La situación actual que viven las empresas se puede leer como una consecuencia del impacto financiero mundial y paralelamente como el resultado de un impacto reputacional. El análisis financiero abruma porque todos los días nos vemos invadidos por noticias de todo tipo en los medios (tradicionales y digitales). Analizar el impacto reputacional, sin embargo, conlleva a reflexionar más acerca del rol empresarial en los tiempos que corren.
Arranquemos de la premisa de que el objetivo primario de un negocio es ser rentable. Ese es el primer pensamiento que tiene un emprendedor o un hombre de negocios cuando arranca su iniciativa. Pero cuidado: aquí comienzan los problemas. En general, al iniciar un emprendimiento o liderar un negocio, debemos tener claro una oferta inicial más profunda que solo un producto.
El impacto reputacional en las empresas
Y es que estamos en un mundo cambiante y en sectores que cada día varían más. Los modos y formatos de gestión desarrollados en el pasado donde los productos eran función y gestión ya hoy no son importantes para los clientes. Ahora que se está la moda de hacer “el reto de los 10 años” puedes imaginar la foto de la empresa en 2009 y seguramente verás una imagen de una compañía convencional o pegada a lo tradicional en su modelo de negocios o incluso clásico (por no decir pasado de moda). La reputación se convierte entonces en algo más que una relación comprador vendedor y es que definitivamente hoy existen muchas más cosas que dependen de una conversación.
Ahora la propuesta es moverse por otros parámetros, el reto es encontrar esas fórmulas corporativas que están aún sin desarrollar y que cada día marcan más la tendencia en la gestión de la conversación de los próximos años.
Las empresas que conversan y que entienden la comunicación como una parte integral de su negocio, son aquellas que alcanzan resultados extraordinarios conectando con sus audiencias.
Imaginemos por un momento una empresa que entra en algún mercado latinoamericano para competir con un servicio como UBER. Debe venir con una oferta diferenciada que atraiga a un número importante tanto de consumidores como de prestadores de servicio. crecer en número, servicios y aprendizajes. Crear un ambiente de superación que anime a las personas a lograr un servicio realmente extraordinario.
Las empresas que conversan innova con más facilidad
Una empresa así debe tener la innovación como un norte, abrazarla como credo y ser capaz de desafiar el status quo. Si esa empresa piensa que puede construir un nicho para pelear con las ya establecidas, entonces tendrá que desafiar sus propios estándares y sus propias creencias.
Casos como estos hay muchos en nuestros mercados, el reto es que comprendan la importancia de transformar sus conversaciones (EMPRESAS QUE CONVERSAN), trabajar para el crecimiento de su marca desde el terreno de la innovación y renovación, entender que el nicho de su mercado es el contenido y dar valor agregado en lo estético. Solo así se convertirán en EMPRESAS QUE CONVERSAN desde lo emocional
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