{
    "id": 1356,
    "date": "2023-11-04T15:56:35",
    "date_gmt": "2023-11-04T14:56:35",
    "guid": {
        "rendered": "https:\/\/www.surveyrock.com\/blog\/?p=1356"
    },
    "modified": "2023-11-04T15:56:36",
    "modified_gmt": "2023-11-04T14:56:36",
    "slug": "5-must-know-survey-objectives-to-boost-customer-satisfaction-scores",
    "status": "publish",
    "type": "post",
    "link": "http:\/\/www.surveyrock.com\/blog\/tr\/5-musteri-memnuniyeti-puanlarini-artirmak-icin-bilmeniz-zemin-hedefler\/",
    "title": {
        "rendered": "M\u00fc\u015fteri Memnuniyeti Puanlar\u0131n\u0131 Y\u00fckseltmek \u0130\u00e7in Bilinmesi Gereken 5 Anket Hedefi"
    },
    "content": {
        "rendered": "<h2 class=\"wp-block-heading\"><strong>M\u00fc\u015fteri G\u00f6r\u00fc\u015fleri Hakk\u0131nda \u015ea\u015f\u0131rt\u0131c\u0131 Ger\u00e7ekler<\/strong><\/h2>\n\n\n\n<p>Mutsuz m\u00fc\u015fterilerin 91%'sinin, yetersiz oldu\u011funu d\u00fc\u015f\u00fcnd\u00fckleri bir i\u015fletmeye bir daha gelmeyece\u011fini biliyor muydunuz? Yaygara \u00e7\u0131karmazlar, \u015fikayet kart\u0131 doldurmazlar - sadece ortadan kaybolurlar. M\u00fc\u015fteri seslerinin sosyal medya koridorlar\u0131nda durmaks\u0131z\u0131n yank\u0131land\u0131\u011f\u0131 dijital bir \u00e7a\u011fda, bu kadar \u00e7ok i\u015fletmenin m\u00fc\u015fterilerinin ger\u00e7ek g\u00f6r\u00fc\u015flerinden olu\u015fan koroya sa\u011f\u0131r kalmas\u0131 \u015fa\u015f\u0131rt\u0131c\u0131d\u0131r.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p>Neden mi? Bir\u00e7ok \u015firket m\u00fc\u015fterisinin ger\u00e7ek deneyiminin kalbine inecek kadar keskin anket hedefleri kullanmad\u0131\u011f\u0131 i\u00e7in bir kopukluk var. Bu hedefler olmadan, m\u00fc\u015fteri memnuniyeti anketleriniz, m\u00fc\u015fterilerinizin ne d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcn\u00fc ve hissetti\u011fini bullseye vurmay\u0131 umarak karanl\u0131kta tamam at\u0131yor olabilir.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Anketleriniz Neden \u0130\u015fareti Ka\u00e7\u0131r\u0131yor Olabilir?<\/strong><\/h2>\n\n\n\n<p>Bu yayg\u0131n bir hikayedir: Bir i\u015fletme, m\u00fc\u015fterilerinin d\u00fc\u015f\u00fcncelerine bir g\u00f6z atma umuduyla bir y\u0131\u011f\u0131n soru i\u00e7eren bir anket g\u00f6nderir. Ancak net bir hedefi olmayan bu anketler, hayal g\u00fcc\u00fcne \u00e7ok fazla \u015fey b\u0131rakan ve yeterince sa\u011flam sonu\u00e7lara ula\u015famayan, k\u00f6t\u00fc kurgulanm\u0131\u015f bir gizem roman\u0131na benzeyebilir.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154834\/A_puzzled_customer_standing_in_front_of_two_pathways_7677bf61-0e6b-46dd-9c54-73db9f77c511-300x300.png\" alt=\"M\u00fc\u015fterinin iki yol aras\u0131nda se\u00e7im yapmas\u0131, somut anket hedefleri olmayan stratejik ve stratejik olmayan anket yakla\u015f\u0131mlar\u0131n\u0131 sembolize eder\" class=\"wp-image-1359\" style=\"object-fit:cover\" srcset=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154834\/A_puzzled_customer_standing_in_front_of_two_pathways_7677bf61-0e6b-46dd-9c54-73db9f77c511-300x300.png 300w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154834\/A_puzzled_customer_standing_in_front_of_two_pathways_7677bf61-0e6b-46dd-9c54-73db9f77c511-150x150.png 150w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154834\/A_puzzled_customer_standing_in_front_of_two_pathways_7677bf61-0e6b-46dd-9c54-73db9f77c511-768x768.png 768w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154834\/A_puzzled_customer_standing_in_front_of_two_pathways_7677bf61-0e6b-46dd-9c54-73db9f77c511-12x12.png 12w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154834\/A_puzzled_customer_standing_in_front_of_two_pathways_7677bf61-0e6b-46dd-9c54-73db9f77c511.png 1024w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/figure>\n<\/div>\n\n\n<p>Bir i\u015fletme sahibi olan Jane'in 'aha' an\u0131n\u0131 hat\u0131rl\u0131yorum: \"Anketlerimiz okyanusa a\u011f at\u0131p belirli bir bal\u0131k yakalamay\u0131 ummak gibiydi. Ancak bir m\u0131zrak kullanmaya ba\u015flad\u0131\u011f\u0131m\u0131zda -keskin, hedefe y\u00f6nelik anket hedefleri- asl\u0131nda avlad\u0131\u011f\u0131m\u0131z i\u00e7g\u00f6r\u00fcleri yakalad\u0131k.\"<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Hedef #1 - M\u00fc\u015fterilerin S\u0131k\u0131nt\u0131 Noktalar\u0131n\u0131 Tespit Etme<\/strong><\/h2>\n\n\n\n<p>Etkili bir anketin temel ta\u015f\u0131 a\u015fa\u011f\u0131dakileri yapabilmesidir <a href=\"https:\/\/blog.hubspot.com\/service\/benefits-of-customer-feedback\">m\u00fc\u015fteri\u0307leri\u0307n sikinti noktalarini beli\u0307rleyi\u0307n<\/a>. Hassas bir \u015fekilde haz\u0131rlanm\u0131\u015f bir soru, m\u00fc\u015fteri ho\u015fnutsuzlu\u011funun yumu\u015fak dokusuna nazik bir sonda gibi olabilir ve varl\u0131\u011f\u0131ndan haberdar olmad\u0131\u011f\u0131n\u0131z sorunlar\u0131 ortaya \u00e7\u0131karabilir.<\/p>\n\n\n\n<p>\u00d6rne\u011fin, sat\u0131\u015flar\u0131nda d\u00fc\u015f\u00fc\u015f oldu\u011funu fark eden yerel bir kitap\u00e7\u0131y\u0131 ele alal\u0131m. Sorun noktalar\u0131n\u0131 ortaya \u00e7\u0131karmak amac\u0131yla bir anket d\u00fczenlediler. Yan\u0131tlar ortak bir konuyu \u00f6ne \u00e7\u0131kard\u0131: m\u00fc\u015fteriler \u00f6deme s\u00fcrecini zahmetli buluyordu. Ma\u011faza, \u00f6deme sistemi d\u00fczenleyerek yan\u0131t verdi ve hikayelerinin bir sonraki b\u00f6l\u00fcm\u00fc, sat\u0131\u015flar\u0131n bir kez daha artmas\u0131yla bir kurtulu\u015f oldu.<\/p>\n\n\n\n<p>M\u00fc\u015fterilerin s\u00fcrt\u00fc\u015fme ya\u015fad\u0131\u011f\u0131 belirli alanlar\u0131 tespit ederek, potansiyel anla\u015fma bozucular\u0131 iyile\u015ftirme i\u00e7in alt\u0131n f\u0131rsatlara d\u00f6n\u00fc\u015ft\u00fcrebilirsiniz. \u0130yi hedeflenmi\u015f bir anket sorusu sadece y\u00fczeyi kaz\u0131makla kalmaz; sorunun k\u00f6kenini ortaya \u00e7\u0131karmak i\u00e7in derinlere iner ve boyut sadece i\u015fleri d\u00fczeltmekle kalmay\u0131p m\u00fc\u015fteri ili\u015fkilerini ger\u00e7ekten iyile\u015ftirme \u015fans\u0131 verir.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Hedef #2 - M\u00fc\u015fteri Memnuniyeti Hipotezlerinin Do\u011frulanmas\u0131<\/strong><\/h2>\n\n\n\n<p>Her i\u015fletmenin m\u00fc\u015fterilerini neyin tatmin etti\u011fine dair inan\u00e7lar\u0131 vard\u0131r. Ancak bu inan\u00e7lar ger\u00e7e\u011fe dayan\u0131yor mu? \u0130kinci hedef, m\u00fc\u015fteri memnuniyetine ili\u015fkin hipotezler olu\u015fturmak ve bunlar\u0131 do\u011frulamakla ilgilidir.<\/p>\n\n\n\n<p>H\u0131zl\u0131 yan\u0131t s\u00fcrelerinin m\u00fc\u015fteri memnuniyetinin zirvesi oldu\u011funa inanan bir teknoloji \u015firketi d\u00fc\u015f\u00fcn\u00fcn. M\u00fc\u015fterilerin sorular\u0131na bir saat i\u00e7inde yan\u0131t verebilirlerse memnuniyet puanlar\u0131n\u0131n y\u00fckselece\u011fini varsay\u0131yorlard\u0131. Bunu test ettiklerinde, \u015fa\u015f\u0131rt\u0131c\u0131 bir \u015fey buldular-h\u0131z her \u015fey de\u011fildi. M\u00fc\u015fteriler kapsaml\u0131 ve ki\u015fiselle\u015ftirilmi\u015f yan\u0131tlara aceleyle verilen yan\u0131tlardan daha fazla de\u011fer veriyordu. Stratejilerini \u00e7abukluk yerine kaliteye odaklanacak \u015fekilde de\u011fi\u015ftirdiklerinde, m\u00fc\u015fteri memnuniyeti oranlar\u0131 sadece y\u00fckselmekle kalmad\u0131; roket gibi f\u0131rlad\u0131.<\/p>\n\n\n\n<p>Buradan \u00e7\u0131kar\u0131lacak ders? Anketleri sadece bildi\u011finizi d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcn\u00fcz \u015feyleri do\u011frulamak i\u00e7in de\u011fil, varsay\u0131mlar\u0131n\u0131z\u0131 sorgulamak ve gerekti\u011finde d\u00f6nmek i\u00e7in kullan\u0131n.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Hedef #3 - M\u00fc\u015fteri Ba\u011fl\u0131l\u0131k D\u00fczeylerinin De\u011ferlendirilmesi<\/strong><\/h2>\n\n\n\n<p>Etkile\u015fim, i\u015fletmenizin enerjisidir; bu olmadan en sad\u0131k m\u00fc\u015fteriler bile uykuya dalabilir. \u00dc\u00e7 numaral\u0131 hedef, m\u00fc\u015fteri etkile\u015fimlerinin canl\u0131l\u0131\u011f\u0131n\u0131 \u00f6l\u00e7meye odaklan\u0131r.<\/p>\n\n\n\n<p>Etkile\u015fimi \u00f6l\u00e7menin bir yolu da m\u00fc\u015fterilerin markan\u0131zla nas\u0131l etkile\u015fime ge\u00e7ti\u011fini takip eden anketlerdir. Sizi sosyal medyada takip ediyorlar m\u0131? E-postalar\u0131n\u0131z\u0131 okuyorlar m\u0131? Bu davran\u0131\u015flar\u0131 yakalayan sorular ekleyerek, sat\u0131\u015f rakamlar\u0131n\u0131n \u00f6tesinde ba\u011fl\u0131l\u0131\u011f\u0131n net bir resmini elde edersiniz.<\/p>\n\n\n\n<p>\u00d6rne\u011fin, butik bir giyim ma\u011fazas\u0131 sadakat program\u0131n\u0131n \u0131l\u0131k bir tepki ald\u0131\u011f\u0131n\u0131 fark etti. Hedefli anketler sayesinde, m\u00fc\u015fterilerin puan ve avantajlardan daha fazlas\u0131n\u0131 arad\u0131\u011f\u0131n\u0131 ke\u015ffettiler; bir topluluk istiyorlard\u0131. Ma\u011faza, canl\u0131 bir marka toplulu\u011fu yaratarak etkinliklere ve at\u00f6lye \u00e7al\u0131\u015fmalar\u0131na ev sahipli\u011fi yapmaya ba\u015flad\u0131. Sonu\u00e7 ne oldu? Etkile\u015fim \u00f6l\u00e7\u00fcmleri tavan yapt\u0131 ve sadakat program\u0131 b\u00fcy\u00fck ilgi g\u00f6rd\u00fc. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"585\" src=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154654\/A-bustling-community-event-at-a-boutique-clothing-store-1024x585.webp\" alt=\"Butik bir giyim ma\u011fazas\u0131nda m\u00fc\u015fteri kat\u0131l\u0131m\u0131n\u0131 art\u0131ran topluluk etkinli\u011fi.\" class=\"wp-image-1357\" srcset=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154654\/A-bustling-community-event-at-a-boutique-clothing-store-1024x585.webp 1024w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154654\/A-bustling-community-event-at-a-boutique-clothing-store-300x171.webp 300w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154654\/A-bustling-community-event-at-a-boutique-clothing-store-150x86.webp 150w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154654\/A-bustling-community-event-at-a-boutique-clothing-store-768x439.webp 768w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154654\/A-bustling-community-event-at-a-boutique-clothing-store-1536x878.webp 1536w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154654\/A-bustling-community-event-at-a-boutique-clothing-store-18x10.webp 18w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154654\/A-bustling-community-event-at-a-boutique-clothing-store.webp 1792w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Hedef #4 - M\u00fc\u015fteri Kabul Deneyiminin Optimize Edilmesi<\/strong><\/h2>\n\n\n\n<p>\u0130lk izlenimler \u00f6nemlidir ve bu hi\u00e7bir yerde m\u00fc\u015fteri kabul deneyiminden daha do\u011fru de\u011fildir. D\u00f6rt numaral\u0131 hedef, yeni m\u00fc\u015fterilerin en ba\u015f\u0131ndan itibaren memnuniyetle kar\u015f\u0131land\u0131klar\u0131n\u0131 ve bilgilendirildiklerini hissetmelerini sa\u011flar.<\/p>\n\n\n\n<p>Bir B2B SaaS \u015firketi, anket geri bildirimleri yeni kullan\u0131c\u0131lar\u0131n platformlar\u0131n\u0131 bunalt\u0131c\u0131 buldu\u011funu g\u00f6sterdi\u011finde bunu ilk elden \u00f6\u011frendi. Kullan\u0131c\u0131 anketi yan\u0131tlar\u0131na g\u00f6re kademeli bir ilk kat\u0131l\u0131m e-posta dizisi uygulayarak \u00f6\u011frenme e\u011frisini ki\u015fiselle\u015ftirdiler. Yeni m\u00fc\u015fteriler, kendi h\u0131zlar\u0131na ve uzmanl\u0131k d\u00fczeylerine g\u00f6re uyarlanm\u0131\u015f i\u00e7erikler ald\u0131lar. Bu ayarlama, erken a\u015famadaki kay\u0131plarda \u00f6l\u00e7\u00fclebilir bir d\u00fc\u015f\u00fc\u015fe ve olumlu referanslarda art\u0131\u015fa yol a\u00e7t\u0131.<\/p>\n\n\n\n<p>\u0130yi tasarlanm\u0131\u015f anketler sayesinde \u015firket, karma\u015f\u0131k i\u015fe al\u0131m labirentini rehberli bir tura d\u00f6n\u00fc\u015ft\u00fcrerek m\u00fc\u015fterilerin g\u00fcvenini en ba\u015f\u0131ndan kazand\u0131.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Hedef #5 - Gelecekteki \u00d6zellikler i\u00e7in Fikir \u0130steme<\/strong><\/h2>\n\n\n\n<p>\u0130novasyon bo\u015flukta ger\u00e7ekle\u015fmez; m\u00fc\u015fteri geri bildirimlerinin taze havas\u0131yla geli\u015fir. Be\u015finci anket hedefi, \u00fcr\u00fcn tekliflerinizi yenilemek ve geli\u015ftirmek i\u00e7in m\u00fc\u015fteri taban\u0131n\u0131z\u0131n kolektif yarat\u0131c\u0131l\u0131\u011f\u0131ndan yararlanmakla ilgilidir.<\/p>\n\n\n\n<p>Oyunculara hangi \u00f6zellikleri g\u00f6rmeyi hayal ettiklerini sormak i\u00e7in anketler kullanan bir oyun uygulamas\u0131 \u015firketinin hikayesini d\u00fc\u015f\u00fcn\u00fcn. Gelen yan\u0131tlar\u0131n b\u00fcy\u00fck \u00e7o\u011funlu\u011fu, uygulama i\u00e7inde topluluk odakl\u0131 bir tasar\u0131m arac\u0131 olmas\u0131 y\u00f6n\u00fcndeydi. \u015eirket onlar\u0131 dinledi ve ortaya \u00e7\u0131kan \u00f6zellik, ki\u015fiselle\u015ftirilmi\u015f bir oyun deneyimi arzulayan daha fazla kullan\u0131c\u0131y\u0131 \u00e7ekerek bir sansasyon haline geldi.<\/p>\n\n\n\n<p>Bu hedef, bazen bir sonraki b\u00fcy\u00fck fikrin sadece bir m\u00fc\u015fteri yorumu uzakl\u0131\u011f\u0131nda oldu\u011fu derin ger\u00e7e\u011fini vurgulamaktad\u0131r.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Anketinizi Hassasiyetle Olu\u015fturun<\/strong><\/h2>\n\n\n\n<p>Anket olu\u015fturmak, ayr\u0131nt\u0131lara dikkat edilmesini ve hedeflerinizin derinlemesine anla\u015f\u0131lmas\u0131n\u0131 gerektiren bir zanaatt\u0131r. Anketinizi hassasiyetle olu\u015fturmak i\u00e7in:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Net bir dizi hedefle ba\u015flay\u0131n. Ger\u00e7ekten ne \u00f6\u011frenmek istiyorsunuz?<\/li>\n\n\n\n<li>Spesifik, tarafs\u0131z ve her bir hedefle uyumlu sorular tasarlay\u0131n.<\/li>\n\n\n\n<li>Maksimum alaka d\u00fczeyi ve yan\u0131t oran\u0131 i\u00e7in her bir anketi da\u011f\u0131tmak \u00fczere m\u00fc\u015fteri yolculu\u011funun do\u011fru an\u0131na karar verin.<\/li>\n\n\n\n<li>Hem nicel hem de nitel veri toplamak i\u00e7in a\u00e7\u0131k u\u00e7lu ve kapal\u0131 u\u00e7lu sorular\u0131n bir kar\u0131\u015f\u0131m\u0131n\u0131 kullan\u0131n.<\/li>\n\n\n\n<li>M\u00fc\u015fterinin zaman\u0131na ve zekas\u0131na sayg\u0131 duydu\u011fundan emin olmak i\u00e7in anketinizi netlik ve uzunluk a\u00e7\u0131s\u0131ndan test edin.<\/li>\n\n\n\n<li>Verileri s\u00fcrekli analiz edin ve m\u00fc\u015fteri ihtiya\u00e7lar\u0131 ve beklentileriyle uyumlu kalmak i\u00e7in yakla\u015f\u0131m\u0131n\u0131z\u0131 yineleyin.<\/li>\n<\/ul>\n\n\n\n<p>Mevcut anket stratejilerinizi g\u00f6zden ge\u00e7irin. \u0130htiyac\u0131n\u0131z olan i\u00e7g\u00f6r\u00fcleri ortaya \u00e7\u0131karmak i\u00e7in uyarlanm\u0131\u015flar m\u0131 yoksa bu yeni, hedefe y\u00f6nelik fikirleri entegre etmenin zaman\u0131 geldi mi?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Sonraki Ad\u0131mlar ve Kaynaklar<\/strong><\/h2>\n\n\n\n<p>Hedefleriniz var, stratejiniz var, ama bunu nas\u0131l eyleme ge\u00e7ireceksiniz? \u0130\u015fte bu noktada <a href=\"htps:\/\/www.surveyrock.com\/home\/\">SurveyRock <\/a>ad\u0131mlar. 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