{"id":5954,"date":"2025-08-21T13:42:56","date_gmt":"2025-08-21T13:42:56","guid":{"rendered":"https:\/\/artiwise.com\/tr\/?p=5954"},"modified":"2026-02-27T08:15:28","modified_gmt":"2026-02-27T08:15:28","slug":"arac-kalitesi-yetmiyor-servis-bayi-ve-dijitalde-uctan-uca-cx-tasarimi-nasil-kurulur","status":"publish","type":"post","link":"https:\/\/artiwise.com\/tr\/2025\/08\/21\/arac-kalitesi-yetmiyor-servis-bayi-ve-dijitalde-uctan-uca-cx-tasarimi-nasil-kurulur\/","title":{"rendered":"Ara\u00e7 Kalitesi Yetmiyor: Servis, Bayi ve Dijitalde U\u00e7tan Uca CX Tasar\u0131m\u0131 Nas\u0131l Kurulur?"},"content":{"rendered":"<p>Uzun zamand\u0131r otomotiv sekt\u00f6r\u00fcnde ara\u00e7 kalitesi, m\u00fc\u015fteri tercihinde ba\u015frol\u00fc oynuyordu. Ancak art\u0131k bu d\u00f6nem geride kald\u0131. 2025\u2019in ikinci yar\u0131s\u0131yla birlikte <strong>m\u00fc\u015fteri deneyimi (CX)<\/strong>, ara\u00e7 performans\u0131n\u0131n \u00f6n\u00fcne ge\u00e7meye ba\u015flad\u0131. Neden mi? \u00c7\u00fcnk\u00fc m\u00fc\u015fteri, sat\u0131n alma \u00f6ncesinden ba\u015flayarak servisteki deneyime, dijital kanallardaki etkile\u015fimden \u00e7a\u011fr\u0131 merkezine kadar t\u00fcm s\u00fcreci bir b\u00fct\u00fcn olarak de\u011ferlendiriyor.<\/p>\n<p>Yani art\u0131k sadece iyi bir ara\u00e7 \u00fcretmek yetmiyor. <strong>M\u00fc\u015fteri deneyimi y\u00f6netimi<\/strong>, markalar\u0131n rekabet \u00fcst\u00fcnl\u00fc\u011f\u00fc sa\u011flayabilmesi i\u00e7in en kritik unsur haline geldi. Bu blogda, otomotiv sekt\u00f6r\u00fcnde servis, bayi ve dijital temas noktalar\u0131n\u0131 birle\u015ftiren <strong>u\u00e7tan uca m\u00fc\u015fteri deneyimi<\/strong> tasar\u0131m\u0131n\u0131n nas\u0131l kurulabilece\u011fini ele al\u0131yoruz.<\/p>\n<p>&nbsp;<\/p>\n<ol>\n<li>\n<h4><strong> M\u00fc\u015fterinin Sesi: Sadece Ara\u00e7la \u0130lgili De\u011fil<\/strong><\/h4>\n<\/li>\n<\/ol>\n<p>Otomotivde m\u00fc\u015fteri geri bildirimlerinin \u00f6nemli k\u0131sm\u0131 arac\u0131n performans\u0131ndan de\u011fil; sat\u0131\u015f s\u00fcreci, bayi \u00e7al\u0131\u015fanlar\u0131n\u0131n yakla\u015f\u0131m\u0131, servis randevular\u0131n\u0131n y\u00f6netimi, dijital platformlar\u0131n kullan\u0131\u015fl\u0131l\u0131\u011f\u0131 gibi \u00e7evresel deneyimlerden geliyor.<\/p>\n<p><strong>M\u00fc\u015fterinin sesi (VoC)<\/strong> do\u011fru y\u00f6netilmedi\u011finde, marka sadakati d\u00fc\u015f\u00fcyor, tekrar sat\u0131n alma oran\u0131 azal\u0131yor ve negatif yorumlar \u00e7o\u011fal\u0131yor.<\/p>\n<p><a href=\"https:\/\/www.capgemini.com\/insights\/research-library\/customer-experience-in-automotive\/\">Capgemini\u2019nin ara\u015ft\u0131rmas\u0131na<\/a> g\u00f6re, otomotiv m\u00fc\u015fterilerinin %57\u2019si sat\u0131\u015f sonras\u0131 hizmetlerden memnun kalmad\u0131klar\u0131nda 6\u201318 ay i\u00e7inde ba\u015fka bir markaya ge\u00e7meyi d\u00fc\u015f\u00fcn\u00fcyor. Veriler, otomotiv m\u00fc\u015fterilerinin yar\u0131s\u0131ndan fazlas\u0131n\u0131n sat\u0131\u015f sonras\u0131 deneyimlerinden tatmin olmad\u0131klar\u0131nda k\u0131sa s\u00fcrede marka de\u011fi\u015ftirmeye haz\u0131r oldu\u011funu ortaya koyuyor. Bu da sat\u0131\u015f sonras\u0131 s\u00fcre\u00e7lerin, m\u00fc\u015fteri sadakati ve s\u00fcrd\u00fcr\u00fclebilir b\u00fcy\u00fcme i\u00e7in en kritik temas noktalar\u0131ndan biri oldu\u011funu g\u00f6steriyor.<\/p>\n<p>Bu da demek oluyor ki, m\u00fc\u015fteri memnuniyeti sadece \u00fcr\u00fcn de\u011fil; t\u00fcm hizmet zincirini kapsayan bir yap\u0131da \u015fekilleniyor.<\/p>\n<p>&nbsp;<\/p>\n<ol start=\"2\">\n<li>\n<h4><strong> Sat\u0131\u015f An\u0131 De\u011fil, Sat\u0131n Alma S\u00fcreci Y\u00f6netilmeli<\/strong><\/h4>\n<\/li>\n<\/ol>\n<p>Bir m\u00fc\u015fteri arac\u0131n\u0131 sat\u0131n almaya karar verdi\u011finde, ilk temas noktas\u0131 genellikle dijital kanallar oluyor. Web sitesi, mobil uygulama, fiyat hesaplay\u0131c\u0131lar ve online test s\u00fcr\u00fc\u015f\u00fc talepleri\u2026 T\u00fcm bu ad\u0131mlar, CX\u2019in ba\u015flad\u0131\u011f\u0131 noktalar.<\/p>\n<p>Sat\u0131n alma s\u00fcrecindeki temas noktalar\u0131:<\/p>\n<ul>\n<li><strong>Online Ara\u015ft\u0131rma:<\/strong> Site aray\u00fcz\u00fc, kampanyalar\u0131n netli\u011fi, ara\u00e7 kar\u015f\u0131la\u015ft\u0131rma sayfalar\u0131<\/li>\n<li><strong>Showroom Ziyareti:<\/strong> Bayi \u00e7al\u0131\u015fanlar\u0131n\u0131n ilgisi, test s\u00fcr\u00fc\u015f\u00fc kolayl\u0131\u011f\u0131<\/li>\n<li><strong>Sat\u0131\u015f Sonras\u0131 \u0130leti\u015fim:<\/strong> Evrak s\u00fcre\u00e7lerinin \u015feffafl\u0131\u011f\u0131, anl\u0131k bilgilendirme<\/li>\n<\/ul>\n<p><strong>M\u00fc\u015fteri deneyimi y\u00f6netimi<\/strong>, bu temaslar\u0131n hepsini analiz ederek zay\u0131f halkalar\u0131 g\u00fc\u00e7lendirme ve tutarl\u0131 bir yolculuk sunma amac\u0131n\u0131 ta\u015f\u0131mal\u0131.<\/p>\n<p>&nbsp;<\/p>\n<ol start=\"3\">\n<li>\n<h4><strong> Servis Deneyimi: CX\u2019in En Kritik Temas Noktas\u0131<\/strong><\/h4>\n<\/li>\n<\/ol>\n<p>Servis s\u00fcreci, m\u00fc\u015fteri memnuniyeti \u00fczerinde belki de en kal\u0131c\u0131 etkiye sahip. Ara\u00e7la ilgili bir problem ya\u015fand\u0131\u011f\u0131nda, m\u00fc\u015fterinin ya\u015fad\u0131\u011f\u0131 duygusal k\u0131r\u0131lma do\u011fru y\u00f6netilmezse marka sadakati ciddi zarar g\u00f6rebilir.<\/p>\n<p><a href=\"https:\/\/www.ipsos.com\/en-vn\/customer-experience-and-quality-measurement-automotive\">Ipsos\u2019un analizine g\u00f6re<\/a>, m\u00fc\u015fterilerin yakla\u015f\u0131k %19,5\u2019i ya\u015fad\u0131klar\u0131 kalite\/sorun deneyimleri nedeniyle bir sonraki ara\u00e7 tercihini farkl\u0131 bir markadan yana kullan\u0131yor. Bu da \u2018Things Gone Wrong\u2019 (TGW) olarak tan\u0131mlanan aksakl\u0131klar\u0131n\u2014sat\u0131\u015f sonras\u0131 servis dahil\u2014m\u00fc\u015fteri sadakatini zedeleyen g\u00fc\u00e7l\u00fc bir fakt\u00f6r oldu\u011funu g\u00f6steriyor.<\/p>\n<p>Bu nedenle servis y\u00f6netimi \u015fu kriterlere g\u00f6re yap\u0131land\u0131r\u0131lmal\u0131:<\/p>\n<ul>\n<li>Randevu kolayl\u0131\u011f\u0131 (\u00f6zellikle mobil \u00fczerinden)<\/li>\n<li>Net fiyatland\u0131rma<\/li>\n<li>Ger\u00e7ek zamanl\u0131 bilgilendirme (SMS\/e-posta)<\/li>\n<li>M\u00fc\u015fterinin sesini servis sonras\u0131 \u00f6l\u00e7me ve h\u0131zl\u0131 aksiyon alma<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ol start=\"4\">\n<li>\n<h4><strong>Dijital Kanallarda CX: Sade, H\u0131zl\u0131 ve Ki\u015fisel<\/strong><\/h4>\n<\/li>\n<\/ol>\n<p>2025 itibar\u0131yla Z ku\u015fa\u011f\u0131 da aktif ara\u00e7 al\u0131c\u0131s\u0131 konumuna geldi. Bu ku\u015fak, bilgiye h\u0131zl\u0131 ula\u015fmak, i\u015flemlerini mobilde tamamlamak ve ki\u015fisel kampanyalar g\u00f6rmek istiyor.<\/p>\n<p><a href=\"https:\/\/www.salesforce.com\/resources\/articles\/state-of-the-connected-customer\/\"><strong>Salesforce<\/strong><\/a>\u2019a g\u00f6re, t\u00fcketicilerin %76\u2019s\u0131, markayla olan dijital etkile\u015fimlerinin ki\u015fiselle\u015ftirilmi\u015f olmas\u0131 gerekti\u011fini d\u00fc\u015f\u00fcn\u00fcyor.<\/p>\n<p><strong>M\u00fc\u015fteri deneyimi y\u00f6netimi<\/strong>, dijitalde \u015fu alanlar\u0131 kapsamal\u0131:<\/p>\n<ul>\n<li>Kullan\u0131c\u0131 dostu mobil uygulama<\/li>\n<li>Ki\u015fiselle\u015ftirilmi\u015f bak\u0131m \u00f6nerileri<\/li>\n<li>Chatbot + canl\u0131 destek dengesi<\/li>\n<li>Sosyal medya \u015fik\u00e2yetlerinin entegre y\u00f6netimi<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ol start=\"5\">\n<li>\n<h4><strong> U\u00e7tan Uca CX Tasar\u0131m\u0131 \u0130\u00e7in Gerekli Altyap\u0131<\/strong><\/h4>\n<\/li>\n<\/ol>\n<p>Bir m\u00fc\u015fteri deneyimi haritas\u0131 \u00e7\u0131karmak, sadece ad\u0131mlar\u0131 yazmakla olmaz. Ger\u00e7ekten etkili bir <strong>m\u00fc\u015fteri deneyimi y\u00f6netimi<\/strong>, \u015fu unsurlarla desteklenmelidir:<\/p>\n<ul>\n<li><strong>Kanal ba\u011f\u0131ms\u0131z VoC altyap\u0131s\u0131<\/strong><\/li>\n<li><strong>K\u00f6k neden analizi<\/strong>: Neden memnun kal\u0131nmad\u0131? Sorunun kayna\u011f\u0131 ne?<\/li>\n<li><strong>Segmentasyon<\/strong>: Bayi bazl\u0131, servis t\u00fcr\u00fc bazl\u0131 ya da demografik k\u0131r\u0131l\u0131mlar<\/li>\n<li><strong>Ger\u00e7ek zamanl\u0131 duygu analizi<\/strong>: Temas an\u0131nda m\u00fc\u015fterinin ne hissetti\u011fini anlamak<\/li>\n<li><strong>Aksiyon planlay\u0131c\u0131<\/strong>: \u0130\u00e7g\u00f6r\u00fcleri sadece analiz etmek de\u011fil, aksiyona \u00e7evirmek<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.gartner.com\/en\/marketing\/topics\/customer-experience\"><strong>Gartner<\/strong><\/a>\u2019a g\u00f6re, u\u00e7tan uca CX stratejisi olan otomotiv markalar\u0131, rakiplerine g\u00f6re %25 daha fazla m\u00fc\u015fteri sadakati olu\u015fturuyor.<\/p>\n<p>&nbsp;<\/p>\n<ol start=\"6\">\n<li>\n<h4><strong> Artiwise CXM: Otomotivde B\u00fct\u00fcnsel M\u00fc\u015fteri Deneyimi \u0130\u00e7in G\u00fc\u00e7l\u00fc \u00c7\u00f6z\u00fcm<\/strong><\/h4>\n<\/li>\n<\/ol>\n<p>Otomotiv sekt\u00f6r\u00fcnde rekabet art\u0131k \u00fcr\u00fcn de\u011fil, deneyim d\u00fczeyinde ya\u015fan\u0131yor. Fark yaratmak i\u00e7in sadece arac\u0131 de\u011fil, deneyimi tasarlamak gerekiyor. \u0130\u015fte tam da bu noktada <strong>Artiwise CXM<\/strong>, markalara u\u00e7tan uca m\u00fc\u015fteri deneyimi in\u015fa etme f\u0131rsat\u0131 sunuyor.<\/p>\n<p><strong>Artiwise CXM Platformu<\/strong>, \u015fu avantajlar\u0131yla otomotiv markalar\u0131 i\u00e7in fark yarat\u0131r:<\/p>\n<ul>\n<li><strong>T\u00fcm kanallardan gelen m\u00fc\u015fteri geri bildirimlerini tek \u00e7at\u0131 alt\u0131nda toplar<\/strong><\/li>\n<li><strong>Servis, sat\u0131\u015f ve dijital deneyimleri analiz ederek segment bazl\u0131 i\u00e7g\u00f6r\u00fcler sunar<\/strong><\/li>\n<li><strong>Ger\u00e7ek zamanl\u0131 duygu ve k\u00f6k neden analizleriyle krizleri \u00f6nceden tespit eder<\/strong><\/li>\n<li><strong>Aksiyon planlay\u0131c\u0131 mod\u00fcl\u00fcyle i\u00e7g\u00f6r\u00fcy\u00fc sadece raporda b\u0131rakmaz, \u00e7\u00f6z\u00fcme ta\u015f\u0131r<\/strong><\/li>\n<\/ul>\n<p>Artiwise CXM hakk\u0131nda detayl\u0131 bilgi i\u00e7in hemen ileti\u015fim formunu doldurabilirsiniz.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Sonu\u00e7: Ara\u00e7 Kalitesi \u00d6nemli Ama Deneyim Belirleyici<\/strong><\/h4>\n<p>M\u00fc\u015fteri art\u0131k sadece arabaya de\u011fil, markan\u0131n sundu\u011fu deneyime yat\u0131r\u0131m yap\u0131yor. Bu deneyim; sat\u0131\u015f \u00f6ncesinden ba\u015flay\u0131p, bayide \u015fekillenip, serviste derinle\u015fip, dijitalde devam ediyor.<\/p>\n<p><strong>M\u00fc\u015fteri memnuniyeti<\/strong>, bu yolculuk boyunca hi\u00e7bir halkan\u0131n kopmamas\u0131yla m\u00fcmk\u00fcn olur.<\/p>\n<p><strong>M\u00fc\u015fteri deneyimi y\u00f6netimi<\/strong>, sadece bir temas noktas\u0131n\u0131 de\u011fil, t\u00fcm yolculu\u011fu kapsayan, s\u00fcrekli geli\u015fen ve veriyle beslenen bir strateji gerektirir.<\/p>\n<p><strong>Artiwise CXM<\/strong>, otomotiv sekt\u00f6r\u00fcnde t\u00fcm bu s\u00fcreci tek platformda y\u00f6netmek isteyen markalar i\u00e7in u\u00e7tan uca bir \u00e7\u00f6z\u00fcm sunar. Ara\u00e7 kalitesine deneyim kalitesini ekleyerek s\u00fcrd\u00fcr\u00fclebilir ba\u015far\u0131y\u0131 yakalamak art\u0131k m\u00fcmk\u00fcn.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Uzun zamand\u0131r otomotiv sekt\u00f6r\u00fcnde ara\u00e7 kalitesi, m\u00fc\u015fteri tercihinde ba\u015frol\u00fc oynuyordu. Ancak art\u0131k bu d\u00f6nem geride kald\u0131. 2025\u2019in ikinci yar\u0131s\u0131yla birlikte m\u00fc\u015fteri deneyimi (CX), ara\u00e7 performans\u0131n\u0131n \u00f6n\u00fcne ge\u00e7meye ba\u015flad\u0131. Neden mi? \u00c7\u00fcnk\u00fc m\u00fc\u015fteri, sat\u0131n alma \u00f6ncesinden ba\u015flayarak servisteki deneyime, dijital kanallardaki etkile\u015fimden \u00e7a\u011fr\u0131 merkezine kadar t\u00fcm s\u00fcreci bir b\u00fct\u00fcn olarak de\u011ferlendiriyor. Yani art\u0131k sadece iyi bir [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":5955,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[110],"tags":[],"sektor":[131],"class_list":["post-5954","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-post","sektor-otomotiv"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ara\u00e7 Kalitesi Yetmiyor: Servis, Bayi ve Dijitalde U\u00e7tan Uca CX Tasar\u0131m\u0131 Nas\u0131l Kurulur? - Artiwise<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/artiwise.com\/tr\/2025\/08\/21\/arac-kalitesi-yetmiyor-servis-bayi-ve-dijitalde-uctan-uca-cx-tasarimi-nasil-kurulur\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ara\u00e7 Kalitesi Yetmiyor: Servis, Bayi ve Dijitalde U\u00e7tan Uca CX Tasar\u0131m\u0131 Nas\u0131l Kurulur? - Artiwise\" \/>\n<meta property=\"og:description\" content=\"Uzun zamand\u0131r otomotiv sekt\u00f6r\u00fcnde ara\u00e7 kalitesi, m\u00fc\u015fteri tercihinde ba\u015frol\u00fc oynuyordu. Ancak art\u0131k bu d\u00f6nem geride kald\u0131. 2025\u2019in ikinci yar\u0131s\u0131yla birlikte m\u00fc\u015fteri deneyimi (CX), ara\u00e7 performans\u0131n\u0131n \u00f6n\u00fcne ge\u00e7meye ba\u015flad\u0131. Neden mi? \u00c7\u00fcnk\u00fc m\u00fc\u015fteri, sat\u0131n alma \u00f6ncesinden ba\u015flayarak servisteki deneyime, dijital kanallardaki etkile\u015fimden \u00e7a\u011fr\u0131 merkezine kadar t\u00fcm s\u00fcreci bir b\u00fct\u00fcn olarak de\u011ferlendiriyor. 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