{"id":912,"date":"2016-06-28T06:17:00","date_gmt":"2016-06-28T06:17:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2016\/06\/28\/its-all-about-the-people-customer-centric\/"},"modified":"2016-06-28T06:17:00","modified_gmt":"2016-06-28T06:17:00","slug":"its-all-about-the-people-customer-centric","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ca\/its-all-about-the-people-customer-centric\/","title":{"rendered":"It's all about the people. Customer Centric"},"content":{"rendered":"
En un context on prevalen aspectes m\u00e9s propers a la tecnologia i on les converses giren al voltant de la transformaci\u00f3 digital, big data, realitat virtual, e-commerce, automatitzaci\u00f3 de processos, inbound marketing, social media, i un llarg etc\u2026 de simbologia digital i tecnol\u00f2gica, \u00e9s quan m\u00e9s es posa en valor el consumidor, el comprador, l'individu, \u00e9s a dir, la persona.<\/o:p><\/span><\/span><\/div>\n

<\/span><\/span><\/div>\n
El 2013 es va produir un fet hist\u00f2ric i \u00e9s que l'AMA va introduir per primera vegada la paraula societat en la definici\u00f3 de m\u00e0rqueting. Un fet m\u00e9s que rellevant ja que posava en consideraci\u00f3 el que molts revelem des de fa uns quants anys, no estem parlant d'un nou consumidor sin\u00f3 d'un nou model relacional.<\/o:p><\/span><\/span><\/div>\n
Un model on passava del mon\u00f2leg al di\u00e0leg i de pensar en clients a pensar en persones. Un model amb 3 grans eixos; l'empresa, la persona i la societat amb una interrelaci\u00f3 clara i meridiana entre els tres actors, i el que \u00e9s m\u00e9s important, aquella marca o companyia que no entengui aquesta relaci\u00f3 est\u00e0 condemnada a morir lentament i dolorosament o pitjor, de forma r\u00e0pida i sense assabentar-se de per on ha vingut el mal.<\/o:p><\/span><\/span><\/div>\n

<\/span><\/span><\/div>\n
Humanitzar la marca, pensar en el consumidor, incrementar l'experi\u00e8ncia, centrar la innovaci\u00f3 en les persones, oferir un grau de responsabilitat amb l'entorn, el medi ambient, l'h\u00e0bitat en qu\u00e8 ens movem, posar-se a la pell del consumidor, aportar un entorn emp\u00e0tic, s\u00f3n aspectes base per generar valor de marca i companyia.<\/o:p><\/span><\/span><\/div>\n
Moltes marques encara no ho han ent\u00e8s i pensen que fent un entorn \u201cfriendly\u201d i \u201ccool\u201d ja ho \u00e9s tot (demano perd\u00f3 a Grey i la seva campanya per a la RAE) o que fent una estrat\u00e8gia de comunicaci\u00f3 propera i emocional ja ho tenen aconseguit .<\/o:p><\/span><\/span><\/div>\n

<\/span><\/span><\/div>\n
Posar el consumidor al centre de les decisions del negoci \u00e9s vital i \u00e9s una tasca \u00e0rdua i d'un esfor\u00e7 enorme en cultura empresarial, en comunicaci\u00f3, en m\u00e0rqueting experiencial, en innovaci\u00f3 i sobretot en establir aquest vincle relacional especial que fa que una marca progressi adequadament i altres caiguin en el m\u00e9s absolut dels oblits.<\/o:p><\/span><\/span><\/div>\n

<\/span><\/span><\/div>\n

Des de la nostra posici\u00f3 d'intel\u00b7lig\u00e8ncia de negoci hem de ser capa\u00e7os d'aportar totes les eines necess\u00e0ries per estar a prop d'aquest consumidor en pensament, \u00e0nima i esperit<\/span><\/span><\/p>\n

    \n
  1. Entenent la import\u00e0ncia de l'etnografia en tot el proc\u00e9s, finalment recuperada despr\u00e9s d'anys d'ostracisme. La viv\u00e8ncia de la persona, el contacte real, el carrer, la llar, aquest punt de sortida m\u00e9s enll\u00e0 de modelitzacions amb milions de dades.<\/span><\/span><\/li>\n
  2. Generar \u201cPersones\u201d de forma constant, metodologia que ofereixi una descripci\u00f3 completa de l'individu en tota la seva extensi\u00f3 i context social, laboral, familiar, inquietuds, valors, frustracions, pors, aspiracions, etc.<\/span><\/span><\/li>\n
  3. Construint \u201cmapes de l'empatia\u201d que ens acostin a la persona a tots els angles, qu\u00e8 veu? qu\u00e8 sent? qu\u00e8 diu? qu\u00e8 pensa?<\/span><\/span><\/li>\n<\/ol>\n
    <\/div>\n

    <\/p>\n

    En definitiva, con\u00e8ixer la persona com a eix fonamental del negoci, no com a mera fa\u00e7ana, sin\u00f3 de forma efectiva, real i el que \u00e9s m\u00e9s important, cre\u00efble.<\/span><\/o:p><\/span><\/span>

    <\/span><\/span>
    <\/span><\/span>
    <\/span><\/span>Jordi Crespo<\/span><\/span><\/div>\n<\/span>","protected":false},"excerpt":{"rendered":"

    En un context on prevalen aspectes m\u00e9s propers a la tecnologia i on les converses giren al voltant de la transformaci\u00f3 digital, big data, realitat virtual, e-commerce, automatitzaci\u00f3 de processos, inbound marketing, social media, i un llarg etc\u2026 de simbologia digital i tecnol\u00f2gica, \u00e9s quan m\u00e9s es posa en valor el consumidor, el comprador, el [\u2026]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"\nIt\u2019s all about the people. 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