{"id":2291,"date":"2013-09-17T10:55:13","date_gmt":"2013-09-17T10:55:13","guid":{"rendered":"https:\/\/kotarbinski.wordpress.com\/?p=2291"},"modified":"2019-02-14T20:58:48","modified_gmt":"2019-02-14T20:58:48","slug":"dziadostwo","status":"publish","type":"post","link":"https:\/\/kotarbinski.com\/blogomarketingu\/dziadostwo\/","title":{"rendered":"Dziadostwo"},"content":{"rendered":"

– Dziadostwo<\/em> – us\u0142ysza\u0142em kobiecy g\u0142os z fotela za mn\u0105 – to po prostu zwyk\u0142e dziadostwo. Kiedy\u015b chocia\u017c cola jeszcze by\u0142a<\/em>. Adresatem owej puenty by\u0142 lotniczy w\u00f3zek na napoje, kiedy\u015b wype\u0142niony po brzegi wszelkim dobrem. Dzi\u015b kr\u00f3lowa\u0142a wy\u0142\u0105cznie niegazowana woda mineralna w p\u00f3\u0142toralitrowych butelkach, rozlewana w niewielkie, plastikowe kubeczki, charakterystycznych dla supermarketowych promocji.<\/p>\n

To by\u0142 Eurolot, op\u00f3\u017aniony o 3 godziny rejs do Gda\u0144ska. Teoretycznie wszystko mo\u017cna by\u0142oby zrzuci\u0107 na karb „tanich linii”. Dowcip polega na tym, \u017ce ten sam zestaw by\u0142 oferowany rano w locie do Warszawy. Ale przewo\u017anikiem by\u0142 LOT co czyni pewn\u0105 r\u00f3\u017cnic\u0119.<\/p>\n

„Bezp\u0142atny pocz\u0119stunek w cenie” jest poj\u0119ciem podobnym do „rozmowy z konsulem w ambasadzie USA” w ramach realizacji procedury wizowej. Rozpi\u0119to\u015b\u0107 wyobra\u017ce\u0144 bywa olbrzymia. Dla jednego \u00f3w pocz\u0119stunek to przystawka, zupa, drugie danie, deser, nap\u00f3j, szampan i kawa, a dla drugiego mikrowafelek z wod\u0105 mineraln\u0105. „Rozmow\u0119 z konsulem” w Ambasadzie USA w ramach procedury wizowej wyobra\u017ca\u0142em kiedy\u015b sobie jako mi\u0142e, p\u00f3\u0142godzinne spotkanie, fotel, kawa, cygaro, sympatyczna pogaw\u0119dka, a w rzeczywisto\u015bci procedura przypomina obs\u0142ug\u0119 na poczcie. Ale si\u0142a naszych wyobra\u017ce\u0144 versus rzeczywisto\u015b\u0107 wp\u0142ywa na postrzeganie serwisu czy us\u0142ug \u015bwiadczonych nam przez r\u00f3\u017cne marki. Warto\u015bci\u0105 jest r\u00f3wnie\u017c „warto\u015b\u0107 postrzegania” – bardzo subiektywne, indywidualne odczucie, gust, trudne do przewidzenia i zweryfikowania. Zgodnie ze star\u0105, rzymsk\u0105 zasad\u0105 – jednemu podoba si\u0119 c\u00f3rka, innemu te\u015bciowa.<\/p>\n

Ten drobny, niematerialny element wp\u0142ywa na to jak postrzegamy firm\u0119. Zamiana w\u00f3zka kiedy\u015b pe\u0142nego sok\u00f3w, na dystrybutor wody mineralnej w cenie nieca\u0142ych dw\u00f3ch z\u0142otych za litr, b\u0119dzie zawsze jaskrawo widoczna. Pasa\u017cera bowiem nie interesuj\u0105 wewn\u0119trzne problemy przewo\u017anika – je\u015bli widzi obni\u017canie standard\u00f3w to powinien zauwa\u017cy\u0107 obni\u017cenie ceny. A zmiana w charakterze „pocz\u0119stunk\u00f3w” podawanych na pok\u0142adzie jest jednym z najbardziej widocznych element\u00f3w. Pasa\u017cer nie zauwa\u017cy taniej kupowanego paliwa, ni\u017cszych op\u0142at lotniskowych, mniejszej liczby personelu pok\u0142adowego czy racjonalizacji proces\u00f3w obs\u0142ugi pasa\u017cera – zmniejszenie wymiar\u00f3w batonika oraz liczby napoj\u00f3w do wyboru – zauwa\u017cy zawsze.<\/p>\n

Wszelkie oszcz\u0119dno\u015bci i ci\u0119cia wynikaj\u0105ce z problem\u00f3w firmy, klient powinien postrzega\u0107 na samym ko\u0144cu. Dopiero wtedy, gdy zostan\u0105 wyczerpane wszystkie mo\u017cliwo\u015bci. Standard obs\u0142ugi klienta jest bowiem zawsze jednym z kluczowych element\u00f3w my\u015blenia o rynku. Jego obni\u017cenie z punktu widzenia ksi\u0119gowego czy finansowego – jest proste, przestaje si\u0119 dokonywa\u0107 okre\u015blonych zakup\u00f3w i tyle. Ale nie z punktu widzenia marketera – dla niego opinia „zdziadowienia” marki mo\u017ce przyklei\u0107 si\u0119 tak mocno, \u017ae nawet kiedy pojawi si\u0119 szampanskoje<\/em> i kawior, niewiele to pomo\u017ce. Najcz\u0119\u015bciej bowiem klient pami\u0119ta gdy serwis si\u0119 zdecydowanie pogorszy ni\u017c ulegnie znacznej poprawie. To drugie jest traktowane coraz cz\u0119\u015bciej jako co\u015b absolutnie normalnego.<\/p>\n","protected":false},"excerpt":{"rendered":"

– Dziadostwo – us\u0142ysza\u0142em kobiecy g\u0142os z fotela za mn\u0105 – to po prostu zwyk\u0142e dziadostwo. Kiedy\u015b chocia\u017c cola jeszcze 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