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Zaudētās mārketinga un klientu apkalpošanas iespējas (62)

Labs izmeklētājs pamana it kā nenozīmīgas detaļas, kas vēlāk kļūst par lietas visbūtiskākajiem faktoriem. Labs inženieris pamana kļūdas aprēķinos tad, kad plānotā būve ir vēl tikai projekta stadijā. Labs ārsts bieži vien var noteikt pacienta diagnozi uzreiz un ar medicīniskā aprīkojuma un pārbaužu palīdzību to apstiprina. Ļoti daudzās sfērās mēs labi zinām, ko sagaidām no laba speciālista. Un labam speciālistam piemītošās īpašības varētu reducēt līdz: rūpība, aizrautība, atbildība, uzmanība. Cik uzmanīgi un kādā virzienā lūkojas mārketinga speciālisti?

Pavisam nesen piedalījos kādā blogu konkursā, to rīkoja portāls, kura mērķauditorija ir topošās un esošās māmiņas. Konkursa sponsors bija viens no lielākajiem Latvijas bērnu preču veikaliem, un konkursa uzdevums bija iesūtīt rakstu par to, kā un pēc kādiem kritērijiem tika izvēlēti rati savam mazulim, kādi ir ratu plusi un mīnusi. Balva - dāvanu karte 20 LVL vērtībā. 

Mēs iegādājāmies savus ratus tieši šajā veikalā šī gada aprīlī. Jūlija sākumā pasaulē nāca mūsu dēls. Divas nedēļas palietojot ratus, pamanīju, ka priekšējai labajai riepai ir defekts: tā vienā vietā sliktāk pieguļ diskam un palēnām laiž ārā gaisu, līdz ar ko ratus visu laiku velk uz labo pusi. Sazinājos ar garantijas servisu, tā darbiniece bija ļoti izbrīnīta, kāpēc nepiezvanīju maija sākumā, uzreiz pēc ratu iegādes. Diemžēl nebiju iedomājusies pastaigāt ar ratiem bez bērna tajos dažas nedēļas, lai tos pārbaudītu :) Protams, ka ratu riteņi ir viena no tām detaļām, kas netiek remontētas vai mainītas garantijas ietvaros, kas man tika laipni paskaidrots, un man atlika tikai samierināties ar šo faktu.

Šobrīd esmu jau pieradusi pie tā, ka reizi nedēļā jāiegriežas kādā DUS un jāpiepumpē ratu riteņi. Tomēr bija interesanti, ko darīs šī uzņēmuma mārketinga speciālisti ar šādu situāciju, un es iesūtīju rakstu, kurā iekļauts arī mans stāsts par defektīvo riteni. Mans mērķis nebija konkursa balva, bija interesanti vērot, vai uzņēmums pamanīs manu vēstījumu un reaģēs uz to. Diemžēl nē. 

Kāds cits uzņēmums - viens no lielākajiem bērnu preču internetveikaliem - jau pusotru nedēļu neatbild man uz vairākkārt sūtītiem jautājumiem par preci un nav iespējams viņus sazvanīt. Esmu neizpratnē un nezinu, kā lai ar kādu no tā darbiniekiem vispār aprunājas? 

Mēs cenšamies panākt to, lai mūsu klienti runā ar mums, iesaistās dialogā. Izmantojam dažādus instrumentus - aptaujas, anketas, atsauksmju grāmatas u.c., lai iegūtu sev tik svarīgo informāciju no paša klienta. Vēlamies, lai klienti izsakās par situācijām, kurās tie nav ar kaut ko apmierināti, lai uzlabotu klientu apkalpošanas kvalitāti u.t.t. Cenšamies lasīt starp rindiņām. Kāpēc tad bieži vien ignorējam tiešu signālu? 

Mana pieredze aktīvajā pārdošanā uzskatāmi parāda, ka "individuāla attieksme" nedrīkst būt tikai tukši vārdi, jābūt arī saturam. Vislojālākie klienti ir tie, ar kuriem kopīgi atrisinātas no pirmā skatiena bezizejas situācijas, neskatoties uz to, ka daudz vienkāršāk būtu darījumu atcelt un aiziet katram uz savu pusi. Tieši vēlēšanās detalizēti izprast klienta situāciju un attieksmi un mērķtiecīga risinājuma meklēšana ir atslēga veiksmīgai darbībai. 

Pārdošanas, klientu apkalpošanas, mārketinga darbiniekiem ideālā situācijā būtu jāstrādā pēc principa "uzņēmuma reputācija = mana reputācija". Tikai tad iespējams uztvert maksimāli daudz klientu vēstījumu un rīkoties. Īpaši tas attiecas uz mārketinga un SA speciālistiem. Uzskatu, ka viņi ir pilnībā atbildīgi par sava uzņēmuma tēlu un komunikāciju.

Cik daudz mēs darām tikai formalitātes pēc? Cik reāli izmaksā nereaģēšana uz klienta uzsāktu sarunu? Cik prātīgi ir maksāt ar savu un sava uzņēmuma reputāciju? 

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Pilnīgi piekrītu par mūsu uzņēmēju netālredzību! :)

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Es Tevi, kā patērētāju un kā kvalitatīvā servisa piekritēju pilnībā atbalstu. Vēl vairāk, šīs uzņēmējs, pareizā scenārija gadījumā saņemtu pat vairāk. Divi piemēri: 1) Man ik pa laikam patīk savest kārtībā savus matus. Man ir iespēja to izdarīt pa 5 Eiro vai pa 20 Eiro. Es izmantoju otro variantu. Kapēc? Jo, ja godīgi, es neeju tur tikai griest matus - es eju tur izjust attieksmi. Savā ziņā tas ir tāds psiholoģiskais SPA. Un par to es esmu gatavs maksāt, pat pārmaksāt. 2) Vienā seminārā lektors stāstija, kā vienu dien atbraca uz viena ļoti pazīstama brenda viesnīcu un pie čekošanas izrādījās, ka viņš neesot piereģistrējies. Kaut gan lektors labi atceras, ka tā bija. Kļūda... Ko darija viesnīca? Itka kaut kāds cilvēks, kurš īsti tai viesnīcai daudz naudas nenesīs. Bet ir viens BET. Cilvēkam ļoti atvainojās un piedāvāja LUKSUS numuru ar skatu uz pilsētu. Vēl jo vairāk, tika apmaksātas pusdienas, dzīvošana. Ar to bija par maz, pats lielais menedžeris atnāca un gandrīz vai uz ceļiem lūdza piedošanu, kaut gan cilvēks sen jau atkusa. Kāpēc? Jo ja tā nenotiktu, šīs lektors padotu par šīs viesnīcas kvalitāti tālāk, desmitiem, simtiem cilvēku. Un to kvalitatīvs bizness vērtē augstu. Mūsu LV bizness to pagaidām nesaprot vai negrib saprast. Viņš (tas bizness) ir netālredzīgs un operē tikai ar šodienas notikumiem - pārdevām aizmirsām :)

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14.12.2013. 01:17
Sveiki! Iespējams, ka nē, taču, ņemot vērā šo uzņēmumu darbības specifiku, uzskatu, ka šajā gadījumā nav iespējams šķirot klientus pēc to vērtības, B2B sektorā to ir daudz vieglāk izdarīt. Attiecīgi paliek 2 varianti: vērtēt visus pircējus pietiekami augstu, lai ieguldītu tajos papildus resursus vai pretēji - nevērtēt nevienu tik augstu, lai to darītu. Vēl viena nianse: cik tad īsti manī varēja/vajadzēja ieguldīt, lai saglabātu labu reputāciju manās acīs? Īstenībā jau necik, aptuveni 5 minūtes laika lai uzrakstītu e-pasta vēstuli ar jauku atvainošanos, korektu paskaidrojumu par to, kādi ir garantijas nosacījumi un, piemēram, piešķirtu atlaidi nākamajam pirkumam. Situācija īsti līdz galam atrisināta tāpat netiktu, taču tiktu apmierinātas vismaz manas alkas pēc uzmanības. Par otru uzņēmumu pat nav ko īsti piebilst - elementāra atbildes sniegšana uz jautājumu par viņu piedāvātā produkta īpašībām nav uzskatāma par papildus resursiem. :) Prieks, ka kāds lasa :) Vajadzētu "izcelt gaismā" blogu sadaļu.

Max Miko

13.12.2013. 11:28
Laura, paldies par rakstu. Vai tavuprāt jebkuram no šīem uzņēmējiem tava kā pircēja vērtība ir pietiekami augsta, lai tevī ieguldītu papildus resursus?