3. EXPERIENŢĂ s. 1. practică, rutină, (înv.) ispită; (Cunoaște ceva
din ~.)
PASIUNE s. 1. entuziasm 2. patimă 3. sentiment, patos, simț. 4.
slăbiciune. 5. nărav, viciu
DESIGN s. n. Domeniu multidisciplinar interesat de ansamblul
factorilor care contribuie la funţionarea, aspectul și calitatea
produsului.
9. Ce vor clientii?
Sa ne facem temele
Simplitate, de la cap la coada
Accesibilitate. Insist, clientii cer prioritate!
Solutii pentru problemele lor unice
Loialitate. Nu a lor, a noastra!
RES-PON-SA-BI-LI-TA-TE!
10. Mai vor ceva:
SA VORBIM PE LIMBA LOR!
Whatta
#@^& !?
10
10
11. Stiati ca...?
Nu toti clientii sunt la fel
de importanti?
80% Clienti, 20% venituri
Nu toate nevoile sunt
15% Clienti, 30% Venituri critice?
Nu toate touch-point-urile
4% Clienti, 25% Venituri
sunt esentiale?
1% Clienti Nu toate procesele la fel de
25% Venituri importante?
Sursa:
15. “Ma preocupa in primul rand
angajatii; in al doilea rand
clientii. Abia in al treilea rand
actionarii.”
Richard Branson
OAMENI
[motivatie]
16. “E o bifa in sistem care nu imi permite sa va deblochez”
“Nu e vina noastra, e vina curierului”
“Probabil nu a “Problemele de genul asta se rezolva
ajuns doar in centrala...”
solicitarea “Daca nu va convine, e
“Pentru chestiuni de facturi, mergeti in
dumneavoastra la treaba dumneavoastra... E o
sediul nostru din Piata Unirii” tara libera”
financiar...”
“Imi pare rau, nu stiu sa va spun, “Pentru reconectare trebuie
serviciul a fost lansat abia acum o luna!” sa va programati. Dureaza
intre 72 de ore si doua
“Chiar daca pare complicat de montat,
saptamani.”
sa stiti ca in cateva ore va prindeti
singur”
“Nu am mai avut rata, asa ca v-am adus curcan ;) ”
19. DESIGN
[procese]
”In limbajul celor mai multi oameni, design
inseamna „furnir”… Pentru mine insa, nimic nu ar
putea fi mai presus de design. Design-ul este miezul
creatiei umane.”
Steve Jobs 19
Managementul experientei clientilor este o strategie in sine.
1. Preparation Customers want you to do your homework before talking with them. They resent it when you ask questions that can easily be answered by a few minutes on the Web. Wrong: "And your VP of manufacturing is who?" Right: "How are purchasing decisions made between the manufacturing and engineering group?" 2. Simplicity Customers, like everyone else, must cope with the complexities of business. They want you to make what you're selling simple but without being simplistic. Wrong: "Salesforce.com, the enterprise cloud computing company, today announced new next generation social analytics for the Marketing Cloud. With the expanded Marketing Cloud ecosystem, which now includes 20 industry leading social analytics vendors, companies are able to make better business decisions based on the massive amounts of social media data created every day, all from a single dashboard." (BTW, this is a real example, selected pretty much at random.) Right: "We make it easier to find sales prospects on the web by gathering the results from multiple social media searches into a single convenient place." 3. Creativity Customers already have ideas on how to solve their problems and create their opportunities. They want you to surface new ideas that won't turn up during in-house discussions. Wrong: "We can address your list of requirements." Right: "Have you considered an alliance that might let you outsource that function?" 4. Loyalty Customers are risking their companies and careers by doing business with you. They therefore want you to represent THEIR interests and not just those of your company. Wrong: "Is there any reason why you wouldn't buy from us?" (Move to the close.) Right: "If you're not 100% certain this is a good idea, then we should reassess the situation together." 5. Accessibility Customers want to know they're a priority and that you'll get back to them immediately if they have a problem. If you don't, they conclude they're not important to you. Wrong: (recording) "I'm out of the office for a few days. Leave a message and I'll get back to you when I return." Right: (recording) "If this is important, please text me at [number]. Otherwise leave a message." 6. Accountability Customers don't want you to pass the buck to anybody else in your company. If they're going to work with you, they want your skin in the game. Wrong: "You'll have to take that up with the sale support team." Right: "I will call the sales support team right now and have them give your problem immediate attention."
Commodity Support in viata Emotie Recunoastere sociala Are our most profitable customers those who have the most reason to be dissatisfied with you? Do we have rules we want customers to break because doing so generates profits? Do we make it difficult for customers to understand or abide by our rules and do we actually help customer break them? Do we depend on contracts to prevent customers from defecting?
HBR, Customer communities
Reliabiliy & Delight
Cartografierea scenariilor, conform tiparelor de consum (obiceiuri si preferinte) este un pas cheie. De retinut: nu e o singura harta!
Daca am vrea sa implementam un program de MEC ... Depinde de modul in care se iau decizii...
Incepeti cu lucrurie de baza . Lucrurile marunte conteaza. Emotie si ratiune Calatoria: “ inainte “, “in timpul” si “ dupa “ .
Managementul experientei clientilor este o strategie in sine.
Managementul experientei clientilor este o strategie in sine.
