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شنبه, 15 فروردين 1394 ساعت 00:00

بیشتر نگران مشتریانتان باشید تا نگران رقبایتان مطلب ویژه

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ما در دنیایی زندگی می کنیم که مشخصه اش وفور کالاها و خدمات است. در واقع تقریبا هر کالایی بیش از حد نیاز در دسترس است . انواع بی شماری از خودرو و برند در اختیار خریداران است که از میانشان انتخاب کنند، انواع فراوانی برند گوشی موبای در اختیار خریداران است، حتی مسکن سازها هم می توانند از میان محصولات کارخانه های فولاد و سیمان بسیاری انتخاب کنند . اکنون کمبود کالا نداریم، بلکه در اقتصاد مازاد به سر می بریم. اینجا تنها یک چیز عرضه اش کم است: مشتری.

بنابراین، مشتری در مرکز مبارزه ما قرار دارد. چگونه برای به دست آوردن مشتری مبارزه کنیم ، او را برنده شویم و حفظش کنیم؟

چون هزینه از دست دادن مشتری و جایگزینی او بسیار بالاست، اولین و مهم ترین کار این است که یاد بگیریم چگونه متشری ها را حفظ کنیم . جان گودمن از شرکت تارپ، یکی از متخصصان پیشگام در عوامل رضایتمندی مشتری، در زمان بررسی جنرال موتورز دریافت که این شرکت برای جذب مشتری جدید در مقایسه با حفظ مشتری موجود باید پنج برابر بیشتر هزینه کند. او تخمین زد که این امر برای موقعیت های تجاری - تجاری ممکن است بیست و تا پنجاه برابر بیشتر هزینه داشته باشد. دقیقا به همین دلیل نیاز داریم مشتریان از ما راضی باشند و به سوی ما بازگردند. هر چند، حتی راضی کردن آن ها هم تضمین نمی کند، زمانی که پیشنهاد بهتری دریافت کردند، مارا ترک نکنند. در واقع ما می خواهیم آن ها را خوشحال کنیم و آن ها را به هواداران و طرفدارانی تبدیل کنیم که به دیگران بگویند محصولات و خدمات ما چقدر خوب است. اما چگونه باید این کار را انجام دهیم؟ 

به دنبال این افکار دریافت های دیگری می آید : شرکت ما تنها شرکتی نیست که مشتریانمان را تحت تاثیر قرار میدهد. مشتریان ما تحت تاثیر کارمندان، تامین کنندگان، توزیع کنندگان، خورده فروشان، کارگزاران و تبلیغات شفاهی هستند. بنابراین ، چگونه باید مطمئن شویم که این شرکای سهامدار دارند کار خودشان را درست انجام می دهند؟

ما در بررسی مسیر رشد « مشتریان متعهد» این سوالات را مطرح می کنیم:

1- کدام مشتری ها- و کدام نیازهای آنان- را می خواهید راضی نگاه دارید؟

2- مشتری برای متعهد تر و وفادارتر شدن ممکن است چه مراحلی را طی کند؟

3- برای ارتقا تاثیر کارمندانمان بر رضایت مشتری چه می توانیم انجام بدهیم؟

4- برای ارتقا عملکرد دیگر سهامدارانمان چه  می توانیم انجام بدهیم؟

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