BTul clientului – te ridica sau te coboara
Lunga-i calea (uneori cel putin) de la teorie la practica. Si nu pentru ca ar fi greu de facut ceva, doamne fereste. Nu. Incerc insa sa nu fac o lista cu potentiale motive pentru incalcarea unei reguli de baza zic eu ci mai degraba sa vedem ce e cu BTul asta.
BT vine – asa cum multi cu siguranta stiu – de la bun de tipar. De principiu nimic nu merge in tipar fara acest BT de la client. Masura in sine protejeaza ambele parti: clientul ca stie exact ce se va tipari (uneori se da BT nu doar pe schita ci si pe o mostra), agentia ca are confirmarea OKului clientului care ulterior va trebui sa si plateasca respectivele printuri.
Utilizarea termenului s-a extins insa si astazi se foloseste ideea de BT si pentru texte si multe alte elemente care au legatura cu clientul si produsele/serviciile sale in relatia cu terti. De pilda clientul da BT pe comunicate de presa – ca sa ofer un singur element pe post de exemplu.
Ideea ca un client (sau sef in cadrul companiei) da BT pe materiale e veche, e elementara cum s-ar spune. Practica arata insa ca e elementara doar pentru unii.
Spun acest lucru intrucat am prieteni carora li s-au intamplat urmatoarele:
- au aflat ca s-a dat la print ceva (desi ei vazusera doar o macheta initiala si nu fusesera de acord cu ea, solicitasera modificari);
- au aflat ca un comunicat a fost trimis, de altfel clientul primindu-l pe e-mail doar ca sa il aiba, dupa ce a fost trimis si FARA a-l fi vazut vreodata (nu s-a trimis nicio forma inainte de trimiterea catre jurnalisti);
- au aflat de la prieteni ca o informatie pe care urmau sa o faca publica in 2 zile e deja publica (a declarat-o cineva pe twitter).
Si mai am exemple, dar cred ca-s suficiente cele de mai sus.
Asa cum spuneam BTul clientului ar trebui sa fie sfant. Si daca nu e sa va ganditi la motive ce tin de etica, puteti macar sa luati in calcul argumente egoiste, care va ajuta sa va protejati pe dumneavoastra, colegii si agentia. Daca aveti BT pe un material (mai ales pe unul lucrat si verificat de n persoane atat din agentie cat si din partea clientului) si apoi clientul se trezeste sa spuna (dupa ce sunt gata materialele) ca sunt greseli in cadrul sau aveti un BT care arata ca din pacate (pentru el) vina nu va apartine.
Nu vorbesc aici de aruncarea vinei – dar sa spunem ca ati trimis un comunicat cu un nume gresit. Ati muncit 2 zile la comunicat – pentru ca au aparut diverse modificari de realizat, a durat pana s-au obtinut declaratiile oficiale etc. In momentul in care aveti BT si clientul vine sa va mustre aveti totusi o baza in care aratati ca din pacate datele au fost furnizate de el si verificate de voi sa fie conforme cu ce s-a primit de la client si de el ca sa fie corecte. Desigur ca veti lua masuri corectoare in functie , dar aveti o baza in discutii. Daca nu ati avea acel BT atunci da, din pacate vina ar fi complet in ograda voastra.
Acest exemplu e desigur unul care nu aduce cu sine si mari prejudicii financiare. Dar ce va faceti atunci cand nu aveti BTuri pe afise sau materiale care trebuie sa fie tiparite si clientul refuza apoi plata? Stiti ca in acest caz furnizorul va trebui platit oricum…
Lucrurile nu sunt doar alb si negru. Din nefericire veti avea si clienti care vor spune ca ei nu au mai stat sa verifice tot chiar daca au dat BT si tot asa. Insa e un inceput. Si mai ales e un inceput profesionist.
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