Conforme las expectativas de servicio se cumplen, los clientes esperan más y más de nosotros...conforme la publicidad avanza, el mercado exige nuevas y mejores maneras de recibir los mensajes...Lo que muchas veces tomó años a las organizaciones para dar un plus a sus clientes, hoy día es percibido por ellos como un estándar. En este contexto es imprescindible entender que la administración de la comunicación se impone, ya no como una actividad a realizar “de vez en cuando” o incluso “periódicamente”, sino como una prioridad estratégica para sobrevivir y crecer en el mundo empresarial cada vez más competitivo.
Me atrevo a imaginar que en el futuro existirán puestos definidos para los especialistas en comunicación, ya no para cumplir con las funciones tradicionales de relaciones públicas y promoción y publicidad, sino para administrar la comunicación de las organizaciones con su mercado actual y potencial como con el mercado interno: los propios empleados.
Sin esta actividad funcionando de manera cotidiana será terriblemente difícil comprender las necesidades y expectativas de los consumidores de bienes y servicios que parecen crecer a una velocidad nunca antes vista. La competencia entre las organizaciones es responsable de este aceleramiento en las crecientes demandas de los usuarios. Todos queremos más y mejores servicios venta y post-venta. Parece que los compradores están cada vez menos dispuestos a no ser considerados como el factor de éxito de cualquier organización que venda productos o servicios y por ello reclaman ocupar “su lugar”.
Valga una reflexión, ¿ conoce hoy a alguien dispuesto a adquirir por cualquier medio de compra a distancia, que esté de acuerdo con ir a devolver el producto al otro extremo de la ciudad en caso de insatisfacción? O, ¿ ha escuchado más de una vez que esperan que el derecho a la devolución se vuelva parte de la compra misma y que sea la empresa “vendedora” quien se haga cargo?
Otro aspecto que exigirá investigación constante del mercado para poder competir es entender cuándo en qué momento y cómo, los clientes dejan de considerar algo como un valor agregado de la compra y empiezan a vivenciarlo como parte “normal” de la misma, puesto que eso nos obligará a anticipar este cambio para poder prepararnos para dar el paso siguiente.
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