{"id":38266,"date":"2022-12-17T11:57:11","date_gmt":"2022-12-17T11:57:11","guid":{"rendered":"https:\/\/smartmessage.com\/blog_tr\/customer-experience-why-are-customer-and-buyer-journey-maps-important\/"},"modified":"2024-05-15T13:06:34","modified_gmt":"2024-05-15T13:06:34","slug":"musteri-yolculugu-haritasi","status":"publish","type":"post","link":"https:\/\/smartmessage.com\/tr\/blog-tr\/musteri-yolculugu-ve-otomasyon\/musteri-yolculugu-haritasi\/","title":{"rendered":"M\u00fc\u015fteri Deneyimi: \u00d6nemi Giderek Artan M\u00fc\u015fteri ve Al\u0131c\u0131 Yolculu\u011fu Haritalar"},"content":{"rendered":"

G\u00fcn\u00fcm\u00fczde t\u00fcm markalar m\u00fc\u015fteri yolculuk haritalar\u0131nda yani yeni m\u00fc\u015fteri olu\u015fturma ve var olan m\u00fc\u015fterilerini elde tutma konusunda yo\u011fun<\/span>\u00a0\u00e7aba harc\u0131yorlar.<\/span>\u00a0M\u00fc\u015fteri radar\u0131na girme an\u0131ndan sadakat ve hayranl\u0131k safhas\u0131na kadar her dokunu\u015f\u00a0<\/span>\u00f6nem ta\u015f\u0131yor. Her evrede de ileti\u015fimde olunan ki\u015filere do\u011fru strateji<\/span>\u00a0ve aksiyonlarla yakla\u015f\u0131lmas\u0131 gerekiyor.\u00a0<\/span>\u00a0<\/span><\/p>\n

Bu yaz\u0131m\u0131zda da sizler i\u00e7in bu kavram\u0131 tan\u0131t\u0131p, neden pazarlama stratejilerinizi olu\u015ftururken m\u00fc\u015fteri ve al\u0131c\u0131 yolculu\u011funda nelere dikkat etmeniz gerekiyor onu ele alaca\u011f\u0131z.<\/span><\/p>\n

M\u00fc\u015fteri<\/span>\u00a0Deneyimi<\/span>\u00a0Haritas\u0131<\/span>\u00a0Nedir<\/span>?<\/span>\u00a0K<\/span>avram\u0131<\/span>\u00a0Tan\u0131yal\u0131m
\n<\/span><\/h2>\n

M\u00fc\u015fteri<\/span>\u00a0deneyimi<\/span>\u00a0haritas\u0131<\/span>\u00a0\u00a0<\/span>kavram\u0131<\/span>\u00a0pazarlama<\/span>\u00a0d\u00fcnyas\u0131nda<\/span>\u00a0m\u00fc\u015fteri<\/span>\u00a0ser\u00fcveni<\/span>\u00a0ya<\/span>\u00a0da\u00a0<\/span>m\u00fc\u015fteri<\/span>\u00a0yolculu\u011fu<\/span>\u00a0haritas\u0131<\/span>\u00a0olarak<\/span>\u00a0da\u00a0<\/span>kar\u015f\u0131m\u0131za<\/span>\u00a0\u00e7\u0131k<\/span>ar<\/span>.\u00a0<\/span>Burada\u00a0<\/span>asl\u0131nda<\/span>\u00a0anlat\u0131lmak<\/span>\u00a0istenilen<\/span>\u00a0bir<\/span>\u00a0markan\u0131n<\/span>\u00a0t\u00fcketiciye<\/span>\u00a0ilk<\/span>\u00a0dokundu\u011fu<\/span>\u00a0andan<\/span>\u00a0m\u00fc\u015fteri<\/span>\u00a0olma<\/span>\u00a0ve<\/span>\u00a0m\u00fc\u015fteri<\/span>\u00a0olarak<\/span>\u00a0kalma<\/span>,\u00a0<\/span>sat\u0131n<\/span>\u00a0alma\u00a0<\/span>i\u015flemini<\/span>\u00a0tekrar<\/span>\u00a0ger\u00e7ekle\u015ftirecek<\/span>\u00a0kadar<\/span>\u00a0memnun<\/span>\u00a0olma<\/span>\u00a0evreleri<\/span>n<\/span>in<\/span>,\u00a0<\/span>bu<\/span>\u00a0s\u00fcre\u00e7lerdeki<\/span>\u00a0davran\u0131\u015f<\/span>\u00a0modellerinin<\/span>\u00a0harita<\/span>\u00a0olarak<\/span>\u00a0olu\u015fturulmas\u0131<\/span>.<\/span>\u00a0Bu<\/span>\u00a0kavram\u0131<\/span>\u00a0son\u00a0<\/span>kullan\u0131c\u0131lar\u0131n<\/span>\u00a0b\u00fct\u00fcnc\u00fcl<\/span>\u00a0bir<\/span>\u00a0deneyim<\/span>\u00a0resmini<\/span>\u00a0kar\u015f\u0131m\u0131za<\/span>\u00a0\u00e7\u0131karan<\/span>\u00a0bir<\/span>\u00a0konsept<\/span>\u00a0olarak<\/span>\u00a0da\u00a0<\/span>\u00f6zetleyebiliriz<\/span>.\u00a0<\/span>Pazarlamac\u0131lar\u0131n<\/span><\/span>\u00a0\u00fcr\u00fcnleri<\/span>\u00a0i\u00e7in<\/span><\/span>\u00a0hem\u00a0<\/span>m\u00fc\u015fte<\/span>ri<\/span>\u00a0<\/a>deneyimini<\/span>\u00a0do\u011fru<\/span>\u00a0olu\u015fturmalar\u0131<\/span>\u00a0hem de her\u00a0<\/span>evre<\/span>\u00a0i\u00e7in<\/span>\u00a0do\u011fru<\/span>\u00a0stratejiler<\/span>\u00a0uygulamalar\u0131<\/span>\u00a0ba\u015far\u0131n\u0131n<\/span>\u00a0en<\/span>\u00a0temel<\/span>\u00a0unsurlar\u0131<\/span>\u00a0aras\u0131nda<\/span>\u00a0geliyor<\/span>. Bu\u00a0<\/span>noktada<\/span>\u00a0ilgili<\/span>\u00a0evreye<\/span>\u00a0y\u00f6nelik<\/span>\u00a0do\u011fru<\/span>\u00a0kanallar\u0131n<\/span>\u00a0kullan\u0131lmas\u0131<\/span>,\u00a0<\/span>do\u011fru<\/span>\u00a0i\u00e7eriklerin<\/span>\u00a0do\u011fru<\/span>\u00a0zamanlarda<\/span>\u00a0payla\u015f\u0131lmas\u0131<\/span>\u00a0gibi<\/span>\u00a0de<\/span>taylar<\/span>\u00a0\u00f6n<\/span>\u00a0plana\u00a0<\/span>\u00e7\u0131k\u0131yor<\/span>.<\/span><\/span><\/p>\n

M\u00fc\u015fteri<\/span>\u00a0Yolcu<\/span>lu<\/span><\/span>\u011fu<\/span>\u00a0Haritas\u0131n\u0131n<\/span>\u00a0\u00d6nemi<\/span><\/span><\/h2>\n

Bildi\u011fimiz gibi, giderek artan teknoloji ile pazarlama ve sat\u0131\u015f alanlar\u0131nda i\u015fe yarayacak bilgileri toplamak olduk\u00e7a kolayla\u015ft\u0131. Bu noktada ise m\u00fc\u015fteri yolculuk haritas\u0131 devreye girdi.\u00a0<\/span>\u00a0<\/span><\/p>\n

T\u00fcketicilerin fizikselin yan\u0131 s\u0131ra dijital alanlarda da arkalar\u0131nda iz b\u0131rakarak markalara temas etmesi ve bunu arkalar\u0131nda iz b\u0131rakarak yapmas\u0131, pazarlama ve sat\u0131\u015f<\/span>\u00e7\u0131lar\u0131n kampanyalar\u0131n\u0131 daha y\u00fcksek ba\u015far\u0131 oranlar\u0131 i\u00e7in kurulayabilme\u00a0<\/span>imk\u00e2n\u0131 tan\u0131d\u0131. Evet, burada bahsetti\u011fimiz \u015fey m\u00fc\u015fteri yolculu\u011fu haritas\u0131.\u00a0<\/span>\u00a0<\/span><\/p>\n

G\u00fcn\u00fcm\u00fczde markalar, potansiyel m\u00fc\u015fterilerini ve onlar\u0131n sat\u0131n almaya ne kadar haz\u0131r olduklar\u0131n\u0131 tan\u0131mlayabiliyor. Bu da i\u00e7inde bulunduklar\u0131 evrelere g\u00f6re kampanyalar\u0131n\u0131 \u015fekillendirdikleri taktir de potansiyel m\u00fc\u015fterilerinin m\u00fc\u015fteriye d\u00f6n\u00fc\u015fme oran\u0131n\u0131 hem artt\u0131r\u0131yor hem de h\u0131zland\u0131r\u0131yor.<\/span>\u00a0<\/span><\/p>\n

Bu sebeple art\u0131k pazarlama d\u00fcnyas\u0131nda m\u00fc\u015fteri analizleri\u00a0<\/span>\u00e7ok \u00f6nemli bir hale geldi.<\/span>\u00a0\u00a0Analizlerden de\u011fi\u015fik a\u015famalardaki ki<\/span>\u015fileri tan\u0131mlamak<\/span>, ilgili aksiyonlar\u0131 almaya \u00e7al\u0131\u015fmak ka\u00e7\u0131n\u0131lmaz bir strateji haline geldi. Art\u0131k pazarlamac\u0131lar, potansiyel ve mevcut m\u00fc\u015fterilerinin marka ileti\u015fimlerinde nas\u0131l a\u015famalardan ge\u00e7ti\u011fini modelleyerek ve gerekli segmentasyonlar\u0131 yaparak ilgili kampanyalar\u0131n\u0131 daha etkili k\u0131l\u0131yorlar.<\/span><\/p>\n

M\u00fc\u015fteri<\/span>\u00a0Yolculuklar\u0131nda<\/span>\u00a0Hangi<\/span>\u00a0Evreler<\/span>\u00a0Var?<\/span><\/span>\u00a0<\/span><\/h2>\n

M\u00fc\u015fteri deneyimi iki kavram olu\u015fur: Al\u0131c\u0131 Yolculu\u011fu ve M\u00fc\u015fteri Yolculu\u011fu<\/a>. Al\u0131c\u0131 Yolculu\u011fu, potansiyel m\u00fc\u015fterinizin sizi ke\u015ffetmesini, ilgi g\u00f6stermesini, de\u011ferlendirmesini ve bir karar varmas\u0131n\u0131 kapsarken, m\u00fc\u015fteri yolculu\u011fu ise \u00fcr\u00fcn\u00fc kullanmaya ba\u015flamas\u0131n\u0131, m\u00fc\u015fteriyi elde tutma ve hayranl\u0131k olu\u015fturma a\u015famalar\u0131n\u0131 kapsar. Bu iki kavram aras\u0131nda m\u00fc\u015fteri olma ve \u00fcr\u00fcn\u00fc kullanmaya ba\u015flama k\u0131sm\u0131 i\u00e7in kesi\u015fen k\u00fcme diyebiliriz.\u00a0<\/span>\u00a0<\/span><\/p>\n

T\u00fcm d\u00fcnyada kabul g\u00f6rm\u00fc\u015f bu yolculuklar\u0131n a\u015famalar\u0131n\u0131 ise \u015f\u00f6yle \u00f6zetleyebiliriz:<\/span><\/p>\n

1) Ke\u015fif A\u015famas\u0131<\/i>\u00a0<\/strong><\/p>\n

M\u00fc\u015fteri adaylar\u0131n\u0131n ilk ad\u0131m att\u0131\u011f\u0131 safha marka ile ilk bulu\u015ftuklar\u0131 an. \u00d6zellikle bilinmeyen bir marka ile tan\u0131\u015fma a\u015famas\u0131nda Internet \u00f6ncesi agresif pazarlama teknikleri \u00f6n plandayken, art\u0131k i\u00e7erik pazarlamas\u0131 gibi y\u00f6ntemlerle daha \u00e7ok m\u00fc\u015fteriden markaya akan bir ileti\u015fim g\u00f6zlemliyoruz. Yani g\u00fcn\u00fcm\u00fcz d\u00fcnyas\u0131nda m\u00fc\u015fteri adaylar\u0131n\u0131n markalar\u0131 faydal\u0131 ve e\u011flenceli i\u00e7eriklerle, yorumlardan al\u0131nm\u0131\u015f y\u00fcksek puanlarla ve SEO \u00e7al\u0131<\/span>\u015fmalar\u0131n\u0131n sonucu kolay bulunabilme fark\u0131yla bulmas\u0131 \u00e7ok \u00f6nemli. Bunun yan\u0131nda markadan kitleye akan\u00a0<\/span>reklam ve PR \u00e7al\u0131\u015fmalar\u0131 da yo\u011fun bir \u015fekilde kullan\u0131l\u0131yor. Bu evrede m\u00fc\u015fteri adaylar\u0131n\u0131n size ileti\u015fim bilgilerini kendi r\u0131zas\u0131 b\u0131rakmas\u0131 temel hedef, bunu sa\u011flamak di\u011fer a\u015famalar\u0131n da kap\u0131s\u0131n\u0131 a\u00e7\u0131yor. \u00d6zellikle\u00a0<\/span>\u00e7erez olmayan\u00a0<\/span>bir d\u00fcnyaya yakla\u015ft\u0131\u011f\u0131m\u0131z d\u00fc\u015f\u00fcn\u00fcld\u00fc\u011f\u00fcnde son kullan\u0131c\u0131lar\u0131n kendi r\u0131zas\u0131yla bilgi payla\u015f\u0131m\u0131nda bulunmas\u0131 \u00e7ok de\u011ferli.\u00a0<\/span>\u00a0<\/span><\/p>\n

2) De\u011ferlendirme A\u015famas\u0131<\/i>\u00a0<\/strong><\/p>\n

M\u00fc\u015fteri yolculuk haritas\u0131n\u0131n de\u011ferlendirme a\u015famas\u0131nda markaya ilgi duyan kullan\u0131c\u0131lara y\u00f6nelik aksiyonlar \u00f6n plana \u00e7\u0131k\u0131yor. Bu kitleyi e-posta, push bildirimi, SMS veya chatbot gibi kanallardan do\u011fru zamanl\u0131 ve i\u00e7erikli bilgilendirmelerle yoklamak ve sat\u0131\u015fa do\u011fru y\u00f6nlendirmek pazarlamac\u0131lar\u0131n \u00f6devleri aras\u0131nda geliyor. Buradaki s\u00fcrecin uzunlu\u011fu i\u015fin B2B ya da B2C olmas\u0131, sekt\u00f6r ve \u00fcr\u00fcn-hizmet \u00f6zelliklerine g\u00f6re de\u011fi\u015febiliyor. Rekabet etti\u011fi sekt\u00f6rdeki dinamiklere h\u00e2kim olmak ve ona g\u00f6re ileti\u015fim stratejisi olu\u015fturmak \u00f6nem kazan\u0131yor.\u00a0<\/span>\u00a0<\/span><\/p>\n

3) M\u00fc\u015fteri Olma \u2013 Sat\u0131n Alma A\u015famas\u0131<\/i>\u00a0<\/strong><\/p>\n

Bu noktada art\u0131k m\u00fc\u015fteri kazan\u0131m\u0131n\u0131n ger\u00e7ekle\u015fti\u011fi evre devreye giriyor.\u00a0<\/span>\u0130\u015f d\u00fcnyas\u0131nda b<\/span>ir \u00fcr\u00fcn\u00fcn ya da hizmetin al\u0131m\u0131 ile nihai hedefe ula\u015f\u0131ld\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcnmek \u00f6nemli bir hata, yeni m\u00fc\u015fteri ileti\u015fimi de firma gelirlerine pozitif ya da negatif etki eden bir unsur. M\u00fc\u015fteri olma a\u015famas\u0131n\u0131n p\u00fcr\u00fczs\u00fcz tamamlanmas\u0131 ve do\u011fru bilgilendirmelerin yap\u0131lmas\u0131 m\u00fc\u015fteri yolculuk haritas\u0131n\u0131n ya\u015fam s\u00fcresini de etkileyecek fakt\u00f6rlerin ba\u015f\u0131nda geliyor. Sat-\u00e7\u0131k mant\u0131\u011f\u0131ndan uzak, m\u00fc\u015fteriyle uzun ili\u015fki kurulacak stratejilerin de bu noktada devreye al\u0131nmas\u0131 gerekiyor.<\/span>\u00a0<\/span><\/p>\n

4) M\u00fc\u015fteriyi Elde Tutma A\u015famas\u0131<\/i>\u00a0<\/strong><\/p>\n

M\u00fc\u015fteriyi elde tutma, m\u00fc\u015fteri yolculuk haritas\u0131n\u0131n en \u00f6nemli maddelerinden biri. T\u00fcm d\u00fcnyada yap\u0131lan istatistikler m\u00fc\u015fteri elde tutman\u0131n yeni m\u00fc\u015fteri elde etme \u00e7abas\u0131ndan daha karl\u0131 oldu\u011funu ortaya koyuyor. Bu ba\u011flamda do\u011fru sadakat programlar\u0131n\u0131n olu\u015fturulmas\u0131 ve m\u00fc\u015fteri ba\u015far\u0131 y\u00f6netiminin d\u00fczg\u00fcn yap\u0131lmas\u0131n\u0131n yan\u0131 s\u0131ra bu konulara y\u00f6nelik kampanya ve bildirimlerin de nokta at\u0131\u015f \u015feklinde ilerlemesi \u00f6nemli. M\u00fc\u015fterinin markayla bulu\u015ftu\u011fu her nokta deneyim b\u00fct\u00fcnl\u00fc\u011f\u00fcn\u00fcn sa\u011flanmas\u0131 ili\u015fkinin uzun s\u00fcreli olmas\u0131na olanak tan\u0131yor.<\/span>\u00a0<\/span><\/p>\n

5) Marka Hayranl\u0131\u011f\u0131 A\u015famas\u0131<\/i>\u00a0<\/strong><\/p>\n

Ku\u015fkusuz her marka kendisini hayran gibi takip eden m\u00fc\u015fteriler ister, ama hayranlar\u0131 da \u00f6zel ilgisiz b\u0131rakmak ili\u015fki ba\u011flar\u0131n\u0131 zay\u0131flat\u0131r. Sad\u0131k bir m\u00fc\u015fteri ile ilgili s\u00fcre\u00e7ler de m\u00fc\u015fteri yolculuk haritas\u0131n\u0131n<\/span>\u00a0\u00f6nemli bir par\u00e7as\u0131. Yine dijital kanallar ve fiziksel n<\/span>oktalar etkin bir \u015fekilde kullan\u0131l\u0131p, ilgili kitleye \u00f6zel kampanya ve ayr\u0131cal\u0131klar\u0131n olu\u015fturulmas\u0131 bu a\u015famada al\u0131nan aksiyonlar aras\u0131nda geliyor.\u00a0<\/span>\u00d6rne\u011fin favori bir modelin yeni versiyonunu \u00f6nce hayran kitleye\u00a0<\/span>sunmak gibi \u00f6zel promosyonlar fark yaratabiliyor. Bu segmentin markalar\u0131n karl\u0131l\u0131\u011f\u0131n\u0131 art\u0131ran en \u00f6nemli segment oldu\u011funu s\u00f6ylemek m\u00fcmk\u00fcn, bu y\u00fczden de \u00f6zel ileti\u015fimin gereklili\u011fi ortaya \u00e7\u0131k\u0131yor.<\/span><\/p>\n

SmartMessage<\/span>\u00a0Journey<\/span>\u00a0Manager\u00a0<\/span>ile<\/span>\u00a0M\u00fc\u015fteri<\/span>\u00a0Yo<\/span>lculuk<\/span>\u00a0Haritan\u0131z\u0131<\/span>\u00a0\u00c7\u0131kar\u0131n<\/span><\/span><\/h2>\n

Pazarlama d\u00fcnyas\u0131nda dijital devrimden sonra m\u00fc\u015fte<\/span>ri analizleri \u00e7ok \u00f6nemli bir hale geldi. T\u00fcketiciler\u00a0<\/span>art\u0131k markalarla fiziksel noktalar\u0131n yan\u0131 s\u0131ra dijital kanallardan da \u00e7ok fazla ileti\u015fim kuruyorlar. \u0130leti\u015fim anlar\u0131nda firmalara izler b\u0131rak\u0131yorlar. De\u011fi\u015fik a\u015famalardaki bu izleri anlamland\u0131r\u0131p, ilgili aksiyonlar\u0131 alma\u00a0<\/span>konusu<\/span>nda ise m\u00fc\u015fteri yolculu\u011fu haritas\u0131<\/span>\u00a0\u00f6nemli faydalar sa\u011fl\u0131yor. M\u00fc\u015fteri adaylar\u0131n\u0131n ya da m\u00fc\u015fterilerinin marka ileti\u015fimlerinde nas\u0131l a\u015famalardan ge\u00e7ti\u011fini modelleyebilmek bir pazarlamac\u0131 i\u00e7in \u00e7ok de\u011ferli bir aksiyon. Bu resmi do\u011fru \u00e7\u0131karabilmek olu\u015fturulacak segmentasyonlar\u0131n ve ilgili kampanyalar\u0131n daha etkin olmas\u0131n\u0131 sa\u011fl\u0131yor.<\/span>\u00a0<\/span><\/p>\n

G\u00fcn\u00fcm\u00fczde t\u00fcm markalar m\u00fc\u015fteri yolculuk haritalar\u0131nda yani yeni m\u00fc\u015fteri olu\u015fturma ve var olan m\u00fc\u015fterilerini elde…<\/p>\n","protected":false},"author":6,"featured_media":37330,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[517],"tags":[],"class_list":{"0":"post-38266","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-musteri-yolculugu-ve-otomasyon"},"yoast_head":"\nM\u00fc\u015fteri Yolculu\u011fu Nedir ve Neden \u00d6nemlidir? | SmartMessage<\/title>\n<meta name=\"description\" content=\"Sat\u0131n alma s\u00fcrecindeki kritik noktalar\u0131 ve ipu\u00e7lar\u0131n\u0131 i\u00e7eren m\u00fc\u015fteri yolculu\u011fu sayesinde m\u00fc\u015fteri deneyimini anlay\u0131p iyile\u015ftirmek i\u00e7in yaz\u0131m\u0131z\u0131 okuyun!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/smartmessage.com\/tr\/blog-tr\/musteri-yolculugu-ve-otomasyon\/musteri-yolculugu-haritasi\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"M\u00fc\u015fteri Yolculu\u011fu Nedir ve Neden \u00d6nemlidir? 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SmartMessage Journey Manager<\/strong>\u00a0ile potansiyel ve mevcut m\u00fc\u015fterileriniz i\u00e7in m\u00fc\u015fteri yolculu\u011fu haritan\u0131z\u0131 kolayca \u00e7\u0131kartabilir, her evre ve a\u015famadaki m\u00fc\u015fterileriniz i\u00e7in ise ki\u015fiselle\u015ftirilmi\u015f ve zamanlanm\u0131\u015f \u00e7e\u015fitli kampanya ve otomasyonlar\u0131 kurabilirsiniz.\u00a0<\/span>\u00dcr\u00fcn\u00fcm\u00fcz\u00fcn detaylar\u0131na ula\u015fmak i\u00e7in\u00a0<\/span>t\u0131klay\u0131n\u0131z.<\/a><\/strong>\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"