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IL CLIENTE DI DOMANI AVRA’ PIU’POTERE

Che il cliente di domani avrà sepre più potere sembra abbastanbza ovvio.

I motivi principali sono i seguenti: 

_Sarà sempre meno fidelizzato: Siccome sarà sempre più digitalizzato ogni acquisto sarà eseguito solo dopo aver perlustrato in memoria, tecnologico,lungo e in largo i siti web disponibili;

_Avrà la memoria corta: ogni volta che acquisterà sarà unica. Non avrà parlato con nessuno, avrà letto il parere di molti (community), e nulla più. La prossima volta ricomincerà daccapo. Al più si affezionerà al distributore da cui avrà acquistato l’ultima volta; 

_Esigerà sempre di più la cura del dettaglio: non si accontenterà di ricevre ciò che ha acquistato. Esigerà che arrivi nei tempi prestabiliti, intatto, senza difetti, pronto per l’uso. Tanto più se avrà accettato di a pagare anticipato;

_Sarà sempre più tecnologico: si avvarrà sempre di più delle tecnologie che avanzano. Se ieri poteva ordinare un ventilatore attraverso e-mail a partire dal proprio pc, oggi può farlo tramite il proprio smartphone, opppure facebook oppure tramite il proprio tablet.  Domani pretenderà che qualsiasi sia lo strumento d’acquisto esigerà la soddisfazione completa delle sue aspettative, sia tangibili, sia intanngibili;

Dopo che avrà acquistato non gli resterà che vivere in proprio l’esperienza dell’utilizzo o uso di ciò che avrà acquistato. Nulla più. Non ci saranno state trattative che con se stesso nel decidesere se acquistare questo o quell’oggetto, a questo o a quel prezzo;

_Sarà sempre più informato: prima di acquistare un prodotto o servizio si domanderà di che si tratta, quali vantaggi gli apporterebbe, quali aspettative soddisferebbe, chi lo vende, com’è la marca. Il tutto con il costo della sola dedizione;

_Accetterà sempre minori responsabilità: tutto gli sarà dovuto, ogni acquisto lo intenderà alla condizione “non piaciuto-restituito”, con garanzia a medio termine (mesi e anni). In fondo, se il cliente di domani acquisterà on line si presume che paghi in anticipo. Avrà pagato in anticipo.

 Alla prossima.

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