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LOGICA DI SERVIZIO (segue)

Una regola che per migliorare i rapporti con la clientela dei è l’applicazione della logica di servizio. E’ uno dei problemi maggiori delle aziende. Apportare Valori ai propri clienti e  farli apprezzare è uno dei temi topici del marketing dei servizi. In Italia non si è molto sensibili alla logica di servizio. Vediamo di che si tratta.

Essa consiste nell’assumere un attegiamento di verifica che i Valori apportati agli interlocutori-target, siano essi acquirenti o non, siano stati non solo percepiti, ma anche apprezzati.

Un primo esempio: abbiamo appena concluso un contratto per la fornitura di un programma software per lavorazione metalli. Il contratto prevede venti ore di formazione ai tecnici che dovranno utilizzare quel programma. Consegnamo il programma e  prendiamo appuntamento per la formazione. Alla formazione dovrebbero partecipare otto persone. Il giorno dell’incontro per la formazione sono presenti solo sei persone.

Si fa presente alla direzione che mancano due tecnici. Si decide di fare la formazione ai sei presenti. Terminato il corso si fanno le dovute verifiche. Sembra che i sei siano ben preparati. Hanno eseguito tutte le prove del caso, si sono cimentati in applicazioni direttamente sulle macchine utensili alle quale il programma software avrebbe dovuto essere applicato.

A questo punto entra in gioco la logica di servizio. Sin qui abbiamo eseguito ciò che era stato stabilito in contratto. Il venditore torna in azienda e si dedica ad altri clienti. I quesiti sono: cosa ne è dei due tecnici che non hanno partecipato alla formazione? Siamo propri sicuri che i sei tecnici siano in grado di andare avanti da soli?

Secondo la logica di servizio noi dobbiamo essere sicuri non tanto di aver fatto ciò che avevamo pattuito, ma che i risultati attesi siano ottenuti. Non solo, ma cerchiamo anche qualche forma di rassicurazione.

Se così è dovremo anche  preoccuparci  dei due tecnici che non hanno partecipato alla formazione con gli altri sei. Inoltre dobbiamo preoccuparci che il nostro programma sia entrato a far parte della cultura professionale dell’azienda cliente.

Siccome ci rendiamo conto che la formazione ai due assenti sarebbe un costo aggiuntivo decidiamo di tradurla in un Valore che forniamo all’azienda. Proponiamo che i due tecnici vengano in azienda da noi per fare la formazione alla quale non avevano partecipato. Così facendo, completiamo la formazione anche dei due mancanti, ma lo facciamo unendoli ad altri tecnici di altre aziende. In pratica apportiamo lo stesso Valore senza costi aggiuntivi. Così facendo abbiamo completato il servizio che era stato pattuito o abbiamo ottimizzato il nostro tempo.

In più, dopo qualche tempo, domanderemo agli altri sei tecnici se abbiano incontrato difficoltà nell’applicazione del nostro programma. Ci facciamo rassicurare che i risultati ottenuti abbiano soddisfatto le loro aspettative. Questa stessa domanda la sottoponiamo a chi ha sottoscritto il contratto con noi. Insomma, vogliamo essere certi che tutto funzioni senza riserve. Non solo, ma sollecitiamo anche qualche reazione per avere un feed back sul lavoro svolto.

Così facendo avremo non solo adempiuto agli impegni pattuiti, ma ci saremo anche accertati che i risultati corrispondano alle attese.

Da parte dell’azienda acquirenti è probabile che sia stata percepita una nostra rassicurante preoccupazione di fare in modo che non solo sia stato fatto ciò che era stato pattuito, ma sia stato fatto in modo compiuto. La compiutezza diventa un ingrediente determinate della logica di servizio

Se invece di seguire questa prassi ci fossimo limitati a fare la formazione ai sei tecnici presenti il primo giorno avremmo forse adempiuto ugualmente alle nostre obbligazioni formali, ma non ci saremmo preoccupati della compiutezza del servizio. Probabilmente non avremmo neanche lasciato alcuna sensazione positiva nei nostri interlocutori.(segue)

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