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Korisnički servis II – zadržati klijenta

Ok, izgleda da ću napraviti sagu Korisnički Servis, a sve mi se čini da će pre biti kao latino-američka sapunica, u 100-200 nastavaka.

A tako i zvuči.

Planiram već par dana da emigriram na AdriaHost . Dobar glas daleko se čuje, toliko korisnika i svi samo reči hvale imaju. Pa kud svi Turci…

I tako malo Ture ode juče u NLB Montenegrobank-u da proveri je li račun za koji je vezana moja viza kartica i dalje aktivan. Kaže teta na šalteru da jeste ali zbog održavanja kartice imam minus od nešto preko 4 evra. Ok uplatim ja neku sumu na račun, pokrije se taj minus naravno,uredno ona čekira je li adresa i br telefona isti, promeni br lične karte sa novim. Je li sada sve u redu? Jeste. Hvala doviđenja.

Današnji dan. Sva srećna, uprkos kišnom vremenu #pozitiva krenem u kupovinu domena i hostinga. Spetljam se tamo nešto u kupovini i odmah zakukam na twitteru za pomoć. Očekivano, zbog već postojeće reputacije, dobijem expressnu pomoć od AdriaHost. Sva neophodna objašnjenja, sa puno strpljenja I am one tough nut 🙂 i dodjem do svečanog trenutka pritiskanja pay button ali cvrc! You must enter a valid credit card number Ok, možda sam mašila neku cifru, uvek ja prvo problem tražim u sebi…Ne,ipak sam savršena 🙂

Samo da napomenem, u medjuvremenu dobijam i telefonsku podršku od AdriaHost. Zovu da pitaju mogu li pomoći…ničim izazvani… #marvelous

Sledeći korak, stupiti u kontakt sa The Bankom. Jedan broj, niko se ne javlja…dobrih po’ ure. Drugi br, konstantno zauzet. Treći br takodje. Vraćam se prvom, i nakon cca 45 minuta uspevam. Javlja se ljubazni mladić i proverava šta je sa mojom karticom. Blokirana 2.11., dakle pre 20 dana! I ne može se više odblokirati. Moram da podnesem zahtev za novu. Blokirana je jer nije dugo korišćen račun, tj nije bilo priliva, pa se napravio taj minus i njihova politika je da takve kartice gase. Ok, sve je to regularno i sasvim u redu, ali zar mi to nije moglo, zar mi to nije MORALO biti saopšteno JUČE, zar to nije bilo najlogičnije saopštiti uz informaciju da taj minus postoji zbog održavanja kartice?! Nisam bankar, malo se i ježim na pomen reči finansije, ali ovoliko mogu da izdumam svojom glavom. I najbolje od svega je da se ljubazni mladić sa druge strane žice slaže sa mojom konstatacijom sto postotno i onda dobijam komentar “Ah, šta ćemo!” u smislu eto, tako vam je to, samo što ne reče “sestro slatka”.

I još jedna stvar, da zanemarimo sada manjak informacija od juče, na šalteru, ali meni nikad ni na koji način nije stiglo obaveštenje da kartica više nije validna. A o upozorenju da i ne pomišljam. Iako kada otvarate račun u banci, traže sve podatke, izmedju ostalih imaju i broj tl. i mail adresu. Ma kad se setim onog upitnika o političkoj aktivnosti, ne samo mojoj nego i tetkine zaove dečka iz drugog osnovne, zapitam se…Pa koliko se samo papira potroši na sve te informacije, koliko je to posečenih stabala, i čemu sve to?

Dakle, šta smo danas naučili : Imali smo u jednom danu dva oprečna primera dobrog i lošeg korisničkog servisa.

Prvi je, sa puno strpljenja, odgovarao i na najbanalnija pitanja, davao informacije koje nije dužan, upućivao na korisne kutke za informisanje, i to sve na društvenoj mreži, i još uz to samoinicijativno kontaktirao potencijalnog korisnika i putem telefona, iz druge države. Dobila sam ponudu da se sve završi i pre nego što izvršim uplatu za usluge.

Drugi nije bio ažuran (osim u cilju zaštite sopstvenih interesa od o.7 centi mesečno), sa poteškoćama je kontaktiran, i na kraju i ako je priznao grešku izostalo je jedno ljudsko obećanje da će se učiniti što je u njihovoj moći da do greške ne dodje ponovo.

A samo je bilo potrebno uputiti jedan mail upozorenja da će kartica biti blokirana. Podsetiti svog klijenta o statusu u njihovoj banci.

Every customer counts i zato je AdriaHost danas gigant od kompanije u odnosu na NLB Banku bez obzira na obim poslovanja.

Ma koliko izlizana ova boldovana fraza bila statistika kaže (volim ja brojeve i ako ne volim finansije) :

Nezadovoljna mušterija podeliće svoje nezadovoljstvo sa svojih 8-10 prijatelja (svaki peti će podeliti sa njih 20). Potrebno je 12 pozitivnih iskustava da anuliraju 1 negativno. Ipak, 6 puta je verovatnije da će jako zadovoljna mušterija (ona koja se oseti zbilja važnom, a za to je dovoljna samo mrva pažnje) ponoviti kupovinu i preporučiti kompaniju nego samo zadovoljna mušterija (ona koja je kupila proizvod za koji je i došla u kompaniju).

 

 

 

 

 
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Posted by on November 22, 2011 in Jesen

 

Korisnički servis – 5 pravila/ 5 basics of customer service

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Ok,u predhodnom postu sam obećala pisati o tome Kako? biti društveno odgovoran.

Malo su me putovanja omela da to bude ranije, ali slučaj nemarnosti i kratkovidosti od pre par dana me naveo da nadjem vremena za ovaj kutak.
Cilj svake kompanije je da privuče što više klijenata (kupaca, korisnika i inih). Znači prvo i osnovno, treba biti odgovoran prema svojim klijentima i pružiti ono što obećavate. Nije poenta obećati “kule i gradove”, na kraju krajeva to su samo bajke, ali kad se te bajke ne ostvare, pa se sazna za Velikog Strašnog Vuka zvanog Laž, e tu počinje noćna mora od koje ljudi beže. Poverenje uvek i stalno donosi profit. Sve ostalo je prolazno. Dakle, ne obećavajte nešto što ne možete u potpunosti ostvariti. Već sam pomenula, informacije su svima dostupne, danas se šire brže nego ikad, i najsitnija laž se primeti i onda bude “veća dara nego mera”.
Kada kažem laž mislim na sve oblike nepoštovanja. Jer ako je na primer poštovanje i briga o klijentu deo poslovne politike kompanije, svako nepoštovanje i nebriga tu tvrdnju karakterišu kao laž.
Elem, dugogodišnji sam i verni korisnik Telenor Crna Gora. Da me pitate zašto…hm…moram da se zamislim i prisetim…ah da! Nekada davno dok sam bila i ja student moji frendovi su počeli ploviti, dakle smucati se po belom svetu, i jedina mreža (od cele dve u tom momentu) koja je imala pokriven veći deo sveta nego li ona druga mreža, bila je Promonte, današnji Telenor.
E sad, nije da sam svih ovih godina koristila jedan te isti broj ali je to uvek bila ista mreža i uvek postpaid račun.
Jednom mi se desilo da sam kupila prepaid broj i otišla sa njim u inostranstvo.Problem je nastao po samom prelasku granice. Pokušavam javiti ekipi da me sačekaju na stanici jer “sve svoje sobom nosim” pa mi dve ruke malo, ali vraga! Ne mogu da uspostavim vezu. Proveravam stanje na računu, regularno nešto preko 2evra. Obzirom da sam u Srbiji, dakle najjeftiniji mogući roming od svih rominga, sasvim dovoljno da makar vezu uspostavim, ali…I dalje ne mogu da telefoniram. I ne dobijam nikakvo obaveštenje već se samo veza ne uspostavlja. I tako budem prinudjena da kupim karticu domaćeg operatera i priča za taj dan ima srećan kraj, koliko toliko…
To se desilo pre 3-4 godine i po povratku u CG odmah prebacim i taj broj na postpaid.

Sadašnje vreme.   Pre mesec dana kupim opet prepaid karticu samo da bih dokazala sebi da sa postpaid solucijom manje trošim. Čim je račun sišao prvi put ispod 1evra počinjem da se nerviram. Bogu iza tregera sam, nema šanse da igde stignem peške, dakle taxi je jedino rešenje ali jok! Ne mogu da nazovem jer nemam dovoljno na računu. Ko ti je kriv Itana kad imaš žurku u glavi pa pojedinima iz te skupine moraš da se dokazuješ. I tu rešim dosta je bilo igranja, pri povratku u civilizaciju vraćam se na staro. Ipak nisam to učinila jer su sledile pripreme za put i za tren oka sam bila u avionu.

Slećem na aerodrom, šaljem poruku servisu zvanom Zabrinuta Mama da sam sletela. Na ekranu piše “poruka poslata”. Ok, beskonačni sastanci, čitaj naredna 4 sata, evo me!
Dok ja tako sastančim, u drugoj državi, onaj servis već počinje da paniči. Jer poruku NIJE dobila. I što je još gore ne može ni mene da dobije! I taman u momentu kada izlazim sa sastanka stiže mi poruka da je račun dopunjen. Tek tad se setim da je to ono čega nisam mogla da se setim pred put “a znam da sam trebala još nešto da uradim”. Ali na računu je i ovaj put bilo nešto manje od 2evra(samo da se razumemo opet sam u komšiluku,dakle trebalo bi biti dovoljno makar za poruku). Čim mi je dopunila račun mama je i vezu uspostavila i osula paljbu, kako to samo mame umeju, a ja pojma nemam o čemu se radi. Sporazumemo se nas dve čim je shvatila da joj je dete živo i zdravo.
Ok, mama je razumela ali po otvaranju svog voljenog mail-a shvatam da je i jedan poslovni partner zabrinut. O-ooo! Srećom pa saradjujem sa razumnim ljudima.
Dobro Itana zar nisi ništa naučila prošli put kad si se nosala sa prepaidom?
Ok my bad. Trebalo je da mislim o tome ranije.
Elem, nedelju dana kasnije, tj 16.11. vraćam se kući i prvo što radim je da odem u poslovnicu Telenora i prebacim prepaid na postpaid. Uredno je sve uradjeno, moja nova postpaid kartica bila brzo aktivirana i svi srećni i zadovoljni…aha…
Zbog prirode posla obavljam puno razgovora sa inostranstvom. I tako, dan nakon zamene kartice, 17.11. javlja se potreba za takvim jednim razgovorom. “Vaši pozivi su blokirani”…još jedan pokušaj…”Vaši pozivi su blokirani”…poziv gore pomenutom Mama Servisu (dakle lokalni, u istoj smo državi) i opet isto.
U redu, zovemo korisnički servis. “Za ovu opciju pritisnite taj i taj broj…” i tako sve dok ne nestane cifara a o kontaktu sa operaterom ni traga ni glasa. Rešim ja da razbijem mit, što bi rekla moja divna drugarica, “o kontaktu sa operaterom Telenora” i isprobam sve “opcije”. Za polovinu sam obaveštena da mi nije dostupna, izmedju ostalog i provera stanja na računu…ali moja tvrdoglavost se isplatila na kraju i čujem konačno sa druge strane živo biće umesto automata. Pitam ja zašto ne mogu da obavljam pozive a on meni kaže ono čuveno “Kod nas je sve u redu.Probajte da izgasite telefon pa ponovo upalite” (da mi je bilo do šale verovatno bih pitala trebam li zvati i vatrogasce ako počne da dimi). Dobro, pomislim ja, će da probam. Naravno da se ništa nije promenilo a i već je kasno doba noći pa više i ne vredi bilo šta pokušavati. Sutra je novi dan.
18.11. To jutro uspevam regularno da dobijem svoju milu majčicu i sva srećna biram onaj broj u inostranstvu…i pogadjate šta čujem…”Vaši pozivi su blokirani”…noćna mora…U tom momentu nemam vremena da se bakćem sa operaterom i koristim drugi broj da obavim poziv (broj koji inače služi samo za pozivanje porodice i isključivo za to, ali razgovor je važan i hitan pa kršim jedno od svojih osnovnih pravila poslovanja).
Isti dan popodne odlučim da razrešim misteriju i opet se upuštam u misiju zvanu “Operater” (razmišljam racionalno šta bi Ethan Hunt uradio u ovakvoj situaciji). Sa jednim operaterom se prekida veza samo što sam rekla Dobar Dan. Druga sreća. Ljubazni operater mi odmah saopštava da vidi problem, da moji odlazni pozivi prema inostranstvu jesu blokirani ali…(znala sam da ću čuti ovakav redosled ta tri slova) kolega koji to može popraviti radi samo u prvoj smeni, pa da nazovem sutra izmedju 8 i 14 časova ponovo. Helloooooo!?! Zahvalim se uredno na pomoći, bez i jedne trunke nervoze, ma ni u najavi. Jer ipak, shvatam da nije on kriv i da istresanjem svog nezadovoljstva na njega neću ništa postići. Osim da se on oseti neprijatno zbog greške kompanije.
Dakle sutra dan, tj 19.11., konačno su mi ti pozivi odblokirani.Sve je trajalo 15 sekundi. Potpuno bezbolno.Nisam ni osetila…aha…osim agonije koja je trajala dva prethodna dana.

Ok, šta je moja poenta. Na sajtu Telenora lepo piše, lepim slovima, koja trepere, oči da izbiju, ne možete da ih promašite “Korisnički servis vam je na raspolaganju 24 sata na dan, svih 7 dana u nedelji”. A ja kažem : Trebalo mi je 15 minuta da shvatim kako doći do operatera na tom servisu, a usput shvatim da mi pola opcija nije dostupno. Operater Br 1 nije u opšte registrovao grešku,dakle negacija. Veza sa Operaterom Br 2 se prekinula posle 2 sekunde, dakle loša veza. Operater Br 3 prihvata odgovornost ali nije sposoban da reši problem niti da prenese kolegama koji su osposobljeni za rešavanje istog. Tako da sam ja primorana da čekam svanuće sledećeg dana i Operatera br 4 koji rešava problem za 15 sekundi.

Osnov dobrog korisničkog servisa :

  1. Uspostaviti kontak/odgovoriti na poziv/poruku/tweet #socialmedia #friendly #transparent
  2. Ne obećavajte ono što ne možete da ispunite – ispunjavanjem obećanja stičemo poverenje što klijente vraća na vaša vrata #trust
  3. Rešavajte probleme – niko ih ne voli, ali ako se ignorišu neće nestati #dealwithit što nas dovodi do sledećeg
  4. Priznajte grešku – ljudski je grešiti, a ljudskost je ono što je na ceni #justahumanbeing #sincere
  5. Obučite zaposlene – makar to bila obuka opšte kulture ponašanja #littlethings

Toliko za danas. I samo da napomenem, nije ovo napisano da bi se blatio Telenor. Samo želim skrenuti pažnju kao korisnik šta bi trebalo izmeniti u cilju poboljšanja, a na obostranu radost. I obećavam da ću to od sada raditi češće jer Dobre stvari pokreću svijet 🙂

 

 

Ok at the previous post I promised to talk about How? to be socially responsible.

I was distracted by some traveling last couple of weeks, but one case of negligence and shortsightedness reminded me to find time for this part of the world.

Every company goal is to attract more clients(customers, users ect). So first and elementary thing is to be responsible to your clients and provide what you have promised. You can not promise the pie in the sky if it is obvious it is nothing more than a dream. Dream is nothing more than a fairy tale, and when you find out about Big Bad Wolf that is when the nightmare begins. And you run as fast and far from there as you can. Thrust is what makes profit. Everything else is temporarily. So, do not promise if you can not deliver. As I mentioned many times before, information are available everywhere and to everyone, and spread around faster than ever before. The smallest lie is revealed and you find your self bite more than you can chew.

When I say “lie” I mean all sort of disrespect. Let’s take for example respect and care about the client as a part of every company politics, negligence and disrespect turns that statement into a lie. That simple.

So, I am a faithful client of Telenor Montenegro for years now. If you now ask me Why…hmmm…when I think about it…oh,yeah. Long time ago when I was stil at the Faculty my friends started sailing all around the world and only one network (out of two existing at that moment) had coverage bigger part of the world then the other network. Back then it was Promonte, Telenor these days.

Now, to be honest it’s not like I have used only one number all these years, and it was always the same network and always a postpaid account.

One time I bought a prepaid number and went abroad. The problem appeared as soon as I crossed the border. I was trying to let my gang know that I am on my way to visit them, so that they meet me at the train station cause Itana carries more than can fit in her two small hands, but no! I can not connect to the network. Checking the account, something over 2 euros. Since I am in the neighborhood country Serbia, so the least expensive roaming possible, more than enough to at least make the connection not to mention sending sms, but…still nothing. I am not getting any notification just can not make the connection. So I am forced to buy new number from the domestic network operator once I was at the destination. So yes, it was a happy end more less but only after struggling with my luggage for whole block of buildings…

That was 3-4 years ago and as soon as I got back to Montenegro I switched that prepaid to postpaid.

Present time. A month ago I bought a prepaid number again just to prove to my self that postpaid solution is cheaper. As soon as the account had less than 1 euro for the first time it started getting on my nerves. I was somewhere far and away of  civilization and the only Way Back would be by cab, but no! I can not make a call, informs me the scary voice from the automat, because there is not enough available funds at the account. Your bad Itana, you are the one with the crowded head and in need to explain its attendants all your actions. At that moment my only thoughts were to switch to postpaid as soon as I get my hands on civilization. But unfortunately did not have time to do it cause next thing I know I was on a plain on my way to a business meeting.

After checking at the border I was immediately texting the service called Worried Mum to let her know I landed safe and sound. The screen sad Message Sent. OK, endless meetings here I come!

Four hours later while I am in another country, having meetings, that Mum Service is panicking. Because she did NOT get the message. And what’s worst she can not reach me! At the same moment I am coming out of the meeting I receive a message that my account was “refueled”. Only then I remembered what was “that one thing I could not remember to do” before the trip. This time the account had couple of cents under 2 euros ( just to make sure we are on the same page, again neighborhood country, cheep roaming, so should be enough for the sms). As soon as I got that information (it was of course my mum who refueled it) she got trough to me and started lecturing. When she realized her baby is safe and sound I managed to explain everything.

OK, Mum understood but an email from a business associate proved my fears. He was worried. Thank God I choose who I do business with and found understanding.

Itana darling have not you learn by now not to mess around with prepaid account?

My bad. Should have think about it sooner.

Alas, a week later, to be precise on the 16th of November home at last. First thing first, straight to Telenor to switch account. Everything done, no problem, my new postpaid number was activated in short time…what a joy.

Cause of the nature of my business I have a lot of international calls. Tomorrow, 17.11., there is a need for such call. “Your calls have been blocked”…one more try…”Your calls have been blocked”…Calling my emergency service – Mum Service ( local call, we were in the same country last time I checked ) but again the same info on blocked calls.

OK , time for custumer service call. “For this option press that number…” and so on until you ran out of numbers but yet not a word on contacting the operator. So I decide to bust that myth of “ghost-unreachable-operator” and being persistent as I am, trying all numbers and “options”. For half of the options I was informed they are not available for me, among which was the option of checking the account…my stubbornness served the cause and finally I got to the live human being instead of automate. On my question why are my calls blocked he sad I can not see anything wrong at our system, and well known sentence : “Try turning off your cell and turn it on again”. OK it won’t hurt me if I try. And ofcours nothing changed and since it is after 10pm, too late to make any calls, I gave up. Tomorrow is a new day John.

18.11. This morning I managed to call my Mum without a problem. So with a good faith in the Human Race and it’s achievements in technology I dial that foreign number…and guess what…again I can hear…”Your calls have been blocked”…nightmare all over again…At that point I do not have time to play games with custumer service. Will make a call from the personal number (number meant to use only when calling family and friends, but it is urgent so I break one of my basic business rules).

Same day in the afternoon I want to resolve the mystery and go on a mission called “Operator” ( been thinking what would Ethan Hunt do in my shoes). After reaching one operator the line brakes just after I sad “Hello.”. Second is a charm. Kind operator immediately sees the problem, but…( somehow I knew that I will hear these three letters in this exact order) service that can solve the problem is operating only in the morning shift so I need to call again tomorrow between 8 and 14 o’clock. Helooouuuuu!?! I thank him kindly for his help, for I realize after all it is not his fault and if I argue with him will not achieve nothing but  making him feeling bad for the mistake of the company.

Next day (is anyone counting the days), on the 19th of November, finally my calls have been unblocked. It took them only 15 seconds. Totally painless. I did not feel a thing…sure…except my agony which lasted for previous two days.

OK, what is my point. At the website of Telenor you can see in can-not-miss-it letters, flashing all over, “The customer service is at your disposal 24 hours a day, seven days a week.” And I say : It took me 15 minutes to realize how to reach the operator in their service, and at the same time realize that half of those options are not available for me. Operator No1 did not even register the problem, so in denial. The line brake when I got to the Operator No2 after 2 seconds, so bad connection in the network. Operator No3 finally admits the responsibility but not able to inform his colleagues who should be able to fix the problem. So I am forced to wait another day and Operator No4 who resolves it in less than 15 seconds.

Basic of every customer service :

  1. Make the connection/respond to call/mail/tweet #socialmedia #friendly #transparent
  2. Do not promise if you cannot deliver – satisfied customer will always come back once you gain his #trust
  3. Resolve problems – no one likes problems but ignoring them will not make them disappear #dealwithit which brings us to the next one
  4. Admit your mistake – mistakes make as more human, and humans are what matter the most at the end of the day #justahumanbeing #sincere
  5. Train your employees – if it means teaching them the basics of behavior

That’s it for today. And just to make clear, the purpose of this post is not to make Telenor the Bad Guy. It is meant to pay the attention as a consumer on what’s to be done to improve for both side’s sake. I promise to do it more often cause as they say in Telenor : Good thing make the world spin around 🙂

 
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Posted by on November 20, 2011 in Jesen

 

Pozicija i odgovornost/Position and responsibility

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Od malih nogu učili su nas roditelji, učitelji, nastavnici, profesori, prijatelji, braća, kumovi (ne, ne, neću sada zapevati), da se prema drugima ponašamo onako kako želimo da se drugi ponašaj prema nama.

Kao što rekoh u postu o MadMen godinama se marketing bazirao na onome šta prodavci žele da nam prodaju. Sa sve slobodnijim pristupom informacijama igra se okrenula. Kako problemi sa ovakvim pristupom tržištu izbijaju na površinu prodavci su se dosetili kako da se prilagode novom dobu. Dosetili su se oni mnogo čega u poslednjih par decenija, pa tako i boljeg načina iskorišćavanja tudje nesreće.Društveno odgovorno poslovanje je postalo ultra, mega, giga, trendi. Sve je to fino i lepo ali se nažalost pristupa površno, i opet iz pogrešnih razloga.

Dragi moji korporativci,

Društveno odgovorno poslovanje podrazumeva sticanje svesti o položaju u društvu i odgovornosti koja proizilazi iz tog položaja. Kada shvatite da cilj društveno odgovornog poslovanja nije profit već društvena odgovornost (neverovatno zar ne?) onda možete preći na fazu dva i razmišljati Kako?. A o tome u narednom postu.

I zato ovoga jutra mojoj sreći nema kraja jer je akcijom koju su pokrenuli Gaga Djermanović i Ivan Ćosić i u našoj #twitoslavija ukazano na taj problem. Zato se pridružujem akciji #ustupamoprostor  i nadam da nećemo ovde stati sa društvenom odgovornošću.

Since our early childhood we were taught by our parents, teachers and the rest of friends&family gang that we should treat others the way we would want to be treated.

As I already mentioned in MadMen for years marketing was based on what producers wants to sell us. With bigger and bigger access to information The Game turned other way around. As problems with this attitude continue to brake to the surface producers figured out how to adjust to the new age. They figured out lots of things in last couple of decades, among which the best way how to use other people misery. Socially responsible corporations became ultra, mega, gig,  trendy. That is all splendid if it was not superficially and done for the wrong reasons.

Dear corp-orators,

Socially responsible business means being aware of the position in society and responsibility that comes with that position. When you manage to realize that goal of socially responsible business is not about profit it self but, surprise, surprise, a social responsibility, only then you can continue to the phase 2 : How to? And on that subject read on my next post.

And for that I am the happiest person this morning because the action that started from Gaga Djermanović and Ivan Ćosić in our region of exyu countries also known as #twitoslavija , poin out that huge problem.

That is why I support #ustupamoprostor with hope that this is just a beginning.


Stop trgovini decom/Stop Child Trafficking

Kampanja organizacije Astra — Anti Trafficking Action



maliVEliki ljudi/littleBig people

Kampanja organizacije maliVEliki ljudi



Bolje da znaš/You Better Know

Kampanja projekta Podrška u borbi protiv HIV/AIDS-a



Ujedinjeni protiv droge/United Agenst Drugs

Kampanja Ujedinjeni protiv droge



Osobe u razvoju/People in Development

Kampanja organizacije Deèje srce



Bitka za bebe/Fight for Babys

Kampanja Bitka za bebe



 
2 Comments

Posted by on November 7, 2011 in Jesen

 

MadMen

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Volim jako tu seriju iz više razloga, koji se mogu svrstati u dve kategorije : patetični i konstruktivni.

U stvari sve današnje serije, manje više, možemo okarakterisati kao patetične i/ili konstruktivne. Ne, ne, nisu samo Dalas/Dinastija sapunice tj latinoameričke tj indijske tj turske serije nabijene patetikom. Istina prvo se u njima pojavila ta navala tragičnih emocija, pa su tako producenti svih žanrova shvatili da u tom grmu leži zec. I tako, danas, u stvari u svakom segmentu filmske industrije imamo po koju sekvencu gde je Ona nesrećno zaljubljena (nikada mi neće biti jasno kako te dve reči mogu zajedno), ili ne daj bože neku zapetljaniju fabulu sa trećim, četvrtim…desetim licem.

Da se razumemo, nisu nama tvorci tih serija poturili pod nos “suze i greh”, to je ono što publika traži. Pardon, što većina publike traži.Ali to bi zahtevalo jedan poseban post. Nego da se vratimo na MadMen.

Sve što servira marketing izaziva neke emocije, zbog kojih se vežemo ili ne, za odredjeni proizvod.To bi bio marketing u globalu. A uspešan marketing  je onaj koji nam servira konstruktivan razlog vezivanja za proizvod. To što ja volim retro scene, revolucionarne šezdesete i modu istih, to je ona patetika zbog koje imam blaženi smešak čim pritisnem play dugme i čujem A Beautiful Mine. To je onaj prvi utisak koji me upecao.

Ali ono što me zadržalo na udici nisu lepe krpice i dekor. Svašta nešto se tu nauči. Nekada se prodavalo ono što proizvodjač želi. Jednostavno, informacije o ponudjenom proizvodu su bile šture, da ne kažem nije ih bilo, osim onih koje su servirane od strane kreatora istog. Znali smo samo ono što su oni hteli da znamo. Moglo se lako manipulisati percepcijom. Jasno je da je danas situacija obrnuta. Informacije su svuda dostupne, povezani smo “k’o creva”. Činjenica je da se pre pojavi i prenese informacija na društvenim mrežama nego u bilo kojim drugim profesionalnim medijima. Sve je mnogo transparentnije. I potrošač sam traži providnost, jedva čekaju da vas ogole, i bogo moj kako se obraduju kad nadju nesto nepristojno.

Pa zašto se onda truditi prikriti (pokriti) se?  Zašto ne bi smo dali publici ono što traži, oslušnuli šta imju reći? Jer onda se on oseća bitnim, važnim,sujeta mu je zadovoljena. A i naš san miran.

Hajde onda da ta naša reklama u prvi plan ne stavlja boje i opšte narodno veselje, nego da im pokaže onaj deo “a šta ja imam od toga”. Davno je prošlo vreme kad je Lucky Strike bio “zdraviji od ostalih cigareta”.

Kad vidim u reklami kako se pregača umrlja istovremeno sa šest različitih soseva i ona skorela mrlja počne okretati u bubnju veš mašine, ne da neću da kupim deterdžent koji to opere, nego ću celoj skupini zvanoj “rodbina i prijatelji” da razglasim kako me taj deterdžent gleda sa TV-a u oči i laže.

I tako, htedoh samo preporučiti da gledate MadMen i učite kako se nekad prodavalo i kako danas ne treba tako prodavati.

 

 

 

 

I truly enjoy watching that series for  various reasons, that can be put in two categories : pathetic and constructive.

Actually,  all of today series can be, more or less, characterized as pathetic and/or constructive. No, no, it is not Dallas/Dynasty  that is latino-american that is Indian that is Turkish series the only ones full of pathetic scenes. Although that is where a rush of tragic emotions  appeared for the first time. And so producers of all the genres realized where the gold mine is. Following, today every segment of film industry has at least one sequence of She who is unlucky in love (will never understand how unlucky and love can stand together), or God forbid a plot with third, fourth…tenth character.

Just to make sure we are on the same page, the producers were not the ones who forced these “tears&sins”-plots under our noses, it is what the audience asked for. Sorry, most of the audience..But that should be a theme for a new post. So, let us get back to the MadMen.

Everything served by The Marketing are emotions, which make us or not hooked to the product. That would be usual or better to say basic marketing. But a Successful Marketing is the one that serves a constructive reason for attaching to a particular product. My love for retro, revolutionary sixties and fashion of that period, that is the tearjerker causing a smile on my face every time I push play button and hear A Beautiful Mine. That is a first impression that got me on the hook.

What kept me hanging there were not décor and pretty clothes. You can learn a lot there. Once upon a time manufacturers would sell what manufacturers wanted. It was simple, lack of information on a product and the ones that were available were generated by the manufacturers. So we new only what they wanted us to. Perception was easy to manipulate with. It is clear that today we have reversed situation. Information are available everywhere in any given moment to anyone.. The fact is that the info will appear and we forwarded faster at online social networks than trough any other media. Everything is more transparent. And the consumers themselves ask for the transparency. They can not wait to see you naked. Oh my, what a joy it is for them when they find something inappropriate there underneath!

Well then, why should we hide(cover) ourselves? Why would not we give the audience what they want, listen for a moment about their needs? Because that is when they feel important, their vanity is satisfied. And we sleep peacefully.

Let us instead of emphasizing the colors and tearjerkers put in foreground the part with “what’s in there for me?” . It has been a while since the Lucky Strike was “healthier than other cigarettes”.

When I see in a commercial apron with a ugliest hardcore stain ever spinning in a washer machine, not only that I am not going to buy the detergent which will wash that  stain, but I am going to let know the whole bunch of friends&family that that particular detergent can look me in the eyes from the TV screen and lye to me!

So, I just wanted to recommend you to watch MadMen and learn how it all started and how it should not be done today.

 
2 Comments

Posted by on November 1, 2011 in Jesen

 

A sta cemo sa odrzivim razvojem svesti? / And what about sustainable development of the mind?

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Ok možda je vreme da prestanem pričati sama sa sobom i da se obratim svetu. U stvari za vikend sam pratila BlogOpen (hvala izumitelju livestream-a kao i organizatorima ovog blaženog event-a) i tamo su razni ljudi rekli zašto i kako treba blogovati (a baš čudno na konferenciji o blogovanju da se o istom priča,zar ne Itana-smartass).

Zašto u opšte pričam sama sa sobom? Khm, to je pitanje koje zahteva kompleksan odgovor(predpostavljam) a ja i nisam baš kompetentna da ga obradim (čitaj:strah me da razmišljam o tome). Ali zašto bih da pišem blog, e na to bih trebala odgovoriti #blogopen.

Imam ja tako nekih svojih nedoumica i dilema o kojima da pričam svojoj okolini gledali bi me k’o da nisam pod vinklu, a ja onda samo kažem : Imam ja potvrdu iz Dobrote (za neupućene to je deo Kotora u kojem se nalaze Fakultet za Pomorstvo i Duševna bolnica,zgodno ha?). Eto, pa možda se ovde nadje neko da razume mene ludu. A ako ne, ništa, makar sam pokušala.

Evo npr., kad već pomenuh fakultet, tema koju sam obradjivala za diplomski rad se ticala Ekoloskog Marketinga. U samoproglašeno ekološkoj državi(u momentu proglašavanja-republika) koja potencira svoje prirodne lepote WildBeauty (zbog kojih je,da se ne lažemo, zivot ovde podnošljiviji) i čiji se narod kune u čojstvo(kako ovo da prevedem na engl) i junaštvo, pronalaženje literature ne bi trebalo biti problem. Aha… Srećom moji roditelji su (za razliku od države) na vreme prepoznali vrednosti i prednosti poznavanja engleskog jezika i od malih nogu me usmeravali na isti (a i cartoonetwork je bio od pomoći moram priznati),pa sam uz malo uloženog truda i vremena pronašla literaturu vrednu pažnje.  U pitanju je Guerrilla Marketing Goes Green by Shel Horowitz and Jay Conrad Levinson. I da ne bih sad prepričavala celu knjigu poenta je u etičkom ponašanju koje na kraju dana donosi,gle cuda,profit, i to veći nego bilo koja druga strategija.

I gde je tu sad moja dilema? E pa svuda. Što smo bre taki svet da nam ništa sem tog dinara nije važno? Zašto nam je to merilo svega? Čemu sva trka i frka oko zarade? Šta nama u stvari taj novac donosi? Ova dvojica autora što sam ih linkovala a posebno Horowitz nisu linkovani radi šarenila teksta nego da tu nešto i pročitate.

USA nazivaju FastFood nacijom,ali zar nije ceo svet takav? Ok možda se na njima najviše primećuje jer imaju najviše overweighted ali nije to jedino što nas truje. Da, trovanje hranom se najlakše primeti, a šta ćemo sa ostatkom tela, a o umu da i ne počinjem. A u stvari odatle sve počinje. I to što se svuda vode ratovi je poremećaj. I to što ni trunke tolerancije nemamo osim za svoju guzicu(izvin’te zbog mog francuskog). FastFood poremećaj je samo jedan od produkata trovanja uma. Pa sve nam je Fast, i Food i Life i Way…”i sve nešto lepo”.

Stalno slušam održivi razvoj ovo, održivi razvoj ono za prirodu, za okoliš…a gde sam JA u svemu tome? Kako mogu čuvati prirodu i na kraju krajeva zašto ako sebe ne čuvam? Dakle prosto je, očuvaćemo prirodu čuvajući sebe od nas samih.

I mogla bih ja ovako do sutra, prekosutra da drobim, nego ne bih baš u prvom postu da dobijem etiketu hejtera – naucila od Dede da se to ne valja. Mislim hejtovati, i potpuno se slažem.

Ok maybe it is time to stop talking to myself and instead talk to the rest of the  world. Actually, I was keeping my eye on BlogOpen2011 (a big thank you to the inventor of live stream and organizers of this blissful event. Anyway,   there at the conference various people talked about how and why we should blog ( really Itana, talks about blogging at bloggers conference, really, how unusual…smartass).

Ok why do I even talk to myself? Well, that is the question that requests a complex answer (I guess ), which I am just not competent to give (meaning: I am scared to think about it) J But why should I write a blog, that is the question I should give an answer to #blogopen.

From time to time I talk about  some dilemmas and perplexities and people from my surrounding look at me like I am touched in the head. At that point I can only say : Well, I have a confirmation from Dobrota (part of Kotor-town in Montenegro-where are settled both Faculty of Maritime Studies and Mental Hospital). There you go. So, maybe I will find someone here to understand this loony, and if I do not…oh, well, at least I have tried.

And talking about faculty, my diploma theses was about Eco-friendly  Marketing. In self-declared eco-state of Montenegro which  underline it’s Wild Beauty, and who’s inhabitants swear on their dignity and heroism,  one could think it would not be a problem to find literature on this subject…sure. Good thing my parents recognized in time values of knowing English language and provided private lessons for me from early childhood (though cartoon network was useful as well ). So, with little time and effort I managed to find literature worth of my attention Guerrilla Marketing Goes Green by Jay Conrad Levinson and Shel Horowitz. Not going to paraphrase the book it self  and will skip to the point. The point is ethical behavior which at the end of the day brings profit bigger than any other strategy. Surprise surprise!

Then what is my dilemma? Well everything! Why the hell we do not care about anything but the money? Why is that the only value we are aware of? Why all the fuss about it and is there a real value there? Those links to Horowitz and Levinson are not there just to make this post colorful but for you to read and learn something from them, especially from Horowitz.

We call USA the Fast Food nation. But isn’t the whole world like that. Sure America has the most over weighted citizens but fat is not the only venom. Yes being fat singles you out instantly, it is very much visible but what about the rest of the body? And I do not even want to start with mind. And the truth is that everything starts right there. The fact is we have wars all over the world and that is mental disorder, not a necessity. Not having tolerance but for our own ass (pardon my French) is a huge disorder as well. Fast Food disorder is just one of many products of mind poisoning. Notice that everything has to be Fast…Food…Life…Way…all beautiful things.

Everywhere I turn around I can hear sustainable this…sustainable that…for the nature…for the environment…and where is ME in all of that? How can I save the nature and why, if I do not save myself? We can save nature if we save our selves. It is simple as that.

Though I could go on like this for days, hell even weeks, but do not want to be a hater, have learned from @DedaBor , we should not do that. And I totally agree.

 
2 Comments

Posted by on October 12, 2011 in Jesen

 
 
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