sábado, julio 12, 2008

El miedo de hablar abiertamente con tus clientes

Hay un movimiento que ilustra el cambio que la Internet de las redes sociales está trayendo y que tiene que ver con la forma como las empresas empiezan a relacionarse con su público, con sus clientes.

Hasta la fecha, la forma era pretender la impecabilidad. Todo el material emitido para alcanzar al público era generado por varias manos expertas, que cuidaban distintos aspectos del contenido, para que el producto final fuera impecable.

Lo otro, ningún elemento del material de contenido, reflejaba la mano de sus autores. Las personas detrás de esa producción simplemente no existen. Es como leer El Mercurio; el que habla es El Mercurio o lo que sea que eso significa.

Hoy aparecen cosas como La Cocina de Bligoo, donde abren un espacio público, que horror, donde los usuarios de Bligoo pueden opinar, decir qué no les funciona, quejarse, incluso expresarse emocionalmente respecto de su molestia con la interfaz o lo que sea. Y las personas de Bligoo, participan en esa conversación. Dialogan públicamente con los clientes !!

NO, esto NO es digerible por cualquiera. Luce muy mal. Los trapos sucios se lavan en casa, o mas bien en la trastienda.

Paolo, el más comprometido con esto de la forma de Blue Company de relacionarse con sus clientes, usuarios de Bligoo, señalaba que una entrada quejosa de un usuario, que después del hilo de la conversación terminaba en una entrada de comentario del mismo usuario titulada "cliente satisfecho", era para él impagable.

Este es el mundo que viene, transparente, honesto, open source, como dice el mismo Paolo.

¿Quién se atreve, primero?

Ah, y estos muchachos de Bligoo han sido nominados para ser una de las 250 empresas con mayor potencial por la Universidad de Stanford en la competencia AlwaysOn Global 250. Esta manera transparente de operar y recrearse permanentemente con la ayuda de sus usuarios, es para ponerle atención y empezar a pensar en los pros y contras de atravesar los temores implicados.

¡Bravo Paolo!

6 comentarios:

  1. Anónimo4:30 p.m.

    Me parece NOTABLE, el grupo de bligoo.
    LLegue por causalidad y me gusta el atreverse del sistema

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  2. Anónimo2:58 a.m.

    Hack again?!

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