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Выбирайте подходящие инструменты, слушайте своих клиентов, радуйте и удивляйте их своим вниманием и оперативностью – и в конечном счете зарабатывайте больше!

Книга особенно ценна высокой степенью детализации, множеством историй и примеров из российской практики. Наибольшую пользу она принесет маркетерам и руководителям малого и среднего бизнеса.

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Я по роду своей основной деятельности тесно связан с темой обратной связи и клиентского опыта (работаю в крупном банке). После покупки книги старался как можно скорее дочитать предыдущую, чтобы начать эту. В итоге сильно разочаровался.

Как и многая современная «бизнес» литература, книга отличается поверхностным описанием. Мне кажется, что по глубине анализа она не дотягивает даже до институтского диплома. Особенно разочаровывает описание стоимости каждого из способов получения обратной связи. Конкретные цифры видел только в 2-3 пунктах из более 40 перечисленных способов, обычно какие-то абстрактные понятия (типа «недорого»), где-то граничит с абсурдом. Например, про стоимость IVR (автоответчик с возможностью выбора вариантов) написано \"Бесплатно при наличии продвинутой телефонной системы". Хм, так можно про все написать: мобильное приложение – бесплатно при наличии собственных знаний программиста; пульты голосования – почти бесплатно при наличии пультов голосования и всего ПО и тд. Еще бросилось в глаза, что для каких-то способов упоминается время сотрудников на проведение исследований и анализ рез-в (н-р, в «День с потребителем» стоимость указана как «Стоимость рабочего времени»), а для многих других способов, точно также требующих время сотрудников, указано «бесплатно». Особенно понравилось «бесплатно» применительно к «Дню CEO» – интересно, авторы много видели CEO, которые работают бесплатно? Еще в описании одного способа в разделе Стоимость тоже написано «бесплатно», а далее в тексте написано, что крайне рекомендуется нанять специально обученного человека. Тоже бесплатно? :)

Есть еще много замечаний по книге, но не буду их расписывать, чтобы отзыв не казался нудным. Как итог могу сказать, что книга может быть интересна и/или полезна людям, очень далеким от клиентского сервиса (только вникающим в вопрос). Если кто-то уже занимается вопросами получения обратной связи, нового из книги можно вынести немного.

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Как написана книга – был составлен список из тех способов обратной связи, которые можно использовать в бизнесе. Каждый пункт списка был более-менее подробно расписан для совсем чайников.

Человеку, который целенаправленно ищет контент, посвященный эффективной методике сбора отзывов для увеличения лояльности клиентов читать список размеров с книгу – неинтересно.

Что я хотел бы найти в книге для себя: нестандартные решения по сбору отзывов от ЦА с конкретными примерами. Что по факту обнаружил – список инструментов, которые различаются в основном чисто технически. Для полноценной книги – слишком слабо.

","user_display_name":"Сергей Еленин","user_avatar_url":null,"user_is_verified":false,"user_role":null,"user_id":18809,"is_comment_left_by_reviewed_person":null,"created_at":"2015-05-16T13:10:09","likes_rating":8,"likes_count":8,"dislikes_count":0,"is_liked_by_current_user":false,"is_disliked_by_current_user":false,"is_removed_by_moderator":false,"black_listed_by_user":false,"item_rating":3,"replies":[],"is_user_profile_clickable":true,"source":"litres","replies_count":0},{"id":9995302,"caption":null,"text":"

К сожалению, ждала большего от книги, потому Реклама сильная. Действительно отличные советы, не хватило ОС. Именно при общении с подчинёнными.

","user_display_name":"Ольга Вдовина","user_avatar_url":"/pub/avatar/100/00/05/34/63/70/70/534637070.jpg","user_is_verified":false,"user_role":null,"user_id":534637070,"is_comment_left_by_reviewed_person":null,"created_at":"2021-05-03T21:31:26","likes_rating":0,"likes_count":0,"dislikes_count":0,"is_liked_by_current_user":false,"is_disliked_by_current_user":false,"is_removed_by_moderator":false,"black_listed_by_user":false,"item_rating":3,"replies":[],"is_user_profile_clickable":true,"source":"litres","replies_count":0},{"id":1060671,"caption":"Не рекомендую","text":"

Мало конкретных рекомендаций, как организовать тот или иной вид обратной связи. Очень поверхностные описания.

На мой взгляд, книга может быть интересной только тем, кто никогда раньше даже не начинал изучать эту тему и не пытался получать обратную связь. Остальным я бы не советовал тратить на неё время и деньги

Книгу в итоге просто пролистал.

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Правильно поставленная работа с обратной связью – это недорогая в исполнении возможность завоевать лояльность клиентов путем бережного отношения и внимания к их нуждам и заботам, получения новых идей для развития бизнеса. Идеи клиентов помогут вам стать лучше и эффективнее, сэкономить, заработать больше денег. Не стоит считать, что все отзывы будут касаться только очевидных вам аспектов деятельности. Нет и еще раз нет! Елена Золина: «Как-то жарким летом я получила очередное весомое подтверждение тезиса, что нельзя ничего узнать, если не спросить. В выходной день сходила с сыном в кинотеатр “КАРО” в Екатеринбурге. В зале было настолько холодно от кондиционеров, что сын забрался мне на колени, поджал ноги, а я пыталась его согреть длинной юбкой своего сарафана. Уходить сын, естественно, категорически отказался. Результат: неделя на больничном, врачи, справки, аптеки и я, разрывающаяся между офисом и ребенком. Ох, как я негодовала! Как я была зла на “КАРО”!.. Но разве я дала им ценный подарок в виде информации? Нет. Однако и меня ни о чем не спросили. И я даже не представляю себе процесс «подачи жалобы». У меня в голове прочно сидит образ скучающего сотрудника, которому клиент будет предлагать свой бесценный «дар» – отзыв. Я вообще не убеждена, что меня услышат и исправят упущение. А ведь для этого многого не требуется – всего-то сотрудник, вежливо провожающий зрителей после сеанса и спрашивающий обратную связь. Ну и результат предсказуем: мы с сыном больше не ездим в “КАРО”».

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