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Патриша Сейболд е световноизвестен експерт по въпросите на потребителския опит и лоялност на клиента. Тя е основател и главен изпълнителен директор на консултантската фирма Patricia Seybold. Group Inc.
- Г-жо Сейболд, една от най- продаваните ви книги носи името "Вмъкнато новаторство". Какво трябва да разбираме под това понятие?
- Външното, или вмъкнатото новаторство (outside Innovation) акцентира върху клиента, върху неговата централна роля във всяка маркетингова стратегия. Външното новаторство се случва, когато говорим, че клиентът участва дейно в проектирането и съставянето на всеки бизнес план, в основния замисъл на всяко бизнес начинание.
Това добавено новаторство от страна на клиента намира своето отражение в основната продуктова линия на марката, в предлаганите услуги, във фундаменталния бизнес модел. Случва се, когато клиентът влиза в равноправната роля на ваш бизнес партньор, който умее да привлича други клиенти и да създава, нещо като цяла нова екосистема, живееща самостоятелно около вашата търговска марка.
Добрата новина тук е, че този вид иновация е добре предсказуема като процес. Лошата новина е, че много мениджъри от висшите етажи на властта все още не вярват в тази огромна сила. Това води до големи загуби, може да се стигне дори и до фалити.
- Говорите и за "революция на клиента". Разкажете ни повече за това?
- Моята книга "Революция на клиента" (The Customer Revolution) беше публикувана през 2001 г. Какво представлява този вид революция ли? Благодарение на интернет и възможностите за комуникация в мобилната мрежа, купувачът днес наруши - а в някои области на мениджмънта и маркетинга направо разруши - стандартите и наложените от десетилетия практики.
Сега всеки обикновен потребител може да сваля и разменя музика от Мрежата без никакви проблеми, да създава собствени блогове, да споделя своите лични преживявания и снимки с целия свят, но най важното - да сравнява цените на продуктите в различни точки на света.
Клиентът днес се интересува и от прозрачността на всеки бизнес; дали чрез него се перат пари; дали се спазват правата на трудещите се и се плащат дължимите данъци; дали се полагат грижи за природата среда на нашата планета. Всеки умен бизнесмен усеща накъде духа вятърът на промяната и навреме успява да се включи в карнавалното забавление на Клиента.
Ако един бизнес иска да бъде жизнен и да има силни марки на пазара, той задължително трябва да се вслушва в онова, което му казва потребителят, в критиките, които се отправят към него, в това, което хората искат да видят от марката в бъдеще.
Патриша Сейболд има над 30-годишен опит в консултирането на повече от 500-те водещи компании от списъка на "Форчън". Тя е един от най- продаваните автори в света, пишещи за "Новата икономика", в която цар е клиентът.
- А какво трябва да разбираме под "тотален опит на клиента"? Как опитът на клиента може да води до лоялност към марката?
- Тоталният опит на клиента (total customer experience) включва постоянното присъствие и представяне на марката на пазара; безупречната дистрибуция; взаимодействието и взаимното влияние между марката и клиента, емоционалната връзка, дори приятелство между потребителя и бранда; целия опит на купувача от марката.
Всяка среща на клиента с марката трябва да бъде съвършена. Клиентът проявява лоялност към дадена търговска марка само когато в една или друга степен се идентифицира с нея, открие нещо от себе си в културата, която битува около конкретен бранд.
За вярност и лоялност може да говорим само когато потребителят остава с положително чувство при всеки допир с марката, с отлично впечатление от контакта с всеки представител на бранда.
- Как клиентът може да бъде накаран да участва в процеса, в брейнсторминга, в измислянето на концепцията, които задължително предшестват пускането на пазара на нов продукт, услуга или марка?
- Ние практикуваме - и се опитваме да научим нашите клиенти, които консултираме от години, - задължително да включат потребителя като един от основните лакмуси при изработването и лансирането на всеки нов продукт, услуга, процес, бизнес или индустриална трансформация.
Първата стъпка е да се намерят потребители, на които наистина им пука за проблема, който вие бихте искали да обсъдите и разрешите с тях. Тези клиенти трябва да са и творчески настроени, да са готови да изразят своето мнение открито и да предлагат конкретни решения.
Следващата стъпка е да се срещнеш с тези безценни помощници, да се разговаря лично с тях и да се разбере дали те осъзнават докрай тежката отговорност, която ще падне на плещите им и какво точно ще се изисква от тях.
Одобрените кандидати се групират в отбори, които споделят еднакви възгледи за развитието на марката. Всеки от тези отбори се среща поотделно с целия висш мениджърски екип - от главния изпълнителен директор на фирмата до основните партньори. Заедно, с помощта на водачеството на клиента, постепенно изкристализира идеалният сценарий и екосистема от предложения, услуги, продукти, процеси, комуникационна политика..., които ще заведат бизнеса в мечтаната Обетована земя.
Патриша Сейболд има бакалавърска степен по сравнителна литература от колежа Goddard, щата Върмонт.
- Вие сте един от водещите специалисти по онлайн маркетинг в света. Защо е важно един бизнес да присъства в интернет?
- Повечето организации имат нужда да бъдa представени във виртуалното пространство. Всеки бизнес трябва да бъде достижим и онлайн, да се намери информация за него в Мрежата, да образова аудиторията си онлайн, да разрешава проблеми или да продава продуктите си.
Обратната връзка с аудиторията е важна, защото тя служи като ориентир, критичен коректив, водещ критерий при съставянето на всяка добра маркетинг стратегия.
Хубаво е да се види какво вашият бранш и вашите конкуренти са направили по този въпроса, кои са най- добрите при достигане на целевата аудиторията онлайн. След това лесно ще усетите по какво се различавате от останалите и как да се диференцирате от преките си конкуренти.
- Как новите медии в момента променят класическия маркетинг микс?
- Факт е, че сега музиката, видеото, фотографията, анимацията може много лесно да бъдат разпространявани дигитално. Това е резултат от две основни тенденции, които действат в маркетинга, комуникациите и индустрията на забавлението.
Първо, всички големи световни играчи на медийната сцена са се обединили около идеята, че тяхното медийно съдържание трябва да бъде достъпно безплатно в интернет. Този достъп задължително трябва да бъде без никакви спънки.
Второ, всяка медия или марка сега се стреми да провокира аудиторията - публиката да вземе дейно участие в съставянето на медийното съдържание чрез лични коментари, снимки, видео репортажи, музика...
- Може ли наистина да се изгради силна нова марка в началото на новото столетие? По-трудно ли се изгражда и поддържа една търговска марка днес?
- Да, може. Купувачите все още са изпълнени със силно желание да прегърнат всяка нова марка, която има смелостта да им предложи уникално и неизживявано до сега усещане или опит. Потребителят е отворен към нови марки, които максимално се доближават до личните представи и нужди на всеки от нас.
Дори нещо повече -.аз лично мисля, че днес може много по-лесно да изградиш нова марка, ако вербуваш за каузата целевата си аудитория. Ако потребителят е твой съюзник, ти лесно ще намериш своята пазарна ниша, основния си фокус, имиджа на марката. Впоследствие, същата тази аудитория ще ви помогне да запазите и своята автентичност.
Не трябва да се забравяме и още нещо. Всяка марка трябва да се постарае да бъде приятел както с децата, така и с възрастните. Вкусът на детската аудитория днес ще подскаже много от тенденциите и модата на пазара след 10 или 20 години.
- Лесно ли една жена успява в света на мениджмънта и маркетинга, които по право са запазена територия за представителите на силния пол?
- И да, и не! Да - защото жените усещат някои невидими тенденции в бизнеса с вродената си интуиция. Не - защото на нас понякога ни се налага да работим двойно, само защото носим поли.
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