131z gereken pek \u00e7ok bilgi var.<\/p>\n\n<p>Bu nedenle, \u00fcr\u00fcn stratejinizin i\u015fe yaramas\u0131n\u0131 istiyorsan\u0131z do\u011fru \u00dcr\u00fcn Y\u00f6netimi KPI&#8217;lar\u0131n\u0131 bulmak \u00f6nemlidir.<\/p>\n\n<p><a href=\"https:\/\/www.questionpro.com\/blog\/key-performance-indicators\/\">Temel performans g\u00f6stergelerinin<\/a> (KPI&#8217;lar) \u00f6l\u00e7\u00fclmesi, i\u015f hedeflerinize ula\u015fmak i\u00e7in do\u011fru yolda olup olmad\u0131\u011f\u0131n\u0131z\u0131 belirlemenize ve \u00fcr\u00fcn stratejinizin i\u015fe yaray\u0131p yaramad\u0131\u011f\u0131n\u0131 g\u00f6rmenize yard\u0131mc\u0131 olacakt\u0131r.<\/p>\n\n<h2 class=\"wp-block-heading\">\u0130\u00e7erik Dizini<\/h2>\n\n<ol>\n<li>\u00dcr\u00fcn y\u00f6netimi KPI&#8217;lar\u0131 nelerdir?<\/li>\n\n\n\n<li>\u00dcr\u00fcn y\u00f6netimi KPI&#8217;lar\u0131 neden \u00f6nemlidir?<\/li>\n\n\n\n<li>12 \u00fcr\u00fcn y\u00f6netimi KPI&#8217;\u0131 ve metri\u011fi<\/li>\n\n\n\n<li>QuestionPro kullanarak \u00dcr\u00fcn y\u00f6netimi KPI&#8217;lar\u0131n\u0131 \u00f6l\u00e7\u00fcn<\/li>\n\n\n\n<li>Sonu\u00e7<\/li>\n<\/ol>\n\n<h2 class=\"wp-block-heading\">\u00dcr\u00fcn y\u00f6netimi KPI&#8217;lar\u0131 nelerdir?<\/h2>\n\n<p>\u00dcr\u00fcn y\u00f6netimi ekipleri, i\u015f hedeflerinin ne kadar iyi kar\u015f\u0131land\u0131\u011f\u0131n\u0131 belirlemek i\u00e7in \u00dcr\u00fcn Y\u00f6netimi KPI&#8217;lar\u0131n\u0131 (Temel Performans G\u00f6stergeleri), pazarlamac\u0131lar\u0131, kurucular\u0131 vb. kullan\u0131r.<\/p>\n\n<p>KPI&#8217;lar performans\u0131 izlemek i\u00e7in nicel \u00f6l\u00e7\u00fctler kullan\u0131r ve i\u015fletmenizin hedeflerine ve \u00fcr\u00fcn vizyonuna ula\u015f\u0131p ula\u015fmad\u0131\u011f\u0131n\u0131 de\u011ferlendirmenize yard\u0131mc\u0131 olur. Neyin \u00e7al\u0131\u015f\u0131p neyin \u00e7al\u0131\u015fmad\u0131\u011f\u0131na dair bir g\u00f6sterge g\u00f6revi g\u00f6r\u00fcrler.<\/p>\n\n<p>\u00dcr\u00fcn y\u00f6netimi KPI&#8217;lar\u0131, karar verme s\u00fcrecinde veriye dayal\u0131 bir dayanak noktas\u0131 olarak kullan\u0131l\u0131r. Ba\u015far\u0131l\u0131 planlar olu\u015fturmak i\u00e7in gereken verileri sa\u011flarlar.<\/p>\n\n<p>KPI&#8217;lar a\u015fa\u011f\u0131daki gibi konular\u0131n ele al\u0131nmas\u0131na yard\u0131mc\u0131 olur:<\/p>\n\n<ul>\n<li><em>B\u00fct\u00e7enizdeki harcamalar nas\u0131l \u00f6nceliklendirilmelidir?<\/em><\/li>\n\n\n\n<li><em>Yeni bir stratejinin etkili olup olmad\u0131\u011f\u0131n\u0131 nas\u0131l anlayabilirsiniz?<\/em><\/li>\n\n\n\n<li><em>\u00dcr\u00fcn\u00fcn\u00fcz toplamda ne kadar gelir elde ediyor?<\/em><\/li>\n<\/ul>\n\n<p>KPI&#8217;lar \u00fcr\u00fcn ekibiniz taraf\u0131ndan \u00e7e\u015fitli \u015fekillerde kullan\u0131labilir. Bunlar yaln\u0131zca \u00fcr\u00fcnlerinizin ve m\u00fc\u015fterilerinizin ba\u015far\u0131s\u0131n\u0131 \u00f6l\u00e7mek i\u00e7in bir ara\u00e7 sa\u011flamakla kalmaz, ayn\u0131 zamanda karar verme s\u00fcrecinize de yard\u0131mc\u0131 olabilir.<\/p>\n\n<p>Se\u00e7ti\u011finiz metrikler, daha fazla potansiyel <a href=\"https:\/\/www.questionpro.com\/feedback-software\/customer-feedback-software.html\">m\u00fc\u015fteri<\/a> olu\u015fturmak, web sitesi performans\u0131n\u0131 iyile\u015ftirmek, yeni \u00f6zellikler i\u00e7in <a href=\"https:\/\/www.questionpro.com\/feedback-software\/customer-feedback-software.html\">m\u00fc\u015fteri geri bildirimi<\/a> toplamak gibi i\u015f hedeflerinize dayanmal\u0131d\u0131r.<\/p>\n\n<h2 class=\"wp-block-heading\">\u00dcr\u00fcn y\u00f6netimi KPI&#8217;lar\u0131 neden \u00f6nemlidir?<\/h2>\n\n<p>\u00dcr\u00fcn y\u00f6netimi KPI&#8217;lar\u0131 bir\u00e7ok nedenden dolay\u0131 \u00f6nemlidir:<\/p>\n\n<ul>\n<li>Bir \u00fcr\u00fcn\u00fcn ne kadar iyi gitti\u011fini \u00f6l\u00e7mek ve izlemek i\u00e7in bir yol sunarlar, bu da \u00fcr\u00fcn y\u00f6neticilerinin neyin iyi \u00e7al\u0131\u015ft\u0131\u011f\u0131n\u0131 ve neyin de\u011fi\u015ftirilmesi gerekti\u011fini anlamalar\u0131na yard\u0131mc\u0131 olur. Bu, verilere dayanarak \u00fcr\u00fcn\u00fc nas\u0131l geli\u015ftireceklerine karar vermelerini sa\u011flar.<\/li>\n<\/ul>\n\n<ul>\n<li>\u00dcr\u00fcn i\u00e7in net, \u00f6l\u00e7\u00fclebilir hedefler belirleyerek, bir kurulu\u015ftaki farkl\u0131 ekiplerin ve ki\u015filerin \u00e7al\u0131\u015fmalar\u0131n\u0131 hizalamaya yard\u0131mc\u0131 olurlar.<\/li>\n\n\n\n<li>M\u00fc\u015fteri memnuniyeti, gelir ve pazar pay\u0131 gibi temel \u00f6l\u00e7\u00fctleri izleyerek \u00fcr\u00fcn\u00fcn m\u00fc\u015fteri ihtiya\u00e7lar\u0131n\u0131 ve i\u015f hedeflerini kar\u015f\u0131lamas\u0131n\u0131 sa\u011flamaya yard\u0131mc\u0131 olabilirler.<\/li>\n\n\n\n<li>\u00dcr\u00fcn\u00fcn nas\u0131l \u00e7al\u0131\u015ft\u0131\u011f\u0131 hakk\u0131nda, gelecekteki \u00fcr\u00fcn geli\u015ftirme ve i\u015f kararlar\u0131na rehberlik etmek i\u00e7in kullan\u0131labilecek yararl\u0131 bilgiler verebilirler.<\/li>\n<\/ul>\n\n<p>\u00dcr\u00fcn y\u00f6netimi KPI&#8217;lar\u0131 bir \u00fcr\u00fcn\u00fcn ba\u015far\u0131l\u0131 olmas\u0131n\u0131 sa\u011flar \u00e7\u00fcnk\u00fc performans\u0131 \u00f6l\u00e7menize ve izlemenize, \u00e7abalar\u0131n\u0131z\u0131 uyumlu hale getirmenize ve veriye dayal\u0131 kararlar alman\u0131za olanak tan\u0131r.<\/p>\n\n<h2 class=\"wp-block-heading\">12 \u00fcr\u00fcn y\u00f6netimi KPI&#8217;\u0131 ve metri\u011fi<\/h2>\n\n<p>\u0130\u015fte bir \u00fcr\u00fcn\u00fcn performans\u0131n\u0131 \u00f6l\u00e7mek ve izlemek i\u00e7in 12 temel \u00fcr\u00fcn y\u00f6netimi KPI&#8217;s\u0131 ve g\u00f6stergesi:<\/p>\n\n<ol>\n<h3><\/h3><li>Net Tavsiye Skoru (NPS)<\/li>\n<\/ol>\n\n<p>NPS, \u00fcr\u00fcn\u00fcn m\u00fc\u015fteri memnuniyeti puan\u0131n\u0131 hesaplar.<\/p>\n\n<p>M\u00fc\u015fterilerinizin a\u015fa\u011f\u0131daki soruya verdi\u011fi yan\u0131t\u0131 d\u00fc\u015f\u00fcn\u00fcn:<\/p>\n\n<ul>\n<li><em>Bir arkada\u015f\u0131n\u0131za veya akran\u0131n\u0131za bu \u00fcr\u00fcn\u00fc veya hizmeti kullanmas\u0131n\u0131 tavsiye eder misiniz?<\/em><\/li>\n<\/ul>\n\n<p>Mevcut m\u00fc\u015fteriler, \u00fcr\u00fcn hakk\u0131nda a\u011f\u0131zdan a\u011f\u0131za olumlu s\u00f6zler veya olumlu yorumlar yayabildikleri i\u00e7in destekleyici olarak bilinirler. Bu faydal\u0131 deneyimlerden yararlanmak i\u00e7in vaka \u00e7al\u0131\u015fmalar\u0131 ve m\u00fclakatlar kullan\u0131n.<\/p>\n\n<p><em>NPS = Destekleyenlerin %&#8217;si &#8211; Desteklemeyenlerin %&#8217;si<\/em><\/p>\n\n<p>Yeni tan\u0131t\u0131lan bir \u00fcr\u00fcn veya hizmetin ilgi g\u00f6rmesinin ne kadar s\u00fcrd\u00fc\u011f\u00fcn\u00fc g\u00f6z \u00f6n\u00fcnde bulundurun. NPS ayr\u0131ca yeni \u00f6zelli\u011fin kullan\u0131c\u0131 taraf\u0131ndan benimsenme oran\u0131n\u0131 ve kullan\u0131m s\u0131kl\u0131\u011f\u0131n\u0131 da dikkate al\u0131r.<\/p>\n\n<ol start=\"2\">\n<h3><\/h3><li>M\u00fc\u015fteri Memnuniyet Puan\u0131 (CSAT)<\/li>\n<\/ol>\n\n<p>CSAT, bir m\u00fc\u015fterinin belirli bir \u00fcr\u00fcn veya hizmetten ne kadar memnun oldu\u011funu \u00f6l\u00e7en bir metriktir. Bu t\u00fcr <a href=\"https:\/\/www.questionpro.com\/blog\/surveys\/\">anketlerde<\/a> m\u00fc\u015fterilerden belirli bir \u00fcr\u00fcn veya hizmetten ne kadar memnun olduklar\u0131n\u0131 Likert \u00f6l\u00e7e\u011fine g\u00f6re derecelendirmeleri istenir.  <\/p>\n\n<p><em>\u00d6l\u00e7ekte 1&#8217;den 3&#8217;e, 1&#8217;den 5&#8217;e veya 1&#8217;den 10&#8217;a kadar say\u0131lar olabilir.<\/em><\/p>\n\n<p>Bu metrik, puanlar\u0131n toplanmas\u0131 ve cevap veren ki\u015fi say\u0131s\u0131na b\u00f6l\u00fcnmesi ile \u00f6l\u00e7\u00fcl\u00fcr. NPS genel memnuniyeti \u00f6l\u00e7erken, CSAT bir ki\u015finin sadece bir hizmet veya \u00f6zellikten ne kadar memnun oldu\u011funu \u00f6l\u00e7er.<\/p>\n\n<p>CSAT&#8217;i d\u00fczenli olarak kullan\u0131n, b\u00f6ylece m\u00fc\u015fterilerden belirli bir \u00f6zelli\u011fi kullanmay\u0131 nas\u0131l sevdiklerini her zaman \u00f6\u011frenebilirsiniz. Geri bildirimlerine dayanarak \u015fikayetlerini giderdi\u011finizden emin olun ve onlara \u00fcr\u00fcn\u00fc yenilemek i\u00e7in yeterli neden verin.<\/p>\n\n<ol start=\"3\">\n<h3><\/h3><li>M\u00fc\u015fteri \u00c7aba Puan\u0131 (CES)<\/li>\n<\/ol>\n\n<p>Bu puan m\u00fc\u015fterilerin kullan\u0131m kolayl\u0131\u011f\u0131n\u0131 \u00f6l\u00e7er.<\/p>\n\n<p>M\u00fc\u015fterilerden &#8220;Sorununuzu \u00e7\u00f6zmek ne kadar kolayd\u0131?&#8221; veya &#8220;\u00dcr\u00fcn\u00fcn\u00fcz\u00fc kullanmak ne kadar \u00e7aba gerektirdi?&#8221; gibi sorular\u0131 yan\u0131tlamalar\u0131 istenerek hesaplan\u0131r.<\/p>\n\n<p>CES = M\u00fc\u015fteri \u00e7abas\u0131 anket puanlar\u0131n\u0131n toplam\u0131\/Anket yan\u0131tlar\u0131n\u0131n say\u0131s\u0131.<\/p>\n\n<p>M\u00fc\u015fteri deneyimiyle ilgili \u00fcr\u00fcn kararlar\u0131 almak i\u00e7in CES size \u00fcr\u00fcn\u00fcn\u00fcz\u00fcn kullan\u0131c\u0131 dostu olup olmad\u0131\u011f\u0131n\u0131 s\u00f6yler. CES ve CSAT de\u011ferleriniz y\u00fcksekse, \u00fcr\u00fcn deneyimini m\u00fc\u015fteriler i\u00e7in uygun hale getiriyorsunuz demektir. D\u00fc\u015f\u00fck CES puan\u0131 ve CSAT, iyile\u015ftirme f\u0131rsatlar\u0131na i\u015faret etmektedir.<\/p>\n\n<ol start=\"4\">\n<h3><\/h3><li>Ayl\u0131k Yinelenen Gelir (MRR)<\/li>\n<\/ol>\n\n<p>Bu, bir \u00fcr\u00fcn\u00fcn bir ayda ne kadar para kazand\u0131rd\u0131\u011f\u0131n\u0131 g\u00f6sterir.<\/p>\n\n<p>Bunu anlamak i\u00e7in ay ba\u015f\u0131ndaki MRR&#8217;nize bakman\u0131z, yeni m\u00fc\u015fterilerden kazand\u0131\u011f\u0131n\u0131z paray\u0131 eklemeniz ve kaybedilen m\u00fc\u015fteri say\u0131s\u0131n\u0131 \u00e7\u0131karman\u0131z gerekir.<\/p>\n\n<p>Bir m\u00fc\u015fterinin s\u00fcrekli m\u00fc\u015fteri olduktan sonra ba\u015fka bir \u015fey sat\u0131n almad\u0131\u011f\u0131 SaaS gibi abonelik tabanl\u0131 i\u015fletmeler i\u00e7in MRR&#8217;yi hesaplamak kolayd\u0131r.<\/p>\n\n<ol start=\"5\">\n<h3><\/h3><li>M\u00fc\u015fteri D\u00f6n\u00fc\u015f\u00fcm Oran\u0131<\/li>\n<\/ol>\n\n<p>Bu, potansiyel m\u00fc\u015fterilerden m\u00fc\u015fterilere d\u00f6n\u00fc\u015f\u00fcm oran\u0131n\u0131z\u0131 \u00f6l\u00e7er. M\u00fc\u015fteri d\u00f6n\u00fc\u015f\u00fcm oran\u0131n\u0131z\u0131 kademeli olarak art\u0131rarak gelirinizi \u00f6nemli \u00f6l\u00e7\u00fcde y\u00fckseltebilirsiniz.<\/p>\n\n<p>Belirli bir ay i\u00e7inde edindi\u011finiz m\u00fc\u015fteri say\u0131s\u0131n\u0131 ayn\u0131 ay i\u00e7inde eklenen potansiyel m\u00fc\u015fteri say\u0131s\u0131na b\u00f6lerek hesaplanabilir.<\/p>\n\n<p>Bu giri\u015fim de dahil olmak \u00fczere t\u00fcm pazarlama giri\u015fimleri d\u00f6n\u00fc\u015f\u00fcm oranlar\u0131na ba\u011fl\u0131d\u0131r ve y\u00fcksek bir d\u00f6n\u00fc\u015f\u00fcm oran\u0131na sahip olmak \u00f6nemlidir.<\/p>\n\n<ol start=\"6\">\n<h3><\/h3><li>Kullan\u0131c\u0131 Ba\u015f\u0131na Ortalama Gelir (ARPU)<\/li>\n<\/ol>\n\n<p>ARPU&#8217;nuzu bilmek, yeni \u00fcr\u00fcnleri fiyatland\u0131rman\u0131za ve mevcut \u00fcr\u00fcn fiyatlar\u0131n\u0131 y\u00fckseltmenize yard\u0131mc\u0131 olur. Her kullan\u0131c\u0131n\u0131n ayl\u0131k veya y\u0131ll\u0131k geliri ARPU ile hesaplanabilir.<\/p>\n\n<p>ARPU, yeni ve mevcut kullan\u0131c\u0131lar i\u00e7in de\u011ferlendirilebilir. Yeni kullan\u0131c\u0131lar\u0131n ARPU&#8217;su abonelik plan\u0131 veya \u00fcr\u00fcn fiyat\u0131 ayarland\u0131ktan sonraki hesaplara dayan\u0131rken, mevcut kullan\u0131c\u0131lar\u0131nki fiyat ayarlamas\u0131ndan \u00f6nceki rakamlara dayanmaktad\u0131r.<\/p>\n\n<p><em>ARPU= Ayl\u0131k yinelenen gelir\/ Toplam hesap say\u0131s\u0131.<\/em><\/p>\n\n<p>Kendinizi rakiplerinizle kar\u015f\u0131la\u015ft\u0131rmak, edinim kanallar\u0131n\u0131 de\u011ferlendirmek veya m\u00fc\u015fterilerinizi segmentlere ay\u0131rarak fiyatlar\u0131 y\u00fckseltmek istiyorsan\u0131z ARPU&#8217;yu bir performans \u00f6l\u00e7\u00fct\u00fc olarak kullan\u0131n.<\/p>\n\n<p>MRR ve ARPU, \u00f6zellikle SaaS \u015firketleri i\u00e7in bir \u015firketin sa\u011fl\u0131\u011f\u0131n\u0131n iyi g\u00f6stergeleridir.<\/p>\n\n<ol start=\"7\">\n<h3><\/h3><li>M\u00fc\u015fteri Edinme Maliyeti<\/li>\n<\/ol>\n\n<p>Ak\u0131ll\u0131ca \u00f6l\u00e7eklendirme her kurulu\u015f i\u00e7in \u00e7ok \u00f6nemlidir. Her \u015firket m\u00fc\u015fteri kazanmak i\u00e7in \u00e7ok para \u00f6der. \u00dcr\u00fcn\u00fcn\u00fcz\u00fcn maliyeti 1 dolarsa, m\u00fc\u015fteri ba\u015f\u0131na 10 dolar\u0131 kar\u015f\u0131layamazs\u0131n\u0131z. Bu finansal bir intihar.<\/p>\n\n<p>Edinme Maliyeti, \u015firketiniz i\u00e7in bir m\u00fc\u015fteri kazanman\u0131n \u00f6ng\u00f6r\u00fclen maliyetidir. Bir i\u015fi uzun vadeli y\u00fcr\u00fctmek istiyorsan\u0131z, CAC&#8217;yi \u00f6l\u00e7melisiniz.<\/p>\n\n<p>CAC, pazarlama, sat\u0131\u015f, genel giderler, reklam, yaz\u0131l\u0131m vb. unsurlardan olu\u015fmaktad\u0131r. Her bir m\u00fc\u015fterinin toplam yat\u0131r\u0131m\u0131n\u0131 hesaplayarak gelecekteki m\u00fc\u015fteri edinme maliyetlerini tahmin edebilirsiniz.<\/p>\n\n<p><em>CAC = Harcanan toplam para \/ \u00dcretilen toplam m\u00fc\u015fteri.<\/em><\/p>\n\n<ol start=\"8\">\n<h3><\/h3><li>M\u00fc\u015fteri Ya\u015fam Boyu De\u011feri<\/li>\n<\/ol>\n\n<p>M\u00fc\u015fteri Ya\u015fam Boyu De\u011feri, bir m\u00fc\u015fterinin ya\u015fam boyu kazanc\u0131n\u0131 tahmin etmenizi sa\u011flar. Bir m\u00fc\u015fterinin sizinle para harcamay\u0131 b\u0131rakmadan \u00f6nce ondan ne kadar k\u00e2r bekleyebilece\u011finizi g\u00f6sterir.<\/p>\n\n<p>Ne anlam\u0131 var ki? \u00c7\u00fcnk\u00fc t\u00fcketici edinme maliyetlerini belirlemenize yard\u0131mc\u0131 olur. 5000 $ CLV&#8217;ye sahip bir m\u00fc\u015fteriyi elde etmek 50 $ de\u011ferindedir. Bu rakamlar, pazarlama ve \u00fcr\u00fcn fiyatland\u0131rmas\u0131 i\u00e7in ak\u0131ll\u0131ca i\u015f kararlar\u0131 alman\u0131za yard\u0131mc\u0131 olur.<\/p>\n\n<p><em>CLV= Ortalama M\u00fc\u015fteri \u00d6mr\u00fc * Kullan\u0131c\u0131 Ba\u015f\u0131na Ortalama Gelir<\/em><\/p>\n\n<p>M\u00fc\u015fteri edinme ve elde tutma kanallar\u0131n\u0131 se\u00e7mek i\u00e7in bu \u00f6l\u00e7\u00fct\u00fc kullan\u0131n. Ayr\u0131ca, \u00fcr\u00fcn fiyatland\u0131rman\u0131z\u0131n yanl\u0131\u015f olup olmad\u0131\u011f\u0131n\u0131 veya m\u00fc\u015fterilerin daha fazla harcama yapmas\u0131n\u0131 sa\u011flamak i\u00e7in farkl\u0131 bir \u015fekilde satman\u0131z gerekip gerekmedi\u011fini belirlemenize yard\u0131mc\u0131 olacakt\u0131r.<\/p>\n\n<ol start=\"9\">\n<h3><\/h3><li>Aktif kullan\u0131c\u0131 say\u0131s\u0131<\/li>\n<\/ol>\n\n<p>G\u00fc\u00e7l\u00fc pazarlamadan sonra yeni m\u00fc\u015fterileri elde tutuyor musunuz? Sitenizin etkile\u015fimi, \u00fcr\u00fcn\u00fcn\u00fcz\u00fcn beklentileri kar\u015f\u0131lad\u0131\u011f\u0131n\u0131 g\u00f6sterir.<\/p>\n\n<p>Kat\u0131l\u0131m daha iyi olabilirse, kullan\u0131c\u0131lara nedenini sorun. Nereleri geli\u015ftirebilece\u011finizi ve \u00fcr\u00fcn\u00fcn\u00fczden nas\u0131l daha fazla yararlanabileceklerini \u00f6\u011frenmek i\u00e7in m\u00fc\u015fterilere anketler g\u00f6nderin.<\/p>\n\n<p><strong>QuestionPro<\/strong> gibi \u00e7evrimi\u00e7i anket \u00e7\u00f6z\u00fcmleri, NPS, CSAT ve CES puanlar\u0131 i\u00e7in m\u00fc\u015fterilere anket yapmay\u0131 kolayla\u015ft\u0131r\u0131r.<\/p>\n\n<ol start=\"10\">\n<h3><\/h3><li>Elde Tutma Oran\u0131<\/li>\n<\/ol>\n\n<p>Belirli bir s\u00fcre sonra sizinle kalan m\u00fc\u015fterilerin y\u00fczdesi. Bu \u00fcr\u00fcn y\u00f6netimi KPI&#8217;lar\u0131 m\u00fc\u015fteriyi elde tutmay\u0131 \u00f6l\u00e7er. M\u00fc\u015fteri devri azal\u0131yorsa, d\u00fczenli m\u00fc\u015fteri tutma taktikleri yap\u0131l\u0131p yap\u0131lmad\u0131\u011f\u0131n\u0131 kontrol edin.<\/p>\n\n<p>\u0130\u015fletmeler genellikle bir elde tutma stratejisi olmadan yeni m\u00fc\u015fteriler u\u011fruna mevcut m\u00fc\u015fterilerini ihmal ederler.<\/p>\n\n<p><em>Elde Tutma Oran\u0131= (Bir zaman diliminin sonundaki m\u00fc\u015fteriler)- (Yeni m\u00fc\u015fteriler\/Ba\u015flang\u0131\u00e7taki m\u00fc\u015fteriler)*100<\/em><\/p>\n\n<p>Yeni t\u00fcketicileri elde tutman\u0131n onlar\u0131 elde tutmaktan daha kolay oldu\u011funu unutmay\u0131n. Daha ya\u015fl\u0131 m\u00fc\u015fteriler daha fazla harcama yap\u0131yor. Eski m\u00fc\u015fterilere neden ayr\u0131ld\u0131klar\u0131n\u0131 sormak, elde tutma oran\u0131n\u0131 d\u00fc\u015f\u00fcrmenin bir ba\u015fka yoludur.<\/p>\n\n<ol start=\"11\">\n<h3><\/h3><li>Churn Oran\u0131<\/li>\n<\/ol>\n\n<p>Kaybetme ve elde tutma birbirinin z\u0131tt\u0131d\u0131r. M\u00fc\u015fteri kayb\u0131 oran\u0131 ka\u00e7 m\u00fc\u015fteri kaybetti\u011finizi \u00f6l\u00e7erken, elde tutma oran\u0131 ka\u00e7 m\u00fc\u015fterinin kald\u0131\u011f\u0131n\u0131 g\u00f6sterir.<\/p>\n\n<p>Ger\u00e7ekte, iki farkl\u0131 t\u00fcrde kay\u0131p oran\u0131 vard\u0131r:  <\/p>\n\n<ol>\n<li>Gelir kayb\u0131 ve  <\/li>\n\n\n\n<li>M\u00fc\u015fteri kayb\u0131.<\/li>\n<\/ol>\n\n<p>M\u00fc\u015fteri kayb\u0131, ayr\u0131lan abonelerin veya m\u00fc\u015fterilerin say\u0131s\u0131d\u0131r. M\u00fc\u015fteri kayb\u0131 i\u015fletmenin gelirine mal olur.<\/p>\n\n<p><em>M\u00fc\u015fteri Kayb\u0131 Oran\u0131 = Kay\u0131p m\u00fc\u015fteriler\/Toplam m\u00fc\u015fteriler.<\/em><\/p>\n\n<p>M\u00fc\u015fteri kayb\u0131ndan ziyade gelir kayb\u0131na odaklanman\u0131z\u0131 \u00f6neririz. Ancak, ikincisi m\u00fc\u015fteri mutlulu\u011funu ortaya \u00e7\u0131karabilir.<\/p>\n\n<ol start=\"12\">\n<h3><\/h3><li>Organik ve \u00dccretli Trafik<\/li>\n<\/ol>\n\n<p>Trafi\u011finizin nereden geldi\u011fini g\u00f6rmek de size yeni fikirler verebilir. \u00dccretli trafi\u011fi \u00f6l\u00e7t\u00fc\u011f\u00fcn\u00fczde, hangi kanallar\u0131n size en fazla ilgiyi sa\u011flad\u0131\u011f\u0131n\u0131 belirleyebilirsiniz.<\/p>\n\n<p>Organik trafik elde etmek i\u00e7in birden fazla kanalda i\u00e7erik yay\u0131nlarsan\u0131z, hangisinin en iyi sonucu verip hangisinin vermedi\u011fini de anlayabilirsiniz. Bu metri\u011fe bakmak pazarlama ekibiniz i\u00e7in \u00e7ok e\u011flenceli olacakt\u0131r.<\/p>\n\n<h2 class=\"wp-block-heading\">QuestionPro kullanarak \u00dcr\u00fcn y\u00f6netimi KPI&#8217;lar\u0131n\u0131 \u00f6l\u00e7\u00fcn<\/h2>\n\n<p>QuestionPro, \u00fcr\u00fcn y\u00f6neticilerinin farkl\u0131 \u00fcr\u00fcn y\u00f6netimi KPI&#8217;lar\u0131n\u0131 izlemesine ve \u00f6l\u00e7mesine yard\u0131mc\u0131 olabilir. \u0130\u015fte platformun \u00fcr\u00fcn y\u00f6netimine yard\u0131mc\u0131 olabilece\u011fi baz\u0131 yollar:<\/p>\n\n<ul>\n<li><strong>M\u00fc\u015fteri memnuniyeti anketleri:<\/strong> Farkl\u0131 kaynaklardan elde edilen veriler, \u015firketler i\u00e7in CX ve sat\u0131\u015flar\u0131 iyile\u015ftirir. M\u00fc\u015fteri Memnuniyet Puan\u0131 (CSAT), Net Tavsiye Skoru (NPS) ve M\u00fc\u015fteri \u00c7aba Puan\u0131 (CES), karar vericilere anket verilerine dayal\u0131 olarak anla\u015f\u0131lmas\u0131 kolay bir puan verir.<\/li>\n\n\n\n<li><strong>Veri analizi:<\/strong> Platform, anket sonu\u00e7lar\u0131na bakmak ve bunlardan bir \u015feyler \u00f6\u011frenmek i\u00e7in kullan\u0131labilecek bir\u00e7ok veri analiz arac\u0131na sahiptir. \u00dcr\u00fcn y\u00f6neticileri bu bilgileri m\u00fc\u015fterilerinin istek ve ihtiya\u00e7lar\u0131n\u0131 ve nereleri geli\u015ftirebileceklerini belirlemek i\u00e7in kullanabilir.<\/li>\n\n\n\n<li><strong>Raporlar:<\/strong> QuestionPro, \u00fcr\u00fcn y\u00f6neticilerinin m\u00fc\u015fteri memnuniyeti, gelir ve pazar pay\u0131 gibi temel metriklerle ilgili verileri i\u00e7eren \u00f6zel raporlar haz\u0131rlamas\u0131na olanak tan\u0131r. Bu veriler performans\u0131 \u00f6l\u00e7mek, neyin i\u015fe yarad\u0131\u011f\u0131n\u0131 ve neyin \u00fczerinde \u00e7al\u0131\u015f\u0131lmas\u0131 gerekti\u011fini anlamak ve verilere dayanarak \u00fcr\u00fcn\u00fc iyile\u015ftirmek i\u00e7in kararlar almak i\u00e7in kullan\u0131labilir.<\/li>\n\n\n\n<li><strong>G\u00f6sterge Tablolar\u0131:<\/strong> Platform ayr\u0131ca \u00fcr\u00fcn y\u00f6neticilerinin temel \u00f6l\u00e7\u00fcmleri ger\u00e7ek zamanl\u0131 olarak g\u00f6rmesini ve izlemesini sa\u011flayan bir g\u00f6sterge tablosu \u00f6zelli\u011fine sahiptir. Bu, y\u00f6neticilerin e\u011filimleri tespit etmesini ve bir \u00fcr\u00fcn\u00fcn ne kadar iyi gitti\u011fine dair de\u011fi\u015fikliklere yan\u0131t vermesini kolayla\u015ft\u0131r\u0131r.<\/li>\n\n\n\n<li><strong>Geli\u015fmi\u015f Analiz ve \u0130\u00e7g\u00f6r\u00fcler:<\/strong> QuestionPro, \u00fcr\u00fcn stratejisini geli\u015ftirmek i\u00e7in kullan\u0131labilecek kal\u0131plar\u0131, e\u011filimleri ve m\u00fc\u015fteri duyarl\u0131l\u0131\u011f\u0131n\u0131 bulmaya yard\u0131mc\u0131 olabilecek duyarl\u0131l\u0131k analizi, otomatik i\u00e7g\u00f6r\u00fcler ve daha fazlas\u0131 gibi geli\u015fmi\u015f analizler ve i\u00e7g\u00f6r\u00fcler sunar.<\/li>\n\n\n\n<li><strong>Entegrasyon:<\/strong> Platform, CRM, pazarlama otomasyonu ve daha fazlas\u0131 gibi di\u011fer i\u015f ara\u00e7lar\u0131na ba\u011flanabilir. Bu, kullan\u0131c\u0131lara m\u00fc\u015fterinin tam bir g\u00f6r\u00fcn\u00fcm\u00fcn\u00fc verir. Bu, yeni m\u00fc\u015fterileri takip etmeye ve eskilerini tutmaya yard\u0131mc\u0131 olman\u0131n yan\u0131 s\u0131ra LTV ve Edinme Maliyetlerini hesaplamaya da yard\u0131mc\u0131 olabilir.<\/li>\n<\/ul>\n\n<p>Genel olarak QuestionPro, \u00fcr\u00fcn y\u00f6neticilerinin \u00fcr\u00fcnlerinin temel performans g\u00f6stergelerini takip edip \u00f6l\u00e7meleri ve \u00fcr\u00fcn\u00fc iyile\u015ftirme konusunda veriye dayal\u0131 kararlar almalar\u0131 i\u00e7in faydal\u0131 bir ara\u00e7 olabilir.<\/p>\n\n<h2 class=\"wp-block-heading\">Sonu\u00e7<\/h2>\n\n<p>\u00dcr\u00fcn y\u00f6netimi KPI&#8217;lar\u0131 i\u015f performans\u0131n\u0131, \u00fcr\u00fcn kalitesini, m\u00fc\u015fteri mutlulu\u011funu, kullan\u0131m\u0131 ve daha fazlas\u0131n\u0131 izlemenizi sa\u011flar. Verimli bir i\u015f burada ba\u015flar. Yeni ba\u015fl\u0131yorsan\u0131z, hedeflerinizin en kritik KPI&#8217;lar\u0131n\u0131 planlay\u0131n ve bunlar\u0131 yak\u0131ndan izleyin. Her \u00f6l\u00e7\u00fcm, metrikleri iyile\u015ftirmelidir.<\/p>\n\n<p>\u00dcr\u00fcn konsantrasyonu ba\u015far\u0131y\u0131 art\u0131r\u0131r. \u00c7o\u011fu \u00fcr\u00fcn y\u00f6neticisi, \u00fcr\u00fcn \u00f6zelliklerine odaklan\u0131r ve e\u015fit veya daha fazla dikkat gerektiren di\u011fer bir\u00e7ok g\u00f6stergeyi g\u00f6z ard\u0131 eder. \u00d6zelliklerin yan\u0131 s\u0131ra, al\u0131c\u0131lar\u0131n harika bir \u00fcr\u00fcn yapmak i\u00e7in ne istediklerini bilmeniz gerekir. Beta s\u00fcr\u00fcm\u00fcnde, m\u00fc\u015fterilerin ba\u015fka bir \u015fey istedi\u011fini ke\u015ffetmek yanl\u0131\u015ft\u0131r.<\/p>\n\n<p>\u00dcr\u00fcn\u00fcn faydalar\u0131n\u0131n yan\u0131 s\u0131ra m\u00fc\u015fteri memnuniyetiyle de ilgili oldu\u011funu unutmay\u0131n. M\u00fc\u015fteri, \u00fcr\u00fcn y\u00f6netiminin en temel KPI&#8217;s\u0131d\u0131r.<\/p>\n\n<p>QuestionPro, \u00fcr\u00fcn y\u00f6netimi KPI&#8217;lar\u0131n\u0131 ve metriklerini anlaman\u0131z\u0131 sa\u011flar. Temel performans g\u00f6stergelerini takip edebilir ve \u00e7e\u015fitli kaynaklardan veri toplay\u0131p analiz ederek veriye dayal\u0131 i\u015f se\u00e7imleri yapabilirsiniz.<\/p>\n\n<p>Platformun kullan\u0131c\u0131 dostu aray\u00fcz\u00fc ve \u00f6zelle\u015ftirilmi\u015f raporlama ara\u00e7lar\u0131 ile ilerlemenizi takip etmek ve \u00fcr\u00fcn portf\u00f6y\u00fc kararlar\u0131 almak kolayd\u0131r.<\/p>\n\n<p>QuestionPro ile online ara\u015ft\u0131rma yapmak \u00e7ok kolay. G\u00fc\u00e7l\u00fc \u00f6zellikleri ve basit tasar\u0131m\u0131 ile anketler olu\u015fturun ve da\u011f\u0131t\u0131n, verileri analiz edin ve h\u0131zl\u0131 bir \u015fekilde e\u011fitimli kararlar al\u0131n.<\/p>\n\n<p>Ara\u015ft\u0131rman\u0131z\u0131 geli\u015ftirmek i\u00e7in QuestionPro&#8217;yu hemen kullanmaya ba\u015flay\u0131n.<\/p>\n\n<p><\/p><p style=\"text-align: center;\"><a href=\"https:\/\/www.questionpro.com\/research-edition-survey-software\/\" target=\"_blank\" rel=\"noopener\">\n  <button>DAHA FAZLA BI\u0307LGI\u0307 EDI\u0307NI\u0307N<\/button>\n<\/a>       <a href=\"https:\/\/www.questionpro.com\/a\/showEntry.do?classID=1053&amp;sourceRef=blog\" target=\"_blank\" rel=\"noopener\">\n  <button>\u00dcCRETS\u0130Z DENEME<\/button>\n<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00dcr\u00fcn\u00fcn\u00fcz\u00fcn ne kadar iyi durumda oldu\u011funu \u00f6l\u00e7mek i\u00e7in temel \u00fcr\u00fcn y\u00f6netimi KPI&#8217;lar\u0131na m\u0131 ihtiyac\u0131n\u0131z var? Rakamlar\u0131n ne anlama geldi\u011fini belirlemek [&hellip;]<\/p>\n","protected":false},"author":80,"featured_media":782654,"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":[1114],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>12 2023 i\u00e7in \u00dcr\u00fcn Y\u00f6netimi KPI&#039;lar\u0131 ve Metrikleri | QuestionPro<\/title>\n<meta name=\"description\" content=\"\u00dcr\u00fcn y\u00f6netimi KPI&#039;lar\u0131, kullan\u0131c\u0131lar\u0131n \u00fcr\u00fcn\u00fcn\u00fcz\u00fc ne s\u0131kl\u0131kla kulland\u0131\u011f\u0131n\u0131 g\u00f6sterir ve kullan\u0131m verilerini analiz eder. 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