{"id":189294,"date":"2024-06-13T18:35:24","date_gmt":"2024-06-13T15:35:24","guid":{"rendered":"https:\/\/www.enerjigazetesi.ist\/?p=189294"},"modified":"2024-06-13T18:36:09","modified_gmt":"2024-06-13T15:36:09","slug":"turkiyenin-musteri-deneyiminde-oncu-sektorleri-ve-markalari-belli-oldu","status":"publish","type":"post","link":"https:\/\/www.enerjigazetesi.ist\/en\/turkiyenin-musteri-deneyiminde-oncu-sektorleri-ve-markalari-belli-oldu\/","title":{"rendered":"(Turkish) M\u00fc\u015fteri Deneyiminde \u00d6nc\u00fc Sekt\u00f6rler ve Markalar Belli Oldu"},"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

KPMG T\u00fcrkiye taraf\u0131ndan haz\u0131rlanan \u201c2023 M\u00fc\u015fteri Deneyiminde T\u00fcrkiye: M\u00fckemmelli\u011fe Yolculuk\u201d raporunda, 8 farkl\u0131 sekt\u00f6rden 50’den fazla markan\u0131n m\u00fc\u015fteri deneyimi performanslar\u0131 KPMG’nin k\u00fcresel standartlar\u0131na g\u00f6re de\u011ferlendirildi. Buna g\u00f6re g\u0131da d\u0131\u015f\u0131 perakendecilik, m\u00fc\u015fteri deneyiminde lider sekt\u00f6r olurken m\u00fc\u015fteri a\u00e7\u0131s\u0131ndan b\u00fct\u00fcnsellik ve d\u00fcr\u00fcstl\u00fck bile\u015feni y\u00fczde 17,8 ile m\u00fc\u015fterilerin en \u00e7ok \u00f6nem verdi\u011fi bile\u015fen olarak \u00f6ne \u00e7\u0131kt\u0131. Raporda ayr\u0131ca T\u00fcrkiye’nin m\u00fc\u015fteri deneyiminde \u00f6nc\u00fc ilk 10 markas\u0131na ve m\u00fckemmellik skorlar\u0131na da yer verildi.<\/strong><\/h2>\n

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KPMG T\u00fcrkiye, sekt\u00f6rde bir ilk olan \u201c2023 M\u00fc\u015fteri Deneyiminde T\u00fcrkiye: M\u00fckemmelli\u011fe Yolculuk\u201d raporunu a\u00e7\u0131klad\u0131. T\u00fcrkiye genelinde 1.000’den fazla t\u00fcketiciyle yap\u0131lan ara\u015ft\u0131rmaya dayanarak, 8 farkl\u0131 sekt\u00f6rden 50’den fazla markan\u0131n m\u00fc\u015fteri deneyimi performanslar\u0131 KPMG’nin k\u00fcresel standartlar\u0131na g\u00f6re de\u011ferlendirildi ve s\u0131raland\u0131.\u00a0 B\u00fct\u00fcnsellik ve d\u00fcr\u00fcstl\u00fck, zaman ve efor, \u00e7\u00f6z\u00fcm, ki\u015fiye \u00f6zel k\u0131lma, beklentiler ve empati olmak \u00fczere m\u00fc\u015fteri deneyiminin \u201c6 Bile\u015feni\u201d bu ara\u015ft\u0131rman\u0131n merkezinde yer ald\u0131.<\/p>\n

M\u00fc\u015fteri deneyiminin 6 bile\u015fen performanslar\u0131na bak\u0131ld\u0131\u011f\u0131nda, T\u00fcrkiye’deki \u015firketlerin b\u00fcy\u00fck k\u0131sm\u0131n\u0131n m\u00fc\u015fteri deneyimi performans\u0131 a\u00e7\u0131s\u0131ndan iyi bir seviyede konumland\u0131\u011f\u0131 ancak geli\u015fime a\u00e7\u0131k alanlar\u0131n\u0131n oldu\u011fu tespit edildi. M\u00fc\u015fteri perspektifinden bak\u0131ld\u0131\u011f\u0131nda B\u00fct\u00fcnsellik ve D\u00fcr\u00fcstl\u00fck bile\u015feni y\u00fczde 17,8 ile m\u00fc\u015fterilerin en \u00e7ok \u00f6nem atfetti\u011fi bile\u015fen olarak \u00f6ne \u00e7\u0131karken T\u00fcrkiye’deki \u015firketlerin bu bile\u015fendeki performanslar\u0131na bak\u0131ld\u0131\u011f\u0131nda b\u00fct\u00fcnsellik ve g\u00fcven sunumlar\u0131nda iyile\u015ftirme ihtiya\u00e7lar\u0131n\u0131n oldu\u011fu g\u00f6r\u00fcld\u00fc. Buna kar\u015f\u0131n m\u00fc\u015fteri perspektifinden \u201cZaman ve Efor\u201d fakt\u00f6r\u00fc T\u00fcrkiye’deki \u015firketlerin en g\u00fc\u00e7l\u00fc oldu\u011fu metrik olarak ortaya \u00e7\u0131kt\u0131 ve ortalama 8,23 skoru ile \u201cZaman ve Efor\u201d bile\u015feni t\u00fcm sekt\u00f6rler aras\u0131nda en iyi performans\u0131 g\u00f6sterdi. Ancak T\u00fcrk kat\u0131l\u0131mc\u0131lara g\u00f6re \u201cZaman ve Efor\u201d bile\u015feni \u00f6nem s\u0131ras\u0131nda y\u00fczde 16,1 ile 5. s\u0131rada yer ald\u0131.<\/p>\n

\u201c\u00c7\u00f6z\u00fcm\u201d ve \u201cKi\u015fiye \u00d6zel K\u0131lma\u201d bile\u015fenleri m\u00fckemmel bir m\u00fc\u015fteri deneyimi i\u00e7in bir di\u011fer temel itici g\u00fc\u00e7 olarak \u00f6ne \u00e7\u0131kt\u0131 ve m\u00fc\u015fteri deneyimi kapsam\u0131ndaki s\u00fcre\u00e7lerin T\u00fcrkiye’deki \u00e7o\u011fu \u015firket taraf\u0131ndan genel alg\u0131n\u0131n iyi olmas\u0131 i\u00e7in gerekli oldu\u011funu g\u00f6sterdi. Bunlar\u0131n yan\u0131 s\u0131ra m\u00fc\u015fteriyle empati kurma konusunda ise T\u00fcrkiye’deki \u015firketler di\u011fer ba\u015fl\u0131klara g\u00f6re geride kald\u0131 ve \u201cEmpati\u201d 7,86 ile en d\u00fc\u015f\u00fck performans\u0131 g\u00f6steren bile\u015fen oldu. Bu sonu\u00e7 \u015firketlerin, \u00f6zellikle kriz d\u00f6nemlerinde m\u00fc\u015fterileriyle empati kurmakta ve onlar\u0131n bireysel durumlar\u0131n\u0131 daha iyi anlamakta zorlanmaya devam etti\u011fini g\u00f6sterdi.<\/p>\n

M\u00fc\u015fteri Deneyiminde Lider Sekt\u00f6r G\u0131da D\u0131\u015f\u0131 Perakendecilik<\/strong><\/h3>\n

Raporda farkl\u0131 sekt\u00f6rler \u00f6zelinde de m\u00fc\u015fteri deneyimi kavram\u0131 6 Bile\u015fen modeli ile analiz edildi. M\u00fc\u015fterilere verilen g\u00fcven, m\u00fc\u015fteriye sunulan \u00e7\u00f6z\u00fcmlemeler, beklentilerin kar\u015f\u0131lanmas\u0131, deneyimin ki\u015fiye \u00f6zel k\u0131l\u0131nmas\u0131, m\u00fc\u015fteriyle kurulan empati ve m\u00fc\u015fteriye zaman ve efor anlam\u0131nda sunulan deneyimler sekt\u00f6rler genelinde incelendi.<\/p>\n

Buna g\u00f6re g\u0131da d\u0131\u015f\u0131 perakendecilik sekt\u00f6r\u00fcn\u00fcn 8,23 m\u00fc\u015fteri deneyimi m\u00fckemmellik skoru ile t\u00fcm sekt\u00f6rler aras\u0131nda m\u00fc\u015fteri deneyimi konusunda \u00f6nc\u00fc oldu\u011fu ortaya \u00e7\u0131kt\u0131. Finansal hizmetler 8,15 skoru ile ikinci s\u0131rada yer al\u0131rken sekt\u00f6rdeki m\u00fckemmel m\u00fc\u015fteri deneyimi \u00e7abalar\u0131 m\u00fc\u015fteriler taraf\u0131ndan olumlu kar\u015f\u0131land\u0131. Finansal hizmetler sekt\u00f6r\u00fcnde, makroekonomik zorluklar nedeniyle bir d\u00fc\u015f\u00fc\u015f beklentisi olmas\u0131na ra\u011fmen bir\u00e7ok finansal hizmet sa\u011flay\u0131c\u0131s\u0131n\u0131n zorlu d\u00f6nemini m\u00fc\u015fteri deneyimi odakl\u0131 \u00e7al\u0131\u015fmalar\u0131 ile ba\u015far\u0131l\u0131 \u015fekilde atlatt\u0131\u011f\u0131 g\u00f6r\u00fcld\u00fc.<\/p>\n

Seyahat ve Konaklama sekt\u00f6r\u00fc, Covid-19 seyahat k\u0131s\u0131tlamalar\u0131n\u0131n sona ermesiyle birlikte operasyonel g\u00fcc\u00fcn\u00fc tekrar iyile\u015ftirerek 8,14 skoruyla g\u0131da d\u0131\u015f\u0131 perakendecilik ve finansal hizmetler sekt\u00f6rlerinin ard\u0131ndan geldi. G\u0131da perakendecili\u011fi ise t\u00fcm sekt\u00f6rlerin ortalamas\u0131n\u0131n alt\u0131nda yer al\u0131rken m\u00fc\u015fterilerle g\u00fc\u00e7l\u00fc bir ba\u011f kurabilmek ve m\u00fc\u015fteri ihtiya\u00e7lar\u0131n\u0131 anlamak i\u00e7in promosyonlar, sadakat programlar\u0131 ve ek hizmetler gibi \u00e7\u00f6z\u00fcmler, y\u00fcksek fiyatlar\u0131 dengelemekte kritik \u00f6neme sahip oldu. Listede otomotiv sekt\u00f6r\u00fc 8,00 skoru ile d\u00f6rd\u00fcnc\u00fc e\u011flence sekt\u00f6r\u00fc 7,86 skoruyla be\u015finci s\u0131rada yer ald\u0131. Telekom ve lojistik sekt\u00f6rleri ise m\u00fc\u015fteri deneyimi m\u00fckemmellik skorlamas\u0131nda s\u0131ras\u0131yla 7,36 ve 7,26 skorlar\u0131yla en d\u00fc\u015f\u00fck performans\u0131 sergiledi.<\/p>\n

M\u00fc\u015fteri Deneyiminde \u00d6nc\u00fc \u0130lk 10 Marka<\/h3>\n

Raporda m\u00fc\u015fterilere 6 bile\u015fenin yap\u0131 ta\u015flar\u0131 hakk\u0131nda sorular soruldu ve marka hakk\u0131ndaki sorular\u0131 0 ile 10 aras\u0131nda de\u011ferlendirmeleri istendi. \u015eartlar\u0131 sa\u011flayan her bir marka i\u00e7in genel m\u00fc\u015fteri deneyimi m\u00fckemmellik skoru da ortaya \u00e7\u0131kar\u0131ld\u0131. Buna g\u00f6re T\u00fcrkiye’nin m\u00fc\u015fteri deneyiminde \u00f6nc\u00fc markalar\u0131 ve puanlar\u0131 \u015fu \u015fekilde oldu*:<\/p>\n

\"\"<\/p>\n

\u201cM\u00fc\u015fteri Deneyimi, M\u00fc\u015fteri G\u00f6z\u00fcnde Deneyimi Olu\u015fturan B\u00fct\u00fcn Bile\u015fenlerin Uyum \u0130\u00e7erisinde \u00c7al\u0131\u015fmas\u0131 ile Elde Edilebilir\u201d<\/strong><\/h3>\n

Haz\u0131rlad\u0131klar\u0131 kapsaml\u0131 rapor hakk\u0131nda de\u011ferlendirmede bulunan KPMG T\u00fcrkiye \u0130novasyon ve Teknoloji Dan\u0131\u015fmanl\u0131\u011f\u0131 Lideri G\u00f6khan Matarac\u0131<\/strong>, \u201cEkonomik ko\u015fullar sekt\u00f6rleri her zaman derinden etkilemi\u015ftir. \u015eirketlerin bu zorlay\u0131c\u0131 i\u015f ortam\u0131nda devaml\u0131l\u0131\u011f\u0131n\u0131 sa\u011flamak i\u00e7in kar\u015f\u0131la\u015f\u0131lan komplike problemlere efektif \u00e7\u00f6z\u00fcmler \u00fcretmeleri gerekir. B\u00fct\u00fcn engeller ve k\u0131s\u0131tlamalara ra\u011fmen m\u00fc\u015fteri deneyimi a\u00e7\u0131s\u0131ndan standartlar\u0131n\u0131 koruyup geli\u015ftirebilen \u015firketler m\u00fc\u015fteriler nezdinde ilgi g\u00f6r\u00fcyor. Bu nedenle \u015firketler i\u00e7in m\u00fc\u015fteri deneyiminin de\u011feri art\u0131yor, artan de\u011ferle do\u011fru orant\u0131l\u0131 olarak \u015firketler taraf\u0131ndan bu konuya ayr\u0131lan kaynaklar da b\u00fcy\u00fcyor. Kaynak y\u00f6netimini yapmak, yenilik\u00e7i teknolojilerin kullan\u0131m\u0131 ile zamandan ve maliyetten tasarruf sa\u011flayarak m\u00fcmk\u00fcn olabilir. Bir b\u00fct\u00fcn olarak ele al\u0131nan m\u00fc\u015fteri deneyimi kavram\u0131, m\u00fc\u015fteri g\u00f6z\u00fcnde deneyimi olu\u015fturan t\u00fcm bile\u015fenlerin uyum i\u00e7erisinde \u00e7al\u0131\u015fmas\u0131 ile elde edilebilir. KPMG T\u00fcrkiye olarak haz\u0131rlad\u0131\u011f\u0131m\u0131z M\u00fc\u015fteri Deneyimi M\u00fckemmeliyeti raporunda da alt\u0131 ana ba\u015fl\u0131k alt\u0131nda bu bile\u015fenleri irdeliyoruz. Bunun i\u00e7in farkl\u0131 sekt\u00f6rlerden 1.000’den fazla t\u00fcketici ile etkile\u015fim kurduk ve T\u00fcrkiye’de m\u00fc\u015fteri memnuniyeti anlay\u0131\u015f\u0131na dair \u00f6nemli noktalar\u0131n neler oldu\u011fu ve beklentilerin nas\u0131l \u015fekillendi\u011fine ili\u015fkin de\u011ferli i\u00e7 g\u00f6r\u00fcler sunduk.\u201d<\/em> dedi.<\/p>\n

KPMG T\u00fcrkiye Strateji ve Operasyonlar Dan\u0131\u015fmanl\u0131\u011f\u0131 Direkt\u00f6r\u00fc Ay\u015feg\u00fcl Eser<\/strong> ise raporu, \u201cArt\u0131k hi\u00e7bir kurumun organizasyon \u015femas\u0131 sadece \u00e7al\u0131\u015fanlar\u0131ndan olu\u015fmuyor. Sokakta g\u00f6rd\u00fc\u011f\u00fcn\u00fcz her insan\u0131 organizasyonunuzun bir par\u00e7as\u0131 yapabilir, stratejik kararlar\u0131n\u0131z\u0131 birlikte alabilir ve gelece\u011fi \u015fekillendirebilirsiniz. Her insan bir yerde m\u00fc\u015fteridir. Art\u0131k her birey hem talebi yaratmakta hem de arz\u0131 modellemektedir. Gelecek, g\u00f6z\u00fcm\u00fcz\u00fcn bug\u00fcn g\u00f6rd\u00fc\u011f\u00fcn\u00fc yar\u0131n\u0131n hayalini tasarlamak i\u00e7in kullanan \u015firketlerin olacakt\u0131r.\u201d<\/em> \u015feklinde de\u011ferlendirdi.<\/p>\n

Raporun tamam\u0131na ula\u015fmak i\u00e7in TIKLAYIN>><\/strong><\/a><\/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. KPMG T\u00fcrkiye taraf\u0131ndan haz\u0131rlanan \u201c2023 M\u00fc\u015fteri Deneyiminde T\u00fcrkiye: M\u00fckemmelli\u011fe Yolculuk\u201d raporunda, 8 farkl\u0131 sekt\u00f6rden 50’den fazla markan\u0131n m\u00fc\u015fteri deneyimi performanslar\u0131 KPMG’nin k\u00fcresel […]<\/p>\n","protected":false},"author":1,"featured_media":189296,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[53],"tags":[2350,26433,69800,4479,1787,846],"views":33,"_links":{"self":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts\/189294"}],"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=189294"}],"version-history":[{"count":0,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts\/189294\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/media\/189296"}],"wp:attachment":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/media?parent=189294"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/categories?post=189294"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/tags?post=189294"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}