{"id":13096,"date":"2015-11-16T07:45:42","date_gmt":"2015-11-16T07:45:42","guid":{"rendered":"http:\/\/atif.unaldi.org\/blog\/?p=13096"},"modified":"2015-11-16T07:45:42","modified_gmt":"2015-11-16T07:45:42","slug":"dijital-dunyada-basarinin-sifresi-musteri","status":"publish","type":"post","link":"http:\/\/atif.unaldi.org\/blog\/2015\/11\/16\/dijital-dunyada-basarinin-sifresi-musteri\/","title":{"rendered":"Dijital d\u00fcnyada ba\u015far\u0131n\u0131n \u015fifresi: M\u00fc\u015fteri"},"content":{"rendered":"<p><figure id=\"attachment_13097\" aria-describedby=\"caption-attachment-13097\" style=\"width: 662px\" class=\"wp-caption aligncenter\"><a href=\"http:\/\/atif.unaldi.org\/blog\/?attachment_id=13097\" rel=\"attachment wp-att-13097\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/atifunaldi.files.wordpress.com\/2015\/11\/consumercentric.jpg?w=662\" alt=\"Human resources, CRM, data mining and social media concept - officer looking for employee represented by icon. Gender discrimination in employees selection.\" width=\"662\" height=\"441\" class=\"size-large wp-image-13097\" \/><\/a><figcaption id=\"caption-attachment-13097\" class=\"wp-caption-text\">Human resources, CRM, data mining and social media concept &#8211; officer looking for employee represented by icon. Gender discrimination in employees selection.<\/figcaption><\/figure>Geleneksel \u00fcr\u00fcn ve hizmetlerdeki ba\u015far\u0131s\u0131n\u0131 dijital d\u00fcnyada da s\u00fcrd\u00fcrmek isteyen \u015firketlere \u00f6nerilerde bulunan CSC T\u00fcrkiye Genel M\u00fcd\u00fcr\u00fc Alev Alp Esen, dijital alanda m\u00fc\u015fteri beklentilerinin \u00f6nemli de\u011fi\u015fiklikler g\u00f6sterebilece\u011fine dikkat \u00e7ekti. Esen, \u00fc\u00e7 fakt\u00f6r\u00fc dikkate alan \u015firketlerin dijital d\u00fcnyada da ba\u015far\u0131l\u0131 olabileceklerini s\u00f6yledi.<br \/>\nYeni nesil BT servis ve \u00e7\u00f6z\u00fcmlerinde k\u00fcresel lider CSC\u2019nin T\u00fcrkiye Genel M\u00fcd\u00fcr\u00fc Alev Alp Esen, dijital d\u00fcnyada farkl\u0131la\u015fmak isteyen \u015firketlere \u00f6nerilerde bulundu. \u201cBir\u00e7ok \u015firket m\u00fc\u015fterilerinin beklentilerini \u00e7ok iyi anlayabildi\u011fi i\u00e7in, hem sad\u0131k m\u00fc\u015fteri kitlesi olu\u015fturabiliyor hem de \u00f6nemli ba\u015far\u0131lar elde edebiliyor\u201d diye konu\u015fan Esen, \u201cFakat konu dijital alandaki \u00e7\u00f6z\u00fcmler oldu\u011funda, bu \u015firketlerin b\u00fcy\u00fck \u00e7o\u011funlu\u011fu geleneksel alandaki ba\u015far\u0131lar\u0131n\u0131n benzerini sergileyemiyor. \u00c7\u00fcnk\u00fc m\u00fc\u015fterilerin dijital alandaki istek ve beklentileri \u00e7ok daha y\u00fcksek seviyede bulunuyor\u201d dedi ve \u015funlar\u0131 s\u00f6yledi:<br \/>\n\u201c\u00d6rne\u011fin \u00e7ok kaliteli \u00fcr\u00fcn ve hizmetler sunan ve son derece sad\u0131k bir m\u00fc\u015fteri kitlesi bulunan bir banka, dijital ve mobil hizmetlerinin de geleneksel hizmetleri kadar ilgi g\u00f6rece\u011fini d\u00fc\u015f\u00fcnebilir. Mevcut hizmetleri mobil d\u00fcnyaya ta\u015f\u0131mak iyi bir fikir olsa da, m\u00fc\u015fteriler \u00fc\u00e7 nedenden dolay\u0131 bankan\u0131n bu konudaki heyecan\u0131n\u0131 payla\u015fmayabilirler. Bu nedenleri beklentilerin b\u00fcy\u00fck bir h\u0131zla de\u011fi\u015fmesi, m\u00fc\u015fteriyi dinlemekten ka\u00e7\u0131nmak ve kullan\u0131m\u0131 izlemek olarak s\u0131ralayabiliriz.<br \/>\nH\u0131zla de\u011fi\u015fen beklentiler<br \/>\nG\u00fcnl\u00fck hayat\u0131m\u0131z\u0131 kolayla\u015ft\u0131rma iddias\u0131nda bulunan teknoloji ve hizmetlerin ne kadar\u0131 ger\u00e7ekten bunu ba\u015farabiliyor? Bir \u00f6rnek vermek gerekirse, mobil bankac\u0131l\u0131k \u00e7\u00f6z\u00fcm\u00fcn\u00fcz\u00fcn bir\u00e7ok iyi \u00f6zelli\u011fi bulunabilir, ancak m\u00fc\u015fterilerinizin seyahatlerini planlad\u0131klar\u0131 ya da market al\u0131\u015fveri\u015flerini yapt\u0131klar\u0131 uygulamalardan al\u0131\u015fk\u0131n olduklar\u0131 ki\u015fiselle\u015ftirme \u00f6zelliklerini i\u00e7ermiyor ve bu a\u00e7\u0131dan m\u00fc\u015fteri beklentilerini kar\u015f\u0131lam\u0131yor olabilir. Neredeyse her \u00fcr\u00fcn\u00fcn ki\u015fiselle\u015ftirilebildi\u011fi g\u00fcn\u00fcm\u00fczde, bu \u00f6zelli\u011fe sahip olmayan bir \u00e7\u00f6z\u00fcm ne derece ba\u015far\u0131l\u0131 olabilir? Farkl\u0131 alanlardaki \u00e7\u00f6z\u00fcmlerde bulunan \u00f6zelliklerin, t\u00fcketicilerin istek ve beklentilerinin h\u0131zla de\u011fi\u015fmesine neden olabilece\u011fi unutulmamal\u0131.<br \/>\nM\u00fc\u015fteriyi dinlemek<br \/>\n\u00d6zellikle uzun y\u0131llard\u0131r hizmet veren \u015firketler, m\u00fc\u015fterilerinin talep ve beklentilerini \u00e7ok iyi bildiklerine ve bunlar\u0131n sabit kald\u0131\u011f\u0131na inan\u0131rlar. Oysa \u00f6nceki d\u00f6nemlerden farkl\u0131 olarak, g\u00fcn\u00fcm\u00fczde b\u00fcy\u00fck bir h\u0131zla de\u011fi\u015fen t\u00fcketici beklentileri, \u015firketlerin iki y\u00f6nl\u00fc bir ileti\u015fim i\u00e7inde olmalar\u0131n\u0131 zorunlu k\u0131l\u0131yor. M\u00fc\u015fterilerinin sesine kulak vererek, ne istediklerini bilen ve diyalog i\u00e7inde olmay\u0131 ba\u015faran \u015firketler, dijital d\u00fcnyada ba\u015far\u0131l\u0131 olma yolunda \u00e7ok \u00f6nemli bir ad\u0131m atm\u0131\u015f oluyorlar.<br \/>\nM\u00fc\u015fterileri ve rakipleri izlemek<br \/>\nBu, \u00f6zellikle dijital hizmetleri kullan\u0131ma sunmadan \u00f6nce ve sunduktan hemen sonra b\u00fcy\u00fck \u00f6nem ta\u015f\u0131yan bir etken diyebiliriz. Hem hizmetin kullan\u0131m\u0131n\u0131 hem de di\u011fer dijital \u00e7\u00f6z\u00fcmleri yak\u0131ndan izlemek \u00f6nemli avantajlar sa\u011flar. Elbette bu a\u015famada Steve Jobs\u2019un bir s\u00f6z\u00fcn\u00fc hat\u0131rlamakta fayda var: \u2018Fokus gruplardan yararlanarak bir \u00fcr\u00fcn tasarlamak ger\u00e7ekten \u00e7ok zordur. \u00c7o\u011fu zaman, siz g\u00f6sterene kadar kullan\u0131c\u0131lar tam olarak ne istediklerinin fark\u0131nda bile de\u011fillerdir.\u2019 E\u011fer dijital \u00fcr\u00fcn ya da hizmetinizin beklentilerin \u00f6tesine ge\u00e7mesini istiyorsan\u0131z, m\u00fc\u015fterilerinizin onu kullan\u0131m \u015feklini inceleyerek ve yarat\u0131c\u0131 d\u00fc\u015f\u00fcncenin g\u00fcc\u00fcn\u00fc kullanarak, dijital d\u00fcnyada \u00e7ok daha fazlas\u0131n\u0131 ba\u015farabilirsiniz.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Geleneksel \u00fcr\u00fcn ve hizmetlerdeki ba\u015far\u0131s\u0131n\u0131 dijital d\u00fcnyada da s\u00fcrd\u00fcrmek isteyen \u015firketlere \u00f6nerilerde bulunan CSC T\u00fcrkiye Genel M\u00fcd\u00fcr\u00fc Alev Alp Esen, dijital alanda m\u00fc\u015fteri beklentilerinin \u00f6nemli de\u011fi\u015fiklikler g\u00f6sterebilece\u011fine dikkat \u00e7ekti. Esen, \u00fc\u00e7 fakt\u00f6r\u00fc dikkate alan \u015firketlerin&#8230;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-13096","post","type-post","status-publish","format-standard","hentry","category-blogum"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dijital d\u00fcnyada ba\u015far\u0131n\u0131n \u015fifresi: M\u00fc\u015fteri - At\u0131f &Uuml;nald\u0131<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/atif.unaldi.org\/blog\/2015\/11\/16\/dijital-dunyada-basarinin-sifresi-musteri\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dijital d\u00fcnyada ba\u015far\u0131n\u0131n \u015fifresi: M\u00fc\u015fteri - At\u0131f &Uuml;nald\u0131\" \/>\n<meta property=\"og:description\" content=\"Geleneksel \u00fcr\u00fcn ve hizmetlerdeki ba\u015far\u0131s\u0131n\u0131 dijital d\u00fcnyada da s\u00fcrd\u00fcrmek isteyen \u015firketlere \u00f6nerilerde bulunan CSC T\u00fcrkiye Genel M\u00fcd\u00fcr\u00fc Alev Alp Esen, dijital alanda m\u00fc\u015fteri beklentilerinin \u00f6nemli de\u011fi\u015fiklikler g\u00f6sterebilece\u011fine dikkat \u00e7ekti. 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