{"id":243,"date":"2019-12-19T10:33:26","date_gmt":"2019-12-19T10:33:26","guid":{"rendered":"http:\/\/philosopical-falcon.w5.wpsandbox.pro\/2019\/12\/19\/travel-copy-copy-2-copy-copy-2-copy-copy-2\/"},"modified":"2023-01-22T08:53:06","modified_gmt":"2023-01-22T08:53:06","slug":"musteri-iliskileri","status":"publish","type":"post","link":"https:\/\/yukselkeles.com\/?p=243","title":{"rendered":"KATILIM BANKACILI\u011eINDA M\u00dc\u015eTER\u0130 Y\u00d6NET\u0130M\u0130"},"content":{"rendered":"\r\n

Son y\u0131llarda kurumsal firm<\/span>alarda ve \u00f6zellikle Bankac\u0131l\u0131k S<\/span>ekt\u00f6r\u00fcnde uygulama <\/span>alan\u0131 bulan m\u00fc\u015fteri y\u00f6netimi ya<\/span> da daha yayg\u0131n bir ifadeyle m\u00fc\u015fteri ili\u015fkileri y\u00f6netimi (M\u0130Y\/CRM), hedef m\u00fc\u015fteri<\/span>lerin<\/span> se\u00e7imi ile ba\u015flayan ve m\u00fc\u015fterilerin kazan\u0131lmas\u0131, korunmas\u0131, m\u00fc\u015fteride derinle\u015fme stratejilerin<\/span>in<\/span> uyguland\u0131\u011f\u0131, bu s\u00fcre\u00e7lerin teknolojik yeniliklerle desteklendi\u011fi, t\u00fcm \u00e7al\u0131\u015fanlar\u0131n s\u00fcrece<\/span> d<\/span>\u00e2<\/span>hil<\/span>edildi\u011fi, m\u00fc\u015fteri odakl\u0131, u\u00e7tan ucu<\/span>,<\/span> dinamik bir y\u00f6netim anlay<\/span>\u0131\u015f\u0131 olarak tarif edilebilir.<\/span><\/a><\/p>\r\n

Kat\u0131l\u0131m bankac\u0131l\u0131\u011f\u0131 \u00f6zelinde m\u00fc\u015fteri y\u00f6netimine de\u011finmeden \u00f6nce t\u00fcm bankac\u0131l\u0131k sekt\u00f6r\u00fcnde uygulama alan\u0131 bulan bu kavrama daha yak\u0131ndan bakabiliriz. <\/span><\/p>\r\n

M\u00fc\u015fteri ili\u015fki y\u00f6netiminin her iki aya\u011f\u0131nda da <\/span>insan fakt\u00f6r\u00fc yer<\/span> ald\u0131\u011f\u0131 i\u00e7in, \u00e7ift tarafl\u0131 y\u00f6neten ve y\u00f6netilen durumu vard\u0131r<\/span>. <\/span>Banka m\u00fc\u015fteriyi y\u00f6netirken m\u00fc\u015fteri de bankay\u0131 y\u00f6netmektedir. Bu \u00f6zellik, m\u00fc\u015fteri ili\u015fkileri y\u00f6netimin<\/span>i<\/span> etkile\u015fim ve geli\u015fim <\/span>i\u00e7inde olan <\/span>dinamik bir s\u00fcre<\/span>ce d\u00f6n\u00fc\u015ft\u00fcrmektedir.<\/span> S\u00fcrecin s\u00fcrd\u00fcr\u00fclebilir ve sa\u011fl\u0131kl\u0131 ilerlemesi \u00e7ift y\u00f6nl\u00fc etkile\u015fimden do\u011fan sonu\u00e7lar\u0131n do\u011fru analiz edilmesine ba\u011fl\u0131d\u0131r. \u00a0 \u00a0 \u00a0 \u00a0<\/span><\/p>\r\n

San\u0131ld\u0131\u011f\u0131 gibi <\/span>m\u00fc\u015fteri ili\u015fkileri y\u00f6netimi bir <\/span>yaz\u0131l\u0131m program\u0131, <\/span>bir <\/span>m\u00fc\u015fteri veri analiz sistemi ya da teknoloji destekli bir pazarlama <\/span>stratejisi de\u011fil <\/span>fakat bunl<\/span>ar\u0131n tamam\u0131n\u0131 kapsayan<\/span> bir ili\u015fki y\u00f6netim felsefesidir. \u00a0 <\/span><\/p>\r\n

Modelin temelini<\/span>,<\/span> m\u00fc\u015fteriyi merkeze alan yakla\u015f\u0131m olu\u015fturmaktad\u0131r. <\/span>Geleneksel bankac\u0131l\u0131kta bankay\u0131 m\u00fc\u015fteri kar\u015f\u0131s\u0131nda g\u00fc\u00e7l\u00fc pozisyonda g\u00f6ren ve \u00fcr\u00fcn\u00fc merkeze alan pazarlama yakla\u015f\u0131m\u0131 yerini, m\u00fc\u015fteriyi merkeze alan bir yakla\u015f\u0131ma b\u0131rakm\u0131\u015ft\u0131r.<\/span><\/p>\r\n

Rekabetin yo\u011fun ya\u015fand\u0131\u011f\u0131 finans piyasas\u0131nda belirleyici olan m\u00fc\u015fteri talebi ve tercihleridir. M\u00fc\u015fteri talebi ve tercihlerini ise ihtiya\u00e7lar belirlemektedir. <\/span>Bu \u00e7er\u00e7evede b<\/span>ankalar m\u00fc\u015fteriyi kazanmak ve elde tutmak i\u00e7in yo\u011fun bir rekabeti g\u00f6ze almak ve bu \u00e7er\u00e7evede \u00e7\u00f6z\u00fcmler \u00fcretmek durumundad\u0131r. Bunun yolu ise m\u00fc\u015fteriyi iyi tan\u0131maktan ge\u00e7mektedir. <\/span><\/p>\r\n

M\u00fc\u015fteriyi iyi tan\u0131man\u0131n yolu ise m\u00fc\u015fteri ile yak\u0131n ve sa\u011fl\u0131kl\u0131 bir ili\u015fki kurmak<\/span>tan ge\u00e7er. M\u00fc\u015fteriden elde edilen <\/span>bilgi belge ve geribildirimleri si<\/span>stemli bir \u015fekilde kaydetmek, <\/span>bu kay\u0131tlar\u0131 kullanarak analiz ve de\u011ferlendirmeler yapmak<\/span> m\u00fc\u015fteri yakla\u015f\u0131m\u0131n\u0131 \u015fekillendirmede \u00f6nemli katk\u0131lar sa\u011flayacakt\u0131r.<\/span><\/p>\r\n

Bankalar\u0131n m\u00fc\u015fteri ili\u015fki y\u00f6netimi uygulamalar\u0131n\u0131 kullanmalar\u0131n\u0131n temelinde etkin maliyet y\u00f6netimi, karl\u0131l\u0131k ve verimlilik art<\/span>\u0131\u015f\u0131 ile sad\u0131k bir m\u00fc\u015fteri kitlesi <\/span>olu\u015fturma gayesi yatmaktad\u0131r. <\/span>Verimli ve sad\u0131k m\u00fc\u015fteri kitlesi olu\u015fturman\u0131n yolu ise m\u00fc\u015fteri memnuniyetinden ge\u00e7mektedir. <\/span><\/p>\r\n

M\u00fc\u015fteri <\/span>ili\u015fkileri <\/span>y\u00f6netimi<\/span>,<\/span> sadece pazarlama birimlerinin <\/span>de\u011fil g<\/span>\u00fcvenlik g\u00f6revlisinden hizmetlisine, bilgi teknolojilerinden id<\/span>ari i\u015fler birimlerine kadar herkesin<\/span> d\u00e2<\/span>hil oldu\u011fu <\/span>bir s\u00fcre\u00e7tir. <\/span>Bankalar\u0131n da kendi i\u00e7 m\u00fc\u015fterileri vard\u0131r ve bu i\u00e7 m\u00fc\u015fteriler d\u0131\u015f m\u00fc\u015fterilere hizm<\/span>et verirken ald\u0131klar\u0131 hizmetin<\/span> sa\u011fl\u0131kl\u0131 ve kaliteli olmas\u0131 gerekir. Tatmin edilmeyen i\u00e7 m\u00fc\u015fteri<\/span>,<\/span> d\u0131\u015f m\u00fc\u015fteri<\/span>de<\/span>memnuniyetsizlik yarat\u0131r. <\/span><\/p>\r\n

Kat\u0131l\u0131m Bankac\u0131l\u0131\u011f\u0131nda M\u00fc\u015fteri Y\u00f6netimi <\/span><\/p>\r\n

M\u00fc\u015fteri ili\u015fkileri y\u00f6netimi konusunda yukar\u0131da de\u011findi\u011fimiz hususlar genel manada <\/span>Kat\u0131l\u0131m B<\/span>ankalar\u0131 da d\u00e2<\/span>hil <\/span>t\u00fcm bankac\u0131l\u0131k sekt\u00f6r\u00fc i\u00e7in ge\u00e7erli olan <\/span>hususlard\u0131r. <\/span>Modelin i\u015fleyi\u015f tarz\u0131 ve hitap etti\u011fi m\u00fc\u015fteri kitlesi <\/span>ile faaliyet g\u00f6sterilen <\/span>P<\/span>azar<\/span>,<\/span> hem konvansiyonel hem de Kat\u0131l\u0131m B<\/span>ankalar\u0131 i\u00e7in ayn\u0131d\u0131r.<\/span>Farkl\u0131 olan bankalar\u0131n varolu\u015f felsefeleri ve yakla\u015f\u0131mlar\u0131d\u0131r. <\/span><\/p>\r\n

Peki! Bu modeli uygulama a\u00e7\u0131s\u0131ndan Kat\u0131l\u0131m B<\/span>ankalar\u0131n\u0131n konvansiyonel bankalardan ne gibi farkl\u0131l\u0131klar\u0131 olabilir, olmal\u0131d\u0131r. <\/span><\/p>\r\n

Her<\/span> \u015feyden \u00f6nce Kat\u0131l\u0131m B<\/span>ankalar\u0131 ticaretin finansman\u0131n\u0131 \u00f6nceleyen bir bankac\u0131l\u0131k anlay\u0131\u015f\u0131 ile faaliyet g\u00f6stermektedir. Bu nedenle<\/span> kendisi de ayn\u0131 zamanda mal<\/span> ve hizme<\/span>t<\/span> temin eden bir m\u00fc\u015fteridir. Yani hem banka hem de tacir s\u0131fat\u0131 bulunmaktad\u0131r.<\/span><\/p>\r\n

Varolu\u015f felsefesi <\/span>faizsiz bankac\u0131l\u0131k yapmak olan Kat\u0131l\u0131m B<\/span>ankalar\u0131n\u0131n ticaret yaparken g\u00f6zetmeleri gereken en \u00f6nemli husus ise <\/span>kar\u015f\u0131l\u0131kl\u0131 r\u0131zaya dayanan ticarettir<\/span>. <\/span>Kur\u2019an-\u0131 Kerimde \u015f\u00f6yle buyurulmaktad\u0131r<\/span>;<\/span><\/p>\r\n

\u201c<\/span>Ey iman edenler! Mallar\u0131n\u0131z\u0131 aran\u0131zda bat\u0131l yollarla yemeyin. Ancak kar\u015f\u0131l\u0131kl\u0131 r\u0131za ile yap\u0131lan ticaretle olursa ba\u015fka. Kendinizi hel\u00e2k etmeyin. \u015e\u00fcphesiz Allah, size kar\u015f\u0131 \u00e7ok merhametlidir.<\/span>\u201d Nisa suresi\/4<\/span>.<\/span><\/p>\r\n

\u00a0<\/p>\r\n

Bu ayet ticaretin kar\u015f\u0131l\u0131kl\u0131 r\u0131zaya dayanmas\u0131 ilkesini ortaya koymaktad\u0131r. Bu nedenle <\/span>kat\u0131l\u0131m bankalar\u0131 ve \u00e7al\u0131\u015fanlar\u0131n\u0131n g\u00f6zetmesi gereken husus m\u00fc\u015fterinin r\u0131zas\u0131 olmadan bir \u00fcr\u00fcn<\/span> ve<\/span> hizmetin sat\u0131lmamas\u0131, haks\u0131z bir bedelin <\/span>kanuna<\/span>uygun olsa bile <\/span>m\u00fc\u015fteriden tahsil edilmemesidir.<\/span> Kar\u015f\u0131l\u0131kl\u0131 r\u0131za<\/span>,<\/span> kar\u015f<\/span>\u0131l\u0131kl\u0131 memnuniyeti de i\u00e7ermektedir. <\/span><\/p>\r\n

\u00a0<\/p>\r\n

Kat\u0131<\/span>l\u0131m bankalar\u0131 kazan\u00e7lar\u0131n\u0131n hel\u00e2<\/span>l olmas\u0131n\u0131 g\u00f6<\/span>zetirken m\u00fc\u015fterilerinin hak ve h<\/span>ukukuna zarar gelecek hi\u00e7bir <\/span>uygulama da yapmaz, yapmamal\u0131d\u0131r. <\/span>M\u00fc\u015fteri ile kuraca\u011f\u0131 ili\u015fki<\/span>nin <\/span>temelinde her iki taraf\u0131n kazand\u0131\u011f\u0131, m\u00fc\u015fterinin kendisinden raz\u0131 oldu\u011fu, yeri <\/span>geldi\u011finde m\u00fc\u015fteri lehine fedak\u00e2<\/span>rl\u0131k yap<\/span>ma <\/span>anlay\u0131\u015f<\/span>\u0131<\/span> vard\u0131r. <\/span>Bu anlay\u0131\u015f<\/span>\u0131n meyvesi, <\/span>m\u00fc\u015fteri memnuniyeti ve sadakati<\/span> olacakt\u0131r. <\/span><\/p>\r\n

\u00a0<\/p>\r\n

K\u0131sacas\u0131, Kat\u0131l\u0131m B<\/span>ankalar\u0131<\/span> maliyet odakl\u0131, karl\u0131, verimli ve sad\u0131k m\u00fc\u015fteri kitlesi olu\u015fturacak bir <\/span>m\u00fc\u015fteri <\/span>y\u00f6netim modelini, <\/span>hem m\u00fc\u015fterinin <\/span>hem de Allah<\/span>\u2019\u0131n<\/span> (cc)<\/span> r\u0131zas\u0131n\u0131 kazan<\/span>acak bir anlay\u0131\u015fla y\u00fcr\u00fctmelidir. <\/span>Bu ama\u00e7la hareket edildi\u011finde kazanc\u0131n bereketi olur. Bereket <\/span>ise rakamlardan \u00e7ok daha fazlas\u0131d\u0131r. <\/span><\/p>\r\n

 <\/p>\r\n

Yazar: Y\u00fcksel Kele\u015f<\/p>\r\n","protected":false},"excerpt":{"rendered":"

Son y\u0131llarda kurumsal firmalarda ve \u00f6zellikle Bankac\u0131l\u0131k Sekt\u00f6r\u00fcnde uygulama alan\u0131 bulan m\u00fc\u015fteri y\u00f6netimi ya da daha yayg\u0131n bir ifadeyle m\u00fc\u015fteri ili\u015fkileri y\u00f6netimi (M\u0130Y\/CRM), hedef m\u00fc\u015fterilerin se\u00e7imi ile ba\u015flayan ve m\u00fc\u015fterilerin kazan\u0131lmas\u0131, korunmas\u0131, m\u00fc\u015fteride derinle\u015fme stratejilerinin uyguland\u0131\u011f\u0131, bu s\u00fcre\u00e7lerin teknolojik yeniliklerle desteklendi\u011fi, t\u00fcm \u00e7al\u0131\u015fanlar\u0131n s\u00fcrece d\u00e2hiledildi\u011fi, m\u00fc\u015fteri odakl\u0131, u\u00e7tan ucu, dinamik bir y\u00f6netim anlay\u0131\u015f\u0131 olarak tarif […]<\/p>\n","protected":false},"author":1,"featured_media":1464,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-243","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-srkt"],"_links":{"self":[{"href":"https:\/\/yukselkeles.com\/index.php?rest_route=\/wp\/v2\/posts\/243","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/yukselkeles.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/yukselkeles.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/yukselkeles.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/yukselkeles.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=243"}],"version-history":[{"count":2,"href":"https:\/\/yukselkeles.com\/index.php?rest_route=\/wp\/v2\/posts\/243\/revisions"}],"predecessor-version":[{"id":1465,"href":"https:\/\/yukselkeles.com\/index.php?rest_route=\/wp\/v2\/posts\/243\/revisions\/1465"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/yukselkeles.com\/index.php?rest_route=\/wp\/v2\/media\/1464"}],"wp:attachment":[{"href":"https:\/\/yukselkeles.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=243"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/yukselkeles.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=243"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/yukselkeles.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=243"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}