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Pensemos en clientes y mercados

3 diciembre, 2020

Creo que todos hemos cambiado como clientes (Si pensamos en un CLIENTE como quien necesita satisfacer una necesidad).

Me siento un cliente cuando necesito comprar zapatos, remedios, adquirir un servicio, renovar mi registro o hacerme un estudio médico.

Comenté mi satisfacción cuando renové mi registro en 1 hora. Increíble, aunque debería haber sido lo normal en cualquier jurisdicción de un país civilizado. Me asombré la primera vez que compré un medicamento en una farmacia y mi receta era digital o cuando elegí el regalo de cumpleaños para mi amiga por internet y le llegó en tiempo y forma.

No todos han acomodado sus negocios a la “nueva realidad”. Entiendo que muchas pueden ser las razones. En algunos puede que su status pre pandemia haya sido no complicada o en otros que su capacidad de reacción no pueda acompañar los cambios que se requieren y en muchos casos fue supervivencia.

En algunos casos ya estaban en proceso de crecimiento y pudieron acelerar los cambios en diferentes niveles. La locación y el proceso de renovación del registro en mi localidad ya había cambiado hace algunos años y en la actualidad pusieron un orden que nos hace sentir cuidados. Muchos comerciantes ya estaban trabajando en diferentes redes sociales, tenían usuarios seguidores y aceleraron sus procesos digitales, trabajando hoy en procesos comerciales mixtos cuyo desafío es consolidar las transacciones como un nuevo canal comercial. Muchos ya eran full digital (Mercado Libre o retailers tradicionales –artículos del hogar por ejemplo) y otros están aún en proceso.

Los sistemas digitales con los que interactuamos los clientes serán un desafío de crecimiento, perfectibles para el siguiente paso. Si se quedan con lo logrado, el crecimiento seguramente será amecetado si es que lo hay o dependerá solo de los vaivenes económicos.

Hoy, si como clientes, nos encontramos que nuestro proveedor nada ha cambiado, ponemos en duda su futuro. Obvio que depende del mercado (venta a un grupo de clientes específicos, por ejemplo), pero ya voy a buscar un vestido a una boutique donde miré su catálogo digital, aunque la transacción la haga en el local.

Si la necesidad es referente a salud, médico, estudios, turnos etc. nuestras exigencias se profundizan. No me siento cómoda si mi turno no es digital o no me atienden por teléfono, cuando los protocolos no son exigentes (toma de temperatura al entrar, aunque el super me dé que tengo 33 grados!, asientos definidos para sentarnos, poco protocolo con quien atiene, extremar limpieza, entrega de estudios etc etc etc..)

Todos tenemos nuevas exigencias como clientes que nos definirá a la hora de seleccionar dónde satisfacer nuestras necesidades. Bue si se puede!.. Hay locaciones públicas que aún no atienden o registros que aún no se pueden renovar…

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