Lojistik sekt\u00f6r\u00fc b\u00fcy\u00fcyor, B\u00fcy\u00fcmenin temelinde yeni \u015firket kurulmas\u0131 yatt\u0131\u011f\u0131 kadar; ger\u00e7ek b\u00fcy\u00fcme, mevcut \u015firketlerin dikey b\u00fcy\u00fcme ile \u00f6l\u00e7eklerini b\u00fcy\u00fctmeleri, daha geni\u015f depolara sahip olmalar\u0131, daha b\u00fcy\u00fck filolar\u0131n\u0131 y\u00f6netmeleri, hinterlandlar\u0131n\u0131 Anadolu\u2019ya ve di\u011fer \u00fclkelere geni\u015fletmeleridir. Bunun yan\u0131nda yatay b\u00fcy\u00fcme ile yeni i\u015f kollar\u0131n\u0131 hizmet yelpazelerine eklemeleridir. Uluslararas\u0131 ta\u015f\u0131ma yapan \u015firketler, antrepo ve depo i\u015fletmeye ba\u015flamakta, bir\u00e7ok \u015firket milli depolamaya ge\u00e7mektedir. \u015eirketler i\u00e7inde \u00f6ncelikle \u015fehir i\u00e7i da\u011f\u0131t\u0131m\u0131 kendi ara\u00e7lar\u0131 ile yapmaya ba\u015flayan, hatta b\u00fct\u00fcn T\u00fcrkiye\u2019ye da\u011f\u0131t\u0131m yapacak a\u011f olu\u015fturan, bunun yan\u0131nda \u00f6zellikle internet \u00fczerinden yap\u0131lan B2C dijital sat\u0131\u015flar\u0131n teslimi i\u00e7in kargo \u015firketi kuran b\u00fcy\u00fck lojistik \u015firketler ortaya \u00e7\u0131kmaktad\u0131r.<\/p>\n\n\n\n
Lojistik hizmet arz\u0131 hem b\u00fcy\u00fcmekte hem de \u00e7e\u015fitlenmektedir. Lojistik \u015firketler aras\u0131nda en b\u00fcy\u00fck ihtiya\u00e7 b\u00fcy\u00fcmenin nas\u0131l yap\u0131laca\u011f\u0131 konusudur. Hizmet yelpazesine eklenen her ilave i\u015f kolu bir yat\u0131r\u0131m maliyeti gerektirdi\u011fi gibi; bir de kurulu\u015f bilgisi gerektirmektedir. Her yeni i\u015f kurulu\u015funda oldu\u011fu gibi, rakiplerin yapt\u0131klar\u0131n\u0131 taklit ederek, rakip \u015firketlerde \u00e7al\u0131\u015fan y\u00f6neticileri kendi kurulu\u015f kadrosuna alarak i\u015fe ba\u015flamak yeterli olmamaktad\u0131r. Gelen her eleman ge\u00e7mi\u015f \u015firketlerinde ald\u0131\u011f\u0131 bilgiyi kullanmakta ve birbirinin ayn\u0131 olan i\u015f modelleri ortaya \u00e7\u0131kmaktad\u0131r. Hedef bir i\u015fi kopyalamak olmamal\u0131, bunun yerine yenisini farkl\u0131l\u0131k yaratacak \u015fekilde yeniden kurmakt\u0131r. Uluslararas\u0131 know-how kullan\u0131larak, akademik destek al\u0131narak, i\u015f birli\u011fi ba\u011flant\u0131s\u0131 yap\u0131larak, yeni kavramlar uygulayarak farkl\u0131l\u0131k yaratmak temel olmal\u0131d\u0131r. O konuda tecr\u00fcbesi olan dan\u0131\u015fmanlarla \u00e7al\u0131\u015f\u0131lmas\u0131 gerekmektedir.<\/p>\n\n\n\n
Sekt\u00f6r b\u00fcy\u00fcmeye devam ederken, hizmetler \u00e7e\u015fitlenirken pazar talebi ayn\u0131 oranda b\u00fcy\u00fcmemektedir. Pazara giren her yeni \u015firket bazen sekt\u00f6rde ba\u011flant\u0131lar\u0131 olan sat\u0131\u015f elemanlar\u0131n\u0131 b\u00fcnyesine alarak, bazen de \u00f6zel fiyat ve \u00f6deme avantajlar\u0131 ile m\u00fc\u015fterileri eski \u00e7al\u0131\u015ft\u0131\u011f\u0131 firmadan kendi b\u00fcnyesine almaya \u00e7al\u0131\u015fmaktad\u0131r. Bu pahal\u0131 bir yoldur. Sekt\u00f6rden sekt\u00f6re de\u011fi\u015fmek \u00fczere, yeni m\u00fc\u015fteri kazanma maliyeti, mevcut m\u00fc\u015fteriyi elde tutmaktan ortalama 7 kat daha pahal\u0131 oldu\u011fu hesaplanm\u0131\u015ft\u0131r. M\u00fc\u015fterilerin hepsi kap\u0131n\u0131n a\u011fz\u0131nda beklemektedir. \u0130\u00e7eri girmek i\u00e7in de\u011fil, d\u0131\u015far\u0131 \u00e7\u0131kmak i\u00e7in yap\u0131lan bir beklentidir bu. Lojistik sekt\u00f6r\u00fcnde en \u00f6nemli \u015fey, d\u0131\u015far\u0131 ka\u00e7acak olan m\u00fc\u015fterinin \u00f6nceden belirlenmesi ve ka\u00e7mamas\u0131 i\u00e7in gerekli \u00e7al\u0131\u015fmalar\u0131n yap\u0131lmas\u0131d\u0131r. Buna kar\u015f\u0131 \u00f6n haz\u0131rl\u0131\u011f\u0131n\u0131 yapmam\u0131\u015f olan \u015firketler, m\u00fc\u015fteri kap\u0131y\u0131 a\u00e7\u0131p \u00e7\u0131k\u0131nca fark\u0131na var\u0131rlar ve art\u0131k o m\u00fc\u015fteriyi tekrara i\u00e7eri almak son derece zordur. \u00d6nemli olan \u015fey d\u0131\u015far\u0131 ka\u00e7maya haz\u0131rlanan m\u00fc\u015fteriyi \u00f6nceden belirlemek ve kurum portf\u00f6y\u00fcnde kalmas\u0131n\u0131 sa\u011flamakt\u0131r. \u00d6nerilen \u015fey kay\u0131p m\u00fc\u015fteri analizi yapmadan \u00f6nce, kaybedilecek m\u00fc\u015fterileri belirleme \u00e7al\u0131\u015fmas\u0131 yapmakt\u0131r.<\/p>\n\n\n\n
\u00c7ok ba\u015far\u0131l\u0131 CRM yaz\u0131l\u0131mlar\u0131 ile, m\u00fc\u015fteri \u00e7\u00f6z\u00fcmleri ve analizleri ile bu hedefe ula\u015fmak s\u00f6z konusudur. M\u00fc\u015fteri analizlerini, yapacak, segmentasyonu sa\u011flayacak, ge\u00e7mi\u015f aktiviteleri analiz ederek gelecek potansiyelleri belirleyecek yaz\u0131mlarla, CHURN analizi yap\u0131lmas\u0131 m\u00fcmk\u00fcnd\u00fcr. Churn analizi d\u00f6nemsel olarak kaybedilmi\u015f m\u00fc\u015fterilerin say\u0131s\u0131n\u0131n, toplam m\u00fc\u015fteri say\u0131s\u0131na b\u00f6l\u00fcnmesi ile bulunan bir orand\u0131r. Bu oran\u0131n her d\u00f6nem d\u00fc\u015f\u00fcr\u00fclmesi i\u00e7in m\u00fc\u015fteriler daha kay\u0131p say\u0131lmadan \u00f6nce, ekran\u0131n\u0131zdan kaybolma trendine giren m\u00fc\u015fterilerin flash eden \u0131\u015f\u0131klarla \u00f6n\u00fcn\u00fcze konmas\u0131d\u0131r. Bu \u00e7al\u0131\u015fma i\u00e7in m\u00fc\u015fteri sipari\u015f ve sat\u0131n alma frekans\u0131n\u0131n analiz edilmesi, potansiyel kay\u0131plar\u0131n belirlenmesi gerekir. <\/p>\n\n\n\n
Kay\u0131p nedenlerinin belirlenmesi de sizlere \u00e7ok \u00f6nemli ip u\u00e7lar\u0131 verecektir. Bu nedenler, yap\u0131lan analizlerle hangi m\u00fc\u015fterilerin ayr\u0131lmas\u0131na neden olabilece\u011finin belirlenmesinde ve \u00f6n tedbirlerin al\u0131nmas\u0131na yol g\u00f6sterecektir. Her sekt\u00f6r\u00fcn, verilen her hizmetin, \u015firket \u00f6l\u00e7eklerinin farkl\u0131l\u0131\u011f\u0131n\u0131n churn oranlar\u0131 \u00fczerinde fakl\u0131 sonu\u00e7lar yaratmas\u0131 do\u011fald\u0131r. M\u00fc\u015fterilerine farkl\u0131 hizmetleri bir yelpaze \u015feklinde verebilen lojistik \u015firketlerde churn oran\u0131 d\u00fc\u015f\u00fckt\u00fcr. Buna kar\u015f\u0131l\u0131k sadece tek tip hizmet veren \u015firketlerde m\u00fc\u015fteriler kolayca kaybedilmektedir. B\u00fcy\u00fck \u00f6l\u00e7ekli hizmet potansiyeli olan \u015firketlerde de churn oran\u0131 d\u00fc\u015f\u00fck bulunmaktad\u0131r.<\/p>\n\n\n\n
G\u00fcn\u00fcm\u00fcz ge\u00e7mi\u015fi \u00f6l\u00e7erek g\u00fcn\u00fcm\u00fcz\u00fcn planlanmas\u0131n\u0131 yapmak d\u00f6nemini a\u015ft\u0131\u011f\u0131m\u0131z bir zamand\u0131r. Ge\u00e7mi\u015fi \u00f6l\u00e7mek bug\u00fcn\u00fc planlarken ge\u00e7 kalmam\u0131za yol a\u00e7maktad\u0131r. Gelecek yeni analiz sistemlerini kullanan, dijitalle\u015fmi\u015f \u00e7al\u0131\u015fma ortamlar\u0131nda gelece\u011fi \u00f6n g\u00f6rebilen \u015firketlerin olacakt\u0131r. Buna ula\u015fmak amac\u0131yla dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn\u00fcze ba\u015flay\u0131n, e\u011fer ba\u015flad\u0131ysan\u0131z bir an \u00f6nce tamamlay\u0131n. Yar\u0131n \u00e7ok h\u0131zl\u0131 geliyor.<\/p>\n\n\n\n
Atilla Y\u0131ld\u0131ztekin<\/p>\n\n\n\n
Tedarik Zinciri ve Lojistik Y\u00f6netim Dan\u0131\u015fman\u0131<\/p>\n","protected":false},"excerpt":{"rendered":"
Lojistik sekt\u00f6r\u00fc b\u00fcy\u00fcyor, B\u00fcy\u00fcmenin temelinde yeni \u015firket kurulmas\u0131 yatt\u0131\u011f\u0131 kadar; ger\u00e7ek b\u00fcy\u00fcme, mevcut \u015firketlerin dikey b\u00fcy\u00fcme ile \u00f6l\u00e7eklerini b\u00fcy\u00fctmeleri, daha geni\u015f depolara sahip olmalar\u0131, daha b\u00fcy\u00fck filolar\u0131n\u0131 y\u00f6netmeleri, hinterlandlar\u0131n\u0131 Anadolu\u2019ya ve di\u011fer \u00fclkelere geniRead More <\/span><\/i><\/a><\/p>\n","protected":false},"author":1,"featured_media":127,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-126","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/blog.xinerji.com\/index.php?rest_route=\/wp\/v2\/posts\/126","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.xinerji.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.xinerji.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.xinerji.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.xinerji.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=126"}],"version-history":[{"count":1,"href":"https:\/\/blog.xinerji.com\/index.php?rest_route=\/wp\/v2\/posts\/126\/revisions"}],"predecessor-version":[{"id":128,"href":"https:\/\/blog.xinerji.com\/index.php?rest_route=\/wp\/v2\/posts\/126\/revisions\/128"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.xinerji.com\/index.php?rest_route=\/wp\/v2\/media\/127"}],"wp:attachment":[{"href":"https:\/\/blog.xinerji.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=126"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.xinerji.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=126"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.xinerji.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=126"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}