{"id":4741,"date":"2018-09-14T00:46:58","date_gmt":"2018-09-13T22:46:58","guid":{"rendered":"https:\/\/www.coffeedesk.pl\/blog\/?p=4741"},"modified":"2020-03-12T13:58:06","modified_gmt":"2020-03-12T12:58:06","slug":"lojalny-klient","status":"publish","type":"post","link":"https:\/\/www.coffeedesk.pl\/blog\/lojalny-klient\/","title":{"rendered":"O lojalno\u015bci klienta"},"content":{"rendered":"

Powtarzaj\u0105c za Encyklopedi\u0105 Zarz\u0105dzania, lojalno\u015b\u0107 klienta to wypadkowa \u201cwytworzenia si\u0119 wi\u0119zi emocjonalnej konsumenta z mark\u0105, w wyniku emocjonalnego oddzia\u0142ywania marki na konsumenta\u201d<\/i>. Definicja ta pozostawia spore pole do interpretacji \u2013 emocjonalna wi\u0119\u017a i oddzia\u0142ywanie nie musz\u0105 by\u0107 przecie\u017c pozytywne, a kto\u015b mo\u017ce sobie to negatywne do\u015bwiadczenie z nasz\u0105 mark\u0105 przerobi\u0107 na karnawa\u0142 hejtu. Zajmijmy si\u0119 jednak tym przyjemnym aspektem lojalno\u015bci \u2013 tym, na kt\u00f3ry liczy ka\u017cdy przedsi\u0119biorca.<\/big><\/strong><\/p>\n

Nie ma z\u0142otego \u015brodka zbudowania marki kochanej przez t\u0142umy. Pomimo poszukiwa\u0144 ustrukturyzowanej wiedzy na ten temat, nie znalaz\u0142am sposobu, kt\u00f3ry da\u0142oby si\u0119 zaadaptowa\u0107 do ka\u017cdej dziedziny. W przypadku kawy jest o tyle \u0142atwiej, \u017ce jest dobrem z kategorii FMCG (fast-moving consumer good, czyli dobro szybko zbywalne). Dla mnie oznacza to tyle, \u017ce poza jej podstawowymi cechami (tania, cz\u0119sto kupowana, rozr\u00f3\u017cnialna w\u015br\u00f3d konkurencji) mo\u017cna jej dopisywa\u0107 w ramach brandingu dowolne w\u0142a\u015bciwo\u015bci, na przyk\u0142ad pobudza, rozwesela, rozlu\u017ania, sprawia, \u017ce my\u015blimy szybciej, jest pyszna itp. W ten spos\u00f3b okre\u015blamy w\u00f3wczas jakie warto\u015bci ma nie\u015b\u0107 ze sob\u0105 nasza kawowa marka i z takim komunikatem wychodzimy do odbiorc\u00f3w by nawi\u0105za\u0107 z nimi wspomnian\u0105 wy\u017cej wi\u0119\u017a.<\/p>\n

\u015arednio odpowiada mi ten schemat. Mo\u017ce warto wi\u0119c podej\u015b\u0107 do tematu od drugiej strony?<\/p>\n

Zatem od drugiej strony<\/h2>\n

Najwa\u017cniejszy jest po prostu KONTAKT<\/b>.<\/p>\n

Mo\u017cesz stworzy\u0107 najbardziej dopracowany produkt, kt\u00f3ry zadowoli ka\u017cdego przedstawiciela Twojej grupy docelowej. Mo\u017cesz wy\u0142o\u017cy\u0107 tysi\u0105ce na marketing, performance, promocje i wszystko to mo\u017ce p\u00f3j\u015b\u0107 w b\u0142oto, je\u017celi zapomnisz o ludzkiej twarzy swojej marki.<\/p>\n

Za\u0142\u00f3\u017cmy, \u017ce prowadzisz ma\u0142\u0105 kawiarni\u0119 z selekcj\u0105 paczkowanych kaw jako\u015bci speciality i szukasz sposob\u00f3w na zbudowanie wok\u00f3\u0142 Twojej marki niewielkiej, ale wiernej i lojalnej spo\u0142eczno\u015bci. Pami\u0119taj, \u017ce lojalno\u015b\u0107 w du\u017cej mierze opiera si\u0119 na zaufaniu, nie tylko w kontek\u015bcie jako\u015bci Twojego produktu. Pomy\u015bl o tym w ten spos\u00f3b: Tw\u00f3j klient ufa, \u017ce wszystko zawsze b\u0119dzie na czas. \u017be nie b\u0119dzie ukrytych koszt\u00f3w. \u017be w sytuacji podbramkowej staniesz na g\u0142owie, \u017ceby rozwi\u0105za\u0107 jego problem. Jak mo\u017cesz wi\u0119c powalczy\u0107 o zbudowanie lojalno\u015bci w przypadku takiego kawowego biznesu?<\/p>\n

\"dzie\u0144<\/p>\n

Po pierwsze<\/b>, s\u0142uchaj. S\u0142uchaj tego, co klient m\u00f3wi do Ciebie, gdy odwiedza Ci\u0119 w sklepie. Co m\u00f3wi do Ciebie w mediach spo\u0142eczno\u015bciowych. Co m\u00f3wi O TOBIE w internecie (do tego mo\u017cesz wykorzysta\u0107 narz\u0119dzia monitoruj\u0105ce sie\u0107). Pami\u0119taj, by podchodzi\u0107 do tego z czyst\u0105 g\u0142ow\u0105 \u2013 nie bierz do siebie krytyki, zw\u0142aszcza tej niekonstruktywnej, traktuj j\u0105 raczej jak okazj\u0119 do podniesienia jako\u015bci swoich us\u0142ug.<\/p>\n

Po drugie<\/b>, odpowiadaj. Rozmawiaj z klientem, niezale\u017cnie od tego, czy rozmowa jest Ci na r\u0119k\u0119 czy nie. Wi\u0119\u017a bierze si\u0119 z interakcji, niezale\u017cnie od tego jak jest nacechowana. I to dobrze! Uwierz mi, \u017ce lepsza jest negatywna interakcja ni\u017c jej brak, bo nawet nie wyobra\u017casz sobie jak \u0142atwo jest przekona\u0107 do siebie nawet mocno zniech\u0119con\u0105 osob\u0119! Jak mawia\u0142 poeta, \u201cdobrem z\u0142o zwyci\u0119\u017caj\u201d, czy co\u015b. Zawsze odpisuj, zawsze szukaj wyj\u015bcia z sytuacji. Postaw na uprzejmo\u015b\u0107. B\u0105d\u017a kumplem!<\/p>\n

\"wn\u0119trze<\/p>\n

Kontakt nie musi jednak wychodzi\u0107 tylko od klienta \u2013 mo\u017cesz nawi\u0105za\u0107 go przecie\u017c samodzielnie Anga\u017cuj! Organizuj konkursy, ankiety, dopytuj, zapraszaj. Poka\u017c klientowi, \u017ce jego zdanie i preferencje s\u0105 dla Ciebie wa\u017cne i maj\u0105 realny wp\u0142yw na biznes.<\/p>\n

Poza tym dodaj co\u015b od siebie. Poka\u017c klientowi, \u017ce pod\u0105\u017caj\u0105c za Tob\u0105 mo\u017ce zyska\u0107 wi\u0119cej ni\u017c doskona\u0142y produkt \u2013 mo\u017ce si\u0119 na przyk\u0142ad te\u017c czego\u015b nauczy\u0107. A \u017ce o kawie mo\u017cna rozmawia\u0107 godzinami to temat\u00f3w edukacyjnych z pewno\u015bci\u0105 Ci nie zabraknie!<\/p>\n

No i oczywi\u015bcie \u2013 nagradzaj lojalno\u015b\u0107. Pami\u0119taj o klientach, kt\u00f3rzy pami\u0119taj\u0105 o Tobie i do Ciebie wracaj\u0105. Znaj ich imiona, zainteresowania. Nagradzaj promocjami i prezentami. Utrzymuj wi\u0119\u017a jak z dobrym przyjacielem.<\/p>\n

Zas\u0142u\u017cyli na to!<\/p>\n","protected":false},"excerpt":{"rendered":"

Powtarzaj\u0105c za Encyklopedi\u0105 Zarz\u0105dzania, lojalno\u015b\u0107 klienta to wypadkowa \u201cwytworzenia si\u0119 wi\u0119zi emocjonalnej konsumenta z mark\u0105, w wyniku emocjonalnego oddzia\u0142ywania marki na konsumenta\u201d. Definicja ta pozostawia spore pole do interpretacji \u2013…<\/div>\n
Czytaj wpis<\/span><\/i><\/span><\/a><\/div>\n","protected":false},"author":31,"featured_media":3930,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1111],"tags":[1128,117,217,793,805,976],"powerkit_post_featured":[],"class_list":{"0":"post-4741","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-biznes-marketing","8":"tag-biznes","9":"tag-kawiarnia","10":"tag-klient","11":"tag-marketing","12":"tag-obsluga-klienta","13":"tag-prowadzenie-kawiarni"},"acf":[],"author_display_name":"Maja Jaworowska","author_url":"https:\/\/www.coffeedesk.pl\/blog\/author\/majajaworowska\/","featured_image":"https:\/\/www.coffeedesk.pl\/blog\/wp-content\/uploads\/2018\/03\/IMG_0962-1-s-800x533.jpg","post_tags":["biznes","kawiarnia","klient","marketing","obs\u0142uga klienta","prowadzenie kawiarni"],"post_categories":["Kawiarniany biznes"],"yoast_head":"\nO lojalno\u015bci klienta - Blog Coffeedesk.pl<\/title>\n<meta name=\"description\" content=\"Ka\u017cdy, kto prowadzi sw\u00f3j biznes, a kawiarni\u0119 w szczeg\u00f3lno\u015bci, liczy na lojalno\u015b\u0107 swoich klient\u00f3w. 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