{"status":true,"post":{"id":23592,"user_id":27,"status":1,"type":1,"orde":null,"notification_type":3,"static_post":0,"published_at":"2022-10-24 14:30:45","created_at":"2020-11-19T21:00:00.000000Z","updated_at":"2022-10-24T11:30:45.000000Z","edited_at":"2024-12-17 22:35:21","source_id":null,"post_id":23592,"is_featured":0,"title":"Dijital d\u00f6n\u00fc\u015f\u00fcm ve de\u011fi\u015fen deneyimlerimiz","slider_title":null,"slider_title_2":null,"slider_spot_title":null,"slider_spot_title_2":null,"home_title":null,"sub_title":null,"category_id":73,"description":null,"content":" \t\t\t\t\t \t\t\t\t\t

DR. ADNAN VEYSEL ERTEMEL<\/strong><\/span>
<\/strong><\/span><\/p>

Son 20 y\u0131lda davran\u0131\u015fsal iktisat\u00e7\u0131lar, birbiri ard\u0131na Nobel ekonomi \u00f6d\u00fclleri al\u0131yor. \u2018H\u0131zl\u0131 ve Yava\u015f D\u00fc\u015f\u00fcnme\u2019 kitab\u0131n\u0131n yazar\u0131 Daniel Kahneman, \u2018D\u00fcrtme\u2019 kitab\u0131n\u0131n yazar\u0131 Thaler, s\u00f6z konusu hocalardan sadece birka\u00e7\u0131\u2026 Yine bir davran\u0131\u015fsal iktisat\u00e7\u0131 olan Daniel Ariely, \u2018Ak\u0131ld\u0131\u015f\u0131 Ama \u00d6ng\u00f6r\u00fclebilir\u2019 adl\u0131 kitab\u0131nda, insano\u011flunun rasyonel bir varl\u0131k olmad\u0131\u011f\u0131n\u0131, ancak rasyonel olmasa da \u00f6ng\u00f6r\u00fclebilir bi\u00e7imde hareket etti\u011fini g\u00f6zler \u00f6n\u00fcne seriyor. <\/span>
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Dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn ba\u015fat \u015firketleri olan Google, Amazon, Apple, Facebook gibi \u015firketlerin geleneksel rakiplerini h\u0131zla sollay\u0131p \u00f6ne \u00e7\u0131kmalar\u0131n\u0131n nedeni incelendi\u011finde, davran\u0131\u015fsal iktisat\u00e7\u0131lardan ald\u0131klar\u0131 i\u00e7g\u00f6r\u00fclerle tasarlad\u0131klar\u0131 mekanizmalarda ve dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn anahtar\u0131 olan e\u015fsiz m\u00fc\u015fteri deneyimi sunma noktas\u0131nda \u00e7ok ba\u015far\u0131l\u0131 olduklar\u0131n\u0131 g\u00f6r\u00fcyoruz.<\/span>
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D\u0130J\u0130TAL D\u00d6N\u00dc\u015e\u00dcM\u00dcN \u00d6Z\u00dc<\/strong><\/span>
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Esasen dijital d\u00f6n\u00fc\u015f\u00fcm denilince teknolojiye yat\u0131r\u0131m de\u011fil, m\u00fc\u015fteri deneyimini geli\u015ftirmeye dayal\u0131 insan\u0131 merkezine alan organizasyonel ve k\u00fclt\u00fcrel bir d\u00f6n\u00fc\u015f\u00fcm anla\u015f\u0131lmal\u0131. Bunun anahtar\u0131 da \u2018deneyim odakl\u0131l\u0131k\u2019 ve m\u00fc\u015fteriye daha p\u00fcr\u00fczs\u00fcz, k\u0131s\u0131tlamalar\u0131n olmad\u0131\u011f\u0131 bir deneyim sunarak fayda ve katma de\u011fer sa\u011flamak olmal\u0131. Uber\u2019in bir\u00e7ok \u00fclkede taksiciler taraf\u0131ndan protesto edilmesi anla\u015f\u0131labilir bir durum, ancak Uber\u2019in mobilite konusunda karteller, m\u00fc\u015fteri merkezli\/m\u00fc\u015fteri dostu olmayan deneyimler gibi engelleri y\u0131kt\u0131\u011f\u0131 unutulmamal\u0131. Benzer \u015fekilde platform merkezli olan Airbnb, Sahibinden.com gibi \u00e7\u00f6z\u00fcmlerin davran\u0131\u015fsal iktisat ve davran\u0131\u015fsal psikolojiden yararlanarak kendi kendine b\u00fcy\u00fcyen ve zamanla \u2018a\u011f etkisi\u2019 olu\u015fturabilen \u00e7ift y\u00f6nl\u00fc pazaryerleri olduklar\u0131n\u0131 g\u00f6r\u00fcyoruz.<\/span>
<\/span>
GET\u0130R.COM HAYATIMIZA NE GET\u0130RD\u0130?<\/strong><\/span>
<\/span>
E\u015fsiz deneyimler tasarlama konusuna d\u00f6necek olursak, Getir\u2019in hayat\u0131m\u0131za esas\u0131nda ne getirdi\u011fine bakt\u0131\u011f\u0131m\u0131zda, akl\u0131m\u0131za gelebilecek her t\u00fcrl\u00fc h\u0131zl\u0131 t\u00fcketim mal\u0131 ihtiyac\u0131n\u0131 hissetti\u011fimiz anda ak\u0131ll\u0131 telefonumuzdan bir t\u0131kla sipari\u015f edip maksimum 15 dakikada kap\u0131m\u0131zda g\u00f6rmemiz ger\u00e7ekli\u011fini getirdi\u011fini g\u00f6r\u00fcyoruz.<\/span>
<\/span>
Biz insanlar \u00f6yle varl\u0131klar\u0131z ki, ba\u015fta l\u00fcks gibi g\u00f6r\u00fcnen ya\u015fam\u0131m\u0131za giren kolayl\u0131klar\u0131 zaman i\u00e7erisinde kan\u0131ksad\u0131k\u00e7a \u2018varsay\u0131lan\u2019 yani en temel hakk\u0131m\u0131z gibi g\u00f6rmeye ba\u015fl\u0131yoruz\u2026 Getir.com \u00f6rne\u011finde, Getir\u2019in bize al\u0131\u015ft\u0131rd\u0131\u011f\u0131 bu ger\u00e7eklik, art\u0131k herhangi bir \u015feyi sipari\u015f etti\u011fimizde teslimat\u0131n \u00ad\u00ad20 dakikay\u0131 bulmas\u0131n\u0131 tolere edemememize yol a\u00e7\u0131yor. Gelecekte ba\u015fka bir hizmet sa\u011flay\u0131c\u0131 bu s\u00fcreyi 10 dakikaya indirirse bu durumda 15 dakika bize uzun gelmeye ba\u015flayacak\u2026 Benzer \u015fekilde birka\u00e7 y\u0131l \u00f6ncesine kadar bir web sitesini a\u00e7arken 5-10 saniye beklemeyi tolere ederken, g\u00fcn\u00fcm\u00fczde bir web sitesi a\u00e7\u0131l\u0131\u015f\u0131 3-4 saniyeden uzun s\u00fcr\u00fcyorsa beklemeye tahamm\u00fcl edemiyoruz.<\/span>
<\/span>
Ak\u0131\u015fkanl\u0131k prensibi olarak da a\u00e7\u0131klanan prensip tam da bunu anlat\u0131yor; ba\u015fka bir alanda bir t\u0131kla hizmeti aya\u011f\u0131nda g\u00f6ren t\u00fcketiciler, di\u011fer konularda da benzer \u015fekilde p\u00fcr\u00fczs\u00fcz, kolay deneyimler bekler oldular. <\/span>
<\/span>
Bu trendin, h\u0131zla dijitalle\u015fen d\u00fcnyam\u0131zda yava\u015f ve derinden her alanda ya\u015fanmakta oldu\u011funu g\u00f6r\u00fcyoruz\u2026 <\/span>
<\/span>
Dijital d\u00f6n\u00fc\u015f\u00fcm, ya\u015fam bi\u00e7imimizi kal\u0131c\u0131 bi\u00e7imde de\u011fi\u015ftiriyor. \u00d6nemli olan, de\u011fi\u015fimin kilit unsurlar\u0131n\u0131 kavray\u0131p hayata ge\u00e7irebilmek\u2026<\/span>
<\/span>
Yaz\u0131y\u0131 ba\u015fta bahsetti\u011fimiz Daniel Kahneman\u2019\u0131n insano\u011flu ve t\u00fcketim al\u0131\u015fkanl\u0131klar\u0131yla ilgili ilham veren s\u00f6z\u00fcyle bitirelim.<\/span>
<\/span>
\u0130nsano\u011flu ve t\u00fcketim \u00fczerine:<\/span>
<\/span>
\u201cBiz insanlar daha fazla \u00fcrettik\u00e7e daha fazla t\u00fcketiriz ve daha fazlas\u0131n\u0131 isteriz\u2026 <\/span>
<\/span>
Bir \u015feyi daha h\u0131zl\u0131 elde ettik\u00e7e, daha da h\u0131zl\u0131 olmas\u0131n\u0131 isteriz. <\/span>
<\/span>
Bir \u015feyin ger\u00e7ekle\u015fmesi daha kolay olduk\u00e7a, asl\u0131nda ne \u00f6l\u00e7\u00fcde kolayla\u015fabilece\u011fini anlar\u0131z. <\/span>
<\/span>
S\u0131ra d\u0131\u015f\u0131 isteklerimiz kar\u015f\u0131land\u0131k\u00e7a, daha s\u0131ra d\u0131\u015f\u0131 isteklerde bulunuruz.\u201d<\/span><\/p> \t\t\t\t","slug":"dijital-donusum-ve-degisen-deneyimlerimiz","tags":"K\u00f6\u015fe Yaz\u0131s\u0131","meta_title":"Dijital d\u00f6n\u00fc\u015f\u00fcm ve de\u011fi\u015fen deneyimlerimiz","meta_description":"DR. ADNAN VEYSEL ERTEMEL","meta_keywords":"K\u00f6\u015fe Yaz\u0131s\u0131","news_cover_min":null,"news_cover":null,"news_video_min":null,"news_video":null,"view_count":1102,"cropped_1200x675":null,"user":{"id":27,"name":"ADNAN VEYSEL","surname":"ERTEMEL","email":"doc-dr-adnan-veysel-ertemel@gmail.com","slug":"doc-dr-adnan-veysel-ertemel","avatar":"\/front\/uploads\/avatar\/17336916001r1LpO2XUqa1CPY.webp","status":1,"role":1,"email_verified_at":null,"orde":null,"created_at":"2022-10-24T10:50:02.000000Z","updated_at":"2024-12-18T09:48:24.000000Z","seo_title":null,"seo_description":null},"translations":[{"id":23691,"is_featured":0,"is_amp":0,"is_ads":0,"ads_link":null,"post_id":23592,"locale":"tr","category_id":73,"title":"Dijital d\u00f6n\u00fc\u015f\u00fcm ve de\u011fi\u015fen deneyimlerimiz","home_title":null,"sub_title":null,"slider_title":null,"slider_title_2":null,"slider_spot_title":null,"slider_spot_title_2":null,"subtitleuse":0,"description":null,"content":" \t\t\t\t\t \t\t\t\t\t

DR. ADNAN VEYSEL ERTEMEL<\/strong><\/span>
<\/strong><\/span><\/p>

Son 20 y\u0131lda davran\u0131\u015fsal iktisat\u00e7\u0131lar, birbiri ard\u0131na Nobel ekonomi \u00f6d\u00fclleri al\u0131yor. \u2018H\u0131zl\u0131 ve Yava\u015f D\u00fc\u015f\u00fcnme\u2019 kitab\u0131n\u0131n yazar\u0131 Daniel Kahneman, \u2018D\u00fcrtme\u2019 kitab\u0131n\u0131n yazar\u0131 Thaler, s\u00f6z konusu hocalardan sadece birka\u00e7\u0131\u2026 Yine bir davran\u0131\u015fsal iktisat\u00e7\u0131 olan Daniel Ariely, \u2018Ak\u0131ld\u0131\u015f\u0131 Ama \u00d6ng\u00f6r\u00fclebilir\u2019 adl\u0131 kitab\u0131nda, insano\u011flunun rasyonel bir varl\u0131k olmad\u0131\u011f\u0131n\u0131, ancak rasyonel olmasa da \u00f6ng\u00f6r\u00fclebilir bi\u00e7imde hareket etti\u011fini g\u00f6zler \u00f6n\u00fcne seriyor. <\/span>
<\/span>
Dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn ba\u015fat \u015firketleri olan Google, Amazon, Apple, Facebook gibi \u015firketlerin geleneksel rakiplerini h\u0131zla sollay\u0131p \u00f6ne \u00e7\u0131kmalar\u0131n\u0131n nedeni incelendi\u011finde, davran\u0131\u015fsal iktisat\u00e7\u0131lardan ald\u0131klar\u0131 i\u00e7g\u00f6r\u00fclerle tasarlad\u0131klar\u0131 mekanizmalarda ve dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn anahtar\u0131 olan e\u015fsiz m\u00fc\u015fteri deneyimi sunma noktas\u0131nda \u00e7ok ba\u015far\u0131l\u0131 olduklar\u0131n\u0131 g\u00f6r\u00fcyoruz.<\/span>
<\/span>
D\u0130J\u0130TAL D\u00d6N\u00dc\u015e\u00dcM\u00dcN \u00d6Z\u00dc<\/strong><\/span>
<\/span>
Esasen dijital d\u00f6n\u00fc\u015f\u00fcm denilince teknolojiye yat\u0131r\u0131m de\u011fil, m\u00fc\u015fteri deneyimini geli\u015ftirmeye dayal\u0131 insan\u0131 merkezine alan organizasyonel ve k\u00fclt\u00fcrel bir d\u00f6n\u00fc\u015f\u00fcm anla\u015f\u0131lmal\u0131. Bunun anahtar\u0131 da \u2018deneyim odakl\u0131l\u0131k\u2019 ve m\u00fc\u015fteriye daha p\u00fcr\u00fczs\u00fcz, k\u0131s\u0131tlamalar\u0131n olmad\u0131\u011f\u0131 bir deneyim sunarak fayda ve katma de\u011fer sa\u011flamak olmal\u0131. Uber\u2019in bir\u00e7ok \u00fclkede taksiciler taraf\u0131ndan protesto edilmesi anla\u015f\u0131labilir bir durum, ancak Uber\u2019in mobilite konusunda karteller, m\u00fc\u015fteri merkezli\/m\u00fc\u015fteri dostu olmayan deneyimler gibi engelleri y\u0131kt\u0131\u011f\u0131 unutulmamal\u0131. Benzer \u015fekilde platform merkezli olan Airbnb, Sahibinden.com gibi \u00e7\u00f6z\u00fcmlerin davran\u0131\u015fsal iktisat ve davran\u0131\u015fsal psikolojiden yararlanarak kendi kendine b\u00fcy\u00fcyen ve zamanla \u2018a\u011f etkisi\u2019 olu\u015fturabilen \u00e7ift y\u00f6nl\u00fc pazaryerleri olduklar\u0131n\u0131 g\u00f6r\u00fcyoruz.<\/span>
<\/span>
GET\u0130R.COM HAYATIMIZA NE GET\u0130RD\u0130?<\/strong><\/span>
<\/span>
E\u015fsiz deneyimler tasarlama konusuna d\u00f6necek olursak, Getir\u2019in hayat\u0131m\u0131za esas\u0131nda ne getirdi\u011fine bakt\u0131\u011f\u0131m\u0131zda, akl\u0131m\u0131za gelebilecek her t\u00fcrl\u00fc h\u0131zl\u0131 t\u00fcketim mal\u0131 ihtiyac\u0131n\u0131 hissetti\u011fimiz anda ak\u0131ll\u0131 telefonumuzdan bir t\u0131kla sipari\u015f edip maksimum 15 dakikada kap\u0131m\u0131zda g\u00f6rmemiz ger\u00e7ekli\u011fini getirdi\u011fini g\u00f6r\u00fcyoruz.<\/span>
<\/span>
Biz insanlar \u00f6yle varl\u0131klar\u0131z ki, ba\u015fta l\u00fcks gibi g\u00f6r\u00fcnen ya\u015fam\u0131m\u0131za giren kolayl\u0131klar\u0131 zaman i\u00e7erisinde kan\u0131ksad\u0131k\u00e7a \u2018varsay\u0131lan\u2019 yani en temel hakk\u0131m\u0131z gibi g\u00f6rmeye ba\u015fl\u0131yoruz\u2026 Getir.com \u00f6rne\u011finde, Getir\u2019in bize al\u0131\u015ft\u0131rd\u0131\u011f\u0131 bu ger\u00e7eklik, art\u0131k herhangi bir \u015feyi sipari\u015f etti\u011fimizde teslimat\u0131n \u00ad\u00ad20 dakikay\u0131 bulmas\u0131n\u0131 tolere edemememize yol a\u00e7\u0131yor. Gelecekte ba\u015fka bir hizmet sa\u011flay\u0131c\u0131 bu s\u00fcreyi 10 dakikaya indirirse bu durumda 15 dakika bize uzun gelmeye ba\u015flayacak\u2026 Benzer \u015fekilde birka\u00e7 y\u0131l \u00f6ncesine kadar bir web sitesini a\u00e7arken 5-10 saniye beklemeyi tolere ederken, g\u00fcn\u00fcm\u00fczde bir web sitesi a\u00e7\u0131l\u0131\u015f\u0131 3-4 saniyeden uzun s\u00fcr\u00fcyorsa beklemeye tahamm\u00fcl edemiyoruz.<\/span>
<\/span>
Ak\u0131\u015fkanl\u0131k prensibi olarak da a\u00e7\u0131klanan prensip tam da bunu anlat\u0131yor; ba\u015fka bir alanda bir t\u0131kla hizmeti aya\u011f\u0131nda g\u00f6ren t\u00fcketiciler, di\u011fer konularda da benzer \u015fekilde p\u00fcr\u00fczs\u00fcz, kolay deneyimler bekler oldular. <\/span>
<\/span>
Bu trendin, h\u0131zla dijitalle\u015fen d\u00fcnyam\u0131zda yava\u015f ve derinden her alanda ya\u015fanmakta oldu\u011funu g\u00f6r\u00fcyoruz\u2026 <\/span>
<\/span>
Dijital d\u00f6n\u00fc\u015f\u00fcm, ya\u015fam bi\u00e7imimizi kal\u0131c\u0131 bi\u00e7imde de\u011fi\u015ftiriyor. \u00d6nemli olan, de\u011fi\u015fimin kilit unsurlar\u0131n\u0131 kavray\u0131p hayata ge\u00e7irebilmek\u2026<\/span>
<\/span>
Yaz\u0131y\u0131 ba\u015fta bahsetti\u011fimiz Daniel Kahneman\u2019\u0131n insano\u011flu ve t\u00fcketim al\u0131\u015fkanl\u0131klar\u0131yla ilgili ilham veren s\u00f6z\u00fcyle bitirelim.<\/span>
<\/span>
\u0130nsano\u011flu ve t\u00fcketim \u00fczerine:<\/span>
<\/span>
\u201cBiz insanlar daha fazla \u00fcrettik\u00e7e daha fazla t\u00fcketiriz ve daha fazlas\u0131n\u0131 isteriz\u2026 <\/span>
<\/span>
Bir \u015feyi daha h\u0131zl\u0131 elde ettik\u00e7e, daha da h\u0131zl\u0131 olmas\u0131n\u0131 isteriz. <\/span>
<\/span>
Bir \u015feyin ger\u00e7ekle\u015fmesi daha kolay olduk\u00e7a, asl\u0131nda ne \u00f6l\u00e7\u00fcde kolayla\u015fabilece\u011fini anlar\u0131z. <\/span>
<\/span>
S\u0131ra d\u0131\u015f\u0131 isteklerimiz kar\u015f\u0131land\u0131k\u00e7a, daha s\u0131ra d\u0131\u015f\u0131 isteklerde bulunuruz.\u201d<\/span><\/p> \t\t\t\t","slug":"dijital-donusum-ve-degisen-deneyimlerimiz","orjinalimage":null,"news_cover_min":null,"news_cover":null,"news_video_min":null,"news_video":null,"cropped_638x552":null,"cropped_310x208":null,"cropped_416x247":null,"cropped_197x247":null,"cropped_416x600":null,"cropped_1200x675":null,"tags":"K\u00f6\u015fe Yaz\u0131s\u0131","meta_title":"Dijital d\u00f6n\u00fc\u015f\u00fcm ve de\u011fi\u015fen deneyimlerimiz","meta_description":"DR. ADNAN VEYSEL ERTEMEL","meta_keywords":"K\u00f6\u015fe Yaz\u0131s\u0131","view_count":1102,"yt":0,"ytid":"","ytimage":null,"imgdate":"2000-01-01 00:00:00","cuff_cover":null,"cropped_358x214":null,"cropped_842x474":null}]}}