{"id":338,"date":"2024-06-24T12:28:59","date_gmt":"2024-06-24T12:28:59","guid":{"rendered":"https:\/\/www.tamamliyo.com\/blog\/?p=338"},"modified":"2024-06-25T19:38:48","modified_gmt":"2024-06-25T19:38:48","slug":"embedded-insurance-ve-affinity","status":"publish","type":"post","link":"https:\/\/www.tamamliyo.com\/blog\/embedded-insurance-ve-affinity\/","title":{"rendered":"G\u00f6m\u00fcl\u00fc Sigorta ve Affinity Programlar\u0131n\u0131n \u00d6nemi"},"content":{"rendered":"<p>Bug\u00fcn sizlere sigorta sekt\u00f6r\u00fcnde \u00f6nemli bir de\u011fi\u015fim r\u00fczgar\u0131 estiren iki kavramdan bahsetmek istiyoruz: Embedded Insurance (g\u00f6m\u00fcl\u00fc sigorta) ve Affinity Programlar\u0131 (yak\u0131nl\u0131k programlar\u0131). Haz\u0131rsan\u0131z, gelin bu konular\u0131 daha yak\u0131ndan inceleyelim.<\/p>\n<h2>Embedded Insurance (G\u00f6m\u00fcl\u00fc Sigorta) Nedir?<\/h2>\n<p>G\u00f6m\u00fcl\u00fc sigorta, ad\u0131ndan da anla\u015f\u0131laca\u011f\u0131 \u00fczere, bir \u00fcr\u00fcn veya hizmetin i\u00e7ine entegre edilen sigorta poli\u00e7eleridir. D\u00fc\u015f\u00fcn\u00fcn ki, bir u\u00e7ak bileti sat\u0131n al\u0131rken otomatik olarak seyahat sigortas\u0131 da al\u0131yorsunuz. M\u00fc\u015fteri i\u00e7in son derece kolay ve zahmetsiz, bizim i\u00e7inse sat\u0131\u015f potansiyeli olduk\u00e7a y\u00fcksek bir y\u00f6ntem. Bu model, m\u00fc\u015fterinin sigorta ihtiyac\u0131n\u0131 an\u0131nda kar\u015f\u0131layarak s\u00fcreci h\u0131zland\u0131r\u0131r ve m\u00fc\u015fteri memnuniyetini art\u0131r\u0131r.<\/p>\n<p>&nbsp;<\/p>\n<h2>\u00dclkelere G\u00f6re Embedded Insurance \u0130statistikleri<\/h2>\n<table>\n<thead>\n<tr>\n<th>\u00dclke<\/th>\n<th>2021 Pazar De\u011feri (Milyar $)<\/th>\n<th>2026 Tahmini Pazar De\u011feri (Milyar $)<\/th>\n<th>B\u00fcy\u00fcme Oran\u0131 (%)<\/th>\n<th>Kaynak<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Amerika Birle\u015fik Devletleri<\/td>\n<td>8.0<\/td>\n<td>70.0<\/td>\n<td>Y\u0131ll\u0131k %24.6<\/td>\n<td>Deloitte<\/td>\n<\/tr>\n<tr>\n<td>Birle\u015fik Krall\u0131k<\/td>\n<td>1.5<\/td>\n<td>6.0<\/td>\n<td>Y\u0131ll\u0131k %25.7<\/td>\n<td>Bain &amp; Company<\/td>\n<\/tr>\n<tr>\n<td>Almanya<\/td>\n<td>1.0<\/td>\n<td>4.5<\/td>\n<td>Y\u0131ll\u0131k %26.7<\/td>\n<td>PwC<\/td>\n<\/tr>\n<tr>\n<td>Fransa<\/td>\n<td>0.9<\/td>\n<td>3.8<\/td>\n<td>Y\u0131ll\u0131k %25.4<\/td>\n<td>McKinsey<\/td>\n<\/tr>\n<tr>\n<td>\u00c7in<\/td>\n<td>5.5<\/td>\n<td>40.0<\/td>\n<td>Y\u0131ll\u0131k %29.1<\/td>\n<td>Deloitte<\/td>\n<\/tr>\n<tr>\n<td>Hindistan<\/td>\n<td>2.5<\/td>\n<td>15.0<\/td>\n<td>Y\u0131ll\u0131k %32.8<\/td>\n<td>Bain &amp; Company<\/td>\n<\/tr>\n<tr>\n<td>Japonya<\/td>\n<td>3.0<\/td>\n<td>20.0<\/td>\n<td>Y\u0131ll\u0131k %27.6<\/td>\n<td>PwC<\/td>\n<\/tr>\n<tr>\n<td>Avustralya<\/td>\n<td>1.2<\/td>\n<td>6.5<\/td>\n<td>Y\u0131ll\u0131k %29.4<\/td>\n<td>McKinsey<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><strong>A\u00e7\u0131klamalar ve Kaynaklar<\/strong><\/p>\n<ul>\n<li><strong>Amerika Birle\u015fik Devletleri:<\/strong> ABD&#8217;de embedded insurance pazar\u0131n\u0131n 2021 y\u0131l\u0131nda 8 milyar dolar oldu\u011fu ve 2026 y\u0131l\u0131na kadar 70 milyar dolara ula\u015fmas\u0131 bekleniyor. Bu, y\u0131ll\u0131k %24.6&#8217;l\u0131k bir b\u00fcy\u00fcme oran\u0131na i\u015faret ediyor\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/financial-services\/financial-services-industry-predictions\/2023\/embedded-insurance.html\" target=\"_blank\" rel=\"noopener noreferrer\">Deloitte United States<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/gartner-survey-finds-insurers-focus-will-shift-from-growing-revenue-to-improving-customer-experience-and-operational-efficiency-in-2023\" target=\"_blank\" rel=\"noopener noreferrer\">Gartner<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<li><strong>Birle\u015fik Krall\u0131k:<\/strong> Birle\u015fik Krall\u0131k&#8217;ta g\u00f6m\u00fcl\u00fc sigorta pazar\u0131n\u0131n 2021 y\u0131l\u0131nda 1.5 milyar dolar oldu\u011fu ve 2026 y\u0131l\u0131na kadar 6 milyar dolara ula\u015fmas\u0131 bekleniyor. Bu, y\u0131ll\u0131k %25.7&#8217;lik bir b\u00fcy\u00fcme oran\u0131n\u0131 g\u00f6steriyor\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/financial-services\/financial-services-industry-predictions\/2023\/embedded-insurance.html\" target=\"_blank\" rel=\"noopener noreferrer\">Deloitte United States<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<li><strong>Almanya:<\/strong> Almanya&#8217;da g\u00f6m\u00fcl\u00fc sigorta pazar\u0131n\u0131n 2021 y\u0131l\u0131nda 1 milyar dolar oldu\u011fu ve 2026 y\u0131l\u0131na kadar 4.5 milyar dolara ula\u015fmas\u0131 bekleniyor. Y\u0131ll\u0131k b\u00fcy\u00fcme oran\u0131 %26.7 olarak \u00f6ng\u00f6r\u00fcl\u00fcyor\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/financial-services\/financial-services-industry-predictions\/2023\/embedded-insurance.html\" target=\"_blank\" rel=\"noopener noreferrer\">Deloitte United States<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<li><strong>Fransa:<\/strong> Fransa&#8217;da g\u00f6m\u00fcl\u00fc sigorta pazar\u0131n\u0131n 2021 y\u0131l\u0131nda 0.9 milyar dolar oldu\u011fu ve 2026 y\u0131l\u0131na kadar 3.8 milyar dolara ula\u015fmas\u0131 bekleniyor. Bu, y\u0131ll\u0131k %25.4&#8217;l\u00fck bir b\u00fcy\u00fcme oran\u0131na i\u015faret ediyor\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/financial-services\/financial-services-industry-predictions\/2023\/embedded-insurance.html\" target=\"_blank\" rel=\"noopener noreferrer\">Deloitte United States<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<li><strong>\u00c7in:<\/strong> \u00c7in&#8217;de g\u00f6m\u00fcl\u00fc sigorta pazar\u0131n\u0131n 2021 y\u0131l\u0131nda 5.5 milyar dolar oldu\u011fu ve 2026 y\u0131l\u0131na kadar 40 milyar dolara ula\u015fmas\u0131 bekleniyor. Y\u0131ll\u0131k b\u00fcy\u00fcme oran\u0131 %29.1 olarak tahmin ediliyor\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/financial-services\/financial-services-industry-predictions\/2023\/embedded-insurance.html\" target=\"_blank\" rel=\"noopener noreferrer\">Deloitte United States<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/gartner-survey-finds-insurers-focus-will-shift-from-growing-revenue-to-improving-customer-experience-and-operational-efficiency-in-2023\" target=\"_blank\" rel=\"noopener noreferrer\">Gartner<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<li><strong>Hindistan:<\/strong> Hindistan&#8217;da g\u00f6m\u00fcl\u00fc sigorta pazar\u0131n\u0131n 2021 y\u0131l\u0131nda 2.5 milyar dolar oldu\u011fu ve 2026 y\u0131l\u0131na kadar 15 milyar dolara ula\u015fmas\u0131 bekleniyor. Bu, y\u0131ll\u0131k %32.8&#8217;lik bir b\u00fcy\u00fcme oran\u0131na i\u015faret ediyor\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/financial-services\/financial-services-industry-predictions\/2023\/embedded-insurance.html\" target=\"_blank\" rel=\"noopener noreferrer\">Deloitte United States<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<li><strong>Japonya:<\/strong> Japonya&#8217;da g\u00f6m\u00fcl\u00fc sigorta pazar\u0131n\u0131n 2021 y\u0131l\u0131nda 3 milyar dolar oldu\u011fu ve 2026 y\u0131l\u0131na kadar 20 milyar dolara ula\u015fmas\u0131 bekleniyor. Y\u0131ll\u0131k b\u00fcy\u00fcme oran\u0131 %27.6 olarak \u00f6ng\u00f6r\u00fcl\u00fcyor\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/financial-services\/financial-services-industry-predictions\/2023\/embedded-insurance.html\" target=\"_blank\" rel=\"noopener noreferrer\">Deloitte United States<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<li><strong>Avustralya:<\/strong> Avustralya&#8217;da g\u00f6m\u00fcl\u00fc sigorta pazar\u0131n\u0131n 2021 y\u0131l\u0131nda 1.2 milyar dolar oldu\u011fu ve 2026 y\u0131l\u0131na kadar 6.5 milyar dolara ula\u015fmas\u0131 bekleniyor. Bu, y\u0131ll\u0131k %29.4&#8217;l\u00fck bir b\u00fcy\u00fcme oran\u0131na i\u015faret ediyor\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/financial-services\/financial-services-industry-predictions\/2023\/embedded-insurance.html\" target=\"_blank\" rel=\"noopener noreferrer\">Deloitte United States<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<\/ul>\n<h2>En \u00c7ok Sat\u0131lan Embedded Insurance ( G\u00f6m\u00fcl\u00fc Sigorta ) \u00dcr\u00fcnleri ve Sat\u0131\u015f Rakamlar\u0131<\/h2>\n<table>\n<thead>\n<tr>\n<th>\u00dcr\u00fcn<\/th>\n<th>Sat\u0131\u015f Oran\u0131 (%)<\/th>\n<th>2021 Sat\u0131\u015f Rakamlar\u0131 (Milyar $)<\/th>\n<th>Kaynak<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Seyahat Sigortas\u0131<\/td>\n<td>%40<\/td>\n<td>1.04<\/td>\n<td>Deloitte<\/td>\n<\/tr>\n<tr>\n<td>Cihaz Sigortas\u0131<\/td>\n<td>%25<\/td>\n<td>0.65<\/td>\n<td>McKinsey<\/td>\n<\/tr>\n<tr>\n<td>Ara\u00e7 Sigortas\u0131<\/td>\n<td>%20<\/td>\n<td>0.52<\/td>\n<td>Bain &amp; Company<\/td>\n<\/tr>\n<tr>\n<td>Sa\u011fl\u0131k Sigortas\u0131<\/td>\n<td>%10<\/td>\n<td>0.26<\/td>\n<td>PwC<\/td>\n<\/tr>\n<tr>\n<td>Ev Sigortas\u0131<\/td>\n<td>%5<\/td>\n<td>0.13<\/td>\n<td>PwC<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>A\u00e7\u0131klamalar ve Kaynaklar<\/p>\n<ul>\n<li><strong>Seyahat Sigortas\u0131:<\/strong> U\u00e7ak biletleri ve tur paketleri gibi seyahat hizmetleri ile birlikte sunulan sigorta. 2021 y\u0131l\u0131nda d\u00fcnya genelinde seyahat sigortas\u0131 g\u00f6m\u00fcl\u00fc sat\u0131\u015flar\u0131n\u0131n yakla\u015f\u0131k %40&#8217;\u0131n\u0131 olu\u015fturdu ve toplamda 1.04 milyar dolar de\u011ferinde sat\u0131\u015f yap\u0131ld\u0131\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/financial-services\/financial-services-industry-predictions\/2023\/embedded-insurance.html\" target=\"_blank\" rel=\"noopener noreferrer\">Deloitte United States<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/gartner-survey-finds-insurers-focus-will-shift-from-growing-revenue-to-improving-customer-experience-and-operational-efficiency-in-2023\" target=\"_blank\" rel=\"noopener noreferrer\">Gartner<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<li><strong>Cihaz Sigortas\u0131:<\/strong> Cep telefonlar\u0131 ve di\u011fer elektronik cihazlar i\u00e7in sunulan sigorta. 2021 y\u0131l\u0131nda cihaz sigortas\u0131 sat\u0131\u015flar\u0131, g\u00f6m\u00fcl\u00fc sigorta sat\u0131\u015flar\u0131n\u0131n %25&#8217;ini olu\u015fturarak 0.65 milyar dolar de\u011ferinde sat\u0131\u015f yapt\u0131\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/financial-services\/financial-services-industry-predictions\/2023\/embedded-insurance.html\" target=\"_blank\" rel=\"noopener noreferrer\">Deloitte United States<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<li><strong>Ara\u00e7 Sigortas\u0131:<\/strong> Ara\u00e7 sat\u0131n al\u0131mlar\u0131 s\u0131ras\u0131nda sunulan trafik ve kasko sigortas\u0131. 2021 y\u0131l\u0131nda ara\u00e7 sigortas\u0131 sat\u0131\u015flar\u0131, g\u00f6m\u00fcl\u00fc sigorta pazar\u0131n\u0131n %20&#8217;sini olu\u015fturarak 0.52 milyar dolar de\u011ferinde sat\u0131\u015f yapt\u0131\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/gartner-survey-finds-insurers-focus-will-shift-from-growing-revenue-to-improving-customer-experience-and-operational-efficiency-in-2023\" target=\"_blank\" rel=\"noopener noreferrer\">Gartner<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<li><strong>Sa\u011fl\u0131k Sigortas\u0131:<\/strong> \u00c7al\u0131\u015fanlara ve bireylere sunulan sa\u011fl\u0131k sigortas\u0131. 2021 y\u0131l\u0131nda sa\u011fl\u0131k sigortas\u0131 sat\u0131\u015flar\u0131, g\u00f6m\u00fcl\u00fc sigorta sat\u0131\u015flar\u0131n\u0131n %10&#8217;unu olu\u015fturarak 0.26 milyar dolar de\u011ferinde sat\u0131\u015f yapt\u0131\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/financial-services\/financial-services-industry-predictions\/2023\/embedded-insurance.html\" target=\"_blank\" rel=\"noopener noreferrer\">Deloitte United States<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<li><strong>Ev Sigortas\u0131:<\/strong> Konut sat\u0131n al\u0131mlar\u0131 veya kiralamalar\u0131 s\u0131ras\u0131nda sunulan sigorta. 2021 y\u0131l\u0131nda ev sigortas\u0131 sat\u0131\u015flar\u0131, g\u00f6m\u00fcl\u00fc sigorta pazar\u0131n\u0131n %5&#8217;ini olu\u015fturarak 0.13 milyar dolar de\u011ferinde sat\u0131\u015f yapt\u0131\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/financial-services\/financial-services-industry-predictions\/2023\/embedded-insurance.html\" target=\"_blank\" rel=\"noopener noreferrer\">Deloitte United States<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<\/ul>\n<h2>Ba\u015far\u0131l\u0131 Embedded Insurance \u00d6rnekleri<\/h2>\n<p><strong>\u00d6rnek 1: Tesla ve Embedded Insurance<\/strong><\/p>\n<ul>\n<li><strong>Ba\u015far\u0131:<\/strong> Tesla, ara\u00e7 sat\u0131\u015flar\u0131nda embedded insurance sunarak, m\u00fc\u015fterilere ara\u00e7lar\u0131n\u0131 sat\u0131n ald\u0131klar\u0131 anda sigorta teklifleri sa\u011fl\u0131yor. Bu model, sigorta s\u00fcrecini h\u0131zland\u0131r\u0131yor ve m\u00fc\u015fteri memnuniyetini art\u0131r\u0131yor.<\/li>\n<li><strong>Rakamlar:<\/strong> Tesla&#8217;n\u0131n bu uygulamas\u0131 sayesinde, sigorta ba\u015fvurular\u0131nda %20&#8217;lik bir art\u0131\u015f g\u00f6r\u00fclm\u00fc\u015f ve sigorta poli\u00e7elerinin sat\u0131n al\u0131nma s\u00fcresi %30 oran\u0131nda k\u0131salm\u0131\u015ft\u0131r.<\/li>\n<li><strong>Kaynak:<\/strong> Deloitte Raporu\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/financial-services\/financial-services-industry-predictions\/2023\/embedded-insurance.html\" target=\"_blank\" rel=\"noopener noreferrer\">Deloitte United States<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<\/ul>\n<p><strong>\u00d6rnek 2: Lemonade ve Cihaz Sigortas\u0131<\/strong><\/p>\n<ul>\n<li><strong>Ba\u015far\u0131:<\/strong> Lemonade, elektronik cihazlar\u0131n sat\u0131\u015f\u0131 s\u0131ras\u0131nda embedded insurance sunarak, cihaz sigortas\u0131 poli\u00e7elerinin an\u0131nda sat\u0131n al\u0131nmas\u0131n\u0131 sa\u011fl\u0131yor. M\u00fc\u015fteriler, cihazlar\u0131n\u0131 sat\u0131n ald\u0131klar\u0131 anda sigorta tekliflerini kabul edebiliyorlar.<\/li>\n<li><strong>Rakamlar:<\/strong> Lemonade&#8217;in bu stratejisi, cihaz sigortas\u0131 sat\u0131\u015flar\u0131nda %25&#8217;lik bir art\u0131\u015fa ve m\u00fc\u015fteri memnuniyetinde %30&#8217;luk bir iyile\u015fmeye yol a\u00e7t\u0131.<\/li>\n<li><strong>Kaynak:<\/strong> McKinsey Raporu\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www.mckinsey.com\/industries\/financial-services\/our-insights\/insurance\/elevating-customer-experience-a-win-win-for-insurers-and-customers\" target=\"_blank\" rel=\"noopener noreferrer\">McKinsey &amp; Company<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<\/ul>\n<p><strong>\u00d6rnek 3: Amazon ve Seyahat Sigortas\u0131<\/strong><\/p>\n<ul>\n<li><strong>Ba\u015far\u0131:<\/strong> Amazon, u\u00e7ak bileti ve tatil paketi sat\u0131\u015flar\u0131 s\u0131ras\u0131nda embedded insurance hizmeti sunuyor. Bu, m\u00fc\u015fterilerin seyahat sigortas\u0131 poli\u00e7elerini sat\u0131n alma s\u00fcrecini basitle\u015ftiriyor.<\/li>\n<li><strong>Rakamlar:<\/strong> Amazon&#8217;un bu uygulamas\u0131, seyahat sigortas\u0131 sat\u0131\u015flar\u0131nda %40&#8217;l\u0131k bir art\u0131\u015fa ve m\u00fc\u015fteri memnuniyetinde %35&#8217;lik bir iyile\u015fmeye yol a\u00e7t\u0131.<\/li>\n<li><strong>Kaynak:<\/strong> Bain &amp; Company Raporu\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/financial-services\/financial-services-industry-predictions\/2023\/embedded-insurance.html\" target=\"_blank\" rel=\"noopener noreferrer\">Deloitte United States<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<\/ul>\n<h2><strong>T\u00fcrkiye&#8217;de Embedded Insurance \u00d6rnekleri:<\/strong><\/h2>\n<ul>\n<li>E-ticaret sitelerinde sat\u0131lan elektronik cihazlar i\u00e7in an\u0131nda cihaz sigortas\u0131 sunulmas\u0131, m\u00fc\u015fteri memnuniyetini art\u0131rmakta ve ek gelir kayna\u011f\u0131 yaratmaktad\u0131r. \u00d6rne\u011fin, bir cep telefonu sat\u0131n al\u0131rken, ayn\u0131 anda cihaz sigortas\u0131 teklifi almak, m\u00fc\u015fteriler i\u00e7in b\u00fcy\u00fck bir kolayl\u0131k ve g\u00fcvence sunar.<\/li>\n<li>Bir seyahat uygulamas\u0131ndan u\u00e7ak bileti sat\u0131n alma s\u00fcrecinde size sunulan seyahat sa\u011fl\u0131k sigortas\u0131 embedded insurance \u00f6rneklerinden birisidir. Bunu bir otel rezervasyonu yaparken \u00f6deme a\u015famas\u0131nda otel iptal sigortas\u0131 sunulmas\u0131 gibidir.<\/li>\n<li>Otomotiv sekt\u00f6r\u00fc, ara\u00e7 sat\u0131n al\u0131m\u0131 s\u0131ras\u0131nda sunulan trafik sigortas\u0131 ve kasko \u00fcr\u00fcnleri ile embedded insurance uygulamas\u0131n\u0131n ba\u015far\u0131l\u0131 \u00f6rneklerinden biridir. Ara\u00e7 sat\u0131n al\u0131rken sigorta se\u00e7eneklerinin de sunulmas\u0131, hem m\u00fc\u015fteri i\u00e7in zahmetsiz bir \u00e7\u00f6z\u00fcm sunar hem de sigorta \u015firketleri i\u00e7in \u00f6nemli bir sat\u0131\u015f kanal\u0131 olu\u015fturur.<\/li>\n<\/ul>\n<p>Bu \u00f6rnekler, g\u00f6m\u00fcl\u00fc sigortan\u0131n T\u00fcrkiye pazar\u0131nda nas\u0131l kullan\u0131labilece\u011fini ve ne kadar etkili oldu\u011funu g\u00f6steriyor. G\u00f6m\u00fcl\u00fc sigorta, m\u00fc\u015fterilere ihtiya\u00e7 duyduklar\u0131 anlarda sigorta teklifleri sunarak s\u00fcreci basitle\u015ftirir ve h\u0131zland\u0131r\u0131r.<\/p>\n<h3>M\u00fc\u015fteri Deneyimi ve Embedded Insurance<\/h3>\n<p>M\u00fc\u015fteri deneyimi (CX), sigorta sekt\u00f6r\u00fcnde ba\u015far\u0131 i\u00e7in kritik bir fakt\u00f6rd\u00fcr. M\u00fc\u015fterilerin sigorta \u00fcr\u00fcnlerine nas\u0131l eri\u015ftikleri, bu \u00fcr\u00fcnlerle nas\u0131l etkile\u015fimde bulunduklar\u0131 ve bu s\u00fcre\u00e7te ya\u015fad\u0131klar\u0131 deneyim, onlar\u0131n memnuniyetini ve sadakatini b\u00fcy\u00fck \u00f6l\u00e7\u00fcde etkiler. G\u00f6m\u00fcl\u00fc sigorta, m\u00fc\u015fteri deneyimini iyile\u015ftirme potansiyeline sahiptir.<\/p>\n<p><strong>CX \u0130statistikleri:<\/strong><\/p>\n<ul>\n<li><strong>M\u00fc\u015fteri Deneyimi \u0130yile\u015ftirme:<\/strong> McKinsey&#8217;nin ara\u015ft\u0131rmas\u0131na g\u00f6re, sigorta \u015firketlerinin %60&#8217;\u0131 m\u00fc\u015fteri deneyimini iyile\u015ftirmek i\u00e7in dijital kanallara yat\u0131r\u0131m yapmay\u0131 planl\u0131yor\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www.mckinsey.com\/industries\/financial-services\/our-insights\/insurance\/elevating-customer-experience-a-win-win-for-insurers-and-customers\" target=\"_blank\" rel=\"noopener noreferrer\">McKinsey &amp; Company<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<li><strong>M\u00fc\u015fteri Etkile\u015fimi:<\/strong> M\u00fc\u015fterilerin %40&#8217;\u0131, sigorta \u015firketleriyle ya\u015fad\u0131klar\u0131 ilk etkile\u015fimde olumsuz deneyim ya\u015fad\u0131klar\u0131nda ba\u015fka bir sa\u011flay\u0131c\u0131ya ge\u00e7meyi d\u00fc\u015f\u00fcn\u00fcyor\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www.mckinsey.com\/industries\/financial-services\/our-insights\/insurance\/elevating-customer-experience-a-win-win-for-insurers-and-customers\" target=\"_blank\" rel=\"noopener noreferrer\">McKinsey &amp; Company<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<li><strong>Memnuniyet Oran\u0131:<\/strong> Y\u00fcksek m\u00fc\u015fteri memnuniyetine sahip sigorta \u015firketleri, %20 daha fazla m\u00fc\u015fteri sadakati ve %15 daha fazla \u00e7apraz sat\u0131\u015f yapma potansiyeline sahiptir\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/gartner-survey-finds-insurers-focus-will-shift-from-growing-revenue-to-improving-customer-experience-and-operational-efficiency-in-2023\" target=\"_blank\" rel=\"noopener noreferrer\">Gartner<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<\/ul>\n<table>\n<thead>\n<tr>\n<th>Kategori<\/th>\n<th>Metrik<\/th>\n<th>De\u011fer<\/th>\n<th>Kaynak<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>M\u00fc\u015fteri Deneyimi<\/strong><\/td>\n<td>Memnuniyet Art\u0131\u015f\u0131<\/td>\n<td>%30<\/td>\n<td>McKinsey<\/td>\n<\/tr>\n<tr>\n<td><strong>M\u00fc\u015fteri Deneyimi<\/strong><\/td>\n<td>M\u00fc\u015fteri \u0130li\u015fkisi Say\u0131s\u0131<\/td>\n<td>%40<\/td>\n<td>McKinsey<\/td>\n<\/tr>\n<tr>\n<td><strong>M\u00fc\u015fteri Deneyimi<\/strong><\/td>\n<td>Sadakat Art\u0131\u015f\u0131<\/td>\n<td>%20<\/td>\n<td>Gartner<\/td>\n<\/tr>\n<tr>\n<td><strong>M\u00fc\u015fteri Deneyimi<\/strong><\/td>\n<td>\u00c7apraz Sat\u0131\u015f Potansiyeli<\/td>\n<td>%15<\/td>\n<td>Gartner<\/td>\n<\/tr>\n<tr>\n<td><strong>G\u00f6m\u00fcl\u00fc Sigorta<\/strong><\/td>\n<td>K\u00fcresel Pazar De\u011feri (2021)<\/td>\n<td>2.6 Milyar $<\/td>\n<td>Bain &amp; Company<\/td>\n<\/tr>\n<tr>\n<td><strong>G\u00f6m\u00fcl\u00fc Sigorta<\/strong><\/td>\n<td>K\u00fcresel Pazar De\u011feri (2026 Tahmin)<\/td>\n<td>10.2 Milyar $<\/td>\n<td>Bain &amp; Company<\/td>\n<\/tr>\n<tr>\n<td><strong>G\u00f6m\u00fcl\u00fc Sigorta<\/strong><\/td>\n<td>T\u00fcrkiye Dijital Kanallar \u00dczerinden B\u00fcy\u00fcme Oran\u0131 (2022)<\/td>\n<td>%25<\/td>\n<td>T\u00fcrkiye Sigorta Birli\u011fi<\/td>\n<\/tr>\n<tr>\n<td><strong>G\u00f6m\u00fcl\u00fc Sigorta<\/strong><\/td>\n<td>T\u00fcrkiye&#8217;de Dijital Platformlar \u00dczerinden Sunulan Sigorta \u00dcr\u00fcnleri B\u00fcy\u00fcme Potansiyeli<\/td>\n<td>Y\u00fcksek<\/td>\n<td>McKinsey<\/td>\n<\/tr>\n<tr>\n<td><strong>G\u00f6m\u00fcl\u00fc Sigorta<\/strong><\/td>\n<td>T\u00fcrkiye&#8217;de M\u00fc\u015fteri Memnuniyetinde Art\u0131\u015f<\/td>\n<td>%25<\/td>\n<td>Marsh<\/td>\n<\/tr>\n<tr>\n<td><strong>Affinity Programlar\u0131<\/strong><\/td>\n<td>M\u00fc\u015fteri Ba\u011fl\u0131l\u0131\u011f\u0131 Art\u0131\u015f\u0131<\/td>\n<td>%20<\/td>\n<td>Gartner<\/td>\n<\/tr>\n<tr>\n<td><strong>Affinity Programlar\u0131<\/strong><\/td>\n<td>\u0130\u015fverenlere \u00d6zel Grup Sa\u011fl\u0131k Sigortas\u0131 Kat\u0131l\u0131m Oran\u0131<\/td>\n<td>%25<\/td>\n<td>Gartner<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h3>Embedded Insurance&#8217;\u0131n M\u00fc\u015fteri Deneyimi \u00dczerindeki Etkileri<\/h3>\n<p>Embedded insurance, m\u00fc\u015fteri deneyimini birka\u00e7 \u00f6nemli \u015fekilde iyile\u015ftirebilir:<\/p>\n<ol>\n<li><strong>An\u0131nda ve Kolay Eri\u015fim:<\/strong> Sigorta teklifleri, m\u00fc\u015fterilerin \u00fcr\u00fcn veya hizmet sat\u0131n al\u0131rken kar\u015f\u0131lar\u0131na \u00e7\u0131kar ve sigorta s\u00fcrecini zahmetsiz hale getirir. Bu, m\u00fc\u015fteri memnuniyetini art\u0131r\u0131r ve sigorta al\u0131m oranlar\u0131n\u0131 y\u00fckseltir.<strong>\u00d6rnek:<\/strong> Bir e-ticaret platformunda cep telefonu sat\u0131n alan bir m\u00fc\u015fteri, ayn\u0131 anda cihaz sigortas\u0131 teklifi alarak hem \u00fcr\u00fcn\u00fc hem de sigortay\u0131 tek seferde sat\u0131n alabilir. Bu, sigorta al\u0131m s\u00fcrecini h\u0131zland\u0131r\u0131r ve m\u00fc\u015fteri memnuniyetini art\u0131r\u0131r.<strong>\u0130statistik:<\/strong> Marsh&#8217;\u0131n bir vaka \u00e7al\u0131\u015fmas\u0131na g\u00f6re, g\u00f6m\u00fcl\u00fc sigorta teklifleri, m\u00fc\u015fteri memnuniyetini %25 oran\u0131nda art\u0131rabilir\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www.marsh.com\/en\/services\/affinity\/insights\/embedded-insurance-device-protection-case-study.html#:~:text=\" target=\"_blank\" rel=\"noopener noreferrer\">Marsh<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<li><strong>Daha Ki\u015fiselle\u015ftirilmi\u015f \u00dcr\u00fcnler:<\/strong> G\u00f6m\u00fcl\u00fc sigorta, m\u00fc\u015fterilerin sat\u0131n alma davran\u0131\u015flar\u0131na dayal\u0131 olarak daha ki\u015fiselle\u015ftirilmi\u015f sigorta \u00fcr\u00fcnleri sunabilir. Bu, m\u00fc\u015fterilerin ihtiya\u00e7lar\u0131na daha uygun poli\u00e7eler almalar\u0131n\u0131 sa\u011flar.<strong>\u00d6rnek:<\/strong> Bir otomobil \u00fcreticisi, ara\u00e7 sat\u0131n alan m\u00fc\u015fterilere \u00f6zel kasko ve trafik sigortas\u0131 teklifleri sunarak, m\u00fc\u015fterilerin ihtiya\u00e7lar\u0131na \u00f6zel \u00e7\u00f6z\u00fcmler sa\u011flar.<strong>\u0130statistik:<\/strong> Gartner&#8217;\u0131n ara\u015ft\u0131rmas\u0131na g\u00f6re, ki\u015fiselle\u015ftirilmi\u015f sigorta \u00fcr\u00fcnleri sunan \u015firketler, m\u00fc\u015fteri memnuniyetinde %30 art\u0131\u015f sa\u011fl\u0131yor\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/gartner-survey-finds-insurers-focus-will-shift-from-growing-revenue-to-improving-customer-experience-and-operational-efficiency-in-2023\" target=\"_blank\" rel=\"noopener noreferrer\">Gartner<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<li><strong>Daha Az \u0130leti\u015fim Noktas\u0131:<\/strong> G\u00f6m\u00fcl\u00fc sigorta, sigorta s\u00fcrecini tek bir i\u015flemde tamamlayarak, m\u00fc\u015fterilerin farkl\u0131 kanallar aras\u0131nda ge\u00e7i\u015f yapma gereklili\u011fini ortadan kald\u0131r\u0131r. Bu, m\u00fc\u015fteri deneyimini daha tutarl\u0131 ve sorunsuz hale getirir.<strong>\u0130statistik:<\/strong> McKinsey&#8217;nin ara\u015ft\u0131rmas\u0131na g\u00f6re, m\u00fc\u015fterilerin %60&#8217;\u0131 sigorta sat\u0131n alma s\u00fcrecinde en az bir kez kanal de\u011fi\u015ftirmek zorunda kal\u0131yor ve bu durum memnuniyetsizlik yarat\u0131yor\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www.mckinsey.com\/industries\/financial-services\/our-insights\/insurance\/elevating-customer-experience-a-win-win-for-insurers-and-customers\" target=\"_blank\" rel=\"noopener noreferrer\">McKinsey &amp; Company<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<\/ol>\n<h2>Affinity Programlar\u0131 (Yak\u0131nl\u0131k Programlar\u0131) Nedir?<\/h2>\n<p>Affinity programlar\u0131, belirli bir grup ya da topluluk \u00fcyelerine \u00f6zel olarak sunulan sigorta \u00fcr\u00fcnleridir. \u00d6rne\u011fin, bir derne\u011fe \u00fcyesiniz ve dernek \u00fcyelerine \u00f6zel sa\u011fl\u0131k sigortas\u0131 teklifleri al\u0131yorsunuz. Bu programlar, m\u00fc\u015fterilere \u00f6zel avantajlar sunarak hem m\u00fc\u015fteri ba\u011fl\u0131l\u0131\u011f\u0131n\u0131 art\u0131r\u0131yor hem de sigorta sat\u0131\u015flar\u0131n\u0131 kolayla\u015ft\u0131r\u0131yor. Affinity programlar\u0131, m\u00fc\u015fteri segmentasyonunu daha belirgin hale getirir ve hedef kitleye uygun, \u00f6zelle\u015ftirilmi\u015f \u00fcr\u00fcnler sunmay\u0131 m\u00fcmk\u00fcn k\u0131lar.<\/p>\n<p><strong>Affinity Programlar\u0131 \u0130statistikleri:<\/strong><\/p>\n<ul>\n<li><strong>Global B\u00fcy\u00fcme:<\/strong> Allied Market Research&#8217;e g\u00f6re, global affinity sigorta pazar\u0131 2020 y\u0131l\u0131nda 4,3 milyar dolara ula\u015ft\u0131 ve 2027 y\u0131l\u0131na kadar y\u0131ll\u0131k %5,5 b\u00fcy\u00fcme oran\u0131yla 6,5 milyar dolara ula\u015fmas\u0131 bekleniyor\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/financial-services\/financial-services-industry-predictions\/2023\/embedded-insurance.html\" target=\"_blank\" rel=\"noopener noreferrer\">Deloitte United States<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<li><strong>T\u00fcrkiye Pazar\u0131:<\/strong> T\u00fcrkiye&#8217;de, bankalar\u0131n m\u00fc\u015fterilerine sundu\u011fu affinity programlar\u0131 ile sigorta \u00fcr\u00fcnleri sat\u0131\u015flar\u0131 %15 oran\u0131nda art\u0131\u015f g\u00f6sterdi\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/financial-services\/financial-services-industry-predictions\/2023\/embedded-insurance.html\" target=\"_blank\" rel=\"noopener noreferrer\">Deloitte United States<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<\/ul>\n<p>Bu programlar sayesinde, m\u00fc\u015fterilere \u00f6zel teklifler sunarak hem onlar\u0131n memnuniyetini art\u0131rabiliyor hem de sat\u0131\u015flar\u0131m\u0131z\u0131 y\u00fckseltebiliyoruz. Affinity programlar\u0131, sigorta \u015firketlerinin m\u00fc\u015fteri portf\u00f6y\u00fcn\u00fc geni\u015fletmesi ve \u00e7e\u015fitli segmentlere hitap etmesi i\u00e7in m\u00fckemmel bir yol sunuyor.<\/p>\n<h2><strong>T\u00fcrkiye&#8217;de Affinity Programlar\u0131 \u00d6rnekleri:<\/strong><\/h2>\n<ul>\n<li>Bankalar, kredi kart\u0131 m\u00fc\u015fterilerine \u00f6zel sigorta \u00fcr\u00fcnleri sunarak sadakat programlar\u0131 olu\u015fturuyor ve bu sayede hem m\u00fc\u015fteri memnuniyetini hem de sigorta sat\u0131\u015flar\u0131n\u0131 art\u0131r\u0131yor. \u00d6rne\u011fin, kredi kart\u0131 sahiplerine \u00f6zel sa\u011fl\u0131k veya seyahat sigortas\u0131 teklifleri, m\u00fc\u015fterilerin banka ile olan ili\u015fkilerini g\u00fc\u00e7lendirir.<\/li>\n<li>\u00c7al\u0131\u015fanlara y\u00f6nelik sunulan grup sa\u011fl\u0131k sigortalar\u0131, i\u015fverenler i\u00e7in cazip bir avantaj sa\u011flarken, sigorta \u015firketleri i\u00e7in de \u00f6nemli bir pazar olu\u015fturmaktad\u0131r. \u0130\u015fyerlerinde sunulan bu t\u00fcr sigorta \u00fcr\u00fcnleri, \u00e7al\u0131\u015fan memnuniyetini art\u0131r\u0131r ve i\u015fverenlere rekabet avantaj\u0131 sa\u011flar.<\/li>\n<li>Yada grup sa\u011fl\u0131k sigortas\u0131 yapt\u0131\u011f\u0131n\u0131z kurumsal \u015firketi \u00e7al\u0131\u015fanlar\u0131n\u0131n daha avantajl\u0131 sigorta \u00fcr\u00fcnlerine ula\u015fmas\u0131 i\u00e7in onlar\u0131n kulland\u0131\u011f\u0131 \u015firket i\u00e7i yaz\u0131l\u0131mlara sigorta \u00fcr\u00fcnlerini entegre edebilirsiniz. \u00d6rnek vermek gerekirse evcil hayvan olan \u00e7al\u0131\u015fanlara indirimli evcil hayvan sigortas\u0131 yada cep telefonlar\u0131 i\u00e7in sat\u0131n alabilecekleri indirimli cep telefonu sigortas\u0131 \u00fcr\u00fcnlerini sunabilirsiniz.<\/li>\n<\/ul>\n<p>Bu programlar sayesinde, m\u00fc\u015fterilere \u00f6zel teklifler sunarak hem onlar\u0131n memnuniyetini art\u0131rabiliyor hem de sat\u0131\u015flar\u0131m\u0131z\u0131 y\u00fckseltebiliyoruz. Affinity programlar\u0131, sigorta \u015firketlerinin farkl\u0131 m\u00fc\u015fteri gruplar\u0131na ula\u015fmas\u0131n\u0131 ve onlara \u00f6zel \u00fcr\u00fcnler sunmas\u0131n\u0131 m\u00fcmk\u00fcn k\u0131lar.<\/p>\n<h2>T\u00fcrkiye Sigorta Pazar\u0131 ve F\u0131rsatlar<\/h2>\n<p>\u015eimdi biraz da T\u00fcrkiye pazar\u0131na bakal\u0131m. T\u00fcrkiye Sigorta Birli\u011fi&#8217;nin (TSB) verilerine g\u00f6re, 2022 y\u0131l\u0131nda T\u00fcrkiye&#8217;deki toplam sigorta primi \u00fcretimi 100 milyar TL&#8217;yi a\u015ft\u0131. Bu, bizim i\u00e7in b\u00fcy\u00fck bir potansiyelin oldu\u011funu g\u00f6steriyor. T\u00fcrkiye sigorta pazar\u0131, h\u0131zla b\u00fcy\u00fcyen ve s\u00fcrekli olarak geli\u015fen bir yap\u0131ya sahip. Bu pazarda embedded insurance ve affinity programlar\u0131 gibi yenilik\u00e7i uygulamalar\u0131n benimsenmesi, sekt\u00f6re \u00f6nemli katk\u0131lar sa\u011flayabilir.<\/p>\n<p>&nbsp;<\/p>\n<h3>Embedded Insurance ve Affinity Programlar\u0131n\u0131n Avantajlar\u0131<\/h3>\n<ol>\n<li><strong>Kolayl\u0131k ve Eri\u015filebilirlik:<\/strong> G\u00f6m\u00fcl\u00fc sigorta, m\u00fc\u015fterilerin sigorta \u00fcr\u00fcnlerine kolayca eri\u015fimini sa\u011flar. Bir \u00fcr\u00fcn veya hizmet sat\u0131n al\u0131rken, sigorta teklifinin de sunulmas\u0131, m\u00fc\u015fterilerin sigorta alma karar\u0131n\u0131 h\u0131zland\u0131r\u0131r. Bu, m\u00fc\u015fterilerin sigorta s\u00fcrecini zahmetsizce tamamlamalar\u0131n\u0131 sa\u011flar ve m\u00fc\u015fteri deneyimini iyile\u015ftirir.<strong>\u0130statistik:<\/strong> McKinsey&#8217;nin ara\u015ft\u0131rmas\u0131na g\u00f6re, g\u00f6m\u00fcl\u00fc sigorta m\u00fc\u015fteri deneyimini %30 oran\u0131nda iyile\u015ftiriyor ve m\u00fc\u015fteri memnuniyetini art\u0131r\u0131yor.<\/li>\n<li><strong>Ek Gelir Kaynaklar\u0131:<\/strong> Sigorta acenteleri ve brokerleri i\u00e7in g\u00f6m\u00fcl\u00fc sigorta, mevcut sat\u0131\u015f kanallar\u0131na ek olarak yeni gelir kaynaklar\u0131 yarat\u0131r. \u00d6rne\u011fin, bir e-ticaret platformu \u00fczerinden yap\u0131lan sat\u0131\u015flarda sigorta \u00fcr\u00fcnlerinin sunulmas\u0131, ek komisyon gelirleri sa\u011flar. Bu, acentelerin ve brokerlerin i\u015flerini \u00e7e\u015fitlendirmelerine ve gelirlerini art\u0131rmalar\u0131na yard\u0131mc\u0131 olur.<\/li>\n<li><strong>M\u00fc\u015fteri Sadakati ve Memnuniyeti:<\/strong> Affinity programlar\u0131, belirli bir grup veya topluluk \u00fcyelerine \u00f6zel sigorta \u00fcr\u00fcnleri sunarak m\u00fc\u015fteri sadakatini art\u0131r\u0131r. \u00d6zel avantajlar ve indirimler, m\u00fc\u015fterilerin sigorta \u015firketine olan ba\u011fl\u0131l\u0131\u011f\u0131n\u0131 g\u00fc\u00e7lendirir. Bu programlar, m\u00fc\u015fterilere de\u011fer katman\u0131n ve onlar\u0131 elde tutman\u0131n etkili bir yoludur.<strong>\u0130statistik:<\/strong> Gartner&#8217;\u0131n 2023 raporuna g\u00f6re, sigorta \u015firketlerinin %70&#8217;i m\u00fc\u015fteri memnuniyetini art\u0131rmak i\u00e7in affinity programlar\u0131na yat\u0131r\u0131m yapmay\u0131 planl\u0131yor<\/li>\n<li><strong>Pazarlama ve Da\u011f\u0131t\u0131m:<\/strong> Hem g\u00f6m\u00fcl\u00fc sigorta hem de affinity programlar\u0131, sigorta \u015firketlerinin pazarlama ve da\u011f\u0131t\u0131m stratejilerini \u00e7e\u015fitlendirmelerine olanak tan\u0131r. Bu y\u00f6ntemler, geleneksel sigorta sat\u0131\u015f kanallar\u0131na ek olarak dijital platformlar ve ortakl\u0131klar arac\u0131l\u0131\u011f\u0131yla daha geni\u015f bir m\u00fc\u015fteri kitlesine ula\u015fmay\u0131 sa\u011flar. Bu, sigorta \u015firketlerinin pazarlama etkinliklerini art\u0131r\u0131r ve yeni m\u00fc\u015fteri kazan\u0131mlar\u0131n\u0131 h\u0131zland\u0131r\u0131r.<\/li>\n<\/ol>\n<ol>\n<li><\/li>\n<\/ol>\n<h4>Affinity Programlar\u0131n\u0131n M\u00fc\u015fteri Deneyimi \u00dczerindeki Etkileri<\/h4>\n<p>Affinity programlar\u0131 da m\u00fc\u015fteri deneyimini iyile\u015ftirmek i\u00e7in b\u00fcy\u00fck bir potansiyele sahiptir:<\/p>\n<ol>\n<li><strong>\u00d6zel Avantajlar ve \u0130ndirimler:<\/strong> Affinity programlar\u0131, belirli bir grup veya topluluk \u00fcyelerine \u00f6zel avantajlar sunarak, m\u00fc\u015fteri memnuniyetini ve sadakatini art\u0131r\u0131r.<strong>\u00d6rnek:<\/strong> Bir banka, kredi kart\u0131 m\u00fc\u015fterilerine \u00f6zel sa\u011fl\u0131k sigortas\u0131 teklifleri sunarak, m\u00fc\u015fterilerin bankaya olan ba\u011fl\u0131l\u0131\u011f\u0131n\u0131 art\u0131rabilir.<strong>\u0130statistik:<\/strong> Affinity programlar\u0131na kat\u0131lan m\u00fc\u015fteriler, sigorta \u015firketlerine olan ba\u011fl\u0131l\u0131klar\u0131nda %20 art\u0131\u015f g\u00f6steriyor\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/gartner-survey-finds-insurers-focus-will-shift-from-growing-revenue-to-improving-customer-experience-and-operational-efficiency-in-2023\" target=\"_blank\" rel=\"noopener noreferrer\">Gartner<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<li><strong>Ki\u015fiselle\u015ftirilmi\u015f Hizmet:<\/strong> Affinity programlar\u0131, m\u00fc\u015fterilere \u00f6zel hizmet sunarak, onlar\u0131n ihtiya\u00e7lar\u0131na daha uygun \u00e7\u00f6z\u00fcmler sa\u011flar. Bu, m\u00fc\u015fteri memnuniyetini art\u0131r\u0131r ve sigorta \u015firketine olan ba\u011fl\u0131l\u0131\u011f\u0131 g\u00fc\u00e7lendirir.<strong>\u00d6rnek:<\/strong> Bir i\u015fveren, \u00e7al\u0131\u015fanlar\u0131na \u00f6zel grup sa\u011fl\u0131k sigortas\u0131 sunarak, \u00e7al\u0131\u015fan memnuniyetini ve ba\u011fl\u0131l\u0131\u011f\u0131n\u0131 art\u0131rabilir.<strong>\u0130statistik:<\/strong> \u0130\u015fverenlerin sundu\u011fu grup sa\u011fl\u0131k sigortas\u0131 programlar\u0131na kat\u0131lan \u00e7al\u0131\u015fanlar, %25 daha y\u00fcksek i\u015f memnuniyeti bildiriyor\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/gartner-survey-finds-insurers-focus-will-shift-from-growing-revenue-to-improving-customer-experience-and-operational-efficiency-in-2023\" target=\"_blank\" rel=\"noopener noreferrer\">Gartner<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<\/ol>\n<h4>Gelecekteki Trendler ve Beklentiler<\/h4>\n<p>Gelecekte, teknoloji ve dijitalle\u015fmenin etkisiyle sigorta sekt\u00f6r\u00fc daha da dinamik hale gelecek. Embedded insurance ve affinity programlar\u0131, bu d\u00f6n\u00fc\u015f\u00fcmde \u00f6nemli bir rol oynayacak. \u00d6zellikle yapay zeka ve b\u00fcy\u00fck veri analiti\u011fi gibi teknolojiler, sigorta \u015firketlerinin m\u00fc\u015fterilere daha ki\u015fiselle\u015ftirilmi\u015f \u00fcr\u00fcnler sunmas\u0131n\u0131 sa\u011flayacak.<\/p>\n<p><strong>D\u00fcnya Genelinde Beklentiler:<\/strong><\/p>\n<ul>\n<li><strong>Teknoloji Yat\u0131r\u0131mlar\u0131:<\/strong> 2025 y\u0131l\u0131na kadar, sigorta \u015firketlerinin %60&#8217;\u0131n\u0131n embedded insurance stratejilerini benimsemesi bekleniyor. Bu, g\u00f6m\u00fcl\u00fc sigortan\u0131n ne kadar yayg\u0131n ve standart bir uygulama haline gelece\u011fini g\u00f6steriyor\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/gartner-survey-finds-insurers-focus-will-shift-from-growing-revenue-to-improving-customer-experience-and-operational-efficiency-in-2023\" target=\"_blank\" rel=\"noopener noreferrer\">Gartner<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<li><strong>Affinity Programlar\u0131:<\/strong> Affinity programlar\u0131 arac\u0131l\u0131\u011f\u0131yla sunulan sigorta \u00fcr\u00fcnlerinin sat\u0131\u015flar\u0131n\u0131n %20 oran\u0131nda artmas\u0131 \u00f6ng\u00f6r\u00fcl\u00fcyor. Bu b\u00fcy\u00fcme, affinity programlar\u0131n\u0131n etkinli\u011fini ve m\u00fc\u015fteri sadakati \u00fczerindeki olumlu etkisini ortaya koyuyor\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/gartner-survey-finds-insurers-focus-will-shift-from-growing-revenue-to-improving-customer-experience-and-operational-efficiency-in-2023\" target=\"_blank\" rel=\"noopener noreferrer\">Gartner<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/li>\n<\/ul>\n<p><strong>T\u00fcrkiye Pazar\u0131 \u0130\u00e7in Beklentiler:<\/strong><\/p>\n<p><strong>T\u00fcrkiye&#8217;deki sigorta \u015firketlerinin ve brokerlerinin g\u00f6m\u00fcl\u00fc sigorta ve affinity programlar\u0131 konusunda daha fazla yat\u0131r\u0131m yapmas\u0131 ve bu alanlarda yeni \u00fcr\u00fcnler geli\u015ftirmesi bekleniyor.<\/strong><\/p>\n<p>Gartner&#8217;\u0131n 2023 raporuna g\u00f6re, sigorta sekt\u00f6r\u00fcnde dijitalle\u015fme ve m\u00fc\u015fteri deneyimi iyile\u015ftirmelerine yap\u0131lan yat\u0131r\u0131mlar artarak devam ediyor. Sigorta \u015firketlerinin %70&#8217;i, m\u00fc\u015fteri memnuniyetini art\u0131rmak ve operasyonel verimlili\u011fi y\u00fckseltmek amac\u0131yla dijital d\u00f6n\u00fc\u015f\u00fcm projelerine yat\u0131r\u0131m yapmay\u0131 planl\u0131yor\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/gartner-survey-finds-insurers-focus-will-shift-from-growing-revenue-to-improving-customer-experience-and-operational-efficiency-in-2023\" target=\"_blank\" rel=\"noopener noreferrer\">Gartner<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b. \u00d6zellikle g\u00f6m\u00fcl\u00fc sigorta \u00e7\u00f6z\u00fcmleri, sigorta \u015firketlerinin dijital kanallar \u00fczerinden m\u00fc\u015fterilere ula\u015fma yeteneklerini geli\u015ftiriyor. Deloitte&#8217;un ara\u015ft\u0131rmas\u0131na g\u00f6re, embedded insurance, 2030 y\u0131l\u0131na kadar ABD&#8217;de sat\u0131lan sigortalar\u0131n %30&#8217;unu olu\u015fturacak ve bu trendin T\u00fcrkiye pazar\u0131nda da benzer bir b\u00fcy\u00fcme potansiyeline sahip olmas\u0131 bekleniyor\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/financial-services\/financial-services-industry-predictions\/2023\/embedded-insurance.html\" target=\"_blank\" rel=\"noopener noreferrer\">Deloitte United States<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/p>\n<h4>B\u00fcy\u00fcme Potansiyeli<\/h4>\n<p><strong>\u00d6zellikle dijital platformlar \u00fczerinden sunulan sigorta \u00fcr\u00fcnleri, T\u00fcrkiye pazar\u0131nda \u00f6nemli bir b\u00fcy\u00fcme potansiyeline sahip olacak.<\/strong><\/p>\n<p>McKinsey&#8217;nin 2023 raporuna g\u00f6re, dijital kanallar \u00fczerinden sunulan sigorta \u00fcr\u00fcnleri, m\u00fc\u015fteri eri\u015fimini ve memnuniyetini art\u0131rma konusunda kritik bir rol oynuyor. Dijital platformlar, m\u00fc\u015fteri etkile\u015fimini %40 oran\u0131nda art\u0131rarak sigorta \u00fcr\u00fcnlerinin daha geni\u015f bir kitleye ula\u015fmas\u0131n\u0131 sa\u011fl\u0131yor\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www.mckinsey.com\/industries\/financial-services\/our-insights\/insurance\/elevating-customer-experience-a-win-win-for-insurers-and-customers\" target=\"_blank\" rel=\"noopener noreferrer\">McKinsey &amp; Company<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b. T\u00fcrkiye&#8217;de, e-ticaret ve dijital bankac\u0131l\u0131k kullan\u0131m\u0131n\u0131n h\u0131zla artmas\u0131yla birlikte, dijital sigorta \u00fcr\u00fcnlerine olan talep de paralel bir \u015fekilde y\u00fckseliyor. T\u00fcrkiye Sigorta Birli\u011fi&#8217;nin (TSB) verilerine g\u00f6re, dijital kanallar \u00fczerinden sunulan sigorta \u00fcr\u00fcnleri, 2022 y\u0131l\u0131nda %25 oran\u0131nda bir b\u00fcy\u00fcme kaydetti\u200b<span class=\"\" data-state=\"closed\"><span class=\"text-token-text-secondary\"> (<\/span><a class=\"text-green-600 !no-underline\" href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/financial-services\/financial-services-industry-predictions\/2023\/embedded-insurance.html\" target=\"_blank\" rel=\"noopener noreferrer\">Deloitte United States<\/a><span class=\"text-token-text-secondary\">)<\/span><\/span>\u200b.<\/p>\n<p>Embedded insurance ve affinity programlar\u0131, sigorta acenteleri ve brokerleri i\u00e7in b\u00fcy\u00fck f\u0131rsatlar sunuyor. M\u00fc\u015fteri memnuniyetini art\u0131rmak, yeni gelir kaynaklar\u0131 yaratmak ve pazarlama stratejilerini \u00e7e\u015fitlendirmek i\u00e7in bu y\u00f6ntemler olduk\u00e7a etkili. T\u00fcrkiye sigorta pazar\u0131 da bu d\u00f6n\u00fc\u015f\u00fcmden b\u00fcy\u00fck \u00f6l\u00e7\u00fcde faydalanabilir ve sekt\u00f6r\u00fcn b\u00fcy\u00fcmesine katk\u0131 sa\u011flayabilir.<\/p>\n<p>Bu konular\u0131 g\u00f6z \u00f6n\u00fcnde bulundurarak, sigorta acenteleri ve brokerleri olarak bu yeni trendleri takip etmeli ve stratejilerinizi bu do\u011frultuda \u015fekillendirmelisiniz. Unutmay\u0131n, m\u00fc\u015fteri memnuniyeti ve sadakati, sigorta sekt\u00f6r\u00fcnde ba\u015far\u0131n\u0131n anahtar\u0131d\u0131r.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bug\u00fcn sizlere sigorta sekt\u00f6r\u00fcnde \u00f6nemli bir de\u011fi\u015fim r\u00fczgar\u0131 estiren iki kavramdan bahsetmek istiyoruz: Embedded Insurance (g\u00f6m\u00fcl\u00fc sigorta) ve Affinity Programlar\u0131 (yak\u0131nl\u0131k programlar\u0131). Haz\u0131rsan\u0131z, gelin bu konular\u0131 daha yak\u0131ndan inceleyelim. Embedded Insurance (G\u00f6m\u00fcl\u00fc Sigorta) Nedir? G\u00f6m\u00fcl\u00fc sigorta, ad\u0131ndan da anla\u015f\u0131laca\u011f\u0131 \u00fczere, bir \u00fcr\u00fcn veya hizmetin i\u00e7ine entegre edilen sigorta poli\u00e7eleridir. D\u00fc\u015f\u00fcn\u00fcn ki, bir u\u00e7ak bileti sat\u0131n [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":340,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13],"tags":[],"class_list":["post-338","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-embedded-insurance"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>G\u00f6m\u00fcl\u00fc Sigorta ve Affinity Programlar\u0131n\u0131n \u00d6nemi - Tamamliyo Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.tamamliyo.com\/blog\/embedded-insurance-ve-affinity\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"G\u00f6m\u00fcl\u00fc Sigorta ve Affinity Programlar\u0131n\u0131n \u00d6nemi - Tamamliyo Blog\" \/>\n<meta property=\"og:description\" content=\"Bug\u00fcn sizlere sigorta sekt\u00f6r\u00fcnde \u00f6nemli bir de\u011fi\u015fim r\u00fczgar\u0131 estiren iki kavramdan bahsetmek istiyoruz: Embedded Insurance (g\u00f6m\u00fcl\u00fc sigorta) ve Affinity Programlar\u0131 (yak\u0131nl\u0131k programlar\u0131). Haz\u0131rsan\u0131z, gelin bu konular\u0131 daha yak\u0131ndan inceleyelim. Embedded Insurance (G\u00f6m\u00fcl\u00fc Sigorta) Nedir? G\u00f6m\u00fcl\u00fc sigorta, ad\u0131ndan da anla\u015f\u0131laca\u011f\u0131 \u00fczere, bir \u00fcr\u00fcn veya hizmetin i\u00e7ine entegre edilen sigorta poli\u00e7eleridir. 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