{"id":115102,"date":"2020-06-10T17:26:16","date_gmt":"2020-06-10T14:26:16","guid":{"rendered":"https:\/\/www.enerjigazetesi.ist\/?p=115102"},"modified":"2020-06-10T17:27:10","modified_gmt":"2020-06-10T14:27:10","slug":"pandemi-musteri-deneyimindeki-ezberleri-bozdu","status":"publish","type":"post","link":"https:\/\/www.enerjigazetesi.ist\/en\/pandemi-musteri-deneyimindeki-ezberleri-bozdu\/","title":{"rendered":"(Turkish) ’Pandemi’ M\u00fc\u015fteri Deneyimindeki Ezberleri Bozdu!"},"content":{"rendered":"

Sorry, this entry is only available in Turkish<\/a>. For the sake of viewer convenience, the content is shown below in the alternative language. You may click the link to switch the active language.<\/p>

<\/p>\n

Yeni tip koronavir\u00fcs (Kovid-19) ile birlikte farkl\u0131 ya\u015fam \u015fekilleri ile tan\u0131\u015ft\u0131k ve baz\u0131 davran\u0131\u015f ve al\u0131\u015fkanl\u0131klar\u0131m\u0131z da d\u00f6n\u00fc\u015ft\u00fc. Bununla beraber uzmanlar, dan\u0131\u015fmanlar ve \u00f6\u011fretim g\u00f6revlileri pandeminin t\u00fcketici davran\u0131\u015flar\u0131 \u00fczerindeki olas\u0131 d\u00f6n\u00fc\u015f\u00fcm\u00fc \u00fczerinde ara\u015ft\u0131rmalar yaparak g\u00f6r\u00fc\u015f bildirmeye ba\u015flad\u0131. Wiseback\u2019in T\u00fcketici Davran\u0131\u015flar\u0131 Dan\u0131\u015fman\u0131 Aysun \u015eabanl\u0131<\/strong>, t\u00fcketici davran\u0131\u015flar\u0131 ve m\u00fc\u015fteri deneyimi alan\u0131ndaki de\u011fi\u015fim s\u00fcreci hakk\u0131nda de\u011ferlendirmelerde bulundu.<\/h1>\n

60 ya\u015f \u00fcst\u00fc e-ticaret ile tan\u0131\u015ft\u0131<\/h2>\n

\u0130nternet kullan\u0131c\u0131lar\u0131 aras\u0131nda online al\u0131\u015fveri\u015f siteleri<\/strong>nden al\u0131\u015fveri\u015f yapanlar\u0131 oran\u0131 %63<\/strong>\u2019e ula\u015ft\u0131 (We are Social, 2020, T\u00fcrkiye Verisi).<\/p>\n

ALADIN\u2019in raporuna g\u00f6re, ara\u015ft\u0131rmaya kat\u0131lanlar\u0131n %40<\/strong>\u2019\u0131 ilk online al\u0131\u015fveri\u015flerini Covid-19<\/strong>\u2019un bizleri evlere kapatt\u0131\u011f\u0131 d\u00f6nemde yapm\u0131\u015flar. Bu da asl\u0131nda yeni bir t\u00fcketici kitlesinin ve \u00f6zellikle de 60 ya\u015f \u00fcst\u00fc t\u00fcketici segmenti<\/strong>nin de e-ticaret hedef kitlesi aras\u0131na kat\u0131ld\u0131\u011f\u0131n\u0131 g\u00f6stermektedir.<\/p>\n

\"\"<\/p>\n

E-ticaret markalar\u0131 s\u0131n\u0131fta kald\u0131<\/h2>\n

Pandeminin ilk haftalar\u0131nda olu\u015fan panik havas\u0131, temel ihtiya\u00e7lar\u0131m\u0131z\u0131 kar\u015f\u0131lama endi\u015fesi<\/strong> ve ya\u015fanan gecikmelere<\/strong> ve aksakl\u0131klara, dayan\u0131\u015fma ruhuyla<\/strong> g\u00f6sterdi\u011fimiz m\u00fcsamaha, ilerleyen haftalarda yerini bili\u015fsel bir de\u011ferlendirmeye b\u0131rakt\u0131. Bu d\u00f6nemde t\u00fcketicisinin kalbini kazanan markalar oldu. Bunlar \u00fcr\u00fcn kalitesi iyi olan, teslimat zaman\u0131n\u0131 do\u011fru planlayan, \u015fikayetlere pozitif bir \u015fekilde geri d\u00f6n\u00fc\u015f yapan markalar oldu.<\/p>\n

Bili\u015fsel de\u011ferlendirme d\u00f6neminde bir\u00e7ok bilinen e-ticaret markas\u0131n\u0131n ise s\u0131n\u0131fta kald\u0131\u011f\u0131n\u0131 g\u00f6zlemledik.<\/p>\n

M\u00fc\u015fteri deneyiminde beklenti: Toplam kalite<\/h2>\n

G\u00f6r\u00fcnen \u015fu ki, dijital d\u00f6n\u00fc\u015f\u00fcm sadece teknolojiyi bir sat\u0131\u015f kanal\u0131 olarak i\u015fletmemize entegre etmemiz, m\u00fc\u015fteri i\u00e7in de\u011ferli bir marka olmak i\u00e7in ve sadakati art\u0131rmak i\u00e7in yeterli de\u011fil. Dijital \u00e7a\u011f\u0131 do\u011fru anlamak ve t\u00fcm s\u00fcre\u00e7leri bu dinamiklere g\u00f6re d\u00f6n\u00fc\u015ft\u00fcrmek, \u00f6zellikle i\u00e7inden ge\u00e7ti\u011fimiz s\u00fcre\u00e7ten sonra daha da \u00f6nemli bir hal alm\u0131\u015ft\u0131r.<\/p>\n

E-ticaret sitelerinin toplam m\u00fc\u015fteri kalitesi s\u00fcre\u00e7lerini dijital \u00e7a\u011f\u0131n d\u00f6n\u00fc\u015ft\u00fcrd\u00fc\u011f\u00fc k\u00fclt\u00fcre ve \u00e7a\u011f\u0131n dinamiklerine uygun \u015fekilde yeniden kurgulanmas\u0131 art\u0131k ka\u00e7\u0131n\u0131lmazd\u0131r.<\/p>\n

\u0130nsan odakl\u0131l\u0131k ve \u015feffafl\u0131k<\/h2>\n

Dijital \u00e7a\u011fda t\u00fcketiciler de markalardan ald\u0131klar\u0131 hizmetleri de\u011ferlendirme ve bu de\u011ferlendirmelerini sosyal a\u011flarda payla\u015fma \u015fans\u0131na sahipler. Bilgiye art\u0131k her yerden eri\u015febilme \u00f6zg\u00fcrl\u00fc\u011f\u00fcyle bilgi demokratikle\u015fti. Bununla beraber \u015feffafl\u0131k yeni bir de\u011fer olarak kar\u015f\u0131m\u0131za \u00e7\u0131k\u0131yor. Markalar\u0131n da bu d\u00f6n\u00fc\u015fen yeni unsurlar\u0131n fark\u0131nda olmas\u0131 ve bu d\u00f6n\u00fc\u015f\u00fcme k\u00fclt\u00fcrel ve organizasyonel anlamda ayak uydurmas\u0131 bir farkl\u0131la\u015fma unsuru de\u011fil, bilakis bir zorunluluktur.<\/p>\n

Bu de\u011fi\u015fim neticesinde, i\u015f yap\u0131\u015f \u015fekillerinde d\u00f6n\u00fc\u015fmesi gereken k\u00fclt\u00fcr, t\u00fcketiciyi \u201ct\u00fcketen\u201d<\/strong> olarak de\u011fil insan olarak konumland\u0131rmak ve t\u00fcm organizasyona bu k\u00fclt\u00fcr\u00fc a\u015f\u0131lamak olmal\u0131d\u0131r. Dolay\u0131s\u0131yla di\u011fer t\u00fcm s\u00fcre\u00e7lerin de insan odakl\u0131 \u015fekilde evrilmesi gerekiyor.<\/p>\n

\u201c\u0130nsan\u201d ile ileti\u015fim, dijital \u00e7a\u011f\u0131n yeni de\u011ferini i\u00e7erecek \u015fekilde t\u00fcm s\u00fcre\u00e7ler \u015feffaf bir \u015fekilde ve samimiyetle aktar\u0131lmal\u0131d\u0131r.<\/p>\n

E-ticarette dikkat edilmesi gerekenler<\/h2>\n

Bir\u00e7ok e-ticaret sitesi pazar yeri modelinde \u00e7al\u0131\u015f\u0131yor olsa da, toplam m\u00fc\u015fteri deneyimi kalitesi i\u00e7in tedarik zincirinin her halkas\u0131nda m\u00fc\u015fterisinin yan\u0131nda olmal\u0131 ve s\u00fcrecin her basama\u011f\u0131nda sorumluluk almal\u0131d\u0131r. Bu s\u00fcre\u00e7lerden bahsetmek gerekirse;<\/p>\n

– \u00dcr\u00fcn kalitesi ve \u00fcr\u00fcn tan\u0131m\u0131:<\/strong> Tedarik\u00e7ilerin sa\u011flad\u0131\u011f\u0131 \u00fcr\u00fcnlerin kalitesinden, sitede tarif edildi\u011fi \u015fekilde olmas\u0131ndan emin olacak \u015fekilde i\u015fbirli\u011fi anla\u015fmalar\u0131 d\u00fczenlenmelidir.<\/p>\n

-Sorunsuz lojistik:<\/strong> E-ticaret siteleri, i\u015fbirli\u011fi i\u00e7inde olduklar\u0131 kargo firmalar\u0131n\u0131n, dijital d\u00f6n\u00fc\u015f\u00fcme pek de ayak uyduramam\u0131\u015f yap\u0131lar\u0131ndan bir habermi\u015f gibi davranmamak zorundad\u0131r. Bir e-ticaret sitesinden al\u0131\u015fveri\u015f yapan bir t\u00fcketici ba\u015ftan sona t\u00fcm s\u00fcre\u00e7lerde al\u0131\u015fveri\u015f yapt\u0131\u011f\u0131 site ile muhatapt\u0131r asl\u0131nda. Bir i\u015fletmenin ba\u015far\u0131l\u0131 olmas\u0131, i\u015fbirli\u011fi yapt\u0131\u011f\u0131 firmalar\u0131n da ba\u015far\u0131l\u0131 s\u00fcre\u00e7 y\u00f6netmeleri ile m\u00fcmk\u00fcn olabilir. Dolay\u0131s\u0131yla kargo firmalar\u0131yla t\u00fcketici aras\u0131nda ya\u015fanan sorunlar\u0131n da sorumlulu\u011funu almal\u0131d\u0131r. \u201c\u00dcr\u00fcn\u00fcm gelmedi\u201d veya \u201cge\u00e7 geldi\u201d \u015fikayeti al\u0131nd\u0131\u011f\u0131 zaman, \u201ckargo \u015firketinin sorumlulu\u011fudur\u201d diyerek i\u015fin i\u00e7inden \u00e7\u0131kmak asl\u0131nda dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn pek de benimsenmedi\u011fini g\u00f6sterir. D\u00fcnyada ba\u015far\u0131l\u0131 olmu\u015f dijital i\u015fletmelerin, i\u015fbirli\u011fi yapt\u0131klar\u0131 firmalar\u0131n geli\u015fim ve e\u011fitimlerini de \u00fcstlendiklerini g\u00f6r\u00fcyoruz. E-ticaret siteleri de, i\u015fbirli\u011fi i\u00e7inde olduklar\u0131 kargo firmalar\u0131n\u0131n ya s\u00fcre\u00e7lerini d\u00fczenlemeleri i\u00e7in k\u0131lavuzluk etmeli ve bu s\u00fcre\u00e7leri i\u015f anla\u015fmalar\u0131 i\u00e7inde zorunlu madde olarak belirtmeli, kargo firmalar\u0131n\u0131n dijital d\u00f6n\u00fc\u015f\u00fcme ayak uydurarak ak\u0131c\u0131 s\u00fcre\u00e7ler oturtmalar\u0131 i\u00e7in e\u011fitimlerini ve geli\u015fimlerini \u00fcstlenmelidir.<\/p>\n

– \u0130ade kolayl\u0131\u011f\u0131 ve para iade garantisi:<\/strong> Al\u0131\u015fveri\u015flerde al\u0131nan finansal risk duygusunu dindirmek i\u00e7in firmalar\u0131n iade ko\u015fullar\u0131n\u0131 da kolayla\u015ft\u0131rmalar\u0131, para iadesi garantisi vermeleri gerekmektedir. E-ticaret sitelerinin \u00fcr\u00fcn iadesi teslimat s\u00fcrecinden iade i\u015fleminin ger\u00e7ekle\u015fmesine de\u011fin t\u00fcm s\u00fcre\u00e7lerde sorumlulu\u011fu almas\u0131 ve m\u00fc\u015fterisine kolayl\u0131k sa\u011flamas\u0131 en \u00f6nemli unsurlardan biri olmal\u0131d\u0131r.<\/p>\n

– Her s\u00fcre\u00e7te, s\u00fcrekli ve insan odakl\u0131 ileti\u015fim: <\/strong>\u0130nsan odakl\u0131l\u0131k insan\u0131 iyice tan\u0131may\u0131 ve samimi, \u015feffaf ileti\u015fim kurmay\u0131 gerektirir. Markalar\u0131n teknolojik ara\u00e7lardan elde edilecek veriyi, art\u0131k sadece taktiksel promosyon amac\u0131yla kullanmay\u0131 b\u0131rakarak, m\u00fc\u015fterilerini tan\u0131mak, onlara ki\u015fisel \u00e7\u00f6z\u00fcmler sunmak ve ki\u015fiselle\u015ftirilmi\u015f ili\u015fki kurmak i\u00e7in do\u011fru \u015fekilde analiz etmeye ba\u015flamalar\u0131 ve stratejik s\u00fcre\u00e7lerini bu verilere g\u00f6re kurgulamaya ba\u015flamalar\u0131 zorunludur. M\u00fc\u015fterinin al\u0131\u015fveri\u015f yolculu\u011funun<\/strong> ba\u015ftan sonra her ad\u0131m\u0131n sorumlulu\u011fu al\u0131nmal\u0131 ve m\u00fc\u015fteri her ad\u0131mda bilgilendirilmelidir. M\u00fc\u015fteri temas noktas\u0131 haritas\u0131 \u00e7\u0131kar\u0131larak, ileti\u015fim tasar\u0131m\u0131 yap\u0131lmal\u0131, organizasyon bu tasar\u0131ma g\u00f6re adapte edilmelidir.<\/p>\n

Sonu\u00e7 olarak, 360 derece sosyal i\u015fletme<\/strong> olma hedefiyle, m\u00fc\u015fterisini yani insan\u0131 dinleyen ve anlayan<\/strong>, her ad\u0131mda sorumluluk alan sosyal bir marka, t\u00fcm s\u00fcre\u00e7lerini insan odakl\u0131, s\u00fcrekli inovasyonla \u015fekillendiren<\/strong> sosyal bir i\u015fletme vizyonuyla yola \u00e7\u0131k\u0131lmal\u0131d\u0131r.<\/p>","protected":false},"excerpt":{"rendered":"

Sorry, this entry is only available in Turkish. For the sake of viewer convenience, the content is shown below in the alternative language. You may click the link to switch the active language. Yeni tip koronavir\u00fcs (Kovid-19) ile birlikte farkl\u0131 ya\u015fam \u015fekilleri ile tan\u0131\u015ft\u0131k ve baz\u0131 davran\u0131\u015f ve al\u0131\u015fkanl\u0131klar\u0131m\u0131z da d\u00f6n\u00fc\u015ft\u00fc. Bununla beraber uzmanlar, dan\u0131\u015fmanlar […]<\/p>\n","protected":false},"author":1,"featured_media":115105,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[53,157],"tags":[73522,73524,37405,70109,73521,73523,52259,73520,57525,73519],"views":76,"_links":{"self":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts\/115102"}],"collection":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/comments?post=115102"}],"version-history":[{"count":0,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts\/115102\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/media\/115105"}],"wp:attachment":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/media?parent=115102"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/categories?post=115102"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/tags?post=115102"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}