{"id":2262,"date":"2017-08-02T09:27:36","date_gmt":"2017-08-02T07:27:36","guid":{"rendered":"https:\/\/www.organisator.ch\/?p=2262"},"modified":"2017-08-02T09:27:36","modified_gmt":"2017-08-02T07:27:36","slug":"treue-und-loyalitaet-marken-muessen-mehr-bieten","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2017-08-02\/treue-und-loyalitaet-marken-muessen-mehr-bieten\/","title":{"rendered":"Lealt\u00e0 e fedelt\u00e0: le marche devono offrire di pi\u00f9"},"content":{"rendered":"<figure id=\"attachment_2263\" aria-describedby=\"caption-attachment-2263\" style=\"width: 480px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-2263\" src=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/08\/Treue-und-Loyalitaet-Marken-muessen-mehr-bieten_Organisator.jpg\" alt=\"\" width=\"480\" height=\"480\" srcset=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/08\/Treue-und-Loyalitaet-Marken-muessen-mehr-bieten_Organisator.jpg 480w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/08\/Treue-und-Loyalitaet-Marken-muessen-mehr-bieten_Organisator-150x150.jpg 150w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/08\/Treue-und-Loyalitaet-Marken-muessen-mehr-bieten_Organisator-12x12.jpg 12w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/08\/Treue-und-Loyalitaet-Marken-muessen-mehr-bieten_Organisator-175x175.jpg 175w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/08\/Treue-und-Loyalitaet-Marken-muessen-mehr-bieten_Organisator-350x350.jpg 350w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/08\/Treue-und-Loyalitaet-Marken-muessen-mehr-bieten_Organisator-250x250.jpg 250w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/08\/Treue-und-Loyalitaet-Marken-muessen-mehr-bieten_Organisator-300x300.jpg 300w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/08\/Treue-und-Loyalitaet-Marken-muessen-mehr-bieten_Organisator-100x100.jpg 100w\" sizes=\"auto, (max-width: 480px) 100vw, 480px\" \/><figcaption id=\"caption-attachment-2263\" class=\"wp-caption-text\">I clienti hanno grandi aspettative nei confronti dei marchi. Tuttavia, la lealt\u00e0 e la fedelt\u00e0 variano di generazione in generazione. (Immagine: Fotolia.com)<\/figcaption><\/figure>\n<p>Un nuovo studio dell'esperto di tecnologia <a href=\"http:\/\/www.ricoh-europe.com\/\">Ricoh<\/a> mostra le diverse aspettative del servizio clienti delle diverse generazioni. I gruppi di clienti pi\u00f9 anziani hanno dimostrato di essere meno indulgenti nei confronti dei marchi, mentre i clienti pi\u00f9 giovani si aspettano molte pi\u00f9 informazioni quando considerano un acquisto e un'approfondita interazione post-acquisto per costruire relazioni a lungo termine con i marchi.<\/p>\n<p>\u00c4<strong>Le persone anziane non apprezzano i marchi con processi di acquisto macchinosi.<\/strong><\/p>\n<p>Lo studio ha scoperto che 62 % degli over 55 volterebbero le spalle ai marchi con processi di acquisto macchinosi, rispetto a solo 43 % dei 16-24enni. 55 % dei clienti di tutte le fasce d'et\u00e0 rinuncerebbe a un acquisto se il processo fosse complicato. I gruppi di et\u00e0 pi\u00f9 giovani, tuttavia, apprezzano l'interazione pi\u00f9 avanzata con i marchi molto pi\u00f9 di quelli pi\u00f9 anziani. Servizi aggiuntivi come l'inclusione di recensioni e raccomandazioni di terzi sono significativamente pi\u00f9 importanti per i consumatori pi\u00f9 giovani. 43 % dei 16-24enni hanno valutato questo come un fattore che pi\u00f9 li ha colpiti quando hanno deciso di acquistare un marchio, rispetto a solo 20 % dei 55+ anni. Si \u00e8 anche scoperto che i clienti pi\u00f9 anziani erano meno interessati ai programmi di fedelt\u00e0 e agli incentivi per gli acquisti frequenti. Questo era un fattore convincente solo per 19 % rispetto ai 38 % dei 16-24enni.<\/p>\n<p><strong>\"I clienti premiano le marche da cui si sentono apprezzati\".<\/strong><\/p>\n<p>Javier Diez-Aguirre, Vice Presidente, Corporate Marketing, CSR &amp; Environment, Ricoh Europe, ha commentato: \"Il nostro studio evidenzia una delle principali sfide che i marchi devono affrontare oggi: come gestire le diverse preferenze dei clienti di tutte le generazioni. I marchi hanno bisogno di assicurarsi che i loro processi, le piattaforme e le tecnologie rivolte ai clienti siano in linea con le valutazioni comuni che utilizzano per garantire la continua adeguatezza e l'impatto ottimale. Quelli che lo fanno bene saranno ricompensati, con il 57 % dei clienti che spendono di pi\u00f9 sui marchi da cui si sentono apprezzati\".<\/p>\n<p><strong>Informazioni prima dell'acquisto<\/strong><\/p>\n<p>Lo studio di Ricoh ha anche scoperto che i clienti fanno sempre pi\u00f9 fatica a ottenere informazioni prima di fare un acquisto. Oltre a desiderare recensioni di terzi, 33 % dei 16-24enni e 37 % dei 25-34enni usano Facebook per impegnarsi con un marchio prima di fare un acquisto. I consumatori pi\u00f9 giovani sono anche pi\u00f9 frustrati quando non \u00e8 possibile interagire con un marchio sui social media. Questo \u00e8 concordato dal 50 % dei 16-24enni rispetto al 26 % dei 55+enni.<\/p>\n<p><em>Fonte: <a href=\"http:\/\/www.ricoh.ch\">Ricoh<\/a><\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Eine neue Studie des Technologie-Experten Ricoh zeigt die unterschiedlichen Erwartungen an den Kundenservice der verschiedenen Generationen auf. \u00c4ltere Kundengruppen zeigen sich als weniger nachsichtig Marken gegen\u00fcber, w\u00e4hrend j\u00fcngere Kunden weitaus mehr Informationen bei der Kauf\u00fcberlegung und tiefgehende Interaktion nach dem Kauf erwarten, um langfristige Beziehungen zu Marken aufzubauen. \u00c4ltere sch\u00e4tzen Marken mit umst\u00e4ndlichen Kaufvorg\u00e4ngen gar [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":2263,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Marken","_yoast_wpseo_metadesc":"Marken m\u00fcssen mehr bieten, um sich Treue und Loyalit\u00e4t j\u00fcngerer Kunden zu sichern. \u00c4ltere Kunden bestrafen schlechte Nutzererfahrungen eher.","articlekey":"","footnotes":""},"categories":[29],"tags":[91,339,459,508],"class_list":["post-2262","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-brands","tag-marketing","tag-studie","tag-vermischtes"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Treue und Loyalit\u00e4t: Marken m\u00fcssen mehr bieten - Organisator<\/title>\n<meta name=\"description\" content=\"Marken m\u00fcssen mehr bieten, um sich Treue und Loyalit\u00e4t j\u00fcngerer Kunden zu sichern. \u00c4ltere Kunden bestrafen schlechte Nutzererfahrungen eher.\" \/>\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.organisator.ch\/it\/marketing\/2017-08-02\/treue-und-loyalitaet-marken-muessen-mehr-bieten\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Treue und Loyalit\u00e4t: Marken m\u00fcssen mehr bieten\" \/>\n<meta property=\"og:description\" content=\"Die #Generationenfrage: #Marken m\u00fcssen mehr bieten, um sich Treue und Loyalit\u00e4t j\u00fcngerer Kunden zu sichern. 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