{"id":800004,"date":"2019-07-23T06:25:29","date_gmt":"2019-07-23T13:25:29","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/a-three-step-approach-to-optimize-your-voc-campaign\/"},"modified":"2019-07-23T06:25:29","modified_gmt":"2019-07-23T06:25:29","slug":"a-three-step-approach-to-optimize-your-voc-campaign","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/tr\/a-three-step-approach-to-optimize-your-voc-campaign\/","title":{"rendered":"VoC kampanyan\u0131z\u0131 optimize etmek i\u00e7in \u00fc\u00e7 ad\u0131ml\u0131 bir yakla\u015f\u0131m"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Ad\u0131ndan da anla\u015f\u0131laca\u011f\u0131 gibi &#8216;<\/span><a href=\"https:\/\/www.questionpro.com\/voice-of-customer.html\"><br \/>\n  <span style=\"font-weight: 400;\">m\u00fc\u015fteri\u0307ni\u0307n sesi\u0307<\/span><br \/>\n<\/a><span style=\"font-weight: 400;\">&#8216; sorusu m\u00fc\u015fterilerinizi dinlemek anlam\u0131na gelir. \u00dcr\u00fcn\u00fc iyile\u015ftirmek ve genel m\u00fc\u015fteri deneyimini geli\u015ftirmek i\u00e7in m\u00fc\u015fteriler taraf\u0131ndan sa\u011flanan geri bildirimlerin toplanmas\u0131 ve anla\u015f\u0131lmas\u0131 s\u00fcrecini i\u00e7erir. Vay be! \u0130\u015fletmeler onlarca y\u0131ld\u0131r m\u00fc\u015fterilerini dinledikleri i\u00e7in bunda yeni bir \u015fey yok.  <\/span><\/p>\n<h2><b>VoC Kampanyas\u0131 de\u011ferli i\u00e7g\u00f6r\u00fcler sa\u011flar  <\/b><\/h2>\n<p><span style=\"font-weight: 400;\">B\u00fcy\u00fcyen her i\u015fletme i\u00e7in m\u00fc\u015fterilerin g\u00f6r\u00fc\u015flerini dinlemek ve beklentilerini anlamak temel bir strateji olmu\u015ftur. Ancak m\u00fc\u015fterinin sesi, bak\u0131\u015f a\u00e7\u0131s\u0131n\u0131 toplu veri toplamaktan bireysel m\u00fc\u015fteri verilerine d\u00f6n\u00fc\u015ft\u00fcrd\u00fc. M\u00fc\u015fterilere, geri bildirimlerinin ve \u00f6nerilerinin \u00fcr\u00fcn veya hizmetlerin geli\u015ftirilmesinde veya g\u00fcncellenmesinde nas\u0131l uyguland\u0131\u011f\u0131n\u0131 g\u00f6steren ayr\u0131nt\u0131l\u0131 kan\u0131tlarla yan\u0131t vererek bo\u015flu\u011fu doldurmak i\u00e7in kullan\u0131l\u0131r.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Unutmay\u0131n, ideal bir m\u00fc\u015fterinin sesi anketi, geri bildirimlerin toplanmas\u0131, analiz edilmesi ve bunlara g\u00f6re hareket edilmesi i\u00e7in i\u015fletme \u00e7ap\u0131nda bir yap\u0131 sunacakt\u0131r. \u0130\u015fin iyi taraf\u0131, m\u00fc\u015fterinin sesinin t\u00fcm kurumu kapsamas\u0131, her departman\u0131 ve her ekibi m\u00fc\u015fteri sorunlar\u0131n\u0131 ele almak veya m\u00fc\u015fteri beklentilerini kar\u015f\u0131lamak i\u00e7in birlikte \u00e7al\u0131\u015fmaya dahil etmesidir.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">M\u00fc\u015fterinin sesini yakalamakla ilgileniyorsan\u0131z, i\u015fte ba\u015flamak i\u00e7in \u00fc\u00e7 basit ad\u0131m<\/span><\/p>\n<h3><b>Ad\u0131m 1: Dinleyin<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Bu, m\u00fc\u015fterinizin sesini dinlemenin ilk ad\u0131m\u0131d\u0131r. M\u00fc\u015fterilerinizden tarafs\u0131z ve y\u00fcksek kaliteli geri bildirim toplamay\u0131 hedefleyen \u00f6zel olarak tasarlanm\u0131\u015f bir anket i\u00e7eren \u00e7evrimi\u00e7i bir geri bildirim anketi, VoC program\u0131n\u0131z\u0131n ba\u015far\u0131s\u0131n\u0131 belirleyecektir. Bu \u00fc\u00e7 ad\u0131m aras\u0131nda en \u00f6nemlisi budur. Bir anket olu\u015fturman\u0131n yan\u0131 s\u0131ra, do\u011fru zamanda do\u011fru sorular\u0131 sormak i\u00e7in do\u011fru ki\u015fileri bulmaya da odaklanman\u0131z gerekir.  <\/span><\/p>\n<ul>\n<li><b>Do\u011fru ki\u015fileri bulmak: <\/b>M\u00fc\u015fteri geri bildirimi toplarken yap\u0131lan yayg\u0131n hatalardan biri, anketi elinizdeki t\u00fcm olas\u0131 ki\u015filere rastgele g\u00f6ndermektir. Bundan ka\u00e7\u0131n\u0131n, bunun yerine dinlemek i\u00e7in m\u00fckemmel oldu\u011funu d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcn\u00fcz m\u00fc\u015fteri ki\u015filiklerini anlamak ve s\u0131ralamak i\u00e7in biraz zaman harcay\u0131n. M\u00fckemmel m\u00fc\u015fteri personalar\u0131n\u0131 tan\u0131mlamak ve bulmak, \u00fcr\u00fcn\u00fcn\u00fcz\u00fc kimlerin kulland\u0131\u011f\u0131n\u0131 ve markan\u0131zla ne d\u00fczeyde etkile\u015fime girdiklerini anlaman\u0131za yard\u0131mc\u0131 olur. \u00dcr\u00fcn\u00fcn\u00fcz\u00fc nadiren kullanm\u0131\u015f bir ki\u015fiden geri bildirim istemek bo\u015funad\u0131r ve bir sat\u0131c\u0131ya \u00fcr\u00fcn\u00fcn\u00fcz hakk\u0131nda fikrini sormak zaman kayb\u0131d\u0131r. Do\u011fru soruyu sormak<\/li>\n<\/ul>\n<ul>\n<li><b>Do\u011fru sorular\u0131 sormak: <\/b>Geri bildirim toplamak i\u00e7in soru soraca\u011f\u0131n\u0131z ideal bir persona haz\u0131r oldu\u011funda, sorular\u0131 \u00e7er\u00e7evelemek ve mant\u0131kl\u0131 soru t\u00fcrlerini se\u00e7mek kolayla\u015f\u0131r. M\u00fc\u015fterinin sesi verilerini toplamak i\u00e7in temel bir kural, yaln\u0131zca derhal inisiyatif alarak \u00e7\u00f6zmeyi d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcn\u00fcz sorular\u0131 sormakt\u0131r. Soru t\u00fcr\u00fcne ba\u011fl\u0131 olarak toplayabilece\u011finiz iki t\u00fcr geri bildirim vard\u0131r. NPS ve CSAT sorular\u0131 do\u011frudan geri bildirim toplama hakk\u0131na sahiptir ve m\u00fc\u015fterilerin \u00fcr\u00fcn\u00fcn\u00fczle etkile\u015fim kurma \u015fekli dolayl\u0131 geri bildirim olu\u015fturur.<\/li>\n<\/ul>\n<ul>\n<li><b>Soru sormak i\u00e7in do\u011fru zaman: <\/b>Anketlerin zamanlamas\u0131, alaca\u011f\u0131n\u0131z yan\u0131tlar\u0131n t\u00fcr\u00fc \u00fczerinde b\u00fcy\u00fck bir etkiye sahiptir. Anketi tasarlad\u0131\u011f\u0131n\u0131zdan ve m\u00fc\u015fteri ya\u015fam d\u00f6ng\u00fcs\u00fcn\u00fcn farkl\u0131 ad\u0131mlar\u0131yla uyumlu hale getirdi\u011finizden emin olun. \u00dcr\u00fcne ilgi g\u00f6stermek, \u00fcr\u00fcn\u00fc sat\u0131n almak ve \u00fcr\u00fcn\u00fc kulland\u0131ktan sonras\u0131, m\u00fc\u015fteri ya\u015fam d\u00f6ng\u00fcs\u00fcnde duygular\u0131n\u0131 toplamak i\u00e7in ka\u00e7\u0131r\u0131lmamas\u0131 gereken \u00f6nemli kilometre ta\u015flar\u0131d\u0131r.<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Art\u0131k personalar\u0131 tan\u0131mlad\u0131n\u0131z, sorular\u0131 olu\u015fturdunuz ve anketleri g\u00f6ndermek i\u00e7in zaman aral\u0131klar\u0131 \u00fczerinde \u00e7al\u0131\u015ft\u0131n\u0131z. Bir sonraki ad\u0131ma ge\u00e7meden \u00f6nce, anket yorgunlu\u011fu yaratabilecek \u00e7ok fazla anket g\u00f6ndermekten ka\u00e7\u0131nmal\u0131s\u0131n\u0131z. Do\u011fru zamanda do\u011fru sorularla do\u011fru ki\u015filere ula\u015fmak, i\u015finizin en \u00f6nemli par\u00e7as\u0131d\u0131r.  <\/span><a href=\"https:\/\/www.questionpro.com\/voice-of-customer.html\"><br \/>\n  <span style=\"font-weight: 400;\">m\u00fc\u015fteri\u0307ni\u0307n sesi\u0307 metodoloji\u0307si\u0307<\/span><br \/>\n<\/a><span style=\"font-weight: 400;\">. <\/span> <\/p>\n<h3><b>Ad\u0131m 2: Harekete ge\u00e7in<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Bu ad\u0131mda, m\u00fc\u015fteriye de\u011fer sunmaya odaklanaca\u011f\u0131z. Geri bildirime g\u00f6re hareket etmenizi engelleyen t\u00fcm bariyerleri kald\u0131r\u0131n. Ayr\u0131ca, geri bildirimlere g\u00f6re hareket etme s\u00fcreciniz aksayan ve y\u0131llarca s\u00fcren bir s\u00fcre\u00e7 olmamal\u0131d\u0131r. M\u00fc\u015fterinin sesine g\u00f6re hareket etmek s\u00f6z konusu oldu\u011funda, bunun anl\u0131k olmas\u0131 ve yukar\u0131dan de\u011fil a\u015fa\u011f\u0131dan uygulanmas\u0131 gerekir. M\u00fc\u015fterilerin g\u00f6r\u00fc\u015f ve \u00f6nerilerini ne kadar \u00f6nemsedi\u011finizi ve bunlara ne kadar de\u011fer verdi\u011finizi yans\u0131tmak i\u00e7in anket girdilerini m\u00fcmk\u00fcn olan en k\u0131sa s\u00fcrede de\u011ferlendirmeyi unutmay\u0131n.<\/span><\/p>\n<ul>\n<li><b>Al\u0131nan geri bildirimlere g\u00f6re hareket etmek: <\/b>M\u00fc\u015fterinin sesi program\u0131n\u0131 y\u00fcr\u00fctmek i\u00e7in en iyi uygulamalara g\u00f6re, sorular\u0131n\u0131 ele almak ve \u00e7\u00f6zmek i\u00e7in m\u00fcmk\u00fcn olan en k\u0131sa s\u00fcrede girdileri \u00fczerinde \u00e7al\u0131\u015fman\u0131z\u0131 bekleyen kapal\u0131 bir ileti\u015fim d\u00f6ng\u00fcs\u00fcd\u00fcr. Olumlu veya olumsuz geri bildirimlerden ba\u011f\u0131ms\u0131z olarak, m\u00fc\u015fterilere te\u015fekk\u00fcr ederek ve memnun olmayan m\u00fc\u015fterileri memnun etmek i\u00e7in \u00e7ok \u00e7al\u0131\u015farak h\u0131zl\u0131 hareket etmeniz gerekir. Unutmay\u0131n, cevaplanmam\u0131\u015f olumlu bir ses, olumsuz bir geri bildirim kadar k\u00f6t\u00fcd\u00fcr. Olumlu tepki veren insanlar markan\u0131z\u0131n destek\u00e7ileridir, h\u0131zl\u0131 hareketiniz onlar\u0131 markan\u0131z\u0131 tan\u0131tmak i\u00e7in motive eder ve eylemsizli\u011finiz onlar\u0131 pasif veya k\u00f6t\u00fcleyici yapar.<\/li>\n<\/ul>\n<ul>\n<li><b>Bo\u015fluklar\u0131 uygun kaynaklarla b\u00fcy\u00fck \u00f6l\u00e7ekte kapat\u0131n: <\/b>Kimse m\u00fckemmel de\u011fildir, m\u00fckemmelli\u011fi zaman i\u00e7inde kazan\u0131r\u0131z. Benzer \u015fekilde, m\u00fc\u015fteri geri bildirimlerini analiz etmek ve mutsuz m\u00fc\u015fterinin \u00fczerine gitmek de do\u011fru bir politika de\u011fildir. M\u00fc\u015fteri geri bildirimlerindeki sorunlar\u0131 ele almaya y\u00f6nelik \u00e7abalar\u0131n\u0131za di\u011fer ekip \u00fcyelerini ve kaynaklar\u0131 da dahil etmeniz gerekir. Deneyimle birlikte, bir kural kitab\u0131 olu\u015fturun ve genel m\u00fc\u015fteri memnuniyetini sa\u011flamak i\u00e7in ekip \u00fcyeleri taraf\u0131ndan kullan\u0131labilecek stratejiler, yakla\u015f\u0131mlar ve teknikler eklemeye devam edin.<\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><b>Geri bildirimi bir varl\u0131k olarak g\u00f6ren bir s\u00fcre\u00e7 olu\u015fturun: <\/b>M\u00fc\u015fterinizin sesinin ba\u015far\u0131ya ula\u015fmak i\u00e7in g\u00fcc\u00fcn\u00fcz oldu\u011funu d\u00fc\u015f\u00fcn\u00fcyorsan\u0131z, VoC&#8217;yi en \u00f6nemli \u00f6ncelik olarak de\u011ferlendirmek i\u00e7in sat\u0131\u015ftan pazarlamaya ve geli\u015ftirmeden teste kadar kurulu\u015funuzdaki her kayna\u011f\u0131 dahil etmeniz gerekir. Her ne kadar t\u00fcm kurulu\u015flar\u0131n bunu uygulamas\u0131 m\u00fcmk\u00fcn olmasa da, stratejinin uygulanmas\u0131 gelecek i\u00e7in faydal\u0131d\u0131r. Kurulu\u015ftaki herkesin m\u00fc\u015fteri geri bildirimlerini anlamas\u0131 ve harekete ge\u00e7meye haz\u0131r olmas\u0131 gerekir. Geri bildirim verilerini paha bi\u00e7ilmez bir varl\u0131k olarak g\u00f6rmeye ba\u015flad\u0131\u011f\u0131n\u0131zda VoC s\u00fcreciniz sorunsuz i\u015flemeye ba\u015flayacakt\u0131r.<\/li>\n<\/ul>\n<h3><b>3. Ad\u0131m: Analiz Edin<\/b><\/h3>\n<p style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">\u0130ki ad\u0131m\u0131 tamamlad\u0131ktan sonra, \u00fczerinde \u00e7al\u0131\u015fabilece\u011finiz tonlarca de\u011ferli geri bildirim verisi ile ba\u015f ba\u015fa kalacaks\u0131n\u0131z. Analiz, kurulu\u015flar\u0131n g\u00fc\u00e7l\u00fc ve zay\u0131f y\u00f6nlerini anlamalar\u0131na yard\u0131mc\u0131 olacak i\u00e7g\u00f6r\u00fcler elde etmek i\u00e7in verileri par\u00e7alara ay\u0131rma s\u00fcrecidir. \u0130\u00e7g\u00f6r\u00fclere ba\u011fl\u0131 olarak, m\u00fc\u015fterilerinizi rahats\u0131z eden sorunlar\u0131 ve sorgular\u0131 ele almak i\u00e7in anlay\u0131\u015fl\u0131 kararlar ve stratejiler olu\u015fturabilirsiniz. Bu ad\u0131m ayr\u0131ca \u00fc\u00e7 fakt\u00f6re ayr\u0131lm\u0131\u015ft\u0131r.  <\/span><\/p>\n<ul>\n<li><b>\u0130\u015f analiti\u011fi: <\/b>Tipik bir analitik platform, daha fazla veri sondaj\u0131 i\u00e7in gereken t\u00fcm analitik metrikleri i\u00e7erecektir. Farkl\u0131 analitik metrikleri kullanarak \u00f6nemli oldu\u011funu d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcn\u00fcz i\u00e7g\u00f6r\u00fcleri izleyebilir ve k\u0131yaslayabilirsiniz. \u0130\u00e7g\u00f6r\u00fcleri \u015firket i\u00e7i ekiplerle payla\u015f\u0131n ve daha fazla geli\u015fim ve b\u00fcy\u00fcme i\u00e7in bir plan olu\u015fturmak \u00fczere \u00f6nemli bulgularla onlar\u0131 g\u00fc\u00e7lendirin. NPS puan\u0131n\u0131 \u00e7eyrekler boyunca izlemek, m\u00fc\u015fterinin sesine yan\u0131t verme konusunda ne kadar iyi oldu\u011funuz hakk\u0131nda size k\u0131sa bir fikir verecektir.<\/li>\n<\/ul>\n<ul>\n<li><b>Sosyal Yard\u0131m Analiti\u011fi: <\/b>M\u00fc\u015fteri eri\u015fim \u00e7abalar\u0131n\u0131z\u0131 analiz etmek i\u00e7in kullan\u0131n. \u00c7abalar\u0131n\u0131z\u0131 end\u00fcstri standartlar\u0131na g\u00f6re anlamak ve optimize etmek i\u00e7in ak\u0131ll\u0131ca kullan\u0131n. En iyi <a href=\"https:\/\/www.questionpro.com\/voice-of-customer.html\">m\u00fc\u015fteri sesi \u00f6l\u00e7\u00fcmlerinden<\/a> biri, ankete yan\u0131t vermeyen ki\u015fi say\u0131s\u0131n\u0131 analiz etmek i\u00e7in sosyal yard\u0131ma odaklanmakt\u0131r. Bunun arkas\u0131ndaki nedeni anlay\u0131n ve m\u00fc\u015fterinin sesi anketlerinizin a\u00e7\u0131lma oran\u0131n\u0131 art\u0131rmak ve kay\u0131p oran\u0131n\u0131 azaltmak i\u00e7in hatalar\u0131 d\u00fczeltin.<\/li>\n<\/ul>\n<ul>\n<li><b>Program i\u00e7g\u00f6r\u00fcleri: <\/b>Program analiti\u011fi, hem i\u015f hem de sosyal yard\u0131m analiti\u011finin bir \u00fcr\u00fcn\u00fcd\u00fcr. Programdaki zay\u0131f noktalar\u0131 belirlemek i\u00e7in i\u00e7g\u00f6r\u00fcleri kullanabilirsiniz. Unutmay\u0131n, metin tabanl\u0131 yan\u0131tlar\u0131 analiz etmek son derece zordur, ancak g\u00fcvenilir bir m\u00fc\u015fterinin sesi yaz\u0131l\u0131m\u0131, yan\u0131t verenlerin olumlu, olumsuz ve tarafs\u0131z zihniyetini anlamak i\u00e7in yan\u0131t verenlerin duygular\u0131n\u0131 analiz etmenize yard\u0131mc\u0131 olacakt\u0131r. M\u00fc\u015fteri deneyiminin genel bir g\u00f6r\u00fcn\u00fcm\u00fcn\u00fc elde etmek, m\u00fc\u015fterinin sesi kampanyan\u0131z\u0131 ba\u015far\u0131l\u0131 k\u0131lmak i\u00e7in stratejilerinizi hizalaman\u0131za yard\u0131mc\u0131 olur.<\/li>\n<\/ul>\n<p style=\"text-align: center;\">HAKKINDA B\u0130LG\u0130 ED\u0130N\u0130N: an <a href=\"https:\/\/www.questionpro.com\/blog\/is-there-a-best-time-to-send-out-surveys-to-get-the-highest-responses\/\">ket g\u00f6ndermek i\u00e7in en iyi zaman<\/a><\/p>\n<h4><b>Sonu\u00e7: <\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Hassas bir anket, m\u00fc\u015fterinin sesini dinleme ve g\u00fc\u00e7l\u00fc i\u00e7g\u00f6r\u00fcler olu\u015fturmak i\u00e7in analiz etme g\u00fcc\u00fc sunan en iyi m\u00fc\u015fteri kat\u0131l\u0131m modelidir. Burada sadece beklemeyin, markan\u0131za rekabet avantaj\u0131 sa\u011flayan i\u015f modelinde etkili bir de\u011fi\u015fim sa\u011flamak i\u00e7in g\u00fc\u00e7l\u00fc eylemler ve stratejik kararlar al\u0131n.  <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ad\u0131ndan da anla\u015f\u0131laca\u011f\u0131 gibi &#8216; m\u00fc\u015fteri\u0307ni\u0307n sesi\u0307 &#8216; sorusu m\u00fc\u015fterilerinizi dinlemek anlam\u0131na gelir. \u00dcr\u00fcn\u00fc iyile\u015ftirmek ve genel m\u00fc\u015fteri deneyimini geli\u015ftirmek [&hellip;]<\/p>\n","protected":false},"author":86,"featured_media":647016,"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":[1127],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>VoC kampanyan\u0131z\u0131 optimize etmek i\u00e7in \u00fc\u00e7 ad\u0131ml\u0131 bir yakla\u015f\u0131m | QuestionPro<\/title>\n<meta name=\"description\" content=\"\u00dc\u00e7 kolay ad\u0131mda m\u00fc\u015fterinin sesini yakalay\u0131n ve b\u00fcy\u00fcmeyi te\u015fvik etmek ve geliri art\u0131rmak i\u00e7in eyleme ge\u00e7irilebilir i\u00e7g\u00f6r\u00fclerle kurumu g\u00fc\u00e7lendirin.\" \/>\n<meta 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