{"id":19085,"date":"2023-11-17T14:05:28","date_gmt":"2023-11-17T11:05:28","guid":{"rendered":"https:\/\/www.kvarken.org\/?p=19085"},"modified":"2023-12-11T15:09:30","modified_gmt":"2023-12-11T12:09:30","slug":"sustainability-should-be-communicated-as-something-that-the-customer-benefits-from","status":"publish","type":"post","link":"https:\/\/www.kvarken.org\/fi\/sustainability-should-be-communicated-as-something-that-the-customer-benefits-from\/","title":{"rendered":"Asiakkaille tulee viesti\u00e4 kest\u00e4vyyden hy\u00f6dyist\u00e4"},"content":{"rendered":"

Xavier Font, <\/span><\/b>Surreyn yliopiston kest\u00e4vyysmarkkinoinnin professori, oli yksi kest\u00e4v\u00e4n rannikkomatkailun webinaarin puhujista.<\/span> H\u00e4n esitteli kest\u00e4v\u00e4n kehityksen markkinoinnin ja viestinn\u00e4n nelj\u00e4 avainhy\u00f6ty\u00e4: palvelun parantaminen, asiakastyytyv\u00e4isyyden parantaminen, asiakkaiden kulutuksen lis\u00e4\u00e4minen sek\u00e4 lojaaliuden kasvattaminen ja kausiluonteisuuden v\u00e4hent\u00e4minen.<\/span>\u00a0<\/span><\/p>\n

Font antoi useita konkreettisia esimerkkej\u00e4 n\u00e4iden avainhy\u00f6tyjen mukauttamisesta yrityksiin.<\/span> Palvelun parantamiseksi voi tehd\u00e4 pieni\u00e4 asioita, esimerkiksi olla luotettava, rehellinen, huumorintajuinen ja kiinnostava.<\/span>\u00a0<\/span><\/p>\n

\u2013 Psykologien mukaan my\u00f6nteinen puhe l\u00e4hiruokatoimittajista on tehokkaampaa kuin oman ravintolan hehkuttaminen; t\u00e4m\u00e4 l\u00e4hestymistapa koetaan luotettavammaksi, Font selitti.<\/span>\u00a0<\/span><\/p>\n

Kest\u00e4vyyden myyminen asiakasta hy\u00f6dytt\u00e4v\u00e4n\u00e4 asiana<\/span><\/b>\u00a0<\/span><\/h2>\n

Fontin mukaan asiakastyytyv\u00e4isyytt\u00e4 voidaan parantaa tekem\u00e4ll\u00e4 asiakkaiden olo mukavaksi, k\u00e4ytt\u00e4m\u00e4ll\u00e4 vetoavaa kielt\u00e4, auttamalla asiakkaita tekem\u00e4\u00e4n p\u00e4\u00e4t\u00f6ksi\u00e4 sek\u00e4 kertomalla heille, miten he hy\u00f6tyv\u00e4t kest\u00e4vyydest\u00e4.<\/span>\u00a0<\/span><\/p>\n

\u2013 \u00c4lk\u00e4\u00e4 myyk\u00f6 kest\u00e4vyytt\u00e4 asiana, joka on hyv\u00e4ksi planeetalle.<\/span> Tied\u00e4n, ett\u00e4 se on oikeasti toimintanne perustana, mutta asiakkaan n\u00e4k\u00f6kulmasta teid\u00e4n t\u00e4ytyy ensin kertoa h\u00e4nelle, miten h\u00e4n hy\u00f6tyy asiasta.<\/span>\u00a0<\/span><\/p>\n

Font havainnollisti, ett\u00e4 t\u00e4m\u00e4n voi tehd\u00e4 kertomalla kotisivuilla tai esitteiss\u00e4 paikallisista toimittajista sek\u00e4 vetoamalla tunteisiin tarinankerronnalla.<\/span> Yritys voi esimerkiksi kertoa, ett\u00e4 keitti\u00f6j\u00e4tteet kompostoidaan sen sijaan, ett\u00e4 ne l\u00e4hetett\u00e4isiin kaatopaikalle, taikka kuvailla, miten omien lampaiden talvivillaa on k\u00e4ytetty hotellin katon eristeen\u00e4.<\/span>\u00a0<\/span><\/p>\n

\u2013 Joskus sanaton viestint\u00e4 on parasta viestint\u00e4\u00e4.<\/span> Se on viestint\u00e4\u00e4, jonka ansiosta asiakkaiden on helpompaa ja kenties hauskempaa valita kest\u00e4v\u00e4 vaihtoehto.<\/span>\u00a0<\/span><\/p>\n

Fontin mukaan asiakkaiden kuluttamisen lis\u00e4\u00e4minen on mahdollista, jos yritys saa asiakkaat tuntemaan itsens\u00e4 erityiseksi, antaa heille tekemist\u00e4 ja parantaa heid\u00e4n kokemustaan.<\/span> Ainutlaatuinen palvelu ja eksklusiivisuuden tunne lis\u00e4\u00e4v\u00e4t maksuhalukkuutta.<\/span>\u00a0<\/span><\/p>\n

\u2013 T\u00e4ytyy l\u00f6yt\u00e4\u00e4 hauskoja ja yksinkertaisia tapoja saada asiakkaat tuntemaan olonsa erityiseksi ja kokemaan, ett\u00e4 he saavat jotain ainutlaatuista.<\/span>\u00a0<\/span><\/p>\n

Asiakkaiden kannustaminen<\/span><\/b><\/h2>\n

Xavier Font my\u00f6s kertoi, mit\u00e4 yritykset voivat tehd\u00e4 lojaaliuden kasvattamiseksi ja kausiluonteisuuden v\u00e4hent\u00e4miseksi; ne voivat esimerkiksi tiedottaa asiakkaita, tehd\u00e4 s\u00e4\u00e4nkest\u00e4vi\u00e4 tarjouksia ja antaa asiakkaille syit\u00e4 palata matkakohteeseen.<\/span>\u00a0<\/span><\/p>\n

Font ehdotti, ett\u00e4 kaikki voisivat menn\u00e4 kotisivuilleen ja muuttaa tekstej\u00e4, joissa k\u00e4ytet\u00e4\u00e4n sanoja <\/span>ei<\/span><\/i> tai <\/span>\u00e4l\u00e4<\/span><\/i>.<\/span> N\u00e4in kannattaa tehd\u00e4 siksi, ettei kukaan halua vastaanottaa viesti\u00e4, jossa sanotaan, ett\u00e4 \u00e4l\u00e4 tee jotain.<\/span>\u00a0<\/span><\/p>\n

\u2013 Meid\u00e4n tulee muuttaa viestint\u00e4menetelm\u00e4\u00e4mme sellaiseksi, joka kannustaa asiakkaita siirtym\u00e4\u00e4n pois asiasta, jota et halua heid\u00e4n tekev\u00e4n, ja sen sijaan rohkaisee heit\u00e4 tekem\u00e4\u00e4n jotain muuta.<\/span>\u00a0<\/span><\/p>\n

Asiakkaat etsiv\u00e4t laatua<\/span><\/b><\/h2>\n

Fontin mukaan asiakkaat tarkastelevat hintaa, laatua, sijaintia ja mukavuutta.<\/span> He haluavat my\u00f6s kuulla, ett\u00e4 kest\u00e4vyys tuo parempaa laatua.<\/span>\u00a0<\/span><\/p>\n

\u2013 Yritysten tulee tehd\u00e4 asiakkaille helpommaksi valita kest\u00e4v\u00e4 tuote tai kokemus, joka my\u00f6s t\u00e4ytt\u00e4\u00e4 heid\u00e4n muut tarpeensa.<\/span> Kukaan ei halua kuulla, ett\u00e4 he joutuvat maksamaan enemm\u00e4n kest\u00e4vyydest\u00e4.<\/span> Ihmiset ovat valmiina maksamaan laadusta, ei kest\u00e4vyydest\u00e4.<\/span> Yritysten tulee varmistaa, ett\u00e4 kest\u00e4vyydest\u00e4 viestit\u00e4\u00e4n asiana, jonka asiakas haluaa.<\/span>\u00a0<\/span><\/p>\n

\u2013 Tee rohkeasti kokeiluja viestinn\u00e4ll\u00e4si.<\/span> Ehk\u00e4 olet aina viestinyt tietyll\u00e4 tavalla etk\u00e4 usko sen kaipaavan muutosta, mutta joka ikinen tekem\u00e4si muutos antaa sinulle tilaisuuden oppia tekem\u00e4st\u00e4si.<\/span><\/p>\n

 <\/p>\n

Bothnian Coastal Route\u202f-hanke, mukaan lukien pohjoisen Suomen ja Ruotsin matkakohteet, pyrkii lis\u00e4\u00e4m\u00e4\u00e4n tunnettuutta Per\u00e4meren ymp\u00e4ri ja Merenkurkun poikki kulkevasta rannikkoreitist\u00e4 houkuttelevana matkareittin\u00e4 sek\u00e4 ulkomaisten vierailijoiden ett\u00e4 paikallisen v\u00e4est\u00f6n keskuudessa.<\/span><\/i>\u00a0<\/span><\/p>\n

Katso webinaaritallenne <\/span><\/i>T\u00c4\u00c4LT\u00c4<\/i><\/a><\/strong>.<\/span><\/i>
\n<\/span>Lue Xavier Fontin esitys <\/span><\/i>T\u00c4\u00c4LT\u00c4<\/i><\/a><\/strong>.<\/span><\/i>
\n<\/span>Lue lis\u00e4\u00e4 Bothnian Coastal Route -hankkeesta <\/span><\/i>T\u00c4\u00c4LT\u00c4<\/i><\/a><\/strong>.<\/span><\/i><\/p>\n

\"\"

Xavier Font, Surreyn yliopiston kest\u00e4vyysmarkkinoinnin professori, esitteli kest\u00e4v\u00e4n kehityksen markkinoinnin ja viestinn\u00e4n nelj\u00e4 avainhy\u00f6ty\u00e4.<\/p><\/div>\n

\u00a0<\/span><\/p>\n

 <\/p>\n

\"\"<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Bothnian Coastal Route\u202f-hankkeen kest\u00e4v\u00e4n rannikkomatkailun Sustainable Coastal Tourism\u202f-webinaarin viimeinen puhuja, Xavier Font, kertoi kest\u00e4vien k\u00e4yt\u00e4nt\u00f6jen markkinoinnista ja viestinn\u00e4st\u00e4. H\u00e4n kannusti kaikkia tekem\u00e4\u00e4n kokeiluja viestinn\u00e4ll\u00e4\u00e4n, sill\u00e4 se tarjoaa uusia tilaisuuksia oppia tekem\u00e4st\u00e4\u00e4n.<\/p>\n","protected":false},"author":6,"featured_media":19071,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[13],"tags":[],"amnen":[58,65],"class_list":["post-19085","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-fi","amnen-matkailu","amnen-ymparisto"],"acf":[],"yoast_head":"\nAsiakkaille tulee viesti\u00e4 kest\u00e4vyyden hy\u00f6dyist\u00e4 - Kvarkenr\u00e5det<\/title>\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.kvarken.org\/fi\/sustainability-should-be-communicated-as-something-that-the-customer-benefits-from\/\" \/>\n<meta property=\"og:locale\" content=\"fi_FI\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Asiakkaille tulee viesti\u00e4 kest\u00e4vyyden hy\u00f6dyist\u00e4 - Kvarkenr\u00e5det\" \/>\n<meta property=\"og:description\" content=\"Bothnian Coastal Route\u202f-hankkeen kest\u00e4v\u00e4n rannikkomatkailun Sustainable Coastal Tourism\u202f-webinaarin viimeinen puhuja, Xavier Font, kertoi kest\u00e4vien k\u00e4yt\u00e4nt\u00f6jen markkinoinnista ja viestinn\u00e4st\u00e4. 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