start up 2007: how to create devoted customers - ivaylo kunev
TRANSCRIPT
![Page 1: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/1.jpg)
Как да
създадаваме
„верни‟
клиенти
![Page 2: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/2.jpg)
BG консултанти съобщават “забравете
“доволните” клиенти и започнете да
мислите за „верни‟ клиенти”
![Page 3: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/3.jpg)
„Верни‟ клиенти?
![Page 4: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/4.jpg)
не „доволни‟ клиенти
![Page 5: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/5.jpg)
Не дори „впечатлени‟ клиенти
![Page 6: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/6.jpg)
![Page 7: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/7.jpg)
% клиентите които купуват от нас изрaзяват задоволство от
предишният си доставчик
Frederick Reicheld – „the loyalty effect‟
![Page 8: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/8.jpg)
Така
че
![Page 9: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/9.jpg)
Забравете
„Задоволств
ото‟
Мислете за
„Верността‟
![Page 10: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/10.jpg)
Някои клиенти имат
![Page 11: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/11.jpg)
Високи очаквания
![Page 12: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/12.jpg)
Някои клиенти имат
![Page 13: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/13.jpg)
Ниски очаквания
![Page 14: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/14.jpg)
Но всички клиенти имат
![Page 15: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/15.jpg)
„качествено‟
преживяване
при покупка
![Page 16: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/16.jpg)
или
![Page 17: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/17.jpg)
„лошо‟
преживяване
при покупка
![Page 18: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/18.jpg)
Всичко
изглежда
така:
![Page 19: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/19.jpg)
високи очаквания
Ниски очаквания
„лошо‟
преживяване
при покупка
„качествено‟
преживяване
при покупка
![Page 20: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/20.jpg)
високи очаквания
Ниски очаквания
„лошо‟
преживяване
при покупка
„качествено‟
преживяване
при покупка
„доволни‟
![Page 21: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/21.jpg)
„доволните‟ клиенти
![Page 22: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/22.jpg)
са изненадани от нивото на обслужване
което предоставяте
![Page 23: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/23.jpg)
са изненадани от нивото на обслужване
което предоставяте
( положително изненадани разбира се!)
![Page 24: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/24.jpg)
Така
че
![Page 25: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/25.jpg)
„доволните‟
клиенти са
„добро начало‟
![Page 26: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/26.jpg)
![Page 27: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/27.jpg)
в течение на времето
![Page 28: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/28.jpg)
очакванията им ще нарастват
![Page 29: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/29.jpg)
(което е
добре)
![Page 30: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/30.jpg)
Предизвикателството е постоянно да
доставяш
![Page 31: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/31.jpg)
„качествено‟
преживяване
при покупка
![Page 32: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/32.jpg)
високи очаквания
Ниски очаквания
„лошо
преживяване
при покупка
„качествено‟
преживяване
при покупка
„верни‟
![Page 33: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/33.jpg)
![Page 34: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/34.jpg)
„верните‟ клиенти
![Page 35: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/35.jpg)
Ще се залепят за вас
![Page 36: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/36.jpg)
Ще харчат повече
![Page 37: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/37.jpg)
Ще
разказват
за вас на
останалите
![Page 38: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/38.jpg)
Целта за това е да създадем
![Page 39: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/39.jpg)
„верни‟ клиенти
![Page 40: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/40.jpg)
![Page 41: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/41.jpg)
“ колкото повече сте ангажирани с
клиентските изисквания, толкова
по-лесно става да определите
какво трябва да правите”
Джон Ръсел, президент, Harley-Davidson Europe
![Page 42: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/42.jpg)
Така
че
![Page 43: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/43.jpg)
Чуйте
вашите
клиенти
![Page 44: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/44.jpg)
66% от клиентите
казват, че
мнозинството от
покупките им са
досадни
![Page 45: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/45.jpg)
Така
че
![Page 46: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/46.jpg)
Наредете се на опашка
![Page 47: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/47.jpg)
Разберете
какви са
преградите
пред това да
предоставяте
страхотно
обслужване
![Page 48: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/48.jpg)
Така
че
![Page 49: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/49.jpg)
бъдете
‘враг
на статуквото’
![Page 50: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/50.jpg)
Целете
се
![Page 51: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/51.jpg)
В това
![Page 52: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/52.jpg)
Високи очаквания
Ниски очаквания
„лошо‟
преживяване
при покупка
„качествено‟
преживяване
при покупка
![Page 53: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/53.jpg)
Високи очаквания
Ниски очаквания
„лошо‟
преживяване
при покупка
„качествено‟
преживяване
при покупка
![Page 54: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/54.jpg)
Така
че
![Page 55: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/55.jpg)
Вдигнете летвата
![Page 56: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/56.jpg)
Това не е лесно
![Page 57: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/57.jpg)
Защото понякога клиентите ще:
![Page 58: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/58.jpg)
„лошо‟
преживяване
при покупка
![Page 59: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/59.jpg)
Високи очаквания
Ниски очаквания
„лошо‟
преживяване
при покупка
„качествено‟
преживяване
при покупка
„разочаровани‟
![Page 60: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/60.jpg)
Така
че
![Page 61: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/61.jpg)
Спрете да „разочаровате‟
![Page 62: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/62.jpg)
дейст
вайте
и
![Page 63: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/63.jpg)
За да
предоставяте
отново
![Page 64: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/64.jpg)
![Page 65: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/65.jpg)
високи очаквания
ниски очаквания
„лошо‟
преживяване
при покупка
„качествено‟
преживяване
при покупка
„верни‟
![Page 66: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/66.jpg)
не
![Page 67: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/67.jpg)
високи очаквания
ниски очаквания
„лошо‟
преживяване
при покупка
„качествено‟
преживяване
при покупка
„недоволни‟
![Page 68: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/68.jpg)
“топ мениджърите смятат, че
начина по който
организацията ще
взаимодейства с клиентите
ще бъде най-голямото
предизвикателство
което им предстои до 2010”Economist Intelligence Unit – Business 2010
![Page 69: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/69.jpg)
Така
че
![Page 70: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/70.jpg)
Работете
за „доволни‟
![Page 71: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/71.jpg)
Но се целете
във „верните‟
![Page 72: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/72.jpg)
отчитайте
„разочарованите‟
![Page 73: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/73.jpg)
избягвайте
„недоволните‟
![Page 74: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/74.jpg)
Създаването на
‘верни’
клиенти
![Page 75: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/75.jpg)
означава
действия,
а не бележки
по въпроса
![Page 76: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/76.jpg)
Така
че
![Page 77: Start UP 2007: How To Create Devoted Customers - Ivaylo Kunev](https://reader033.vdocument.in/reader033/viewer/2022060117/5584b207d8b42a9c768b4727/html5/thumbnails/77.jpg)
действ
айте!