{"id":16487,"date":"2022-10-07T11:39:12","date_gmt":"2022-10-07T08:39:12","guid":{"rendered":"http:\/\/atif.unaldi.org\/blog\/?p=16487"},"modified":"2022-10-07T11:39:12","modified_gmt":"2022-10-07T08:39:12","slug":"musteriyi-merkeze-almak","status":"publish","type":"post","link":"http:\/\/atif.unaldi.org\/blog\/2022\/10\/07\/musteriyi-merkeze-almak\/","title":{"rendered":"M\u00fc\u015fteriyi Merkeze Almak"},"content":{"rendered":"

Armut.com T\u00fcrkiye\u2019de i\u015f g\u00fcc\u00fcn\u00fc ve GIG ekonomisini en iyi uygulayan \u015firketlerden biri. Ge\u00e7en hafta Armut.com\u2019dan bir b\u00fclten geldi. \u0130talyan rakibi ProntoPro ile birle\u015ferek faaliyet g\u00f6sterdi\u011fi \u00fclke say\u0131s\u0131n\u0131 14\u2019e \u00e7\u0131karm\u0131\u015f. CEO Ba\u015fak Ta\u015fp\u0131nar De\u011fim ile son konu\u015fmam\u0131zda bana m\u00fc\u015fteri memnuniyet oranlar\u0131n\u0131n y\u00fczde 98 gibi \u015fapka \u00e7\u0131kar\u0131lacak bir d\u00fczeyde oldu\u011funu s\u00f6ylemi\u015fti. Ben bu ba\u015far\u0131n\u0131n alt\u0131nda bu m\u00fc\u015fteri memnuniyeti oranlar\u0131n\u0131n oldu\u011funa eminim.<\/p>\n

Y\u0131llard\u0131r konu\u015fma ve e\u011fitimlerimde, pazarlama a\u00e7\u0131s\u0131ndan 4C\u2019nin \u00f6neminden bahsederim. Tabii bu 4C\u2019nin ortas\u0131na da mutlaka ama mutlaka m\u00fc\u015fterinin ( t\u00fcketicinin ) konulmas\u0131 gerekti\u011fini s\u00f6ylerim. Bu sadece pazarlaman\u0131n de\u011fil dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn de merkezindedir. San\u0131lan\u0131n aksine dijital d\u00f6n\u00fc\u015f\u00fcm, \u00e7al\u0131\u015fanlara email a\u00e7mak yada bir end\u00fcstriyel yaz\u0131l\u0131m (ERP,CRM vs) kulland\u0131rmak de\u011fildir. B\u00fct\u00fcn faaliyetlerin merkezine insan\u0131 almak i\u015fidir.<\/p>\n

Bu nedenle d\u00fcnyan\u0131n en ba\u015far\u0131l\u0131 \u015firketleri \u00e7o\u011funlukla teknoloji \u015firketleridir. San\u0131ld\u0131\u011f\u0131n\u0131n aksine bu \u015firketlerin teknoloji yat\u0131r\u0131mlar\u0131 \u00e7ok oldu\u011fu i\u00e7in de\u011fil, teknolojiyi kullanarak insana daha h\u0131zl\u0131 ula\u015ft\u0131klar\u0131 i\u00e7in d\u00fcnyan\u0131n en b\u00fcy\u00fck \u015firketleridir\u2026<\/p>\n

Mesela amazon.com.tr ge\u00e7enlerde, ald\u0131\u011f\u0131m bir \u00fcr\u00fcn\u00fcn fiyat\u0131, \u00fcr\u00fcn teslim edildikten sonra d\u00fc\u015ft\u00fc\u011f\u00fc i\u00e7in bana geri \u00f6deme yapt\u0131. Ald\u0131\u011f\u0131m her \u00fcr\u00fcn neredeyse saatler sonra paketlenmi\u015f bir \u015fekilde kargo \u015firketine teslim ediliyor. Ge\u00e7enlerde kargo \u015firketi kolaygelsin ile ya\u015fad\u0131\u011f\u0131m\u0131z bir sorunda \u00fcr\u00fcn\u00fcn fiyat\u0131ndan daha b\u00fcy\u00fck bir rakam\u0131 hediye olarak yolad\u0131. Bunlar her an m\u00fc\u015fterisi ile yak\u0131n ili\u015fkide olacak kadar iyi teknolojiyi kullanmay\u0131 gerektiriyor. \u015eu ana kadar ki\u015fisel olarak deneyimlemedim ama teknoloji \u00fcr\u00fcnlerinde bile iade imkan\u0131 oldu\u011fu sosyal medyada dola\u015fan konular aras\u0131nda.<\/p>\n

Benzer biri durumu, Apple ile de ya\u015fad\u0131m. Twitterdan yazd\u0131\u011f\u0131m bir soruna Amerika h\u0131zl\u0131ca cevap verip, sorunun kayna\u011f\u0131n\u0131 bile sorgulamadan \u00fcr\u00fcn de\u011fi\u015fimini h\u0131zl\u0131ca Mersin\u2019deki teknik servis \u00fczerinden ger\u00e7ekle\u015ftirdiler.<\/p>\n

\u0130\u015fte bu \u015firketleri \u00f6zel yapan b\u00f6yle h\u0131zl\u0131, do\u011fru tepkiler verecek \u015fekilde teknoloji kullanmalar\u0131.<\/p>\n

Bazen markalar kendilerinin i\u00e7inde bulundu\u011fu bir olayda, kendilerine zarar gelmemesine ra\u011fmen de aksiyon alabiliyorlar. Mesela Yemeksepeti\u2019nden verdi\u011fim bir Burger King sipari\u015finde Yemeksepeti de\u011fil ama Burger King o kadar h\u0131zl\u0131 tepki verip, sorunu \u00e7\u00f6zd\u00fc ki; hem Burger King hem de ileti\u015fim ajans\u0131 markalar listemde rakiplerinin bir anda \u00fcst\u00fcne \u00e7\u0131kt\u0131lar.<\/p>\n

Tabii ki bir operasyon y\u00fcr\u00fct\u00fcyorsan\u0131z mutlaka aksilikler olur. Markalar\u0131n b\u00fcy\u00fck k\u0131sm\u0131 da bu aksiliklerde b\u00fct\u00fcn kredisini kaybediyor. Ancak baz\u0131 markalar bu aksilikleri avantaja d\u00f6n\u00fc\u015ft\u00fcrmeyi de ba\u015farabiliyor. Yurti\u00e7i kargo ile ya\u015fad\u0131\u011f\u0131m bir sorunu, m\u00fc\u015fteri ili\u015fkileri ekibi farkedip o kadar h\u0131zl\u0131 \u015fekilde \u00e7\u00f6zd\u00fc ki; ben art\u0131k bir kargo i\u015fim oldu\u011funda sadece onlar\u0131 \u00f6neriyorum. Bana paket yollayacak herkese de Yurti\u00e7i kargo ile yollamas\u0131n\u0131 s\u00f6yl\u00fcyorum.<\/p>\n

Bazen de markalar, kriz yokken, do\u011fru ileti\u015fim ve aksiyonlarla m\u00fc\u015fterilerini kazan\u0131yorlar. Instagram\u2019da gezinirken farketti\u011fim ve bu \u015fekilde buldu\u011fum markalara genelde bir soru yada bir ricada bulunurum. Soruya h\u0131zl\u0131 cevap veriyor yada ricay\u0131 ger\u00e7ekle\u015ftirmek i\u00e7in \u00e7abal\u0131yorlarsa gelecekleri parlakt\u0131r. Mesela bu y\u00f6ntemlerle ke\u015ffetti\u011fim ve instagram\u2019da markala\u015fma konusunda derslerimde \u00f6\u011frencilerime \u00f6rnek olarak g\u00f6sterdi\u011fim Sakal Baba tam da b\u00f6yle bir marka. Instagramda markala\u015fma konusuyla ilgileniyorsan\u0131z Sakal Baba\u2019y\u0131 mutlaka takip etmelisiniz.<\/p>\n

Tabii hep iyi \u00f6rnekler yok. Ancak k\u00f6t\u00fc \u00f6rneklerin sebepleri de her zaman belirgin oluyor. Mesela Dolap hakl\u0131 haks\u0131z farketmeden al\u0131c\u0131n\u0131n yan\u0131n\u0131 tutuyor. Halbuki sistemleri p2p yani bug\u00fcn\u00fcn sat\u0131c\u0131s\u0131 yar\u0131n al\u0131c\u0131 da olabiliyor. Yemeksepeti \u00e7a\u011fr\u0131 merkezi sorun \u00e7\u00f6zmek yerine sorunu s\u00fcmen alt\u0131 etmeye \u00e7al\u0131\u015f\u0131yor. Samsung teknik servisi, cihaz\u0131n\u0131z bozuldu\u011funda atman\u0131n en do\u011fru \u00e7\u00f6z\u00fcm oldu\u011funu her seferinde g\u00f6steriyor. Ben \u00e7ama\u015f\u0131r makinesinden, ak\u0131ll\u0131 saate kadar onlarca yerde sorun ya\u015fad\u0131m. Borusan olmayan \u00fcr\u00fcnleri i\u00e7in vaatler vererek pazarlama yap\u0131yor.<\/p>\n

Tabii her \u015firket kendi i\u00e7inde bu sorunlar\u0131 \u00e7\u00f6zmeye \u00e7al\u0131\u015fmal\u0131. Bunu yemeksepeti \u201cre-engineering\u201d ekibi beni arad\u0131\u011f\u0131nda onlara da s\u00f6ylemi\u015ftim. Ancak y\u0131llarca y\u00f6neticilik yapm\u0131\u015f birisi olarak hani Seth Godin\u2019in \u201cbroken\u201d diye tan\u0131mlad\u0131\u011f\u0131 durumlar\u0131 da g\u00f6ren biri olarak bunlar d\u00fczelmeden, bu markalar\u0131n b\u0131rak\u0131n s\u00fcrd\u00fcr\u00fclebilirli\u011fi, dijital d\u00f6n\u00fc\u015f\u00fcm hatta pazarlamadan bile bahsetmemeleri gerekiyor.<\/p>\n","protected":false},"excerpt":{"rendered":"

Armut.com T\u00fcrkiye\u2019de i\u015f g\u00fcc\u00fcn\u00fc ve GIG ekonomisini en iyi uygulayan \u015firketlerden biri. Ge\u00e7en hafta Armut.com\u2019dan bir b\u00fclten geldi. \u0130talyan rakibi ProntoPro ile birle\u015ferek faaliyet g\u00f6sterdi\u011fi \u00fclke say\u0131s\u0131n\u0131 14\u2019e \u00e7\u0131karm\u0131\u015f. CEO Ba\u015fak Ta\u015fp\u0131nar De\u011fim ile son…<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1641,5],"tags":[],"class_list":["post-16487","post","type-post","status-publish","format-standard","hentry","category-gazete-pencere","category-medya"],"yoast_head":"\nM\u00fc\u015fteriyi Merkeze Almak - At\u0131f \u00dcnald\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\/2022\/10\/07\/musteriyi-merkeze-almak\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"M\u00fc\u015fteriyi Merkeze Almak - At\u0131f \u00dcnald\u0131\" \/>\n<meta property=\"og:description\" content=\"Armut.com T\u00fcrkiye\u2019de i\u015f g\u00fcc\u00fcn\u00fc ve GIG ekonomisini en iyi uygulayan \u015firketlerden biri. Ge\u00e7en hafta Armut.com\u2019dan bir b\u00fclten geldi. \u0130talyan rakibi ProntoPro ile birle\u015ferek faaliyet g\u00f6sterdi\u011fi \u00fclke say\u0131s\u0131n\u0131 14\u2019e \u00e7\u0131karm\u0131\u015f. 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Bir \u00e7ok radyo ve televizyonda program yap\u0131mc\u0131l\u0131\u011f\u0131 ve sunuculu\u011funu, bir \u00e7ok teknoloji dergisinde k\u00f6\u015fe yazarl\u0131\u011f\u0131, bili\u015fim edit\u00f6rl\u00fc\u011f\u00fc ve genel yay\u0131n y\u00f6netmenli\u011fi yapt\u0131. T\u00fcrkiye\u2019deki ilk internet servis sa\u011flay\u0131c\u0131s\u0131n\u0131n genel m\u00fcd\u00fcrl\u00fc\u011f\u00fcn\u00fc \u00fcstlendi. Bir \u00e7ok organizasyon ve kurulu\u015fta internet s\u00fcperviz\u00f6rl\u00fc\u011f\u00fc , webmaster\u2019l\u0131\u011f\u0131 , IT direkt\u00f6rl\u00fc\u011f\u00fc ve dijital projeler koordinat\u00f6rl\u00fc\u011f\u00fc g\u00f6revlerinde bulundu. 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