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_PMA8459Las personas. Sus percepciones y expectativas. Unas y otras describen los profundos y rápidos cambios que están teniendo lugar en los hábitos de consumo de los automovilistas. Percepciones y expectativas explican también los factores que conforman y facilitan la orientación al cambio en las empresas que prestan servicios de venta y posventa de vehículos. Esta fue la principal conclusión del networking promovido por MSXI el pasado 11 de noviembre de 2014 en la prestigiosa escuela de negocios IE Business School. Las personas, clientes y colaboradores de las empresas, encarnan el cambio: de los hábitos de consumo unas y de la cultura corporativa de las compañías otras. Pero mientras que el primero sucede, el segundo hay que propiciarlo.

¿Cuáles son las percepciones y expectativas actuales y de futuro de los automovilistas? ¿Cuáles son las claves del éxito para gestionar el cambio en las empresas en línea con la evolución de los hábitos de consumo de los automovilistas? A ambas preguntas trataron de dar respuesta Ricardo Conesa, Country Manager para Iberia de ICDP; Gerardo Cabañas, director general de AutoScout24; Nuria Manzano, Account Manager de MSXI; y Susana Fernández, Executive Coach y Socia Fundadora de Net4Talent.

_PMA8454“Los comportamientos de los clientes están cambiando pero…¿Cómo cambio yo mi empresa?”. Bajo este sugerente título, Ricardo Conesa, disertó sobre las dificultades e imperiosa necesidad de adecuar las empresas de distribución y reparación de vehículos a los nuevos procesos de decisión de compra que siguen los automovilistas. Tales procesos, caracterizados por la multicanalidad, por la exposición del potencial cliente a los mensajes del vendedor en diversos canales y con diferente grado de eficacia, requieren de los gestores y de las personas que trabajan en los concesionarios y talleres un esfuerzo de conocimiento de cada uno de ellos para su adecuada utilización, individual o conjuntamente. “Hay que acercarse a la realidad sin prejuicios”, señaló Conesa, “porque, por ejemplo, a pesar de la influencia de Internet, el contacto no digital con el automovilista continua siendo crítico para influir en la decisión de compra”.

_PMA8460“Tenemos que poner el foco en el automovilista ciudadano y no tanto en el vehículo. Las percepciones y expectativas son del cliente, no del coche”. Este fue el punto de partida de la intervención de Gerardo Cabañas, Director General de AutoScout24, que mostró los resultados de un estudio europeo realizado por su compañía entre miles de conductores a los que se pidió que imaginaran como será el coche del futuro. A partir de las conclusiones del mismo, que remiten a una ciudad inteligente con el ciudadano como epicentro de todo, espacios más saludables y menos contaminados, con calles más transitables y fluidas y un parque de vehículos joven, eminentemente eléctrico y dotado de los últimos avances tecnológicos, Cabañas apuntó algunas de las consecuencias que ese vehículo que sueñan los automovilistas hoy podría tener para la industria de la venta y reparación de vehículos. “¿Cómo va a cambiar el funcionamiento de concesionarios y talleres el cambio de paradigma de la propiedad del vehículo al uso compartido, o  la conectividad entre conductores y vehículos, de estos últimos entre sí y con las infraestructuras?”, se preguntó Cabañas. Y apuntó a un mayor uso de Internet en el proceso de compra de los vehículos, a una mayor vinculación del automovilista con su proveedor de mantenimientos y reparaciones gracias al e-call, y al desarrollo de diseños de carrocerías mucho más atrevidos por el eventual descenso de la siniestralidad que traería consigo una conducción mucho más inteligente.

“Las personas no cambian si no quieren hacerlo”. Es la afirmación que planeó sobre el conjunto de la exposición realizada por Nuria Manzano y Susana Fernández: “Gestionando con eficiencia el cambio que viene: Mitos, realidades y personas. Casos de éxito en el sector del automóvil: Activando las palancas y herramientas necesarias para lograr que el cambio”. A partir de ella, de la crucial importancia, una vez más, de las percepciones y expectativas de las personas, las ponentes analizaron los factores críticos a tener en cuenta para propiciar cambios en las empresas. Se detuvieron en la descripción y análisis del papel que juegan los impulsores del cambio, la intención perseguida con el mismo, no siempre evidente, y su concreción en procesos que seduzcan, persuadan y convenzan a las personas que tienen que activar, encarnar los cambios.

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