Çağrı Merkezi Süreçlerinde Müşteri Deneyimi Ölçümü ve Yeni Nesil Yaklaşımlar

Abstract

Günümüzde müşteri hizmetleri süreçlerinin iyi yönetilmesi müşteri memnuniyeti ve marka algısı üzerinde büyük bir etki yaratmaktadır. Satış sonrası hizmet sürecinde hızlı geri dönüş alamayan müşterilerin firmayı bir daha tercih etmediği görülmektedir. Çağrı merkezleri tüm firmalar için satış sonrası süreçlerde büyük önem taşımaktadır. Müşteriler yaşadıkları sorunu, ürün taleplerini ve şikâyetlerini iletmek için firma ile çağrı merkezi yoluyla iletişime geçmek istemektedir. Firmalar müşterilerine pek çok farklı kanaldan ulaşarak deneyimlerini ayrıntılı biçimde analiz eder bu da firmalara rekabet avantajı sağlar. Bu süreçlerin iyi yönetilmemesi müşteri memnuniyetsizliğini doğurabileceği gibi işletmeler için daha önemli olan dolaylı maliyetlerin artmasına neden olur. Bu tür süreçlerin doğru yönetilmesi firmaların rekabet üstünlüğünü artıracağı gibi kalite anlayışının firma geneline yayılmasını da sağlayacaktır. Bu makale müşteri temas adımlarının ayrıntılı ve raporlanabilir bir şekilde takibi ve memnuniyet oranı değişim analizini araştırmıştır. Araştıra içerisinde müşteri deneyimi ölçümü için model önerisi sunulmuş ve teknolojik değişimler ayrıntılı olarak incelenmiştir. Yapay zekâ destekli önerilen modelin hizmet süreçlerinde eniyileme yaptığı ve müşteri deneyimi ölçümünde başarı sağladığı görülmüştür.

Keywords

• Çağrı merkezi
• Müşteri deneyim ölçümü
• Müşteri yolculuğu
• Müşteri ilişkileri yönetimi
• Yönetim Bilişim Sistemleri.

Customer Experience Measurement and New Generation Approaches in Call Center Processes

Abstract

Today, good management of customer service processes has a great impact on customer satisfaction and brand perception. It is seen that customers who do not get a quick response during the after-sales service process do not prefer the company again. Call centers are of great importance in after-sales processes for all sectors and all companies. Customers want to contact the company through the call center to convey their problems, product demands and complaints. Companies reach their customers through many different channels and stages and analyze their experiences in detail, which gives companies a competitive advantage. Failure to manage these processes well may result in customer dissatisfaction and increase indirect costs, which are more important for businesses. The correct management of such processes will increase the competitive advantage of the companies and will also ensure that the understanding of quality is spread throughout the company. This article investigated the detailed and reportable tracking of customer contact steps and analysis of change in satisfaction rate. A model proposal was presented for customer experience measurement and technological changes were examined in detail. It has been observed that the proposed model supported by artificial intelligence optimizes service processes and achieves success in customer experience measurement.

Keywords

• Call center
• Customer experience measurement
• Customer journey
• Customer relationship management
• Management information systems.

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