{"id":825,"date":"2020-01-30T01:21:32","date_gmt":"2020-01-30T01:21:32","guid":{"rendered":"https:\/\/news.sap.com\/poland\/?p=825"},"modified":"2024-02-09T18:37:19","modified_gmt":"2024-02-09T18:37:19","slug":"obsluga-klienta-jest-definiujacym-momentem-w-doswiadczeniach-zakupowych-wynika-z-raportu-sap","status":"publish","type":"post","link":"https:\/\/news.sap.com\/poland\/2020\/01\/obsluga-klienta-jest-definiujacym-momentem-w-doswiadczeniach-zakupowych-wynika-z-raportu-sap\/","title":{"rendered":"Obs\u0142uga klienta jest &#8222;definiuj\u0105cym momentem&#8221; w do\u015bwiadczeniach zakupowych, wynika z raportu SAP"},"content":{"rendered":"<div class=\"pr-story--element-space\">\n<div class=\"pr-story-paragraph\">\n<div>\n<div class=\"pr-story--element-space\">\n<div class=\"pr-story-lead\">\n<p class=\"pr-story--lead-sans\"><strong>Wed\u0142ug badania przeprowadzonego przez Qualtrics, \u015bwiatowego pioniera w dziedzinie zarz\u0105dzania do\u015bwiadczeniem klient\u00f3w, kt\u00f3ry w zesz\u0142ym roku zosta\u0142 zakupiony przez SAP, 85 proc. kupuj\u0105cych uzna\u0142o doskona\u0142\u0105 obs\u0142ug\u0119 klienta za najwa\u017cniejszy czynnik definiuj\u0105cy do\u015bwiadczenie zwi\u0105zane z zakupami.<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"pr-story--text\">81 procent ankietowanych stwierdzi\u0142o, \u017ce oczekuje, i\u017c marki b\u0119d\u0105 wykracza\u0107 poza dotychczas przyj\u0119te standardy tworz\u0105c swoje oferty i planuj\u0105c promocje. Wychodz\u0105c naprzeciw oczekiwaniom konsument\u00f3w, marki musz\u0105 analizowa\u0107 dane dotycz\u0105ce potrzeb i zachowa\u0144 klient\u00f3w, aby stworzy\u0107 zr\u00f3wnowa\u017con\u0105 strategi\u0119 personalizacji do\u015bwiadcze\u0144 w preferowanych przez kupuj\u0105cych kana\u0142ach.<\/div>\n<\/div>\n<\/div>\n<div class=\"pr-story--element-space\">\n<div class=\"pr-story--quote pr-story--quote--space\">\n<div>\n<blockquote>\n<p class=\"pr-story--quote pr-font--condensed\">Umiej\u0119tne definiowanie i podejmowanie w\u0142a\u015bciwych dzia\u0142a\u0144 w kluczowych momentach cyklu zakupowego decyduje o utrzymaniu d\u0142ugoterminowych relacji firm z rosn\u0105cym gronem lojalnych klient\u00f3w. Wiele marek przegapia te momenty, czego rezultatem s\u0105 istotne r\u00f3\u017cnice pomi\u0119dzy oczekiwaniami i do\u015bwiadczeniami konsument\u00f3w, nazywane cz\u0119sto terminem \u201eexperience gap\u201d &#8211; Joanna Kosiorek, SAP Customer Experience Marketing Manager, CEE MU<\/p>\n<\/blockquote>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"pr-story--element-space\">\n<div class=\"pr-story-paragraph\">\n<div class=\"pr-story--text\">Z bada\u0144 Qualitrcs wynika, \u017ce:<\/div>\n<\/div>\n<\/div>\n<div class=\"pr-story--element-space\">\n<div class=\"pr-story-list\">\n<ul>\n<li class=\"margin-bottom--base\">\n<div class=\"flex\">\n<div class=\"pr-story-list-item pr-story--text\">75 procent konsument\u00f3w ma wysokie oczekiwania co do zakup\u00f3w w Internecie, ale tylko 63 procent uwa\u017ca, \u017ce marki s\u0105 dobrze przygotowane na obs\u0142ug\u0119 klient\u00f3w e-commerce,<\/div>\n<\/div>\n<\/li>\n<li class=\"margin-bottom--base\">\n<div class=\"flex\">\n<div class=\"pr-story-list-item pr-story--text\">73 procent konsument\u00f3w oczekuje, \u017ce marki b\u0119d\u0105 zachowywa\u0107 najwy\u017csze standardy dotycz\u0105ce dostawy i odbioru towaru, podczas gdy tylko 59 procent uwa\u017ca, \u017ce marki osi\u0105gaj\u0105 dobre wyniki w tym zakresie,<\/div>\n<\/div>\n<\/li>\n<li class=\"margin-bottom--base\">\n<div class=\"flex\">\n<div class=\"pr-story-list-item pr-story--text\">57 procent konsument\u00f3w oczekuje zaoferowania im uczestnictwa w programach nagrodowych i lojalno\u015bciowych w ramach og\u00f3lnego do\u015bwiadczenia zakupowego, a tylko 47 procent marek spe\u0142nia te oczekiwania.<\/div>\n<\/div>\n<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div class=\"pr-story--element-space\">\n<div class=\"pr-story-paragraph\">\n<div class=\"pr-story--text\">Aby wype\u0142ni\u0107 te braki i sprosta\u0107 wymaganiom konsument\u00f3w, marki powinny zaplanowa\u0107 i wdro\u017cy\u0107 nowe oraz ulepszone strategie zarz\u0105dzania do\u015bwiadczeniami klient\u00f3w. Firmy, kt\u00f3re zdobywaj\u0105 serca i portfele kupuj\u0105cych prowadz\u0105 szeroko zakrojone dzia\u0142ania analityczne i na podstawie zebranych spostrze\u017ce\u0144 tworz\u0105 nowe plany dzia\u0142ania.<\/div>\n<\/div>\n<\/div>\n<div class=\"pr-story--element-space\">\n<div class=\"pr-story--quote pr-story--quote--space\">\n<div>\n<blockquote>\n<p class=\"pr-story--quote pr-font--condensed\">Zrozumienie tego, co sk\u0142ada si\u0119 na idealne do\u015bwiadczenie zakupowe konsumenta daje markom przewag\u0119 konkurencyjn\u0105. Wed\u0142ug wskaza\u0144 respondent\u00f3w badania Qualtrics, to znakomita obs\u0142uga jest najwa\u017cniejszym w ca\u0142ym procesie zakupowym czynnikiem, decyduj\u0105cym o zadowoleniu klienta. Detali\u015bci powinni robi\u0107 wszystko, by sprosta\u0107 temu oczekiwaniu, oferuj\u0105c m.in. spersonalizowane i dopasowane do kontekstu zakupowego do\u015bwiadczenia &#8211; Joanna Kosiorek, SAP Customer Experience Marketing Manager, CEE MU<\/p>\n<\/blockquote>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"pr-story--element-space\">\n<div class=\"pr-story-paragraph\">\n<div class=\"pr-story--text\">Opisane wy\u017cej wyniki s\u0105 cz\u0119\u015bci\u0105 badania\u00a0<a title=\"\" href=\"https:\/\/www.sap.com\/documents\/2020\/01\/f861b5ef-7d7d-0010-87a3-c30de2ffd8ff.html\" target=\"_blank\" rel=\"noopener\">SAP Fashion Index<\/a>\u00a0przeprowadzonego przez Qualtrics. W ankiecie wzi\u0119\u0142o udzia\u0142 5 000 konsument\u00f3w, kt\u00f3rych pytano o ich postrzeganie marek modowych i ich og\u00f3lne zachowania zakupowe.<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Wed\u0142ug badania przeprowadzonego przez Qualtrics, \u015bwiatowego pioniera w dziedzinie zarz\u0105dzania do\u015bwiadczeniem klient\u00f3w, kt\u00f3ry w zesz\u0142ym roku zosta\u0142 zakupiony przez SAP, 85 proc. kupuj\u0105cych uzna\u0142o doskona\u0142\u0105&#8230;<\/p>\n","protected":false},"author":863,"featured_media":2133,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"related_posts":[],"footnotes":"","_links_to":"","_links_to_target":""},"categories":[4533282,5567138],"tags":[5567193,5567401,5567402,5566943,47,5567403,5567222],"sapn-display":[5567129,4532314,5567127],"sapn-type":[4448],"class_list":["post-825","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branze","category-crm-i-customer-experience","tag-customer-experience","tag-doswiadczenie-zakupowe","tag-konsument","tag-qualtrics","tag-sap","tag-sap-fashion-index","tag-zakupy","sapn-display-prasowa-hero","sapn-display-topic-hero","sapn-display-prasowa-spotlight","sapn-type-newsbyte"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Obs\u0142uga klienta jest &quot;definiuj\u0105cym momentem&quot; 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