{"id":7588,"date":"2021-10-26T15:16:12","date_gmt":"2021-10-26T20:16:12","guid":{"rendered":"https:\/\/blog.bindy.com\/?p=7588"},"modified":"2024-11-29T08:35:04","modified_gmt":"2024-11-29T13:35:04","slug":"jak-nawiazac-kontakt-z-klientami","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/pl\/how-to-engage-with-your-customers\/","title":{"rendered":"Jak nawi\u0105za\u0107 kontakt z klientami"},"content":{"rendered":"

Detali\u015bci wdra\u017caj\u0105 procesy, kt\u00f3re pomog\u0105 im osi\u0105gn\u0105\u0107 cele sprzeda\u017cowe i po\u0142\u0105czy\u0107 si\u0119 z rynkiem i odbiorcami. Patrz\u0105c w przysz\u0142o\u015b\u0107, nic nie wyr\u00f3\u017cnia si\u0119 bardziej ni\u017c zaanga\u017cowanie, interakcja i dba\u0142o\u015b\u0107 o klienta jako spos\u00f3b na zwi\u0119kszenie sprzeda\u017cy.<\/p>\n\n\n\n

Czemu? Poniewa\u017c zaanga\u017cowany klient reprezentuje 23%<\/a> wi\u0119ksze przychody ni\u017c przeci\u0119tnie. Firmy, kt\u00f3re poprawiaj\u0105 zaanga\u017cowanie klient\u00f3w, cz\u0119sto odnotowuj\u0105 wzrost przychod\u00f3w ze sprzeda\u017cy dodatkowej 13% do 51%<\/a> oraz wzrost wielko\u015bci zam\u00f3wienia z 5% do 85%. M\u00f3wi\u0105c najpro\u015bciej, zaanga\u017cowani klienci kupuj\u0105 wi\u0119cej i wi\u0119cej wydaj\u0105.<\/p>\n\n\n\n

Jak wi\u0119c zwi\u0119kszy\u0107 zaanga\u017cowanie klient\u00f3w? Zobacz poni\u017csze wskaz\u00f3wki.<\/p>\n\n\n\n

Jak anga\u017cowa\u0107 klient\u00f3w<\/strong><\/h2>\n\n\n\n

Poniewa\u017c konkurencja jest silna, klienci mog\u0105 wymaga\u0107 wi\u0119kszego zaanga\u017cowania od marek i sprzedawc\u00f3w detalicznych. Je\u015bli klienci nie otrzymuj\u0105 tego, czego chc\u0105 od jednego sprzedawcy, udaj\u0105 si\u0119 po to gdzie indziej. Sprzedawcy musz\u0105 okre\u015bli\u0107, co zaanga\u017cowanie klienta<\/a> mo\u017cliwo\u015bci s\u0105 dla nich najbardziej sensowne, aby przyci\u0105gn\u0105\u0107 i utrzyma\u0107 uwag\u0119 klienta.<\/p>\n\n\n\n

Oto 3 sugestie:<\/p>\n\n\n\n

Sprzedawaj do\u015bwiadczenia, a nie tylko rzeczy<\/strong><\/h2>\n\n\n\n

Jako wsp\u00f3\u0142pracownik Forbes, Blake Morgan wyja\u015bnia<\/a>, \u201etworzenie empirycznych sklep\u00f3w koncepcyjnych, uczenie klient\u00f3w, zapewnianie spersonalizowanej obs\u0142ugi, czynienie dobra w spo\u0142eczno\u015bci i wiele wi\u0119cej\u201d to \u015bwietne sposoby na przyci\u0105gni\u0119cie uwagi klient\u00f3w. Zastan\u00f3w si\u0119 nad swoj\u0105 wyj\u0105tkow\u0105 firm\u0105, a tak\u017ce unikalnymi danymi demograficznymi klient\u00f3w, a nast\u0119pnie okre\u015bl, jakie do\u015bwiadczenia mog\u0105 by\u0107 dla nich najlepsze.<\/p>\n\n\n

\n
\"\"<\/a><\/figure>\n<\/div>\n\n\n

Zapewnij interaktywne mo\u017cliwo\u015bci w sklepie<\/strong><\/h2>\n\n\n\n

Sprzedawcy, kt\u00f3rzy chc\u0105 przyci\u0105gn\u0105\u0107 uwag\u0119 klient\u00f3w, musz\u0105 znale\u017a\u0107 sposoby wykraczaj\u0105ce poza zapasy, kt\u00f3re zwi\u0119ksz\u0105 zaanga\u017cowanie klient\u00f3w. Z interaktywnych wystaw promocyjnych (np. Sephora<\/a>'s cyfrowe lustra), cyfrowe oznakowanie, tworzenie stacji selfie w sklepach, oferowanie praktycznych do\u015bwiadcze\u0144 edukacyjnych i nie tylko, sprzedawcy musz\u0105 pami\u0119ta\u0107, \u017ce klienci chc\u0105 by\u0107 zaanga\u017cowani i rozrywk\u0119 \u2013 w zwi\u0105zku z tym strategie Twojego sklepu powinny by\u0107 do tego dostosowane.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Oferuj \u0142atwo\u015b\u0107 zakup\u00f3w<\/strong><\/h2>\n\n\n\n

Klienci ceni\u0105 sobie rozrywk\u0119 podczas zakup\u00f3w, ale tak\u017ce \u0142atwo\u015b\u0107. M\u00f3wi\u0105c pro\u015bciej, oznacza to dostarczanie do\u015bwiadcze\u0144 zakupowych, kt\u00f3re zaspokoj\u0105 preferencje dzisiejszych do\u015bwiadczonych klient\u00f3w. Mo\u017ce to obejmowa\u0107 procedury kasowe bez kasjera, oferuj\u0105ce nowe opcje p\u0142atno\u015bci, takie jak p\u0142atno\u015b\u0107 ratalna i BOPIS.<\/p>\n\n\n\n

Kluczowym wnioskiem jest to\u2026 uczyni\u0107 to prostym<\/strong>. Unikaj tarcia lub blokad drogowych w dowolnym momencie do\u015bwiadcze\u0144 zakupowych klient\u00f3w.<\/p>\n\n\n\n

\n

Handel detaliczny pozostaje zorientowany na klienta i kierowany przez cz\u0142owieka. Zawsze zastan\u00f3w si\u0119, kim s\u0105 Twoi odbiorcy i jak mo\u017cesz ich najlepiej wspiera\u0107 dzi\u0119ki lepszym mo\u017cliwo\u015bciom zaanga\u017cowania.<\/p>\n<\/blockquote>\n\n\n\n

Niezale\u017cnie od tego, czy generujesz milion dolar\u00f3w rocznie, czy sto milion\u00f3w plus, zawsze istnieje mo\u017cliwo\u015b\u0107 rozwoju. We\u017amy na przyk\u0142ad legendarnego detalist\u0119 Nordstroma, kt\u00f3ry niedawno zaprezentowa\u0142 nowy flagowy sklep w Nowym Jorku, zaprojektowany inaczej ni\u017c w poprzednich uk\u0142adach.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Jak powiedzia\u0142 dyrektor generalny Nordstrom, Erik Nordstrom, podczas BIG Show National Retail Federation w styczniu tego roku, \u201esklepy musz\u0105 by\u0107 bardziej empiryczne\u201d, a nie tylko miejscem do kupowania przedmiot\u00f3w.<\/p>\n\n\n\n

Niedawne otwarcie ich flagowego sklepu na Manhattanie odzwierciedla ten sentyment, ze strategicznie zlokalizowanym barem dzia\u0142 obuwia<\/a> gdzie kupuj\u0105cy mog\u0105 odpocz\u0105\u0107 i zrelaksowa\u0107 si\u0119 przy drinku. Istnieje nawet ca\u0142y poziom po\u015bwi\u0119cony zabiegom kosmetycznym \u2013 nie tylko produktom kosmetycznym.<\/p>\n\n\n\n

Ale co jeszcze ma znaczenie dla klient\u00f3w poza do\u015bwiadczeniami i zaanga\u017cowaniem? Jak si\u0119 okazuje, sprowadza si\u0119 to do obs\u0142ugi klienta \u2013 ale nie tej, jak\u0105 oferowali sprzedawcy detaliczni.<\/p>\n\n\n\n

Obs\u0142uga klienta\u2026 Dos\u0142ownie <\/strong><\/h2>\n\n\n\n

Klienci dbali tylko o to, jak traktujesz ich<\/strong>, a obs\u0142uga klienta jest g\u0142\u00f3wnym elementem ich decyzji zakupowych. Teraz klienci dbaj\u0105 o obs\u0142ug\u0119 klienta oraz<\/strong> dzia\u0142ania sprzedawc\u00f3w, kt\u00f3re bezpo\u015brednio wp\u0142ywaj\u0105 na to, na czym im osobi\u015bcie zale\u017cy (zr\u00f3wnowa\u017cony rozw\u00f3j, uczciwe p\u0142ace, sprawiedliwo\u015b\u0107 spo\u0142eczna itp.).<\/p>\n\n\n\n

W niedawnym raporcie Akcentowanie<\/a> wyja\u015bnia, \u201ekonsumenci w Stanach Zjednoczonych nie podejmuj\u0105 ju\u017c decyzji opartych wy\u0142\u0105cznie na wyborze produktu lub cenie; oceniaj\u0105, co marka m\u00f3wi, co robi i co reprezentuje. Wspieraj\u0105 firmy, kt\u00f3rych cel marki jest zgodny z ich przekonaniami. I odrzucaj\u0105 tych, kt\u00f3rzy tego nie robi\u0105, a co pi\u0105ty odchodzi na zawsze\u201d.<\/p>\n\n\n\n

\n

Sprzedawcy detaliczni s\u0105 nara\u017ceni na utrat\u0119 klient\u00f3w z powodu tego, co robi\u0105 ich marki lub nie<\/em> robi\u0107. Teraz, bardziej ni\u017c kiedykolwiek, detali\u015bci musz\u0105 komunikowa\u0107, w co wierz\u0105 i w jaki spos\u00f3b anga\u017cuj\u0105 si\u0119 w odpowiedzialno\u015b\u0107 spo\u0142eczn\u0105, aby mogli przyci\u0105gn\u0105\u0107 i utrzyma\u0107 uwag\u0119 konsument\u00f3w i sprzeda\u017c.<\/p>\n<\/blockquote>\n\n\n\n

\"O<\/a><\/figure>\n\n\n\n

Accenture wyja\u015bnia, \u017ce \u201epodczas gdy liderzy biznesu, inwestorzy i pracownicy wnosz\u0105 istotne perspektywy i mo\u017cliwo\u015bci do to\u017csamo\u015bci marki, klienci poprzez swoje s\u0142owa i dzia\u0142ania dostarczaj\u0105 wgl\u0105du, kt\u00f3ry umo\u017cliwia firmom zorientowanym na cel doskonalenie ich zdolno\u015bci do konkurencyjno\u015bci\u201d. <\/span><\/p>\n\n\n\n

Z zg\u0142oszonym 42% klient\u00f3w<\/a> ch\u0119tnych do odej\u015bcia od marek, kt\u00f3re nie s\u0105 zgodne z ich warto\u015bciami, a 1 na 5 klient\u00f3w przyznaje, \u017ce nigdy nie wraca, gdy jest rozczarowany mark\u0105, nie ma wym\u00f3wki, by detali\u015bci nie dostrzegali znaczenia tego, na czym klientom zale\u017cy.<\/p>\n\n\n\n

Ko\u0144cowe przemy\u015blenia\u2026<\/h3>\n\n\n\n

Bardziej ni\u017c kiedykolwiek klienci okazuj\u0105 zaufanie, otwieraj\u0105 si\u0119 na to, na czym im zale\u017cy i demonstruj\u0105 autentyczne preferencje za pomoc\u0105 wydawanych dolar\u00f3w. Maj\u0105c to na uwadze, przysz\u0142o\u015b\u0107 wygl\u0105da \u015bwietlanie dla sprzedawc\u00f3w detalicznych, kt\u00f3rzy s\u0105 gotowi wzi\u0105\u0107 pod uwag\u0119 to, co m\u00f3wi\u0105 im klienci, i zwi\u0119kszy\u0107 ich zaanga\u017cowanie.<\/p>\n\n\n\n

O autorze:<\/strong><\/p>\n\n\n

\n
\"RM-NLReyhle_Headshot_2019<\/figure>\n<\/div>\n\n\n

Nicole Leinbach Reyhle jest za\u0142o\u017cycielk\u0105 Retail Minded<\/a> i autorem Sprzeda\u017c detaliczna 101<\/a>. Jest cz\u0119stym wsp\u00f3\u0142pracownikiem The Today Show, Forbes i rzecznikiem American Express's Small Business Saturday. Reyhle jest uznawana za jednego z 10 najlepszych lider\u00f3w my\u015bli w dziedzinie handlu detalicznego w Vend i \u201efuturystk\u0119\u201d handlu detalicznego w IBM. <\/em><\/p>","protected":false},"excerpt":{"rendered":"

Detali\u015bci wdra\u017caj\u0105 procesy, kt\u00f3re pomog\u0105 im osi\u0105gn\u0105\u0107 cele sprzeda\u017cowe i po\u0142\u0105czy\u0107 si\u0119 z rynkiem i odbiorcami. Patrz\u0105c w przysz\u0142o\u015b\u0107, nic nie wyr\u00f3\u017cnia si\u0119 bardziej ni\u017c zaanga\u017cowanie, interakcja i dba\u0142o\u015b\u0107 o klienta jako spos\u00f3b na zwi\u0119kszenie sprzeda\u017cy. Czemu? Poniewa\u017c zaanga\u017cowany klient reprezentuje 23% wi\u0119kszy przych\u00f3d ni\u017c \u015brednia. Firmy, kt\u00f3re poprawiaj\u0105 klienta\u2026 Czytaj dalej Jak nawi\u0105za\u0107 kontakt z klientami<\/span> \u2192<\/span><\/a><\/p>","protected":false},"author":6370623,"featured_media":10023,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_crdt_document":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[677174005],"tags":[677173963,677174058,2692566,88195,677173970,677173891],"class_list":["post-7588","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-how-to","tag-customer-buying-decisions","tag-customer-engagement","tag-customer-expectations","tag-customer-experience","tag-customer-insights","tag-retail-trends"],"yoast_head":"\nHow to Engage with Your Customers<\/title>\n<meta name=\"description\" content=\"If boosting sales is a goal, level-up your customer engagement strategy. Engaged customers overwhelming tend to buy more and spend more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.bindy.com\/pl\/jak-nawiazac-kontakt-z-klientami\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Engage with Your Customers\" \/>\n<meta property=\"og:description\" content=\"If boosting sales is a goal, level-up your customer engagement strategy. 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