{"id":14402,"date":"2022-10-26T11:08:00","date_gmt":"2022-10-26T08:08:00","guid":{"rendered":"https:\/\/www.minicrm.ro\/blog\/?p=14402"},"modified":"2022-12-21T11:46:01","modified_gmt":"2022-12-21T09:46:01","slug":"segmentarea-clientilor-si-importanta-fisei-de-client","status":"publish","type":"post","link":"https:\/\/www.minicrm.ro\/blog\/2022\/10-26\/segmentarea-clientilor-si-importanta-fisei-de-client\/","title":{"rendered":"Segmentarea clien\u0163ilor \u0219i importan\u021ba fi\u0219ei de client"},"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>Toat\u0103 lumea bea ap\u0103, \u00eens\u0103 unii prefer\u0103 \u00eembuteliat\u0103, al\u021bii de la robinet. Unii vor plat\u0103, al\u021bii mineral\u0103. Unii pl\u0103tesc triplu pentru Evian sau Perier, probabil pentru c\u0103 le place eticheta. Iar al\u0163ii consider\u0103 c\u0103 nivelul Ph-ului este cel mai relevant.<\/p>\n\n\n\n<p>Dac\u0103 un produs simplu ca apa are at\u00e2t de multe categorii de consumatori, g\u00e2ndi\u0163i-v\u0103 cum arat\u0103 pia\u0163a pentru electronice, servicii medicale, automobile etc. Mai mult, dincolo de preferin\u0163e \u015fi obiceiuri de consum apar categorii de clien\u0163i \u00een func\u0163ie de momentul achizi\u0163iei, loca\u0163ie, repetitivitate, accesorii etc.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Ce este segmentarea clien\u021bilor?<\/strong><\/h2>\n\n\n\n<p>Segmentarea clien\u021bilor este procesul prin care o baz\u0103 de date cu clien\u021bi sau poten\u021biali clien\u021bi este \u00eemp\u0103r\u021bit\u0103 \u00een grupuri \u0219i categorii.<\/p>\n\n\n\n<p>Atunci c\u00e2nd vorbim despre segmentarea clien\u021bilor B2C, aceste caracteristici pot fi:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>socio-demografice (v\u00e2rst\u0103, gen, statut marital \u0219.a.)<\/li><li>geografice<\/li><li>comportamentale (de exemplu \u201cc\u0103l\u0103tori frecven\u021bi\u201d sau \u201cpersoane care fac cump\u0103r\u0103turi online\u201d)<\/li><li>psihografice (interese, valori, personalitate, atitudini, credin\u021be)<\/li><\/ul>\n\n\n\n<p>Atunci c\u00e2nd vorbim despre segmentarea clien\u021bilor B2B, aceste caracteristici sunt u\u0219or diferite \u0219i se concentreaz\u0103 deseori pe date economice:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>m\u0103rimea firmei<\/li><li>domeniul de activitate<\/li><li>rezultatele financiare<\/li><li>procese de lucru<\/li><li>etc.<\/li><\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2022\/12\/segmente-disponibile-in-filtrele-minicrm-762x402.png\" alt=\"\" class=\"wp-image-14408\" width=\"683\" height=\"360\" srcset=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2022\/12\/segmente-disponibile-in-filtrele-minicrm-762x402.png 762w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2022\/12\/segmente-disponibile-in-filtrele-minicrm-300x158.png 300w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2022\/12\/segmente-disponibile-in-filtrele-minicrm-768x405.png 768w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2022\/12\/segmente-disponibile-in-filtrele-minicrm-1536x811.png 1536w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2022\/12\/segmente-disponibile-in-filtrele-minicrm-1200x633.png 1200w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2022\/12\/segmente-disponibile-in-filtrele-minicrm.png 1920w\" sizes=\"auto, (max-width: 683px) 100vw, 683px\" \/><\/figure>\n<\/div>\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><strong>De ce e nevoie de segmentarea clien\u021bilor?<\/strong><\/h2>\n\n\n\n<p>Abordarea generic\u0103 a unei pie\u0163e, f\u0103r\u0103 a avea \u00een vedere categoriile de clien\u0163i, nu este o decizie inspirat\u0103 \u0219i nu permite v\u00e2nzarea produsului potrivit c\u0103tre clientul potrivit.&nbsp;<\/p>\n\n\n\n<p>\u00cen absen\u021ba segment\u0103rii, gestionarea manual\u0103 a acestor date \u00eenseamn\u0103 risip\u0103 de timp, energie \u015fi bani. O segmentare automat\u0103 se poate face folosind un sistem CRM.&nbsp;<\/p>\n\n\n\n<p>O strategie inteligent\u0103 de marketing implic\u0103 segmentarea pie\u0163ei \u015fi identificarea principalelor categorii de clien\u0163i. Astfel, o companie \u00ee\u015fi poate cre\u015fte competitivitatea, notorietatea brandului \u015fi eficien\u021ba comunic\u0103rii.&nbsp;<\/p>\n\n\n\n<p>Vinzi mai mult, mai bine, mai repede \u015fi cu un profit mai bun\u2026<\/p>\n\n\n\n<p>\u2026dac\u0103 targetezi persoanele sau companiile potrivite\u2026<\/p>\n\n\n\n<p>&#8230;adic\u0103 cele care au o nevoie mai evident\u0103 pentru produsul sau serviciile tale.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Fi\u0219a de client<\/strong><\/h2>\n\n\n\n<p>Fi\u0219a de client este locul \u00een care se p\u0103streaz\u0103 toate datele interac\u021biunii cu un client, \u00een ordine cronologic\u0103, dar \u0219i locul unde toate categoriile pe care le putem folosi pentru segmentare sunt reg\u0103site.&nbsp;<\/p>\n\n\n\n<p>Sistemele CRM folosesc astfel de fi\u0219e de client sau carduri de oportunitate pentru a centraliza eficient toate datele despre client. Mai departe, majoritatea CRM-urilor au incorporat un sistem de trimitere email-uri \u0219i\/sau SMS-uri c\u0103tre datele de contact din aceste fi\u0219e (fie c\u0103tre toate, fie doar c\u0103tre unele segmente).&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Segmentarea clien\u021bilor \u00een MiniCRM<\/strong><\/h2>\n\n\n\n<p>Segmentarea este o func\u021bionalitate cheie a unui sistem ca MiniCRM. Colecteaz\u0103, stocheaz\u0103 \u015fi analizeaz\u0103 datele despre clien\u0163i pentru ca ace\u015ftia s\u0103 primeasc\u0103 cele mai potrivite mesaje \u015fi oferte. Un segment de pia\u0163\u0103 este \u00een esen\u0163\u0103 o categorie de prospec\u0163i sau clien\u0163i care au anumite elemente comune: loca\u0163ie, dimensiune, cifra de afaceri, num\u0103r de angaja\u0163i, domeniu de activitate, istoric de achizi\u0163ie, cerin\u0163e specifice. Segmentarea poate fi mai grosier\u0103 sau foarte granular\u0103, \u00een func\u0163ie de produse \u015fi servicii, dar \u015fi de campaniile derulate.<\/p>\n\n\n\n<p>Utilizatorii MiniCRM au beneficiul de a avea toate aceste date \u00een sistem, preg\u0103tite oric\u00e2nd pentru a fi filtrate \u0219i segmentate \u00een grupuri extrem de specifice. \u00cen MiniCRM exist\u0103 <strong>peste 200 de variabile care pot fi folosite pentru segmentarea extrem de fin\u0103 a destinatarilor<\/strong>, la care se pot ad\u0103uga c\u00e2mpuri cu informa\u021bii specifice pentru activitatea ta.<\/p>\n\n\n\n<p>De exemplu, po\u021bi preg\u0103ti un mail specific doar pentru <strong>poten\u021bialii clien\u021bi care au statusul \u201coportunitate pierdut\u0103\u201d<\/strong> (au fost \u00een contact cu firma, dar nu s-a realizat o v\u00e2nzare \u00een trecut), care au fost ultima oar\u0103 contacta\u021bi acum 1-2 ani, \u0219i care apar ca motiv al pierderii la \u201cpre\u021b prea mare\u201d.<\/p>\n\n\n\n<p>Acestora le po\u021bi trimite un newsletter atunci c\u00e2nd ai o nou\u0103 ofert\u0103 de pre\u021b sau o promo\u021bie. Chiar dac\u0103 acest segment din baza ta de contacte va fi foarte mic, \u0219ansele ca persoanele din el s\u0103 fie interesate de ofert\u0103 sunt foarte mari.<\/p>\n\n\n\n<p>Vezi mai multe detalii despre cum poate fi folosit MiniCRM pentru <a href=\"https:\/\/www.minicrm.ro\/blog\/2021\/08-10\/cum-sa-obii-rezultate-folosind-email-marketing-i-newslettere\/\">trimiterea de email-uri \u00een mas\u0103<\/a>.<\/p>\n\n\n\n<p>Cum aduni date ca s\u0103 po\u0163i face o segmentare eficient\u0103? Aceste date exist\u0103. Important este s\u0103 ai unde s\u0103 le stochezi \u015fi s\u0103 le analizezi.&nbsp; \u00centr-un sistem CRM, fiecare client are o fi\u0219\u0103 dedicat\u0103 \u015fi c\u00e2mpuri care permit \u00eenregistrarea informa\u0163iilor ob\u0163inute din discu\u0163ii, vizite, achizi\u0163ii \u015fi contracte, chestionare etc.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Segmentarea clien\u021bilor prin personalizarea mesajului<\/strong><\/h2>\n\n\n\n<p>Majoritatea softurilor CRM ofer\u0103 \u0219i aceast\u0103 posibilitate: personalizarea mesajelor \u00een mas\u0103 prin utilizarea de c\u00e2mpuri variabile. Dac\u0103 ai \u00een CRM detalii despre clien\u021bi\/prospec\u021bi, cum ar fi nume, companie, website, num\u0103r de angaja\u021bi, sau chiar tehnologii folosite, po\u021bi folosi \u00een textul mail-ului c\u00e2mpuri dinamice, care s\u0103 ia date din aceste tabele \u0219i s\u0103 genereze texte personalizate, pe baza unui \u0219ablon unic.&nbsp;<\/p>\n\n\n\n<p><strong>Exemplu:<\/strong><\/p>\n\n\n\n<p><em>Drag\u0103 {nume}, am v\u0103zut c\u0103 \u00eenc\u0103 folosi\u021bi {nume tehnologie} \u00een activitatea {nume companie}. Ne-am g\u00e2ndit c\u0103 v-ar putea interesa o alt\u0103 solu\u021bie\u2026<\/em><\/p>\n\n\n\n<p>Astfel, po\u021bi trimite un mesaj unic (contrar sfaturilor de la \u00eenceputul acestei post\u0103ri), iar segmentarea se face la nivelul mesajului.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Toat\u0103 lumea bea ap\u0103, \u00eens\u0103 unii prefer\u0103 \u00eembuteliat\u0103, al\u021bii de la robinet. Unii vor plat\u0103, al\u021bii mineral\u0103. Unii pl\u0103tesc triplu pentru Evian sau Perier, probabil pentru c\u0103 le place eticheta. Iar al\u0163ii consider\u0103 c\u0103 nivelul Ph-ului este cel mai relevant. Dac\u0103 un produs simplu ca apa are at\u00e2t de multe categorii de consumatori, g\u00e2ndi\u0163i-v\u0103 cum [&hellip;]<\/p>\n","protected":false},"author":60,"featured_media":14405,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"gallery","meta":{"footnotes":""},"categories":[28,376],"tags":[668,665],"class_list":["post-14402","post","type-post","status-publish","format-gallery","has-post-thumbnail","hentry","category-management-sfaturi-afaceri-mici","category-minicrm-sfaturi-implementare-crm","tag-fisa-de-client","tag-segmentare-clienti","post_format-post-format-gallery"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Segmentarea clien\u0163ilor \u0219i importan\u021ba fi\u0219ei de client<\/title>\n<meta name=\"description\" content=\"Toat\u0103 lumea bea ap\u0103, \u00eens\u0103 unii prefer\u0103 \u00eembuteliat\u0103, al\u021bii de la robinet. Unii vor plat\u0103, al\u021bii mineral\u0103. Unii pl\u0103tesc triplu pentru Evian sau Perier,\" \/>\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\/2022\/10-26\/segmentarea-clientilor-si-importanta-fisei-de-client\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Segmentarea clien\u0163ilor \u0219i importan\u021ba fi\u0219ei de client\" \/>\n<meta property=\"og:description\" content=\"Toat\u0103 lumea bea ap\u0103, \u00eens\u0103 unii prefer\u0103 \u00eembuteliat\u0103, al\u021bii de la robinet. Unii vor plat\u0103, al\u021bii mineral\u0103. 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