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PARLIAMO DI ALIGNMENT (O CONDIVISIONE)

Quanto più le aziende sono grandi tanto maggiore è l’esigenza di Alignment. Ne ho parlato nei miei ultimi due libri (CMI -Comunicazione di Marketing Integrata e 3Passi per riposizionare la tua azienda). Alignment è un argomento particolarmente avvertito nell’attuale economia dell’informazione, dove tutti in azienda comunicano sia verso l’interno sia verso l’esterno. Il problema è: che cosa comunicano e come lo comunicano.

Letteralmente Alignment significa allineamento, ovvero adeguamento di tutti i collaboratori, dal più modesto al più elevato in grado, alle impostazioni che la direzione impone all’andamento dell’azienda. Nella lingua italiana lo abbiamo sostituito con il termine equipollente Condivisione.

Il termine Alignment potrebbe di per sè é indigesto alla maggior parte degli italiani. Esso evoca un’obbedienza cieca ed assoluta. Quindi, anche supina. Non proprio adatta allo spirito italico.

Personalmente ho adottato il termine Condivisione come equipollente di Alignment, conferendogli pochissimi gradi di libertà rispetto alla rigorosa interpretazione dello stesso termine Alignment.

Con il termine Condivisione intendo l’adeguamento alle  impostazione aziendali sia in termini di atteggiamenti sia di comportamenti. La stessa diffusione dell’ICT in azienda contribuisce a ridurre i gradi di libertà nel fare le cose. Aumenta l’esigenza di seguire procedure preordinte.

Se l’azienda decide che i file di ciascun collaboratore debbano essere archiviati in un server centralizzato occorrerà che anche i criteri di archiviazione siano condivisi ed applicati allo stesso modo.

Se la stessa azienda decide di modificare il proprio sito web per aumentare l’efficacia della  comunicazione con interlocutori esterni occorrerà che tutti in azienda utilizzino lo stesso sito per comunicare verbalmente con i propri interlocutori esterni.

Ancora, se il linguaggio delle e-mail nei confronti degli interlocutori esterni prevede determinate procedure e contenuti, occorrerà che tutti in azienda adottino la stessa netiquette.

Lo stesso vale per la elaborazione dei preventivi. Devono avere tutti la stessa articolazione.

Anche la gestione dei rapporti con gi intercutori-target deve essere condivisa. Il Databasemarketing deve essere gestito in modo uniforme.

L’Alignment (o Condivisione) è un formidabile strumento per conferire uno stile di gestione all’azienda. Tanto vale che tutti  in azienda vi si adeguino. Ne va dell’ordine gestionale.

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