{"id":14159,"date":"2021-10-11T13:43:00","date_gmt":"2021-10-11T10:43:00","guid":{"rendered":"https:\/\/www.minicrm.ro\/blog\/?p=14159"},"modified":"2022-10-11T14:04:52","modified_gmt":"2022-10-11T11:04:52","slug":"brand-ambassadors-si-customer-advocacy-cat-de-mult-valoreaza-recomandarea-clientilor-multumiti","status":"publish","type":"post","link":"https:\/\/www.minicrm.ro\/blog\/2021\/10-11\/brand-ambassadors-si-customer-advocacy-cat-de-mult-valoreaza-recomandarea-clientilor-multumiti\/","title":{"rendered":"Brand ambassadors \u0219i customer advocacy. C\u00e2t de mult valoreaz\u0103 recomandarea clien\u021bilor mul\u021bumi\u021bi?"},"content":{"rendered":"\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><\/figure>\n\n\n\n<p>Dac\u0103 aduci un client mul\u0163umit \u00een fa\u0163a unor prospec\u0163i\/lead-uri, \u015fansele s\u0103 \u00eenchei cu succes o v\u00e2nzare cresc substan\u0163ial.&nbsp; Oamenii sunt din start mai sceptici \u00een fa\u021ba mesajelor de marketing \u015fi advertising, dar mai deschi\u015fi \u00een fa\u0163a unei persoane care s-a aflat la un moment dat \u00een fa\u021ba aceleia\u015fi decizii.&nbsp;<\/p>\n\n\n\n<p>Iar acest lucru este confirmat de <a href=\"https:\/\/www.researchgate.net\/profile\/Demetris-Vrontis\/publication\/352462497_The_influence_of_online_customer_reviews_on_customers%27_purchase_intentions_a_cross-cultural_study_from_India_and_the_UK\/links\/61f8d6ca4393577abe03633f\/The-influence-of-online-customer-reviews-on-customers-purchase-intentions-a-cross-cultural-study-from-India-and-the-UK.pdf\">studii \u0219tiin\u021bifice numeroase<\/a>, care arat\u0103 c\u0103 review-urile clien\u021bilor \u0219i \u201cword of mouth\u201d-ul influen\u021beaz\u0103 hot\u0103r\u00e2tor decizia de cump\u0103rare.&nbsp;<\/p>\n\n\n\n<p>\u00cens\u0103 realitatea arat\u0103 c\u0103 pu\u0163ine companii reu\u015fesc s\u0103 deruleze programe concrete de customer advocacy \u015fi mai ales s\u0103 aib\u0103 control asupra modului \u00een care clien\u0163ii mul\u0163umi\u0163i devin <em>avoca\u0163ii<\/em> sau <em>ambasadorii<\/em> unui brand sau ai unei companii.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Ce este un \u201cbrand ambassador\u201d?<\/strong><\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"767\" height=\"402\" src=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2022\/10\/brand-ambassador-fara-cap-767x402.png\" alt=\"Brand ambassador-ii pot fi recrutati din CRM\" class=\"wp-image-14165\" srcset=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2022\/10\/brand-ambassador-fara-cap-767x402.png 767w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2022\/10\/brand-ambassador-fara-cap-300x157.png 300w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2022\/10\/brand-ambassador-fara-cap-768x402.png 768w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2022\/10\/brand-ambassador-fara-cap.png 1200w\" sizes=\"auto, (max-width: 767px) 100vw, 767px\" \/><\/figure>\n<\/div>\n\n\n<p>\u00cen esen\u0163\u0103, termenii de <em>brand ambassador <\/em>\u0219i de <em>customer advocacy <\/em>fac trimitere la un client mul\u0163umit care promoveaz\u0103, benevol, asumat \u015fi spontan, experien\u0163a pozitiv\u0103 avut\u0103 cu produsele \u015fi serviciile oferite de o anumit\u0103 companie.&nbsp;<\/p>\n\n\n\n<p>Un brand ambassador nu va promova compania ta doar pentru c\u0103 este pl\u0103tit s\u0103 o fac\u0103, ci pentru c\u0103 valorile sale sunt \u00een concordan\u021b\u0103 cu cele ale brandului. De obicei c\u00e2nd vorbim despre un ambasador al brandului, ne referim la cineva care o are o influen\u021b\u0103 \u0219i autoritate semnificativ\u0103 \u00eentr-un anumit domeniu.&nbsp;Astfel de recomand\u0103ri au existat de c\u00e2nd lumea, \u00eens\u0103 Social Media a schimbat fundamental modul de ac\u0163iune a ambasadorilor de brand \u015fi a extins canalele de comunicare. <\/p>\n\n\n\n<p>Al\u0103turi de Social Media (FaceBook, LinkedIn, TikTok, Instagram etc) printre canalele utilizate se afl\u0103 \u015fi e-mailul, site-urile de e-commerce, forumurile, chatul online, dar \u015fi discu\u0163iile <em>face to face<\/em>.&nbsp; De altfel, mai multe studii arat\u0103 c\u0103 cca. 90% dintre cump\u0103r\u0103tori sunt influen\u021ba\u021bi \u015fi acord\u0103 \u00eencredere recomand\u0103rilor f\u0103cute de persoane pe care le cunosc direct.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Care sunt industriile unde customer advocacy are intensitate ridicat\u0103?<\/strong><\/h2>\n\n\n\n<p>Ambasadori de brand avem at\u00e2t \u00een B2C c\u00e2t \u015fi \u00een B2B, cu diferen\u0163e evidente at\u00e2t la nivel de implicare\/asumare c\u00e2t \u015fi de volum \u015fi canale de exprimare. Totu\u015fi, \u00een anumite domenii, activitatea de customer advocacy este mai intens\u0103. Topul cuprinde:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Restaurante<\/li><li>Servicii de \u00eenfrumuse\u0163are<\/li><li>Servicii Medicale<\/li><li>Produse pentru cas\u0103, birou, gr\u0103din\u0103<\/li><li>Serviciii Auto (v\u00e2nz\u0103ri de ma\u0219ini noi \u015fi rulate, ateliere de mecanic\u0103, tuning etc)<\/li><li>Comer\u0163<\/li><li>Tehnologie<\/li><li>Servicii de entertainment<\/li><li>Servicii profesionale (consultan\u0163\u0103 de business, marketing, organizare de evenimente etc)<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Cine sunt <\/strong><strong><em>avoca\u0163ii\/ambasadorii brandului<\/em><\/strong><strong> \u015fi cum ne pot ajuta<\/strong><\/h2>\n\n\n\n<p>Un astfel de ambasador nu este \u00eentotdeauna cel mai mare client \u015fi cel mai relevant client. Un review poate veni din partea unui client fidel, dar \u015fi din partea unui client cu o achizi\u0163ie singular\u0103 (conteaz\u0103 aici \u015fi specificul companiei), dar \u00eenso\u0163it\u0103 \u00eentotdeauna de o experien\u0163\u0103 pozitiv\u0103.&nbsp; \u00cen general sunt clien\u0163i vocali, c\u0103rora le face pl\u0103cere s\u0103 fac\u0103 recomand\u0103ri, cu prec\u0103dere asupra brandurilor de care se simt ata\u015fa\u0163i\/impresiona\u0163i \u00een urma unor experien\u0163e pozitive. Succesul&nbsp; \u00een customer advocacy st\u0103 \u00een atingerea unui nivel de excelen\u021b\u0103 \u00een serviciile livrate \u015fi interac\u0163iunea cu utilizatorii.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"638\" height=\"402\" src=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2022\/10\/client-multumit-de-interactiunea-cu-consultantii-638x402.jpeg\" alt=\"\" class=\"wp-image-14168\" srcset=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2022\/10\/client-multumit-de-interactiunea-cu-consultantii-638x402.jpeg 638w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2022\/10\/client-multumit-de-interactiunea-cu-consultantii-300x189.jpeg 300w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2022\/10\/client-multumit-de-interactiunea-cu-consultantii-768x484.jpeg 768w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2022\/10\/client-multumit-de-interactiunea-cu-consultantii.jpeg 1190w\" sizes=\"auto, (max-width: 638px) 100vw, 638px\" \/><\/figure>\n<\/div>\n\n\n<p>O dat\u0103 identifica\u0163i, ei pot fi inclu\u015fi \u00eentr-un plan de comunicare, care s\u0103 implice testare de produse, promo\u0163ie, samplinguri, felicit\u0103ri cu anumite ocazii etc. De asemenea, ace\u015fti clien\u0163i pot fi implica\u0163i \u00een realizarea de testimoniale, studii de caz etc.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Po\u0163i avea un program de customer advocacy f\u0103r\u0103 CRM?<\/strong><\/h2>\n\n\n\n<p>O astfel de strategie este posibil\u0103 doar cu un sistem CRM func\u021bional. Derulat\u0103 intuitiv \u015fi f\u0103r\u0103 date concrete nu poate avea nici anvergur\u0103 \u015fi nici rezultate pe termen lung. <a href=\"https:\/\/www.minicrm.ro\">MiniCRM<\/a>, spre exemplu, te ajut\u0103 s\u0103 colectezi astfel de informa\u0163ii, s\u0103 identifici rapid care sunt clien\u0163ii cu poten\u0163ial de ambasadori, dar \u015fi s\u0103 derulezi u\u015for un program de fidelizare. <\/p>\n\n\n\n<p>\u00cenregistrezi \u00een MiniCRM ori de c\u00e2te ori un prospect \u00ee\u0163i spune c\u0103 a primit o recomandare despre produsul sau serviciile tale, de la cine \u015fi \u00een ce context, sau monitorizezi mediul online \u015fi descoperi care sunt clien\u021bii care vorbesc despre tine. Un astfel de client vocal merit\u0103 un plus de aten\u0163ie, indiferent c\u0103 este vorba despre un simplu mul\u0163umesc sau despre un discount la urm\u0103toarea achizi\u0163ie. \u00cel va motiva s\u0103 continue \u00een r\u0103sp\u00e2ndirea vorbelor bune. Este cea mai valoroas\u0103 promovare pe care o po\u0163i avea, iar speciali\u015ftii spun c\u0103 un \u201cavocat bun\u201d valoreaz\u0103 chiar \u015fi de 10 ori valoarea primei sale achizi\u0163ii.<\/p>\n\n\n\n<p>Un program de <em>customer advocacy<\/em> bine pus la punct \u015fi gestionat din <a href=\"https:\/\/www.minicrm.ro\">sistemul CRM<\/a> poate deveni cel mai bun avantaj competitiv al companiei tale, un atu care s\u0103 nu poat\u0103 fi copiat \u015fi nici atacat la nivel de pre\u0163. Prin urmare, nu uita s\u0103 te concentrezi asupra calit\u0103\u0163ii serviciilor \u015fi s\u0103 oferi experien\u0163e pozitive tuturor clien\u0163ilor. Vorbele bune vor veni de la sine.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dac\u0103 aduci un client mul\u0163umit \u00een fa\u0163a unor prospec\u0163i\/lead-uri, \u015fansele s\u0103 \u00eenchei cu succes o v\u00e2nzare cresc substan\u0163ial.&nbsp; Oamenii sunt din start mai sceptici \u00een fa\u021ba mesajelor de marketing \u015fi advertising, dar mai deschi\u015fi \u00een fa\u0163a unei persoane care s-a aflat la un moment dat \u00een fa\u021ba aceleia\u015fi decizii.&nbsp; Iar acest lucru este confirmat de [&hellip;]<\/p>\n","protected":false},"author":60,"featured_media":14165,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"gallery","meta":{"footnotes":""},"categories":[174],"tags":[575,581,578,584],"class_list":["post-14159","post","type-post","status-publish","format-gallery","has-post-thumbnail","hentry","category-marketing-campanii-masurabile","tag-brand-ambassador","tag-clienti-multumiti","tag-customer-advocacy","tag-reviewuri-clienti-multumiti","post_format-post-format-gallery"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Brand ambassadors \u0219i customer advocacy. C\u00e2t de mult valoreaz\u0103 recomandarea clien\u021bilor mul\u021bumi\u021bi?<\/title>\n<meta name=\"description\" content=\"Dac\u0103 aduci un client mul\u0163umit \u00een fa\u0163a unor prospec\u0163i\/lead-uri, \u015fansele s\u0103 \u00eenchei cu succes o v\u00e2nzare cresc substan\u0163ial.&nbsp; Oamenii sunt din start mai\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.minicrm.ro\/blog\/2021\/10-11\/brand-ambassadors-si-customer-advocacy-cat-de-mult-valoreaza-recomandarea-clientilor-multumiti\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand ambassadors \u0219i customer advocacy. 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