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COME EVOLVE IL CLIENTE NELL’ECONOMIA DELLA CONOSCENZA

 Siamo in pieno sviluppo dell’economia della conoscenza. Purtroppo né la letteratura specializzata né le persone ne parlano. Peggio, se mi trovo a parlarne con qualcuno è molto probabile che mi senta bofonchiare un:”Ah si, vero”. Come dire che ormai è data per scontata.

L’economia della conoscenza parte dal formidabile sviluppo dell’ICT (Information Communication Technology), ma non ne è la spiegazione. L’ICT è lo strumento che ha fatto sì che la Conoscenza non solo aumentasse, ma fosse anche sempre più diffusa. Forse sarebbe più intuitivo dire che si tratta di economia della conoscenza diffusa.
Basti pensare che se ci trovassimo sulle coste della California in pochi minuti potremmo sapere non solo che cosa ci ha scritto un nostro amico residente in Italia, ma potremmo anche mettere in contatto persone con interessi diversi. Attraverso i social network. Con un costo che si limita al solo tempo dedicato e pochissima energia.
Alcune settimane or sono sono entrato in una concessionaria di auto giapponesi. Da casa avevo già ampliamente analizzato i più e i meno di un modello di auto che avevo identificato in precedenza. Ne avevo analizzato gli aspetti estetici, la scheda tecnica, le diverse versioni, i colori. Appena entrato nella concessionaria un giovane venditore mi ha avvicinato, mi ha salutato e mi ha chiesto se mi interessava qualche modello in particolare. Ho pensato che fosse opportuno precisargli che avevo già analizzato il sito Web e, non senza un po’ di sussiego, ho aggiunto che avrei voluto sentirmi dire ciò che non avevo notato nel sito Web oppure che poteva fare la differenza relativamente al modello da me individuato.  La reazione del venditore non è stata per nulla serena. Ho notato una punta di stizza. Avrà pensato: cosa sono andato a fare se sapevo già tutto di quel modello?  In quel momento io rappresentavo un potenziale cliente. Con la differenza  che ero già informato sul modello preferito. Di per sè questo esempio è significativo.
Vediamone alcune implicazioni. La prima, si è spostato l’asse della conoscenza. Anch’io, pur non essendo venditore di quel modello di auto ne sapevo abbastanza. La seconda, i venditori devono tenere conto che è  probabile che gli acquirenti di auto siano sempre più informati. La terza, la preparazione dei venditori di fronte ad acquirenti informati dovrà modificarsi.
Questo esempio è emblematico: le stesse considerazioni possiamo estenderle agli acquisti di  biancheria intima, di scarpe, di elettrodomestici, ecc.
Qualche distinguo va fatto per l'acquisto di servizi. Ne parliamo un'altra volta.

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