{"id":1721,"date":"2013-03-29T16:38:14","date_gmt":"2013-03-29T16:38:14","guid":{"rendered":"https:\/\/kotarbinski.wordpress.com\/?p=1721"},"modified":"2019-02-17T15:37:17","modified_gmt":"2019-02-17T15:37:17","slug":"fasadyzm","status":"publish","type":"post","link":"https:\/\/kotarbinski.com\/blogomarketingu\/fasadyzm\/","title":{"rendered":"Fasadyzm"},"content":{"rendered":"

Ubrana w nowiutki str\u00f3j jak spod ig\u0142y Pani Konsultant, wypowiada\u0142a s\u0142owa z szybko\u015bci\u0105 karabinu maszynowego. Siedz\u0105ce naprzeciwko ma\u0142\u017ce\u0144stwo tkwi\u0142o w niemym zachwycie. Recytowa\u0142a ofert\u0119 tak, jakby by\u0142a na poetyckim konkursie w Ni\u017cnogorodnym. Przewalutowania, rewaloryzacje, lewarowania, indeksacje, dowjonsy, wigi i \u015bwiece. By\u0142a w wieku zdecydowanie przedemerytalnym, cho\u0107 warstwa fluidu na twarzy mia\u0142a sugerowa\u0107 10 lat mniej. – To wszystko<\/em> – zako\u0144czy\u0142a po 20 minutach wspania\u0142ej prezentacji – czyli rozumiem mo\u017cemy podpisa\u0107 dzi\u015b umow\u0119 maklersk\u0105?<\/em> – Ale my tylko ROR chcieli\u015bmy otworzy\u0107<\/em> – nie\u015bmia\u0142o wtr\u0105ci\u0142 m\u0105\u017c. – Na dow\u00f3d, na dow\u00f3d<\/em> – szybko doda\u0142a \u017cona.<\/p>\n

\"\"<\/p>\n

Fuzje firm przybieraj\u0105 najr\u00f3\u017cniejsze postacie. W jednej z nich zmienia si\u0119 fasada niczym w filmie „Amator”. Miasto decyduje si\u0119 na odmalowanie front\u00f3w „do telewizji”, reszt\u0119 pozostawiaj\u0105c bez zmian. Efekt jest nietrudny do przewidzenia. Firma zmienia logo, ma nowe strony www, nowych ludzi i komunikacj\u0119 „jeste\u015bmy nowi, lepsi – sprawd\u017a nas i przekonaj si\u0119 sam”. Zach\u0119ceni klienci przychodz\u0105, rozczarowuj\u0105 si\u0119 ow\u0105 „nowo\u015bci\u0105”, kt\u00f3ra okazuje si\u0119 „wypsiukan\u0105 i wyperfumowan\u0105 staro\u015bci\u0105” oraz oczywi\u015bcie daj\u0105 upust swojemu niezadowoleniu.<\/p>\n

W drugim przypadku, firma ca\u0142kowicie racjonalizuje procesy zarz\u0105dzania. A to niekoniecznie mo\u017ce podoba\u0107 si\u0119 istniej\u0105cym klientom. Przynajmniej cz\u0119\u015bci z nich. To charakterystyczna cecha strategii innowacyjnych, buduj\u0105cych nowe kategorie np. strategia „b\u0142\u0119kitnego oceanu<\/a>„. Firma zak\u0142ada, \u017ce cz\u0119\u015b\u0107 klient\u00f3w odejdzie, ale na ich miejscu pojawi\u0105 si\u0119 nowi.<\/p>\n

W trzecim przypadku, ka\u017cda fuzja to klasyczna „jesie\u0144 \u015bredniowiecza”, kt\u00f3r\u0105 klienci robi\u0105 firmie, firma – klientom i pracownicy tej\u017ce firmy sobie nawzajem, wy\u0142adowuj\u0105c frustracje na owych klientach … Najcz\u0119\u015bciej w infoliniach i na fanpage.<\/p>\n

Ka\u017cda firma podczas fuzji czy przej\u0119cia, pilnuje wszelkiej ma\u015bci aktyw\u00f3w. W chaosie zmian, zdarza jej si\u0119 zapomina\u0107, \u017ce najcenniejszym co posiadaj\u0105 \u0142\u0105cz\u0105ce si\u0119 firmy, to warto\u015b\u0107 posiadanych klient\u00f3w.<\/strong> Brak ich zaaga\u017cowania w proces, brak mechanizm\u00f3w dialogu czy konsultacji mo\u017ce dla firmy oznacza\u0107 niespodziewane i kosztowne konflikty w momencie promocji nowej oferty. Oczekiwany zachwyt nagle zamieni\u0107 si\u0119 mo\u017ce w skowyt zawodu i w\u015bciek\u0142e reakcje. Milcz\u0105cy milion klient\u00f3w nic nie znaczy wobec g\u0142o\u015bnej setki, gard\u0142uj\u0105cej na portalach spo\u0142eczno\u015bciowych. Niekt\u00f3rzy zapominaj\u0105, \u017ce dzi\u015b liczy si\u0119 nie tyle ilo\u015b\u0107 fan\u00f3w, ale wielko\u015b\u0107 zamieszania, jak\u0105 uda si\u0119 im wygenerowa\u0107.<\/p>\n

Ka\u017cda firma, kt\u00f3ra chce zaanga\u017cowa\u0107 klient\u00f3w zawsze znajdzie proste sposoby na ich zaproszenie do dzia\u0142ania. Wystarczy zamieni\u0107 bezosobowe rekordy z bazy danych w \u017cywe twarze, by\u0107 otwartym na krytyczne opinie i brak wazeliny. Trzeba tylko chcie\u0107. A czasem prze\u0142ama\u0107 barier\u0119 osobistych uprzedze\u0144 i przekonanie o w\u0142asnym debe\u015bciarstwie.<\/p>\n","protected":false},"excerpt":{"rendered":"

Ubrana w nowiutki str\u00f3j jak spod ig\u0142y Pani Konsultant, wypowiada\u0142a s\u0142owa z szybko\u015bci\u0105 karabinu maszynowego. Siedz\u0105ce naprzeciwko ma\u0142\u017ce\u0144stwo tkwi\u0142o w 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