Daymaker: Sony i Komputronik mają najlepszą obsługę
Anonimowi klienci zawitali do sklepów sieci komputerowych, RTV i AGD. Oceniali jakość obsługi. Najwyższe noty wystawili salonom firmowym Sony.

Badanie Daymakerindex przeprowadzono w styczniu i lutym 2013 r. z pomocą 'tajemniczych klientów’ (Mystery Shopping), którzy odwiedzali wytypowane sklepy (sprawdzano w sumie 121 sieci detalicznych w 19 branżach). Oceniali placówki handlowe w oparciu o szereg kryteriów, takich jak otoczenie sklepu, powitanie, kontakt ze sprzedawcą, znajomość produktu z jego strony, zaangażowanie, sprzedaż dodatkową. Informacje ankieterów przeliczono na procenty w skali od 0 do 100 proc., ustalając kolejność sieci.
Okazało się, że w branży RTV-AGD, do której Daymaker zaliczył także salony komputerowe, bardzo dobra obsługa wyróżnia w tym roku sklepy firmowe Sony. Trochę gorzej jest w Komputroniku. Vobis, który w zeszłym roku był numerem 1, spadł na 3. miejsce. W ramach badania anonimowi ankieterzy odwiedzili sklepy 8 detalistów z branży.
Oto kolejność i wyniki (w proc.):
1. Sony Centre 94
2. Komputronik 83
3. Vobis 77
4. Neonet 69
5. Media Expert 60
6. Media Markt 59
7. Saturn 54
8. RTV Euro AGD 47
Średnia dla branży RTV-AGD wyniosła 68 proc., co oznacza ogólną poprawę jakości obsługi w porównaniu z ub. rokiem (o 9 pp.). Indeks wzrósł także średnio o 10,6 pp dla wszystkich branż (do 67,4 proc.). Nie znaczy to jednak, że jest idealnie. Było lepiej zwłaszcza przy nawiązywaniu kontaktu z klientem w sklepie, zadawaniu pytań oraz proponowaniu konkretnego produktu. Gorzej oceniono wysiłki sprzedawców w kwestii sprzedaży dodatkowej oraz wpływu na podjęcie przez konsumenta decyzji zakupowej.
– Polscy sprzedawcy detaliczni plasują się wysoko pod względem prezencji i otoczenia punktu sprzedaży, ale nisko, jeżeli chodzi o obsługę klienta. Sposobem na świadczenie jej na wysokim poziomie jest autentyczne zaangażowanie i zainteresowanie konsumentem – radzi Sofia Valentin, dyrektor generalny Daymaker w Polsce.
Anonimowi ankieterzy, którzy przeprowadzali badanie i negatywnie oceniali sklepy, narzekali m.in. na ”brak zainteresowania ze strony sprzedawcy, krótkie, zdawkowe odpowiedzi. Nie było zaangażowania w chęć sprzedania czegokolwiek. Brakowało podstawowych zwrotów grzecznościowych: 'dzień dobry’,’proszę’ itd., brak kontaktu wzrokowego.”
Jednak ci 'tajemniczy klienci’, którzy dali pozytywne oceny, chwalili ”uprzejmość w obsłudze klienta, dobry kontakt a przede wszystkim kompetencja i wrażenie autentycznej chęci pomocy w wyborze produktu, wpłynęły na bardzo pozytywne wrażenia z wizyty.”
Z danych Daymekera wynika, że sklepy, które wyróżniają się na plus pod względem obsługi, mogą zarobić więcej – średnia sprzedaż w takich placówkach była o 39 proc. większa niż tam, gdzie obsługa była najgorsza (ankieterzy dysponowali nieograniczonymi środkami na zakupy).
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Komputronik nagradza swoich partnerów
W zakończonym roku finansowym Grupa Komputronik osiągnęła niemal 30 mln zł zysku operacyjnego i 14,9 mln zł zysku netto. Przy tej okazji firma postanowiła też nagrodzić swoich partnerów biznesowych, którzy przyczynili się do tak dobrych wyników.