Posted by vpublic | junho 7th, 2015 | 2 Responses
Vivemos em uma época na qual as pessoas se amparam, na maioria das vezes, somente na percepção econômica para resolver os problemas pessoais e do mundo. Tudo que foge ao cálculo é eliminado nesse tipo de pensamento, fazendo com que tenhamos sempre uma ideia simplista e reducionista da vida.
Temos o que podemos chamar de vício excell que nada mais é do que a prática de transformar tudo o que nos cerca em números, esquecendo que sentimentos como alegria, solidão, desejo, medo, frustação, paixão, sonhos… não podem ser quantificados. Porém, esses sentimentos são o combustível que move a raça humana desde os primórdios de sua existência.
Grande parte das pessoas têm dificuldade ou simplesmente não querem assimilar que os problemas enfrentados atualmente são de ordem universal, ou seja, os maiores problemas que enfrentamos, aqui no Brasil, são problemas muito similares na maior parte do mundo. Escassez de recursos naturais, desigualdade social, violência urbana, crise econômica, intolerância religiosa, xenofobia, só para citar alguns.
Aí você se pergunta:
– Mas o que tudo isso tem a ver com a minha empresa?
Bom, isso tem tudo a ver com a sua empresa e com a sua pessoa. Persisto no termo pessoas, pois, do meu ponto de vista, as empresas são, ou pelo menos deveriam ser, feitas DE e PARA PESSOAS.
O papel das empresas, além de gerarem lucro obviamente, é o de contribuir para facilitar e melhorar, direta ou indiretamente, a vida daqueles que a cercam. Sejam colaboradores, fornecedores, parceiros, bairros, cidades, estados, países, continentes e claro, seus consumidores, onde quer que eles estejam.
As relações entre as marcas e seus consumidores mudaram drasticamente nas últimas décadas. Se você continua apenas pensando nas velhas fórmulas reducionistas do marketing, preciso te alertar que o mundo tornou-se um pouco mais complexo.
Vemos, hoje, pessoas que questionam as histórias das marcas. Consumidores que procuram identificar se os valores da empresa são realmente aplicados na forma como tratam seus clientes, na relação que estabelecem com seus fornecedores e na forma como enxergam e tratam seus colaboradores.
O consumidor, esse ser incerto e mutável, adquiriu experiência. Já está escaldado com as promessas não entregues de produtos e serviços. Com a chegada das novas tecnologias, redes sociais e plataformas de disseminação de conteúdo, esses mesmos consumidores, antes insatisfeitos e isolados por questões geográfica, econômica ou culturais, tornaram-se produtores e disseminadores de suas vozes que, agora, ecoam mais alto e mais longe do que nunca.
Um discurso bem elaborado, ou simplesmente sincero, gravado pela câmera de um simples smartphone, em minutos pode tomar proporções inimagináveis em um canal de vídeos como o Youtube. Um comentário pertinente, no post de uma marca, feito no Facebook, pode acabar em segundos com uma campanha publicitária milionária. Um Meme, feito no timing certo, pode atingir mais pessoas influentes, no segmento que se propõem, do que qualquer ação de marketing direto já planejada.
Nunca as marcas estiveram em uma situação tão frágil como hoje. Mas o que fazer diante de um cenário tão incerto? Qual a fórmula mágica para agir em um cenário como este? Bom, tenho duas notícias para você. Uma boa e uma ruim.
A notícia ruim é que não existe mágica e tão pouco fórmula, pois você não está lidando mais com uma massa de pessoas na qual você pode praticar uma comunicação de via única. Cada caso será um caso. Sempre. Quem busca praticar uma verdadeira comunicação H2H tem que ter isso em mente como premissa básica para que sua comunicação seja efetiva.
A notícia boa é que isso é bom, muito bom. A curva de aprendizagem na prática do diálogo com aqueles que tem alguma relação direta com a sua marca fará com que sua empresa esteja em constante transformação e essa palavra é prima de primeiro grau de uma outra palavra vital para a sobrevivência da sua empresa: inovação.
Posso te afirmar que a prática de um diálogo apreciativo que contempla: ouvir, compreender e agir, hoje, são os melhores caminhos, se você pretende destacar-se das milhares de faces, que compõem essa multidão de produtos e serviços, que disputam a atenção das pessoas diariamente em todas as esquinas.
Um ensaísta do século XVI já alertava que “Apenas pelas palavras o ser humano alcança a compreensão humana.” (Michel de Montaigne), tomo a liberdade de trocar nesse caso, “palavras” por “diálogo” para afirmar que as empresas que tem a intenção de sobreviver, para ver o que acontecerá na próxima década, devem começar a fazer isso ontem.
Seu produtos e serviços não têm os diferencias antes tão evidentes. Qualidade agora é obrigação. As histórias inventadas em redações de agência não têm mais somente a perna curta, com apenas uma “googlada”, elas ficaram de joelhos tentando se explicar, para seus ex-consumidores, agora infiéis e descrentes. A variedade que encontramos nas gôndolas de supermercados do bairro ou nos sites de produtos importados mostram que a luta territorial será cada dia mais densa.
Sairão vitoriosos dessa luta, aqueles que enxergarem na planilha do excell não apenas os números, mas principalmente os seres humanos que estes números representam. E após serem identificados, você, como profissional de comunicação e marketing, se dispor a compreender suas necessidades. Estabelecendo desta forma um diálogo de pessoa para pessoa. Uma prática de pensamento humanista, personalizado, aplicando a tão divulgada excelência de atendimento no seu nível mais robusto, contemplando simultaneamente as práticas socioambientais e a comunicação genuína. H2h. De humano para humano. De pessoa para pessoa. Como sempre deveria ter sido.
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