{"id":883,"date":"2016-11-19T20:41:07","date_gmt":"2016-11-19T18:41:07","guid":{"rendered":"http:\/\/aslantozcan.com\/?p=883"},"modified":"2020-05-17T20:06:38","modified_gmt":"2020-05-17T17:06:38","slug":"musteri-olcumu","status":"publish","type":"post","link":"https:\/\/aslantozcan.com\/?p=883","title":{"rendered":"M\u00fc\u015fteri \u00f6l\u00e7\u00fcm\u00fc"},"content":{"rendered":"<p style=\"text-align: justify;\">\u015eu eski <strong>&#8220;\u00f6l\u00e7\u00fclen \u015fey iyi yap\u0131l\u0131r&#8221;<\/strong> s\u00f6z\u00fc h\u00e2l\u00e2 do\u011fru, <strong>&#8220;\u00f6d\u00fcllendirilen \u015fey iyi yap\u0131l\u0131r&#8221;<\/strong> demek daha da do\u011fru. Bu nedenle, hedefler, \u00f6l\u00e7\u00fcm ve \u00f6d\u00fcller m\u00fc\u015fteri i\u015fletmesinin \u00e7\u0131k\u0131\u015f noktas\u0131 olarak ele al\u0131nmal\u0131d\u0131r.<\/p>\n<p style=\"text-align: justify;\">Yanl\u0131\u015f performans g\u00f6stergeleri, mant\u0131ks\u0131z bir performans hedefi ya da (\u00e7al\u0131\u015fan, m\u00fc\u015fteri, finans ve geli\u015fim fakt\u00f6rlerini \u00f6l\u00e7en) dengesi k\u00f6t\u00fc bir &#8220;dengeli skor kart\u0131&#8221; i\u015fletmeyi yanl\u0131\u015f y\u00f6nlendirecektir. Stratejik kararlar yanl\u0131\u015f kriterleri temel alacakt\u0131r; yat\u0131r\u0131mlar en iyi sonu\u00e7lar\u0131 getirmeyecektir; \u00e7al\u0131\u015fanlar hedefi tutturmakta ba\u015far\u0131s\u0131z olduklar\u0131 i\u00e7in motivasyonlar\u0131n\u0131, yat\u0131r\u0131mc\u0131lar ise \u015firkete duyduklar\u0131 g\u00fcveni kaybedecektir.<\/p>\n<p style=\"text-align: justify;\">Do\u011fru \u015feyleri \u00f6l\u00e7\u00fct ald\u0131\u011f\u0131n\u0131zda do\u011fru kararlar verebilirsiniz, insanlar ve kaynaklar y\u00fcksek geri d\u00f6n\u00fc\u015f sa\u011flamak a\u00e7\u0131s\u0131ndan en iyi yerlere odaklanm\u0131\u015f olur ve herkes \u00f6d\u00fcllerden pay\u0131n\u0131 alabilir.<!--more--><\/p>\n<p style=\"text-align: justify;\">\u00d6rne\u011fin, pazar pay\u0131, b\u00fct\u00fcn\u00fcyle sizin s\u0131n\u0131rlar\u0131n\u0131z\u0131 nas\u0131l tan\u0131mlad\u0131\u011f\u0131n\u0131za ba\u011fl\u0131 oldu\u011fundan, giderek daha anlams\u0131z hale geliyor: Tek bir pazar\u0131n y\u00fczde 100&#8217;\u00fcne sahipken, bir di\u011ferinden sadece y\u00fczde 0,1&#8217;lik bir pay al\u0131yor olabilirsiniz. M\u00fc\u015fteri gereksinimleri de\u011fi\u015fti\u011fi ve pazar k\u00e2rl\u0131l\u0131\u011f\u0131 \u00e7e\u015fitlilik g\u00f6sterdi\u011fi i\u00e7in pazarlar e\u015fit de\u011fildir. P&amp;G ve Unilever kimi sekt\u00f6r ya da segmendlerde b\u00fcy\u00fck rakip olabilir, ancak di\u011ferlerinde birbirleriyle ili\u015fkileri yoktur.<\/p>\n<p style=\"text-align: justify;\">Bu b\u00fcy\u00fck resmi g\u00f6steriyor ve b\u00fct\u00fcnle\u015ftirici bir hedef ortaya koyuyor, ancak g\u00fcnden g\u00fcne al\u0131nan kararlarda yeterince pratik de\u011fil. Bir i\u015fletme skor kart\u0131 geli\u015ftirmek, do\u011fru \u00f6l\u00e7\u00fcm portf\u00f6y\u00fc, \u00f6ncelikle i\u015fletmede &#8220;de\u011ferin itici g\u00fc\u00e7lerini&#8221; temel almal\u0131d\u0131r. Bunlar \u015firkete g\u00f6re de\u011fi\u015fiklik g\u00f6sterecektir, ancak basit\u00e7e \u015f\u00f6yledir:<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong>Girdiler; <\/strong>\u00f6rne\u011fin, i\u015fletme maliyetleri, ki\u015fi say\u0131s\u0131 ve pazarlama s\u00fcresi; bunlar kararlar ve eylemlerle ili\u015fkili olduklar\u0131 i\u00e7in do\u011frudan y\u00f6netilebilen fakt\u00f6rler.<\/li>\n<li><strong>Malzeme ak\u0131\u015f\u0131;<\/strong> \u00f6rne\u011fin, verimlilik, sat\u0131\u015f art\u0131\u015f\u0131, m\u00fc\u015fterilerin elde tutulmas\u0131; bunlar faaliyetlerin do\u011frudan sonucu niteli\u011findeki ve h\u0131zla etkilenebilen fakt\u00f6rler.<\/li>\n<li><strong>\u00c7\u0131kt\u0131lar;<\/strong> \u00f6rne\u011fin, k\u00e2rl\u0131l\u0131k, yat\u0131r\u0131mdan sa\u011flanan geri d\u00f6n\u00fc\u015f ve hisse fiyat\u0131; bunlar etkilenmesi daha karma\u015f\u0131k, ancak a\u00e7\u0131k\u00e7a daha \u00f6nceki fakt\u00f6rlerin y\u00f6nlendirdi\u011fi fakt\u00f6rler.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">\u00c7o\u011fu kurulu\u015f i\u00e7inde m\u00fc\u015fteriyle ili\u015fkili \u00f6l\u00e7\u00fcmler par\u00e7a par\u00e7ad\u0131r ve finansal etkilerinden oldu\u011fu kadar birbirinden de kopuktur. Pazarlama insanlar\u0131, eylemlerinin getirdi\u011fi m\u00fc\u015fteri ba\u011fl\u0131l\u0131\u011f\u0131 ve kat\u0131l\u0131m\u0131n\u0131 saplant\u0131 haline getirmi\u015ftir. Sat\u0131\u015f insanlar\u0131 eri\u015fimle ve en iyi m\u00fc\u015fterileri elde tutabilme becerisiyle ilgilenir. Operasyon insanlar\u0131 m\u00fc\u015fteri memnuniyetine odaklan\u0131r. Ancak sunulmas\u0131 olanaks\u0131zsa insanlar\u0131 b\u00fcy\u00fck vaatlere \u00e7ekmenin \u00e7ok az anlam\u0131 vard\u0131r. E\u011fer m\u00fc\u015fteri tekrar gelmezse memnuniyetin \u00e7ok az de\u011feri vard\u0131r.<\/p>\n<p style=\"text-align: justify;\">M\u00fc\u015fteriyle ili\u015fkili \u00f6l\u00e7\u00fcmler, i\u015fe ili\u015fkin b\u00fcy\u00fck resmi ve de\u011fer yarat\u0131m\u0131n\u0131 y\u00f6nlendiren kolektif eylemleri g\u00f6rmemize olanak tan\u0131r. Sonu\u00e7 olarak, de\u011ferin itici g\u00fc\u00e7leri aras\u0131nda i\u015fletme i\u00e7in en \u00f6nemli olanlara \u00f6ncelik tan\u0131yabiliriz. Bu da daha iyi yat\u0131r\u0131m ve karar alma s\u00fcre\u00e7lerine ve performans\u0131n daha iyi \u00f6l\u00e7\u00fcl\u00fcp y\u00f6netilmesine olanak tan\u0131r.<\/p>\n<p style=\"text-align: justify;\">De\u011fer yarat\u0131m sistemi i\u00e7inde, k\u0131sa ve uzun d\u00f6nemli eylemler ve bunlar\u0131n kurulu\u015ftaki etkileri s\u00f6z konusudur: Bir sat\u0131\u015f promosyonu hemen geri d\u00f6n\u00fc\u015f sa\u011flayacakt\u0131r; yeni bir marka in\u015fa etmenin etkilerini g\u00f6rmek daha uzun zaman alacakt\u0131r; yeni \u00fcr\u00fcnlerin geli\u015ftirilmesine yat\u0131r\u0131m yapmak ise daha da uzun s\u00fcrecektir.<\/p>\n<p style=\"text-align: justify;\">Hem k\u0131sa d\u00f6nem hem de uzun d\u00f6nem \u00f6nemlidir, \u00f6zellikle de de\u011fer b\u00fcy\u00fck oranda soyut varl\u0131klarda oldu\u011funda -bunlar tipik olarak uzun d\u00f6nemli sonu\u00e7lar getirir. Bu y\u0131l\u0131n maliyetleriyle gelirlerini kar\u015f\u0131la\u015ft\u0131rmak i\u015fe g\u00f6z atman\u0131n olduk\u00e7a basit bir yoludur.<\/p>\n<p style=\"text-align: justify;\">&#8220;De\u011fer&#8221; yan\u0131t\u0131 sa\u011flar, gelecekteki olas\u0131 nakit ak\u0131\u015flar\u0131n\u0131 hesaplar ve hem k\u0131sa hem de uzun d\u00f6nemi kapsam\u0131na al\u0131r. Bu nedenle, de\u011fer tabanl\u0131 karar alma stratejik kararlar a\u00e7\u0131s\u0131ndan kritik hale gelir; daha uzun d\u00f6nemde odaklanmak i\u00e7in do\u011fru i\u015f ve markalar, pazar, \u00fcr\u00fcn ve m\u00fc\u015fteriler hangileridir? Portf\u00f6ydeki hangi i\u015fler &#8220;de\u011fer&#8221; yaratmakta ve hangileri &#8220;de\u011fer&#8221;i yok etmektedir?<\/p>\n<p style=\"text-align: justify;\">Bir i\u015fin sat\u0131\u015flar\u0131 ve pazar pay\u0131 g\u00fc\u00e7l\u00fc olabilir, hatta i\u015fletme k\u00e2r\u0131 da iyi g\u00f6r\u00fcnebilir; ancak sermaye maliyeti daha y\u00fcksek oldu\u011fu i\u00e7in her ek sat\u0131\u015f de\u011fer kayb\u0131na yol a\u00e7acakt\u0131r. Operasyonel de\u011fer a\u00e7\u0131s\u0131ndan, k\u0131sa d\u00f6nemde, \u00e7al\u0131\u015fanlara ve kaynaklara ili\u015fkin b\u00fct\u00e7elerin en etkili da\u011f\u0131l\u0131m\u0131 nedir? Uzun d\u00f6nemli performans \u00f6nem ta\u015f\u0131sa da pazarlar h\u00e2l\u00e2 geli\u015fmemi\u015f olabilir ve i\u015fletme bu arada ayakta kalmak ve daha uzun d\u00f6nemli yat\u0131r\u0131mlara kaynak sa\u011flamak i\u00e7in nakit ak\u0131\u015f\u0131 yaratmal\u0131d\u0131r.<\/p>\n<p style=\"text-align: justify;\">Son olarak, de\u011ferin itici g\u00fc\u00e7lerini m\u00fc\u015fteriyle ve i\u015fletmeyle -girdilerle ve \u00e7\u0131kt\u0131larla, uzun ve k\u0131sa d\u00f6nemle, stratejiyle ve operasyonel etkilerle birle\u015ftirmeli ve se\u00e7ti\u011fimiz \u00f6l\u00e7\u00fctlerin &#8220;ak\u0131ll\u0131&#8221; (spesifik, \u00f6l\u00e7\u00fclebilir, ba\u015far\u0131labilir, ger\u00e7ek\u00e7i ve zaman\u0131nda) olmas\u0131n\u0131 garanti etmeliyiz.<\/p>\n<p style=\"text-align: justify;\">Bir\u00e7ok \u015firketle m\u00fc\u015fteri programlar\u0131 \u00fczerine \u00e7al\u0131\u015fan ve &#8220;bire bir&#8221; yakla\u015f\u0131m\u0131n\u0131 sunan Don Peppers ve Martha Rogers m\u00fc\u015fteriden sa\u011flanan geri d\u00f6n\u00fc\u015f\u00fcn (ROC) her i\u015fletme i\u00e7in kritik bir \u00f6l\u00e7\u00fct haline gelmesi gerekti\u011fini ileri s\u00fcrd\u00fckleri Kazand\u0131ran M\u00fcfteri (Rota, 2008) adl\u0131 kitaplar\u0131nda Kutsal K\u00e2se&#8217;yi m\u00fc\u015fteriden hissedara uzanan ba\u011flant\u0131 a\u00e7\u0131s\u0131ndan tan\u0131mlamay\u0131 ama\u00e7lad\u0131lar:<\/p>\n<p style=\"text-align: justify;\">&#8220;S\u00f6yledi\u011fimizi tekrar edin: <strong>\u015eirketinizin yarataca\u011f\u0131 tek de\u011fer m\u00fc\u015fterilerden gelen de\u011ferdir; \u015fu an sahip oldu\u011funuz m\u00fc\u015fteriler ve gelecekte sahip olaca\u011f\u0131n\u0131z m\u00fc\u015fteriler. \u0130\u015fletmeler m\u00fc\u015fteri elde ederek, onlar\u0131 ellerinde tutarak ve say\u0131lar\u0131n\u0131 art\u0131rarak ba\u015far\u0131l\u0131 olur&#8230; M\u00fc\u015fteriler olmadan sizin bir i\u015finiz yoktur.&#8221;<\/strong><\/p>\n<p style=\"text-align: justify;\">Oysa bir\u00e7ok \u015firket b\u00f6yle davranm\u0131yor, \u00f6yle de\u011fil mi? \u00c7eyre\u011fe g\u00f6re Wall Street&#8217;i memnun etme talebi yetkilileri \u00e7eli\u015fkili i\u015f hedeflerinin pe\u015finden gitmeye y\u00f6neltiyor. B\u00fcy\u00fck b\u00f6l\u00fcm\u00fc, entelekt\u00fcel olarak, uzun d\u00f6nemli b\u00fcy\u00fcme ve de\u011fere giden en garantili yolun m\u00fc\u015fteriler oldu\u011funa inan\u0131yor; ancak pratikte bug\u00fcn\u00fcn cirolar\u0131n\u0131 yaratma tela\u015f\u0131yla bu inan\u00e7tan \u00f6d\u00fcn vermekte gecikmiyorlar.<\/p>\n<p><em>Kaynak: M\u00fc\u015fteri dehas\u0131 -Peter Fisk<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u015eu eski &#8220;\u00f6l\u00e7\u00fclen \u015fey iyi yap\u0131l\u0131r&#8221; s\u00f6z\u00fc h\u00e2l\u00e2 do\u011fru, &#8220;\u00f6d\u00fcllendirilen \u015fey iyi yap\u0131l\u0131r&#8221; demek daha da do\u011fru. Bu nedenle, hedefler, \u00f6l\u00e7\u00fcm ve \u00f6d\u00fcller m\u00fc\u015fteri i\u015fletmesinin \u00e7\u0131k\u0131\u015f noktas\u0131 olarak ele al\u0131nmal\u0131d\u0131r. Yanl\u0131\u015f performans g\u00f6stergeleri, mant\u0131ks\u0131z bir performans hedefi ya da (\u00e7al\u0131\u015fan, m\u00fc\u015fteri, finans ve geli\u015fim fakt\u00f6rlerini \u00f6l\u00e7en) dengesi k\u00f6t\u00fc bir &#8220;dengeli skor kart\u0131&#8221; i\u015fletmeyi yanl\u0131\u015f y\u00f6nlendirecektir. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[6],"tags":[],"_links":{"self":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/883"}],"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=883"}],"version-history":[{"count":3,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/883\/revisions"}],"predecessor-version":[{"id":1109,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/883\/revisions\/1109"}],"wp:attachment":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=883"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=883"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=883"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}