{"id":797653,"date":"2022-08-12T11:00:31","date_gmt":"2022-08-12T18:00:31","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/musteri-perspektifi-nedir-ve-nasil-olculur\/"},"modified":"2022-08-12T11:00:31","modified_gmt":"2022-08-12T11:00:31","slug":"musteri-perspektifi-nedir-ve-nasil-olculur","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/tr\/musteri-perspektifi-nedir-ve-nasil-olculur\/","title":{"rendered":"M\u00fc\u015fteri Perspektifi: Nedir ve Nas\u0131l \u00d6l\u00e7\u00fcl\u00fcr?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">M\u00fc\u015fterilerle ilgilenmek her zaman kolay de\u011fildir \u00e7\u00fcnk\u00fc olaylar\u0131 onlar\u0131n bak\u0131\u015f a\u00e7\u0131s\u0131ndan g\u00f6remeyiz. \u0130\u015fletmenizin stratejik ba\u015far\u0131s\u0131, m\u00fc\u015fterilerinizin ne kadar mutlu oldu\u011fundan \u00f6nemli \u00f6l\u00e7\u00fcde etkilenebilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">M\u00fc\u015fteri perspektifi, dengeli puan tablosunda ikinci s\u0131rada gelir. Burada \u015firketler, m\u00fc\u015fteriler ve pazarlarla ilgili olarak nerede rekabet etmek istediklerine karar verirler. Firmalar\u0131n temel m\u00fc\u015fteri sonu\u00e7 \u00f6l\u00e7\u00fcmlerini hedeflenen m\u00fc\u015fterilere ve pazar gruplar\u0131na ba\u011flamas\u0131na ve de\u011fer \u00f6nerilerini tan\u0131mlamas\u0131na ve \u00f6l\u00e7mesine olanak tan\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu yaz\u0131da, m\u00fc\u015fteri bak\u0131\u015f a\u00e7\u0131s\u0131n\u0131 ve bunu nas\u0131l \u00f6l\u00e7ebilece\u011fimizi ele alaca\u011f\u0131z.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">M\u00fc\u015fteri bak\u0131\u015f a\u00e7\u0131s\u0131 nedir?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">M\u00fc\u015fteri perspektifi, bir \u015firketi, \u00fcr\u00fcn ve hizmetlerini sat\u0131n alan ve kullanan bireylerin bak\u0131\u015f a\u00e7\u0131s\u0131ndan inceleyen bir yakla\u015f\u0131m\u0131 ifade eder. Bu bak\u0131\u015f a\u00e7\u0131s\u0131, kurulu\u015flar\u0131n finansal ba\u015far\u0131 ve \u00fcr\u00fcn sat\u0131\u015flar\u0131 i\u00e7in \u00e7ok \u00f6nemli olan m\u00fc\u015fteri taban\u0131n\u0131 dikkate al\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu g\u00f6r\u00fc\u015f, performans hedeflerine m\u00fc\u015fterileri ve pazar\u0131 nas\u0131l etkiledikleri a\u00e7\u0131s\u0131ndan bakar. M\u00fc\u015fteri bak\u0131\u015f a\u00e7\u0131s\u0131ndan a\u015fa\u011f\u0131dakiler i\u00e7in hedefler bulabilirsiniz:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.questionpro.com\/blog\/customer-care\/\">M\u00fc\u015fteri<\/a> hizmetleri ve m\u00fc\u015fteri mutlulu\u011fu<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pazar pay\u0131<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Marka bilinirli\u011fi<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u0130\u015fletme y\u00f6neticileri, i\u015f biriminin hangi m\u00fc\u015fteri ve pazar segmentlerinde rekabet edece\u011fini ve her bir segmentteki performans\u0131n nas\u0131l \u00f6l\u00e7\u00fclece\u011fini belirler.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">M\u00fc\u015fteri bak\u0131\u015f a\u00e7\u0131s\u0131n\u0131 anlay\u0131n<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Ba\u015far\u0131l\u0131 <a href=\"https:\/\/www.questionpro.com\/blog\/customer-relationship-management-cx\/\">m\u00fc\u015fteri ili\u015fkileri<\/a> geli\u015ftirmenin ilk ad\u0131m\u0131, ba\u015fkalar\u0131na size davran\u0131lmas\u0131n\u0131 istedi\u011finiz gibi davranmakt\u0131r. Herkes bak\u0131m konusunda do\u011fal olarak iyi de\u011fildir, ancak bunu geli\u015ftirmenin anahtar\u0131 kendinizi t\u00fcketiciniz olarak g\u00f6rmektir. M\u00fc\u015fterinin bak\u0131\u015f a\u00e7\u0131s\u0131ndan d\u00fc\u015f\u00fcn\u00fcn ve kendinize belirli durumlarda nas\u0131l hissedebilece\u011finize dair sorular sorun. Bir \u015firketin m\u00fc\u015fterilerini mutlu etmek i\u00e7in att\u0131\u011f\u0131 ad\u0131mlar genellikle \u015funlar\u0131 i\u00e7erir:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">M\u00fc\u015fterilerin s\u00f6ylediklerine \u00e7ok dikkat etmek.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Birbirimize olan inanc\u0131m\u0131z\u0131 geli\u015ftirmek ve sayg\u0131l\u0131 olmak.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Zorlu m\u00fc\u015fterilerden uzak durmak.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00d6nce sorunlarla ilgilenmek, ard\u0131ndan bir sonraki ad\u0131ma ge\u00e7mek.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">M\u00fc\u015fteri perspektifi nas\u0131l \u00f6l\u00e7\u00fcl\u00fcr?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u0130\u015f birimi y\u00f6neticileri, olaylara m\u00fc\u015fterinin bak\u0131\u015f a\u00e7\u0131s\u0131ndan bakarak rakip m\u00fc\u015fteri ve pazar segmentlerini bulabilirler. Ard\u0131ndan, bu belirli gruplar i\u00e7in performans\u0131n nas\u0131l \u00f6l\u00e7\u00fclece\u011fine karar verirler. M\u00fc\u015fterinin bak\u0131\u015f a\u00e7\u0131s\u0131ndan baz\u0131 \u00f6nlem \u00f6rnekleri \u015funlard\u0131r:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">M\u00fc\u015fteri memnuniyeti.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.questionpro.com\/blog\/customer-retention-rate\/\">M\u00fc\u015fteriyi elde tutma<\/a>.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Yeni m\u00fc\u015fteri kazan\u0131m\u0131.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">M\u00fc\u015fteri k\u00e2rl\u0131l\u0131\u011f\u0131.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pazar pay\u0131.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u015eimdi, m\u00fc\u015fteri bak\u0131\u015f a\u00e7\u0131s\u0131n\u0131 nas\u0131l \u00f6l\u00e7ece\u011fimizden bahsedece\u011fiz ve anlaman\u0131za yard\u0131mc\u0131 olacak baz\u0131 \u00f6rnekler verece\u011fiz.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">M\u00fc\u015fterilerinizin ne istedi\u011fini \u00f6\u011frenin<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">M\u00fc\u015fteri hedefleri ve \u00f6l\u00e7\u00fcmleri \u00fczerinde \u00e7al\u0131\u015fman\u0131n en karma\u015f\u0131k k\u0131s\u0131mlar\u0131ndan biri m\u00fc\u015fterinin ne istedi\u011fini bulmakt\u0131r. Sadece &#8220;m\u00fc\u015fterilerinizi daha uzun s\u00fcre elde tutmak&#8221; veya &#8220;m\u00fc\u015fteri say\u0131n\u0131z\u0131 art\u0131rmak&#8221; istedi\u011finizi s\u00f6ylemek yeterli de\u011fildir; herkes bu hedeflere ula\u015fmak ister! Bunun yerine, \u00fcr\u00fcnlerinizi veya hizmetlerinizi neyin farkl\u0131 k\u0131ld\u0131\u011f\u0131n\u0131 ve m\u00fc\u015fterilerin neden sizi se\u00e7ti\u011fini a\u00e7\u0131klay\u0131n.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00d6rne\u011fin, bir m\u00fc\u015fteri hizmetleri ekibinde \u00e7al\u0131\u015f\u0131yorsan\u0131z &#8220;m\u00fc\u015fteri hizmetleri sunmak&#8221; tam bir hedef de\u011fildir. Bu, her grubun olmas\u0131n\u0131 istedi\u011fi \u015feydir. Ancak &#8220;bir sorunu \u00e7\u00f6zmenin h\u0131zl\u0131 yolu&#8221; veya &#8220;destek sa\u011flaman\u0131n benzersiz yolu&#8221; gibi ifadeleri denemek i\u015fletmeler i\u00e7in ideal olabilir ve sa\u011flad\u0131\u011f\u0131n\u0131z de\u011feri tan\u0131mlayabilir.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Hedeflerinizi bir m\u00fc\u015fterinin bak\u0131\u015f a\u00e7\u0131s\u0131ndan tan\u0131mlay\u0131n<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Hedeflerini m\u00fc\u015fterinin bak\u0131\u015f a\u00e7\u0131s\u0131n\u0131 kullanarak yazmay\u0131 tercih eden baz\u0131 kurulu\u015f liderleri vard\u0131r. M\u00fc\u015fterilerinizin neyi arzulad\u0131klar\u0131n\u0131, neye ihtiya\u00e7 duyduklar\u0131n\u0131 ve \u00fcr\u00fcn\u00fcn\u00fczle ilgili neleri sevdiklerini not ederseniz, onlar\u0131n bak\u0131\u015f a\u00e7\u0131s\u0131n\u0131 daha iyi anlars\u0131n\u0131z.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00d6rne\u011fin, \u015firketinizin ad\u0131n\u0131n X oldu\u011funu ve hedefinizi \u015fu \u015fekilde tan\u0131mlayabilece\u011finizi varsayal\u0131m:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">X \u015eirketi taraf\u0131ndan \u00fcretilen \u00fcr\u00fcn\u00fcn tasar\u0131m\u0131 benim i\u00e7in iyi bir e\u015fle\u015fme.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The X Company her zaman h\u0131zl\u0131 ve g\u00fcvenilir \u00e7\u00f6z\u00fcmler sunar.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">X \u015eirketinin \u00fcretti\u011fi \u00fcr\u00fcn i\u015fimi kolayla\u015ft\u0131rmaya yard\u0131mc\u0131 oluyor.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Kamu veya k\u00e2r amac\u0131 g\u00fctmeyen sekt\u00f6rde \u00e7al\u0131\u015f\u0131yor olsan\u0131z bile bu uygulamadan yararlanabilirsiniz. Kurulu\u015funuzun toplumunuzdaki insanlar veya hizmet verdi\u011finiz demografik grup i\u00e7in de\u011ferini daha derinlemesine kavraman\u0131z\u0131 sa\u011flar.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">M\u00fc\u015fterilerin s\u00f6yledikleri ile yapt\u0131klar\u0131 aras\u0131ndaki fark\u0131 ay\u0131rt edin<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u00dcr\u00fcn veya hizmetinizden memnun oldu\u011funu s\u00f6yleyen ancak sizden bir daha asla al\u0131\u015fveri\u015f yapmayan baz\u0131 m\u00fc\u015fterileriniz olacakt\u0131r; di\u011fer yandan, s\u00fcrekli \u015fikayet eden ancak sizden d\u00fczenli olarak al\u0131\u015fveri\u015f yapan ba\u015fka m\u00fc\u015fterileriniz de olacakt\u0131r. Bu nedenle m\u00fc\u015fteri perspektifli KPI&#8217;lar\u0131 iki kategoriye ay\u0131rmal\u0131s\u0131n\u0131z:<\/span><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><b>M\u00fc\u015fteri giri\u015fi<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">M\u00fc\u015fterilerinizin hizmetiniz veya \u00fcr\u00fcn\u00fcn\u00fcz hakk\u0131nda ne dedi\u011fini \u00f6\u011frenmek i\u00e7in <a href=\"https:\/\/www.questionpro.com\/blog\/customer-satisfaction-survey-examples\/\">m\u00fc\u015fteri memnuniyeti anketlerini<\/a>, odak grup verilerini, \u00e7evrimi\u00e7i geri bildirim formlar\u0131n\u0131, Net Tavsiye Skoru&#8217;nu (NPS) ve di\u011fer m\u00fc\u015fteri i\u00e7g\u00f6r\u00fc y\u00f6ntemlerini inceleyin.<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>M\u00fc\u015fteri eylemi<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Nas\u0131l olduklar\u0131n\u0131 g\u00f6rmek i\u00e7in t\u00fcketicilerinizin faaliyetlerini izleyin. M\u00fc\u015fteriyi elde tutma oranlar\u0131n\u0131, sat\u0131n alma davran\u0131\u015f\u0131n\u0131, sipari\u015f hacmini, m\u00fc\u015fteri taban\u0131n\u0131, sat\u0131n alma s\u0131kl\u0131\u011f\u0131n\u0131 vb. \u00f6l\u00e7ebilirsiniz. Bu, anket verilerinde eksik olan somut verileri verir.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Sonu\u00e7<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Yukar\u0131daki tart\u0131\u015fmadan, m\u00fc\u015fteri perspektifini ve bunun nas\u0131l \u00f6l\u00e7\u00fclece\u011fini \u00f6\u011frendik ve bunu g\u00f6stermek i\u00e7in baz\u0131 \u00f6rnekler verdik. M\u00fc\u015fteri perspektifinin arkas\u0131ndaki kavram, \u00fcr\u00fcn ve hizmet satarken t\u00fcketicilerinizi mutlu etmeniz gerekti\u011fidir. M\u00fc\u015fterilerinizi memnun etmek i\u00e7in onlar\u0131 anlaman\u0131z gerekir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">QuestionPro, m\u00fc\u015fteri duyarl\u0131l\u0131\u011f\u0131n\u0131 h\u0131zl\u0131 bir \u015fekilde analiz etmenizi sa\u011flar. Bu, m\u00fc\u015fteri geri bildirim modellerini incelemenizi sa\u011flar. M\u00fc\u015fteri geri bildirimlerini dinleyerek, de\u011ferlendirerek ve bunlara yan\u0131t vererek en uygun m\u00fc\u015fteri deneyimini olu\u015fturman\u0131za yard\u0131mc\u0131 olur. \u015eimdi dene!<\/span><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.questionpro.com\/cx\/\" target=\"_blank\" rel=\"noopener\"><br \/>\n  <button>DAHA FAZLA BI\u0307LGI\u0307 EDI\u0307NI\u0307N<\/button><br \/>\n<\/a>       <a href=\"https:\/\/www.questionpro.com\/a\/showEntry.do?classID=1063&amp;sourceRef=home-cx\" target=\"_blank\" rel=\"noopener\"><br \/>\n  <button>\u00dcCRETS\u0130Z DENEME<\/button><br \/>\n<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>M\u00fc\u015fterilerle ilgilenmek her zaman kolay de\u011fildir \u00e7\u00fcnk\u00fc olaylar\u0131 onlar\u0131n bak\u0131\u015f a\u00e7\u0131s\u0131ndan g\u00f6remeyiz. \u0130\u015fletmenizin stratejik ba\u015far\u0131s\u0131, m\u00fc\u015fterilerinizin ne kadar mutlu oldu\u011fundan [&hellip;]<\/p>\n","protected":false},"author":49,"featured_media":716767,"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":[1192,1187],"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 Perspektifi: Nedir ve Nas\u0131l \u00d6l\u00e7\u00fcl\u00fcr? 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