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I Taxi: una straordinaria opportunità di marketing del territorio

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"L'impegno dei taxi per una città più accogliente" è il titolo del seminario che ho tenuto a Milano per la Camera di Commercio il 9 febbraio 2015. La mia tesi è che un taxi oggi debba essere molto di più di un'automobile o di un servizio di trasporto. E così possa dare uno straordinario contributo allo sviluppo di un territorio.

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I Taxi: una straordinaria opportunità di marketing del territorio

  1. 1. G I A N C A R L O D A L L ’ A R A "L'impegno dei taxi per una città più accogliente"
  2. 2. Scenario Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  3. 3. Lo Scenario attuale spinge ad un Ripensamento Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  4. 4. Country Brand Index 2014-2015 In uno scenario difficile ci sono sempre delle opportunità Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  5. 5. L’immagine dei taxi in Francia Toujours les taxis et les langues étrangères !  "La France vue par les étrangers"  une enquête réalisée par Ipsos/Steria atteste que ces derniers ont à 85% d'entre eux une bonne image générale.  Certes, l'accueil de chauffeurs de taxis laisse toujours à désirer.  sur la qualité de l'accueil: les musées arrivent en tête (85% de satisfaits), devant les hôtels (80%), les cafés et restaurants (78%), les commerces (77%), les transports en commun (76%), les "services publics avec lesquels vous avez été en contact" (73%) et "la rue" (70%). Comme d'habitude, les taxis ferment la marche (64%). le lundi 7 avril 2014 Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  6. 6. Parigi: un problema di cortesia  En 2010, un sondage publié par le site hotels.com faisait pointer Paris à la dernière place d'un classement de grandes villes touristiques mondiales pour la qualité de leurs taxis. Principal reproche opposé aux chauffeurs parisiens: leur manque d'amabilité. Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  7. 7. Hotels.com Taxi Survey 2013 1. Londra 2. New York 3. Tokio 4. Berlino Qualità, in ordine di importanza: 1. Safety 23% 2. Value 20% 3. Knowledge of Area 17% 4. Availability 14% 5. Quality of driving 11% 6. Clinliness 8% 7. Friendliness 7% Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  8. 8. Milano 2011, 4a Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  9. 9. "C'était une très belle profession, qui se dégrade” Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  10. 10. Londra Esperienze Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  11. 11. Malesia: taxi Ambasciatori In Romania….  «…in Romania lo scontrino viene stampato automaticamente alla fine della corsa con tutte le indicazioni relative al tragitto e alla compagnia».  Emilio Casalini “Fondata sulla bellezza.” Sperling & Kupfer. Esperienze Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  12. 12. Barcellona, Madrid: Taxi Chinese Friendly Londra 7 mila taxi elettrici nel 2020 Esperienze Los taxistas de Madrid reciben formación específica para tratar adecuadamente a los turistas chinos Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  13. 13. Taxi per sole donne a NYC Cracovia Esperienze Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  14. 14. Nei taxi si promuove la sensibilità verso l’ambiente Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  15. 15. Milano all’8° posto nella classifica delle città più inospitali del mondo? Il made in Italy non è un vestito firmato, e la Scala e le strade dello shopping non sono sufficienti per fare di Milano un’attrazione turistica. Chi arriva qui si aspetta anche altro: magari un tassista che parla due parole d’inglese, magari un passante che si ferma e chiede se serve aiuto al turista che cerca di orientarsi con una cartina in mano, magari un cameriere che non ti consiglia la bottiglia più costosa della lista, oppure il negoziante che ti fa sentire un ospite e non un pollo da spennare. O magari più semplicemente chi arriva a Milano si aspetta un sorriso. Che non è soltanto un’espressione del viso. (lettori Condé Nast Traveller) Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  16. 16. Una premessa: la promozione più efficace è quella che si fa nel territorio  Fidelizza,  stimola il passaparola,  trasforma gli ospiti in Ambasciatori servizio taxi come nuova opportunità di marketing territoriale Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  17. 17. I taxi opportunità di marketing territoriale Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  18. 18. FITUR 2015: un premio al Messico che prevede un percorso di qualità per i tassisti Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  19. 19. Taxi non solo trasporto (1) Taxi Porta di Accoglienza del territorio  Cosa significa: «Accoglienza» Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  20. 20. Taxi «Porta di accoglienza»  Funzioni: - Informativa - Promozionale - Servizio - Consulenza Offre un punto di vista sulla città Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  21. 21. I turisti siamo noi che stiamo viaggiando solo così è possibile accoglierli Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  22. 22.  Con la rivoluzione digitale le parole chiave sono diventate: reputazione e fiducia  Tempo, attenzione… Quando si parla di accoglienza la parola chiave non è «Buongiorno», ma Rispetto Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  23. 23. Parole chiave per un progetto di accoglienza  Ascoltare,  Rendere gli spazi accoglienti,  Linguaggio accogliente,  Manifestare l'accoglienza,  Relazioni,  Gestire il ricordo. Singapore: Taxi drivers Awards Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  24. 24. 1° regola ascoltare la domanda  I mercati sono conversazioni  Cluetrain Manifesto  Personale è umano. Personalizzato, no.  New Clues Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  25. 25. Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com L’accoglienza è anche una questione di linguaggio
  26. 26. La logica del dono Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  27. 27. Manifestare l’accoglienza (1)  Ricarica Batterie  Dispositivo POS  Piantina della città Materiale informativo  città ed EXPO  Carta dei Valori  Wi Fi  Pulizia giornaliera Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  28. 28. Manifestare l’accoglienza (2)  App gratuite da scaricare ?  Bottiglietta d’acqua?  Salvietta rinfrescante?  Video?  Giornali?  «Profumo di pulito» Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  29. 29. Manifestare l’accoglienza (3) Guida ai servizi taxi a disposizione del passeggero Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  30. 30. Manifestare l’accoglienza (4) H.K. Be a smart taxi passenger Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  31. 31. Manifestare l’accoglienza (5) Bibliotaxi  O programa SOS Livro, visa a recuperação de livros que seriam triturados e vendidos para Indústria de papel reciclado.  Taxi come luogo di lettura  San Paolo Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  32. 32. Manifestare l’Accoglienza (6)  Torino: il guestbook nei taxi  un progetto di qualche tempo fa  “Fino al termine delle celebrazioni di Italia 150, la cooperativa “57 30″ raccoglierà in un “guestbook” i giudizi dei passeggeri sulla città”. Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  33. 33. Manifestare l’accoglienza (7): Non è vietato parlare al conducente  Enzo Tarsia "Mestiere solitario: i momenti di silenzio sono regola e i rapporti umani eccezione", dice. Da qui l’idea di appendere al poggiatesta un quaderno di pagine bianche, o con stampato un tema "di spunto", su cui i passeggeri possano scrivere i loro pensieri. Di quella raccolta, ha ricavato un libro Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  34. 34. Manifestare l’accoglienza  Riconosciamoli come persone non come consumatori!  Non come “portafogli che camminano” Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  35. 35. Taxi non solo trasporto (2)  Taxi «Luogo di Relazioni»  Luogo  Relazioni Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com
  36. 36. Obiettivi del nostro Progetto  Massimizzare le opportunità di sviluppo delle imprese prima e dopo l’EXPO  Valorizzare il ruolo del servizio taxi  Individuare i Valori  Pochi, semplici e condivisi  E alcuni standard di qualità del servizio Milano CamCom 9/02/15Giancarlo Dall'Ara giancarlo.dallara@gmail.com

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