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LA CRISI SI AFFRONTA ANCHE ON LINE

Che il web sia utile per risparmiare sia tempo sia denaro è dato per scontato, ma non  tutti se ne rendono conto.  Eppure se pensassimo a come lo utilizziamo ci renderemmo  conto di quali economie si potrebbero realizzare. Facciamo qualche esempio.

Primo esempio: un’azienda che abbia un certo numero di venditori diretti sparsi sul il territorio italiano potrebbe risparmiare almeno un terzo delle spese viaggio. Come? Sarebbe sufficiente che ogni volta che prima di prendere contatto con un cliente si domandassero: è possibile gestire quella stessa relazione d’affari  attraverso la posta elettronica o la discussione a distanza utilizzando il proprio sito web, invece di prendere la macchina e fare tanti km. per trattare lo stesso argomento? Non è escluso che quello stesso cliente preferisca questo approccio. In fondo, a lui non interessa essere visitato dai venditori-fornitori troppo spesso. Gli interessa che le visite siano proficue.

Altro esempio. Un’azienda desidera essere aggiornata su come va il mondo, ma non vuole o non può impegnarsi in costose ricerche. Anzi, non intende aggiungere costi fissi di personale  per informarsi.  Sarebbe sufficiente che convenisse con un’agenzia di Business Information o di Business Knowledge, l’invio periodico di una rubrica on line di Contenuti specialistici in abbonamento e otterrebbe risultati inaspettati.

Vediamone alcuni:

primo vantaggio, i riceventi possono essere molti e non uno o pochi, con il vantaggio di diffondere la conoscenza all’interno dell’azienda. Il costo dell’invio di Contenuti mirati a uno più destinatari sarebbe invariato. Anzi, l’incidenza per ciascun ricevente sarebbe insignificante. Da notare che il costo della rubrica sarebbe sensibilmente inferiore a qualsiasi ricerca ad hoc. In un anno il risparmio può essere di alcune decine di migliaia di euro.

secondo vantaggio, ciascun ricevente è libero di stamparsi la propria copia, leggerla subito o rinviarne la lettura a momenti successivi. Con il vantaggio che né chi invia la rubrica, né chi la riceve si sono mossi dalle loro scrivanie. Inn questo caso il risparmio sarebbe quasi interamente di tempo;

terzo vantaggio, il confronto tra il ricevimento di una rubrica e le successive costituirebbe un ottimo termine di monitoraggio. Le ricerche ad hoc hanno lo svantaggio di essefre riferite al momento della rilevazione delle ricerche. Supponiamo di ricevere  una rubrica sulle energie rinnovabili in più tornate, nel tempo ci si accorgerebbe ad esempio che gli impianti fotovoltaici stanno aumentando a vista d’occhio, mentre gli impianti eolici sono molto meno numerosi. In questo caso si avrebbe un aumento di valore ad un consto bassissimo.

Terzo esempio di risparmio: siamo un’azienda che vuole mantenere rapporti cordiali con i propri clienti e farsi ricordare dai prospect. E’ sufficiente che si avvalga di un database-marketing comunichi ogni tanto agli stessi qualcosa di utile o le novità aziendali. Il risultato che ne deriverebbe sarebbe duplice: si comunica con clienti e prospect; è possibile che nel tempo si costruiscano le basiper un consolidamento della propria reputazione.  In questo caso, sempre a parità di costi, aumenterebbero le opportunità di avviare nuove relazioni d’affari.

Se a questi vantaggi si aggiugono i risparmi derivanti dai collegamenti interni aziendali, la formazione a distanza e gli intranet si possono stimare vantaggi di parecchie decine di migliaia di euro all’anno, beneinteso a seconda del tipo di azienda.

Il che, di questi tempi, non è affatto trascurabile.

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