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Pois bem, o tema da batota está sempre presente na minha mente e foi nele que pensei ao ler estes trechos de Kaj Storbacka e Jarmo Lehtinen em "Customer Relationship Managenent":
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"Customer share can be improved by increasing the depth or breadth of customer relationships. When relatioship depth is increased, the customer is encouraged to concentrate his purchases to one company. Concentrating purchases can be encouraged in two ways. One involves creating benefits related to resource exchange for the customer, who then brings his business to a certain provider. … The second way is to have such a good understanding of the customer’s value creation process that the points in the process where a company product would be suitable for the customer can be identified, and this product can be made easily available. In other words, it is important to determine at what point in value creation processes a company’s product would be interesting to customers.
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When a provider develops relationship breath, it should offer the customer additional product components that fit the relationship.
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Every relationship is made up of different types of encounters. The encounters may aldo involve different types of activities. To effectively manage a relationship, it is essential to define the possible types of encounters the relationshio will encompass.
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After the relationship has been analyzed, the kinds of encounters that it will give rise to are recorded. This needs to be done since every relationship is different: different customers require different kinds of encounters.
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Managing encounters (Moi ici: Este "managing encounters" é a batota de que falo) is an operational issue. The aim is to make encounters as efficient as possible and make them generate value.
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The value of customer relationships resides in relationship activities, i.e. in the details. Managing the details of a script may sometimes feel like a waste of time, but if the aim is a long-term relationship, the significance of the details increases."
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Há tanto por fazer a este nível...
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Na semana passada, por exemplo, desvio-me da A25 em Mangualde para comprar um frango de churrasco no Pingo Doce de Mangualde:
- Às 19h20 não há frangos de churrasco, só daí a 15 minutos ... então, quando é que vão vender? (não há o produto)
- As funcionárias estão mais interessadas em conversar entre elas do que em servir os clientes (o serviço deixa a desejar)
- Para levar uma embalagem de arroz de pato para quatro, sem ninguém à frente na fila devo ter demorado 20 minutos (o tempo do cliente é demasiado precioso)
1 comentário:
http://www.forbes.com/sites/carminegallo/2012/09/27/the-five-steps-apple-store-salespeople-take-to-sell-you-an-iphone-5/
http://www.atkearney.com/financial-institutions/ideas-insights/article/-/asset_publisher/LCcgOeS4t85g/content/how-to-create-an-entirely-different-iated-customer-experience/10192
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