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Ogni volta che si affronta il tema reputazione della propria azienda bisogna tener conto di alcuni momenti.
Il primo, l’autoanalisi. Non esiste approccio al ripristino della propria reputazione se non si parte le da una autoanalisi preliminare. Essa costituisce il modo più autentico di identificazione dei punti da migliorare. Non si può infatti non tener conto del fatto che la reputazione aziendale è un parametro il cui giudizio dipende in larga parte da chi vive un’esperienza con la nostra azienda. Attraverso l’autoanalisi è possibile capire quali siano i punti di forza e di debolezza nei confronti degli interlocutori che contano: gli acquirenti e gli stakeholder.
Il secondo, l’approccio. Prima di tutto si pone il problema se si tratti di costruzione o di ripristino della propria reputazione. A seguire si pone il problema di stabilire quanta importanza assuma l’asset reputazione. Occorre stabilire se si tratta di un approccio strategico o tattico, orientato all’eccellenza o alla competitività dei prezzi e così via. Sia l’autoanalisi sia l’approccio non vanno sottovalutati. Per cominciare, il fatto di evitare di fare finta di niente come avviene in molti aziende è di persè una sottovalutazione dell’argomento.
Il terzo, il corporate reputation management. E’ come dire che per ripristinare o costruire la propria reputazione occorre metodo. Non basta decidere di volerlo. Occorre stabilire quali provvedimenti saranno messi in atto. Ecco allora che si faranno scelte relative alla qualità del personale, all’alignment, alla qualità dei prodotti, ai prezzi, alla logica di servizio, ecc.
Il quarto, la comunicazione. Anche la reputazione va comunicata e va fatta valere. I contenuti dovranno prevalere sulla autoreferenzialità, l’identità aziendale dovrà essere percepita, il rispetto delle regole dovrà essere un must.
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