{"id":16498,"date":"2025-04-15T16:47:16","date_gmt":"2025-04-15T13:47:16","guid":{"rendered":"https:\/\/www.farklabs.com\/?p=16498"},"modified":"2025-04-29T13:51:03","modified_gmt":"2025-04-29T10:51:03","slug":"yapay-zeka-ile-musteri-deneyiminde-yeni-bir-donem-ai-ization-of-cx-bulusmasi-fark-labste-gerceklesti","status":"publish","type":"post","link":"https:\/\/www.farklabs.com\/tr\/yapay-zeka-ile-musteri-deneyiminde-yeni-bir-donem-ai-ization-of-cx-bulusmasi-fark-labste-gerceklesti\/","title":{"rendered":"Yapay Zeka ile M\u00fc\u015fteri Deneyiminde Yeni Bir D\u00f6nem: AI-ization of CX Bulu\u015fmas\u0131 Fark Labs\u2019te Ger\u00e7ekle\u015fti"},"content":{"rendered":"\n

M\u00fc\u015fteri deneyimi art\u0131k yaln\u0131zca s\u00fcre\u00e7leri optimize etmekten ibaret de\u011fil \u2014 yapay zeka ile yeniden tan\u0131mlan\u0131yor.<\/strong><\/h3>\n\n\n\n

14 Nisan\u2019da Fark Labs ev sahipli\u011finde ger\u00e7ekle\u015fen AI-ization of CX \u2013 Yapay Zeka ile M\u00fc\u015fteri Deneyimi D\u00f6n\u00fc\u015f\u00fcm Bulu\u015fmas\u0131<\/em>,<\/strong> sekt\u00f6r liderlerini bir araya getirerek yapay zekan\u0131n CX \u00fczerindeki \u00e7ok boyutlu etkilerini masaya yat\u0131rd\u0131.<\/p>\n\n\n\n

T\u00fcrkiye\u2019nin en b\u00fcy\u00fck ba\u011f\u0131ms\u0131z d\u0131\u015f kaynak hizmet sa\u011flay\u0131c\u0131lar\u0131ndan Mplus T\u00fcrkiye taraf\u0131ndan d\u00fczenlenen etkinlikte, yapay zek\u00e2n\u0131n sundu\u011fu verimlilik, ki\u015fiselle\u015ftirme ve \u00f6l\u00e7eklenebilirlik olanaklar\u0131, stratejik d\u00f6n\u00fc\u015f\u00fcm perspektifleriyle ele al\u0131nd\u0131.<\/p>\n\n\n\n

\u201cD\u00f6n\u00fc\u015f\u00fcm, sadece teknolojiyle de\u011fil; insan anlay\u0131\u015f\u0131yla ve stratejiyle \u015fekilleniyor.\u201d<\/strong><\/h3>\n\n\n\n

Etkinli\u011fin a\u00e7\u0131l\u0131\u015f konu\u015fmas\u0131n\u0131 ger\u00e7ekle\u015ftiren Mplus T\u00fcrkiye<\/a> & MENA CEO\u2019su Cemile Banu H\u0131zl\u0131<\/a><\/strong>, m\u00fc\u015fteri deneyiminin art\u0131k h\u0131zla de\u011fil, zekayla kazan\u0131ld\u0131\u011f\u0131n\u0131 vurgulad\u0131. Teknolojiyi yaln\u0131zca bir ara\u00e7 olarak de\u011fil, do\u011fru niyet ve k\u00fclt\u00fcrel d\u00f6n\u00fc\u015f\u00fcmle \u015fekillenen bir etki alan\u0131 olarak de\u011ferlendirdiklerinin alt\u0131n\u0131 \u00e7izdi.<\/p>\n\n\n\n

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\u201cCX yaln\u0131zca m\u00fc\u015fteri memnuniyeti sa\u011flamak de\u011fil; duyguyu, sezgiyi, veriyi ve zekay\u0131 bir arada y\u00f6netmeyi gerektiriyor.\u201d<\/p>\n<\/blockquote>\n\n\n

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

Mobiliteyi Yeniden D\u00fc\u015f\u00fcnmek: Sistem De\u011fil, Hayal Tasarlamak<\/strong><\/h3>\n\n\n\n

Etkinli\u011fin keynote konu\u015fmac\u0131s\u0131, Mobility as a Service (MaaS) kavram\u0131n\u0131n yarat\u0131c\u0131s\u0131 Sampo Hietanen<\/a><\/strong>, yapay zek\u00e2n\u0131n mobilitenin gelece\u011finde nas\u0131l bir rol oynayabilece\u011fine dair cesur bir vizyon sundu. Hietanen, teknolojinin tek ba\u015f\u0131na yeterli olmad\u0131\u011f\u0131n\u0131; ger\u00e7ek d\u00f6n\u00fc\u015f\u00fcm\u00fcn insanlar\u0131n \u00f6zg\u00fcrl\u00fck arzusunu anlamakla ba\u015flad\u0131\u011f\u0131n\u0131 vurgulad\u0131.<\/p>\n\n\n\n

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\u201cH\u00e2l\u00e2 1939\u2019un otomobil merkezli hayalinin i\u00e7inde s\u0131k\u0131\u015f\u0131p kald\u0131k \u2014 art\u0131k ihtiya\u00e7lar\u0131m\u0131za cevap vermeyen bir vizyon bu. E\u011fer mobiliteyi ger\u00e7ekten yeniden tasarlamak istiyorsak, insanlara yeni bir hayal sunmal\u0131y\u0131z. Sadece daha h\u0131zl\u0131 ya da daha ak\u0131ll\u0131 sistemler de\u011fil; yeniden tan\u0131mlanm\u0131\u015f bir \u00f6zg\u00fcrl\u00fck duygusu. Yapay zek\u00e2 yollar\u0131 optimize edebilir ama var\u0131lacak yeri yeniden tan\u0131mlayacak olan insan hayal g\u00fcc\u00fcd\u00fcr.\u201d<\/p>\n<\/blockquote>\n\n\n

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

Havac\u0131l\u0131kta CX\u2019in Yeni Y\u00fcz\u00fc: Verimlilikten Anlaml\u0131 Deneyime<\/strong><\/h3>\n\n\n\n

Roope Kek\u00e4l\u00e4inen<\/a><\/strong>, ticari pilot ve LYGG’nin kurucusu olarak, havac\u0131l\u0131k g\u00fcvenli\u011fi ile m\u00fc\u015fteri deneyimi aras\u0131nda g\u00fc\u00e7l\u00fc bir ba\u011f kurdu. Y\u0131llarca kokpitte edindi\u011fi deneyimle, insan ve makinenin uyum i\u00e7inde \u00e7al\u0131\u015fmas\u0131n\u0131n g\u00fcvenli sistemlerin temelini olu\u015fturdu\u011funu vurgulad\u0131.<\/p>\n\n\n\n

\n

\u201cGelece\u011fin m\u00fc\u015fteri deneyimi zamand\u0131r. Zaman\u0131 geri kazand\u0131ran her \u015fey, CX\u2019in kalbine dokunur.\u201d<\/p>\n<\/blockquote>\n\n\n

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

\u201cYapay zek\u00e2 sadece bir ara\u00e7 de\u011fil; t\u00fcm i\u015fimizin i\u00e7ine yerle\u015fmi\u015f stratejik bir ortak.\u201d<\/strong><\/h3>\n\n\n\n

Ogan Atasagun<\/a><\/strong>, Mplus T\u00fcrkiye & MENA Sat\u0131\u015f ve Pazarlamadan Sorumlu GMY, Mplus\u2019\u0131n 2020\u2019den bu yana yapay zek\u00e2y\u0131 nas\u0131l sistematik \u015fekilde i\u015f s\u00fcre\u00e7lerine entegre etti\u011fini aktard\u0131. Bu entegrasyonun; \u00e7a\u011fr\u0131 s\u00fcrelerini k\u0131saltma, do\u011fruluk oranlar\u0131n\u0131 art\u0131rma ve \u00f6l\u00e7eklenebilir hizmet modelleri olu\u015fturma gibi somut \u00e7\u0131kt\u0131lar sa\u011flad\u0131\u011f\u0131n\u0131 vurgulad\u0131.<\/p>\n\n\n\n

\n

\u201cYapay zek\u00e2 art\u0131k yaln\u0131zca bir ara\u00e7 de\u011fil \u2014 i\u015f yap\u0131\u015f \u015feklimizin dokusuna i\u015flemi\u015f stratejik bir ortak. Karar alma s\u00fcre\u00e7lerinden uygulamaya kadar her ad\u0131mda \u00f6l\u00e7eklenebilirlik, do\u011fruluk ve d\u00f6n\u00fc\u015f\u00fcm\u00fcn itici g\u00fcc\u00fc haline geldi.\u201d<\/p>\n<\/blockquote>\n\n\n

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

Panel 1: D\u00f6n\u00fc\u015f\u00fcme Haz\u0131rl\u0131k \u2014 AI Readiness in CX<\/strong><\/h3>\n\n\n\n

Yapay zeka m\u00fc\u015fteri deneyimini d\u00f6n\u00fc\u015ft\u00fcr\u00fcyor; peki kurumlar bu d\u00f6n\u00fc\u015f\u00fcme ne kadar haz\u0131r? G\u00fcn\u00fcn ilk panelinde bu soru masaya yat\u0131r\u0131ld\u0131. Moderat\u00f6rl\u00fc\u011f\u00fcn\u00fc Fark Labs\u2019ten Selcen Uygunt\u00fczel<\/strong><\/a>\u2019in yapt\u0131\u011f\u0131 oturumda; Ahu Serter<\/a><\/strong> (Fark Labs Kurucusu ve CEO), Birkan Babakol<\/a><\/strong> (OPLOG Y\u00f6netim Kurulu \u00dcyesi) ve Hatice Evren<\/strong> <\/a>(Getir & FreshDirect, eski CEO) deneyimlerini payla\u015ft\u0131.<\/p>\n\n\n

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

Ahu Serter<\/a><\/strong>\u2019e g\u00f6re yapay zeka teknolojileri, ancak organizasyon k\u00fclt\u00fcr\u00fc bu teknolojiyi i\u00e7selle\u015ftirebildi\u011finde anlaml\u0131 hale geliyor. \u201cKurum i\u00e7i diren\u00e7, sadece teknolojiye de\u011fil, yeni d\u00fc\u015f\u00fcnme bi\u00e7imlerine kar\u015f\u0131d\u0131r\u201d diyerek, liderli\u011fin bu bariyerleri a\u015fmada kritik rol oynad\u0131\u011f\u0131n\u0131 vurgulad\u0131. Serter, d\u00f6n\u00fc\u015f\u00fcm\u00fcn yaln\u0131zca teknoloji yat\u0131r\u0131m\u0131yla de\u011fil, stratejik y\u00f6nelim ve k\u00fclt\u00fcrel adaptasyonla m\u00fcmk\u00fcn oldu\u011funu vurgulad\u0131. De\u011fi\u015fimin itici g\u00fcc\u00fcn\u00fcn \u00e7o\u011fu zaman \u201csistemin d\u0131\u015f\u0131nda\u201d d\u00fc\u015f\u00fcnen ki\u015filerden geldi\u011fini belirterek \u015fu ifadeyi kulland\u0131:<\/p>\n\n\n\n

\n

\u201cHer kurumda bir \u2018kara koyun\u2019 vard\u0131r. O ki\u015fi, sistemin uyumunu bozmaktan \u00e7ok, ona yeni sorular sorma cesareti getirir. D\u00f6n\u00fc\u015f\u00fcm, tam da bu sorularla ba\u015flar.\u201d<\/p>\n<\/blockquote>\n\n\n\n

Birkan Babakol<\/a> <\/strong>ise operasyonel verimlili\u011fi art\u0131rma motivasyonunun, kimi zaman m\u00fc\u015fteri oda\u011f\u0131n\u0131 geri planda b\u0131rakabildi\u011fine dikkat \u00e7ekti. Babakol ayr\u0131ca, teknolojik \u00e7\u00f6z\u00fcmlerin \u00e7al\u0131\u015fanlar\u0131 d\u0131\u015flamadan, onlar\u0131 bu s\u00fcrecin bir par\u00e7as\u0131 haline getirecek \u015fekilde tasarlanmas\u0131 gerekti\u011fini belirtti. Yapay zek\u00e2 entegrasyonunun ancak \u201cm\u00fc\u015fteri i\u00e7in\u201d yap\u0131ld\u0131\u011f\u0131nda s\u00fcrd\u00fcr\u00fclebilir oldu\u011funu belirtti:<\/p>\n\n\n\n

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\u201cS\u00fcre\u00e7ler iyile\u015fiyor, kararlar h\u0131zlan\u0131yor \u2014 ama en temel soruyu unutabiliyoruz: Kimin i\u00e7in yap\u0131yoruz? M\u00fc\u015fteriyi merkeze koymad\u0131\u011f\u0131m\u0131z bir d\u00f6n\u00fc\u015f\u00fcm, sadece i\u00e7e kapan\u0131k bir optimizasyondur.\u201d<\/p>\n<\/blockquote>\n\n\n\n

Hatice Evren<\/a><\/strong> ise yapay zek\u00e2 yat\u0131r\u0131mlar\u0131nda \u201cmodaya uyma\u201d tuza\u011f\u0131na dikkat \u00e7ekti. Kurumlar\u0131n \u00f6ncelikle neyi ba\u015farmak istediklerini netle\u015ftirmeleri gerekti\u011fini s\u00f6yledi:<\/p>\n\n\n\n

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“\u00d6nemli olan bir AI stratejinizin olmas\u0131 de\u011fil; as\u0131l mesele, mevcut stratejinizde AI\u2019\u0131n nerede durdu\u011funu bilmek. Unutmay\u0131n, teknoloji bir ama\u00e7 de\u011fil \u2014 do\u011fru stratejinin hizmetinde bir ara\u00e7 olmal\u0131.”<\/p>\n<\/blockquote>\n\n\n\n

Panel sonunda ortaya \u00e7\u0131kan ortak kanaat \u015fuydu: Yapay zeka destekli m\u00fc\u015fteri deneyimi d\u00f6n\u00fc\u015f\u00fcm\u00fc teknik bir mesele de\u011fil; stratejik, k\u00fclt\u00fcrel ve liderlik odakl\u0131 bir s\u00fcre\u00e7tir. Kurumlar\u0131n yaln\u0131zca teknolojiye de\u011fil, ayn\u0131 zamanda d\u00fc\u015f\u00fcnme bi\u00e7imlerine de yat\u0131r\u0131m yapmas\u0131 gerekiyor.<\/p>\n\n\n\n

Panel 2: Gelece\u011fin CX Tasar\u0131m\u0131<\/strong><\/h3>\n\n\n\n

Etkinli\u011fin ikinci panelinde, yapay zek\u00e2n\u0131n m\u00fc\u015fteri deneyimini d\u00f6n\u00fc\u015ft\u00fcr\u00fcrken nas\u0131l bir empati, ki\u015fiselle\u015ftirme ve i\u00e7g\u00f6r\u00fc katman\u0131 sundu\u011fu tart\u0131\u015f\u0131ld\u0131. Moderat\u00f6r Ogan Atasagun<\/a><\/strong>\u2019un y\u00f6netti\u011fi bu oturumda Ferdi G\u00fcnd\u00fcz<\/a> <\/strong>(Head of AI, Vestel), Murat \u00d6zalp<\/strong> <\/a>(Chief Digital Officer, Estee Lauder) ve Hilal Eksel Merter <\/a><\/strong>(VP Global Brands&Strategic Projects, BSH) yer ald\u0131.<\/p>\n\n\n

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

Hilal Eksel Merter<\/a><\/strong> ise empatiyi merkeze alan bir yakla\u015f\u0131m sundu. Teknolojinin sundu\u011fu g\u00fcce ra\u011fmen, insan fakt\u00f6r\u00fcn\u00fcn h\u00e2l\u00e2 d\u00f6n\u00fc\u015ft\u00fcr\u00fcc\u00fc bir rol oynad\u0131\u011f\u0131n\u0131 s\u00f6yledi:<\/p>\n\n\n\n

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\u201cYapay zek\u00e2 bizi daha h\u0131zl\u0131 ve ak\u0131ll\u0131 yapabilir ama duyarl\u0131 ve anlaml\u0131 k\u0131lacak olan hala insan dokunu\u015fu. Empati, gelece\u011fin CX stratejilerinde teknolojiden daha belirleyici olabilir.\u201d<\/p>\n<\/blockquote>\n\n\n\n

Murat \u00d6zalp<\/strong><\/a> deneyimin merkezine \u201cinsan\u0131\u201d koyman\u0131n \u00f6nemini vurgulad\u0131. Teknolojinin tek ba\u015f\u0131na yeterli olmad\u0131\u011f\u0131n\u0131 s\u00f6yledi:<\/p>\n\n\n\n

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\u201cM\u00fc\u015fteriler bize ne s\u00f6ylediklerinden \u00e7ok, ne hissettikleriyle hat\u0131rl\u0131yorlar. Yapay zek\u00e2 o duyguyu anlamaya ba\u015flad\u0131\u011f\u0131nda, i\u015fte o zaman ger\u00e7ekten ki\u015fiselle\u015ftirilmi\u015f bir deneyimden s\u00f6z edebiliriz.\u201d<\/p>\n<\/blockquote>\n\n\n\n

Ferdi G\u00fcnd\u00fcz<\/a><\/strong>, verinin art\u0131k sadece bilgi de\u011fil, stratejik \u00f6ng\u00f6r\u00fc kayna\u011f\u0131 oldu\u011funa dikkat \u00e7ekti:<\/p>\n\n\n\n

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\u201cG\u00fcn\u00fcm\u00fczde m\u00fc\u015fteri deneyimi art\u0131k bir \u2018an\u2019 de\u011fil; s\u00fcrekli \u00f6\u011frenen, s\u00fcrekli geli\u015fen bir sistem. AI sayesinde, sadece ge\u00e7mi\u015fe de\u011fil gelece\u011fe dair i\u00e7g\u00f6r\u00fc kazan\u0131yoruz.\u201d<\/p>\n<\/blockquote>\n\n\n\n

Panelin sonunda izleyicilerde ortak bir fark\u0131ndal\u0131k olu\u015ftu: AI yaln\u0131zca s\u00fcre\u00e7leri otomatikle\u015ftirmekle kalm\u0131yor; do\u011fru uyguland\u0131\u011f\u0131nda daha derin, daha insani bir m\u00fc\u015fteri deneyimi yaratma potansiyeli ta\u015f\u0131yor. Bu bulu\u015fma, yaln\u0131zca bug\u00fcn\u00fc de\u011fil, gelece\u011fi birlikte \u015fekillendirmek i\u00e7in \u00f6nemli bir ad\u0131m oldu. <\/p>\n","protected":false},"excerpt":{"rendered":"

M\u00fc\u015fteri deneyimi art\u0131k yaln\u0131zca s\u00fcre\u00e7leri optimize etmekten ibaret de\u011fil \u2014 yapay zeka ile yeniden tan\u0131mlan\u0131yor. 14 Nisan\u2019da Fark Labs ev sahipli\u011finde ger\u00e7ekle\u015fen AI-ization of CX \u2013 Yapay Zeka ile M\u00fc\u015fteri Deneyimi D\u00f6n\u00fc\u015f\u00fcm Bulu\u015fmas\u0131, sekt\u00f6r liderlerini bir araya getirerek yapay zekan\u0131n CX \u00fczerindeki \u00e7ok boyutlu etkilerini masaya yat\u0131rd\u0131. T\u00fcrkiye\u2019nin en b\u00fcy\u00fck ba\u011f\u0131ms\u0131z d\u0131\u015f kaynak hizmet sa\u011flay\u0131c\u0131lar\u0131ndan… Continue reading Yapay Zeka ile M\u00fc\u015fteri Deneyiminde Yeni Bir D\u00f6nem: AI-ization of CX Bulu\u015fmas\u0131 Fark Labs\u2019te Ger\u00e7ekle\u015fti<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":16529,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[314],"tags":[],"class_list":["post-16498","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-corporate-tr","entry"],"acf":[],"yoast_head":"\nFark Labs\u2019te AI-ization of CX Bulu\u015fmas\u0131 | Mplus T\u00fcrkiye<\/title>\n<meta name=\"description\" content=\"Mplus T\u00fcrkiye\u2019nin d\u00fczenledi\u011fi AI-ization of CX etkinli\u011finde yapay zekan\u0131n m\u00fc\u015fteri deneyimine etkileri 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