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PERCHE’ HO SCRITTO: L’AZIENDA CLIENT CENTRIC

Sono finalmente arrivato al termine della scrittura del mio ultimo libro dal titolo L’AZIENDA client centric.

Mi sono domandato più volte  perchè  lo abbia scritto.

La ragione  é una e una sola: le aziende e coloro che svolgono una professione in proprio tendono a gestire i rispettivi business pensando al cliente come ad uno strumento per far soldi e non come  fine per poter realizzare una propria mission.

Pensare al cliente come ad uno strumento per arricchirsi significa pensare prima di tutto a se stessi nell’assunto che migliorando se stessi anche il cliente acquista più volentieri da noi. Pensando a migliorare se stessi o alla propria azienda, significa  farla prosperare,  patrimonializzarla, ecc. fino al punto di doverla difendere dagli attacchi dei concorrenti. Il tutto, beninteso, attraverso i vari apporti dei clienti nel tempo.

Pensare al cliente come fine significa aiutare lo stesso a soddisfare le proprie aspettative di fondo. Così facendo migliorano le relazioni con il cliente, se ne aumenta la fidelizzazione, quindi il valore che lo stesso apporterà alla nostra azienda o alla nostra professionalità.

Per meglio capire perché il cliente debba essere considerato un fine basti pensare che il numero di clienti che preferiscono acquistare da noi é limitato. In tempi di crisi come l’attuale si sono anche rarefatti. A maggiore occorre cercare di tenersi ben cari i clienti sin qui acquisiti e continuare a porsi come fine principale il soddisfacimento delle loro aspettative di fondo.

Le ragioni per cui ho pensato che il cliente debba essere considerato non più come uno strumento bensì come un fine sono sostanzialnmente tre:

_la profonda crisi economico-finanziaria in corso  – (scarseggia la domanda)

_la grande diffusione delle tecnologie di Informaton Communication Technology (ICT) –  (cambia il modo di fare impresa)

_l’evoluzione antropologica del cliente  – ( il clinte é diventato più evoluto)

Il principio su cui o basato la scrittura del libro é il seguente: più nessuno vende né prodotti né servizi, tutti acquistano la propsopettiva di soddisfare proprie aspettative di fondo.

L’ho tratto dalla lettura di testi di management e dall’ osservazione della realtà.

 

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