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IN CHE COSA CONSISTE L’APPROCCIO ICCA

ICCA è l’acronimo dell’ approccio messo a punto nel mio ultimo libro di prossima pubblicazione il cui titolo è il seguente: l’AZIENDA Client Centric.

Come già detto in un precedente Post, l’ICCA consiste nel porre al centro degli scopi di ciascuna azienda,  il cliente o l’utente o il fruitore. Lo si fa  attraverso la gestione degli interlocutori d’affari uno per uno e l’apporto di valori che siano percepiti come tali. Con ciascun cliente si instaura un rapporto unico e reciproco.

Punto di partenza è che non esiste attività basata sugli scambi che sopravviva e cresca senza interlocutori o clienti. Così non esiterebbero le università senza studenti,  ospedali senza pazienti, chiese senza fedeli, medici senza malati da curare, concessionarie senza acqirenti, polisportive senza associati, squadre di calcio senza spettatori, etc.

ICCA riguarda dunque l’insieme di azioni che occorre svolgere per realizzare l’AZIENDA Client Centric.

Nel presente Post ed in altri successivi mi propongo di analizzare la sequenza dei passaggi per implementare l’ICCA.

Primo punto: conteggio (o analisi) dei clienti dei clienti presi uno per uno. La maggior parte dei manager o imprenditori, a questo primo passaggio solleva obiezioni, fa resistenza, in qualche caso si irrigidisce. L’ affermazione più frequente  è del tipo: conosco benissimo i nostri clienti. Per l’esperienza che ho raccolto in tante analisi di rapporti con clienti sono arrivato a stabilire che l’affermazione é quasi sempre  fallace. Nella gran parte dei casi la memoria di questo o quel cliente é al massimo  mnemonica o superficiale. Semmai è più probabille che i clienti siano ricordati perchè hanno avuto difficoltà di pagamento o  perchè non sono stati soddisfatti. E meno probabile che sianoricordati  per il loro valore d’acquisto o per il valore potenziale futuro.

Il conteggio dei clienti, come primo punto, di fatto include  un’ analisi preliminare delle tipologie di clienti. questa è la ragione per cui all’inizio ho fatto riferimento ai clienti presi uno per uno, non genericamente. Nella pratica quando si raggiunge il centinaio di clienti il ricordo mnemonico non vale più. Ci si ricorda solo dei clienti più complessi o più importanti o più comnplicato.

Eppoi, ad esempio, sono clienti in senso lato anche gli interlocutori prospect. Essi sono ben diversi dai clienti fidelizzati. I prospect hanno già avuto un contatto con la nostra azienda. E’ possibile che acquistino in seguito oppure no. Quantomeno vanno seguiti per far capire loro in che modo la nostra azienda può fornire loro valori che soddisfino le lor aspettative. Altro trattamento sarà riservato ai clienti abitudinari, ancorché non siano ancora fidelizzati.

Affincnhé l’ICCA sia efficace deve essere implementato fedelmente secondo le le linee processuali che vorrei illustrare in successivi Post.

 

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