3 Zomwe Tikuphunzira Kuchokera Kumakampani Otsatira Amakasitomala Athu

Zomwe Tikuphunzira Kumakampani a Customer Centric

Kusonkhanitsa malingaliro amakasitomala ndiye gawo loyambirira lodziwitsa makasitomala zabwino. Koma ndi sitepe yoyamba yokha. Palibe chomwe chimakwaniritsidwa pokhapokha ngati mayankhowo achititsa kanthu kena kake. Nthawi zambiri mayankho amasonkhanitsidwa, amaphatikizidwa kukhala nkhokwe ya mayankho, kuwunikidwa pakapita nthawi, malipoti amapangidwa, ndipo pamapeto pake chiwonetsero chimaperekedwa kuti chithandizire kusintha.

Pakadali pano makasitomala omwe adapereka mayankho atsimikiza kuti palibe chomwe chikuchitika ndi zomwe akuthandizira ndipo atha kupita kwa wogulitsa wina. Mabungwe okhudzidwa kwambiri ndi makasitomala amazindikira kuti makasitomala ndianthu payekha ndipo safuna kuchitidwa ngati gawo limodzi. Makasitomala amayenera kuwonedwa monga aliyense, osati manambala. Kwa makampani ena, izi ndizofunikira, monga zatsimikiziridwa ndi mndandanda wa Forbes wapachaka wa Makampani Ambiri Amakasitomala. makampani. 

Makampani opanga makasitomala amakhudzidwa kwambiri ndi makasitomala awo. M'malo moyendetsedwa ndi omwe akugawana nawo kapena ndalama, makampaniwa amaika makasitomala pachisankho chilichonse chomwe angapange. Amayang'ana kwambiri kasitomala chifukwa chogwiritsa ntchito kwambiri mankhwala. Kuchulukaku kumawonekera pakugwira ntchito bwino komanso kasitomala wogwirizana.

Blake Morgan, Wothandizira wamkulu wa Forbes

Poganizira zomwe zimapangitsa makampaniwa kukhala opambana pokhala okonda makasitomala, mitundu ingapo imawonekera. Kuyang'ana mitundu iyi kungakhale kothandiza pothandiza makampani ena kulimbitsa ubale wawo ndi makasitomala.

Phunziro 1: Pezani Ogwira Ntchito Kukwera

Kampani yothandizira zachuma USAA, yomwe ndi # 2 pamndandanda wa Forbes wa 2019, imalimbikitsa ogwira ntchito kuti aphunzire zamakasitomala kuti athe kupereka upangiri woyenera komanso malingaliro pazogulitsa. Amalipira chifukwa a USAA Ndalama Yothandizira Ndalama (NPS) ndi kanayi kuchuluka kwa banki. USAA imathandiza ogwira ntchito kumvetsetsa malingaliro amakasitomala, malinga ndi nkhaniyi Momwe USAA Imaphika Makasitomala Kukumana Kwatsopano Kupanga Chikhalidwe Cha Kampani Yake. Thandizo ili ndi awa:

  • Kupereka labu yopezeka, pomwe ogwira ntchito angaganizire momwe ntchito zitha kusinthira anthu olumala. Tengani cheke kupanga sikani, mwachitsanzo. Mu lababu yopezeka, ogwira ntchito ku USAA adapanga ukadaulo wogwiritsira ntchito mawu kuti anthu omwe ali ndi vuto la kuwona amve zomwe zili cheke pamene foni yawo ikuyang'ana.
  • Kuphunzitsa anthu ogwira ntchito zankhondo kuyambira makasitomala a USAA ndi asitikali ndi mabanja awo. Maphunzirowa akuphatikizapo kukonzekera ndi kudya ma MRE (chakudya, okonzeka kudya) ndi kuboola pang'ono ndi sergeant wopuma pantchito. Kalata yamakalata ya ogwira ntchito imapereka zosintha m'moyo wankhondo.

Ogwira ntchito amathanso kugawana malingaliro awo momwe angathandizire makasitomala. Chaka chilichonse, ogwira ntchito amapereka malingaliro pafupifupi 10,000; Malingaliro a 897 alandila ma patenti aku US, malinga ndi nkhani yokhudza chikhalidwe cha makasitomala ku USAA. Munthawi yamkuntho ya Hurricane Harvey mu 2017, kuthandizira kampaniyo pakupanga zatsopano kunapangitsa kuti pakhale pulogalamu yapaintaneti ndi zithunzi zam'mbuyomu komanso pambuyo pake kuti mamembala a USAA athe kuwona kuwonongeka kwa nyumba zawo asanawone m'maso.

Kuti avomereze kutsata kwamakasitomala, CEO, oyang'anira akulu, ndi gulu lotsatsa ayenera kuvomereza kuyang'ana kwambiri pakukwaniritsa zomwe makasitomala akuchita. Chief Marketing Officer ndi akuluakulu ena atha kulimbikitsa ena mgululi kukhazikitsa okhazikika monga kachitidwe kabwinoko ndikupanga mapulogalamu kuti azithandizire.
Kuphatikiza apo, ndikulimbikitsa kuti musankhe wantchito yemwe angakhale ngwazi yamakampani anu. Munthuyu sayenera kukhala wamkulu wapamwamba koma ayenera kukhala munthu wokhala ndi mphamvu zokopa ena ndikuwayankha mlandu. Ndipo akuyenera kukhala ofunitsitsa kuchita ngati othandizira kutengera kwamakasitomala ndikudzipereka kuthandiza pakampani pazolinga zamakasitomala. 

Phunziro 2: Sinthani Makasitomala

Mu 2019, Hilton adalandira Index Yokhutiritsa Makasitomala aku America (ACSI) mphambu 80, yomwe inali yopambana kwambiri ndipo imodzi imagawidwa ndi hotelo imodzi yokha. Pomwe amakhala ndi chidwi chambiri, a Hilton amasankha kuchitira makasitomala monga aliyense payekhapayekha osati nambala wamba. 

Chitsanzo chimodzi cha izi ndi chipinda cholumikizidwa cha Hilton, chomwe chimathandiza mamembala a Hilton Honors kutsatsa zosangalatsa zomwe amakonda, kukhazikitsa zomwe amakonda pa TV ndi kutentha kwapakati, ndikuwongolera TV, magetsi, ndi thermostat kudzera pulogalamu yomwe amatsitsa pafoni, malinga ndi kabuku ka pa Hilton Kulumikizidwa Malo. 

Alendo ali ndi chiwongolero chofananira chomwe ali nacho kunyumba, ndipo chimapangitsa kukhala kosavuta kopanda mafunde. Izi zimatipatsa mwayi waukulu kuposa omwe timapanga nawo msika.

Woyang'anira wamkulu wa Canopy wolemba Hilton

Kusintha makonda makasitomala kumafunikira kumvetsetsa kwathunthu zosowa ndi zofunikira za kasitomala aliyense. Njira yabwino yolowetsera kasitomala m'maganizo a tsiku ndi tsiku ndiyo kuyamba kutsatsa misonkhano ndi kasitomala yemwe ali pamwambamwamba. Ogwira ntchito atha kuchita izi:

  • Kugawana zomwe aphunzira pazokambirana zaposachedwa ndi kasitomala
  • Kukhala ndi winawake wolankhula ndi malonda kapena chithandizo kuti agawane zatsopano zomwe aphunzira zokhudza kasitomala
  • Kubwereka njira yaku Amazon yofunsa mafunso awa pazinthu zatsopano: Kodi makasitomala amakhudzidwa ndi lingaliro ili ndani? Chifukwa chiyani lingaliro ili lingawasangalatse? Kuunikanso miyala yatsopano kapena yosinthidwa kwa makasitomala, monga NPS 

Phunziro 3: Chitanipo kanthu Pakayankha Makasitomala

Tsiku la ntchito. sichimangokhala pachiyanjano, malinga ndi blog tsiku la Ntchito Kasitomala Akutanthauza Njira Yapakati Sikhala Yabwino. Kampaniyo imalimbikitsa makasitomala kuti athandizire kukulitsa chitukuko chazogulitsa pomangomulandila kapena kuyesa zatsopano asanatuluke. 

Tikukhulupirira kuti makasitomala amakhutira pomwe angathe kupereka, ndipo timakhala ogwira mtima kwambiri tikamapereka zinthu zatsopano, kukonza, ndi kuthekera kutengera malingaliro anu.

Wogulitsa Makasitomala a Emily McEvilly

Ngakhale malingaliro aposachedwa kwambiri a kasitomala ndi nkhani yabwino pamisonkhano, sikuyenera kukhala nthawi yoyamba kukambirana. Dongosolo loyenera ndiloyankha kaye kasitomala kaye pomupatsa wogwira ntchitoyo kuti athetse - mkati mwa maola 24 ngati zingatheke - kenako nkumagawana mayankho kwa aliyense m'bungweli. Malingaliro amakasitomala akuyenera kuwonekera poyera komanso kufikirika. Nkhani zabwino komanso zoipa ziyenera kufotokozedwa momasuka.

Mutatha kuthana ndi vutoli, muyenera kusanthula mayankho kuti muwone m'mene zakhalira ndikukambirana momwe mungapewere zovuta zofananazo kuti zisadzachitike mtsogolo. Izi zithandizira kumvetsetsa kwamakasitomala anu ndikupanga chidaliro kuchokera kwa makasitomala.

Tengani Njira Zopita Kasitomala-Centricity

Kukhala bungwe loyang'ana kasitomala kumafunikira kukwera aliyense kuchokera pamwamba, ndikupanga zokumana nazo za makasitomala, ndikusonkhanitsa ndikuyankha mayankho amakasitomala. Tsatirani chitsanzo chokhazikitsidwa ndi makampani opanga makasitomalawa ndipo gulu lanu lotsatsa komanso bungwe lanu liziyandikira kasitomala wanu ndikuwonjezera mwayi wopeza ndi kusunga zambiri. 

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