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E SE LE BANCHE INSEGNASSERO ALLE PERSONE A FARE I CLIENTI?

Più che continuare ad essere criticate le banche dovrebbero essere confutate in senso Popperiano: dovrebbero imparare a confutarsi. Meglio ancora a farsi confutare. Sarebbe come dire che solo mettendosi in discussione potrebbero migliorare i loro rapporti con la clientela.

Allo stato attuale le banche trasmettono quasi esclusivamente messaggi autoreferenziali. Più le banche sono grandi, più sono autoreferenziali. Parlano bene di sé. Questa una delle ragioni per cui hanno un’immagine non proprio positiva. Se poi le cose non vanno per il verso sperato non è mai colpa loro.

Per confutarsi o farsi confutare  potrebbero domandarsi cosa dovrebbero fare per migliorare i  loro rapporti con la clientela. Non dovrebbe essere difficile. Basterebbe fare un’autoanalisi. Molto probabilmente emergerebbe che cercano più di fare gli interessi della banca tout court che soddisfare bisogni ed  aspettative  come modalità per attirare le preferenze della clientela.

Un’idea che potrebbe stimolare la creatività delle banche potrebbe consistere nell’offrire a ciascun cliente l’opportunità di imparare a svolgere il  proprio ruolo di cliente. Beninteso in termini etici.

Supponiamo che un cliente si presenti alla propria banca e dica: come potete aiutarmi a migliorare i rapporti con voi?

Per prima cosa immaginerei una specie di decalogo del cliente. Lo farei intelleggibile, semplice, in modo che sia percepito come valore per il cliente.

Poi passerei ai contenuti e proporrei a quel cliente di domandarsi quali siano le sue aspettative di fondo nei confronti della banca di cui è cliente. Le discuterei, verificherei che siano proprio quelle o altre.

Poi suggerirei di pensare che cosa preferisce che la banca gli comunichi e in che modo. Chiederei anche al cliente di verificare cosa farebbe di quelle comunicazioni. Ad es. le butterebbe o le raccoglierebbe in un dossier.

Il decalogo continuerebbe nel chiedere allo stesso cliente di spiegare alla banca quale attività svolge, quali prospettive di spesa e di indebitamento ha, quali prospettive di risparmio e quali di accantonamento.

Così facendo la banca scoprirebbe che si sta occupando dei problemi del cliente. Avrebbe fatto dell’empatia lo strumento di dialogo. Sino a quel momento non ha ancora consigliato nulla. Ha solo reso protagonista il suo interlocutore. La parte consulenziale verrebbe dopo.

L’idea di insegnare al cliente a fare il cliente introdurrebbe molte novità. La banca si creerebbe le basi per diventare propositiva. Si costruirebbe una reputazione basata su valori fondamentali.

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