{"id":178,"date":"2014-06-10T11:53:11","date_gmt":"2014-06-10T10:53:11","guid":{"rendered":"http:\/\/blog.socialsharks.cz\/?p=178"},"modified":"2014-06-10T11:53:11","modified_gmt":"2014-06-10T10:53:11","slug":"ako-byt-stastny-vo-vztahu-klientom-tri-myslienky-diskusie-polle-de-maagtom","status":"publish","type":"post","link":"https:\/\/www.socialsharks.cz\/blog\/2014\/06\/10\/ako-byt-stastny-vo-vztahu-klientom-tri-myslienky-diskusie-polle-de-maagtom\/","title":{"rendered":"Ako by\u0165 \u0161\u0165astn\u00fd vo vz\u0165ahu s\u00a0klientom? Tri my\u0161lienky z\u00a0diskusie s\u00a0Polle de Maagtom"},"content":{"rendered":"

Predned\u00e1vnom sme v\u010faka Adamovi Zbiejczukovi mali v\u00a0Prahe mo\u017enos\u0165 podiskutova\u0165 si s\u00a0Polle de Maagtom<\/a>. Ak v\u00e1m toto meno ni\u010d nehovor\u00ed, vedzte, \u017ee je to nie\u010do ako Troy McClure v\u00a0oblasti social care \u2013 ak ste po\u010duli o nejakej skvelej kampani s\u00favisiacej so z\u00e1kazn\u00edckym servisom, s\u00a0ve\u013ekou pravdepodobnos\u0165ou v\u00a0nej mal prsty.<\/p>\n

<\/p>\n

Najzauj\u00edmavej\u0161ou \u010das\u0165ou stretnutia v\u0161ak nebola ani tak diskusia o social care, ako sk\u00f4r vz\u00e1jomn\u00e1 v\u00fdmena sk\u00fasenost\u00ed z\u00a0agent\u00farneho \u017eivota, hlavne zo vz\u0165ahu medzi klientom a jeho dod\u00e1vate\u013eom.<\/p>\n

Toto s\u00fa tri my\u0161lienky, ktor\u00e9 znej\u00fa ve\u013emi samozrejme, ale rozhodne patria k t\u00fdm, ktor\u00e9 by si mali marke\u0165\u00e1ci v\u00a0z\u00e1vale pr\u00e1ce a nezvl\u00e1dnute\u013en\u00fdch term\u00ednov neust\u00e1le pripom\u00edna\u0165. Vz\u0165ah s\u00a0klientom je toti\u017e rovnako komplikovan\u00fd ako vz\u0165ahy romantick\u00e9 \u2013 m\u00e1me v\u00a0\u0148om svoje o\u010dak\u00e1vania a povinnosti, je \u013eahk\u00e9 prestreli\u0165 a e\u0161te \u013eah\u0161ie zanedba\u0165 nie\u010do podstatn\u00e9. Dnes v\u00e1m v\u00a0marke\u0165\u00e1ckej vz\u0165ahovej poradni rad\u00ed Polle de Maagt.<\/p>\n

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\"\"<\/a>
O vz\u0165ahoch marke\u0165\u00e1ckych, ale aj romantick\u00fdch medzi \u013eu\u010fmi z agent\u00far a ich klientami p\u00ed\u0161e Rado Ond\u0159ej\u00ed\u010dek vo vynikaj\u00facom rom\u00e1ne s geni\u00e1lnym n\u00e1zvom Homo Asapiens. Odpor\u00fa\u010dame \u010d\u00edta\u0165 hlavne v \u0165a\u017ek\u00fdch obdobiach pln\u00fdch deadlinov, kniha p\u00f4sob\u00ed ako vyt\u00fa\u017een\u00e1 katarzia. (Foto: gorila.sk)<\/figcaption><\/figure>\n

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1. Nau\u010dme sa pred\u00e1va\u0165 svojim klientom<\/b><\/p>\n

Tento probl\u00e9m pozn\u00e1me hlavne v\u00a0soci\u00e1lnych m\u00e9di\u00e1ch \u2013 klient im bu\u010f never\u00ed dostato\u010dne, alebo o\u010dak\u00e1va, \u017ee komer\u010dn\u00e1 prezent\u00e1cia na nich bude rovnako finan\u010dne nen\u00e1ro\u010dn\u00e1, ako t\u00e1 osobn\u00e1. Dajme klientovi najavo, ako ve\u013emi soci\u00e1lnym sie\u0165am ver\u00edme my \u2013 vy\u017eadujme po \u0148om rovnako tvrd\u00e9 podmienky, ak\u00fdm sa v\u00a0jeho firme te\u0161ia in\u00e9 marketingov\u00e9 oddelenia.<\/p>\n

Nastavujme si pravidelne kpi a ukazujme v\u00fdsledky. Za\u010d\u00ednajme pomaly, nepred\u00e1vajme hne\u010f pokro\u010dil\u00fd data mining a prep\u00e1janie s\u00a0CRM datab\u00e1zou \u2013 klient sa najsk\u00f4r mus\u00ed nau\u010di\u0165 d\u00f4verova\u0165 m\u00e9diu. Pred\u00e1vajme mal\u00e9 projeky, na ktor\u00fdch je vidie\u0165 v\u00fdsledky r\u00fdchlo. Prezentujme v\u00a0\u013eudskej re\u010di, nie v\u00a0poz\u00e9rskom marke\u0165\u00e1ckom newspeaku. Uk\u00e1\u017eme v\u00a0praxi, \u017ee soci\u00e1lne siete s\u00fa \u010dasto prv\u00fdm miestom kontaktu so z\u00e1kazn\u00edkom a je nutn\u00e9 bra\u0165 ich v\u00e1\u017ene. Neust\u00e1le sa porovn\u00e1vajme s\u00a0konkurenciou \u2013 to je predsa to, \u010do klientovi ned\u00e1 spa\u0165!<\/p>\n

Nejde len o soci\u00e1lne siete \u2013 klient n\u00e1m neplat\u00ed za to, aby sme mu vysvet\u013eovali svoje komplikovan\u00e9 postupy, ktor\u00e9 urobia dojem mo\u017eno len na ostatn\u00fdch marke\u0165\u00e1kov (to asi tie\u017e nie \u2013 sk\u00f4r vyvolaj\u00fa z\u00e1vis\u0165 alebo poh\u0155danie). Klient v\u00a0n\u00e1s potrebuje ma\u0165 pln\u00fa d\u00f4veru a mal by vidie\u0165 hlavne v\u00fdsledky \u2013 proces pre neho nie je d\u00f4le\u017eit\u00fd.<\/b> Ak sa n\u00e1m nau\u010d\u00ed d\u00f4verova\u0165, jedn\u00e9ho d\u0148a sa ur\u010dite dopracujeme aj k\u00a0jeho CRM datab\u00e1ze.<\/p>\n

Majme dlhodob\u00fa strat\u00e9giu, ale pred\u00e1vajme ju postupne, inak m\u00f4\u017eeme klienta vydesi\u0165! Ani v\u00a0romantickom vz\u0165ahu ne\u017eiadame o ruku na druhom rande.<\/i><\/p>\n

 <\/p>\n

\"\"<\/a>
Aj fotobankov\u00ed \u013eudia sa cel\u00fd \u017eivot u\u010dia.<\/figcaption><\/figure>\n

 <\/p>\n

2. Nastavme si pred kampa\u0148ou \u201elearning kpi\u201c<\/b><\/p>\n

Naozaj sa pred ka\u017edou kampa\u0148ou zamysl\u00edme, \u010do \u0148ou chceme zisti\u0165 o \u013eu\u010foch, ktor\u00fdch oslovujeme? Z\u00a0mnoh\u00fdch kampan\u00ed, ktor\u00e9 zachyt\u00edm, m\u00e1m pocit, \u017ee ich cie\u013eom nie je nie\u010do zisti\u0165. Ich cie\u013eom je len splni\u0165 nejak\u00fd cie\u013e<\/b> \u2013 po\u010det fan\u00fa\u0161ikov, zber e-mailov pre newsletter, \u010do najvy\u0161\u0161ie ROI.<\/p>\n

Spolu s\u00a0praktick\u00fdmi ukazate\u013emi v\u00fdkonnosti by sme si mali pred ka\u017edou kampa\u0148ou, akciou \u010di i len statusom polo\u017ei\u0165 nejak\u00fa ot\u00e1zku. Vyslovi\u0165 hypot\u00e9zu. Ak na to m\u00e1me chu\u0165, pripravi\u0165 dokonca A\/B test alebo zlo\u017eitej\u0161\u00ed experiment! Ak si toto \u201elearning kpi\u201c vopred nastav\u00edme a prist\u00fapime k\u00a0jeho vyhodnoteniu rovnako svedomito, ako k\u00a0ostatn\u00fdm ukazate\u013eom, m\u00f4\u017eeme sa dozvedie\u0165 zauj\u00edmav\u00e9 veci.<\/p>\n

T\u00fdm, \u017ee z\u00a0ka\u017edej kampane urob\u00edme mal\u00fd, intern\u00fd v\u00fdskum sa neprestaneme u\u010di\u0165, a to je jedin\u00e1 prerekvizita pre to, aby sa pr\u00e1ca z\u00a0dlhodob\u00e9ho h\u013eadiska pos\u00favala \u010falej. Pokia\u013e sa po\u010das pr\u00e1ce ni\u010d nenau\u010d\u00edme, dlhodob\u00e1 strat\u00e9gia bude len zbierkou pekne zaobalen\u00fdch kecov.<\/p>\n

Neust\u00e1le sa u\u010dme, aby sa na\u0161a pr\u00e1ca mohla pos\u00fava\u0165 \u010falej a klient mal d\u00f4vod s\u00a0nami osta\u0165. Vz\u0165ah, ktor\u00fd sa nikam nepos\u00fava, je proste nani\u010d.<\/i><\/p>\n

 <\/p>\n

\"\"<\/a>
\u201cHelp your contact in the company shine!\u201d (Foto: polledemaagt.com)<\/figcaption><\/figure>\n

 <\/p>\n

3. Urobme zo svojho accounta hviezdu!<\/b><\/p>\n

Ach bo\u017ee. Ko\u013eko kr\u00e1t sme zo seba navz\u00e1jom z\u00fafal\u00ed, nerozumieme si a hlavne nech\u00e1peme, odkia\u013e sa ber\u00fa v\u0161etky tie z\u00e1drhele. \u010co je k\u013e\u00fa\u010dom ku \u0161\u0165astnej\u0161iemu vz\u0165ahu s\u00a0klientom? \u0160\u0165astnej\u0161\u00ed vz\u0165ah s\u00a0na\u0161ou kontaktnou osobou, v\u00e4\u010d\u0161inou teda \u201eaccount managerom\u201c.<\/p>\n

S\u00edce to mo\u017eno otvorene neprizn\u00e1me, ale za v\u00e4\u010d\u0161inu probl\u00e9mov tesne pred deadlinom m\u00f4\u017ee samozrejme ON\/ONA \u2013 tu si vym\u00fd\u0161\u013ea blbosti, tam zase raz nevie, \u010do vlastne chce. V\u00a0skuto\u010dnosti je na tom \u201eaccount\u201c zrejme ve\u013emi podobne, ako my \u2013 niekomu sa zodpoved\u00e1, niekto mu na posledn\u00fa chv\u00ed\u013eu men\u00ed zadanie, kr\u00e1ti rozpo\u010det, ru\u0161\u00ed dovolenku… Nevn\u00edmajme ho len ako zad\u00e1vate\u013ea pr\u00e1ce.<\/b> My sa predsa ku svoj\u00edm vlastn\u00fdm dod\u00e1vate\u013eom (grafikom\/program\u00e1torom) spr\u00e1vame ako k\u00a0rovnocenn\u00fdm partnerom, \u017ee? Pre\u010do to nesk\u00fasi\u0165 aj s\u00a0klientom?<\/p>\n

Urobme z\u00a0neho v\u00a0o\u010diach jeho kolegov hviezdu!<\/b><\/p>\n

Nebu\u010fme len \u010dlovek, ktor\u00fd otravuje s\u00a0t\u00fdm, \u017ee nie\u010do nevie a m\u00e1 s\u00a0nie\u010d\u00edm probl\u00e9m. Urobme svojho accounta s\u00fa\u010das\u0165ou probl\u00e9mu i rie\u0161enia. Pokojne to n\u00e1sledne naf\u00faknime! Po\u0161lime klientovi nad r\u00e1mec v\u0161etk\u00e9ho ostatn\u00e9ho raz t\u00fd\u017edenne jeden slajd o tom, ako sa jeho spolupr\u00e1ca s\u00a0nami prejavila konkr\u00e9tne v\u00a0exek\u00facii. Urobme ten slajd \u010do najviac sexy a myslime pri tom na to, aby ho mohol priamo skop\u00edrova\u0165 do svojej vlastnej prezent\u00e1cie, ktor\u00fa uk\u00e1\u017ee nadriaden\u00fdm. Pracujme z\u00a0\u00fazadia, nechajme ho zl\u00edza\u0165 trochu smotany.<\/p>\n

<\/a>Ka\u017ed\u00e9mu sa pracuje lep\u0161ie, ke\u010f je docenen\u00fd i nepostr\u00e1date\u013en\u00fd z\u00e1rove\u0148. Dvom tak\u00fdmto \u013eu\u010fom sa proste mus\u00ed spolupracova\u0165 dobre. Tak pre\u010do tomu trochu proakt\u00edvne nepom\u00f4c\u0165?<\/p>\n

Urobme svoj vz\u0165ah s\u00a0klientom rovnocenn\u00fd tak, ako sa len d\u00e1. Alebo sa pok\u00fasme aspo\u0148 vytvori\u0165 t\u00fa il\u00faziu \u2013 tak, ako to rob\u00edme aj vo svojich osobn\u00fdch vz\u0165ahoch.\u00a0<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

Predned\u00e1vnom sme v\u010faka Adamovi Zbiejczukovi mali v\u00a0Prahe mo\u017enos\u0165 podiskutova\u0165 si s\u00a0Polle de Maagtom. Ak v\u00e1m toto meno ni\u010d nehovor\u00ed, vedzte, \u017ee je to nie\u010do ako Troy McClure v\u00a0oblasti social care \u2013 ak ste po\u010duli o nejakej skvelej kampani s\u00favisiacej so z\u00e1kazn\u00edckym servisom, s\u00a0ve\u013ekou pravdepodobnos\u0165ou v\u00a0nej mal prsty.<\/p>\n","protected":false},"author":1,"featured_media":181,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-178","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-novinky"],"_links":{"self":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/178","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/comments?post=178"}],"version-history":[{"count":0,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/178\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media\/181"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=178"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=178"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=178"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}