Social Customer Journey Map: A Research on Communication Agencies

Yıl 2023, Sayı: 44, 90 - 108, 27.12.2023

Cudi Kaan Okmeydan , Işık Özkan

https://doi.org/10.17829/turcom.1195774

Öz

The aim of this study is to obtain in-depth information about the knowledge and experience of communication agencies regarding the concept of social customer journey. Based on a phenomenological research pattern, semi-structured interviews were conducted with eleven experts working in communication agencies operating throughout Turkey. Then, the themes emerging throughout the study were subjected to descriptive analysis. The findings revealed that agency-brand cooperation is extremely important in the planning process of social customer journey. It was determined that the agencies visualized the process by creating a customer journey map at the planning stage. In addition, it has been determined that all the problems that customers may encounter during the planning stage have been foreseen and solutions have been produced. Findings also reveal that communication agencies tracked customer movements on social media to provide a better experience to customers. Utilizing various online tracking and reporting software, these agencies monitored websites and received reports about consumer behaviour. Findings also demonstrate that it has become a necessity for agencies and brands to invest in Artificial Intelligence- powered automation systems in order to provide a better experience to customers and maximize interaction.

Anahtar Kelimeler

Customer journey, customer journey map, social customer journey, social media, brand communication

Sosyal Müşteri Yolculuğu Haritası: İletişim Ajansları Üzerine Bir Araştırma

Öz

Bu çalışmanın amacı iletişim ajanslarının sosyal müşteri yolculuğu kavramına yönelik bilgi ve tecrübeleri hakkında derinlemesine bilgi edinmektir. Çalışmada fenomenolojik bir araştırma deseninden yola çıkarak Türkiye çapında faaliyet gösteren iletişim ajanslarında çalışan on bir uzman ile yarı yapılandırılmış mülakatlar gerçekleştirilmiş ve oluşturulan temalar betimsel analize tabi tutulmuştur. Ortaya çıkan bulgular; sosyal müşteri yolculuğu planlama sürecinde ajans-marka iş birliğinin son derece önemli olduğunu göstermiştir. Planlama aşamasında ajansların müşteri yolculuğu haritası oluşturarak süreci görselleştirdikleri saptanmıştır. Buna ek olarak planlama aşamasında müşterilerin karşılaşabileceği bütün sorunların önceden tahmin edilerek çözümler üretildiği tespit edilmiştir. Müşterilere daha iyi deneyim sunabilmesi adına çeşitli çevrimiçi takip ve raporlama yazılımlarından destek alınarak onların sosyal medya ve web sitelerindeki hareketlerinin izlenip raporlandığı ortaya çıkmıştır. Ortaya çıkan bir diğer önemli bulgu ise müşterilere daha iyi deneyim sunabilmek ve etkileşimi en üst seviyeye çıkarabilmek adına ajansların ve markaların yapay zekâ destekli otomasyon sistemlerine yatırım yapmalarının zorunluluk haline geldiğidir.

Anahtar Kelimeler

Müşteri yolculuğu, müşteri yolculuğu haritası, sosyal müşteri yolculuğu, sosyal medya, marka iletişimi

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