{"id":8727,"date":"2021-06-17T10:32:54","date_gmt":"2021-06-17T08:32:54","guid":{"rendered":"https:\/\/greatpeopleinside.com\/ro\/?p=8727"},"modified":"2021-06-17T10:33:13","modified_gmt":"2021-06-17T08:33:13","slug":"experienta-clientilor-castiga-teren-dar-oare-o-masuram-corect","status":"publish","type":"post","link":"https:\/\/greatpeopleinside.com\/ro\/experienta-clientilor-castiga-teren-dar-oare-o-masuram-corect\/","title":{"rendered":"Experien\u021ba clien\u021bilor c\u00e2\u0219tig\u0103 teren. Dar oare o m\u0103sur\u0103m corect?"},"content":{"rendered":"\n

Chiar dac\u0103 experien\u021ba clien\u021bilor a devenit mainstream, exist\u0103 \u00eenc\u0103 multe polemici cu privire la modul \u00een care ar trebui m\u0103surat\u0103 aceasta.<\/p>\n\n\n\n

Marea majoritate a clien\u021bilor spun c\u0103 prefer\u0103 companiile care \u00eei trateaz\u0103 ca pe oameni, nu ca pe ni\u0219te cifre. Mai mult dec\u00e2t at\u00e2t – le plac companiile care vor s\u0103 \u00een\u021beleag\u0103 modul \u00een care ace\u0219tia le folosesc produsele \u0219i serviciile, potrivit unui studiu realizat recent de Salesforce.<\/p>\n\n\n\n

Datorit\u0103 cump\u0103r\u0103turilor online, nu mai este o surpriz\u0103 faptul c\u0103 clien\u021bii sunt din ce \u00een ce mai informa\u021bi cu privire la alternativele de care dispun atunci c\u00e2nd fac cump\u0103r\u0103turi \u0219i faptul c\u0103 ace\u0219tia nu mai sunt loiali unui singur brand.<\/p>\n\n\n\n

Brandurile pot cuceri consumatorii prin intermediul unei experien\u021be excelente a clien\u021bilor; acest lucru a \u00eenceput s\u0103 fie la ordinea zilei. Mai exact, personalizarea face diferen\u021ba, deoarece \u00eei determin\u0103 pe clien\u021bi s\u0103 se simt\u0103 \u00een\u021bele\u0219i pe m\u0103sur\u0103 ce nevoile lor unice sunt satisf\u0103cute.<\/p>\n\n\n\n

Dar chiar dac\u0103 experien\u021ba clien\u021bilor a devenit mainstream, exist\u0103 \u00eenc\u0103 multe polemici cu privire la modul \u00een care ar trebui m\u0103surat\u0103 aceasta. Dat fiind c\u00e2te m\u0103sur\u0103tori \u0219i c\u00e2te opinii diferite despre ce conteaz\u0103 cel mai mult exist\u0103 \u00een prezent, este cale lung\u0103 p\u00e2n\u0103 c\u00e2nd vom putea \u00eencepe s\u0103 \u00een\u021belegem \u0219i s\u0103 standardiz\u0103m acest concept.<\/p>\n\n\n\n

Un scurt istoric al m\u0103sur\u0103torilor CX<\/strong><\/h2>\n\n\n\n

\u00cenainte ca termenul \u201eexperien\u021ba clien\u021bilor\u201d s\u0103 fie la mod\u0103, a existat \u201efeedback-ul clien\u021bilor\u201d. \u00cencep\u00e2nd cu anii 1990, mai multe companii tehnologice au \u00eenceput s\u0103 abordeze feedback-ul clien\u021bilor; la momentul respectiv, domeniul era cunoscut sub denumirea de \u201emanagementul feedback-ului \u00eentreprinderii\u201d (EFM).<\/p>\n\n\n\n

Scorul de promovare net (NPS) a ap\u0103rut pentru prima oar\u0103 \u00eentr-un articol din 2003 publicat \u00een Harvard Business Review, intitulat \u201eSingura cifr\u0103 de care ai nevoie pentru a te dezvolta\u201d. Acest scor constituie \u00een continuare o m\u0103sur\u0103toare foarte uzual\u0103 pentru analiza experien\u021bei clien\u021bilor \u0219i aprecierea satisfac\u021biei acestora. Se calculeaz\u0103 \u00eentreb\u00e2nd clien\u021bii c\u00e2t de dispu\u0219i sunt ace\u0219tia s\u0103 recomande un produs, un serviciu sau un brand, pe o scar\u0103 de la 1 la 10.<\/p>\n\n\n\n

NPS nu a fost scutit de controverse. \u00cen 2019, Harvard Business Review a publicat un articol despre un studiu care a ar\u0103tat c\u0103, de multe ori, comportamentul clien\u021bilor nu se aliniaz\u0103 cu clasificarea NPS a acestora.<\/p>\n\n\n\n

\u00cen actuala er\u0103 CX (\u201eera clientului\u201d), \u00een care clientul este regele, companiile au numeroase moduri de a-\u0219i personaliza produsele \u0219i de a r\u0103spunde nevoilor clien\u021bilor; de la chatbo\u021bi AI la asisten\u021bi virtuali \u0219i de la date de analiz\u0103 VoC la instrumente de personalizare, brandurile \u00eencearc\u0103 s\u0103 fie la curent cu ce spun clien\u021bii lor \u0219i s\u0103 se adapteze nevoilor acestora.<\/p>\n\n\n\n

Dou\u0103 dintre cele mai populare m\u0103sur\u0103tori CX sunt Scorul de satisfac\u021bie a clien\u021bilor, care m\u0103soar\u0103 satisfac\u021bia general\u0103 a clien\u021bilor fa\u021b\u0103 de serviciul sau produsul primit, \u0219i Scorul de efort al clien\u021bilor, care m\u0103soar\u0103 c\u00e2t de u\u0219or le-a fost acestora s\u0103 interac\u021bioneze cu serviciul pe care \u00eel oferi.<\/p>\n\n\n\n

Totu\u0219i, lista nu se \u00eencheie aici. Mai exist\u0103 multe alte m\u0103sur\u0103tori. Scorul de s\u0103n\u0103tate al clien\u021bilor evalueaz\u0103 clien\u021bii pe baza probabilit\u0103\u021bii de generare a rezultatelor; Rata de pierdere a clien\u021bilor m\u0103soar\u0103 rata cu care clien\u021bii renun\u021b\u0103 la a interac\u021biona cu compania ta; de asemenea Rata de re\u00eennoire a clien\u021bilor (c\u00e2\u021bi clien\u021bi au anulat un serviciu vs. c\u00e2\u021bi nu l-au anulat) \u00ee\u021bi poate sugera calitatea experien\u021bei clien\u021bilor t\u0103i.<\/p>\n\n\n\n

Importan\u021ba standardiz\u0103rii<\/strong><\/h2>\n\n\n\n

Dac\u0103 ai aduna un grup de exper\u021bi CX \u0219i i-ai \u00eentreba: \u201eCare este m\u0103sur\u0103tarea CX preferat\u0103?\u201d, ai primi un r\u0103spuns diferit de la fiecare dintre ei. CXBuzz, un site de \u0219tiri despre experien\u021ba clien\u021bilor, a f\u0103cut exact acest lucru \u0219i a adunat r\u0103spunsurile de la 12 lideri din industrie.<\/p>\n\n\n\n

Unii aleg s\u0103 fie mai conservatori dec\u00e2t al\u021bii; mul\u021bi spun c\u0103 nu ajunge o singur\u0103 m\u0103sur\u0103toare, prefer\u00e2nd o combina\u021bie a mai multe astfel de m\u0103sur\u0103tori. Al\u021bii trec cu vederea m\u0103sur\u0103torile men\u021bionate mai sus: \u201eProfitul\u201d, spune unul dintre ei, este cea mai bun\u0103 modalitate de a m\u0103sura experien\u021ba clien\u021bilor; restul sunt \u201edoar ni\u0219te indicatori.\u201d<\/p>\n\n\n\n

At\u00e2ta timp c\u00e2t fiecare companie m\u0103soar\u0103 experien\u021ba clien\u021bilor diferit, aceast\u0103 sintagm\u0103 va r\u0103m\u00e2ne mult prea vag\u0103, \u00eensemn\u00e2nd altceva pentru fiecare. Avem nevoie de standarde.<\/p>\n\n\n\n

\u201eStandardele le ofer\u0103 oamenilor \u0219i organiza\u021biilor o baz\u0103 pentru \u00een\u021belegerea reciproc\u0103 \u0219i sunt utilizate ca instrumente care s\u0103 faciliteze comunicarea, m\u0103surarea, comer\u021bul \u0219i produc\u021bia\u201d, potrivit site-ului web al Comitetului European pentru Standardizare (CEN). Standardele ofer\u0103 o norm\u0103 stabilit\u0103, un cadru, un set de reguli.<\/p>\n\n\n\n

Nu exist\u0103 o singur\u0103 m\u0103sur\u0103 pentru to\u021bi, este adev\u0103rat. Dar majoritatea industriilor au tins c\u0103tre standardizare \u00een trecut. Poate c\u0103 este timpul ca industria experien\u021bei clien\u021bilor s\u0103 elaboreze un set de standarde \u0219i m\u0103sur\u0103tori comune la care s\u0103 apel\u0103m cu to\u021bii.<\/p>\n\n\n\n

Platforma Great People Inside<\/strong><\/a> le ofer\u0103, \u0219i pe timp de criz\u0103, organiza\u021biilor posibilitatea de a gestiona \u0219i de a-\u0219i structura opera\u021biunile de HR \u00een procese precum managementul schimb\u0103rii, managementul carierei precum \u0219i dezvoltarea liderilor \u00eentr-un mediu VUCA. Pe baza sugestiilor de training din rapoarte, productivitatea, nivelul de engagement, managementul timpului precum \u0219i planurile de dezvoltare ale angaja\u021bilor pot fi \u00eembun\u0103t\u0103\u021bite considerabil, online \u0219i \u00eentr-un timp scurt.<\/p>\n\n\n\n

Contacta\u021bi-ne pentru a afla cum v\u0103 putem ajuta!<\/strong><\/p>\n\n\n\n

\"Aceast\u0103<\/a><\/figure>\n\n\n\n

Sursa: entrepreneur.com<\/p>\n","protected":false},"excerpt":{"rendered":"

Chiar dac\u0103 experien\u021ba clien\u021bilor a devenit mainstream, exist\u0103 \u00eenc\u0103 multe polemici cu privire la modul \u00een care ar trebui m\u0103surat\u0103 aceasta. Marea majoritate a clien\u021bilor spun c\u0103 prefer\u0103 companiile care \u00eei trateaz\u0103 ca pe oameni, nu ca pe ni\u0219te cifre. Mai mult dec\u00e2t at\u00e2t – le plac companiile care vor s\u0103 \u00een\u021beleag\u0103 modul \u00een care […]<\/p>\n","protected":false},"author":1,"featured_media":8728,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[219],"tags":[257,267,268,95,64],"jetpack_featured_media_url":"https:\/\/greatpeopleinside.com\/ro\/wp-content\/uploads\/2021\/06\/experienta-clientilor.png","yoast_head":"\nExperien\u021ba clien\u021bilor c\u00e2\u0219tig\u0103 teren. 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