{"id":803001,"date":"2021-01-19T05:16:43","date_gmt":"2021-01-19T05:16:43","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/kundupplevelse-och-vinst\/"},"modified":"2021-01-19T05:16:43","modified_gmt":"2021-01-19T05:16:43","slug":"kundupplevelse-och-vinst","status":"publish","type":"post","link":"https:\/\/qa-release.questionpro.com\/blog\/sv\/kundupplevelse-och-vinst\/","title":{"rendered":"Kundupplevelse och vinst"},"content":{"rendered":"

CX kan vara l\u00f6nsamt, men….<\/b><\/p>\n

Under \u00e5rens lopp har det f\u00f6rekommit m\u00e5nga p\u00e5st\u00e5enden, artiklar, presentationer och diskussioner om hur kundupplevelsen p\u00e5verkar l\u00f6nsamheten. Alla leverant\u00f6rer d\u00e4r ute tror p\u00e5 id\u00e9n att en f\u00f6rb\u00e4ttrad kundupplevelse kommer att leda till \u00f6kad l\u00f6nsamhet, och QuestionPro \u00e4r inte annorlunda eftersom de har visat <\/span>
\n h\u00e4r<\/span>
\n<\/a>. <\/span> <\/p>\n

Effekterna kan m\u00e4tas p\u00e5 olika s\u00e4tt, l\u00f6nsamhetens storlek kan variera inom varje f\u00f6retag och det kommer alltid att finnas undantag som inte kan bevisas. Oavsett vilket tror jag verkligen att CX \u00e4r ett s\u00e4tt att bli mer l\u00f6nsam, att n\u00f6jda kunder (eller Promoters eller Delighted Customers) i slut\u00e4ndan kommer att spendera mer av sina pengar hos det f\u00f6retaget, totalt sett och som en andel av sina utgifter i den kategorin. Om man \u00e4r os\u00e4ker p\u00e5 denna id\u00e9 vid denna tidpunkt, b\u00f6r man ta en stund f\u00f6r att validera denna id\u00e9 f\u00f6r sitt eget f\u00f6retag.<\/span><\/p>\n

Men \u00e4ven om jag \u00e4r en driftsinriktad person som fokuserar p\u00e5 vinst framf\u00f6r de flesta m\u00e5tt, \u00e4r jag fortfarande \u00f6vertygad om att om du fokuserar p\u00e5 CX som en organisation enbart f\u00f6r l\u00f6nsamhet, s\u00e5 \u00e4r det troligt att du inte implementerar ett program som maximerar l\u00f6nsamheten. <\/span><\/p>\n

N\u00e4r vinsten regerar <\/b><\/p>\n

Det kan verka mots\u00e4gelsefullt, eftersom jag tror att vinstmaximering \u00e4r ett bra f\u00f6rs\u00e4ljningsargument inom en organisation f\u00f6r att f\u00e5 st\u00f6d f\u00f6r ett stort CX-program. Jag vill ocks\u00e5 h\u00e4vda att det b\u00f6r finnas en fortl\u00f6pande analys av denna l\u00f6nsamhet och f\u00f6rh\u00e5llandet till CX. Men vinst b\u00f6r inte vara den enda avg\u00f6rande faktorn i ett CX-program – stort eller litet, avdelningsfokuserat eller f\u00f6retagsomfattande. <\/span><\/p>\n

Det finns flera sk\u00e4l till denna st\u00e4llning. Det f\u00f6rsta \u00e4r ett allt vanligare sk\u00e4l, f\u00f6retagens sociala ansvar (CSR). Enligt <\/span>viss forskning<\/span><\/a>, kommer upp till tre fj\u00e4rdedelar av privatpersonerna sannolikt inte att handla fr\u00e5n f\u00f6retag som inte upptr\u00e4der etiskt enligt deras egna normer, vilket kan inbegripa hur de behandlar sina kunder och anst\u00e4llda. \u00c4ven om detta inte m\u00e4ts p\u00e5 sista raden eller \u00e4r l\u00e4tt att ber\u00e4kna, \u00e4r det en realitet som kommer att p\u00e5verka ett f\u00f6retag.<\/span><\/p>\n

Den andra g\u00e5r hand i hand med den f\u00f6rsta, och det \u00e4r f\u00f6retagets rykte i allm\u00e4nhetens \u00f6gon – marknadsf\u00f6ring. Ingen gl\u00f6mmer historierna om n\u00e5gon som f\u00e5tt sitt paket kastat fr\u00e5n l\u00e5ngt h\u00e5ll mot d\u00f6rren som <\/span>denna<\/span><\/a>. Om den verkliga anledningen bakom ett kundupplevelseprogram bara \u00e4r en m\u00e4tning eller f\u00f6r l\u00f6nsamhet, kommer din organisation inte att omfamna kundupplevelsekulturen, och det kommer att visa sig. Omv\u00e4nt finns det ocks\u00e5 m\u00e5nga fantastiska historier som kan komma fr\u00e5n en bra kundupplevelsekultur, faktiskt s\u00e5 m\u00e5nga att ett f\u00f6retag skulle ha sv\u00e5rt att v\u00e4lja ut de b\u00e4sta. <\/span><\/p>\n

Kostnadsm\u00e5tt kontra erfarenhet <\/b><\/p>\n

Jag tror att den sista anledningen till att du inte kan basera det enbart p\u00e5 vinst \u00e4r att om du m\u00e4ter <\/span>
\n Kundupplevelse<\/span>
\n<\/a>, det kommer att kosta pengar. V\u00e5ra tj\u00e4nster \u00e4r inte gratis och det \u00e4r inte heller tj\u00e4nsterna fr\u00e5n QuestionPros konkurrenter. Det finns ocks\u00e5 en kostnad f\u00f6r att implementera CX internt, mellan att tillhandah\u00e5lla internt CX-ledarskap, utbilda personalen i b\u00e5de verktyg och resultatscenarier, och \u00e4ven effekten av de som levererar upplevelsen (ja, jag h\u00e4nvisar till <\/span>
\n Medarbetarupplevelse<\/span>
\n<\/a> aspekt av kundupplevelsen).<\/span><\/p>\n

Om vinst \u00e4r det enda sk\u00e4let till att ha en kundupplevelse skulle det bara bli obligatoriskt. Man skulle enkelt kunna inf\u00f6ra en policy med ”noll kundklagom\u00e5l” – om en kund klagar f\u00e5r n\u00e5gon sparken. Vi \u00e4r dock medvetna om att detta \u00e4r opraktiskt. <\/span><\/p>\n

Vanligtvis visar sig detta p\u00e5 olika – och mer subtila – s\u00e4tt. Om du vill minska dina CX-utgifter eller budget \u00e5rligen eller n\u00e4r programmet pausas p\u00e5 grund av of\u00f6rutsedda omst\u00e4ndigheter (vilket kan inkludera en pandemi eller bara d\u00e5lig press s\u00e5 att du inte vill att po\u00e4ngen ska sjunka). Verkligheten \u00e4r att \u00e4ven i de v\u00e4rsta av tider b\u00f6r man f\u00f6rs\u00f6ka g\u00f6ra <\/span>mer <\/span>med kunderna och f\u00f6rst\u00e5 kundupplevelsen, inte mindre. N\u00e4r en ovanlig situation uppst\u00e5r som allvarligt kan p\u00e5verka varum\u00e4rket negativt i kundernas \u00f6gon, \u00e4r det dags att \u00f6ka effekten i deras \u00f6gon. Det kommer dina lojala kunder att uppskatta. <\/span><\/p>\n

Om ni egentligen bara m\u00e4ter kundupplevelsen utifr\u00e5n l\u00f6nsamhet, d\u00e5 missar ni verkligen po\u00e4ngen. <\/span><\/p>\n

QuestionPro erbjuder n\u00e5gra av de mest avancerade verktygen f\u00f6r kundupplevelser som finns tillg\u00e4ngliga.<\/strong> F\u00e5 v\u00e4rdefulla insikter om dina kunders tankar och k\u00e4nslor med hj\u00e4lp av f\u00f6ljande verktyg <\/span>
\n QuestionPro CX-programvara<\/span>
\n<\/a> i dag.<\/span><\/p>\n

Bokdemonstration<\/strong><\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

CX kan vara l\u00f6nsamt, men…. Under \u00e5rens lopp har det f\u00f6rekommit m\u00e5nga p\u00e5st\u00e5enden, artiklar, presentationer och diskussioner om hur kundupplevelsen […]<\/p>\n","protected":false},"author":46,"featured_media":728034,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[1457],"tags":[],"class_list":{"0":"post-803001","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-kundupplevelse","8":"entry"},"yoast_head":"\nKundupplevelse och vinst | QuestionPro<\/title>\n<meta name=\"description\" content=\"Alla leverant\u00f6rer d\u00e4r ute tror p\u00e5 id\u00e9n att en f\u00f6rb\u00e4ttrad kundupplevelse kommer att leda till \u00f6kad 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