ارزيابي تجربه مشتريان فولاد مباركه اصفهان

Evaluating the Experience of Isfahan Mobarakeh Steel Customers

هدف از انجام اين پژوهش تحليل رفتار مشتريان فولاد براساس تجربه مشتري است.مديريت تجربه مشتري در سه مرحله پيش از خريد، حين خريد ، پس از خريد و در برنامه هاي وفاداري شركت قابل ارزيابي است. عوامل موثر براي سنجش تجربه در شركتهاي صنعتي در ايران بررسي نشده بود ، ابتدابراي شناسايي عوامل موثر بر مديريت تجربه مشتريان، با 15 نفر از مديران شركت فولاد مباركه استان اصفهان مصاحبه شد. پس از مصاحبه و ثبت نظرات مديران ارشد فولاد مباركه تجزيه تحليل تم انجام گرفت و فعاليتهاي مهم فرايند فروش در سه مرحله قبل ، حين و بعد از خريد استخراج شد. براي آگاهي از نظرات جامعه مورد مطالعه كه مشتريان شركت فولاد مباركه هستند به نتايج مصاحبه پايلوت كه با 25 شركت انجام شده بود اتكا شد. بر اساس نتايج مصاحبه چالش اصلي نحوه ارتباطات ، پشتيباني از مشتري و پيشگام بودن شركت بود. درنهايت پرسشنامه براساس مصاحبه مديران و مشتريان طراحي شد و بين مديران شركتهاي مشتري منتخب شركت فولاد مباركه توزيع شد.پايايي پرسشنامه با آلفاي كرونباخ سنجيده شده كه برابر 0/89 بود.براي بررسي روايي هم از روايي صوري و محتوايي استفاده شد.نتايج پژوهش نشان داد، تمركز بر مشتري‌ مداري و مشتريان ويژه و نيز مديريت رويدادها و برقراري تعامل شخصي موثر با مشتريان از جمله راهكارهاي اصلي براي برطرف كردن تجربه هاي منفي است. براي اكثر پاسخ دهنده حفظ رابطه با فولاد ارزشمند بوده است و در تجربه مشتري مهمترين عامل بوده است.همچنين برند فولاد از نظر پاسخ دهنده ها قابل اعتماد و اطمينان بوده است. و اين دو عامل در تجربه مثبت مشتريان تاثير زيادي داشته اند.كمترين عاملي كه در تجربه مشتريان مورد موافقت بوده است انعطاف پذيري در شرايط فروش بوده است. همچنين پيشنهاد شد كه تنظيم نقشه سفر مشتري است بر مبناي سيستم مديريت دانش مشتري در شركت فولاد مباركه ترسيم شود

Based on customer experience, management is a complete understanding of the customer''s sections and points of interaction with the company, from the beginning when he becomes acquainted with the products and finds a mental conflict with it, until he experiences the product in practice and his future interactions. Plans with the organization. The quality of the interaction at the company''s best point of contact with the customer shapes how much he or she expects from the entire experience. In order to identify the factors affecting customer experience management, 15 managers of Mobarakeh Steel Company of Isfahan Province were interviewed. After the interview and the comments of the senior managers of Mobarakeh Steel, content analysis was performed and the important activities of the sales process were extracted in the three stages before, during and after the purchase. It was relied upon by 25 companies. According to the interview results, the main challenge was how to communicate, support the customer and be a pioneer of the company. Finally, the questionnaire was designed based on interviews with managers and customers and was distributed among the managers of selected customer companies of Mobarakeh Steel Company. The results of the study showed that focusing on customer-oriented and special customers, as well as event management and effective personal interaction with customers are among the main strategies to eliminate negative experiences. Positive experience is one of the most powerful factors that can cause the customer to return and buy back or recommend the organization to others around him. Customer experience management to implement in the organization, you must have a mechanism that stores all the interactions with the customer and can maintain his preferences and tastes. For most respondents, maintaining a relationship with steel has been valuable and has been the most important factor in customer experience. Also, the steel brand has been trusted and trustworthy by respondents. an‎d these two factors have greatly influenced the positive experience of customers. The least factor that has been agreed in the experience of customers has been flexibility in terms of sales. It was also suggested that the customer travel plan be drawn up based on the customer knowledge management system in Mobarakeh Steel Company.