El intangible es el conjunto de actividades que desarrolla una empresa y que le da valor en la sociedad. Un elemento que no vemos ni tocamos, pero que quizás es el más relevante de esos intangibles es la reputación.
Enmarcada en las conversaciones que podemos denominar corporativas, nos referimos a una serie de prácticas y estrategias que buscan ocasionar un resultado en la gestión de la empresa, para alinear y conectar con sus audiencias claves (empleados, clientes, proveedores, gobierno local y nacional, entre otros).
La coexistencia brutal y la reputación
En tiempos como los que corren, de polarización, de aceleramiento y estrés, las empresas tienen el compromiso de generar esas conversaciones cualitativas que estén al servicio de una estrategia de gestión de herramientas orientadas hacia los mercados y hacia el entorno.
En general, esto se ve en la práctica en acciones con un consumidor o usuario que está acostumbrado a las pantallas y al espectáculo. Que está altamente empoderado por el poder que ejercen sobre el mundo digital y que son dueños de la información. Obviamente gestionar en estos contextos es casi igual que hacer malabarismo con cristal de bohemia.
Actuar en esos escenarios de forma acertada genera el concepto más relevante que los ejecutivos de empresa más valoran como habilidad de un comunicador corporativo: reputación.
Al final, ese indicador medirá en gran parte el comportamiento de una empresa en el entorno
Lo que si es cierto es que la gestión del intangible reputacional cada día es más protagónico y las empresas le empiezan a prestar una atención importante.
Imagina por ejemplo una empresa de seguros que no presta atención a las solicitudes de sus asegurados y empiezan a surgir comentarios aislados en las redes sociales. Si esos comentarios se van incrementando, la credibilidad y confianza en esa empresa se verá afectada y su valor financiero, por ende también se verá impactado.
Planificar las conversaciones con la mente puesta en la reputación
Desde las CONVERSACIONES TRASCENDENTALES, consideramos que la reputación es un magnífico término que representa la respuesta del mercado, la opinión, los clientes al accionar de una empresa alrededor de su propósito.
Cuando se logra conectar al cliente / usuario con ese propósito, trabajando en base a valores y verticalidad en comportamientos, entonces decimos que una empresa gana en el corazón y mente de sus audiencias.
Por ejemplo, desarrollar un plan de conversaciones internas, que sea provocada, rápida y simultánea; con principios, iniciativas y propósito claramente definido, utilizando recursos repetidores diferentes a los tradicionales (uso de carteleras, revistas internas o correos masivos) son los que generarán ese compromiso real de los empleados, para alcanzar los resultados de negocios deseados.
Cuando eso sucede, los empleados se convierten en embajadores y el intangible reputacional se vuelve una mina de oro empresarial.
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