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El nombre sí hace la cosa | Lluis Martinez-Ribes
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14/05/2015
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El nombre sí hace la cosa


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¿Conoce usted alguna empresa que explícitamente diga “Paso de mis clientes”? Me parecería una insensatez ningunear al árbitro del partido: la clientela actual o potencial.

Difícilmente encontraremos empresas que reconozcan no estar centradas en sus clientes; la mayoría lo cree realmente. Pero si nos fijamos, vemos que muchas están realmente orientadas a sus productos o a sus procesos internos (fábricas, logística, etc.). No tienen en cuenta al cliente como persona, con su perfil y contextos. En otras palabras, la relación que tienen con el cliente es transaccional, como si la venta fuera “te cambio moléculas de calidad por dinero”.

Cómo centrar la empresa en los clientes

Muchos directivos conscientes emprenden acciones para que en su empresa el cliente sea lo primero. Un método muy interesante es calcular el Customer Life-Time Value (CLTV), es decir, el valor -en dinero- que cada cliente vale a largo plazo, si continúa comprando como lo ha hecho hasta ahora (ver mi artículo Data-driven retail). Ayuda mucho a entender el impacto de las decisiones sobre clientes.

Ahora propongo otro método: cambiar el vocabulario que utilizamos.

dentist-name-cast

imagen: artchandising

Según Jean Berko Gleason, experta en sociolingüística, las palabras que utilizamos son inmensamente poderosas en términos de moldear cómo vemos las cosas, fenómeno al que llama “framing” (De Waal, 2011). El hecho de escoger una determinada palabra para nombrar algo afecta claramente el modo como percibimos tal cosa.

La ciencia ha demostrado que las palabras que utilizamos tienen una incidencia directa e inmediata en nuestra respuesta emocional y en la forma como nuestro cerebro responde (Meacham, 2013). Estudios recientes muestran que las distintas palabras que utilizamos activan zonas distintas del cerebro y acaban influyendo en nuestro comportamiento de forma diferente (Sammarco, 2014).

La idea de que nuestra forma de percibir el mundo está altamente influenciada por los conceptos (palabras) que utilizamos no es nueva, sino que a lo largo del siglo XX ya suscitó el interés de muchos científicos (Standford Encyclopedia of Philosophy), entre los que destaca Thomas Kuhn. Kuhn (1970) defendía que “lo que vemos depende tanto de lo que miramos, como de lo que la experiencia conceptual previa nos ha enseñado a ver”. Cuando cambiamos la forma de nombrar las cosas, cambia nuestro pensamiento, y éste modifica nuestra forma de interpretar la realidad, y finalmente, de actuar.

Aprovechar la ciencia

Para enfatizar la importancia de la voz de los clientes, debemos introducir un vocabulario donde ellos sean los protagonistas: un cambio en el lenguaje nos puede ayudar a comprender mejor a nuestros clientes (Ehman).

Si nuestro vocabulario habla habitualmente de estadísticas, de ratios o de número de pedidos, nuestra actividad tenderá a ser transaccional. Si añadimos distintas facetas sobre los clientes en nuestros cuadros de control, tendremos muchas más probabilidades de ser parte de la vida de los clientes.

Por ejemplo, si usted fuera un dentista, piense cómo se sentiría viendo la lista de visitas programadas (ver gráfico previo), en base a los distintos nombres usables en la columna donde se dice quién va a venir.

Pongamos otro ejemplo. Si le digo “Internet de las cosas”, ¿qué le viene a la cabeza? Probablemente aparatos conectados a través de Internet. Pero si le digo que “yo puedo cambiar el color de las luces de mi casa desde el trabajo usando mi teléfono”, probablemente sonreirá viendo una persona empoderada.

En ambos casos hablamos de la misma cosa, pero la percepción es distinta. El término utilizado puede cambiar la comprensión de algo nuevo y hacerlo más centrado en cliente.

Hablar de forma distinta es algo práctico

Obviamente, con cambiar el vocabulario no se logra al instante poner al cliente en el centro de la empresa y cambiar los procesos. Toma su tiempo. Nuestras ideas fluyen por inercia, a partir de unos esquemas que hemos heredado y que hemos estado usando no-conscientemente.

Para cambiar nuestros hábitos de pensamiento (y de acción) tenemos que identificarlos y traerlos a la conciencia. En cuanto seamos capaces de crear un distinto hábito, la mente -dado que es moldeable- queda reforzada y la centricidad en cliente se consolida. Merece la pena.

_________________
Bibliografia

  • De Waal, M. (2011) “Jean Berko Gleason on how words influence thought”. Daily Maverick, 26 de octubre.
  • Meacham, M (2013) “How words affect our brains”. Talent development, 11 de julio.
  • Sammarco, G (2014) “El futuro de tu cerebro está en tus palabras”. Semana económica, 21 de noviembre.
  • Stanford Encyclopedia of Philosophy.
  • Kuhn, T. (1970) The structure of scientific revolution. Chicago: Uiversity of Chicago Press.
  • Ehman, L. “Create a customer-centric vocabulary”. Selling Power.

_____________

Lluis Martinez-Ribes

Fuente: Código 84, nº 186

Abril 2015

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1 Comments

  • Investigations Toronto Inc.
    2018-12-24 05:02

    Terrific writing on random topics. Im currently trying to
    accomplish something such as what you have here except on
    a different topic totally. Many thanks for the inspiration to
    write better content.

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