La entrada el pasado año del Reglamento General de Protección de Datos de la Unión Europea (GDPR), las brechas en los sistemas de seguridad de grandes compañías, los movimientos feministas en todo el mundo exigiendo mismos derechos a las mujeres o los escándalos de corrupción y malas prácticas que están salpicando a compañías de todos los sectores son solo algunos ejemplos de cómo las prioridades en las agendas de los directivos están cambiando.
Los valores se han convertido en una pieza clave en la gestión empresarial de las organizaciones excelentes. Todo el mundo quiere hacer negocios con organizaciones con las que compartan su sistema de valores. Asegurarse que los proveedores comparten los valores con los de las empresas que hacen negocios se ha convertido en un proceso habitual a la hora de contratar servicios de una empresa externa o acuerdos comerciales para muchas compañías en estos momentos.
Para los directivos de compañías B2B en España los valores tienen un peso incluso mayor (89%) que en el resto del mundo (70%). Lo valores tienen para estos profesionales el mismo peso que otros factores clave como el precio o la reputación de la organización, según se desprende del estudio realizado por la agencia de comunicación Hotwire.
Hoy en día cualquier compañía puede verse envuelta en una crisis de cualquier tipo y saber responder adecuadamente es clave para el negocio. El 85% de directivos encargados de las tomas de decisión en las compañías de nuestro país están preocupados porque su marca se vea envuelta en una crisis de comunicación derivada de un problema de este tipo. Mientras que a nivel global tan solo les preocupa al 59% de estos profesionales.
“Los movimientos sociales y políticos junto con fenómenos como las fake news están creando un nuevo consumidor/cliente, por un lado más consciente del mundo que le rodea y más exigente con el compromiso social de las marcas, pero al mismo tiempo muchas veces más desinformado” explica Ludi García, directora general de Hotwire España y añade “los consumidores esperan que las marcas tomen partido por los problemas que les rodean. Aquellas que consigan demostrar a sus consumidores que comparten sus valores y creencias serán las elegidas”.
Para los directivos trabajar con empresas que no estén bajo el escrutinio público es vital. Así, el 77% de los directivos en empresas españolas terminarían una relación comercial con un proveedor si no resolviese una crisis en la que estuviese involucrada, según este mismo estudio. El tiempo es, además, una cuestión fundamental para estos profesionales. Así, el 44% de los directivos españoles terminaría una relación con otra compañía si no resolviese una crisis en menos de 2 o 3 días.
En palabras de Ludi García, directora general de la agencia de comunicación Hotwire, “La clave para construir la reputación de una organización es la relación de confianza entre la organización y sus públicos. Y esta relación de confianza debe asentarse sobre unos valores y un propósito que responda a las necesidades de éstos. Hay que hacer las cosas bien y saber comunicarlas. En eso se basa una buena reputación”.
Fuente: https://www.interempresas.net
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