Kaip lietuviškas šampūnas šunims įtiko australams

Lietuvišką šampūną šunims žmonės perka ne tik Europoje, bet ir Australijos bei  abiejuose Amerikos žemynuose. Koks yra geriausias raktas, atveriantis duris į pirkėjų lojalumą, kaip sukurti istoriją ir tapti išskirtiniu kliento sąmonėje, konferencijoje „Klientų patirtys 2020: įsitraukimas, lojalumas, inovacijos“ įžvalgomis dalinsis žymiausi rinkodaros, skaitmenizacijos ir kliento patirčių valdymo profesionalai.

„Shoo“ šampūną šunims, bet tinkantį ir žmonėms, žino ne tik pirkėjai Lietuvoje. Šį šampūną perka šunų mylėtojai Didžiojoje Britanijoje, Vokietijoje ir net Australijoje bei JAV. Užsienio rinkose šampūną parduodantys Arūnas Matačius ir Darius Bagdžiūnas tikina radę naują nišą, kurią tendencijų portalas Trendhunter.com įvardino kaip „Crossbreed Hygiene“ (liet. higiena įvairiems augintiniams).

„Visa esmė slypi paprastume ir mažose detalėse. Tai, kad šampūnas šunims tinka ir žmonėms, veikia kaip masalas diskusijai, tačiau tai tėra žaidimas. Pavyzdžiui, morka irgi tinka ir žmogui, ir šuniui, todėl iš principo viskas, kas atsiranda natūraliai iš žemės yra pritaikyta jos gyventojams – ar tai būtų žiurkėnas, ar žmogus, ar šuo. Taigi, komunikuodami žinutę apie šampūną šunims, mes tiesiog pasakome tai, ką jau ir taip visi žino“, – apie sėkmės istoriją kalba D. Bagdžiūnas.

Klientų patirčių valdymo ekspertas Kšištof Zmitrovič sako, kad kiekvienas žmogus natūraliai siekia laimės, dėl to ir priimdamas sprendimą pirkti, žmogus eis ten, kur jausis geriau, kur viskas vyks sklandžiai, o jis pats jausis gerbiamas, reikalingas ir svarbus. „Daugelis tyrimų ir sėkmingiausių organizacijų praktika rodo: jei organizacijos valdys klientų patirtį, jos valdys rinką“, – teigia K. Zmitrovič.

Jis pažymi, kad vis tik europiečiai yra daugiau konservatyvūs, lėtesni ir kai kuriose rinkose jau ir pramiegoję sėkmės šansus, kai, pavyzdžiui, Azija ir JAV pakliūna tarp greitai naujoves perimančių šalių.

„Akivaizdu, kad itin svarbu yra siekti suprasti ne tik fizinius, bet ir emocinius klientų poreikius – ko jis tikisi pirkdamas vienokią ar kitokią paslaugą ar prekę, kas jam yra vertė. Lojaliais klientais būna tie, kurie visiškai patenkina visus savo poreikius“, – tikina „OVC Consulting“ konsultantas K. Zmitrovič.

Ir nesvarbu, ar kompanija veikia Lietuvoje, ar užsienyje, ji turės didelį pranašumą klientų atžvilgiu, jei žaibiškai reaguos į iškilusią probleminę situaciją ir viską išspręs kliento naudai. „Tyrimai rodo, kad problemą išsprendus jos atsiradimo metu, klientas būna labiau lojalus net už tuos, kurie problemos visiškai nepatyrė ir viskuo buvo patenkinti. Žmonės nori jausti, kad jie svarbūs ne tik tada, kai viskas vyksta sklandžiai ir pinigai mokami laiku, bet ir tada, kai yra problemos“, – teigia specialistas.

Kiek sudėtingiau pelnyti klientų pasitikėjimą, kai produktas ar paslauga nėra įprasti ir kasdieniški, todėl klientas turi būti ruošiamas, ko verta tikėtis, o ko ne. Kartais neadekvačiai aukšti klientų lūkesčiai gali tapti tiesiu keliu į žmonių nepasitenkinimą ir blogą patirtį.

„Svarbu stengtis, kuo geriau suprasti, ko klientas tikisi ir jam tą duoti bei skirti jėgų, laiko sugalvoti, ką galima padaryti daugiau, kad prekės ar paslaugos vertė būtų didesnė. Jei pirkėjas mano, kad jo investuojami pinigai ir kiti resursai atsiperka, tuomet jis yra tinkamame kelyje. Tuomet, kai žmogui reikia įdėti papildomų pastangų ar investicijų norimam rezultatui gauti, jo patirtis bus neigiama“, sako K. Zmitrovič.

Konferencija „Klientų patirtys 2020. Įsitraukimas, lojalumas, inovacijos“ vyks spalio 25 d. Vilniuje. Plačiau:http://lvk.lt/lt/renginiai/seminarai/klientu-patirtys-2020-isitraukimas-lojalumas-inovacijos

Lietuvos verslo konfederacijos inf.

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