{"id":17170,"date":"2018-02-13T14:23:27","date_gmt":"2018-02-13T12:23:27","guid":{"rendered":"https:\/\/www.revotas.com\/tr\/?p=17170"},"modified":"2024-03-20T13:06:37","modified_gmt":"2024-03-20T10:06:37","slug":"musteriyi-elde-tutmanin-5-yolu","status":"publish","type":"post","link":"https:\/\/www.revotas.com\/tr\/blog\/musteriyi-elde-tutmanin-5-yolu\/","title":{"rendered":"Dijital Pazarlamac\u0131lar \u0130\u00e7in M\u00fc\u015fteriyi Elde Tutman\u0131n 5 Yolu"},"content":{"rendered":"<p>Sat\u0131\u015f oranlar\u0131n\u0131 art\u0131rmak, m\u00fc\u015fteri kayb\u0131n\u0131 \u00f6nlemek ve sad\u0131k m\u00fc\u015fteri taban\u0131n\u0131z\u0131 g\u00fc\u00e7lendirmek i\u00e7in bu yakla\u015f\u0131mlar\u0131 hemen kullanmaya ba\u015flayabilirsiniz.<\/p>\n<p>T\u00fcm pazarlamac\u0131lar m\u00fc\u015fteri elde tutabilme becerisinin i\u015finizi b\u00fcy\u00fctmek ve kar\u0131n\u0131z\u0131 art\u0131rmak i\u00e7in olduk\u00e7a etkili bir y\u00f6ntem oldu\u011funu bilirler. Fakat, bug\u00fcn\u00fcn rekabet\u00e7i manzaras\u0131nda pazarlamac\u0131lar m\u00fc\u015fterilerini ellerinde tutabilmek ad\u0131na; do\u011fru temas noktalar\u0131 yaratma, do\u011fru teklifler sunma ve \u00e7ok kanall\u0131 pazarlama kullanarak stratejik d\u00fc\u015f\u00fcnme ve yarat\u0131c\u0131 uygulamalardan fayda sa\u011flama gibi bir\u00e7ok sorun ya\u015f\u0131yorlar.<\/p>\n<p>\u0130\u015fte; sat\u0131\u015f\u0131n\u0131z\u0131 art\u0131rman\u0131z, m\u00fc\u015fteri kayb\u0131n\u0131 \u00f6nlemeniz ve nakit kazan\u00e7 elde etmeniz i\u00e7in 5 \u00f6nemli m\u00fc\u015fteriyi tutma stratejisi:<\/p>\n<p><strong>1.M\u00fc\u015fteri ya\u015fam d\u00f6ng\u00fcs\u00fcndeki seviyelerinizi belirleyin ve her biri i\u00e7in KPI olu\u015fturun.<\/strong><\/p>\n<p>M\u00fc\u015fteriyi elde tutma hakk\u0131nda genel inan\u0131\u015fa g\u00f6re sadakat \u00fczerine kurulu bir m\u00fc\u015fteri deneyimi sunabilmek i\u00e7in kime ve neden hitap etti\u011finizi bilmeniz gerekti\u011fidir. M\u00fc\u015fterileriniz her \u015fekilde ve b\u00fcy\u00fckl\u00fckte gelebilir. Bu sebeple etkili bir elde tutma stratejisi i\u00e7in segmentasyon bir gerekliliktir. Temel m\u00fc\u015fteri ya\u015fam d\u00f6ng\u00fcs\u00fc seviyelerini ayr\u0131\u015ft\u0131rarak ba\u015flay\u0131n: Yaln\u0131zca \u00fcye olanlar, yeni m\u00fc\u015fteri, aktif m\u00fc\u015fteri ve kay\u0131p m\u00fc\u015fteri. Bu \u00e7e\u015fitli segmentleri inceleyerek m\u00fc\u015fteri davran\u0131\u015f \u015feklini anlayabilir, anlaml\u0131 datay\u0131 geri kazanabilir ve do\u011fru zamanda do\u011fru mesaj\u0131 vererek daha iyi bir ileti\u015fim kurabilirsiniz. \u00d6rne\u011fin yaln\u0131zca \u00fcye olanlar i\u00e7in sat\u0131n al\u0131m kanal\u0131 y\u00fcksek \u00f6nem ta\u015f\u0131r, di\u011fer yandan ilk al\u0131\u015fveri\u015fini yapm\u0131\u015f yeni m\u00fc\u015fteriler i\u00e7in al\u0131\u015fveri\u015flerinin ne kadar b\u00fcy\u00fck oldu\u011funu ve sat\u0131lan \u00fcr\u00fcn\u00fcn indirimden se\u00e7ilip se\u00e7ilmedi\u011fini bilmek istersiniz. Kay\u0131p bir m\u00fc\u015fteriyle ileti\u015fim kurarken ise, m\u00fc\u015fterinin eski \u201ckalitesini\u201d bilmek hayati \u00f6nem ta\u015f\u0131r. Her bir grup i\u00e7in onunla en alakal\u0131 KPI\u2019y\u0131 tan\u0131mlamak, ama\u00e7lad\u0131\u011f\u0131n\u0131z d\u00f6n\u00fc\u015f\u00fcm\u00fc yakalaman\u0131za yard\u0131m eder. (\u00d6nceden tan\u0131mland\u0131\u011f\u0131nda ama\u00e7lar\u0131n\u0131za ula\u015fman\u0131z \u00e7ok daha kolayd\u0131r). Bu noktada ama\u00e7, yaln\u0131zca \u00fcye olanlara ilk al\u0131\u015fveri\u015flerini yapt\u0131rarak onlar\u0131 \u201cyeni\u201d m\u00fc\u015fterilere, yenileri aktif m\u00fc\u015fterilere d\u00f6n\u00fc\u015ft\u00fcrmek ve kay\u0131p m\u00fc\u015fterilere ise yeniden al\u0131\u015fveri\u015f yapt\u0131rmakt\u0131r.&nbsp; Etkili bir pazarlaman\u0131n ilk ad\u0131m\u0131, elmalar\u0131 armutlardan ay\u0131rmakt\u0131r\ud83d\ude0a<\/p>\n<p><strong>2.En iyi m\u00fc\u015fterilerinizi memnun edin.<\/strong><\/p>\n<p>200\u2019\u00fcn \u00fczerinde markay\u0131 inceleyerek yapt\u0131\u011f\u0131m\u0131z ara\u015ft\u0131rmaya g\u00f6re, e-ticaret \u00fczerinden yap\u0131lan sat\u0131\u015flar\u0131n <span style=\"color: #00ccff;\"><strong>%60<\/strong><\/span>\u2019\u0131, m\u00fc\u015fterilerin en \u00e7ok al\u0131\u015fveri\u015f yapan <strong><span style=\"color: #00ccff;\">%25\u2019<\/span><\/strong>lik bir kesiminden geliyor. Her dijital pazarlamac\u0131, VIP davran\u0131\u015f\u0131 hak eden de\u011ferli m\u00fc\u015fterilerini belirleyebilmeli. VIP m\u00fc\u015fterilerinizi belirledikten sonra onlara kendilerini de\u011ferli hissettirmeniz olduk\u00e7a \u00f6nemlidir.<\/p>\n<p>Baz\u0131 m\u00fc\u015fterilerimizin kulland\u0131\u011f\u0131 taktikler:<\/p>\n<ul>\n<li>Yeni koleksiyonlar i\u00e7in \u00f6n sipari\u015f; Sat\u0131\u015fa yeni sunulacak, hen\u00fcz \u00fcyelerinizin tamam\u0131 i\u00e7in eri\u015fime a\u00e7\u0131lmam\u0131\u015f \u00fcr\u00fcn ve koleksiyonlarda, VIP \u00fcyelerinize \u00f6n sipari\u015f tan\u0131mlamay\u0131 deneyin. Moday\u0131 belirleyen ki\u015filer i\u00e7in bu \u00f6zellik, harika bir bonus ve \u00f6zel ilgi i\u00e7in muhte\u015fem bir y\u00f6ntemdir.<\/li>\n<li>\u00dccretsiz kargo; Tamamlanacak sipari\u015fler i\u00e7in kar\u015f\u0131la\u015f\u0131lan en b\u00fcy\u00fck engellerden biri kargo \u00fccretleridir. Kargo \u00fccretlerindeki dalgalanma, ilgi g\u00f6stermek ve daha fazla etkile\u015fim kazanmak i\u00e7in olduk\u00e7a etkin bir y\u00f6ntem.<\/li>\n<li>\u00dccretsiz iade; Genel kan\u0131n\u0131n aksine, daha \u00e7ok \u00fcr\u00fcn iadesi yapm\u0131\u015f m\u00fc\u015fteriler, daha y\u00fcksek bir ortalama aktif \u00fcyelik s\u00fcre de\u011feriyle daha iyi m\u00fc\u015fterilerdir. \u00dccretsiz iade se\u00e7ene\u011fi, VIP m\u00fc\u015fterilerinize tekliflerinizi deneme ve ke\u015ffetme \u00f6zg\u00fcrl\u00fc\u011f\u00fc tan\u0131r. B\u00f6ylece sizinle ba\u011fl\u0131l\u0131k kurma ihtimallerini artt\u0131r\u0131r.<\/li>\n<li>Ma\u011faza a\u00e7\u0131l\u0131\u015flar\u0131na davet; Bazen bir ma\u011fazada y\u00fcz y\u00fcze ileti\u015fim kurularak yap\u0131lan al\u0131\u015fveri\u015f deneyiminin yerine ge\u00e7ebilecek hi\u00e7bir \u015fey olmaz. \u0130nsanlar bir gruba ait olmay\u0131 ve bir eylemin par\u00e7as\u0131 olmay\u0131 severler. Bu m\u00fc\u015fterilerinizi markan\u0131za tutkun ki\u015filere \u00e7evirmek i\u00e7in harika bir y\u00f6ntemdir.<\/li>\n<li>\u00d6zel g\u00fcn hediye bonuslar\u0131; M\u00fc\u015fterilerinize sevgi g\u00f6sterin. \u00d6zel g\u00fcnler ve tatillerde sad\u0131k m\u00fc\u015fterilerinize ayr\u0131cal\u0131kl\u0131 teklifler sunmak, al\u0131\u015fveri\u015f paralar\u0131n\u0131 sizin markan\u0131z i\u00e7in harcamalar\u0131n\u0131 sa\u011flar. Uzun s\u00fcredir sizden al\u0131\u015fveri\u015f yapan m\u00fc\u015fterilerinize bonuslar sunmak (3 y\u0131ld\u0131r bizi tercih etti\u011finiz i\u00e7in te\u015fekk\u00fcrler) m\u00fc\u015fterinizin sadakatini g\u00fc\u00e7lendirip markan\u0131zla ili\u015fkisinin devaml\u0131l\u0131\u011f\u0131n\u0131 sa\u011flayacakt\u0131r.<\/li>\n<\/ul>\n<p><strong>3.M\u00fc\u015fterilerinizin deneyimlerini anlay\u0131n.<\/strong><\/p>\n<p>Kullan\u0131c\u0131 datas\u0131n\u0131 kaydedip inceledi\u011fimizden beri, m\u00fc\u015fterilerimizin total tatmini, tercih etti\u011fi \u00f6zellikler, al\u0131\u015fveri\u015f deneyimi, de\u011fi\u015ftirilmesi ya da g\u00fcncellenmesi gerekenler vb. istekleri ve ihtiya\u00e7lar\u0131 hakk\u0131nda bilinebilecek her \u015feyi bildi\u011fimiz hatas\u0131na kap\u0131labiliriz. M\u00fc\u015fterilerinizin deneyimlerine daha geni\u015f bir anlay\u0131\u015f getirmek i\u00e7in baz\u0131 yollar mevcut. Kullan\u0131c\u0131yla direkt ileti\u015fimle eri\u015filebilen nitel veriler daha i\u015flevsel bilgiler sunabilir. M\u00fc\u015fteri Memnuniyeti Ara\u015ft\u0131rmas\u0131, m\u00fc\u015fterilerin beklentileri, istenilen ve ger\u00e7ekte olan deneyimleri hakk\u0131nda daha derinlemesine bir sonu\u00e7 sunabilir. \u00d6rne\u011fin, ilk al\u0131\u015fveri\u015flerinden sonra m\u00fc\u015fterilerinize al\u0131\u015fveri\u015f deneyimleri hakk\u0131nda anket (sat\u0131n alma s\u00fcreci, kargo, teslim, \u00fcr\u00fcn hakk\u0131ndaki g\u00f6r\u00fc\u015fleri) g\u00f6nderebilirsiniz. Ayr\u0131ca, ilk al\u0131\u015fveri\u015flerinin tamam\u0131n\u0131 iade eden m\u00fc\u015fterilerinizi arayarak sorunun ne oldu\u011funu sorup durumu telafi etmek isteyebilirsiniz. Bu nitel veri, daha fazla ilgi g\u00f6stermeniz gereken kullan\u0131c\u0131 deneyimlerini vurgulayabilir.<\/p>\n<p><strong>4<\/strong>.<strong>Kay\u0131p m\u00fc\u015fterileriniz i\u00e7in yeniden pazarlama yap\u0131n.<\/strong><\/p>\n<p>Sizden daha \u00f6nce al\u0131\u015fveri\u015f yapm\u0131\u015f bir m\u00fc\u015fteri yak\u0131nlarda sitenizi ziyaret etmemi\u015f ya da b\u00fclteninize kay\u0131t olmam\u0131\u015f olabilir. Bu, yeni \u00fcr\u00fcnlerinizin, teklifleriniz ve planlar\u0131n\u0131z\u0131n hakk\u0131nda bir fikirleri olmad\u0131\u011f\u0131 anlam\u0131na geliyor. Basit\u00e7e, bu m\u00fc\u015fterilere ula\u015fmak ve yeni \u00fcr\u00fcnleriniz hakk\u0131nda bilgi vermek, markan\u0131zla yeniden ili\u015fki kurmalar\u0131n\u0131 sa\u011flayacak ve size sat\u0131\u015f olarak d\u00f6necektir. Tekrar pazarlama, yak\u0131nlarda sitenizi ziyaret etmi\u015f ya da mobil uygulaman\u0131z\u0131 kullanm\u0131\u015f var olan, kay\u0131p ya da potansiyel m\u00fc\u015fterilerinize y\u00f6nelik reklamlar hedeflemenizi sa\u011flar. Bu tip tekrar pazarlama Google Display Network\u2019 e ba\u011fl\u0131 web sitelerinde ve sorgular \u00fczerine \u00e7al\u0131\u015ft\u0131\u011f\u0131ndan benzer \u00fcr\u00fcnler arat\u0131ld\u0131\u011f\u0131nda Google\u2019da reklamlar\u0131n\u0131z\u0131 g\u00f6sterebilir. Buradaki d\u00fc\u015f\u00fcnce, m\u00fc\u015fterilerinizi olduklar\u0131 yerde bulmak ve onlar\u0131n aktif olarak sitenizi ya da uygulaman\u0131z\u0131 kontrol etmesine gerek kalmadan marka bilinirli\u011finizi art\u0131rmakt\u0131r.<\/p>\n<p><strong>5. M\u00fc\u015fteriye g\u00fcc\u00fcn\u00fc geri verin.<\/strong><\/p>\n<p>Y\u0131llard\u0131r dijital pazarlama de\u011fi\u015fkenleri m\u00fc\u015fterilere kendi isteklerinden ziyade pazarlamac\u0131lar onlardan ne istiyorsa onu yapt\u0131rmaya \u00e7al\u0131\u015f\u0131yor. Art\u0131k m\u00fc\u015fteriler daha fazla se\u00e7ene\u011fe ula\u015fabilir oldu\u011funa g\u00f6re bunu de\u011fi\u015ftirmeliyiz. Pazarlamac\u0131lar art\u0131k sert tutum sergileyemezler, ak\u0131ll\u0131 davran\u0131p kontrol\u00fc m\u00fc\u015fteriye devretmeliler. M\u00fc\u015fteriler manip\u00fcle edildiklerini ya da kendilerinden fayda sa\u011fland\u0131\u011f\u0131n\u0131 hissedebilirler. Bu sebeple, m\u00fc\u015fteri ya\u015fam d\u00f6ng\u00fcs\u00fcn\u00fcn hangi basama\u011f\u0131nda olurlarsa olsunlar m\u00fc\u015fterilerinize sayg\u0131 g\u00f6sterin. \u00d6rne\u011fin, yeni m\u00fc\u015fteriniz olmu\u015f ki\u015filer i\u00e7in onlar\u0131 hedeflenmemi\u015f, alakas\u0131z maillere bo\u011fmak yerine marka bilinirli\u011finizi vurgulayan bir kulu\u00e7ka evresi yaratabilirsiniz. Aktif m\u00fc\u015fterileriniz i\u00e7in ise se\u00e7enekler sunun, mesela indirim ya da \u00fccretsiz kargo se\u00e7eneklerinden birini se\u00e7me f\u0131rsat\u0131 verin, b\u00f6ylece kontrol sahibi ve s\u00fcrece dahil olduklar\u0131n\u0131 hissedebilirler. Pazarlamac\u0131lar art\u0131k yeni m\u00fc\u015fterilerinin kay\u0131p m\u00fc\u015fterilere d\u00f6n\u00fc\u015fmesini kar\u015f\u0131layamaz ve de eskileriyle ili\u015fkilerini bitirip yeni m\u00fc\u015fteriler kazanmay\u0131 bekleyemezler. Bunun yerine pazarlamac\u0131lar m\u00fc\u015fterilerinin onlarla kalmas\u0131n\u0131 sa\u011flamaya odaklanmal\u0131, bu m\u00fc\u015fterileri bir anda b\u0131kt\u0131rmamak ve uzun vadeli bir ba\u011fl\u0131l\u0131k i\u00e7in harcama oranlar\u0131n\u0131 g\u00f6z \u00f6n\u00fcnde bulundurarak m\u00fc\u015fteri sadakatini sa\u011flamal\u0131d\u0131r. M\u00fc\u015fteri koruma, g\u00fcn\u00fcm\u00fcz \u00e7evrimi\u00e7i t\u00fcketim pazarlamac\u0131l\u0131\u011f\u0131n\u0131n temel ilkelerinden biridir. M\u00fc\u015fteri d\u00f6n\u00fc\u015f\u00fcmlerindeki %1\u2019lik bir art\u0131\u015f, toplam kazan\u00e7ta <strong><span style=\"color: #00ccff;\">%10<\/span><\/strong>\u2019luk bir art\u0131\u015fa sebep olacakt\u0131r. Global bir ara\u015ft\u0131rma firmas\u0131n\u0131n bilgilerine g\u00f6re ise m\u00fc\u015fteri d\u00f6n\u00fc\u015f\u00fcmlerindeki<strong><span style=\"color: #00ccff;\"> %5<\/span><\/strong>\u2019lik bir art\u0131\u015f, karda <strong><span style=\"color: #00ccff;\">%25-%40<\/span><\/strong> aras\u0131 bir art\u0131\u015f sa\u011flayabilir. Her bir m\u00fc\u015fterinin de\u011ferini maksimize ederek, firman\u0131za olduk\u00e7a de\u011ferli bir b\u00fcy\u00fcme kazand\u0131rabilirsiniz.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sat\u0131\u015f oranlar\u0131n\u0131 art\u0131rmak, m\u00fc\u015fteri kayb\u0131n\u0131 \u00f6nlemek ve sad\u0131k m\u00fc\u015fteri taban\u0131n\u0131z\u0131 g\u00fc\u00e7lendirmek i\u00e7in bu yakla\u015f\u0131mlar\u0131 hemen kullanmaya ba\u015flayabilirsiniz. T\u00fcm pazarlamac\u0131lar m\u00fc\u015fteri elde tutabilme becerisinin i\u015finizi b\u00fcy\u00fctmek ve kar\u0131n\u0131z\u0131 art\u0131rmak i\u00e7in olduk\u00e7a etkili bir y\u00f6ntem oldu\u011funu bilirler. Fakat, bug\u00fcn\u00fcn rekabet\u00e7i manzaras\u0131nda pazarlamac\u0131lar [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":32286,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2085,2093],"tags":[],"class_list":["post-17170","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-2","category-dijital-pazarlama-blog-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.8.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Dijital Pazarlamac\u0131lar \u0130\u00e7in M\u00fc\u015fteriyi Elde Tutman\u0131n 5 Yolu - Revotas<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.revotas.com\/tr\/blog\/musteriyi-elde-tutmanin-5-yolu\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dijital Pazarlamac\u0131lar \u0130\u00e7in M\u00fc\u015fteriyi Elde Tutman\u0131n 5 Yolu - Revotas\" \/>\n<meta property=\"og:description\" content=\"Sat\u0131\u015f oranlar\u0131n\u0131 art\u0131rmak, m\u00fc\u015fteri kayb\u0131n\u0131 \u00f6nlemek ve sad\u0131k m\u00fc\u015fteri taban\u0131n\u0131z\u0131 g\u00fc\u00e7lendirmek i\u00e7in bu yakla\u015f\u0131mlar\u0131 hemen kullanmaya ba\u015flayabilirsiniz. T\u00fcm pazarlamac\u0131lar m\u00fc\u015fteri elde tutabilme becerisinin i\u015finizi b\u00fcy\u00fctmek ve kar\u0131n\u0131z\u0131 art\u0131rmak i\u00e7in olduk\u00e7a etkili bir y\u00f6ntem oldu\u011funu bilirler. 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