{"id":1910,"date":"2017-05-11T08:53:52","date_gmt":"2017-05-11T06:53:52","guid":{"rendered":"https:\/\/www.organisator.ch\/?p=1910"},"modified":"2017-05-11T08:53:52","modified_gmt":"2017-05-11T06:53:52","slug":"guter-kundenservice-ist-wichtiger-als-der-preis","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2017-05-11\/guter-kundenservice-ist-wichtiger-als-der-preis\/","title":{"rendered":"Un buon servizio clienti \u00e8 pi\u00f9 importante del prezzo"},"content":{"rendered":"<figure id=\"attachment_1912\" aria-describedby=\"caption-attachment-1912\" style=\"width: 640px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1912\" src=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/05\/Guter-Kundenservice-ist-wichtiger-als-der-Preis-1_Organisator.jpg\" alt=\"\" width=\"640\" height=\"427\" srcset=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/05\/Guter-Kundenservice-ist-wichtiger-als-der-Preis-1_Organisator.jpg 640w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/05\/Guter-Kundenservice-ist-wichtiger-als-der-Preis-1_Organisator-16x12.jpg 16w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/05\/Guter-Kundenservice-ist-wichtiger-als-der-Preis-1_Organisator-262x175.jpg 262w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/05\/Guter-Kundenservice-ist-wichtiger-als-der-Preis-1_Organisator-525x350.jpg 525w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/05\/Guter-Kundenservice-ist-wichtiger-als-der-Preis-1_Organisator-300x200.jpg 300w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><figcaption id=\"caption-attachment-1912\" class=\"wp-caption-text\">Il contatto personale \u00e8 un fattore importante per un buon servizio clienti. (Immagine: Fotolia)<\/figcaption><\/figure>\n<p>Come i clienti preferiscono comunicare con le aziende? Che ruolo hanno i chatbot nel servizio clienti? Quali marchi creano entusiasmo? In collaborazione con la societ\u00e0 di servizi PIDAS, attiva a livello internazionale, i ricercatori della ZHAW hanno condotto lo studio pi\u00f9 completo finora sul tema del servizio clienti nell'Europa di lingua tedesca. Pi\u00f9 di 3.500 consumatori e 100 rappresentanti di varie aziende e industrie hanno partecipato al sondaggio, secondo gli autori dello studio.<\/p>\n<p><strong>Telefono pi\u00f9 comune - e-mail pi\u00f9 popolare<\/strong><\/p>\n<p>I canali pi\u00f9 comuni per contattare un'azienda o un ente pubblico sono ancora il telefono (50%), l'email (21%) o il faccia a faccia nel punto vendita (17%). Questo nonostante il fatto che i clienti intervistati dicono di preferire l'e-mail tra tutti i possibili canali di contatto. \"Se questo canale di contatto fosse messo pi\u00f9 in evidenza, potrebbe sicuramente offrire un valore aggiunto per i clienti e contribuire ad un miglioramento dell'esperienza di servizio\", dice il leader dello studio Kurt Ackermann dell'Istituto di Marketing Management della ZHAW School of Management and Law. \"Dal punto di vista delle aziende, i media digitali come le chat dal vivo, la videotelefonia o i servizi di messaggeria guadagneranno chiaramente importanza come canali di contatto in futuro\". Per le aziende, \u00e8 importante comunicare il valore aggiunto di questi nuovi canali in modo comprensibile e mantenere questa promessa con un'esperienza di servizio piacevole.<\/p>\n<p><strong>Accettazione dei partner della comunicazione digitale<\/strong><\/p>\n<p>Tuttavia, molti clienti sono ancora molto scettici sui partner di comunicazione non umani. Solo il 40% degli intervistati pu\u00f2 immaginare di interagire con partner digitali come chatbot o robot vocali (di cui 7,6 % s\u00ec e 31,8 % forse). L'accettazione di questo \u00e8 particolarmente alta se il contatto avviene anche attraverso un canale digitale e si tratta di una preoccupazione che pu\u00f2 essere facilmente risolta. \"Per quanto riguarda la robotica nel servizio clienti, canali come email, chat e messenger dovrebbero prima essere automatizzati prima di offrire portali vocali e robot vocali complessi e costosi\", dice Fr\u00e9d\u00e9ric Monard, CEO di PIDAS. \"I robot non sono accettati per la maggior parte perch\u00e9 non possono tenere conto dei bisogni emotivi pi\u00f9 complessi.<\/p>\n<p><strong>La quota di fan \u00e8 sovrastimata<\/strong><\/p>\n<p>Tuttavia, \u00e8 proprio la componente emotiva che gioca un ruolo centrale nella fedelt\u00e0 dei clienti. Solo il 21% degli intervistati \u00e8 entusiasta di un'azienda o pu\u00f2 identificarsi particolarmente con essa. I clienti che si descrivono come fan di un'azienda lo fanno principalmente per il servizio clienti (61%), prima dei prodotti e servizi (56%). Il prezzo, invece, ha un ruolo subordinato (23%). In alcuni casi, le aziende sovrastimano massicciamente la loro quota di fan. \"Sia le aziende intervistate che le persone che non si definiscono ancora fan di un'azienda credono che siano soprattutto i grandi prodotti e servizi a trasformare i clienti in fan\", dice il direttore dello studio Kurt Ackermann. \"Ma in effetti, un buon servizio clienti sembra essere la ragione decisiva per cui i clienti diventano fan\".<\/p>\n<figure id=\"attachment_1913\" aria-describedby=\"caption-attachment-1913\" style=\"width: 612px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1913\" src=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/05\/Guter-Kundenservice-ist-wichtiger-als-der-Preis-2_Organisator.jpg\" alt=\"\" width=\"612\" height=\"420\" srcset=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/05\/Guter-Kundenservice-ist-wichtiger-als-der-Preis-2_Organisator.jpg 612w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/05\/Guter-Kundenservice-ist-wichtiger-als-der-Preis-2_Organisator-16x12.jpg 16w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/05\/Guter-Kundenservice-ist-wichtiger-als-der-Preis-2_Organisator-255x175.jpg 255w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/05\/Guter-Kundenservice-ist-wichtiger-als-der-Preis-2_Organisator-510x350.jpg 510w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/05\/Guter-Kundenservice-ist-wichtiger-als-der-Preis-2_Organisator-300x206.jpg 300w\" sizes=\"auto, (max-width: 612px) 100vw, 612px\" \/><figcaption id=\"caption-attachment-1913\" class=\"wp-caption-text\">Il servizio clienti \u00e8 il motivo principale per cui i clienti diventano \"fan\" di un'azienda (Graphic: PIDAS)<\/figcaption><\/figure>\n<p>In Svizzera, Swisscom, Migros e Sunrise hanno il maggior numero di fan tra gli intervistati. In contrasto con la Germania e l'Austria, solo le aziende nazionali occupano i primi tre posti in questo paese. Un'altra indicazione della quota di fan \u00e8 il Net Promoter Score (NPS), un indice per la raccomandazione delle aziende. In Svizzera, il settore bancario raggiunge il pi\u00f9 alto NPS (+43), seguito dalle assicurazioni (+34). L'industria dei servizi energetici \u00e8 in coda (+2), probabilmente a causa della lenta apertura del mercato.<\/p>\n<p><strong>La digitalizzazione \u00e8 una questione che riguarda il capo<\/strong><\/p>\n<p>L'amministratore delegato di PIDAS, Fr\u00e9d\u00e9ric Monard, \u00e8 convinto che una consistente digitalizzazione nel servizio clienti apra grandi opportunit\u00e0: \"Le aziende che adattano il loro modello di servizio con la giusta attenzione al cliente e utilizzano in modo intelligente le ultime tecnologie offriranno esperienze eccellenti ai clienti e allo stesso tempo creeranno vantaggi significativi in termini di efficienza. Tuttavia, per Fr\u00e9d\u00e9ric Monard, questa trasformazione non \u00e8 gratuita: \"La digitalizzazione sostenibile nel servizio clienti \u00e8 impegnativa, richiede una leadership e richiede priorit\u00e0 chiare che siano orientate ai benefici per il cliente e che affrontino anche i grandi blocchi di costi\".<\/p>\n<p>Per poco meno del 40% dei rappresentanti dell'azienda intervistati, il senior management \u00e8 responsabile di portare avanti la trasformazione digitale. Tuttavia, la responsabilit\u00e0 non \u00e8 chiaramente definita in una quinta azienda intervistata. Le aziende vedono le maggiori sfide nella compatibilit\u00e0 dell'automazione e del servizio clienti personale, nella compatibilit\u00e0 dei diversi sistemi tecnici, nello sviluppo del corrispondente know-how da parte dei dipendenti e nella crescente velocit\u00e0 e complessit\u00e0 degli sviluppi in questo settore.<\/p>\n<p><em>Gli interessati possono scaricare lo studio al sito <a href=\"https:\/\/www.pidas.com\/benchmark-studie\">Sito web PIDAS<\/a> ordine<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Wie kommunizieren Kunden am liebsten mit Unternehmen? Welche Rolle spielen Chatbots beim Kundenservice? Welche Marken sorgen f\u00fcr Begeisterung? In Kooperation mit dem international t\u00e4tigen Dienstleistungsunternehmen PIDAS haben ZHAW-Forschende die bisher umfassendste Studie zum Thema Kundenservice im deutschsprachigen Europa durchgef\u00fchrt. Mehr als 3&#8217;500 Konsumentinnen und Konsumenten sowie 100 Vertreterinnen und Vertreter unterschiedlicher Unternehmen und Branchen haben [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":1912,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Kundenservice","_yoast_wpseo_metadesc":"Welche Rolle spielen Chatbots beim Kundenservice? Welche Marken sorgen f\u00fcr Begeisterung? Dies hat eine ZHAW-Studie in Kooperation mit PIDAS untersucht.","articlekey":"","footnotes":""},"categories":[29],"tags":[318,339,459,508],"class_list":["post-1910","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-kundenservice","tag-marketing","tag-studie","tag-vermischtes"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Guter Kundenservice ist wichtiger als der Preis - Organisator<\/title>\n<meta name=\"description\" content=\"Welche Rolle spielen Chatbots beim Kundenservice? Welche Marken sorgen f\u00fcr Begeisterung? 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