{"id":16686,"date":"2017-05-16T14:15:54","date_gmt":"2017-05-16T11:15:54","guid":{"rendered":"https:\/\/www.revotas.com\/tr\/?p=16686"},"modified":"2024-03-20T13:25:45","modified_gmt":"2024-03-20T10:25:45","slug":"perakendeciler-musteri-seruvenini-nasil-gelistirebilirler-how-retailers-can-improve-the-customer-journey","status":"publish","type":"post","link":"https:\/\/www.revotas.com\/tr\/blog\/perakendeciler-musteri-seruvenini-nasil-gelistirebilirler-how-retailers-can-improve-the-customer-journey\/","title":{"rendered":"Perakendeciler M\u00fc\u015fteri Ser\u00fcvenini Nas\u0131l Geli\u015ftirebilirler"},"content":{"rendered":"<p>\u015e\u00fcphesiz ki perakende manzaras\u0131, kullan\u0131labilir teknoloji ve data noktalar\u0131n\u0131n yan\u0131 s\u0131ra m\u00fc\u015fterilerin beklentileri ve etkile\u015fimleri sayesinde etkili de\u011fi\u015fimler ge\u00e7iriyor.&nbsp; T\u00fcm perakendeciler bu alan\u0131 g\u00f6zlemliyor ve bir\u00e7o\u011fu yaln\u0131zca bir alanda harika i\u015fler \u00e7\u0131karsa, hen\u00fcz hi\u00e7biri t\u00fcm alanlar\u0131 \u00e7\u00f6zecekleri kodu k\u0131rabilmi\u015f de\u011filler.&nbsp; Ama bu sorun de\u011fil.&nbsp; Bu noktada k\u00fc\u00e7\u00fck de\u011fi\u015fiklikler sonuca b\u00fcy\u00fck etkiler getirebilir.<\/p>\n<p>Google \u2019\u0131n \u00fcr\u00fcn ve sat\u0131\u015f y\u00f6netimi departman\u0131n\u0131n ba\u015fkan yard\u0131mc\u0131s\u0131, \u00e7evrimi\u00e7i olmuyoruz, \u00e7evrimi\u00e7i ya\u015f\u0131yoruz demi\u015fti.&nbsp; M\u00fc\u015fterileriniz s\u00fcrekli internete ba\u011fl\u0131 haldeler ki bu bir\u00e7ok f\u0131rsat sunmas\u0131n\u0131n yan\u0131nda fazlaca zorlu\u011fa da sebep olabilir. M\u00fc\u015fterilerinizi denetimde tutarken bir yandan dikkatlice t\u00fcm etkile\u015fimleri d\u00fczenlemelisiniz.<\/p>\n<p>\u015eimdi m\u00fc\u015fteriler sat\u0131\u015f noktas\u0131nda, bu demek oluyor ki M\u00fc\u015fteri ser\u00fcveni (customer journey) olas\u0131 bir uyu\u015fmazl\u0131\u011f\u0131 \u00f6nlemek i\u00e7in onlarla nerede ve nas\u0131l al\u0131\u015fveri\u015f yapacaklar\u0131n\u0131 g\u00f6r\u00fc\u015fmelisiniz. Omnichannel stratejileri ve \u00e7ok kanall\u0131 stratejiler yerini kanallar aras\u0131nda hi\u00e7bir ayr\u0131l\u0131\u011f\u0131n olmayaca\u011f\u0131 da\u011f\u0131t\u0131lm\u0131\u015f bir ticaret modeline b\u0131rak\u0131yor.&nbsp; M\u00fc\u015fterileriniz kanallarda al\u0131\u015fveri\u015f yapmazlar, basit\u00e7e herhangi bir zamanda kendileri i\u00e7in en uygun yoldan etkile\u015fim kurarlar ve bu, da\u011f\u0131t\u0131lm\u0131\u015f ticaret modeli onlara istedikleri zaman herhangi bir yerden istedikleri \u00fcr\u00fcn\u00fc almalar\u0131n\u0131 sa\u011flar.<\/p>\n<p>M\u00fc\u015fteri deneyimini geni\u015fleten etkinlikler ve al\u0131\u015fveri\u015f yapanlarla ileti\u015fim kurmay\u0131 kolayla\u015ft\u0131ran iyi d\u00fczenlenmi\u015f i\u00e7erikler gibi f\u0131rsatlar sa\u011flamas\u0131 nedeniyle perakendeciler i\u00e7in b\u00fcy\u00fck bir kazan\u00e7t\u0131r. Perakendeciler kazanmak i\u00e7in promosyonlara g\u00fcvenmek zorunda de\u011filler demek oluyor.&nbsp; G\u00fc\u00e7l\u00fc deneyimler, basit bir \u00f6d\u00fcl program\u0131 ya da indirim kodunun yapamayaca\u011f\u0131 kadar uzun s\u00fcrecek ili\u015fkiler ve m\u00fc\u015fteri sadakati sa\u011flayacakt\u0131r.<\/p>\n<p>Bu sizin i\u00e7in ne demek?<\/p>\n<ul>\n<li>M\u00fc\u015fteriler her kanalda ayn\u0131 mesaj\u0131 g\u00f6rmeyi beklemez, g\u00f6rmek istemez ya da buna ihtiya\u00e7 duymazlar. Mesajlar her temas noktas\u0131 i\u00e7in hedeflenmi\u015f ve b\u00fct\u00fcnleyici ama ayn\u0131 zamanda tutarl\u0131 olmal\u0131.<\/li>\n<li>\u00dcr\u00fcnleriniz m\u00fc\u015fterilerinizin evlerine vard\u0131\u011f\u0131 s\u00fcrece oraya nas\u0131l ula\u015ft\u0131\u011f\u0131yla ilgilenmemelisiniz. Unutmay\u0131n, m\u00fc\u015fterileriniz \u015fu anda sat\u0131\u015f noktas\u0131nda, dolay\u0131s\u0131yla fizikselden, sosyal kanallardan ve mobil cihazlardan online al\u0131\u015fveri\u015fi onlar i\u00e7in en kolay hale getirmelisiniz, ayr\u0131ca \u00e7a\u011fr\u0131 merkezleri ya da kataloglar gibi geleneksel kanallar\u0131 unutmay\u0131n.<\/li>\n<\/ul>\n<p><strong>Sadakat kurmak i\u00e7in promosyon ve indirimlere dayanmamal\u0131s\u0131n\u0131z<\/strong><\/p>\n<p>M\u00fc\u015fterilerin bug\u00fcnlerde arad\u0131\u011f\u0131 iyi i\u00e7erikler ve g\u00fc\u00e7l\u00fc deneyimlerdir.<\/p>\n<ul>\n<li>Yeni bir teknoloji, program, etkinlik hatta i\u00e7erik eklemeden \u00f6nce kendinize bu, m\u00fc\u015fteri deneyimini geni\u015fletiyor mu, m\u00fc\u015fteri ser\u00fcvenindeki uyu\u015fmazl\u0131\u011f\u0131 azalt\u0131yor mu ve de \u00f6deme s\u00fcrecini kolayla\u015ft\u0131r\u0131yor mu diye sormal\u0131s\u0131n\u0131z.&nbsp; E\u011fer yapaca\u011f\u0131n\u0131z i\u015flem bu \u00fc\u00e7 maddeyi sa\u011flam\u0131yorsa, yapmay\u0131n.&nbsp; M\u00fc\u015fterilerinizin hatta kendi \u00e7al\u0131\u015fanlar\u0131n\u0131z\u0131n kullanmayaca\u011f\u0131 bir teknolojiyi eklemeyin. Ayr\u0131ca, ma\u011fazada m\u00fc\u015fteri datas\u0131n\u0131 nas\u0131l yakalayabilece\u011finiz \u00fczerine d\u00fc\u015f\u00fcnebilirsiniz.&nbsp; Kasada email adresini sormak hem \u00f6deme i\u015flemini yava\u015flat\u0131r hem de m\u00fc\u015fteri i\u00e7in al\u0131\u015fveri\u015f deneyimini geli\u015ftirmez, bunun yerine ayn\u0131 sonucu alabilece\u011finiz bir e-fatura \u00f6nerebilirsiniz.<\/li>\n<li>M\u00fc\u015fterilerinize sizinle kuracaklar\u0131 ileti\u015fim \u00fczerinde kontrol se\u00e7ene\u011fi sa\u011flay\u0131n.&nbsp; Bunu yapmak i\u00e7in basit bir y\u00f6ntem olan tetik mesajlar\u0131n\u0131 kullanabilirsiniz.&nbsp; Bu, mesajlar\u0131n\u0131z\u0131 birebir ve do\u011fru bir \u015fekilde ki\u015fiselle\u015ftirmenizi sa\u011flar.&nbsp; Ayr\u0131ca data listelerinizi de hedef gruplar\u0131na b\u00f6lmeli ve tek bir mesaj\u0131 herkese g\u00f6ndermek yerine olduk\u00e7a ki\u015fiselle\u015fmi\u015f tetik maillerini k\u00fc\u00e7\u00fck gruplara g\u00f6ndermelisiniz.&nbsp; Email hala en y\u00fcksek <strong>ROI<\/strong>\u2019yi (yat\u0131r\u0131m\u0131n getirisi) sa\u011flayan ve kullan\u0131c\u0131lar\u0131n\u0131za ula\u015fman\u0131z i\u00e7in en ba\u015far\u0131l\u0131 y\u00f6ntemdir, yaln\u0131zca biraz sab\u0131rl\u0131 ve anlay\u0131\u015fl\u0131 olmal\u0131s\u0131n\u0131z.<\/li>\n<li>Etkile\u015fimli ticaret yaln\u0131zca bir trend de\u011fil. Milenyum jenerasyonu \u00e7evrimi\u00e7i b\u00fcy\u00fcd\u00fc yani bu konuda bilgililer.&nbsp; Ayr\u0131ca konu para harcamaya geldi\u011finde olduk\u00e7a tedbirliler. Bu jenerasyon al\u0131\u015fveri\u015f karar\u0131 almak i\u00e7in yaln\u0131zca indirimle de\u011fil \u00fcr\u00fcn ve marka hakk\u0131nda ki bilgiyle ve ki\u015fisel deneyimlerle ilgileniyorlar.&nbsp; Do\u011fru i\u00e7erik onlar i\u00e7in al\u0131\u015fveri\u015f yapmay\u0131 kolayla\u015ft\u0131racakt\u0131r.<\/li>\n<\/ul>\n<p><strong>Her bir m\u00fc\u015fteri i\u00e7in deneyimi ki\u015fiselle\u015ftirin<\/strong><\/p>\n<p>Bir\u00e7ok al\u0131\u015fveri\u015f sever, internet sitelerine yaln\u0131zca \u00fcr\u00fcn\u00fc g\u00f6rmek i\u00e7in de\u011fil ayn\u0131 zamanda \u00fcr\u00fcn hakk\u0131nda bilgi almak i\u00e7in de gelir.&nbsp; Yaln\u0131zca \u00e7evrimi\u00e7i olmak art\u0131k yeterli de\u011fil. Perakende kazanc\u0131n\u0131n <span style=\"font-size: 18pt; color: #ff6600;\"><strong>%90<\/strong><\/span>\u2019\u0131 mevcut g\u00f6r\u00fclmelerden, \u00e7evrimi\u00e7i kazanc\u0131n <strong><span style=\"font-size: 18pt; color: #ff6600;\">%34<\/span><\/strong>\u2019\u00fc mobil cihazlarda yap\u0131lan al\u0131\u015fveri\u015flerden gelir.&nbsp; Daha ilginci ise, t\u00fcm al\u0131\u015fveri\u015flerin <span style=\"color: #ff6600;\"><strong><span style=\"font-size: 18pt;\">%45<\/span><\/strong><\/span>\u2019i, neredeyse yar\u0131s\u0131 bir noktada mobil bir i\u015flemi i\u00e7erir. \u00c7o\u011fu zaman bu ilk temas noktas\u0131n\u0131 olu\u015fturur, bu nedenle \u00f6nce mobil d\u00fc\u015f\u00fcnmelisiniz.&nbsp; Mobil ba\u011fl\u0131l\u0131k ma\u011fazaya ve siteye trafik sa\u011flar, al\u0131\u015fveri\u015f deneyimini geli\u015ftirir ve daha sonra yap\u0131lacak ki\u015fiselle\u015ftirilmi\u015f mesajlar i\u00e7in data sa\u011flar.<\/p>\n<p>E\u011fer bir ma\u011fazan\u0131z yoksa fiziksel bir lokasyon d\u00fc\u015f\u00fcnmek i\u00e7in \u015fimdi en uygun zaman.&nbsp; Ger\u00e7ek zamanl\u0131 perakende hala en uygulanabilir sat\u0131\u015f kanal\u0131 olsa da \u015funa dikkat etmek gerekir ki ma\u011fazalar\u0131n herhangi bir envanter d\u00f6k\u00fcm\u00fc ta\u015f\u0131mad\u0131\u011f\u0131 Bonobon gibi ticaret modelleri mevcut.&nbsp; Bunlar, m\u00fc\u015fterilerin birbirleriyle ve sat\u0131\u015f dan\u0131\u015fmanlar\u0131yla ileti\u015fimde olabildikleri, al\u0131\u015fveri\u015fi ilk elden deneyimledikleri ve daha sonra ma\u011fazadan mobilden ya da site \u00fczerinden ba\u015fka \u00fcr\u00fcnler sipari\u015f edebildikleri show roomlar olarak g\u00f6r\u00fclebilirler.&nbsp; Fiziksel ma\u011fazalar sadakati artt\u0131rabilecek spor salonlar\u0131, partiler, resim ya da yoga dersleri, canl\u0131 m\u00fczik gibi daha fazla e\u011flence se\u00e7ene\u011fi sunarlar.&nbsp; Baz\u0131 a\u015f\u0131r\u0131 \u00f6rneklerde, i\u015flemler otomasyondayken perakendeciler m\u00fc\u015fterilerine deneme odas\u0131na istediklerini ekleme, yeni bedenler talep etme ya da herhangi bir sat\u0131\u015f dan\u0131\u015fman\u0131na ihtiya\u00e7 duymadan \u00f6deme noktas\u0131na gelebilme gibi kontrol alanlar\u0131 tan\u0131d\u0131klar\u0131 bu etkile\u015fimlere odaklan\u0131rlar.<\/p>\n<p>Bu sizin i\u00e7in ne anlama geliyor;<\/p>\n<ul>\n<li>Email ve sadakat \u00f6l\u00e7\u00fcmlerinde promosyon yorgunlu\u011fu bir kan\u0131tken mail ki\u015fiselle\u015ftirme g\u00f6nderimlerinizin b\u00fcy\u00fck bir k\u0131sm\u0131n\u0131 olu\u015fturmal\u0131.<\/li>\n<li>Fiyat de\u011fil duygular sadakati sa\u011flar. Burada anahtar nokta her bir m\u00fc\u015fteriyle ki\u015fisel anlamda ba\u011flant\u0131 kurabilmektir.<\/li>\n<li>Ki\u015fiselle\u015ftirme mailinizi yaln\u0131zca son t\u0131klamaya haz\u0131rlamaktan fazlas\u0131d\u0131r \u00e7\u00fcnk\u00fc de\u011ferlendirme s\u00fcresi bundan daha uzundur.<\/li>\n<li>Maillerinizi m\u00fc\u015fterilerinizden gelen sitede gezinme ya da al\u0131\u015fveri\u015f ge\u00e7mi\u015fi gibi belli verileri kullanarak ki\u015fiselle\u015ftirin.&nbsp; Bir m\u00fc\u015fterinin al\u0131\u015fveri\u015f ge\u00e7mi\u015fi, sonraki al\u0131\u015fveri\u015finde ne alaca\u011f\u0131na dair en belirleyici veriyi sa\u011flar.<\/li>\n<li>Ki\u015fiselle\u015ftirme yaln\u0131zca mesajla de\u011fil ayr\u0131ca etkile\u015fim ve deneyimle de alakal\u0131d\u0131r ve t\u00fcm kanallarda ger\u00e7ekle\u015febilmelidir.&nbsp; Ma\u011fazan\u0131zda e\u011flenceli etkinlikler d\u00fczenlemeli, mobil g\u00f6nderimlerinizi do\u011fru gruplara hedeflemeli, daha \u00f6nce al\u0131nan \u00fcr\u00fcnlerle alakal\u0131 reklamlar d\u00fczenlemeli, mailleriniz tetiklenmi\u015f olmal\u0131 ve sosyal medya kanallar\u0131n\u0131z d\u00fczg\u00fcn i\u00e7eriklere ve al\u0131\u015fveri\u015fe y\u00f6nlendiren butonlara sahip olmal\u0131.<\/li>\n<\/ul>\n<p><strong>Da\u011f\u0131t\u0131lm\u0131\u015f ve etkile\u015fimli ticaret seviyesi oyun alan\u0131<\/strong><\/p>\n<p>Neredeyse her perakendeci Amazon\u2019la rekabet halindedir.&nbsp; Fakat, t\u00fcketim davran\u0131\u015flar\u0131ndaki bu de\u011fi\u015fim size m\u00fc\u015fterilerinizle \u015fu anda Amazon\u2019un sa\u011flad\u0131\u011f\u0131ndan daha anlaml\u0131 ve ki\u015fisel ili\u015fkiler kurma f\u0131rsat\u0131 sa\u011flar. Al\u0131\u015fveri\u015f\u00e7iler, \u00f6zellikle Prime \u00fcyeler, kolayl\u0131\u011f\u0131ndan dolay\u0131 Amazon\u2019a ge\u00e7se de, etkile\u015fim bundan \u00f6teye gitmez. Duygusal bir ba\u011f yoktur.<\/p>\n<p>Ne zaman ne istediklerini do\u011fru anlamak ve istedikleri cevaplar\u0131 verebilmek i\u00e7in \u00e7ekirdek m\u00fc\u015fteri grubunuzu iyi dinlemeli ve yarat\u0131c\u0131 d\u00fc\u015f\u00fcnmelisiniz.&nbsp; \u0130\u015fte bunu yapt\u0131\u011f\u0131n\u0131zda, en ba\u015fta bahsetti\u011fimiz kodu k\u0131rm\u0131\u015f olacaks\u0131n\u0131z.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u015e\u00fcphesiz ki perakende manzaras\u0131, kullan\u0131labilir teknoloji ve data noktalar\u0131n\u0131n yan\u0131 s\u0131ra m\u00fc\u015fterilerin beklentileri ve etkile\u015fimleri sayesinde etkili de\u011fi\u015fimler ge\u00e7iriyor.&nbsp; T\u00fcm perakendeciler bu alan\u0131 g\u00f6zlemliyor ve bir\u00e7o\u011fu yaln\u0131zca bir alanda harika i\u015fler \u00e7\u0131karsa, hen\u00fcz hi\u00e7biri t\u00fcm alanlar\u0131 \u00e7\u00f6zecekleri kodu k\u0131rabilmi\u015f de\u011filler.&nbsp; [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":32393,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2085,2086],"tags":[],"class_list":["post-16686","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-2","category-musteri-yolculuklari"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.8.1 - 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