{"id":1860,"date":"2022-06-09T19:00:00","date_gmt":"2022-06-09T16:00:00","guid":{"rendered":"https:\/\/infoset.app\/blog\/?p=1860"},"modified":"2022-06-03T12:08:21","modified_gmt":"2022-06-03T09:08:21","slug":"musteri-yasam-boyu-degeri-cltv-nedir-nasil-hesaplanir","status":"publish","type":"post","link":"https:\/\/infoset.app\/blog\/tr\/musteri-yasam-boyu-degeri-cltv-nedir-nasil-hesaplanir\/","title":{"rendered":"M\u00fc\u015fteri Ya\u015fam Boyu De\u011feri (CLTV) Nedir? Nas\u0131l Hesaplan\u0131r?"},"content":{"rendered":"\n<p>E-ticaret siteleri pazarlama ve sat\u0131\u015f alan\u0131nda rekabet i\u00e7erisindedirler. Her \u015firket m\u00fc\u015fteri \u00e7ekmek ve sat\u0131\u015f artt\u0131rmak i\u00e7in bir\u00e7ok teknik uygular. Ancak belli bir noktadan sonra \u015firketler m\u00fc\u015fteri say\u0131s\u0131n\u0131n artt\u0131\u011f\u0131n\u0131 ve b\u00fcy\u00fcd\u00fcklerinin fark\u0131nda olmalar\u0131na ra\u011fmen kar elde edemediklerini g\u00f6r\u00fcrler. Bu art\u0131k m\u00fc\u015fteri ya\u015fam boyu de\u011ferinin hesaplanmas\u0131 gerekti\u011fini g\u00f6sterir. Peki m\u00fc\u015fteri ya\u015fam boyu de\u011feri nedir ve nas\u0131l hesaplan\u0131r?<\/p>\n\n\n\n<h2><strong>M\u00fc\u015fteri Ya\u015fam Boyu De\u011feri Nedir?<\/strong><\/h2>\n\n\n\n<p>M\u00fc\u015fteri ya\u015fam boyu de\u011feri, bir m\u00fc\u015fterinin bir firman\u0131n \u00fcr\u00fcn ve hizmetlerinden yararland\u0131\u011f\u0131 s\u00fcre\u00e7 boyunca firmaya kazand\u0131rd\u0131\u011f\u0131 finansal de\u011ferdir. K\u0131saca CLTV olarak yaz\u0131l\u0131r. Pazarlama stratejisi yaparken \u015firketler aras\u0131nda fark yaratacak etkiye sahiptir. Bu g\u00fcc\u00fcn\u00fc ise \u015firketin gelecek de\u011ferlerini art\u0131racak olan m\u00fc\u015fteri oranlar\u0131, ba\u011fl\u0131l\u0131\u011f\u0131 ve m\u00fc\u015fteri d\u00f6n\u00fc\u015f\u00fcm y\u00fczdeleri gibi bir\u00e7ok metri\u011fi i\u00e7ermesinden al\u0131r.<\/p>\n\n\n\n<h3><strong>Neden \u00d6nemlidir?<\/strong><\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img src=\"https:\/\/infoset.app\/blog\/wp-content\/uploads\/2022\/06\/what-is-customer-lifetime-value-CLTV-how-is-it-calculated-1-e1654246638628.jpg\" alt=\"m\u00fc\u015fteri ya\u015fam boyu de\u011feri\" class=\"wp-image-1849\" width=\"465\" height=\"302\" srcset=\"https:\/\/infoset.app\/blog\/wp-content\/uploads\/2022\/06\/what-is-customer-lifetime-value-CLTV-how-is-it-calculated-1-e1654246638628.jpg 902w, https:\/\/infoset.app\/blog\/wp-content\/uploads\/2022\/06\/what-is-customer-lifetime-value-CLTV-how-is-it-calculated-1-e1654246638628-300x195.jpg 300w, https:\/\/infoset.app\/blog\/wp-content\/uploads\/2022\/06\/what-is-customer-lifetime-value-CLTV-how-is-it-calculated-1-e1654246638628-768x499.jpg 768w\" sizes=\"(max-width: 465px) 100vw, 465px\" \/><\/figure><\/div>\n\n\n\n<p>Baz\u0131 \u015firketler m\u00fc\u015fterilerine k\u0131sa vadeli bir yakla\u015f\u0131m sergiler bunun sonucunda da \u015firket ad\u0131na sat\u0131\u015f sa\u011flar ancak bu sat\u0131\u015f\u0131 devaml\u0131l\u0131\u011f\u0131 i\u00e7in bir plan yapmam\u0131\u015f olur. Oysa m\u00fc\u015fterilerine kar\u015f\u0131 uzun vadeli yat\u0131r\u0131m yapmak isteyen \u015firketler m\u00fc\u015fteri ya\u015fam boyu de\u011ferine g\u00f6re i\u015flerini optimize eder. B\u00f6ylece \u015firket devaml\u0131l\u0131\u011f\u0131n\u0131 s\u00fcrd\u00fcr\u00fcr ve kazanc\u0131n\u0131 da s\u00fcrekli k\u0131lar. <a href=\"https:\/\/www.capital.com.tr\/yonetim\/pazarlama\/yeni-musterinin-fiyati-katlandi\" target=\"_blank\" rel=\"noreferrer noopener\">Ara\u015ft\u0131rmalara g\u00f6re<\/a> yeni bir m\u00fc\u015fteri kazanman\u0131n maliyeti, mevcut bir m\u00fc\u015fteriyi elde tutma maliyetinin 5 ile 10 kat\u0131 aras\u0131nda de\u011fi\u015fiyor. Bu da art\u0131k her \u015firketin i\u015f i\u00e7in ayr\u0131lan b\u00fct\u00e7eyi belirlerken m\u00fc\u015fteri ya\u015fam boyu de\u011ferini de dikkate almas\u0131 gerekti\u011fini g\u00f6steriyor.<\/p>\n\n\n\n<h2><strong>M\u00fc\u015fteri Ya\u015fam Boyu De\u011feri Nas\u0131l Hesaplan\u0131r?<\/strong><\/h2>\n\n\n\n<p>CLTV, m\u00fc\u015fterilerin markan\u0131zla etkile\u015fimi s\u00fcresince \u015firketinize sa\u011flad\u0131\u011f\u0131 geliri \u00f6l\u00e7er. Her \u015firket i\u00e7in \u00f6l\u00e7\u00fcm farkl\u0131l\u0131k g\u00f6stermektedir. Ara\u015ft\u0131rmalar \u015firketlerin<a href=\"https:\/\/www.invespcro.com\/blog\/customer-acquisition-retention\/\" target=\"_blank\" rel=\"noreferrer noopener\"> yaln\u0131zca %42&#8217;sinin<\/a> CLTV hesaplamas\u0131n\u0131 do\u011fru bir \u015fekilde yapt\u0131\u011f\u0131n\u0131 g\u00f6steriyor. M\u00fc\u015fteri ya\u015fam boyu de\u011ferinin hesaplanmas\u0131nda kullan\u0131lan form\u00fcl \u015fu \u015fekildedir.&nbsp;<\/p>\n\n\n\n<ul><li><strong>M\u00fc\u015fteri Ya\u015fam Boyu De\u011feri = <\/strong>(M\u00fc\u015fteri De\u011feri x Ortalama M\u00fc\u015fteri \u00d6mr\u00fc)<\/li><\/ul>\n\n\n\n<ul><li><strong>M\u00fc\u015fteri De\u011feri <\/strong>= Ortalama Sat\u0131n Alma De\u011feri x Ortalama Sat\u0131n Alma Say\u0131s\u0131 (M\u00fc\u015fteri de\u011ferini \u00f6l\u00e7mek i\u00e7in kullan\u0131lacak form\u00fcld\u00fcr.)<\/li><\/ul>\n\n\n\n<h2><strong>M\u00fc\u015fteri Ya\u015fam Boyu De\u011ferini Artt\u0131rman\u0131n Yollar\u0131<\/strong><\/h2>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img src=\"https:\/\/infoset.app\/blog\/wp-content\/uploads\/2022\/06\/what-is-customer-lifetime-value-CLTV-how-is-it-calculated-2-e1654246525195.jpg\" alt=\"m\u00fc\u015fteri ya\u015fam boyu de\u011feri\" class=\"wp-image-1851\" width=\"413\" height=\"291\" srcset=\"https:\/\/infoset.app\/blog\/wp-content\/uploads\/2022\/06\/what-is-customer-lifetime-value-CLTV-how-is-it-calculated-2-e1654246525195.jpg 788w, https:\/\/infoset.app\/blog\/wp-content\/uploads\/2022\/06\/what-is-customer-lifetime-value-CLTV-how-is-it-calculated-2-e1654246525195-300x211.jpg 300w, https:\/\/infoset.app\/blog\/wp-content\/uploads\/2022\/06\/what-is-customer-lifetime-value-CLTV-how-is-it-calculated-2-e1654246525195-768x541.jpg 768w\" sizes=\"(max-width: 413px) 100vw, 413px\" \/><\/figure><\/div>\n\n\n\n<p>CLTV, \u015firketlerin gelir elde etmelerinde \u00f6nemli bir fakt\u00f6rd\u00fcr. \u015eirketinizi s\u00fcrd\u00fcr\u00fclebilir k\u0131lmak i\u00e7in bir g\u00f6sterge niteli\u011fi ta\u015f\u0131yan CLTV\u2019yi&nbsp; artt\u0131rman\u0131n yollar\u0131 \u015fu \u015fekilde s\u0131ralanabilir:<\/p>\n\n\n\n<h3><strong>1) M\u00fc\u015fteri Sadakatini \u00d6l\u00e7\u00fcn ve \u00d6d\u00fcllendirin<\/strong><\/h3>\n\n\n\n<p>M\u00fc\u015fteri ya\u015fam boyu de\u011ferinin artt\u0131rman\u0131n en etkili yolu m\u00fc\u015fterileri elde tutmay\u0131 ba\u015farabilmektir. <a href=\"https:\/\/hbr.org\/2014\/10\/the-value-of-keeping-the-right-customers\" target=\"_blank\" rel=\"noreferrer noopener\">Ara\u015ft\u0131rmalara<\/a> g\u00f6re; m\u00fc\u015fterileri elde tutmada% 5&#8217;lik bir art\u0131\u015f olmas\u0131, k\u00e2rda da % 25&#8217;lik bir art\u0131\u015f meydana getirebilir. CLTV sayesinde m\u00fc\u015fterilerinizin sadakatini ve \u015firketinize olan ba\u011fl\u0131l\u0131\u011f\u0131n\u0131 \u00f6l\u00e7ebilirsiniz. 2016 <a href=\"http:\/\/blog.accessdevelopment.com\/customer-loyalty-statistics-2016-edition\" target=\"_blank\" rel=\"noreferrer noopener\">M\u00fc\u015fteri Sadakat Anketine g\u00f6re;<\/a> m\u00fc\u015fterilerin %47\u2019si k\u00f6t\u00fc bir m\u00fc\u015fteri hizmeti deneyimi sonucunda, sadece bir g\u00fcn i\u00e7inde rakip firman\u0131n m\u00fc\u015fterisi olabiliyor. M\u00fc\u015fteri ya\u015fam boyu de\u011ferini artt\u0131rmak i\u00e7in \u00f6nce m\u00fc\u015fteri hizmetlerinizi geli\u015ftirmelisiniz. B\u00f6ylece m\u00fc\u015fteri sadakati ve elde tutma oran\u0131n\u0131 koruyabilirsiniz.<\/p>\n\n\n\n<h3><strong>2) Ki\u015fiselle\u015ftirilmi\u015f Deneyimler Sunun<\/strong><\/h3>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter size-large is-resized\"><img src=\"https:\/\/infoset.app\/blog\/wp-content\/uploads\/2022\/06\/what-is-customer-lifetime-value-CLTV-how-is-it-calculated-1024x597.jpg\" alt=\"m\u00fc\u015fteri ya\u015fam boyu de\u011feri\" class=\"wp-image-1847\" width=\"487\" height=\"284\"\/><\/figure><\/div>\n\n\n\n<p>e-Ticaret \u015firketleri i\u00e7in son y\u0131llarda pazarlama ne kadar karma\u015f\u0131k hale gelmi\u015f olsa da, art\u0131k teknoloji sayesinde bu zorlu s\u00fcre\u00e7 rahat\u00e7a y\u00f6netilebiliyor. CLTV sayesinde hangi m\u00fc\u015fteri segmentlerinin \u015firketiniz i\u00e7in daha de\u011ferli ve uzun soluklu bir yat\u0131r\u0131m oldu\u011funu \u00f6\u011frenebilirsiniz. M\u00fc\u015fteri kitlenizi belirledikten sonra elde tutmak i\u00e7in ki\u015fiselle\u015ftirilmi\u015f deneyimler sunmal\u0131s\u0131n\u0131z. \u00d6rne\u011fin; standart bir mesaj g\u00f6ndermek yerine her m\u00fc\u015fterinizin ad\u0131yla ba\u015flayan mesajlar g\u00f6nderebilirsiniz. Kendini \u00f6zel ve ayr\u0131cal\u0131kl\u0131 hisseden m\u00fc\u015fteriler markan\u0131zla ba\u011f kuraca\u011f\u0131n\u0131 ve sat\u0131n alma olas\u0131l\u0131klar\u0131n\u0131n artaca\u011f\u0131n\u0131 unutmamal\u0131s\u0131n\u0131z.<\/p>\n\n\n\n<h3><strong>3) M\u00fc\u015fteri Deneyimini Geli\u015ftirin&nbsp;<\/strong><\/h3>\n\n\n\n<p>CLTV ile m\u00fc\u015fterilerin getirisi, ba\u011fl\u0131l\u0131\u011f\u0131 ve memnuniyeti gibi bir\u00e7ok analiz yap\u0131labilir. Bu sayede m\u00fc\u015fteri hizmetleri i\u00e7in yap\u0131lan \u00e7abalar\u0131n ne kadar etkili oldu\u011fu a\u00e7\u0131k\u00e7a g\u00f6r\u00fcl\u00fcr. \u015eirketler yapt\u0131klar\u0131 yat\u0131r\u0131mlar\u0131 de\u011ferlendirip att\u0131klar\u0131 ad\u0131mlar\u0131n do\u011fru mu yanl\u0131\u015f m\u0131 oldu\u011fu netlik kazan\u0131r. Bu sayede \u015firketler yat\u0131r\u0131mlar\u0131n\u0131 hangi m\u00fc\u015fterilere yapacaklar\u0131n\u0131, nereden daha fazla gelir elde edeceklerini analiz ederek stratejik bir plan geli\u015ftirebilir.&nbsp;<\/p>\n\n\n\n<p>Stratejik bir plan geli\u015ftirirken m\u00fc\u015fteri ya\u015fam boyu de\u011ferini artt\u0131rmak i\u00e7in m\u00fc\u015fteri hizmetinizi geli\u015ftirmeye odaklanmal\u0131d\u0131r. Bunun i\u00e7in \u00f6ncelikle ekibinizin temellerini sa\u011flam atmal\u0131s\u0131n\u0131z. \u0130yi bir m\u00fc\u015fteri deneyimi i\u00e7in ekibinizin ileti\u015fim ve sorun \u00e7\u00f6zme konular\u0131nda yeterliliklerini \u00f6l\u00e7meli ve bu becerilerini artt\u0131rmalar\u0131n\u0131 sa\u011flamal\u0131s\u0131n\u0131z. Bunun yan\u0131 s\u0131ra <a href=\"https:\/\/infoset.app\/blog\/tr\/5-adimda-en-iyi-musteri-anketini-olusturun\/\" target=\"_blank\" rel=\"noreferrer noopener\">m\u00fc\u015fteri<\/a> deneyimini art\u0131rmak i\u00e7in bir sadakat program\u0131 olu\u015fturabilir, sosyal medya \u00fczerinden onlarla etkile\u015fiminizi artt\u0131rabilirsiniz.<\/p>\n\n\n\n<h3><strong>Potansiyel M\u00fc\u015fterinizi Bulman\u0131n Kolay Yolu: Infoset<\/strong><\/h3>\n\n\n\n<p>\u015eirketinize de\u011fer katacak m\u00fc\u015fterilere ula\u015fmak istiyorsan\u0131z, Infoset bu konuda \u015firketinize fayda sa\u011flamak i\u00e7in \u00e7\u00f6z\u00fcmler sunuyor. Infoset ile canl\u0131 destek yaz\u0131l\u0131m\u0131n\u0131z\u0131 tamamen ki\u015fiselle\u015ftirip istedi\u011finiz web sitesine kolayca yerle\u015ftirmenizi sa\u011flar. Otomatik sohbet tetikleyicileri ve sohbet robotlar\u0131&nbsp; ile destek ve sat\u0131\u015f\u0131 otomatikle\u015ftrir.&nbsp; Bu sayede ziyaret\u00e7ilerinizi potansiyel m\u00fc\u015fterilere, m\u00fc\u015fterilerinizi mutlu kullan\u0131c\u0131lara d\u00f6n\u00fc\u015ft\u00fcr\u00fcn. Siz de m\u00fc\u015fteri deneyiminizi bir sonraki seviyeye ta\u015f\u0131mak sat\u0131\u015flar\u0131n\u0131z\u0131 art\u0131rmak i\u00e7in <a href=\"https:\/\/infoset.app\/tr\/solutions\/sales-management\" target=\"_blank\" rel=\"noreferrer noopener\">Infoset\u2019i \u00fccretsiz deneyin.<\/a><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/infoset.app\/tr\/signup?utm_source=blog\" target=\"_blank\" rel=\"noopener\"><img width=\"1440\" height=\"520\" src=\"https:\/\/infoset.app\/blog\/wp-content\/uploads\/2021\/09\/blogCta_tr-1.png\" alt=\"\" class=\"wp-image-350\"\/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Bu yaz\u0131m\u0131zda m\u00fc\u015fteri ya\u015fam boyu de\u011ferinin anlam\u0131ndan, \u00f6neminden ve nas\u0131l hesaplanaca\u011f\u0131ndan bahsedece\u011fiz.<\/p>\n","protected":false},"author":2,"featured_media":1853,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[385],"tags":[483,1155],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>M\u00fc\u015fteri Ya\u015fam Boyu De\u011feri (CLTV) Nedir? 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