{"id":753,"date":"2019-02-25T12:57:19","date_gmt":"2019-02-25T11:57:19","guid":{"rendered":"https:\/\/express-as.dk\/?p=753"},"modified":"2021-05-05T16:05:11","modified_gmt":"2021-05-05T14:05:11","slug":"er-plejer-dod-eller-en-draeber","status":"publish","type":"post","link":"https:\/\/www.express.dk\/en\/er-plejer-dod-eller-en-draeber\/","title":{"rendered":"ER PLEJER D\u00d8D ELLER EN DR\u00c6BER?"},"content":{"rendered":"

[et_pb_section fb_built=”1″ _builder_version=”4.9.4″ _module_preset=”default”][et_pb_row _builder_version=”4.9.4″ _module_preset=”default” width=”84.3%”][et_pb_column type=”4_4″ _builder_version=”4.9.4″ _module_preset=”default”][et_pb_text _builder_version=”4.9.4″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n

Man kan af logiske \u00e5rsager kun bede om det, man kender til. Men hvis man bliver ved med at g\u00f8re og sp\u00f8rge, som man plejer, bliver resultaterne aldrig bedre. Tv\u00e6rtimod!<\/strong><\/p>\n

Hvilken KPI er vigtigst ved udsendelse af fysisk direct mail (print-DM): At reducere omkostningerne eller \u00f8ge oms\u00e6tningen?<\/p>\n

Selvom der \u2013\u00a0<\/span>naturligvis fristes man til at sige<\/i>\u00a0<\/span>\u2013 altid er et erkl\u00e6ret form\u00e5l om salg og oms\u00e6tning, bliver jeg til stadighed overrasket over, hvor fokus reelt ligger.\u00a0Gang p\u00e5 gang viser det sig nemlig, at virksomheder i deres valg af leverand\u00f8rer og l\u00f8sninger hovedsageligt g\u00e5r efter at f\u00e5 en lav pris. Eller mere specifikt: Lav pris p\u00e5 papir, kuverter, print og porto. Prisen p\u00e5 d\u00e9t bliver pludselig den ene faktor, som blikket er stift rettet imod.\u00a0Og det \u00e6rgrer mig!<\/p>\n

Professionelle leverand\u00f8rer af intelligent print-DM ved, at hvis man gerne vil have store besparelser, s\u00e5 ligger de virkelige gevinster i et samlet blik p\u00e5 hele v\u00e6rdik\u00e6den. Alts\u00e5 helt fra h\u00e5ndtering af data, m\u00e5lretning (herunder\u00a0<\/span>reduktion<\/a>\u00a0<\/span>af antallet af udsendelser), print, kuvertering til distribution.\u00a0<\/span><\/p>\n

Forskellen kan nemt v\u00e6re en samlet besparelse p\u00e5 op imod 20%.\u00a0Dette faktum kommer dog sj\u00e6ldent frem. Eller man kunne sige; dette\u00a0<\/span>svar<\/i><\/b>\u00a0<\/span>kommer sj\u00e6ldent frem.\u00a0Fordi sp\u00f8rgsm\u00e5let aldrig bliver stillet.\u00a0Med god grund.\u00a0Fordi man bliver ved med at g\u00f8re og\u00a0<\/span>sp\u00f8rge<\/i>, som man plejer.<\/p>\n

<\/b><\/p>\n

D\u00f8d eller levende\u00a0<\/span><\/b><\/p>\n

Selvom vi gerne vil sende \u2019plejer\u2019 i graven, er den nemlig um\u00e5delig livlig.\u00a0Og \u2019plejer\u2019 vil i dette tilf\u00e6lde sige, at man fra virksomhedernes side ikke beder om svar p\u00e5 sp\u00f8rgsm\u00e5let om, hvordan man kan optimere hele v\u00e6rdik\u00e6den og dermed b\u00e5de opn\u00e5 de st\u00f8rste besparelser OG de bedste resultater.<\/p>\n

Men hvorfor skulle man ogs\u00e5 det?<\/p>\n

En\u00a0<\/span>indk\u00f8bsansvarlig<\/b>\u00a0<\/span>bliver ikke m\u00e5lt p\u00e5 evnen til at \u00f8ge relevans og individualisering i marketingbudskaberne.\u00a0En\u00a0<\/span>marketingmedarbejder<\/b>\u00a0<\/span>bliver ikke m\u00e5lt p\u00e5 bedre datah\u00e5ndtering.\u00a0Og en\u00a0<\/span>IT-ansvarlig<\/b>\u00a0<\/span>bliver ikke m\u00e5lt p\u00e5 \u00f8gning af kundernes livstidsv\u00e6rdi.<\/p>\n

Det er m\u00e5ske lidt h\u00e5rdt sat op, men det er min erfaring, at det ofte ikke er noget, de sp\u00f8rger til, fordi de ikke bliver m\u00e5lt p\u00e5 det.\u00a0Hvilket i den grad sp\u00e6nder ben for det samlede resultat.\u00a0\u2019Plejer\u2019 er ikke d\u00f8d, men en dr\u00e6ber!<\/p>\n

Som man sp\u00f8rger, f\u00e5r man svar, og det er vigtigt at forst\u00e5, at hverken producenten af kuverter, trykkeren eller den rare mand fra distributionsselskabet optr\u00e6der som andet end s\u00e6lgere af deres egne produkter. Ingen af dem kunne finde p\u00e5 fx at foresl\u00e5 en\u00a0<\/span>reduktion<\/a>\u00a0<\/span>af udsendelser, der ellers ville sikre f\u00e6rre omkostninger, st\u00f8rre m\u00e5lretning og mindre st\u00f8j. Det ville v\u00e6re direkte \u00f8del\u00e6ggende for deres forretning. Men de er jo hellere ikke blevet spurgt. Og dermed g\u00f8r de som s\u00e5dan ikke noget forkert. De svarer bare p\u00e5 sp\u00f8rgsm\u00e5let.<\/p>\n

<\/b><\/p>\n

Men der er mere\u2026<\/b><\/p>\n

Det andet problem, med det ensidige fokus p\u00e5 indk\u00f8b af papir, kuverter, print og porto, er, at det ikke l\u00f8fter den anden del af opgaven.\u00a0Bedre bundlinje kommer netop ikke alene ved besparelser<\/p>\n

\u00d8get effekt af print-DM er lig med \u00f8get oms\u00e6tning. Virksomheder, som \u00f8nsker at \u00f8ge livstidsv\u00e6rdien af kunderne, b\u00f8r sikre sig, at deres kommunikation med kunderne bliver personlig og relevant.\u00a0Men det kr\u00e6ver indg\u00e5ende specialistviden at arbejde i krydsfeltet mellem kundedata, analyse, indsigt og indhold for at etablere og eksekvere kommunikation med datastyret indhold. Og det er de f\u00e6rreste virksomheder, der besidder kompetencerne internt.\u00a0<\/span><\/p>\n

Konsekvensen er, at print-DM ofte internt bliver opfattet som en b\u00e5de frustrerende og besv\u00e6rlig opgave. Man resignerer og parkerer h\u00e5ndteringen et sted nede p\u00e5 en assistents\/sekret\u00e6rs skrivebord.\u00a0Ambitionsniveauet eroderer. Sammen med kunderelationerne og de potentielle gevinster.<\/p>\n

Men hvad er s\u00e5 l\u00f8sningen?\u00a0<\/span><\/p>\n

<\/b><\/p>\n

Svar uden sp\u00f8rgsm\u00e5l<\/b><\/p>\n

Ansvaret for, at ambitionsniveauet ikke s\u00e6nkes, og at den printede kundekommunikation ikke bliver fanget i en nedadg\u00e5ende spiral med stadigt mindre oplevet relevans hos modtagerne, ender hos DM-leverand\u00f8ren.\u00a0<\/span><\/p>\n

Det er nemlig det eneste sted, hvor der b\u00e5de er de tekniske, administrative og datastrategiske kompetencer. Samt et indg\u00e5ende kendskab til bla. hele distributionsmarkedet.\u00a0Og givet de foruds\u00e6tninger, virksomhederne har eller ikke har, m\u00e5 ansvaret i mange tilf\u00e6lde indfries ved at give kunden det, han eller hun\u00a0<\/span>ikke<\/i>\u00a0<\/span>beder om.\u00a0<\/span><\/p>\n

Leverand\u00f8ren skal r\u00e5dgive om det, der ligger i den blinde vinkel \u2013 ogs\u00e5 selvom virksomheden ikke beder om det \u2013 og svare p\u00e5 de sp\u00f8rgsm\u00e5l, som aldrig bliver stillet. Og dermed, p\u00e5 et kvalificeret grundlag, udfordre vanet\u00e6nkning og pege p\u00e5 de l\u00f8sninger, der kan skabe de rette foruds\u00e6tninger. B\u00e5de for at sikre den bedste (samlede) \u00f8konomi, men ogs\u00e5 \u00f8ge kvaliteten af kommunikationen og dermed resultaterne.\u00a0<\/span><\/p>\n

Med den viden vil virksomheden blive kl\u00e6dt anderledes godt p\u00e5. Og fundamentet for en ambiti\u00f8s tilgang og interesse for, at alle processer kontinuerligt optimeres til \u00f8get relevans, st\u00f8rre effekt og leveringssikkerhed, vil v\u00e6re etableret.\u00a0<\/span><\/p>\n

Med leverand\u00f8ren som den ansvarlige, udfordrende og r\u00e5dgivende part.\u00a0<\/span><\/p>\n

Og forh\u00e5bentlig med virksomheden som den lyttende.<\/p>\n

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Man kan af logiske \u00e5rsager kun bede om det, man kender til. Men hvis man bliver ved med at g\u00f8re og sp\u00f8rge, som man plejer, bliver resultaterne aldrig bedre. Tv\u00e6rtimod!<\/p>","protected":false},"author":4,"featured_media":754,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-753","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"\nER PLEJER D\u00d8D ELLER EN DR\u00c6BER? - Express<\/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.express.dk\/en\/er-plejer-dod-eller-en-draeber\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ER PLEJER D\u00d8D ELLER EN DR\u00c6BER? - Express\" \/>\n<meta property=\"og:description\" content=\"Man kan af logiske \u00e5rsager kun bede om det, man kender til. 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