{"id":7951,"date":"2024-02-09T19:03:58","date_gmt":"2024-02-09T19:03:58","guid":{"rendered":"http:\/\/burcuates.com.tr\/?p=7951"},"modified":"2024-02-21T12:08:16","modified_gmt":"2024-02-21T12:08:16","slug":"musteri-yolculugunda-musteriyi-anlamak","status":"publish","type":"post","link":"https:\/\/burcuates.com.tr\/index.php\/2024\/02\/09\/musteri-yolculugunda-musteriyi-anlamak\/","title":{"rendered":"M\u00fc\u015fteri Yolculu\u011funda M\u00fc\u015fteriyi An\u2019lamak"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"7951\" class=\"elementor elementor-7951\">\n\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-092486d e-flex e-con-boxed e-con e-parent\" data-id=\"092486d\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d819fbb elementor-widget elementor-widget-text-editor\" data-id=\"d819fbb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Bu kadar zorlu rekabet ko\u015fullar\u0131nda\u2019 m\u00fc\u015fteriyi anlamak\u2019 bir markan\u0131n varl\u0131\u011f\u0131n\u0131 koruyabilmesi ve b\u00fcy\u00fcyebilmesi i\u00e7in olmazsa olmaz unsurlardan biri. M\u00fc\u015fteriyi anlamayan, onu dinlemeyen, m\u00fc\u015fteri ile ba\u011f kuramayan marka ne rekabette var olabilir ne de varl\u0131\u011f\u0131n\u0131 karl\u0131 bir \u015fekilde s\u00fcrd\u00fcrebilir. M\u00fc\u015fteri neden rakibinizi de\u011fil de sizi tercih etsin? Ve siz bu zorlu rekabet ko\u015fullar\u0131nda t\u00fcketicinizi sizi tercih etmesine ikna edeceksiniz? \u0130\u015fte bu sorular\u0131n cevab\u0131 m\u00fc\u015fteri yolculu\u011funda m\u00fc\u015fteriyi anlamaktan ge\u00e7iyor. Peki nedir bu m\u00fc\u015fteri yolculu\u011fu?<span class=\"Apple-converted-space\">\u00a0<\/span><\/p><p>M\u00fc\u015fteri yolculu\u011fu ilk olarak bir \u2018uyaran\u2019 yani <b>\u2018Stimulus\u2019<\/b> ile ba\u015fl\u0131yor. T\u00fcketicinin, bir \u00fcr\u00fcn\u00fcn nas\u0131l bir \u00fcr\u00fcn oldu\u011funu merak etti\u011fi bu uyaran an\u0131na<b> fark\u0131ndal\u0131k<\/b> diyoruz.<span class=\"Apple-converted-space\">\u00a0 <\/span>M\u00fc\u015fteri yolculu\u011funun ba\u015flad\u0131\u011f\u0131 nokta i\u015fte tam da buras\u0131d\u0131r. Bir arkada\u015f\u0131m\u0131z\u0131n tavsiyesi,<span class=\"Apple-converted-space\">\u00a0 <\/span>sabah arabaya bindi\u011fimizde radyoda duydu\u011fumuz ya da yolda giderken g\u00f6rd\u00fc\u011f\u00fcm\u00fcz billboard reklam\u0131 olabilir bu. Fark\u0131ndal\u0131k a\u015famas\u0131ndan sonra m\u00fc\u015fteri marka ile etkile\u015fim kurmaya ve duygusal yo\u011funluk ya\u015famaya ba\u015fl\u0131yor. \u0130\u015fte bu zaman dilimine \u2018<b>First Moment of Truth\u2019<\/b><span class=\"Apple-converted-space\">\u00a0 <\/span>yani <b>\u2018\u0130lk Etkile\u015fim An\u0131\u2019<\/b> diyoruz.<\/p><p>\u00dcr\u00fcn\u00fc deneyimledi\u011fi \u2018an\u2019\u0131 ise \u2018<b>Second Moment of Truth<\/b><span class=\"Apple-converted-space\">\u00a0 <\/span>yani \u2018<b>\u0130kinci Etkile\u015fim An\u0131\u2019 diye isimlendiriyoruz<\/b> \u2026.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p><p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-7956\" src=\"http:\/\/burcuates.com.tr\/wp-content\/uploads\/2024\/02\/musteri-yolculugu.jpg\" alt=\"\" width=\"600\" height=\"265\" srcset=\"https:\/\/burcuates.com.tr\/wp-content\/uploads\/2024\/02\/musteri-yolculugu.jpg 906w, https:\/\/burcuates.com.tr\/wp-content\/uploads\/2024\/02\/musteri-yolculugu-300x132.jpg 300w, https:\/\/burcuates.com.tr\/wp-content\/uploads\/2024\/02\/musteri-yolculugu-768x339.jpg 768w, https:\/\/burcuates.com.tr\/wp-content\/uploads\/2024\/02\/musteri-yolculugu-600x265.jpg 600w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p><p>Bu yukar\u0131da bahsetti\u011fim<span class=\"Apple-converted-space\">\u00a0 <\/span>teori bildi\u011fimiz m\u00fc\u015fteri yolculu\u011fu deneyiminin ba\u015flang\u0131c\u0131yd\u0131. Y\u0131llard\u0131r sat\u0131n alma s\u00fcreci, sad\u0131k m\u00fc\u015fteri yaratma programlar\u0131 bu an\u2019lar \u00fczerinden kurguland\u0131.<\/p><p>Google, bu m\u00fc\u015fteri yolculu\u011funu biraz daha geli\u015ftirdi.<span class=\"Apple-converted-space\">\u00a0 <\/span>Fark\u0131ndal\u0131k yani \u2019Stimulus\u2019 a\u015famas\u0131yla \u2018\u0130lk Etkile\u015fim An\u0131\u2019 n\u0131n aras\u0131na ba\u015fka bir yolculuk dura\u011f\u0131 daha ekledi<b>. ZMOT (Zero Moment of<span class=\"Apple-converted-space\">\u00a0 <\/span>Truth)<\/b> a\u015famas\u0131.<\/p><p><img decoding=\"async\" class=\"alignnone wp-image-7957\" src=\"http:\/\/burcuates.com.tr\/wp-content\/uploads\/2024\/02\/musteris.jpg\" alt=\"\" width=\"600\" height=\"344\" srcset=\"https:\/\/burcuates.com.tr\/wp-content\/uploads\/2024\/02\/musteris.jpg 816w, https:\/\/burcuates.com.tr\/wp-content\/uploads\/2024\/02\/musteris-300x172.jpg 300w, https:\/\/burcuates.com.tr\/wp-content\/uploads\/2024\/02\/musteris-768x440.jpg 768w, https:\/\/burcuates.com.tr\/wp-content\/uploads\/2024\/02\/musteris-600x344.jpg 600w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p><p>\u00a0<\/p><p>Bu durak asl\u0131nda asl\u0131nda hi\u00e7 yabanc\u0131s\u0131 olmad\u0131\u011f\u0131m\u0131z bir a\u015fama. Hepimizin g\u00fcndelik ya\u015famda kulland\u0131\u011f\u0131 ve bir \u00fcr\u00fcn almadan \u00f6nce konuyla ilgili yapt\u0131\u011f\u0131m\u0131z ara\u015ft\u0131rma, ilgili videolar\u0131 seyretme, yorumlar\u0131 okuma, network\u2019\u00fcne sorma gibi bir tak\u0131m kriterleri i\u00e7eriyor. Benim pazarlama e\u011fitimlerinde anlatt\u0131\u011f\u0131m gibi pazarlama alan\u0131nda \u00e7al\u0131\u015fanlar\u0131n, t\u00fcketiciyi sat\u0131n alma noktas\u0131na \u00e7ekmek i\u00e7in yapt\u0131\u011f\u0131 yat\u0131r\u0131mlar\u0131n b\u00fcy\u00fck pay\u0131n\u0131 da<span class=\"Apple-converted-space\">\u00a0 <\/span>i\u015fte bu nokta olu\u015fturuyor.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p><p>ZMOT a\u015famas\u0131n\u0131 ge\u00e7tikten sonra, kan\u0131 hala olumluysa, o zaman m\u00fc\u015fteri yolculu\u011funda \u2018\u0130lk Etkile\u015fim An\u0131\u2019<span class=\"Apple-converted-space\">\u00a0 <\/span>yani m\u00fc\u015fterinin rafta \u00fcr\u00fcne ilk dokundu\u011fu ana ge\u00e7ebiliyor. Sat\u0131n alma karar\u0131 beraberinde \u00fcr\u00fcn\u00fc deneyimleme a\u015famas\u0131n\u0131 getiriyor. (Second Moment of Truth)<span class=\"Apple-converted-space\">\u00a0 <\/span>\u0130kinci Etkile\u015fim An\u0131 dedi\u011fimiz bu deneyim ne kadar olumluysa sad\u0131k m\u00fc\u015fteri olma potansiyeli yani tekrar sat\u0131n alma davran\u0131\u015f\u0131 o kadar art\u0131yor.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p><p>Eskiden tek y\u00f6nl\u00fc olan ileti\u015fim kanallar\u0131 yani markalar\u0131n yapt\u0131\u011f\u0131 t\u00fcm reklam faaliyetleri, sosyal medyan\u0131n ve dijital kullan\u0131mlar\u0131n artmas\u0131yla beraber art\u0131k iki y\u00f6nl\u00fc hale geldi. Siz marka olarak reklam faaliyeti yaparken sizin ad\u0131n\u0131za yap\u0131lan olumlu ya da olumsuz yorumlar \u00e7ok daha fazla markay\u0131 etkiler oldu. Bu noktada t\u00fcketici yolculu\u011funa sat\u0131n alma ve deneyimleme a\u015famas\u0131ndan sonra bir a\u015fama daha eklendi.<span class=\"Apple-converted-space\">\u00a0 <\/span>Yani t\u00fcketicinin \u00fcr\u00fcne ve deneyimlerine ili\u015fkin ayr\u0131nt\u0131lar\u0131 payla\u015ft\u0131\u011f\u0131 an. Bu ana (Ultimate Moment of Truth) \u201c<b>Nihai Etkile\u015fim An\u0131<\/b>\u201d denilmeye ba\u015fland\u0131.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p><p>Eskiden t\u00fcketici mektuplar\u0131 gazetelerde yay\u0131nlan\u0131r ya da Ali Abi ya da Ay\u015fe Teyze\u2019den deneyimlerini \u00f6\u011frenirken \u015fimdi sat\u0131n alma davran\u0131\u015f\u0131 ger\u00e7ekle\u015ftikten k\u0131sa bir s\u00fcre sonra deneyimle ilgili fikirlerimizi sosyal medya kanallar\u0131nda veya dijital alanlarda payla\u015fabiliyoruz. Fark\u0131ndal\u0131k a\u015famas\u0131ndan deneyimleme a\u015famas\u0131na ve oradan da deneyimi payla\u015fma a\u015famas\u0131na h\u0131zl\u0131ca ge\u00e7ebiliyoruz.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p><p>Markalar a\u00e7\u0131s\u0131ndan bakacak olursak da ba\u015far\u0131l\u0131 markalar\u0131n, t\u00fcketici deneyimine en k\u0131sa s\u00fcrede yan\u0131t verebilen, \u00e7ift tarafl\u0131 ileti\u015fimi h\u0131zl\u0131 ve koordineli \u015fekilde y\u00f6netebilen, markas\u0131n\u0131 m\u00fc\u015fteri deneyimi etraf\u0131nda konumlayabilen markalar oldu\u011funu g\u00f6r\u00fcyoruz (ki bu ba\u015fka bir yaz\u0131n\u0131n konusu).<\/p><p><img decoding=\"async\" class=\"alignnone wp-image-7959\" src=\"http:\/\/burcuates.com.tr\/wp-content\/uploads\/2024\/02\/Untitled-2-1024x567.jpg\" alt=\"\" width=\"860\" height=\"476\" srcset=\"https:\/\/burcuates.com.tr\/wp-content\/uploads\/2024\/02\/Untitled-2-1024x567.jpg 1024w, https:\/\/burcuates.com.tr\/wp-content\/uploads\/2024\/02\/Untitled-2-300x166.jpg 300w, https:\/\/burcuates.com.tr\/wp-content\/uploads\/2024\/02\/Untitled-2-768x425.jpg 768w, https:\/\/burcuates.com.tr\/wp-content\/uploads\/2024\/02\/Untitled-2-1536x850.jpg 1536w, https:\/\/burcuates.com.tr\/wp-content\/uploads\/2024\/02\/Untitled-2-600x332.jpg 600w, https:\/\/burcuates.com.tr\/wp-content\/uploads\/2024\/02\/Untitled-2.jpg 2020w\" sizes=\"(max-width: 860px) 100vw, 860px\" \/><\/p><p>Google M\u00fc\u015fterileri Kazanman\u0131n Yolu olarak tan\u0131mlad\u0131\u011f\u0131 yolculuk i\u00e7in as\u0131l sihirli form\u00fcl\u00fcn markalar\u0131n kendilerini marka etraf\u0131nda konumlamalar\u0131 oldu\u011funu belirtiyor. Fark\u0131ndal\u0131k a\u015famas\u0131ndan deneyimin payla\u015f\u0131lmas\u0131 a\u015famas\u0131na kadar her \u015feyin \u00e7ok h\u0131zl\u0131 oldu\u011fu, Mobil teknolojilerin bu anlar\u0131n \u00e7o\u011funun dakikalar i\u00e7inde ya\u015fanmas\u0131na imkan verdi\u011fi bu d\u00fcnyada, kendilerini, m\u00fc\u015fteri deneyiminin etraf\u0131nda konumlamayan markalar\u0131n ya\u015fama \u015fans\u0131 pek yok gibi g\u00f6r\u00fcn\u00fcyor.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p><p>\u00a0<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Bu kadar zorlu rekabet ko\u015fullar\u0131nda\u2019 m\u00fc\u015fteriyi anlamak\u2019 bir markan\u0131n varl\u0131\u011f\u0131n\u0131 koruyabilmesi ve b\u00fcy\u00fcyebilmesi i\u00e7in olmazsa olmaz unsurlardan biri. M\u00fc\u015fteriyi anlamayan, onu dinlemeyen, m\u00fc\u015fteri ile ba\u011f kuramayan marka ne rekabette var olabilir ne de varl\u0131\u011f\u0131n\u0131 karl\u0131 bir \u015fekilde s\u00fcrd\u00fcrebilir. M\u00fc\u015fteri neden rakibinizi de\u011fil de sizi tercih etsin? Ve siz bu zorlu rekabet ko\u015fullar\u0131nda t\u00fcketicinizi sizi tercih [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"footnotes":""},"categories":[74],"tags":[],"_links":{"self":[{"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/posts\/7951"}],"collection":[{"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/comments?post=7951"}],"version-history":[{"count":6,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/posts\/7951\/revisions"}],"predecessor-version":[{"id":7962,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/posts\/7951\/revisions\/7962"}],"wp:attachment":[{"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/media?parent=7951"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/categories?post=7951"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/tags?post=7951"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}