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Anche dal punto di vista organizzativo e gestionale cambierebbe qualcosa. A seconda della misura della sistematizzazione degli interventi si potrebbe parlare di ingegnerizzazione oppure semplicemente di orientamento dell’azienda al cliente.
In ogni caso, piaccia o non piaccia, questa crisi indurrà i manager e gli imprenditori a migliorare l’orientamento alla clientela. Anche qui si potrebbe parlare di marketing relazionale, come pure di marketing esperienziale. Le formule hanno poca importanza. Ciò che conta è che aumenti l’orientamento ai clienti e non si parli più semplicemente di orientamento al mercato o ai consumatori. Troppo generico.
Questo maggior orientamento alla clientela richiederà adeguati supporti informatici e Web. Ad esempio sarà opportuno gestire i rapporti con la clientela attraverso un database marketing. Così facendo si potranno meglio gestire i rapporti con i clienti. Non solo, ma sarà anche possibile gestire rapporti privilegiati o personalizzati con i prospect e con gli stakeholder in genere.
Attraverso il database marketing la nostra azienda agricola riuscirebbe a gestire i rapporti in modo personalizzato, one by one, con i prospect, i clienti e gli stakeholder.
Oltre al database marketing sarà opportuno dedicare molta attenzione al sito Web aziendale. Deve diventare uno strumento di comunicazione e di relazione. I contenuti del sito dovranno attirare l’attenzione dei visitatori, interagire con loro anche in profondità.
Database marketing e sito Web possono contribuire non soltanto a migliorare i rapporti con la clientela in generale, ma permettono anche sensibili risparmi di tempo e di denaro. Senza contare il maggiore ordine mentale che regnerebbe in azienda.
Si provi ad immaginare un database trasversale, visibile non solo ai diretti interessati, ma anche ai capi, ai titolari dell’azienda ed ai colleghi di altre funzioni. Questa trasversalità potrebbe dar luogo ad un processo di convergenza di tutti i collaboratori verso un obiettivo unico, il cliente.
Resta infine il contributo più innovativo. Attraverso il database marketing sarebbe possibile stabilire quali valori siano indirizzabili ad un interlocutore o ad un altro, tenuto conto che ciascuno è unico. Di volta in volta si avrà a che fare ad esempio il ristoratore ambizioso, quello raffinato, quello tradizionalista, ecc. Ad ogni categoria di interlocutori si potrebbero fornire valori pertinenti alle loro aspettative di sviluppo.
Ci può essere il ristoratore che ama organizzare serate di assaggi, quello che vuole indire serate a premi, ecc.
Poi ci sono gli acquirenti on line, i grossisti ed i distributori, le istituzioni da tenere presenti per le confezioni natalizie, e così via. Nessuno di questi va trascurato.
Tutto questo processo potrebbe essere pensato durante questa crisi, per meglio attrezzarsi a fronteggiare i concorrenti quando e se la domanda tornerà a vivacizzarsi.
E’ un processo evolutivo che richiede solo un po’ di metodo e molta dedizione. La conseguenza sarà che la nostra azienda vinicola, così facendo, riposizionerà se stessa nel mercato e si renderà più attraente. Varrebbe la pena provarci.
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