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IL DATABASE MARKETING VA OLTRE IL CRM

Il database marketing è un archivio informatico finalizzato alla gestione di relazioni d’affari con interlocutori-target presi uno per uno. Va subito precisato che non è un database e basta come il CRM o il SAP. In letteratura si dice perfino che abbiano una logica opposta: il CRM consiste nell’identificare i valori del cliente e farli fluire verso l’azienda, il database marketing identifica i propri valori e li veicola ai clienti a seconda delle loro aspettative.  Per il fatto di porsi come focus gli interlocutori-target il database marketing modifica l’approccio culturale dei database tradizionali e la stessa costruzione informatica. Il suo meccanismo è semplice.

Se è vero che le aziende vivono di clienti, dovranno fare in modo di conoscerli e, possibilmente, trattarli secondo le loro aspettative o delle loro aspirazioni.Gli acquirenti non acquistano più nè prodotti nè servizi, acquistano la prospettiva dei soddisfare loro aspettative di fondo.

A maggior ragione dovranno farlo se ad offrire le stesse tipologie di beni e servizi sono in tanti, e si sta pure attraversando  un periodo di crisi economica come l’attuale.

Per trattare i clienti tenendo conto delle loro aspettative, non solo le aziende dovranno sapere cosa si aspetta un cliente e cosa si aspetta l’altro, occorrerà anche fare qualcosa che sia apprezzato dal cliente A e non necessariamente dal cliente B. Entra in gioco l’apporccio one-by-one.

Alcune centinaia di clienti non sono facili da gestire uno per uno, se non abbiamo a disposizione un supporto informatico come il database marketing. Ecco il motivo per cui  sarebbe utile anche per i centri diagnostici, per gli ospedali, per gli istituti stomatologici, per i teatri, per gli alberghi.ecc.

Supponiamo di voler sapere quanti preventivi abbiamo in corso e con chi, di quali importi, di quale complessità, ecc. Certo possiamo saperlo dall’ufficio preventivi. Ma a noi interessa sapere come i clienti e i prospect evolvono nel tempo. Non è agevole farsi portare i faldoni dei preventivi ogni volta che ci viene i mente di sapere quanti ne abbiamo in corso, quanti sono in fase di chiusura e quanti sono stati sospesi. Ed inoltre, a noi interessa sapere chi sono quei clienti che continuano a chiedere preventivi e non ne chiudono uno con la nostra azienda.

Solo così siamo in grado cosa dobbiamo comunicare ad A a B a C. Come dobbiamo trattare A, B o C.

Così facendo non avremo semplicemente analizzato quantitativamente l’andamento dei nostri clienti. Disporremo annche delle conoscenze qualitative. Non solo, ma lo faremo nei confronti dei prospect, de i clientti effettivi e, perchè no, nei confronti degli stakeholder.

Se la logica del database marketing cambia dalla logica dei normali database anche i criterui di costruzione variano. Vedremo come.

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