Para esto basta analizar el impacto de Internet en la gente para saber el grado de influencia que tienen los comentarios o publicaciones vertidos en un sitio.
Esto lo podemos entender bajos tres aspectos:
- Cantidad de gente que accede a esta tecnología: en Argentina entre las diferentes cifras de las cuales se habla, podríamos decir que hay aproximadamente 16 millones de personas que utilizan Internet, o sea, un 42%. Y de los perfiles socioeconómicos no se puede discutir, siguen siendo los más altos.
- A esto hay que sumar la disponibilidad del tiempo conectados, la migración de accesos telefónicos a banda ancha, es elocuente. Argentina pasó de 1,8 millones de conexiones a 2,6, en menos de un año. Esto implica que 2,2 millones de hogares poseen este servicio y con ello más tiempo para averiguar sobre la reputación de la empresa.
De hecho los estudios revelan que los usuarios cada vez más utilizan Internet para decidirse a comprar a través de ver productos o servicios, indagando sobre sus características y precio.
El otro punto es que a la hora de buscar un sitio gran parte de la gente utiliza buscadores. Esto implica que la persona pone el nombre de la empresa y tiene acceso a su sitio, pero muchas veces esta búsqueda arroja resultados inesperados, como los blogs y foros que hablan contra la empresa. (ejemplos: http://www.felixsalmon.com/000144.html, http://dattatecmedeprime.blogspot.com/ o http://www.pablomancini.com.ar/fibertel-casi-tan-rapido-como-un-caracol/)
Lo que muestran estos datos es que antes, la posibilidad de que muchas personas se enteraran de una mala imagen, ya sea por un mal servicio o producto por parte de una compañía, estaba circunscripta a la posibilidad de esparcir el comentario entre amigos, familiares y cercanos, a través de la voz humana. Pero ahora es más fácil y menos costoso y su efecto es aún mayor.
Ante estos resultados y la posibilidad de ponerlos libremente, sean ciertos o no, hacen que la imagen de la empresa o marca sea afectada y genere en los usuarios un temor a contratar el servicio.
En estos casos es aconsejable utilizar una metodología de mejoramiento de imagen a través del control diario de blogs y foros, en los cuáles se puede averiguar en qué se basan las críticas y en todo caso de ser ciertas aplicarlas a la mejora continua de la empresa. Esto implica utilizar algo negativo en un canal para escuchar a nuestros clientes y de esta manera poder mejorar el producto o servicio que estamos dando.
Pero también se puede contestar, crear e investigar de tal manera de mejorar la imagen. Nuestra empresa a través de sus servicios puede ayudarlo en esta temática.
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