{"id":3370,"date":"2020-08-14T06:09:48","date_gmt":"2020-08-14T03:09:48","guid":{"rendered":"https:\/\/inoveo.ro\/uncategorized\/fidelizarea-consumatorilor-parte-integranta-din-branding\/"},"modified":"2024-05-28T11:00:41","modified_gmt":"2024-05-28T08:00:41","slug":"fidelizarea-consumatorilor-parte-integranta-din-branding","status":"publish","type":"post","link":"https:\/\/inoveo.ro\/en\/branding-en\/fidelizarea-consumatorilor-parte-integranta-din-branding\/","title":{"rendered":"Fidelizarea consumatorilor, parte integranta din branding"},"content":{"rendered":"

Fara o comunitate de consumatori, un brand nu exista decat pe hartie. Brandul, chintesenta unui set de valori, aduna in jurul lui un grup de oameni care cred in aceleasi lucruri, asadar fidelizarea clientilor este obligatorie pentru orice brand cu ambitii mari.<\/em> De Dochita Zenoveiov<\/p>\n

Ca sa intelegem relatia dintre branding si fidelizarea consumatorilor, trebuie sa plecam de la definitia brandului si componentele branding-ului, relevanta si proces. C\u00e2nd compania activeaza diverse detalii din definitia relevantei, creeaza motivul de cumparare, acesta ii genereaza o relatie cu clientii iar atunci c\u00e2nd relatia se dezvolta are ca rezultat fidelizarea clientilor. <\/p>\n

Dar ce este relevanta ? Raspunsul la aceasta intrebare include raspunsuri la intrebari ca \u201dDespre ce este brandul meu?\u201d, \u201dCare este fundatia lui ?\u201d. Din acest capitol fac parte misiunea, viziunea si valorile companiei, notiuni preluate de la marile corporatii internationale, care nu trebuie sa ram\u00e2na la nivelul de citate frumoase pe site-ul companiei.<\/p>\n

Valorile reprezinta toate lucrurile relevante pentru client. Un retailer ar trebui constientizeze faptul ca scopul businessului sau nu este doar sa acopere anumite nevoi ale unui client. Ar trebui sa stie ca fidelizarea clientilor pleaca de la lucrurile de baza, cum ar fi sa livreze mai bine dec\u00e2t ceilalti jucatori din piata. Mai bine inseamna mai repede, mai curat, mai empatic, mai prietenos, iar aceste lucruri se pot realiza in magazine prin angajati, prin sistemul de curatenie, orarul unitatilor etc. Valorile brandului trebuie regasite inclusiv in politica de recrutare si in oamenii angajati. Cel mai important, valorile facute publice trebuie sa fie traduse prin comportamente adecvate.<\/p>\n

Valorile si relevanta lor genereaza modalitatea prin care brandul ajunge la viziune. Daca misiunea se concretizeaza prin actiunile zilnice intreprinse ca sa livrezi viziunea, viziunea este raspunsul la intrebarea \u201dUnde ajung peste 5 ani?\u201d. Viziunea trebuie sa aiba o varianta interna, mai detaliata, pentru angajati si una externa, mai general, declarata publicului. Daca un retailer doreste ca shopperii sa il recomande mai departe sau sa ii viziteze magazinele mai des, atunci trebuie sa aiba angajati care sa creada in valorile de brand proclamate. <\/p>\n

Pentru fidelizarea eficienta a clientilor, viziunea trebuie comunicata astfel inc\u00e2t clientul sa devina constient ca retailerul investeste in relatia cu el. O companie care doreste sa fie perceputa drept empatica poate fi o companie care iubeste animalele si atunci poate dona produse inainte de expirare catre un centru de ingrijire a cainilor. Oamenii sunt fiinte emotionale, asadar in procesul de fidelizare va avea succes o companie care face mai mult dec\u00e2t sa v\u00e2nda produse. Foarte important, viziunea trebuie comunicata pe toate canalele, in niciun caz tinuta in sertar. <\/p>\n

Misiunea este relatia dintre valori si viziune. Triunghiul misiune, viziune, valori este baza pentru crearea relatiei cu clientii, pentru atragerea si mentinerea lor. Iar clientii sunt aceia care definesc brandul, in contextul in care brandul dezvolta o comunitate in jurul lui. Pentru anumiti clienti este mai importanta componenta de responsabilitate sociala a corporatiilor, pentru altii vor conta alte detalii. Brandul este practic un set de valori care aduna in jurul lui un grup de oameni care cred in acelasi set de valori. Comunitatea de clienti loiali va recomanda brandul prietenilor lor si astfel cercul va creste organic.<\/p>\n

Customer journey, o calatorie in doi<\/strong><\/p>\n

Harta pozitionarii unui brand ia in calcul o data verticala personala a individului si apoi raportarea la comunitate, adica apartenenta la un grup. Rom\u00e2nii cumpara produse similare cu cele pe care le achizitioneaza membrii familiei sau prietenii, av\u00e2nd tendinta sa mimeze comportamentul celor din jur. Asadar, daca se lanseaza un produs nou si un membru din comunitate il utilizeaza, restul comunitatii va adopta un comportament similar.<\/p>\n

Exista tool-uri speciale care trec clientul prin fiecare touch-point si genereaza situatii specifice, astfel inc\u00e2t companiile au ocazia de a vedea exact cu ce se pot confrunta si cum pot satisface clientul in fiecare moment cheie, de c\u00e2nd a auzit de brand si p\u00e2na ajunge sa cumpere, precum si dupa aceea.<\/p>\n

Astfel ajungem la \u201dcustomer journey\u201d, calatoria pe care clientul si brandul o fac impreuna si care subliniaza importanta relatiei constante dintre cele doua parti. De ce mai este necesar ca un brand cunoscut sa comunice ? Parafraz\u00e2nd, pentru ca brandurile care nu se vad se uita. In cazul unui produs nou, consumatorul trebuie sa auda de el de sapte ori p\u00e2na in momentul achizitiei. <\/p>\n

Este bine sa fie implicati in customer journey si angajatii care au o relatie directa cu clientii (marketing si v\u00e2nzari), dar si ceilalti. Daca departamentele de marketing si v\u00e2nzari ajuta compania sa dezvolte un customer journey mai bun dec\u00e2t al competitorilor, departamentele de productie pot evidentia beneficii suplimentare ale produsului. <\/p>\n

In cazul unui brand nou, teoria spune ca la lansare, acesta se afla la o distanta egala de clienti, precum si de restul brandurilor competitoare. Brandul se apropie de clienti prin relevanta si in acest proces se indeparteaza de competitori, iar acest lucru inseamna de fapt diferentierea. Pe fondul globalizarii si al comertului online, astazi diferentierea se realizeaza din ce in ce mai dificil, fiind aproape imposibil pentru brandurile mici sa inoveze produsele. <\/p>\n

Client nemultumit sau client fidel?<\/strong><\/p>\n

Interactiunea brandului cu clientii genereaza uneori nemultumiri, inevitabil exist\u00e2nd consumatori care au exeperiente neplacute cu produsele, serviciile sau angajatii companiei.
\nDar un client nemultumit care isi exprima in public nemultumirea poate genera o reactie in lant a altor membri ai comunitatii. Statisticile arata ca un client nefericit genereaza 10 reactii, in timp ce un client fericit genereaza doar o reactie. <\/p>\n

Clientul nemultumit poate sa devina client loial pe termen lung daca este tratat cum trebuie, iar abordarea angajatilor este una foarte empatica. Majoritatea brandurilor din Rom\u00e2nia nu sunt fericite atunci c\u00e2nd ca primesc reclamatii, dar este o situatie in care ele pot c\u00e2stiga clienti. Mentalul clientului nemultumit este ca, in momentul in care face o reclamatie, se asteapta ca problema sa fie solutionata. Iar brandurile care rezolva problemele isi pastreaza clientii. Problemele adevarate apar atunci c\u00e2nd companiile ignora nemultumirile clientilor si nu le ofera niciun fel de feedback.<\/p>\n

Atragerea clientilor noi se poate realiza prin crearea unui dialog, oferte de pret avantajoase, interactiune la nivel personal, viteza de reactie, coerenta si consistenta in comunicare. <\/p>\n

Printre strategiile pentru pastrarea clientilor se numara: crearea unui cont de client, imbunatatirea serviciului de relatii cu clientii, programele de loialitate, oferirea de discounturi sau credite clientilor recurenti.<\/p>\n

Dochita Zenoveiov este fondator al agentiei de branding INOVEO, www.inoveo.ro<\/a><\/em><\/p>\n

Citeste articolul in Revista Progresiv<\/em>
\n<\/p>\n","protected":false},"excerpt":{"rendered":"

Fara o comunitate de consumatori, un brand nu exista decat pe hartie. Brandul, chintesenta unui set de valori, aduna in jurul lui un grup de oameni care cred in aceleasi lucruri, asadar fidelizarea clientilor este […]<\/p>\n

Read More… from Fidelizarea consumatorilor, parte integranta din branding<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[78],"tags":[],"class_list":["post-3370","post","type-post","status-publish","format-standard","hentry","category-branding-en"],"yoast_head":"\nFidelizarea consumatorilor, parte integranta din branding - INOVEO<\/title>\n<meta name=\"description\" content=\"Fara o comunitate de consumatori, un brand nu exista decat pe h\u00e2rtie. 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Doctor Niculae D. Staicovici 51, Etaj 2, Ap 5","addressLocality":"Bucuresti","postalCode":"050559","addressRegion":"Bucure\u0219ti","addressCountry":"RO"},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/inoveo.ro\/en\/branding-en\/fidelizarea-consumatorilor-parte-integranta-din-branding\/#local-main-organization-logo","url":"https:\/\/inoveo.ro\/wp-content\/uploads\/2020\/08\/inoveo-logo.png","contentUrl":"https:\/\/inoveo.ro\/wp-content\/uploads\/2020\/08\/inoveo-logo.png","width":336,"height":416,"caption":"INOVEO Concept"}]},"geo.placename":"Bucuresti","geo.region":"Romania"},"featured_image_src":"","featured_image_src_square":false,"author_info":{"display_name":"Inoveo","author_link":"https:\/\/inoveo.ro\/en\/author\/marius\/"},"rbea_author_info":{"display_name":"Inoveo","author_link":"https:\/\/inoveo.ro\/en\/author\/marius\/"},"rbea_excerpt_info":"Fara o comunitate de consumatori, un brand nu exista decat pe hartie. Brandul, chintesenta unui set de valori, aduna in jurul lui un grup de oameni care cred in aceleasi lucruri, asadar fidelizarea clientilor este [...]<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/inoveo.ro\/en\/branding-en\/fidelizarea-consumatorilor-parte-integranta-din-branding\/\">Read More...<span class=\"screen-reader-text\"> from Fidelizarea consumatorilor, parte integranta din branding<\/span><\/a><\/p> [...]<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/inoveo.ro\/en\/branding-en\/fidelizarea-consumatorilor-parte-integranta-din-branding\/\">Read More...<span class=\"screen-reader-text\"> from Fidelizarea consumatorilor, parte integranta din branding<\/span><\/a><\/p>","category_list":"<a href=\"https:\/\/inoveo.ro\/en\/category\/branding-en\/\" rel=\"category tag\">BRANDING<\/a>","comments_num":"0 comments","_links":{"self":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts\/3370","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/comments?post=3370"}],"version-history":[{"count":1,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts\/3370\/revisions"}],"predecessor-version":[{"id":7265,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts\/3370\/revisions\/7265"}],"wp:attachment":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/media?parent=3370"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/categories?post=3370"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/tags?post=3370"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}