Domov > Podjetništvo > ZAKAJ ANKETIRANJE STRANK VELIKOKRAT NAREDI VEČ ŠKODE KOT KORISTI?

ZAKAJ ANKETIRANJE STRANK VELIKOKRAT NAREDI VEČ ŠKODE KOT KORISTI?

22. 10. 2019

Danes sem prejel telefonski klic iz telefonskega studia proizvajalca mojega avtomobila. Delali so anketo zadovoljstva in ker sem bil nad zadnjim obiskom servisa izredno nezadovoljen, sem si vzel nekaj minut časa.

Oseba na drugi strani mi začne postavljati vprašanja: o tem, kako sem bil zadovoljen s kakovostjo dela servisa (nimam pojma, saj nisem serviser, da bi lahko kakovost opravljenega dela sploh ocenjeval),  o prijaznosti zaposlenih (vsi so bili zelo prijazni) ipd.

Seveda sem že težko pričakoval trenutek, ko bom lahko povedal slabo izkušnjo z zadnjim obiskom, kjer so za eno uro in pol zamudili dogovorjen čas, ko bi moral biti avto pripravljen. In seveda mi tega niso povedali takoj, ampak so mi vsakih 15 minut rekli »Joj, še 15 minut«.

Toda ta trenutek ni napočil. Na koncu pogovora je bilo videti, kot da sem bil popolnoma zadovoljen s servisom, saj sem na vsa njihova vprašanja odgovoril z visokimi ocenami.

Oseba na drugi strani se je že hotela zahvaliti za sodelovanje, ko sem jo prekinil in ji povedal svojo izkušnjo in razočaranje nad vsem skupaj.

In nato mi oseba odgovori: »Hvala, da ste mi to povedali, toda žal tega nimam kam vpisati v naš sistem«.

In tako si zdaj lahko že predstavljate vodjo marketinga, kako upravi podjetja poroča o visokih ocenah servisnih storitev in kako si vsi ploskajo, kako dobro delo opravljajo. Nato pa presenečeni ugotovijo, da so v zadnjem letu izgubili kup strank. Le zakaj?

Podobna prigoda se mi je zgodila pri zadnjem obisku Amsterdama. Z družino sem bil v boljšem hotelu, kjer smo pričakovali super nivo storitev. Toda zaradi kupa malenkosti, ki niso bile urejene, nismo bili ravno najbolj zadovoljni z bivanjem.

In kot po naključju, še med bivanjem prejmem e-pošto od hotela, v kateri je pisalo, da bi radi naredili z menoj kratko anketo zadovoljstva.

Super! Osebe na recepciji vse malenkosti, ki ne delujejo, ne zanimajo preveč, mogoče pa bo kdo

prebral mojo anketo. In verjetno že veste, kakšna je bila anketa. Kup zaprtih vprašanj, na katera sem odgovoril z najvišjimi možnimi ocenami, kajti postelja je bila res udobna in zajtrk je bil super.

Spet si torej vodstvo podjetja ploska za odlično delo, medtem, ko so stranke nezadovoljne.

Ali je anketiranje strank edina strategija, da pridemo do informacij?

Če tudi sami v podjetju uporabljate ankete zadovoljstva strank, potem raje dvakrat premislite, kako jih izvajate. Obstaja namreč izredno velika verjetnost, da so podatki, ki jih dobite iz njih, popolnoma ničvredni ali pa celo zavajajoči.

Sam sem v svojih podjetjih že pred leti uvedel prakso, da ko anketiramo stranke o njihovem zadovoljstvu, postavimo le par odprtih vprašanj in jim pustimo, da nam povedo tisto, kar si resnično želijo povedati. Nato tudi sam preberem odgovore strank, saj so njihove povratne informacije lahko vredne zlata.

Še boljša ideja pa je, da ste preprosto več v stiku s strankami. Namesto anketiranja raje pojdite do svojih strank in se z njimi osebno pogovorite. Na ta način boste dobili bistveno bolj poglobljene informacije in pa tudi veliko novih idej za izboljšave ali pa celo za nove izdelke in storitve.

Sir John Rose, dolgoletni direktor podjetja Rolls-Royce je bil znan po temu, da je veliko svojega časa posvečal obiskom strank po celem svetu. Justin King, izjemno uspešni direktor podjetja Sainsbury, pa je pogosto šel v trgovine podjetja in se tam oblečen v običajnega uslužbenca pogovarjal s strankami in jim pomagal pri nakupovanju.

Verjamem, da sta oba na ta način dobila bistveno boljše informacije, kot če bi sedela v pisarni in pregledovala super ocene iz anket.

Avtor: Robert Rolih

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Author

  • Robert Rolih

    Robert Rolih je bestselling avtor knjige The Million Dollar Decision in evropski javni govorec leta 2015 po izboru Professional Speakers Academy iz Londona. Svoje prvo podjetje je ustanovil iz ničle v študentski sobi, ko je bil star 23 let. Nato je do statusa vodilnega podjetja v branži pripeljal dve blagovni znamki. V zadnjih letih je naredil preskok od predavatelja, omejenega na Slovenijo, do predavatelja, ki si na zahodnih trgih deli oder z največjimi predavateljskimi zvezdami sveta, kot so npr. Gary Vaynerchuk, Brian Tracy, Rian Diess, Robert G. Allen, Andy Harrington in drugi.

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Izjemne tehnike, ki jih boste spoznali, vam bodo pomagale skokovito povečati učinkovitost marketinga in pridobiti več strank. Vsaka tehnika je predstavljena na eni strani in vsebuje tudi konkreten primer uporabe v podjetju. Avtorja programa sta mednarodni bestselling avtor Robert Rolih in podjetniška svetovalka Sara Brezigar.

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