{"id":1924,"date":"2022-01-14T06:56:00","date_gmt":"2022-01-14T06:56:00","guid":{"rendered":"https:\/\/artiwise.com\/tr\/?p=1924"},"modified":"2026-02-27T08:22:14","modified_gmt":"2026-02-27T08:22:14","slug":"musteri-memnuniyeti-nedir","status":"publish","type":"post","link":"https:\/\/artiwise.com\/tr\/2022\/01\/14\/musteri-memnuniyeti-nedir\/","title":{"rendered":"M\u00fc\u015fteri Memnuniyeti Nedir? Neden \u00d6nemlidir?"},"content":{"rendered":"\r\n<p>G\u00fcn\u00fcm\u00fczde var olan i\u015flerin b\u00fcy\u00fcmesi i\u00e7in yeni m\u00fc\u015fterilerin elde edilmesi ne kadar \u00f6nemliyse, var olan m\u00fc\u015fterilerin memnuniyetini sa\u011flamak bir o kadar kritik. Bir \u00e7ok kurumun ayn\u0131 m\u00fc\u015fteri profilini hedefledi\u011fini g\u00f6z \u00f6n\u00fcnde bulundurdu\u011fumuzda, m\u00fc\u015fterinin rekabette ne kadar de\u011ferli ve g\u00fc\u00e7l\u00fc oldu\u011funu rahatl\u0131kla anlayabiliyoruz. Bu y\u00fczden kurumlar s\u0131kl\u0131kla var olan M\u00fc\u015fterilerinin memnuniyetini \u00f6l\u00e7erek, eksikliklerini ve iyi olduklar\u0131 alanlar\u0131 belirleyip, stratejilerini belirlemekteler.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>M\u00fc\u015fteri Memnuniyeti Nedir?<\/strong><\/h2>\r\n\r\n\r\n\r\n<p>M\u00fc\u015fteri memnuniyeti i\u00e7in basit bir tan\u0131mlama yapmam\u0131z gerekirse m\u00fc\u015fterilerin herhangi bir kurumdan ald\u0131\u011f\u0131 \u00fcr\u00fcnlerin ya da hizmetlerin beklentilerini kar\u015f\u0131lama durumunu ifade etti\u011fini s\u00f6yleyebiliriz. Daha derin bir i\u00e7erikteyse asl\u0131nda kurumlar\u0131n var olma sebebi oldu\u011funu s\u00f6ylemek yanl\u0131\u015f olmayacakt\u0131r.<\/p>\r\n\r\n\r\n\r\n<p>M\u00fc\u015fteri memnuniyeti, kurum sa\u011fl\u0131\u011f\u0131n\u0131n en \u00f6nemli g\u00f6stergelerinden birisi olarak kabul edilmekte. \u00d6zellikle m\u00fc\u015fteri edinme maliyeti, m\u00fc\u015fteri ya\u015fam boyu de\u011feri gibi metriklere olan etkisini d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcm\u00fczde memnuniyet sa\u011flaman\u0131n i\u015fi s\u00fcrd\u00fcr\u00fclebilir k\u0131lma noktas\u0131nda \u00f6l\u00e7\u00fclmesi gerekli en \u00f6nemli payda\u015flardan oldu\u011funu s\u00f6ylemek do\u011fru olacakt\u0131r.<\/p>\r\n\r\n\r\n\r\n<p>A\u015fa\u011f\u0131da belirtilen istatistikler de bu noktalar\u0131 destekler nitelikte:<\/p>\r\n\r\n\r\n\r\n<p><a href=\"https:\/\/media.bain.com\/Images\/BB_Prescription_cutting_costs.pdf\">T\u00fcketicilerin %89\u2019u pozitif bir M\u00fc\u015fteri deneyiminden sonra, sat\u0131n almaya devam etmekte.<\/a><\/p>\r\n\r\n\r\n\r\n<p><a href=\"https:\/\/c1.sfdcstatic.com\/content\/dam\/web\/en_us\/www\/documents\/research\/salesforce-state-of-the-connected-customer-4th-ed.pdf\">Mevcut m\u00fc\u015fteriyi elde tutma oran\u0131n\u0131 yaln\u0131zca %5 art\u0131rmak, \u015firket k\u00e2r\u0131n\u0131 %25 ile %95 aras\u0131nda art\u0131rabilir.<\/a><\/p>\r\n\r\n\r\n\r\n<p><a href=\"https:\/\/d1eipm3vz40hy0.cloudfront.net\/pdf\/cxtrends\/cx-trends-2020-full-report.pdf\">Birden fazla k\u00f6t\u00fc deneyimden sonra, t\u00fcketicilerin yakla\u015f\u0131k %80&#8217;i bir rakiple i\u015f yapmay\u0131 tercih edeceklerini belirtmekte.<\/a><\/p>\r\n\r\n\r\n\r\n<p>&nbsp;<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>M\u00fc\u015fteri Memnuniyeti Neden \u00d6nemli?<\/strong><\/h2>\r\n\r\n\r\n\r\n<p>M\u00fc\u015fteri memnuniyeti, ilk b\u00f6l\u00fcmde de s\u0131k\u00e7a bahsetti\u011fimiz gibi, g\u00fcn\u00fcm\u00fczde kurumlar\u0131n gelecekteki konumlar\u0131n\u0131 ve yap\u0131lar\u0131n\u0131 belirleyecek en \u00f6nemli unsurlar\u0131n ba\u015f\u0131nda gelmekte ve rekabetin \u00e7ok yo\u011fun oldu\u011fu sekt\u00f6rlerde yeni m\u00fc\u015fteri ediniminin de anahtar\u0131n\u0131 elinde tutmaktad\u0131r.<\/p>\r\n\r\n\r\n\r\n<p>\u00d6nceleri maliyetleri minimumda tutup, sadece iyi bir \u00fcr\u00fcn elde etmek \u00f6nemliyken, rekabetin yo\u011funla\u015fmas\u0131yla art\u0131k m\u00fc\u015fterinin beklentisini kar\u015f\u0131layan do\u011fru \u00fcr\u00fcn\u00fc \u00fcretip pazarlamak \u00f6ncelikli bir hal ald\u0131.<\/p>\r\n\r\n\r\n\r\n<p>Artan rekabet do\u011frultusunda, hizmet \/ \u00fcr\u00fcn ald\u0131\u011f\u0131 kurumdan memnun olmayan m\u00fc\u015fteriler, pazarda yer alan farkl\u0131 kurumlara y\u00f6nelip rahatl\u0131kla ihtiya\u00e7lar\u0131n\u0131 kar\u015f\u0131layabiliyorlar. Bu durum asl\u0131nda m\u00fc\u015fterilerini kaydeben kurumlar i\u00e7in sadece basit bir M\u00fc\u015fteri kayb\u0131ndan daha fazlas\u0131n\u0131 getiriyor. Diijitalle\u015fmenin yayg\u0131nla\u015fmas\u0131yla, m\u00fc\u015fteriler kar\u015f\u0131la\u015ft\u0131klar\u0131 olumsuz durumlar\u0131, ya\u015fad\u0131klar\u0131 memnuniyetsizlikleri ve problemleri bir \u00e7ok kanaldan kolayca dile getirebilmekteler. <a href=\"https:\/\/www.brightlocal.com\/resources\/online-reviews-statistics-2020\/\">Online yorumlar\u0131n art\u0131k \u00fcr\u00fcn\/hizmet se\u00e7me noktas\u0131nda belirleyici bir fakt\u00f6r oldu\u011funu<\/a> g\u00f6z \u00f6n\u00fcnde bulundurdu\u011fumuzda azalan marka itibar\u0131 kurumlar\u0131n yeni M\u00fc\u015fteri bulmas\u0131n\u0131n \u00f6n\u00fcndeki en b\u00fcy\u00fck engellerden birisi haline geliyor.<\/p>\r\n\r\n\r\n\r\n<p>\u00d6zetlemek gerekirse M\u00fc\u015fteri Memnuniyetini s\u00fcrd\u00fcr\u00fclebilir hale getiren kurumlar:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>M\u00fc\u015fteri kayb\u0131n\u0131n \u00f6n\u00fcne ge\u00e7ebilir,<\/li>\r\n\r\n\r\n\r\n<li>Potansiyel m\u00fc\u015fterileri daha kolay kazanabilir,<\/li>\r\n\r\n\r\n\r\n<li>M\u00fc\u015fteri ba\u011fl\u0131l\u0131\u011f\u0131n\u0131 sa\u011flayabilir,<\/li>\r\n\r\n\r\n\r\n<li>Marka itibar\u0131n\u0131 iyile\u015ftirebilir,<\/li>\r\n\r\n\r\n\r\n<li>\u00dcr\u00fcn\/hizmeti iyile\u015ftirici i\u00e7g\u00f6r\u00fcleri yakalayabilir.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>T\u00fcm bu yo\u011fun rekabet \u00e7er\u00e7evesinde, art\u0131k farkl\u0131 ara\u00e7lar arac\u0131l\u0131\u011f\u0131yla m\u00fc\u015fteri memnuniyet \u00f6l\u00e7\u00fcm\u00fc kurumlar i\u00e7in bir zorunluluk haline geldi ve buraya daha fazla yat\u0131r\u0131m yapmaya ba\u015flad\u0131lar. Do\u011fru \u00f6l\u00e7\u00fcm\u00fc, analizi yap\u0131p aksiyonlar\u0131n\u0131 belirleyebilen kurumlar rekabette avantaj\u0131 elde edebilmekteler.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>M\u00fc\u015fteri Memnuniyeti Nas\u0131l \u00d6l\u00e7\u00fcl\u00fcr?<\/strong><\/h2>\r\n\r\n\r\n\r\n<p>M\u00fc\u015fteri memnuniyetinin \u00f6l\u00e7\u00fcm\u00fcnde en \u00e7ok tercih edilen y\u00f6ntem, y\u00f6netiminin ve \u00f6l\u00e7\u00fclmesinin kolay olmas\u0131 nedeniyle d\u00fczenli olarak \u00e7\u0131k\u0131lan \u201cM\u00fc\u015fteri Memnuniyet Anketleri\u201ddir. Bu anketler, m\u00fc\u015fteri kitlesi, m\u00fc\u015fteri yolculu\u011fu haritalar\u0131 gibi gruplamalara g\u00f6re haz\u0131rlan\u0131p, her bir ad\u0131mda m\u00fc\u015fterilere g\u00f6nderilerek geribildirimleri istenir.<\/p>\r\n\r\n\r\n\r\n<p>Anketlerde gelen geribildirimlerle birlikte, m\u00fc\u015fteri memnuniyetini say\u0131sal olarak \u00f6l\u00e7ebilmek ad\u0131na baz\u0131 metrikler de hesaplamalara dahil edilmektedir. Bu metrikler sayesinde kurumlar, M\u00fc\u015fteri memnuniyetinde mevcut durumlar\u0131n\u0131 ge\u00e7mi\u015f d\u00f6nemlerle k\u0131yaslay\u0131p, bu sonu\u00e7lara g\u00f6re aksiyonlar\u0131n\u0131 \u00e7\u0131kartmaktad\u0131r. En \u00e7ok kullan\u0131lan metrikleri a\u015fa\u011f\u0131da sizler i\u00e7in \u00f6zetledik.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong><em><u>CSAT Score (M\u00fc\u015fteri Memnuniyet Skoru)<\/u><\/em><\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>M\u00fc\u015fteri Memnuniyet Skoru evrensel bir metrik olup, daha \u00e7ok kurumlar\u0131n m\u00fc\u015fteri ile olan her bir s\u00fcreci sonunda ald\u0131klar\u0131 aksiyonlar\u0131n etkinli\u011fini de\u011ferlendirmek i\u00e7in kullan\u0131l\u0131r.<\/p>\r\n\r\n\r\n\r\n<p>M\u00fc\u015fteriye y\u00f6neltilen soruda, m\u00fc\u015fteriden ilgili servis\/hizmetle alakal\u0131 1 ila 5 aras\u0131nda memnuniyetini belirten bir skor vermesi beklenir. 1 skoru en y\u00fcksek d\u00fczeyde memnuniyetsizlik belirten bir skorken, 5 ise m\u00fc\u015fterinin en \u00e7ok memnun oldu\u011fu skoru temsil eder. T\u00fcm bu s\u00fcrecin sonunda 4 ila 5 puan veren m\u00fc\u015fterilerin say\u0131s\u0131, toplam cevap verenlerin say\u0131s\u0131na oranlanarak M\u00fc\u015fteri Memnuniyet Skoru hesaplan\u0131r.<\/p>\r\n\r\n\r\n\r\n<p>\u00d6rnek:<\/p>\r\n\r\n\r\n\r\n<p>Alm\u0131\u015f oldu\u011funuz hizmetten ne derece memnun oldu\u011funuzu belirtir misiniz?<\/p>\r\n\r\n\r\n\r\n<ol class=\"wp-block-list\" style=\"list-style-type: 1;\">\r\n<li>\u00c7ok K\u00f6t\u00fc<\/li>\r\n\r\n\r\n\r\n<li>K\u00f6t\u00fc<\/li>\r\n\r\n\r\n\r\n<li>Orta<\/li>\r\n\r\n\r\n\r\n<li>\u0130yi<\/li>\r\n\r\n\r\n\r\n<li>\u00c7ok \u0130yi<\/li>\r\n<\/ol>\r\n\r\n\r\n\r\n<p>Anketi cevaplayan 100 ki\u015fiden 70\u2019inin, 4 ve 5 puan vermesi durumunda M\u00fc\u015fteri Memnuniyeti Skoru %70 olarak hesaplanacakt\u0131r.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong><em><u>Net Promoter Score (NPS-Net Promosyoncu Puan\u0131)<\/u><\/em><\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>Bir di\u011fer evrensel metrik olan NPS anketlerde s\u0131k\u00e7a kullan\u0131lmakta olup, hizmeti\/servisi\/\u00fcr\u00fcn\u00fc alan kullan\u0131c\u0131lar\u0131n ald\u0131klar\u0131 bu hizmeti\/servisi\/\u00fcr\u00fcn\u00fc ba\u015fka ki\u015filere tavsiye edip\/etmeme durumlar\u0131 \u00fczerinden hesaplanmaktad\u0131r.<\/p>\r\n\r\n\r\n\r\n<p>0 ile 10 aras\u0131nda bir skalada yer alan puanlama sisteminde 9 ve 10 puan veren ki\u015filer \u00fcr\u00fcn\u00fcn \u201cdestek\u00e7iler\u201di olarak g\u00f6r\u00fcl\u00fcrken, 7 ve 8 puan veren ki\u015filer \u201cpasifler\u201d, 1 ila 6 puan aras\u0131nda puan veren ki\u015filer \u201ck\u00f6t\u00fcleyenler\u201d olarak adland\u0131r\u0131l\u0131r.<\/p>\r\n\r\n\r\n\r\n<p>Anket sonucunda a\u015fa\u011f\u0131da yer alan form\u00fcl do\u011frultusunda kurumun NPS skoru ortaya \u00e7\u0131kar.<\/p>\r\n\r\n\r\n\r\n<p><strong>NPS = (Destek\u00e7iler \u2013 K\u00f6t\u00fcleyenler) \/ (Toplam Yan\u0131tlayan Say\u0131s\u0131) x 100<\/strong><\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong><em><u>Customer Effort Score (M\u00fc\u015fteri Eforu Skoru)<\/u><\/em><\/strong><u><\/u><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>M\u00fc\u015fteri Eforu Skoru daha \u00e7ok m\u00fc\u015fterilerin i\u015fletmenizin hizmetleri ve \u00fcr\u00fcnleriyle etkile\u015fim kurmak i\u00e7in g\u00f6sterdi\u011fi \u00e7abalara odaklanan bir metriktir. Bu metri\u011fi \u00f6l\u00e7erek, kurumlar \u00fcr\u00fcne\/service ve hizmete eri\u015fim s\u00fcre\u00e7lerinde ya\u015fanan memnuniyetsizlikleri tespit ederek iyile\u015ftirmeyi hedeflerler.<\/p>\r\n\r\n\r\n\r\n<p>\u00d6rnek:<\/p>\r\n\r\n\r\n\r\n<p>Destek ekibine ula\u015fma s\u00fcreciniz nas\u0131ld\u0131?<\/p>\r\n\r\n\r\n\r\n<p>1-\u00c7ok Zor<\/p>\r\n\r\n\r\n\r\n<p>2-Zor<\/p>\r\n\r\n\r\n\r\n<p>3-Orta<\/p>\r\n\r\n\r\n\r\n<p>4-Kolay<\/p>\r\n\r\n\r\n\r\n<p>5-\u00c7ok Kolay<\/p>\r\n\r\n\r\n\r\n<p>Bu anketin sonucunda yine gerekli hesaplamalar yap\u0131larak, m\u00fc\u015fteriye en az eforu sarf ettirerek en iyi hizmetin nas\u0131l verilebilece\u011fi, verilen geribildirimle birlikte de\u011ferlendirilebilmektedir.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>Artiwise Yapay Zeka ile S\u00fcrd\u00fcr\u00fclebilir M\u00fc\u015fteri Memnuniyeti<\/strong><\/h2>\r\n\r\n\r\n\r\n<p>Anketler M\u00fc\u015fteri Memnuniyet \u00f6l\u00e7\u00fcm\u00fcnde do\u011fru kullan\u0131ld\u0131\u011f\u0131 zaman \u00f6nemli \u00e7\u0131kar\u0131mlar yapabilece\u011finiz bir ara\u00e7 olarak \u00f6ne \u00e7\u0131kmaktad\u0131r. Fakat, tek ba\u015f\u0131na memnuniyet \u00f6l\u00e7\u00fcm\u00fcnde ve s\u00fcrd\u00fcr\u00fclebilirli\u011fin sa\u011flanmas\u0131nda yeterli de\u011fildir.<\/p>\r\n\r\n\r\n\r\n<p>M\u00fc\u015fteriler art\u0131k \u00fcr\u00fcn\/hizmet ve servislerle ilgili t\u00fcm d\u00fc\u015f\u00fcnc\u00fclerini, memnuniyetsizliklerini ve \u00f6nerilerini e-ticaret platformlar\u0131nda online yorumlar, sosyal medya, \u015fikayet siteleri, \u00e7a\u011fr\u0131 merkezleri, firman\u0131n web sitesi vb. gibi bir \u00e7ok farkl\u0131 ileti\u015fim kanal\u0131ndan bildirmekteler. Dolay\u0131s\u0131yla bu kanallar\u0131n da analize kat\u0131lmas\u0131n\u0131n s\u00fcrd\u00fcr\u00fclebilir M\u00fc\u015fteri memnuniyetini sa\u011flaman\u0131n anahtarlar\u0131ndan bir tanesi oldu\u011funu s\u00f6ylememiz do\u011fru olacakt\u0131r. Artiwise d\u00f6rt ad\u0131mda size s\u00fcrd\u00fcr\u00fclebilir M\u00fc\u015fteri memnuniyeti sa\u011flaman\u0131zda destek olur. \u0130lk olarak, sizin t\u00fcm M\u00fc\u015fteri etkile\u015fim kanallar\u0131n\u0131z\u0131 dinlerken, web \u00fczerinde sizin hakk\u0131n\u0131zda s\u00f6ylenen t\u00fcm yorumlar\u0131 da crawl ederek tek bir platformda analiz etmeye haz\u0131r hale getirir. Dinledi\u011fimiz kanallar\u0131n\u0131zdan gelen her bildirimin konusunu ve duygu durumunu, sekt\u00f6r\u00fcn\u00fcze \u00f6zg\u00fc yapay zeka modelleriyle belirler, m\u00fc\u015fterilerinizi iyi anlaman\u0131z\u0131 sa\u011flar. K\u00f6k neden analizlerini ger\u00e7ekle\u015ftirip, duygu da\u011f\u0131l\u0131m\u0131, d\u00f6nemsel kar\u015f\u0131la\u015ft\u0131rma raporlar\u0131 ve geli\u015fmi\u015f filtrelemelerle m\u00fc\u015fteri i\u00e7g\u00f6r\u00fclerini \u00e7\u0131kar\u0131p, aksiyonlar\u0131n\u0131z\u0131 belirlerken,\u00a0 belirledi\u011finiz aksiyonlar\u0131, sizin ve m\u00fc\u015fteriniz i\u00e7in kritik olan konularda ya\u015fanan de\u011fi\u015fimleri ilgili t\u00fcm departman ve \u015fubelere proaktif olarak bildirir. B\u00f6ylece t\u00fcm M\u00fc\u015fteri i\u00e7g\u00f6r\u00fclerini yak\u0131ndan takip edebilir, t\u00fcm kanallardan gelen veriler do\u011frultusunda M\u00fc\u015fteri memnuniyet skorlar\u0131n\u0131z\u0131 daha do\u011fru ve ger\u00e7ek\u00e7i bir \u015fekilde g\u00f6rebilirsiniz.<\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>G\u00fcn\u00fcm\u00fczde var olan i\u015flerin b\u00fcy\u00fcmesi i\u00e7in yeni m\u00fc\u015fterilerin elde edilmesi ne kadar \u00f6nemliyse, var olan m\u00fc\u015fterilerin memnuniyetini sa\u011flamak bir o kadar kritik. Bir \u00e7ok kurumun ayn\u0131 m\u00fc\u015fteri profilini hedefledi\u011fini g\u00f6z \u00f6n\u00fcnde bulundurdu\u011fumuzda, m\u00fc\u015fterinin rekabette ne kadar de\u011ferli ve g\u00fc\u00e7l\u00fc oldu\u011funu rahatl\u0131kla anlayabiliyoruz. Bu y\u00fczden kurumlar s\u0131kl\u0131kla var olan M\u00fc\u015fterilerinin memnuniyetini \u00f6l\u00e7erek, eksikliklerini ve iyi olduklar\u0131 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2680,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[110],"tags":[],"sektor":[133],"class_list":["post-1924","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-post","sektor-cx-genel"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>M\u00fc\u015fteri Memnuniyeti Nedir? | Artiwise<\/title>\n<meta name=\"description\" content=\"M\u00fc\u015fteri memnuniyeti kavram\u0131n\u0131 derinlemesine ke\u015ffedin. 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