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Жалоба как подарок. Обратная связь с клиентом — инструмент маркетинговой стратегии
- Джанелл Барлоу, Клаус Мёллер. Ключевые идеи книги
- Narrado por: Малашко Екатерина
- Duración: 35 m
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Жалоба как подарок. Обратная связь с клиентом — инструмент маркетинговой стратегии
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Resumen del Editor
Согласно Джанелл Барлоу, жалобу нужно воспринимать позитивно. Жалуясь, клиент на самом деле сообщает о своем желании и дальше пользоваться услугами организации. В руках опытного маркетолога жалоба - это подарок. Это сигнал для руководства о плохом обслуживании клиентов, недостатках логистики или товара. Так что лучше создавать потребителям условия для выражения претензий, а не пытаться снизить их количество. В книге собраны психологические портреты жалобщиков, описан подход к каждой категории, даны эффективные и подробные советы, как реагировать на претензии. Вместо дорогостоящих маркетинговых приемов - контрольных закупок, анкет и опросов - нужно всего лишь прислушаться к клиенту. Если компания способна подстроиться под пожелания, то человек, как правило, готов заплатить за ее товары больше.
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