{"id":6248,"date":"2025-11-03T11:03:19","date_gmt":"2025-11-03T11:03:19","guid":{"rendered":"https:\/\/artiwise.com\/tr\/?p=6248"},"modified":"2026-02-27T08:15:28","modified_gmt":"2026-02-27T08:15:28","slug":"otomotivde-musteri-memnuniyetinin-yeni-gucu-deneyim-yonetimi-artiwise-cxm","status":"publish","type":"post","link":"https:\/\/artiwise.com\/tr\/2025\/11\/03\/otomotivde-musteri-memnuniyetinin-yeni-gucu-deneyim-yonetimi-artiwise-cxm\/","title":{"rendered":"Direksiyon Ba\u015f\u0131nda De\u011fil, Deneyimin Ba\u015f\u0131nda: Otomotivde M\u00fc\u015fteri Memnuniyetinin Yeni G\u00fcc\u00fc"},"content":{"rendered":"<p>Otomotiv sekt\u00f6r\u00fc uzun y\u0131llar boyunca rekabeti motor g\u00fcc\u00fc, tasar\u0131m ve fiyat ekseninde y\u00fcr\u00fctt\u00fc. Ancak bug\u00fcn art\u0131k oyunun kurallar\u0131 de\u011fi\u015fti. M\u00fc\u015fteriler i\u00e7in bir ara\u00e7 yaln\u0131zca A noktas\u0131ndan B noktas\u0131na gitmenin yolu de\u011fil; ki\u015fisel kimliklerinin bir yans\u0131mas\u0131, g\u00fcven duygusunun kayna\u011f\u0131 ve dijital ya\u015famlar\u0131n\u0131n uzant\u0131s\u0131. \u0130\u015fte bu y\u00fczden otomotivde as\u0131l g\u00fc\u00e7 art\u0131k direksiyon ba\u015f\u0131nda de\u011fil, <strong>m\u00fc\u015fteri deneyiminin ba\u015f\u0131nda<\/strong>.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Dijitalle\u015fmenin Getirdi\u011fi Yeni Yol Haritas\u0131<\/strong><\/h4>\n<p>&nbsp;<\/p>\n<p>Dijital d\u00f6n\u00fc\u015f\u00fcm, otomotiv sekt\u00f6r\u00fcnde m\u00fc\u015fteri beklentilerini k\u00f6kten de\u011fi\u015ftirdi. Eskiden showroom ziyaretleriyle ba\u015flayan sat\u0131n alma yolculu\u011fu, art\u0131k internet ara\u015ft\u0131rmalar\u0131yla ba\u015fl\u0131yor. Potansiyel al\u0131c\u0131lar sosyal medya yorumlar\u0131n\u0131 inceliyor, video incelemeleri izliyor ve mobil uygulamalar \u00fczerinden markalarla ileti\u015fim kuruyor. <a href=\"https:\/\/www.pwc.com\/us\/en\/services\/consulting\/business-transformation\/future-customer-experience-is-supply-chain\">PwC\u2019nin Global Otomotiv T\u00fcketici Ara\u015ft\u0131rmas\u0131<\/a>\u2019na g\u00f6re, t\u00fcketicilerin %50\u2019si ara\u00e7 sat\u0131n alma s\u00fcrecinde dijital deneyimi fiziksel deneyim kadar \u00f6nemli g\u00f6r\u00fcyor. Bu veri, dijitalle\u015fmenin yaln\u0131zca bir ek hizmet de\u011fil, m\u00fc\u015fteri karar s\u00fcre\u00e7lerinin merkezinde oldu\u011funu g\u00f6steriyor.<\/p>\n<p>Bir showroom deneyimi kusursuz olabilir, fakat dijital temas noktalar\u0131nda aksayan bir s\u00fcre\u00e7, markan\u0131n t\u00fcm alg\u0131s\u0131n\u0131 olumsuz etkileyebiliyor. Dolay\u0131s\u0131yla <strong>m\u00fc\u015fteri deneyimi y\u00f6netimi<\/strong> art\u0131k b\u00fct\u00fcnc\u00fcl bir yakla\u015f\u0131m gerektiriyor.<\/p>\n<h4><\/h4>\n<h4><strong>Sat\u0131\u015f Sonras\u0131ndan Ya\u015fam Boyu Deneyime<\/strong><\/h4>\n<p>&nbsp;<\/p>\n<p>M\u00fc\u015fteri yolculu\u011fu ara\u00e7 teslimiyle bitmiyor, aksine as\u0131l orada ba\u015fl\u0131yor. Sat\u0131\u015f sonras\u0131 hizmetler, bak\u0131m s\u00fcre\u00e7leri, garanti kapsam\u0131, servis kolayl\u0131\u011f\u0131 ve \u00e7a\u011fr\u0131 merkezi deneyimi, m\u00fc\u015fteri memnuniyetini s\u00fcrd\u00fcr\u00fclebilir k\u0131lmak i\u00e7in kritik hale geliyor.<\/p>\n<p>McKinsey\u2019in ara\u015ft\u0131rmalar\u0131na g\u00f6re, m\u00fc\u015fteri deneyimine yat\u0131r\u0131m yapan otomotiv \u015firketleri m\u00fc\u015fteri sadakatinde %30 art\u0131\u015f yakal\u0131yor. Bu rakam, sat\u0131\u015f sonras\u0131 s\u00fcre\u00e7lerdeki k\u00fc\u00e7\u00fck detaylar\u0131n bile uzun vadeli ba\u011fl\u0131l\u0131k yaratt\u0131\u011f\u0131n\u0131 kan\u0131tl\u0131yor. \u00c7\u00fcnk\u00fc t\u00fcketiciler i\u00e7in sat\u0131n ald\u0131klar\u0131 araba yaln\u0131zca bir \u00fcr\u00fcn de\u011fil; uzun y\u0131llar boyunca g\u00fcven duyacaklar\u0131 bir yol arkada\u015f\u0131d\u0131r.<\/p>\n<p>Bu noktada devreye <strong>duygu analizi<\/strong> giriyor. Servis s\u0131ras\u0131nda \u201cbekletildim\u201d diyen bir m\u00fc\u015fteri yaln\u0131zca hizmet h\u0131z\u0131n\u0131 de\u011fil, markan\u0131n kendisine verdi\u011fi de\u011feri sorguluyor. O nedenle m\u00fc\u015fteri memnuniyetini \u00f6l\u00e7mek i\u00e7in sadece anket skorlar\u0131na de\u011fil, duygusal ba\u011fa da bakmak gerekiyor.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Deneyimin Yeni Yak\u0131t\u0131: Veri ve Duygu<\/strong><\/h4>\n<p>&nbsp;<\/p>\n<p>Otomotivde m\u00fc\u015fteri deneyimini s\u00fcrd\u00fcr\u00fclebilir k\u0131lman\u0131n yolu, veriyi duyguyla birle\u015ftirmekten ge\u00e7iyor. Kullan\u0131c\u0131 yorumlar\u0131, \u00e7a\u011fr\u0131 merkezi kay\u0131tlar\u0131, sosyal medya etkile\u015fimleri gibi da\u011f\u0131n\u0131k kaynaklardan toplanan geri bildirimler, yapay zek\u00e2 ile analiz edildi\u011finde g\u00fc\u00e7l\u00fc bir yol haritas\u0131 sunuyor.<\/p>\n<p>Steve Jobs\u2019un dedi\u011fi gibi:<\/p>\n<p>\u201cYou\u2019ve got to start with the customer experience and work back toward the technology, not the other way around.\u201d<\/p>\n<p>Bu yakla\u015f\u0131m, teknolojiyi deneyimin hizmetine sokuyor. Yani as\u0131l mesele veriyi toplamak de\u011fil, veriden m\u00fc\u015fteri memnuniyetini besleyecek aksiyonlar \u00fcretmek.<\/p>\n<p>Burada bir di\u011fer g\u00fc\u00e7l\u00fc hat\u0131rlatma da Jerry Gregoire\u2019dan geliyor:<\/p>\n<p>\u201cThe customer experience is the next competitive battleground.\u201d<\/p>\n<p>Bug\u00fcn art\u0131k markalar, yaln\u0131zca h\u0131zlanan motorlarla de\u011fil; sunduklar\u0131 deneyimle \u00f6ne \u00e7\u0131k\u0131yor.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Sekt\u00f6rde Dikkat \u00c7eken \u0130ki E\u011filim<\/strong><\/h4>\n<p>&nbsp;<\/p>\n<ol>\n<li><strong>Ki\u015fiselle\u015ftirilmi\u015f Deneyim:<\/strong> Her m\u00fc\u015fteri ayn\u0131 ihtiya\u00e7lara sahip de\u011fil. Filo y\u00f6neticisi farkl\u0131 beklentilere odaklan\u0131rken, bireysel kullan\u0131c\u0131 daha \u00e7ok kullan\u0131m kolayl\u0131\u011f\u0131na odaklan\u0131yor. Segment bazl\u0131 analizler, bu farkl\u0131 beklentilerin y\u00f6netilmesini sa\u011fl\u0131yor.<\/li>\n<li><strong>Tutarl\u0131l\u0131k Aray\u0131\u015f\u0131:<\/strong> M\u00fc\u015fteriler showroom\u2019daki g\u00fcler y\u00fcz\u00fc mobil uygulamada da g\u00f6rmek istiyor. Tutarl\u0131 bir deneyim, g\u00fcven duygusunu peki\u015ftiriyor. PwC\u2019nin raporuna g\u00f6re m\u00fc\u015fterilerin %86\u2019s\u0131 daha iyi bir deneyim i\u00e7in fazladan \u00f6deme yapmaya haz\u0131r. Bu da memnuniyetin, fiyat\u0131n \u00f6tesinde bir rekabet unsuru oldu\u011funu g\u00f6steriyor.<\/li>\n<li><\/li>\n<\/ol>\n<h4><strong>Artiwise CXM ile Deneyimin Ba\u015f\u0131nda Olmak<\/strong><\/h4>\n<p>&nbsp;<\/p>\n<p>T\u00fcm bu d\u00f6n\u00fc\u015f\u00fcmde markalar\u0131n yan\u0131nda g\u00fc\u00e7l\u00fc bir \u00e7\u00f6z\u00fcm orta\u011f\u0131 gerekiyor. \u0130\u015fte burada <strong>Artiwise CXM<\/strong> devreye giriyor.<\/p>\n<p>Artiwise CXM, otomotiv \u015firketlerinin farkl\u0131 temas noktalar\u0131ndan gelen geri bildirimleri \u2014 sosyal medya, \u00e7a\u011fr\u0131 merkezi, servis kay\u0131tlar\u0131, anketler ve uygulama yorumlar\u0131 \u2014 <strong>tek bir \u00e7at\u0131 alt\u0131nda toplar<\/strong>. Platform, yapay zek\u00e2 destekli analizleriyle:<\/p>\n<ul>\n<li><strong>Duygu skorlar\u0131n\u0131<\/strong> hesaplayarak m\u00fc\u015fterilerin ruh halini ortaya koyar,<\/li>\n<li><strong>K\u00f6k neden analizi<\/strong> ile \u015fikayetlerin ard\u0131ndaki ger\u00e7ek sebepleri netle\u015ftirir,<\/li>\n<li><strong>M\u00fc\u015fteri yolculu\u011funu ba\u015ftan sona haritalar<\/strong>,<\/li>\n<li><strong>Aksiyon planlama mod\u00fcl\u00fc<\/strong> sayesinde al\u0131nan verileri somut ad\u0131mlara d\u00f6n\u00fc\u015ft\u00fcr\u00fcr.<\/li>\n<\/ul>\n<p>Sonu\u00e7 olarak otomotiv markalar\u0131, yaln\u0131zca ara\u00e7 de\u011fil; g\u00fcven ve sadakat \u00fcreten bir deneyim liderine d\u00f6n\u00fc\u015f\u00fcr.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Sonu\u00e7<\/strong><\/h4>\n<p>Direksiyon ba\u015f\u0131nda olmak art\u0131k yeterli de\u011fil. Otomotiv sekt\u00f6r\u00fcnde rekabetin yeni g\u00fcc\u00fc, <strong>m\u00fc\u015fteri deneyimi y\u00f6netimi<\/strong> ile m\u00fc\u015fteri memnuniyetini s\u00fcrd\u00fcr\u00fclebilir k\u0131lmak. Dijitalle\u015fme, sat\u0131\u015f sonras\u0131 s\u00fcre\u00e7lerin yeniden tan\u0131mlanmas\u0131 ve duygusal ba\u011flar\u0131n g\u00fc\u00e7lendirilmesiyle, markalar yaln\u0131zca \u00fcr\u00fcn satm\u0131yor; kal\u0131c\u0131 ili\u015fkiler in\u015fa ediyor.<\/p>\n<p><strong>Artiwise CXM<\/strong>, bu yolculukta markalar\u0131n direksiyonunu deneyime \u00e7evirmesine yard\u0131mc\u0131 oluyor. Veri ve duyguyu ayn\u0131 potada birle\u015ftiren yap\u0131s\u0131yla, otomotivde m\u00fc\u015fteri memnuniyetini yeni bir rekabet avantaj\u0131na d\u00f6n\u00fc\u015ft\u00fcr\u00fcyor.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Otomotiv sekt\u00f6r\u00fc uzun y\u0131llar boyunca rekabeti motor g\u00fcc\u00fc, tasar\u0131m ve fiyat ekseninde y\u00fcr\u00fctt\u00fc. Ancak bug\u00fcn art\u0131k oyunun kurallar\u0131 de\u011fi\u015fti. M\u00fc\u015fteriler i\u00e7in bir ara\u00e7 yaln\u0131zca A noktas\u0131ndan B noktas\u0131na gitmenin yolu de\u011fil; ki\u015fisel kimliklerinin bir yans\u0131mas\u0131, g\u00fcven duygusunun kayna\u011f\u0131 ve dijital ya\u015famlar\u0131n\u0131n uzant\u0131s\u0131. \u0130\u015fte bu y\u00fczden otomotivde as\u0131l g\u00fc\u00e7 art\u0131k direksiyon ba\u015f\u0131nda de\u011fil, m\u00fc\u015fteri deneyiminin ba\u015f\u0131nda. [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":4899,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[110],"tags":[],"sektor":[131],"class_list":["post-6248","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>Direksiyon Ba\u015f\u0131nda De\u011fil, Deneyimin Ba\u015f\u0131nda: Otomotivde M\u00fc\u015fteri Memnuniyetinin Yeni G\u00fcc\u00fc - Artiwise<\/title>\n<meta name=\"description\" content=\"Otomotivde m\u00fc\u015fteri deneyimi y\u00f6netiminin yeni g\u00fcc\u00fcn\u00fc ke\u015ffedin. Veriye dayal\u0131 stratejiler ve Artiwise CXM ile s\u00fcrd\u00fcr\u00fclebilir m\u00fc\u015fteri memnuniyeti sa\u011flay\u0131n.\" \/>\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\/11\/03\/otomotivde-musteri-memnuniyetinin-yeni-gucu-deneyim-yonetimi-artiwise-cxm\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Direksiyon Ba\u015f\u0131nda De\u011fil, Deneyimin Ba\u015f\u0131nda: Otomotivde M\u00fc\u015fteri Memnuniyetinin Yeni G\u00fcc\u00fc - Artiwise\" \/>\n<meta property=\"og:description\" content=\"Otomotivde m\u00fc\u015fteri deneyimi y\u00f6netiminin yeni g\u00fcc\u00fcn\u00fc ke\u015ffedin. 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