{"id":800307,"date":"2022-04-05T10:16:29","date_gmt":"2022-04-05T10:16:29","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/alti-ipucu-cx-program-basarisi-icin-sali-cx-dusunceleri\/"},"modified":"2022-04-05T10:16:29","modified_gmt":"2022-04-05T10:16:29","slug":"alti-ipucu-cx-program-basarisi-icin-sali-cx-dusunceleri","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/tr\/alti-ipucu-cx-program-basarisi-icin-sali-cx-dusunceleri\/","title":{"rendered":"CX Program\u0131n\u0131n Ba\u015far\u0131s\u0131 i\u00e7in 6 \u0130pucu – Tuesday CX Thoughts"},"content":{"rendered":"

Bir \u015firket kurmak ve y\u00f6netmek kolay bir i\u015f de\u011fildir. \u00c7o\u011fumuz al\u0131\u015fveri\u015fe \u00e7\u0131karken, bir e\u011flenceye kat\u0131l\u0131rken veya bir araba sat\u0131n al\u0131rken bunu pek d\u00fc\u015f\u00fcnmeyiz. \u00dcr\u00fcn\u00fc m\u00fc\u015fterilerin eline ula\u015ft\u0131rman\u0131n \u00e7ok \u00f6tesine ge\u00e7er.<\/p>\n

M\u00fc\u015fterilerin istedikleri hizmetleri\/\u00fcr\u00fcnleri ald\u0131klar\u0131ndan emin olmak, teklifin de\u011ferini korumak ve k\u00e2rl\u0131 kalmak i\u00e7in her g\u00fcn binlerce karar al\u0131n\u0131yor.
\nM\u00fc\u015fteri deneyimi bu \u00fc\u00e7 alan\u0131 da etkileyen bir uygulamad\u0131r, ancak di\u011fer alanlar kontrol edilmeden kalabilirken genellikle bir b\u00fct\u00e7e kalemine indirgenir. Bu alanda \u00e7al\u0131\u015ft\u0131\u011f\u0131m s\u00fcre boyunca, yukar\u0131daki \u00fc\u00e7 fakt\u00f6rden ikisi genellikle bu b\u00fct\u00e7eyi etkiliyor: m\u00fc\u015fterilerimize istedikleri hizmetleri\/\u00fcr\u00fcnleri sunmak ve de\u011feri korumak (ister marka ister sat\u0131c\u0131 i\u00e7in \u00e7al\u0131\u015f\u0131yor olun, bunu k\u00e2rl\u0131 bir \u015fekilde yapmak uygulay\u0131c\u0131lar\u0131n sorumlulu\u011fundad\u0131r).<\/p>\n

CX Program\u0131n\u0131z\u0131n Ba\u015far\u0131s\u0131n\u0131 Art\u0131racak 6 Hack<\/h2>\n

E\u011fer i\u015finizde ba\u015far\u0131l\u0131 olmak istiyorsan\u0131z <\/span>
\n M\u00fc\u015fteri Deneyimi<\/span>
\n<\/a> program\u0131nda, de\u011ferin s\u00fcrekli olarak g\u00f6sterilmesi s\u00f6z konusudur. A\u015fa\u011f\u0131daki alt\u0131 tavsiyeye uyman\u0131z, sa\u011fl\u0131kl\u0131 bir ya\u015fam s\u00fcrd\u00fcrmenize yard\u0131mc\u0131 olacakt\u0131r. <\/span>

\n m\u00fc\u015fteri deneyimi stratejisi<\/span>
\n<\/a> \u00f6tesine ge\u00e7en <\/span>

\n M\u00fc\u015fterinin Sesi<\/span>
\n<\/a> ve i\u015fi geni\u015f \u00e7apta desteklemek.<\/span><\/p>\n

1. Yolculu\u011fu anlay\u0131n<\/span><\/h3>\n

Bu sezgisel olmal\u0131d\u0131r, ancak genellikle kar\u0131\u015f\u0131kl\u0131k i\u00e7inde kaybolur. M\u00fc\u015fteri deneyimi \u00f6l\u00e7\u00fcm\u00fcne yeni ba\u015flayan ya da program\u0131n\u0131 yenilemek isteyen bir \u015firketin yapt\u0131\u011f\u0131n\u0131 g\u00f6rd\u00fc\u011f\u00fcm en yayg\u0131n hata, m\u00fc\u015fteri deneyiminin ger\u00e7ek haritas\u0131n\u0131 \u00e7\u0131karmada ba\u015far\u0131s\u0131z olmakt\u0131r. <\/span>
\n m\u00fc\u015fteri yolculu\u011fu<\/span>
\n<\/a> ve g\u00fcncel tutun. <\/span> <\/p>\n

Ne s\u0131kl\u0131kla? Her ileti\u015fim veya reklam kanal\u0131 ekledi\u011finizde. <\/span>\u00dcr\u00fcn\u00fcn\u00fczde veya hizmetinizde yap\u0131lan her g\u00fcncellemede bir duyuru yap\u0131l\u0131r. Alan\u0131n\u0131za giren veya \u00e7\u0131kan her yeni rakip i\u00e7in.  <\/span><\/p>\n

Bu tam zamanl\u0131 bir i\u015f gibi g\u00f6r\u00fcnebilir, \u00f6zellikle de ilk kez ya da uzun bir s\u00fcre sonra ilk kez olacaksa.  Ancak, bunu s\u00fcrekli olarak g\u00fcncel tutarsan\u0131z, sadece k\u00fc\u00e7\u00fck ayarlamalar yapacak ve a\u015fa\u011f\u0131 y\u00f6nl\u00fc etkileri g\u00f6zden ge\u00e7ireceksiniz.  Bu, g\u00fcnl\u00fck etkiyi en aza indirecektir, ancak bunu kurulu\u015f genelinde d\u00fczenli olarak yenilemeye de \u00e7al\u0131\u015fmal\u0131s\u0131n\u0131z (bilirsiniz – BT’nin size yeni kripto para \u00f6deme sisteminden bahsetmeyi unutmas\u0131 ihtimaline kar\u015f\u0131).  <\/span><\/p>\n

2. \u00d6l\u00e7\u00fc<\/span><\/h3>\n

Bu \u00e7ok a\u00e7\u0131k g\u00f6r\u00fcnebilir (\u00f6zellikle de bir anket sa\u011flay\u0131c\u0131s\u0131ndan) ancak bir dinleme postas\u0131na sahip olmak yeterli de\u011fildir. \u0130ki mi? \u00dc\u00e7 m\u00fc? Yine de muhtemelen yeterli de\u011fil.  <\/span><\/p>\n

Genellikle “b\u00fcy\u00fck CX program\u0131n\u0131” uygulamaya koymaya o kadar tak\u0131l\u0131r\u0131z ki, d\u00fczinelerce program oldu\u011funu unuturuz. <\/span>
\n m\u00fc\u015fteri deneyimi temas noktalar\u0131<\/span>
\n<\/a> – ya da i\u015fimizi kolayla\u015ft\u0131rmak i\u00e7in onlar\u0131 \u00f6l\u00e7memeyi tercih edebiliriz. Yaln\u0131zca iki veya \u00fc\u00e7 b\u00fcy\u00fck temas noktas\u0131n\u0131 \u00f6l\u00e7meye odaklan\u0131rsan\u0131z, t\u00fcm m\u00fc\u015fterilerinizi dinlemiyor ve onlara yeterince dinleme mesaj\u0131 sunmuyorsunuz demektir.  <\/span><\/p>\n

QuestionPro’da size s\u0131n\u0131rs\u0131z anket vermemizin bir nedeni, m\u00fc\u015fterilerinizin anketlerinize geri bildirimde bulunabilmesini istememizdir. <\/span>
\n m\u00fc\u015fteri deneyimi yaz\u0131l\u0131m platformu<\/span>
\n<\/a> D\u00fc\u015f\u00fck hacimli bir temas noktas\u0131 olsa bile. Bu, “istatistiksel olarak ge\u00e7erli bir \u00f6rneklem elde etmek” de\u011fil, kararlar\u0131n\u0131z\u0131 bilgilendirmek i\u00e7in t\u00fcm yolculuktan gelen geri bildirimleri kullanmakla ilgilidir.<\/span><\/p>\n

Bug\u00fcn sahip oldu\u011funuz dinleme yay\u0131nlar\u0131n\u0131 g\u00f6z \u00f6n\u00fcnde bulundurun – sadece 10 y\u0131l \u00f6nce \u00e7o\u011fu \u015firket sosyal medyay\u0131 neredeyse hi\u00e7 kullanm\u0131yordu ve \u015fimdi \u00e7o\u011fu, hizmet endi\u015feleri ve promosyonlar i\u00e7in m\u00fc\u015fterilerle \u00e7ift y\u00f6nl\u00fc ileti\u015fim i\u00e7in kullan\u0131yor.<\/span><\/p>\n

3. \u00d6l\u00e7\u00fcm\u00fcn \u00f6tesine ge\u00e7in<\/span><\/h3>\n

\u015eu ger\u00e7ekle ba\u015flayay\u0131m – ben bir matematik\u00e7iyim. Ancak, M\u00fc\u015fteri Deneyimi g\u00f6sterge tablolar\u0131na ve raporlar\u0131na bakarken duymak istedi\u011fim son terim “istatistiksel olarak anlaml\u0131 fark”. Bu terim genellikle su\u00e7u sapt\u0131rmak veya i\u015ften ka\u00e7mak i\u00e7in g\u00fcndeme getirilir.  <\/span><\/p>\n

Bir m\u00fc\u015fteriye “istatistiksel ayk\u0131r\u0131 de\u011fer” oldu\u011fu i\u00e7in \u015fikayetine yan\u0131t vermeyece\u011fimizi s\u00f6yledi\u011fimizi hayal edebiliyor musunuz? Kesinlikle olmaz. \u0130statistiksel anlaml\u0131l\u0131k konusunda endi\u015feleniyorsan\u0131z, m\u00fc\u015fteri deneyimi program\u0131n\u0131z bir say\u0131ya ula\u015fmaya \u00e7ok fazla odaklanm\u0131\u015f demektir – m\u00fc\u015fteriye sunulan teklifin de\u011ferini art\u0131rmak i\u00e7in operasyonlar\u0131 ve hizmeti iyile\u015ftirme hedefi de\u011fil. <\/span><\/p>\n

\u0130statistiksel anlaml\u0131l\u0131k konusunda ne s\u0131kl\u0131kla endi\u015feleniyorsunuz? <\/span>
\n duyarl\u0131l\u0131k analizi<\/span>
\n<\/a>?  CEO puanlardaki d\u00fc\u015f\u00fc\u015f\u00fc sordu\u011funda, “istatistiksel anlaml\u0131l\u0131k hakk\u0131nda \u00f6nemli bilgiler” de\u011fil, puanlar\u0131 iyile\u015ftirmek i\u00e7in al\u0131nabilecek baz\u0131 \u00f6nlemler olup olmad\u0131\u011f\u0131n\u0131 duymak ister.  <\/span> <\/p>\n

S\u00fcr\u00fcc\u00fc analizinin \u00f6tesine ge\u00e7erek, \u00f6zel QuestionPro gibi bir ara\u00e7 kullan\u0131n <\/span>
\n NPS+<\/span>
\n<\/a> Temel nedeni kolayca de\u011ferlendirebilece\u011finiz, ayn\u0131 zamanda m\u00fc\u015fterilerin birlikte yaratma ve yenilik oylamas\u0131n\u0131 kullanarak onlar\u0131 daha sad\u0131k hale getirmek i\u00e7in sahip olduklar\u0131 fikirleri ke\u015ffedebilece\u011finiz yer.<\/span><\/p>\n

4. Yan\u0131t verin<\/span><\/h3>\n

Bunu s\u00f6ylemeye gerek yok gibi g\u00f6r\u00fcn\u00fcyor, ancak yine de ka\u00e7 \u015firket ve markan\u0131n anketlerde veya m\u00fc\u015fteri dinleme g\u00f6nderilerinde al\u0131nan \u015fikayetlere yan\u0131t vermedi\u011fini g\u00f6rmek beni \u015fa\u015f\u0131rt\u0131yor. <\/span>
\n m\u00fc\u015fteri geri bildirim d\u00f6ng\u00fcs\u00fc<\/span>
\n<\/a>.  <\/span> <\/p>\n

“Kapal\u0131 d\u00f6ng\u00fc geri bildirim ara\u00e7lar\u0131na ihtiyac\u0131m\u0131z yok” c\u00fcmlesini duydu\u011fumda \u015fok oluyorum (genellikle b\u00fct\u00e7eden birka\u00e7 dolar tasarruf etmekle ilgili), ancak bunu o kadar \u00e7ok duyuyorum ki bu konuda yazmak zorunda kal\u0131yorum. Bir \u015firketin bunu neden yapmad\u0131\u011f\u0131na dair \u00e7ok say\u0131da neden olabilir, ancak ben size yapman\u0131z gereken tek nedeni s\u00f6yleyece\u011fim:  bir \u015fikayete yan\u0131t vermezseniz, muhtemelen m\u00fc\u015fteriyi kaybedersiniz.  <\/span><\/p>\n

\u015eikayet eden her m\u00fc\u015fteriyi sat\u0131n alman\u0131z\u0131 \u00f6nermiyorum (yaz\u0131lar\u0131mdan herhangi birini okuduysan\u0131z bunu savunmad\u0131\u011f\u0131m\u0131 fark edeceksiniz), ancak “Say\u0131n Bay veya Bayan: Sorununuz ve filomuzu ye\u015fil enerji kaynaklar\u0131na d\u00f6n\u00fc\u015ft\u00fcrmek…. \u015firketimiz i\u00e7in her \u015fey demektir” c\u00fcmlesinin \u00f6tesinde duyuldu\u011funuzu bilmelerini sa\u011flaman\u0131z gerekir. <\/span><\/p>\n

5. Kapal\u0131 D\u00f6ng\u00fc Geri Bildiriminden (CLF) daha fazlas\u0131<\/span><\/h3>\n

D\u0131\u015far\u0131da sizi “puan, yorum, CLF<\/a>” sistemine itecek bir\u00e7ok sa\u011flay\u0131c\u0131 var \u00e7\u00fcnk\u00fc in\u015fa ettikleri \u015fey bu. Baz\u0131 s\u00fcsl\u00fc grafikler, haval\u0131 bir mobil uygulama ve yapay zeka tekliflerinin bir sonraki dalgas\u0131n\u0131 g\u00f6rebilirsiniz (BTW – bunlar\u0131n hepsi QuestionPro taraf\u0131ndan da sunulmaktad\u0131r), ancak sistemleri say\u0131lar\u0131n \u00f6tesine ge\u00e7mek i\u00e7in tasarlanm\u0131\u015f m\u0131? Bu alan\u0131 takip ediyorsan\u0131z, CLF arac\u0131l\u0131\u011f\u0131yla tek seferlik d\u00fczeltmelerin \u00f6tesine ge\u00e7menin anahtar\u0131, CLF’nin “D\u0131\u015f D\u00f6ng\u00fcs\u00fc” olarak adland\u0131rd\u0131\u011f\u0131m\u0131z daha stratejik yakla\u015f\u0131m\u0131 dikkate almakt\u0131r.  <\/span><\/p>\n

Sadece bir siloda \u00f6l\u00e7\u00fcm yapman\u0131n \u00f6tesinde, sistemik sorunlar\u0131n temel nedenlerini \u00e7\u00f6zmek i\u00e7in kurumun d\u00f6rt bir yan\u0131ndan departman liderlerini bir araya getirirsiniz. D\u0131\u015f D\u00f6ng\u00fc sistemimiz<\/a> temas noktas\u0131 geri bildirimlerine bakman\u0131za, bu temel nedenleri belirlemenize, eylem(ler)i d\u00fczeltmek i\u00e7in planlar ve sorumluluklar olu\u015fturman\u0131za ve etkiyi do\u011frudan \u00f6l\u00e7menize olanak tan\u0131r. CEO ile “istatistiksel anlaml\u0131l\u0131k” hakk\u0131nda konu\u015fmak i\u00e7in bulu\u015fmak yerine, aktif \u00e7al\u0131\u015fan bir ekiple gelmek onu daha \u00e7ok etkileyecektir.<\/span><\/p>\n

6. \u00c7al\u0131\u015fanlar\u0131n\u0131z\u0131 dahil edin<\/span><\/h3>\n

Bu da bariz g\u00f6r\u00fcnmelidir, ancak yine de iki yoldan biriyle – bazen her ikisiyle de – geride b\u0131rak\u0131l\u0131r. M\u00fc\u015fteri hizmetleri deneyiminden sorumlu \u00e7al\u0131\u015fanlar\u0131n da kat\u0131l\u0131m\u0131n\u0131 sa\u011flay\u0131n. Bunlardan biri, m\u00fc\u015fteriye d\u00fczg\u00fcn bir \u015fekilde hizmet verebilmeleri i\u00e7in ihtiya\u00e7 duyduklar\u0131 bilgileri onlara verdi\u011finizden emin olmakt\u0131r. Di\u011fer bir\u00e7ok \u015firket her bir g\u00f6sterge tablosu kullan\u0131c\u0131s\u0131 i\u00e7in \u00fccret al\u0131rken, biz y\u00f6netici g\u00f6sterge tablolar\u0131m\u0131za s\u0131n\u0131rs\u0131z eri\u015fim sa\u011fl\u0131yoruz. Ayr\u0131ca mobil raporlama uygulamam\u0131za da \u00fccretsiz eri\u015fim sa\u011fl\u0131yoruz. <\/span><\/p>\n

\u00c7al\u0131\u015fanlar\u0131n\u0131za m\u00fc\u015fterinize hizmet etmeyi emanet edebiliyorsan\u0131z, m\u00fc\u015fteriyi anlamalar\u0131na yard\u0131mc\u0131 olacak verileri de onlara emanet etmelisiniz. Bu angajman\u0131n ikinci k\u0131sm\u0131 ise onlar\u0131n memnun olmas\u0131n\u0131 sa\u011flamakt\u0131r.  <\/span><\/p>\n

\u00c7al\u0131\u015fan memnuniyetini \u00f6l\u00e7mek bazen korkutucu olabilir, ancak yak\u0131n zamanda k\u00f6t\u00fc bir \u015fey oldu\u011funu bilseniz bile (\u00f6rne\u011fin, bu hikayede oldu\u011fu gibi 4000 \u00e7al\u0131\u015fana yanl\u0131\u015fl\u0131kla otomatik bir bordro bildirimi yoluyla i\u015ften \u00e7\u0131kar\u0131ld\u0131klar\u0131n\u0131 bildirdiyseniz), zor zamanlarda firman\u0131zda kalacak olanlar\u0131n ihtiya\u00e7lar\u0131n\u0131 de\u011ferlendirmeniz gerekir. QuestionPro Workforce platformu<\/a> gibi ara\u00e7lar, standart \u00e7al\u0131\u015fan deneyimi \u00f6l\u00e7\u00fcm\u00fc, nab\u0131z, s\u00fcrekli \u00f6l\u00e7\u00fcm ve 360\u00b0 incelemelerle \u00e7al\u0131\u015fan\u0131n t\u00fcm g\u00f6r\u00fcn\u00fcm\u00fcn\u00fc elde etmenizi sa\u011flayacakt\u0131r.<\/span><\/p>\n

Hayattaki her \u015fey gibi m\u00fc\u015fteriyi mutlu etmek de bu alt\u0131 ipucunun \u00f6tesine ge\u00e7er, ancak bir m\u00fc\u015fteri deneyimi uygulay\u0131c\u0131s\u0131 olarak bu \u00f6neriler program\u0131n\u0131z\u0131 g\u00fcncel, g\u00fcvenilir ve b\u00fct\u00e7e kesintilerinden uzak tutman\u0131za yard\u0131mc\u0131 olacakt\u0131r. <\/span><\/p>\n

QuestionPro’da inand\u0131\u011f\u0131m\u0131z \u015fey \u00fczerinde \u00e7al\u0131\u015f\u0131r\u0131z. <\/b>
\n Ken ile bir demo planlay\u0131n<\/span>
\n<\/a> m\u00fc\u015fteri deneyimi anketlerimiz ve analitik y\u00f6netim platformumuz arac\u0131l\u0131\u011f\u0131yla m\u00fc\u015fteri sadakatini nas\u0131l art\u0131raca\u011f\u0131n\u0131z\u0131 ve de\u011ferli t\u00fcketici i\u00e7g\u00f6r\u00fclerini nas\u0131l toplayaca\u011f\u0131n\u0131z\u0131 ke\u015ffedin.<\/p>\n

QuestionPro CX hakk\u0131nda daha fazla bilgi edinin<\/strong><\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Bir \u015firket kurmak ve y\u00f6netmek kolay bir i\u015f de\u011fildir. \u00c7o\u011fumuz al\u0131\u015fveri\u015fe \u00e7\u0131karken, bir e\u011flenceye kat\u0131l\u0131rken veya bir araba sat\u0131n al\u0131rken […]<\/p>\n","protected":false},"author":46,"featured_media":707187,"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":"\nCX Program\u0131n\u0131n Ba\u015far\u0131s\u0131 i\u00e7in 6 \u0130pucu - Tuesday CX Thoughts | QuestionPro<\/title>\n<meta name=\"description\" content=\"Bu 6 ipucunu takip ederek m\u00fc\u015fteri deneyimi program\u0131n\u0131z\u0131 g\u00fcncel, g\u00fcvenilir ve b\u00fct\u00e7e kesintilerinden uzak tutun. 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