{"id":930,"date":"2021-05-14T12:54:50","date_gmt":"2021-05-14T12:54:50","guid":{"rendered":"https:\/\/news.sap.com\/poland\/?p=930"},"modified":"2024-02-09T18:35:58","modified_gmt":"2024-02-09T18:35:58","slug":"klient-jak-superbohater","status":"publish","type":"post","link":"https:\/\/news.sap.com\/poland\/2021\/05\/klient-jak-superbohater\/","title":{"rendered":"Klient jak superbohater"},"content":{"rendered":"
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93 proc. kadry zarz\u0105dzaj\u0105cej spodziewa si\u0119 zmiany w zachowaniu konsument\u00f3w \u2013 wynika z danych Kantar. Spe\u0142nianie oczekiwa\u0144 klient\u00f3w ju\u017c nie wystarcza. W dzisiejszym \u015bwiecie nale\u017cy je wyprzedza\u0107, koncentruj\u0105c si\u0119 na dostarczaniu pozytywnych do\u015bwiadcze\u0144 i emocji. Firmy, kt\u00f3re znaj\u0105 i rozumiej\u0105 swoich klient\u00f3w, odnotowuj\u0105 wzrosty i zwi\u0119kszaj\u0105 przychody.<\/strong><\/p>\n<\/div>\n<\/div>\n

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Wprowadzenie g\u0142osu klient\u00f3w (ang. Voice of Customer) do organizacji i umieszczenie CX w centrum cyfrowej transformacji to droga do zwyci\u0119stwa \u2013 taki wniosek p\u0142ynie z konferencji SAP Customer Experience Summit. Wed\u0142ug badania Kantar, 56 proc. konsument\u00f3w odczuwa obawy zwi\u0105zane z obecn\u0105 sytuacj\u0105, a ponad 75 proc. zauwa\u017cy\u0142o jej wp\u0142yw na bud\u017cet domowy. Jak przyznaje\u00a0dr Susanne O’Gorman<\/strong>\u00a0z firmy\u00a0Kantar<\/strong>, w takich sytuacjach ludzie znacznie baczniej przygl\u0105daj\u0105 si\u0119 swoim zakupom \u2013 zar\u00f3wno cenie, jak i warto\u015bci, jaka p\u0142ynie za nabyciem danego produktu. St\u0105d firmy coraz intensywniej wdra\u017caj\u0105 model klientocentryczny oraz cyfrowe technologie pozwalaj\u0105ce skuteczniej zarz\u0105dza\u0107 do\u015bwiadczeniem i \u015bcie\u017ck\u0105 zakupow\u0105 klienta.<\/div>\n<\/div>\n<\/div>\n
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Wed\u0142ug analiz\u00a0McKinsey & Company<\/a>, pandemia przyspieszy\u0142a transformacj\u0119 cyfrow\u0105 o 25 proc. Jak zaznacza\u00a0Lud\u011bk Moty\u010dka, Head of Marketing, Central & Eastern Europe w Google<\/strong> korzystanie z internetu w okresie pandemii zwi\u0119kszy\u0142o si\u0119 o 60 proc. w por\u00f3wnaniu do okresu sprzed kryzysu. Z kolei handel internetowy wzr\u00f3s\u0142 trzykrotnie.<\/div>\n<\/div>\n<\/div>\n
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Mamy do czynienia z rewolucj\u0105 w obszarze customer experience i zarz\u0105dzania komunikacj\u0105 z klientami. Pandemia zmieni\u0142a nawyki zakupowe konsument\u00f3w. Dzi\u0119ki cyfrowym rozwi\u0105zaniom firmy mog\u0105 dopasowywa\u0107 si\u0119 do tych zmian i dociera\u0107 do r\u00f3\u017cnych grup klient\u00f3w, dostarczaj\u0105c im nowych do\u015bwiadcze\u0144 i emocji. To w\u0142a\u015bnie takie czynniki jak: dostosowanie si\u0119 do tempa rozwoju rynku, wykorzystanie big data i zapewnienie klientom spersonalizowanej obs\u0142ugi opartej na ich faktycznych potrzebach oraz wzajemnym zaanga\u017cowaniu b\u0119d\u0105 warunkowa\u0107 przysz\u0142o\u015b\u0107 wielu biznes\u00f3w – Edyta Malesza-Malatrat, dyrektor marketingu SAP w regionie Europy \u015arodkowej i Wschodniej oraz Austrii<\/p>\n<\/blockquote>\n<\/div>\n<\/div>\n<\/div>\n

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Idzie nowe<\/h3>\n<\/div>\n<\/div>\n
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Wed\u0142ug analiz\u00a0McKinsey & Company<\/a>\u00a0rozmiar skoku cywilizacyjnego w zakresie cyfryzacji mo\u017cna por\u00f3wna\u0107 do pi\u0119cioletniego tempa rozwoju. Jak t\u0142umaczy\u0142 podczas SAP Customer Experience Summit\u00a0Miko\u0142aj Wezdecki, dyrektor e-commerce w eobuwie.pl<\/strong>, pandemia pozwoli\u0142a odkry\u0107 tak\u017ce now\u0105 grup\u0119 klient\u00f3w 50+, kt\u00f3ra z uwagi na sytuacj\u0119 epidemiologiczn\u0105 musia\u0142a rozpocz\u0105\u0107 swoj\u0105 podr\u00f3\u017c po \u015bwiecie handlu internetowego.<\/div>\n<\/div>\n<\/div>\n
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Zupe\u0142nie nieznane dot\u0105d wyzwania stan\u0119\u0142y tak\u017ce przed firm\u0105 Adidas Runtastic, opracowuj\u0105c\u0105 aplikacje i us\u0142ugi do \u015bledzenia aktywno\u015bci sportowych. Jej model biznesowy opiera si\u0119 g\u0142\u00f3wnie na anga\u017cowaniu i byciu kompanem klient\u00f3w w ich wyzwaniach w \u015bwiecie fitness. W zwi\u0105zku z zamkni\u0119tymi o\u015brodkami sportowymi podczas pandemii, marka umo\u017cliwi\u0142a darmowy, 90-dniowy dost\u0119p do konta premium, by u\u017cytkownicy mogli zbiera\u0107 do\u015bwiadczenia podobne do tych sprzed \u015bwiatowego kryzysu zdrowotnego. W kolejnych miesi\u0105cach firma chce po\u0142o\u017cy\u0107 nacisk na dalsze interakcje z u\u017cytkownikami w czasie rzeczywistym i personalizacj\u0119 chocia\u017cby poprzez wi\u0119ksz\u0105 dywersyfikacj\u0119 komunikat\u00f3w kierowanych do os\u00f3b na poszczeg\u00f3lnych etapach treningu. Przy realizacji podej\u015bcia mobile-first Adidas Runtastic wykorzystuje nale\u017c\u0105c\u0105 do portfolio SAP Customer Experience technologi\u0119 mobiln\u0105 Emarsys. Ta umo\u017cliwia firmom skuteczniejsze i bardziej osobiste anga\u017cowanie si\u0119 w relacje z klientami.<\/div>\n<\/div>\n<\/div>\n
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To w\u0142a\u015bnie proste w u\u017cyciu narz\u0119dzia i pozytywne do\u015bwiadczenia s\u0105 zar\u00f3wno fundamentem do budowania relacji z klientem, jak i spoiwem wi\u0105\u017c\u0105cym t\u0119 relacj\u0119 na lata. Podstaw\u0105 strategii customer experience powinny by\u0107 dzia\u0142ania, kt\u00f3re pozwalaj\u0105 uczyni\u0107 z klient\u00f3w bohater\u00f3w i stawiaj\u0105 ich potrzeby oraz wymagania na pierwszym miejscu. Dotyczy to nie tylko zaanga\u017cowania i obs\u0142ugi poprzedzaj\u0105cej zakup produktu, ale tak\u017ce, a mo\u017ce przede wszystkim, us\u0142ugi posprzeda\u017cowej, dzi\u0119ki kt\u00f3rej klient b\u0119dzie chcia\u0142 do nas wraca\u0107. By wyr\u00f3\u017cni\u0107 si\u0119 na mocno zat\u0142oczonym rynku, firmy musz\u0105 wykracza\u0107 daleko poza podstawowe zrozumienie swoich klient\u00f3w. Powinny ich naprawd\u0119 pozna\u0107 i zdoby\u0107 ich zaufanie, nie poprzestaj\u0105c na sprostaniu oczekiwaniom, ale je wyprzedzaj\u0105c – Joanna Kosiorek, SAP Customer Experience Marketing Manager w regionie Europy \u015arodkowej i Wschodniej<\/p>\n<\/blockquote>\n<\/div>\n<\/div>\n<\/div>\n

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Jak podsumowano podczas SAP Customer Experience Summit w customer experience nie chodzi tylko o to, by klient by\u0142 zadowolony, ale by \u015bwiadomie zarz\u0105dza\u0107 jego do\u015bwiadczeniami, daj\u0105c dodatkow\u0105 warto\u015b\u0107.<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

93 proc. kadry zarz\u0105dzaj\u0105cej spodziewa si\u0119 zmiany w zachowaniu konsument\u00f3w \u2013 wynika z danych Kantar. Spe\u0142nianie oczekiwa\u0144 klient\u00f3w ju\u017c nie wystarcza. W dzisiejszym \u015bwiecie nale\u017cy…<\/p>\n","protected":false},"author":863,"featured_media":1987,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"related_posts":[],"footnotes":"","_links_to":"","_links_to_target":""},"categories":[4533504,5567138,5567414,4532977],"tags":[5567308,5567193,5567298,5567309,5567307,47,5567306,5567310],"sapn-display":[5567129,4532314,5567127],"sapn-type":[4448],"class_list":["post-930","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chmura","category-crm-i-customer-experience","category-rozwiazania","category-wydarzenia","tag-adidas","tag-customer-experience","tag-cyfrowa-transformacja","tag-emarsys","tag-eobuwie","tag-sap","tag-sap-customer-experience-summit","tag-zakup-produktu","sapn-display-prasowa-hero","sapn-display-topic-hero","sapn-display-prasowa-spotlight","sapn-type-newsbyte"],"yoast_head":"\nKlient jak superbohater - SAP Poland Centrum Wiadomo\u015bci<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.sap.com\/poland\/2021\/05\/klient-jak-superbohater\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Klient jak superbohater\" \/>\n<meta property=\"og:description\" content=\"93 proc. kadry zarz\u0105dzaj\u0105cej spodziewa si\u0119 zmiany w zachowaniu konsument\u00f3w \u2013 wynika z danych Kantar. 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