“Encontrar… aprender… evolucionar…”. Este es un fragmento de una frase que se podía encontrar en un videojuego muy popular a finales de los años noventa e inicios de los 2000, llamado StarCraft, donde se trataba de tres razas diferentes luchando una contra otra para sobrevivir en el espacio. La frase era de la raza que deseaba ser la líder y consideraba que la mejor manera para ello era encontrando nuevas oportunidades en sus rivales, atacándolos y erradicándolos, pero a la vez aprendiendo de ellos y luego, con ello, mejorar y evolucionar sus procesos continuamente y de forma rápida.
Haciendo un símil con el mundo de los negocios, en los tiempos actuales donde todo cambia vertiginosamente, la competencia para retener a clientes en un negocio es muy difícil. Una de las estrategias para lograr no perdernos entre tanto cambio y quedar obsoletos es el método japonés Kaizen, basado en la mejora continua. Esto es tratar de siempre estar buscando detalles, ya sea de manera interna o en nuestra competencia, que podrían mejorar en una organización y/o empresa. Incluso, podemos llegar a decir que algo está funcionando perfectamente, pero basta que haya un cambio en algún factor para que lo que estaba perfecto deba ser cambiado.
Justo en estos tiempos de pospandemia podemos decir que estamos ante un escenario donde ya nada es estable y todo cambió demasiado rápido. Las empresas ya no pueden quedarse de brazos cruzados esperando seguir siendo las líderes del mercado. Esto le pasa a Netflix, empresa que ofrece su plataforma de vídeos en línea, la cual hasta hace unos cuantos años era la única líder en su rubro, pero que a raíz de su éxito empezaron a aparecer competidoras como Amazon Prime, HBO y Disney Plus.
En su momento, Netflix fue la empresa innovadora que destronó a otra empresa como Blockbuster, que justamente era la que lideraba ese rubro. Pero, debido al cambio del entorno tecnológico y la aparición de las plataformas de streaming, se quedó relegada y Netflix tomó su lugar. Con dicha experiencia, Netflix sabe que no será fácil y deberá tomar las medidas adecuadas para que no le pase lo que en otros tiempos ellos le ocasionaron a su competencia.
Por ello, es que la estrategia de la compañía será adaptarse a este nuevo escenario y ya ha tomado como una de sus primeras acciones el lanzar al mercado series originales que hacen que el consumidor piense dos veces antes de optar cambiar de marca. Una serie que no podrá encontrarla en otra plataforma le asegura a Netflix la fidelidad de sus clientes. Sin embargo, no es suficiente y de seguro la empresa estará pensando nuevas ideas para ofrecer algo novedoso que le asegure su sostenibilidad.
Este es un ejemplo de cómo debemos estar preparados para imprevistos y para ello buscar la mejora continua si es que no queremos perder competitividad. Mejorar en lo que detectemos que estamos débiles, implementarlo y luego hacer una evaluación para saber si estamos en el camino correcto o debemos cambiar y mejorar. Tenemos que adaptarnos a las nuevas tendencias si es que no queremos quedarnos relegados por la competencia.
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