{"id":10252,"date":"2023-04-10T09:05:37","date_gmt":"2023-04-10T09:05:37","guid":{"rendered":"https:\/\/promoguy.nl\/customer-experience-optimization-analysis-101\/"},"modified":"2024-09-18T01:21:28","modified_gmt":"2024-09-18T01:21:28","slug":"customer-experience-optimization-analysis-101","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/lt\/blog\/2023\/04\/10\/customer-experience-optimization-analysis-101\/","title":{"rendered":"Klient\u0173 patirties optimizavimas ir analiz\u0117 101"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Klient\u0173 patirties optimizavimas yra svarbiausias bet kurio <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/lt\/blog\/vocabulary\/business\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/business\" >verslas<\/a> nor\u0117dami sukurti tinkam\u0105 klient\u0173 kelion\u0119. CX optimizavimas turi visapusi\u0161kai atspind\u0117ti, kaip klientai bendrauja su j\u016bs\u0173 produktais, paslaugomis ir darbuotojais. Tod\u0117l reikia steb\u0117ti daug sud\u0117ting\u0173 judan\u010di\u0173 dali\u0173.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">\u0160iame straipsnyje apra\u0161ysime, kaip analizuoti ir optimizuoti CX procesus, kad gal\u0117tum\u0117te sukurti i\u0161sami\u0105 paslaug\u0105 savo klientams.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Klient\u0173 patirties analiz\u0117s atlikimas<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Klient\u0173 patirties programos k\u016brimas prasideda nuo to, kad nustatote savo klientus, ko jie nori, ir nustatote svarbiausius s\u0105ly\u010dio ta\u0161kus, kurie susikerta su j\u016bs\u0173 veikla. Nor\u0117dami atlikti CX analiz\u0119, turite atlikti \u0161iuos veiksmus:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Raskite pagrindinius kelion\u0117s ta\u0161kus ir s\u0105ly\u010dio ta\u0161kus<\/strong>: Nustatykite, kurioje vietoje yra j\u016bs\u0173 klientai, atsi\u017evelgiant \u012f klient\u0173 kelion\u0117s etapus, ir sukurkite piltuv\u0117l\u012f, kuris juos nuves \u012f konversij\u0105. Nors kiekvienai \u012fmonei jie gali b\u016bti skirtingi, pagrindiniai etapai yra \u0161ie:<\/li>\r\n<\/ul>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-10290\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2023\/03\/Customer-Touchpoints-02-700x394.png\" alt=\"Klient\u0173 patirties analiz\u0117\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Audito kelion\u0117s ta\u0161kai ir proced\u016bros<\/strong>: Patikrinkite, kaip pagrindin\u0117 j\u016bs\u0173 s\u0105veika su klientu atitinka jo poreikius, reikalavimus, u\u017eklausas ir informacijos lyg\u012f. Atliekant audit\u0105 klientai tur\u0117t\u0173 b\u016bti suskirstyti \u012f piltuv\u0117lio etapus ir \u012fsitikinti, kad procesas atitinka metodus ir b\u016bdus, kurie veiksmingiausiai padeda pritraukti t\u0105 segment\u0105. \u010cia pateikiamas srauto diagramos, padedan\u010dios sudaryti klient\u0173 patirties ekosistemos \u017eem\u0117lap\u012f, pavyzdys:<\/li>\r\n<\/ul>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" class=\"wp-image-9949\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2023\/01\/Costumer-Journey-Layers-1.png\" alt=\"Vartotojo kelion\u0117s patirties \u017eem\u0117lapis\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Surinkite klient\u0173 atsiliepimus<\/strong>: Per\u017ei\u016br\u0117kite svarbiausias atsiliepim\u0173 sritis, kad suprastum\u0117te, kaip klientai jus vertina.<\/li>\r\n<\/ul>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" class=\"wp-image-10291\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2023\/03\/Customer-Touchpoints-01.png\" alt=\"Klient\u0173 patirties duomen\u0173 rinkimas\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">I\u0161samesn\u0117s informacijos rasite m\u016bs\u0173 straipsnyje apie <a href=\"https:\/\/promoguy.nl\/lt\/blog\/customer-journey-management-for-digital-marketing\/\">klient\u0173 kelioni\u0173 optimizavimas ir \u017eem\u0117lapi\u0173 sudarymas<\/a>.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">CX analiz\u0117s patarimai<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Kad tinkamai sukurtum\u0117te galing\u0105 klient\u0173 patirt\u012f, turite nepamir\u0161ti keleto dalyk\u0173:<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>Suprasti skirtum\u0105 tarp <a href=\"https:\/\/stevenson.libguides.com\/c.php?g=236343\" target=\"_blank\" rel=\"noreferrer noopener\">kokybiniai ir kiekybiniai duomenys<\/a><\/strong>. Kokybinius duomenis sunkiau r\u016b\u0161iuoti ir i\u0161vesti konkre\u010dius skai\u010dius, ta\u010diau jie gali b\u016bti naudingesni renkant atsakymus, kurie yra gil\u016bs ir leid\u017eia naudotojams laisviau reik\u0161ti savo nuomon\u0119. Kiekybinius duomenis lengviau atvaizduoti, sugretinti, palyginti ir surinkti didelius kiekius. Kita vertus, jie gali b\u016bti riboti, o taip pat \u012fsprausti respondentus \u012f nustatyt\u0173 atsakym\u0173 r\u0117mus (kai kuriais atvejais). Rinkit\u0117s i\u0161mintingai.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Nepamir\u0161kite <strong><a href=\"https:\/\/www.novo.co\/blog\/target-market-segmentation\" target=\"_blank\" rel=\"noreferrer noopener\">segmentuokite \u012fvairius naudotojus.<\/a> tinkamai sukurti veiksming\u0105 duomen\u0173 analiz\u0119.<\/strong> proced\u016bros. J\u016bs\u0173 klientai visada skirstomi \u012f skirtingus segmentus, o tai naudinga tikslin\u0117ms strategijoms. Demografinis ir psichografinis segmentavimas yra puiki prad\u017eia. Stenkit\u0117s suprasti j\u0173 kilm\u0119, interesus, bendravimo poreikius ir gyvenimo b\u016bd\u0105.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Visada <strong>tur\u0117kite omenyje savo galutinius tikslus.<\/strong>. Palyginkite, ko nori klientai, su idealiu srautu, kuris b\u016bt\u0173 kaip veiksm\u0173 planas, ir suderinkite tai su turimais i\u0161tekliais. Ir atvirk\u0161\u010diai, nepulkite ie\u0161koti netinkam\u0173 klient\u0173 arba diegti sistem\u0173 tik tod\u0117l, kad jas rekomendavo keli vieni\u0161iai. B\u016bkite i\u0161tikimi savo klient\u0173 aptarnavimo vizijos naudingumui.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Klient\u0173 patirties analiz\u0117 ir metrika<\/h2>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-10293\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2023\/03\/call-center-7040784_960_720-700x618.png\" alt=\"\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">\u0160tai keletas pagrindini\u0173 rodikli\u0173, kuriuos tur\u0117tum\u0117te tirti ir analizuoti:<\/p>\r\n\r\n\r\n\r\n<ol class=\"wp-block-list\">\r\n<li><strong>Grynojo populiarumo balas <\/strong>(NPS): \u0160is rodiklis rodo tikimyb\u0119, kad klientas rekomenduos \u012fmon\u0119 kitiems. Tai geras klient\u0173 lojalumo ir pasitenkinimo rodiklis.<\/li>\r\n\r\n\r\n\r\n<li><strong>Klient\u0173 pasitenkinimo balas<\/strong> (CSAT): \u0160is rodiklis parodo, kaip klientai yra patenkinti tam tikra s\u0105veika ar patirtimi su \u012fmone. J\u0105 galima i\u0161matuoti naudojant apklausas arba kitus gr\u012f\u017etamojo ry\u0161io mechanizmus.<\/li>\r\n\r\n\r\n\r\n<li><strong>Klient\u0173 pastang\u0173 \u012fvertinimas<\/strong> (CES): \u0160is rodiklis parodo, kaip lengvai ar sunkiai klientas atliko tam tikr\u0105 u\u017eduot\u012f ar bendravo su \u012fmone. Tai gali b\u016bti tokie dalykai kaip u\u017esakymo pateikimas, pagalbos problemos sprendimas arba informacijos paie\u0161ka svetain\u0117je.<\/li>\r\n\r\n\r\n\r\n<li><strong>Kliento gyvavimo trukm\u0117s vert\u0117<\/strong> (CLV): bendra vert\u0117, kuri\u0105 klientai gali atne\u0161ti \u012fmonei per j\u0173 verslo santykius. Tai padeda \u012fmon\u0117ms nustatyti prioritetus siekiant i\u0161laikyti esamus klientus ir pritraukti nauj\u0173.<\/li>\r\n\r\n\r\n\r\n<li><strong>Atsisakymo rodiklis<\/strong>: kaip spar\u010diai klientai palieka \u012fmon\u0119. Didelis klient\u0173 i\u0161\u0117jimo i\u0161 rinkos rodiklis gali reik\u0161ti, kad yra problem\u0173, susijusi\u0173 su klient\u0173 patirtimi, arba kit\u0173 problem\u0173, kurias reikia spr\u0119sti.<\/li>\r\n<\/ol>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Kalbant apie skaitmenin\u0119 rinkodar\u0105, taip pat svarbu sekti:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Atmetimo \/ i\u0161\u0117jimo rodiklis<\/strong>: Naudinga nustatyti, kur \u017emon\u0117s i\u0161eina, ir abu \u0161ie metodai ypa\u010d naudingi siekiant \u012fvertinti klient\u0173 susidom\u0117jim\u0105, kuris gali kilti piltuv\u0117lio etapuose po informavimo ir \u012fvertinimo.<\/li>\r\n\r\n\r\n\r\n<li><strong>Unikalus<\/strong> prie\u0161 <strong>Nuolatiniai lankytojai<\/strong>: Priklausomai nuo j\u016bs\u0173 tiksl\u0173, tai gali b\u016bti naudinga. Su\u017einokite, kiek nauj\u0173 \u017emoni\u0173 pritraukiate arba kiek \u017emoni\u0173 sugr\u012f\u017eta.<\/li>\r\n\r\n\r\n\r\n<li><strong>Vidutin\u0117 sesijos trukm\u0117<\/strong>: Kiek laiko jie b\u016bna j\u016bs\u0173 paslaug\u0173 puslapiuose, kol juos palieka? Ar tr\u016bksta informacijos, kuri gal\u0117t\u0173 padidinti \u0161i\u0105 statistik\u0105? O gal yra problema su j\u016bs\u0173 tikslingumu, kad pritraukiamas netinkamas segmentas?<\/li>\r\n\r\n\r\n\r\n<li><strong>Atnaujinimo norma<\/strong>: \u017dmoni\u0173, kurie toliau registruojasi arba nusprend\u017eia t\u0119sti naryst\u0119, skai\u010dius.\u00a0<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Klient\u0173 patirties transformacija<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Klient\u0173 patirties tyrimai ir \u012fgyvendinimas yra bet kokios transformacijos pagrindas. \u0160tai kaip galite i\u0161 naujo atrasti savo CX ir bendravimo su klientais proces\u0105:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Atlikite klient\u0173 apklaus\u0105, kad nustatytum\u0117te, kurias sritis galite patobulinti (jei dar neturite klient\u0173, apklauskite savo ideal\u0173 klient\u0105 ir\u00a0<a href=\"https:\/\/promoguy.nl\/lt\/blog\/buyer-persona-customer-outreach-tips-for-businesses\/\" target=\"_blank\" rel=\"noreferrer noopener\">sukurti pirk\u0117jo asmen\u012f<\/a>).<\/li>\r\n\r\n\r\n\r\n<li>\u012esitikinkite, kad turite pakankamai s\u0105ly\u010dio ta\u0161k\u0173, kad maksimaliai pagerintum\u0117te bendravim\u0105 su klientais (el. pa\u0161tas, naujienlai\u0161kiai, kontaktiniai puslapiai, klient\u0173 aptarnavimo linijos ir t. t.).<\/li>\r\n\r\n\r\n\r\n<li>Pagerinkite savo kontaktini\u0173 ta\u0161k\u0173 pasiekiamum\u0105.\r\n<ul class=\"wp-block-list\">\r\n<li>Geresnis SEO ir raktini\u0173 \u017eod\u017ei\u0173 optimizavimas naujiems klientams.<\/li>\r\n\r\n\r\n\r\n<li>Naudingi DUK arba\u00a0<a href=\"https:\/\/promoguy.nl\/lt\/blog\/community-management-customer-engagement\/\">bendruomen\u0117s valdymo praktika<\/a>\u00a0kurie skatina lengvesn\u0119 naudotoj\u0173 integracij\u0105 ir pateikia atsakymus \u012f klient\u0173 u\u017eklausas.<\/li>\r\n\r\n\r\n\r\n<li>Kuo labiau palengvinkite mok\u0117jim\u0105.<\/li>\r\n\r\n\r\n\r\n<li>Palaikykite aktyvias klient\u0173 aptarnavimo linijas ir pokalbi\u0173 robotus klient\u0173 u\u017eklausoms.<\/li>\r\n\r\n\r\n\r\n<li>Klient\u0173 s\u0117km\u0117s in\u017einieriai tur\u0117t\u0173 pagerinti visus \u0161iuos rodiklius, tirdami CTR, i\u0161\u0117jimo rodiklius ir atmetimo rodiklius.<\/li>\r\n<\/ul>\r\n<\/li>\r\n\r\n\r\n\r\n<li>I\u0161 naujo \u012fvertinkite procesus ir i\u0161siai\u0161kinkite, kurie klientai patiria daugiausiai problem\u0173, ir sutelkite d\u0117mes\u012f \u012f sistem\u0173, kurios pad\u0117t\u0173 i\u0161spr\u0119sti j\u0173 u\u017eklausas, k\u016brim\u0105.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">CX \u012frankiai<\/h2>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" class=\"wp-image-10294\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2023\/03\/technical-4694345_960_720.png\" alt=\"\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Vienas i\u0161 pagrindini\u0173 b\u016bd\u0173, kaip technologijos paveik\u0117 klient\u0173 aptarnavimo patirt\u012f, yra dabar turim\u0173 \u012franki\u0173 gausa - nuo elektroninio pa\u0161to automatizavimo iki pokalbi\u0173 robot\u0173 ir CRM sistem\u0173. Visos jos leid\u017eia \u012fmon\u0117ms bendrauti su klientais ir sekti j\u0173 poreikius. \u0160tai keletas svarbiausi\u0173 klient\u0173 aptarnavimo \u012franki\u0173.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Klient\u0173 patirties automatizavimo \u012frankiai, padedantys bendrauti su klientais ir juos mokyti:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Aktyvi kampanija<\/strong>: Gerai vertinama el. pa\u0161to rinkodara, <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/lt\/blog\/vocabulary\/marketing\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/marketing\" >rinkodara<\/a> automatizavimo, pardavim\u0173 automatizavimo ir CRM programin\u0117 \u012franga. Ji ypa\u010d tinka ma\u017eoms \u012fmon\u0117ms, nepaisant to, kad fail\u0173 formatai yra riboti ir yra \u0161iek tiek brangesn\u0117. Puikiai tinka bendravimui su klientais.<\/li>\r\n\r\n\r\n\r\n<li><strong>Userpilot<\/strong>: \"Userpilot\" - tai SaaS produktas, leid\u017eiantis \u012fmon\u0117ms kurti savo klientams produkt\u0173 patirt\u012f. \u0160is produktas puikiai tinka klient\u0173 kelion\u0117ms planuoti.<\/li>\r\n\r\n\r\n\r\n<li><strong>\"HubSpot\"<\/strong>: \"HubSpot\" si\u016blo daugyb\u0119 funkcij\u0173, kurias galima naudoti klient\u0173 patir\u010diai optimizuoti. Darbo eigos, nukreipimo puslapiai, atsiliepim\u0173 rinkimas ir el. pa\u0161to kampanij\u0173 k\u016brimas gali sinergizuoti j\u016bs\u0173 bendravim\u0105 su klientais.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">\u0160tai keletas klient\u0173 aptarnavimo optimizavimo \u012franki\u0173:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Pokalbi\u0173 robotai<\/strong>: Pokalbi\u0173 robot\u0173 integracija nu\u0117jo ilg\u0105 keli\u0105. Naudinga tur\u0117ti paprastas u\u017eklausas tvarkant\u012f bot\u0105, ta\u010diau nepamir\u0161kite, kad daugelis klient\u0173 \u012f juos \u017ei\u016bri kreivai, tod\u0117l naudokite juos taupiai.<\/li>\r\n\r\n\r\n\r\n<li><strong>Socialinio klausymosi \u012frankiai<\/strong>: Tokie \u012frankiai, kaip \"Hootsuite\", gali pad\u0117ti jums su\u017einoti, k\u0105 sako j\u016bs\u0173 klientai ir kada jus pamini internete. Netgi toks paprastas dalykas kaip \"Google Alerts\" gali pad\u0117ti jums b\u016bti informuotiems.<\/li>\r\n\r\n\r\n\r\n<li><strong>Internetin\u0117s bendruomen\u0117s ir forumai<\/strong>: Nesvarbu, ar tai b\u016bt\u0173 subreditai, ar \"Discords\", galite pasinaudoti savo bendruomen\u0117s galia ir sukurti ekosistem\u0105, kurioje jie padeda vieni kitiems, formuoja ry\u0161ius ir teikia jums vertingus duomenis.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Tikim\u0117s, kad \u0161ie patarimai suteik\u0117 jums puiki\u0173 id\u0117j\u0173, kaip aptarnauti savo auditorij\u0105.<\/p>","protected":false},"excerpt":{"rendered":"<p>Klient\u0173 patirties optimizavimas yra svarbiausias bet kurios \u012fmon\u0117s, siekian\u010dios sukurti tinkam\u0105 klient\u0173 kelion\u0119, proces\u0173 elementas. Kalbant apie skaitmenin\u0119 rinkodar\u0105, taip pat svarbu sekti esminius rodiklius, kuriuos aptariame \u0161iame straipsnyje.<\/p>","protected":false},"author":1,"featured_media":12750,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[18,13],"tags":[157,159,158],"wl_entity_type":[47,54],"class_list":["post-10252","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-client-management","category-online-marketing-en","tag-customer-experience","tag-customer-experience-analysis","tag-customer-experience-optimization","wl_entity_type-article","wl_entity_type-faq-page"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Customer Experience Optimization &amp; Analysis 101 - Promoguy Digital Marketing Agency<\/title>\n<meta name=\"description\" content=\"Customer experience optimisation is essential in building any funnel strategy. 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