{"id":123,"date":"2012-08-28T22:25:03","date_gmt":"2012-08-28T19:25:03","guid":{"rendered":"http:\/\/aslantozcan.com\/?p=123"},"modified":"2012-09-01T12:40:36","modified_gmt":"2012-09-01T09:40:36","slug":"sadik-musteri-mi-karli-musteri-mi","status":"publish","type":"post","link":"https:\/\/aslantozcan.com\/?p=123","title":{"rendered":"Sad\u0131k m\u00fc\u015fteri mi ? &#8212; Karl\u0131 m\u00fc\u015fteri mi ?"},"content":{"rendered":"<p style=\"text-align: left;\" align=\"center\"><a href=\"https:\/\/aslantozcan.com\/wp-content\/uploads\/2012\/08\/business_commerce_186070_tnb.png\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone  wp-image-246\" title=\"business_commerce_186070_tnb\" src=\"https:\/\/aslantozcan.com\/wp-content\/uploads\/2012\/08\/business_commerce_186070_tnb-300x292.png\" alt=\"\" width=\"107\" height=\"101\" \/><\/a>Toplam kalite y\u00f6netiminin \u00fclkemizde yayg\u0131nla\u015fmas\u0131yla birlikte, m\u00fc\u015fteri sadakatinin \u00f6l\u00e7\u00fclmesi ve geli\u015ftirilmesi de \u00f6nem kazanmaya ba\u015flad\u0131. Ger\u00e7ekten de \u00e7e\u015fitli \u00e7al\u0131\u015fmalar eldeki m\u00fc\u015fteriyi tutman\u0131n, yeni m\u00fc\u015fteri kazanmaya g\u00f6re \u00e7ok daha verimli oldu\u011funu ortaya koyuyor.<\/p>\n<p style=\"text-align: left;\">Ancak, sad\u0131k m\u00fc\u015fterilerin daha karl\u0131 m\u00fc\u015fteri oldu\u011fu varsay\u0131m\u0131 her zaman ge\u00e7erli olmuyor. Bu nedenle, m\u00fc\u015fteri karl\u0131l\u0131\u011f\u0131 analizlerinin yap\u0131lmas\u0131 ve karl\u0131 m\u00fc\u015fterileri cezp edecek politikalar\u0131n uygulanmas\u0131 \u015firket ba\u015far\u0131s\u0131n\u0131 \u00f6nemli \u00f6l\u00e7\u00fcde art\u0131rabiliyor. Bug\u00fcnlerde moda olan m\u00fc\u015fteri ili\u015fkileri y\u00f6netimi (CRM) kavram\u0131n\u0131 uygulamaya al\u0131rken, m\u00fc\u015fteri karl\u0131l\u0131\u011f\u0131 kavram\u0131n\u0131 g\u00f6z ard\u0131 edilmemeli.<\/p>\n<p style=\"text-align: left;\">M\u00fc\u015fteri ili\u015fkilerinin iyile\u015ftirilmesi her \u015firket i\u00e7in vazge\u00e7ilmez ba\u015far\u0131 unsurlar\u0131ndan. Ancak, \u00e7o\u011fu \u015firket m\u00fc\u015fteri karl\u0131l\u0131\u011f\u0131 konusunda yeterince bilgi sahibi de\u011fil. Dolay\u0131s\u0131yla, m\u00fc\u015fteri ili\u015fkileri y\u00f6netimi \u00e7al\u0131\u015fmalar\u0131 (\u201ccustomer relationship management\u201d CRM) m\u00fc\u015fterinin karl\u0131l\u0131\u011f\u0131ndan ba\u011f\u0131ms\u0131z olarak, sadece ili\u015fkinin iyile\u015ftirilmesi \u00fczerine odaklan\u0131yor ve \u00e7o\u011fu kez karl\u0131 m\u00fc\u015fterilere odaklanmay\u0131 sa\u011flayam\u0131yor.<\/p>\n<p style=\"text-align: left;\">Elbette ki, m\u00fc\u015fteriler ile ili\u015fkinin iyile\u015ftirilmesi \u00f6nemli. Ancak, m\u00fc\u015fteriler aras\u0131nda firmaya sa\u011flad\u0131klar\u0131 karl\u0131l\u0131k a\u00e7\u0131s\u0131ndan bir ay\u0131r\u0131m yapamamak, karl\u0131 m\u00fc\u015fterileri ka\u00e7\u0131rmaya yol a\u00e7abilir.<\/p>\n<p style=\"text-align: left;\">Sadece m\u00fc\u015fteri sadakatine odaklanmak karl\u0131l\u0131k a\u00e7\u0131s\u0131ndan yeterli iyile\u015ftirme sa\u011flamaz. Bunun birka\u00e7 sebebi var. \u00d6ncelikle, sad\u0131k m\u00fc\u015fteriye hizmet etmek daha az maliyetli olmayabilir. Uzun zamand\u0131r ayn\u0131 firman\u0131n m\u00fc\u015fterisi olanlar, genelde daha \u00f6zel hizmet istiyorlar. Bu durum \u00f6zellikle yan sanayi \u2013 ana sanayi ili\u015fkilerinde \u00f6ne \u00e7\u0131k\u0131yor. Firmalar genellikle sad\u0131k m\u00fc\u015fterileri i\u00e7in yapt\u0131klar\u0131 \u00f6zel yat\u0131r\u0131mlar\u0131n maliyetlerini o m\u00fc\u015fteri ile yapt\u0131klar\u0131 i\u015fin fiyat\u0131na yans\u0131tam\u0131yorlar. Dolay\u0131s\u0131yla, bu tip yat\u0131r\u0131mlar\u0131n yeni m\u00fc\u015fteri edinme yat\u0131r\u0131mlar\u0131nda daha b\u00fcy\u00fck oldu\u011fu durumlarda, sad\u0131k m\u00fc\u015fteriler kars\u0131z m\u00fc\u015fteri konumuna girebiliyor.<\/p>\n<p style=\"text-align: left;\">Ayr\u0131ca, sad\u0131k m\u00fc\u015fteriler firman\u0131n maliyetleri ve kendilerinin o firma i\u00e7in \u00f6nemli oldu\u011funu anlad\u0131klar\u0131nda bunu fiyat pazarl\u0131klar\u0131na yans\u0131tarak firman\u0131n karl\u0131l\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcrebiliyorlar. Bir\u00e7ok firma sad\u0131k m\u00fc\u015fteri tan\u0131m\u0131n\u0131 m\u00fc\u015fterinin al\u0131\u015f veri\u015f s\u0131kl\u0131\u011f\u0131 ile \u00f6l\u00e7\u00fcyor. Ancak, \u00e7o\u011fu kez s\u0131kl\u0131k kadar mevsimsellik de \u00f6nemli olabilir. \u00d6rne\u011fin, senenin ilk alt\u0131 ay\u0131nda pek al\u0131m yapmayan bir m\u00fc\u015fteriye yeterince ilgi g\u00f6sterilmemesi, al\u0131mlar\u0131n\u0131 tar\u0131msal \u00fcr\u00fcn\u00fcn\u00fc satt\u0131ktan sonraya b\u0131rakan bir \u00e7ift\u00e7iyi firmadan uzakla\u015ft\u0131rabilir. Dolay\u0131s\u0131yla, sadece basit al\u0131\u015f veri\u015f s\u0131kl\u0131\u011f\u0131 gibi \u00f6l\u00e7\u00fclere dayanan m\u00fc\u015fteri ili\u015fkileri sistemleri yarardan \u00e7ok zarar da getirebilir.<\/p>\n<p style=\"text-align: left;\">\u00a0Bir\u00e7ok firma m\u00fc\u015fteri se\u00e7imini m\u00fc\u015fterinin karl\u0131l\u0131\u011f\u0131na de\u011fil, m\u00fc\u015fterinin al\u0131m miktar\u0131na ba\u011fl\u0131 olarak yap\u0131yor. Bu durum \u00f6zellikle lojistik maliyetlerini fiyatlara yans\u0131tmayan firmalar i\u00e7in \u00f6nemli karl\u0131l\u0131k kayb\u0131na yol a\u00e7abiliyor. Unutulmamal\u0131 ki, b\u00fcy\u00fck al\u0131m yapanlar, ald\u0131klar\u0131 mal\u0131 ve alternatiflerini daha iyi tan\u0131yanlar olduklar i\u00e7in sizden en az kar marj\u0131 olan \u00fcr\u00fcnleri al\u0131yor olabilirler.<\/p>\n<p style=\"text-align: left;\">\u00a0Dolay\u0131s\u0131yla, \u00f6ncelikli i\u015f m\u00fc\u015fterilerin karl\u0131l\u0131k analizlerini do\u011fru yapmakt\u0131r. Bu konudaki deneyimlerimiz, m\u00fc\u015fteri karl\u0131l\u0131\u011f\u0131n\u0131n nadiren do\u011fru hesapland\u0131\u011f\u0131n\u0131 g\u00f6steriyor. M\u00fc\u015fteri karl\u0131l\u0131\u011f\u0131n\u0131 do\u011fru hesaplad\u0131ktan sonra m\u00fc\u015fteri ili\u015fkileri iyile\u015ftirme \u00e7al\u0131\u015fmalar\u0131n\u0131n do\u011fru m\u00fc\u015fterilere, yani karl\u0131 m\u00fc\u015fterilere, odaklanmas\u0131n\u0131 sa\u011flamak gerekiyor. Bunlar sad\u0131k, yani uzun zamand\u0131r sizden al\u0131m yapan, m\u00fc\u015fteriler olabilece\u011fi gibi ge\u00e7ici m\u00fc\u015fteriler de olabilir.<\/p>\n<p style=\"text-align: left;\">\u00a0\u00dczerinde durulmas\u0131 gereken bir ba\u015fka konu da kar getirmeyen sad\u0131k m\u00fc\u015fterilerin nas\u0131l karl\u0131 hale getirilebilece\u011fi veya bu m\u00fcmk\u00fcn olam\u0131yorsa, onlar\u0131n nas\u0131l b\u0131rak\u0131labilece\u011fi konusudur. Bir\u00e7ok firma sad\u0131k m\u00fc\u015fterilerini b\u0131rakma karar\u0131n\u0131 veremedi\u011fi i\u00e7in zor duruma d\u00fc\u015febiliyor.<\/p>\n<p style=\"text-align: left;\">\u00a0\u00d6zetle, m\u00fc\u015fteri ili\u015fkilerini iyile\u015ftirmek her firma i\u00e7in \u00e7ok \u00f6nemli.<\/p>\n<p style=\"text-align: left;\"><strong>Ancak, \u00f6ncelik, her m\u00fc\u015fterinin de\u011fil, karl\u0131 m\u00fc\u015fterinin sadakatini art\u0131rmak olmal\u0131.<\/strong><strong><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Toplam kalite y\u00f6netiminin \u00fclkemizde yayg\u0131nla\u015fmas\u0131yla birlikte, m\u00fc\u015fteri sadakatinin \u00f6l\u00e7\u00fclmesi ve geli\u015ftirilmesi de \u00f6nem kazanmaya ba\u015flad\u0131. Ger\u00e7ekten de \u00e7e\u015fitli \u00e7al\u0131\u015fmalar eldeki m\u00fc\u015fteriyi tutman\u0131n, yeni m\u00fc\u015fteri kazanmaya g\u00f6re \u00e7ok daha verimli oldu\u011funu ortaya koyuyor. Ancak, sad\u0131k m\u00fc\u015fterilerin daha karl\u0131 m\u00fc\u015fteri oldu\u011fu varsay\u0131m\u0131 her zaman ge\u00e7erli olmuyor. Bu nedenle, m\u00fc\u015fteri karl\u0131l\u0131\u011f\u0131 analizlerinin yap\u0131lmas\u0131 ve karl\u0131 m\u00fc\u015fterileri cezp edecek [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[4],"tags":[],"_links":{"self":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/123"}],"collection":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=123"}],"version-history":[{"count":5,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/123\/revisions"}],"predecessor-version":[{"id":247,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/123\/revisions\/247"}],"wp:attachment":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=123"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=123"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=123"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}