{"id":38239,"date":"2023-01-30T07:26:16","date_gmt":"2023-01-30T07:26:16","guid":{"rendered":"https:\/\/smartmessage.com\/blog_tr\/how-can-banks-effectively-engage-with-their-audiences-during-the-pandemic\/"},"modified":"2024-05-15T13:11:57","modified_gmt":"2024-05-15T13:11:57","slug":"bankacilik-musteri-deneyimi","status":"publish","type":"post","link":"https:\/\/smartmessage.com\/tr\/blog-tr\/sektorel-pazarlama\/bankacilik-musteri-deneyimi\/","title":{"rendered":"Pandemi D\u00f6neminde Bankac\u0131lar Kitleleriyle Nas\u0131l Daha Etkin Dijital Etkile\u015fim Ger\u00e7ekle\u015ftirebilirler?"},"content":{"rendered":"<p>Covid-19 etkisiyle kapanan ya da i\u015f saatleri daralan \u015fubeler y\u00fcz\u00fcnden bankalar m\u00fc\u015fterilerine yakla\u015f\u0131mlar\u0131n\u0131 de\u011fi\u015ftirmek zorunda kald\u0131lar. Teknolojinin g\u00fcc\u00fcyle m\u00fc\u015fterilere uzaktan destek verebilmenin \u00f6nemini bir kez daha g\u00f6rd\u00fck. Bu \u00f6zelllikle Bankac\u0131l\u0131ki, Finans ve Sigorta sekt\u00f6rleri i\u00e7in \u00f6nemli bir gereksinim oldu. Teknoloji insanlar\u0131 \u00fcr\u00fcn ve hizmetlerle bulu\u015fturma y\u00f6n\u00fcnde fark yaaratan g\u00fcc\u00fcn\u00fcn g\u00f6sterdi. Biz bu y\u00fczden salg\u0131n y\u00fcz\u00fcnden h\u0131zlanan dijital m\u00fc\u015fteri etkile\u015fimine<strong>\u00a0Pandemi Etkisi\u00a0<\/strong>diyoruz. Mesafe kurallar\u0131 ve dokunmadan ileti\u015fim varolan hizmetlerin alternatif dijital kanallardan sunulmas\u0131 gereksinimi ortaya \u00e7\u0131kard\u0131.<\/p>\n<p>M\u00fc\u015fterinin i\u00e7eriye ad\u0131m atmas\u0131ndan sadakata, m\u00fc\u015fteri ser\u00fcvenleri Dijital Kanallar ile tekrar \u015fekillendi. <a href=\"https:\/\/smartmessage.com\/tr\/en-iyi-musteri-deneyimleri\/\">M\u00fc\u015fteri Deneyimi<\/a> (CX) art\u0131k Dijital Deneyime (DX) evrilen bir noktaya geldi, \u00e7\u00fcnk\u00fc dijital deneyim art\u0131k m\u00fc\u015fteri memnuniyeti ve sadakat konusunda direkt etkili bir konumda.<\/p>\n<h5>De\u011fi\u015fen M\u00fc\u015fteri Davran\u0131\u015flar\u0131<\/h5>\n<p>Pandemi ile de\u011fi\u015fen m\u00fc\u015fteri davran\u0131\u015flar\u0131n\u0131 g\u00f6steren pek \u00e7ok say\u0131da istitatisk bulunuyor.\u00a0\u00d6rne\u011fin EY\u2019nin yapt\u0131\u011f\u0131 bir ara\u015ft\u0131rma MENA b\u00f6lgesindeki t\u00fcketicilerin y\u00fczde 69\u2019nun\u00a0pandemi ile hayatlar\u0131n\u0131n \u00f6nemli \u00f6l\u00e7\u00fcde de\u011fi\u015fece\u011fine inand\u0131\u011f\u0131n\u0131 g\u00f6steriyor. Pandemi ile art\u0131k adeta tamamen online al\u0131\u015fveri\u015fe adapte olmu\u015f durumday\u0131z. Ortado\u011fu\u2019daki t\u00fcketicilerin y\u00fczde\u00a092\u2019si online al\u0131\u015fveri\u015fe devam\u00a0edece\u011fini belirtiliyor. Pandemi d\u00f6nemi Whatsapp gibi chat uygulamalar\u0131n\u0131n kullan\u0131m\u0131 y\u00fczde 71 gibi oranda da\u00a0 art\u0131rm\u0131\u015f druumda. Fiziksel temas gerektirmeyen \u00f6deme y\u00f6ntemlerine yat\u0131r\u0131m ise pandemi ile ciddi y\u00fckseliyor.<\/p>\n<p>Bankalar da ayn\u0131 kullan\u0131c\u0131lara hizmet veren kurumlar. Bu y\u00fczden yar\u0131n\u0131n m\u00fc\u015fteri ise i\u00e7in plan yaparak g\u00fcven \u00e7izgilerini korumak zorundalar, bu da \u015fartlara uygun \u00fcr\u00fcn portf\u00f6y\u00fc, \u00f6\u00fc\u015fteri deneyimi ve \u015feffaflktan ge\u00e7iyor.<\/p>\n<p>Art\u0131k daha \u00e7ok Dijital Deneyimden (DX) behsediyorsak, bankalar da en etkin dijital etkile\u015fimleri sunarak memnuniyeti art\u0131rmak zor\u0131nda. M\u00fc\u015fterilerin terci ettikleri kanallarda olmal\u0131lar ve m\u00fc\u015fterilerin kanal se\u00e7imlerini kendierinin yapmas\u0131na uygun bir yap\u0131 sunmal\u0131lar. \u015eeffafl\u0131k sa\u011flayarak do\u011fru kanallardan ilgili mesafjlar\u0131 sunmal\u0131lar\u0131 ve dijital g\u00fcr\u00fclt\u00fc kirlili\u011fi yaratmamal\u0131lar. Dijital kanallar\u0131 yo\u011fun kullanmak derken m\u00fc\u015fterileri dijital olarak rahats\u0131z etmekten bahsetmiyoruz. M\u00fc\u015fteriler tam anlam\u0131yla tan\u0131narak hiper-ki\u015fiselle\u015ftirilmi\u015f mesaj ve teklifler sunulmal\u0131, b\u00f6ylece karl\u0131l\u0131k ve sadakat art\u0131r\u0131lmal\u0131. Daha \u00f6nemlisi, mesajlar tam do\u011fru anda ula\u015ft\u0131r\u0131lmal\u0131 ki daha y\u00fcksek memnuniyet sa\u011flanabilisin.<\/p>\n<h5>Omnichannel art\u0131k \u00e7ok \u00e7ok \u00f6nemli<\/h5>\n<p>Bir banka m\u00fc\u015fterileriyle dijital etkile\u015fimi nas\u0131l en verimli hale getirebilir? Bu noktada \u201cAn\u0131nda Pazarlama\u201ddan bahsetmemiz gerekiyor. Do\u011fru i\u00e7eri\u011fi do\u011fru m\u00fc\u015fteriye do\u011fru kanaldan do\u011fru anda ula\u015ft\u0131rmak. Bunun ise m\u00fc\u015fteriyi daha iyi tan\u0131mak ad\u0131na veri b\u00fct\u00fcnl\u00fc\u011f\u00fcnden, s\u00fcreklilik ve b\u00fct\u00fcnl\u00fc\u011f\u00fc getiren\u00a0<a href=\"https:\/\/smartmessage.com\/tr\/platforma-genel-bakis\/\">omnichannel pazarlama<\/a>\u00a0stratejisinden ve en do\u011fru anda ileti\u015fimi sa\u011flayacak otomasyondan ge\u00e7ti\u011fini g\u00f6r\u00fcyoruz.<\/p>\n<p>M\u00fc\u015fteri veri b\u00fct\u00fcnl\u00fc\u011f\u00fcn\u00fc sa\u011flam\u0131\u015f ve omnichannel strateijisini pazarlama otomasyonu ile g\u00fc\u00e7lendirmi\u015f bir bankan\u0131n <a href=\"https:\/\/smartmessage.com\/tr\/musteri-yolculugu-haritasi\/\">m\u00fc\u015fteri deneyim yolculu\u011fu<\/a>nun her a\u015famas\u0131nda avantajl\u0131 olaca\u011f\u0131 a\u00e7\u0131k g\u00f6r\u00fcn\u00fcyor.<\/p>\n<p>Bir dijital etkile\u015fim \u00f6rne\u011fi ile bankalar\u0131n \u00f6zellikle pandemi d\u00f6neminde m\u00fc\u015fterilerine nas\u0131l yard\u0131mc\u0131 olduklar\u0131na ve <span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;pandemi sonras\u0131 m\u00fc\u015fteri deneyimi&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:637,&quot;3&quot;:{&quot;1&quot;:0},&quot;5&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;6&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;7&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;8&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;9&quot;:0,&quot;12&quot;:0}\"><a href=\"https:\/\/smartmessage.com\/tr\/pandemi-sonrasi-musteri-deneyimleri-nasil-yonetilmeli\/\">pandemi sonras\u0131 m\u00fc\u015fteri deneyimi<\/a>ni nas\u0131l iyile\u015ftirdiklerine <\/span>g\u00f6z atal\u0131m.<\/p>\n<p>\u00d6zellike nakit harcama konusunda \u00e7ok dikkatli davranan g\u00fcn\u00fcm\u00fcz t\u00fcketicileri \u00e7areyi kredi almak ya da kredi kart\u0131 limitlerini y\u00fckseltmeye \u00e7al\u0131\u015fmak\u00a0 gibi \u00e7\u00f6zmeye \u00e7al\u0131\u015f\u0131yorlar. Finansal bir kurum etkin bir omnichannel yakla\u015f\u0131mla bir ka\u00e7 ad\u0131mda m\u00fc\u015fterilerinin dertlerini \u00e7\u00f6zmeye yard\u0131mc\u0131 olabilir.<\/p>\n<h5>Omnichannel \u2013 Otomasyon G\u00fcc\u00fc<\/h5>\n<p>\u00d6rnek senaryomuzda otomasyon kullan\u0131c\u0131lar\u0131n adeta yard\u0131m\u0131na ko\u015fuyor. Bu \u00f6rnek hikaye m\u00fc\u015fterilerle ili\u015fikileri daha da sa\u011flamla\u015ft\u0131rmak ad\u0131na \u00e7e\u015fitlendirilebilir.<\/p>\n<p>Kredi kart\u0131n\u0131n \u00f6nemli bir miktar\u0131yla b\u00fcy\u00fck bir al\u0131\u015fveri\u015f yapmak zounda kalm\u0131\u015f bi m\u00fc\u015fteriyi hayal edelim. Hayali bankam\u0131z Smartbank m\u00fc\u015fterinin kredi kart\u0131ndaki toplam harcamay\u0131 kontrol eder. SmartMessage olarak biz de \u015f\u00f6yle bir ak\u0131\u015f olu\u015fturabiliriz: e\u011fer m\u00fc\u015fterinim kart balans\u0131 total limitin belli oran\u0131na eri\u015firse, sistem m\u00fc\u015fteriye kredibilite durumuna g\u00f6re otomatik olarak kredi kart limit art\u0131r\u0131m\u0131 ya da \u00f6zel kredi \u00f6nerebilir.<\/p>\n<p>\u00d6rnek olarak g\u00f6nderilen mesaj \u201cAl\u0131\u015fveri\u015flerinizde size destek olmak istiyorz. Kredi kart\u0131 limitiniz 10.000 TL\u2019ye y\u00fckseltebilir ya da size \u00f6zel oranla 12 ay vadeli ihtiya\u00e7 kredisi sunabiliriz\u2026\u201d diyebilir. Otomasyon ve omnichannel kanallar\u0131 b\u00f6ylece en h\u0131zl\u0131 \u00e7\u00f6z\u00fcm i\u00e7in m\u00fc\u015fteriye destek olur.<\/p>\n<h5>Chatbotlar da Dijital Etkile\u015fimde Verim Sa\u011flayabilir<\/h5>\n<p>Omnichannel stratejinin par\u00e7alar\u0131 olarak chatbotlar ve ki\u015fiselle\u015ftirilmi\u015f video mesajlar \u00f6zelllikle uzaktan eri\u015fim d\u00f6nemlerinde \u00f6nemli avantajlar getirebilir. G\u00fcn\u00fcm\u00fczde d\u00fcnyada 1.4 milyar insan\u00a0<a href=\"https:\/\/smartmessage.com\/tr\/bot-olusturucusu\/\">chatbot<\/a>\u00a0kullan\u0131yor. Chatbotlar standart sorular\u0131n y\u00fczde 80\u2019ini cevaplayabiliyor. 2023 y\u0131l\u0131 itibariyle chatbotlar\u0131n 2.5 milyar m\u00fc\u015fteri destek saati tasarrufu yapaca\u011f\u0131 \u00f6n g\u00f6r\u00fcl\u00fcyor. Ve yine \u00f6nemli bir detay olarak chatbotlar operasyonel masraflar\u0131 y\u00fczde 30 gibi \u00f6nemli bir oranda azalt\u0131yorlar.<\/p>\n<p>Bankalar i\u00e7in chatbotlar\u0131 \u00fc\u00e7 grupta topluyoruz:<\/p>\n<p>\u0130lki G\u00fcnl\u00fck \u0130\u015flemlerde Kolayl\u0131k. Chatbotlar bu konuda hesaplar aras\u0131 ya da ba\u015fkas\u0131na para transferi, hesap \u00f6zeti ve detaylar\u0131 g\u00f6sterme, mevcut hesap durumunu kontrol gibi fonksiyonlar ger\u00e7ekle\u015ftirebiiliyor.<\/p>\n<p>\u0130kinci olarak m\u00fc\u015fterilerini arad\u0131klar\u0131 konular\u0131 bulma konusunda destek veriyorlar: En yak\u0131n \u015fube ya da AVM\u2019yi bulma, en yeni d\u00f6viz ve faiz oranlar\u0131n\u0131 \u00f6\u011frenme gibi.<\/p>\n<p>\u00dc\u00e7\u00fcnc\u00fc olarak da ki\u015fiselle\u015ftirilmi\u015f deneyimler sunmaya yard\u0131mc\u0131 oluyorlar: \u00c7al\u0131nm\u0131\u015f kart\u0131 chatbottan bildirmek, ge\u00e7mi\u015fe y\u00f6nelik banka hesap bilgilerini bulmak, tekrarlanan ya da tek seferlik \u00f6demeleri ba\u015flatmak ya da durdurmak gibi.<\/p>\n<h5>Ki\u015fiselle\u015ftirilmi\u015f Video Mesajlar\u0131 Trendi<\/h5>\n<p>G\u00fcn\u00fcm\u00fczde video t\u00fcketicilerin en \u00e7ok ilgi g\u00f6sterdi\u011fi i\u00e7erik tiplerinin ba\u015f\u0131n\u0131 \u00e7ekiyor. Yap\u0131lan ara\u015ft\u0131rmalara g\u00f6re pazarlama kampanyalar\u0131na ki\u015fisel video koymak etkile\u015fimi %335 art\u0131r\u0131yor.<\/p>\n<p>SmartMessage olarak bizde omnichannel stratejisi ile ki\u015fiselle\u015ftirilmi\u015f videolar\u0131 b\u00fct\u00fcnle\u015ftirerek, \u00f6rnekle m\u00fc\u015fteriye kredi kart\u0131 limiti art\u0131m\u0131 vb teklifleri videonun ilgi \u00e7ekme fark\u0131yla ula\u015ft\u0131rabiliyoruz.<\/p>\n<p><a href=\"https:\/\/smartmessage.com\/tr\/smartmessage-bankacilik-pandemi-anketi\/\">Ara\u015ft\u0131rmaya g\u00f6re<\/a>\u00a0banklar\u0131n %75\u2019i omnichanel ileti\u015fim \u00e7al\u0131\u015fmalar\u0131n\u0131 geni\u015fletti ve m\u00fc\u015fterile bulu\u015ftu\u011fu alanlara yeni dijital kanallar ekledi.<\/p>\n<p>Pandemi gibi belirsiz zamanlarda m\u00fc\u015fterilerinizle ili\u015fkilerinizi sa\u011flamla\u015ft\u0131rmak i\u00e7in\u00a0<a href=\"https:\/\/smartmessage.com\/tr\/bize-ulasin\/\">bize ula\u015f\u0131n.<\/a><\/p>\n<div class=\"addtoany_share_save_container addtoany_content addtoany_content_bottom\">\n<div class=\"a2a_kit a2a_kit_size_32 addtoany_list\" data-a2a-url=\"https:\/\/www.smartmessage.com\/tr\/bankacilik-musteri-deneyimi\/\" data-a2a-title=\"Pandemi D\u00f6neminde Bankac\u0131lar Kitleleriyle Nas\u0131l Daha Etkin Dijital Etkile\u015fim Ger\u00e7ekle\u015ftirebilirler?\"><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Covid-19 etkisiyle kapanan ya da i\u015f saatleri daralan \u015fubeler y\u00fcz\u00fcnden bankalar m\u00fc\u015fterilerine yakla\u015f\u0131mlar\u0131n\u0131 de\u011fi\u015ftirmek zorunda&#8230;<\/p>\n","protected":false},"author":6,"featured_media":37373,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[521],"tags":[],"class_list":{"0":"post-38239","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-sektorel-pazarlama"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pandemide Bankalar ve Daha Etkin Dijital Etkile\u015fim | SmartMessage<\/title>\n<meta name=\"description\" content=\"Pandemi d\u00f6neminde bankac\u0131lar\u0131n m\u00fc\u015fterileriyle daha etkili bir dijital ileti\u015fim kurmak i\u00e7in uygulad\u0131klar\u0131 stratejileri \u00f6\u011frenmek i\u00e7in sayfam\u0131za t\u0131klay\u0131n!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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