{"id":701,"date":"2020-01-17T12:28:23","date_gmt":"2020-01-17T12:28:23","guid":{"rendered":"http:\/\/ilkerkarademir.com\/?p=701"},"modified":"2020-01-17T12:40:43","modified_gmt":"2020-01-17T12:40:43","slug":"musteri-yasam-boyu-degeri","status":"publish","type":"post","link":"http:\/\/ilkerkarademir.com\/index.php\/2020\/01\/17\/musteri-yasam-boyu-degeri\/","title":{"rendered":"M\u00dc\u015eTER\u0130 YA\u015eAM BOYU DE\u011eER\u0130"},"content":{"rendered":"\n

<\/p>\n\n\n\n

M\u00fcsteri Ya\u015fam Boyu De\u011feri Kavram\u0131<\/a><\/h4>\n\n\n\n

Bir m\u00fc\u015fterinin bir firmayla olan t\u00fcm ili\u015fki s\u00fcresi boyunca firmadan yapaca\u011f\u0131 sat\u0131n almalar\u0131n beklenen kar\u0131n\u0131n bug\u00fcnk\u00fc de\u011ferini g\u00f6z \u00f6n\u00fcnde bulunduran m\u00fc\u015fteri yasam boyu de\u011feri, i\u015fletmelerin en y\u00fcksek ve en d\u00fc\u015f\u00fck karl\u0131 m\u00fc\u015fterilerini tan\u0131mlayarak pazarlama strateji ve taktiklerine bu do\u011frultuda y\u00f6n vermesini sa\u011flayan bir \u00f6l\u00e7\u00fcmd\u00fcr. <\/p>\n\n\n\n

\"\u0130lgili<\/figure>\n\n\n\n

Son y\u0131llarda m\u00fc\u015fteri ili\u015fkileri y\u00f6netimi uygulamalar\u0131n\u0131n yayg\u0131nla\u015fmas\u0131 sayesinde pazarlamada \u00fcr\u00fcn odakl\u0131 yakla\u015f\u0131mdan, m\u00fc\u015fteri odakl\u0131 yakla\u015f\u0131ma kayma ya\u015fanm\u0131\u015ft\u0131r. Bu yakla\u015f\u0131mda m\u00fc\u015fteriler de\u011fer olarak g\u00f6r\u00fclmekte, elde edilmelerine ve elde tutulmalar\u0131na odaklan\u0131lmaktad\u0131r. Fakat m\u00fc\u015fterilerin hepsinin ayn\u0131 de\u011fere sahip olmamas\u0131 ve i\u015fletme kaynaklar\u0131n\u0131n k\u0131s\u0131tl\u0131l\u0131\u011f\u0131 nedeniyle hepsiyle ayn\u0131 kalitede ilgilenilememesi nedeniyle m\u00fc\u015fterilerin i\u015fletme i\u00e7in de\u011ferleri \u00f6l\u00e7\u00fclerek \u00e7ok de\u011ferli ve az de\u011ferli (az karl\u0131) m\u00fc\u015fterilerin tan\u0131mlanmas\u0131 bu y\u00f6nde pazarlama strateji ve planlar\u0131n\u0131n yap\u0131lmas\u0131 gerekmektedir. B\u00f6ylesine \u00f6nemli bir g\u00f6revin M\u00fc\u015fteri Yasam Boyu De\u011feri (Customer Lifetime Value) analizleri ile yap\u0131labilmesi bu kavram\u0131 i\u015fletmelerin g\u00fcndemine ta\u015f\u0131m\u0131\u015ft\u0131r. <\/p>\n\n\n\n

Reinartz ve Kumar m\u00fc\u015fteri ya\u015fam boyu de\u011feri ara\u015ft\u0131rmalar\u0131na son\nzamanlarda artan ilgiyi ba\u015fl\u0131ca \u00fc\u00e7 nedene ba\u011flamaktad\u0131r. \u0130lk olarak,\ny\u00f6neticilerin zaman i\u00e7inde m\u00fc\u015fteri ili\u015fkileri y\u00f6netimi s\u00fcre\u00e7lerine daha da\nfazla \u00f6nem vermeleri ve bu nedenle m\u00fc\u015fteri ya\u015fam boyu de\u011ferini anlamaya daha da\nfazla gereksinim duymalar\u0131d\u0131r. \u0130kinci olarak, Pazarlama Bilimi Enstit\u00fcs\u00fc\ntaraf\u0131ndan m\u00fc\u015fteri yasam boyu de\u011ferinin ara\u015ft\u0131rma \u00f6nceli\u011fi ta\u015f\u0131yan temalar\naras\u0131nda say\u0131lm\u0131\u015f olmas\u0131d\u0131r. Son olarak ise, bu alandaki deneysel \u00e7al\u0131\u015fmalar\u0131n\nson derece az olmas\u0131d\u0131r (Schneider, Kelemci , & Sa\u011flam, 2007).<\/p>\n\n\n\n

Watson ve Kale, Harrell ve Frazier, Bitran ve Mondschein, Meffer\u2019in yapt\u0131\u011f\u0131\ntan\u0131mlar incelendi\u011finde ise MYBD; m\u00fc\u015fterinin firma ile ili\u015fkide bulundu\u011fu b\u00fct\u00fcn\nd\u00f6nemler s\u00fcresince o m\u00fc\u015fteriden elde edilmesi beklenen kar toplam\u0131 olarak\ntan\u0131mlanabilir.<\/p>\n\n\n\n

Courtheoux, Roberts ve Berger, Jackson, Pearson, Hoekstra ve Huizingh\u2019in\nyapt\u0131\u011f\u0131 tan\u0131mlar incelendi\u011finde ise MYBD; m\u00fc\u015fteriden beklenen kar ve masraflar\ni\u00e7in gelecekteki t\u00fcm katk\u0131 ak\u0131\u015flar\u0131n\u0131n net \u015fimdiki de\u011feri, ba\u015fka bir ifadeyle\ngelecekteki t\u00fcm katk\u0131 ak\u0131\u015flar\u0131n\u0131n bir m\u00fc\u015fteriden beklenen kar ve masraflar i\u00e7in\nnet \u015fimdiki de\u011feri \u015feklinde tan\u0131mlanabilir.<\/p>\n\n\n\n

Berson, Smith ve Thearling taraf\u0131ndan yap\u0131lan tan\u0131ma g\u00f6re MYBD; \u201cBir i\u015fletmenin\nm\u00fc\u015fteri ile olan ili\u015fkileri ve m\u00fc\u015fterinin i\u015fletmeden \u00fcr\u00fcn ve hizmet sat\u0131n\nalmaya devam etti\u011fi s\u00fcre\u00e7 i\u00e7erisinde sa\u011flanmas\u0131 beklenen net kar\u0131n \u015fimdiki de\u011feridir.\u201d\n<\/p>\n\n\n\n

Yap\u0131lan bu tan\u0131mlamalar dikkate al\u0131nd\u0131\u011f\u0131nda m\u00fc\u015fteri yasam boyu de\u011feri;\nbir m\u00fc\u015fterinin bir firma ile olan t\u00fcm yasam boyu ili\u015fkisinden elde edilmesi\nbeklenen gelir toplam\u0131ndan m\u00fc\u015fteri i\u00e7in yap\u0131lan her t\u00fcrl\u00fc masraflar d\u00fc\u015f\u00fcld\u00fckten\nsonra, kalan miktar\u0131n bug\u00fcnk\u00fc de\u011feri olarak tan\u0131mlanabilir (Yaprakl\u0131 & Keser,\n 2008).<\/p>\n\n\n\n

M\u00fc\u015fteri Ya\u015fam Boyu De\u011feri Bile\u015fenleri<\/a><\/h4>\n\n\n\n

M\u00fc\u015fteri yasam boyu de\u011feri (Customer Lifetime Value) hesaplamalar\u0131yla ilgili literat\u00fcrde \u00e7ok farkl\u0131 \u015fekillerde hesaplama modelleri bulunmaktad\u0131r. Her bir modelde farkl\u0131 fakt\u00f6rlerin MYBD \u2019nin hesaplanmas\u0131na katk\u0131 sa\u011flayaca\u011f\u0131 d\u00fc\u015f\u00fcn\u00fclm\u00fc\u015f ve modele eklenmi\u015ftir. T\u00fcm bu farkl\u0131 modellerde kullan\u0131lan ortak bile\u015fenler elde tutma oran\u0131, gelir, maliyet, indirgeme oran\u0131, m\u00fc\u015fteri \u00f6mr\u00fc seklinde s\u0131ralanabilir.<\/p>\n\n\n\n

\"\"
Muhtemel MYBD \u0130\u015f Uygulamalar\u0131 (Hindawi, 2015)<\/strong> <\/figcaption><\/figure><\/div>\n\n\n\n

<\/p>\n\n\n\n

M\u00fc\u015fteri Ya\u015fam Boyu De\u011ferinin Hesaplanmas\u0131<\/a> <\/h4>\n\n\n\n

MYBD \u2019nin hesaplanmas\u0131 pazarlama a\u00e7\u0131s\u0131ndan \u00f6zellikle de uzun d\u00f6nemli karl\u0131 m\u00fc\u015fteri ili\u015fkilerinin geli\u015ftirilmesi ve s\u00fcrd\u00fcr\u00fclebilir olmas\u0131 \u00f6nemlidir. MYBD \u2019nin hesaplanmas\u0131 \u00e7e\u015fitli \u015fekillerde yap\u0131labilmektedir. Hesaplama \u015firketin ger\u00e7ekle\u015ftirdi\u011fi i\u015f faaliyetlerine ba\u011fl\u0131 olarak farkl\u0131 yakla\u015f\u0131mlar gerektirebilir. Yani hesaplama sekt\u00f6re, i\u015fletmeye, hitap edilen m\u00fc\u015fteri \u00e7e\u015fidine g\u00f6re farkl\u0131l\u0131k g\u00f6sterebilir.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
\"\"<\/figure><\/div>\n\n\n\n

MYBD \u2019nin hesaplanmas\u0131nda m\u00fc\u015fterilere ait y\u00fcksek kalitedeki \u00f6nemli\nbilgilerin elde edilmesi gerekmektedir. Bu nedenle m\u00fc\u015fterilerle ilgili hangi\nbilgilere ihtiya\u00e7 duyuldu\u011funun ve bunlar\u0131n nas\u0131l elde edilebilece\u011finin saptanmas\u0131\ngerekir. Hesaplama i\u00e7in gerekli olan bilgilerin pek \u00e7o\u011fu haz\u0131r bir \u015fekilde elde\nedilebilir t\u00fcrden olup, bilinen ger\u00e7eklerdir. Baz\u0131lar\u0131 ise m\u00fc\u015fterinin\ngelecekteki davran\u0131\u015flar\u0131 veya yap\u0131lacak masraflar\u0131 tahmin etmek yoluyla\nsaptanabilir.<\/p>\n\n\n\n

Yasam boyu de\u011ferin hesaplanmas\u0131nda ne kadarl\u0131k bir d\u00f6nemin g\u00f6z \u00f6n\u00fcnde\nbulundurulaca\u011f\u0131 \u00f6nemli bir konudur. Sekt\u00f6rlerin tamam\u0131nda bu konuyla ilgili\nkar\u0131\u015f\u0131kl\u0131k bulunmaktad\u0131r. Baz\u0131 m\u00fc\u015fterilerin i\u015fletme ile ili\u015fkileri y\u0131llarca devam\netmektedir. Buna kars\u0131n baz\u0131lar\u0131 ise sadece bir kerelik bir ili\u015fki i\u00e7erisinde\nbulunurlar. Bununla birlikte dayan\u0131kl\u0131 \u00fcr\u00fcnlerde hesaplama d\u00f6nemi daha uzun olarak\nd\u00fc\u015f\u00fcn\u00fclebilir. \u00d6rne\u011fin d\u00fcnyaca \u00fcnl\u00fc otomobil markas\u0131 Ford taraf\u0131ndan m\u00fc\u015fterilerinin\nyasam boyu de\u011ferleri hesaplan\u0131rken 10 y\u0131ll\u0131k bir s\u00fcre g\u00f6z \u00f6n\u00fcnde bulundurulmaktad\u0131r.\n<\/p>\n\n\n\n

M\u00fc\u015fteri Ya\u015fam Boyu De\u011feri (CLV) = Toplam M\u00fc\u015fteri Gelirleri – Toplam M\u00fc\u015fteri Maliyetleri<\/strong><\/p>\n\n\n\n

M\u00fc\u015fteri ya\u015fam boyu de\u011fer, i\u015f b\u00fcy\u00fcmesi i\u00e7in verimli bir strateji bildiren\ng\u00fc\u00e7l\u00fc bir i\u015f zekas\u0131 par\u00e7as\u0131d\u0131r. \u0130ngilizce literat\u00fcrde CLTV, LCV, LTV, T\u00fcrk\u00e7ede\nMYBD olarak bilinen bu hesaplamalar, b\u00fcy\u00fcme hedeflerine ve \u015firket de\u011ferinin\ncanl\u0131 bir g\u00f6stergesine k\u0131yasla bir k\u0131yaslama sa\u011flar. Ayr\u0131nt\u0131l\u0131 veya daha genel\nbir form\u00fclle ifade edilebilen M\u00fc\u015fteri Ya\u015fam Boyu De\u011feri, belirli bir m\u00fc\u015fterinin\nm\u00fc\u015fteri ili\u015fkisinin t\u00fcm \u00f6mr\u00fc boyunca sat\u0131n almalar\u0131ndan bekleyebilece\u011finiz net\nkar\u0131n de\u011feri olarak tan\u0131mlan\u0131r.<\/p>\n\n\n\n

Bir MYBD hesaplamas\u0131 ile, \u00f6z\u00fcnde, ortalama m\u00fc\u015fterinizin \u015firketiniz i\u00e7in “de\u011ferli” oldu\u011funu \u00f6\u011freniyorsunuzdur. Diyelim ki bir m\u00fc\u015fteri MYBD 6.000 dolar. Bu m\u00fc\u015fteriye hizmet etmek i\u00e7in size y\u0131lda 15.000 dolarl\u0131k bir maliyet veriyorsa ve bu m\u00fc\u015fteriyi elde etme maliyeti 20.000 dolar. Bu m\u00fc\u015fteriyi ne kadar s\u00fcre tutmak istiyorsunuz? A\u00e7\u0131k\u00e7as\u0131, 3 y\u0131ldan fazla bir s\u00fcre yoksa yaln\u0131zca ba\u015fa ba\u015f para kazan\u0131r ve para kaybetmeye ba\u015flayabilirsiniz. Bu t\u00fcr verilerin anla\u015f\u0131lmamas\u0131 bir \u015firketin \u00e7ok daha karl\u0131 olmas\u0131na ve pazarlama ve sat\u0131\u015f ekibinin \u00fczerinde odaklanacak ideal m\u00fc\u015fterileri tan\u0131mlamas\u0131na yard\u0131mc\u0131 olur. <\/p>\n\n\n\n

\"\"
MYBD Grafi\u011fi<\/strong> (Kelly, 2009). <\/figcaption><\/figure><\/div>\n\n\n\n

<\/p>\n\n\n\n

A\u015fa\u011f\u0131daki bilgiler, \u0130\u015fletme sahibi veya CEO i\u00e7in bu konularda stratejiler\ngeli\u015ftirirken yard\u0131mc\u0131 olur;<\/p>\n\n\n\n

Kazan\u00e7<\/strong><\/p>\n\n\n\n

M\u00fc\u015fteri Ya\u015fam Boyu De\u011feri (CLV\/MYBD),\nyeni m\u00fc\u015fterinin firman\u0131za ne getirece\u011fine ba\u011fl\u0131 olarak m\u00fc\u015fteri sat\u0131n alma\nb\u00fct\u00e7esini olu\u015fturmaya yard\u0131mc\u0131 olur. M\u00fc\u015fterileri kazanmak i\u00e7in harcanabilinecek\n\u015feyin daha iyi anla\u015f\u0131lmas\u0131n\u0131 sa\u011flar.<\/p>\n\n\n\n

Reklam ve pazarlama hedeflemesi<\/strong><\/p>\n\n\n\n

Daha do\u011fru ve detayl\u0131 m\u00fc\u015fteri ki\u015filikleri olu\u015fturmaya yard\u0131mc\u0131 olmas\u0131\ni\u00e7in MYBD verilerini\nkullan\u0131lmal\u0131. M\u00fc\u015fteri ya\u015fam boyu de\u011feri, \u015firkete en y\u00fcksek kar\u0131 sa\u011flayan\nm\u00fc\u015fteri segmentlerine odaklanarak, reklamc\u0131l\u0131k ve pazarlama maliyetini ak\u0131ll\u0131ca\nharcamaya yard\u0131mc\u0131 olur.<\/p>\n\n\n\n

Yat\u0131r\u0131m Getirisi <\/strong><\/p>\n\n\n\n

MYBD m\u00fckemmel bir g\u00f6sterge ve pazarlama kampanyas\u0131 performans\u0131n\u0131n\ndo\u011fru \u00f6l\u00e7\u00fcm\u00fc sa\u011flar. S\u0131kl\u0131kla s\u0131n\u0131rl\u0131 kaynaklardan maksimum kazan\u00e7 elde\nettirir.<\/p>\n\n\n\n

Y\u00f6netim stratejilerinin etkisi<\/strong><\/p>\n\n\n\n

\u00dcst d\u00fczey baz\u0131 kararlar\u0131n m\u00fc\u015fteri\nvarl\u0131klar\u0131n\u0131n de\u011feri \u00fczerindeki etkisinin \u00f6\u011frenilmesi gerekir.  MYBD\nverileri, k\u0131sa vadeli sat\u0131\u015flara odaklanmak yerine, uzun vadeli m\u00fc\u015fteri\nmemnuniyetini vurgulayan bir \u015firket k\u00fclt\u00fcr\u00fcn\u00fc te\u015fvik etmek i\u00e7in kullan\u0131labilir.<\/p>\n\n\n\n

Koruma \u00e7abalar\u0131 <\/strong><\/p>\n\n\n\n

Belirli m\u00fc\u015fteri segmentlerini\nkorumak i\u00e7in harcamalara karar verilmelidir. Bu, m\u00fc\u015fteri ili\u015fkilerini karl\u0131l\u0131\u011fa\ndo\u011fru y\u00f6nlendirilmesine yard\u0131mc\u0131 olur. Sat\u0131n alma s\u0131kl\u0131\u011f\u0131 ve olas\u0131l\u0131k gibi\nfakt\u00f6rler de dahil olmak \u00fczere m\u00fc\u015fteri sadakatinin \u00f6l\u00e7\u00fclmesi gereklidir.<\/p>\n\n\n\n

Bireysel m\u00fc\u015fteri karl\u0131l\u0131\u011f\u0131 <\/strong><\/p>\n\n\n\n

Tek bir m\u00fc\u015fterinin karl\u0131l\u0131\u011f\u0131n\u0131\nhesaplanabilir. Bu bilgi sat\u0131\u015f ekibi taraf\u0131ndan kullan\u0131labilir: \u00d6rne\u011fin,\nbelirli bir \u00fcr\u00fcn \/ hizmet i\u00e7in en karl\u0131 yeni m\u00fc\u015fteri demografisine odaklanmak\nve mevcut m\u00fc\u015fteri taban\u0131nda f\u0131rsatlar\u0131 de\u011ferlendirmek gibi.<\/p>\n\n\n\n

\u015eirket karl\u0131l\u0131\u011f\u0131 \/ de\u011ferlemesi<\/strong><\/p>\n\n\n\n

MYBD, \u015firketinizin de\u011ferlemesinin belirlenmesinde \u00f6nemli bir veri\nnoktas\u0131d\u0131r. M\u00fc\u015fteri taban\u0131n\u0131z\u0131n de\u011ferini ve beklenen b\u00fcy\u00fcmeyi bilmek, ek\nyat\u0131r\u0131m turlar\u0131 ararken veya sat\u0131n al\u0131m tekliflerini de\u011ferlendirirken\nyararl\u0131d\u0131r  (Berkebile, 2013).<\/p>\n\n\n\n

SON S\u00d6Z<\/a><\/h4>\n\n\n\n

Neden MYBD (CLV) kullan\u0131lmal\u0131? \u00c7\u00fcnk\u00fc MYBD’yi \u00f6\u011frendikten sonra, m\u00fc\u015fteriyi tahmin \u00e7al\u0131\u015fmalar\u0131nda, reklam kampanyalar\u0131ndaki m\u00fc\u015fteri koruma harcamalar\u0131n\u0131n yeniden hedeflenmesini ve ayr\u0131ca indirimlerin ve promosyonlar\u0131n m\u00fc\u015fterilere ger\u00e7ekten sunulmas\u0131 gerekti\u011fi g\u00f6r\u00fclebilir.<\/p>\n\n\n\n

Her \u015fey, harcamalar\u0131n\u0131zda bilin\u00e7li olman\u0131zla ba\u015flar; ve karl\u0131l\u0131\u011f\u0131n\u0131z\u0131\nsa\u011flamak i\u00e7in m\u00fc\u015fterilerinize a\u015f\u0131r\u0131 y\u00fck olmamay\u0131 sa\u011flar.<\/p>\n\n\n\n

\u00d6rne\u011fin, bir m\u00fc\u015fteri, sizinle birlikte 200 $ ‘\u0131 \u00f6m\u00fcr boyu harcarsa,\nsizinle kalmalar\u0131ndan emin olmak i\u00e7in 200 $’a kadar harcama yapabilmelisiniz.\nBundan fazlas\u0131n\u0131 harcarsan\u0131z maalesef karl\u0131 olmazs\u0131n\u0131z.<\/p>\n\n\n\n

M\u00fc\u015fteri ya\u015fam boyu de\u011feri, bir\nm\u00fc\u015fterinin firmaya getirdi\u011fi t\u00fcm de\u011ferleri yakalar ve i\u015fletmenizi y\u00f6netmek i\u00e7in\n\u00e7ok yararl\u0131 bir ara\u00e7 olabilir. MYBD daha ak\u0131ll\u0131 kararlar alman\u0131z\u0131 sa\u011flar. MYBD\nuygulamas\u0131 b\u00fcy\u00fck bir s\u00fcre\u00e7 de\u011fi\u015fikli\u011fi ve bir yol haritas\u0131na ihtiya\u00e7 duyar.\nM\u00fc\u015fteri Ya\u015fam Boyu De\u011fer haritalar\u0131 \u015firketinizin benzersiz ihtiya\u00e7lar\u0131na,\nhedeflerine ve mevcut kaynaklara uyacak \u015fekilde \u00f6zelle\u015ftirilmelidir.  Uzun vadeli kazanc\u0131 sa\u011flayacakt\u0131r. <\/p>\n\n\n\n

KAYNAK\u00c7A<\/a><\/h4>\n\n\n\n

Berkebile,\n D. (2013, Nisan 30). What is Customer Lifetime Value and Why is it So\n Important?<\/em> Getbrandwise:\n http:\/\/www.getbrandwise.com\/branding-blog\/bid\/115243\/What-is-Customer-Lifetime-Value-and-Why-is-it-So-Important\n adresinden al\u0131nm\u0131\u015ft\u0131r<\/p>\n\n\n\n

Hindawi, M. (2015, Mart 11). Customer Lifetime\n Value<\/em>. Opportunities and Challenges:\n

Paper_4049_handout_2471_0.pdf eri\u015fimi i\u00e7in t\u0131klay\u0131n<\/a><\/p>\n adresinden al\u0131nm\u0131\u015ft\u0131r<\/p>\n\n\n\n

Kelly, R. (2009). Pearanalytics:\n https:\/\/pearanalytics.com\/blog\/2009\/importance-of-lifetime-value-in-marketing\/\n adresinden al\u0131nm\u0131\u015ft\u0131r<\/p>\n\n\n\n

Schneider, Kelemci , G., & Sa\u011flam, D. (2007).\n M\u00fc\u015fteri Ya\u015fam Boyu De\u011feri Hesaplama Modelleri ve Model De\u011fi\u015fkenlerine Genel\n Bir Bak\u0131\u015f. Pazarlama D\u00fcnyas\u0131, 21<\/em>(Say\u01315), 32-38.<\/p>\n\n\n\n

Yaprakl\u0131, T. \u015e., & Keser, E. (2008). M\u00fc\u015fteri\n Ya\u015fam Boyu De\u011ferinin Analizi: Bir Saha Ara\u015ft\u0131rmas\u0131. Atat\u00fcrk \u00dcniversitesi\n Sosyal Bilimler Enstit\u00fcs\u00fc Dergisi, Cilt12<\/em>(Say\u01312).<\/p>\n","protected":false},"excerpt":{"rendered":"

M\u00fcsteri Ya\u015fam Boyu De\u011feri Kavram\u0131 Bir m\u00fc\u015fterinin bir firmayla olan t\u00fcm ili\u015fki s\u00fcresi boyunca firmadan yapaca\u011f\u0131 sat\u0131n almalar\u0131n beklenen kar\u0131n\u0131n bug\u00fcnk\u00fc de\u011ferini g\u00f6z \u00f6n\u00fcnde bulunduran m\u00fc\u015fteri yasam boyu de\u011feri, i\u015fletmelerin en y\u00fcksek ve en d\u00fc\u015f\u00fck karl\u0131 m\u00fc\u015fterilerini tan\u0131mlayarak pazarlama strateji ve taktiklerine bu do\u011frultuda y\u00f6n vermesini sa\u011flayan bir \u00f6l\u00e7\u00fcmd\u00fcr. Son Daha fazlas\u0131n\u0131 oku<\/a><\/p>\n","protected":false},"author":1,"featured_media":724,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[10],"tags":[25,22,24,27,26,14],"class_list":["post-701","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pazarlama","tag-clv","tag-customer","tag-customer-lifetime-value","tag-marketing","tag-musteri-yasam-boyu-degeri","tag-pazarlama"],"yoast_head":"\nM\u00dc\u015eTER\u0130 YA\u015eAM BOYU DE\u011eER\u0130 - \u0130lker Karademir<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ilkerkarademir.com\/index.php\/2020\/01\/17\/musteri-yasam-boyu-degeri\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"M\u00dc\u015eTER\u0130 YA\u015eAM BOYU DE\u011eER\u0130 - \u0130lker Karademir\" \/>\n<meta property=\"og:description\" content=\"M\u00fcsteri Ya\u015fam Boyu De\u011feri Kavram\u0131 Bir m\u00fc\u015fterinin bir firmayla olan t\u00fcm ili\u015fki s\u00fcresi boyunca firmadan yapaca\u011f\u0131 sat\u0131n almalar\u0131n beklenen kar\u0131n\u0131n bug\u00fcnk\u00fc de\u011ferini g\u00f6z \u00f6n\u00fcnde bulunduran m\u00fc\u015fteri yasam boyu de\u011feri, i\u015fletmelerin en y\u00fcksek ve en d\u00fc\u015f\u00fck karl\u0131 m\u00fc\u015fterilerini tan\u0131mlayarak pazarlama strateji ve taktiklerine bu do\u011frultuda y\u00f6n vermesini sa\u011flayan bir \u00f6l\u00e7\u00fcmd\u00fcr. 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