Clientes autónomos: el diálogo social es la clave

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Claves:

  • Nuevos perfiles de usuarios cada vez más autónomos.
  • El contacto con clientes es imprescindible en el nuevo contexto social.
  • Los canales de comunicación y contactos son cada vez más numerosos.

Según un informe publicado por BT y Avaya en el que se encuestaba a más de cinco mil consumidores se presenta un nuevo modelo de estos el llamado “cliente autónomo”.

Caracterizado por el rechazo a la fidelidad automática a marcas y organizaciones, este nuevo usuario realiza sus propias investigaciones y comparaciones antes de tomar una decisión.

Fuente:Autonomous Customer 2015: On hold for Intelligent Customer Service
Fuente: Autonomous Customer 2015: On hold for Intelligent Customer Service

Esta capacidad de decisión y autonomía lleva a las marcas a interesarse en buscar modelos de captación y fidelización de este nuevo perfil de consumo.

Ente reto puede intentar superarse siguiendo una serie de claves:

  • Eliminar las trabas en las gestiones entre nuestra empresa y el cliente. Hay que facilitar todos los aspectos posibles
  • Actuar desde diversos canales. El cliente actual se mueve en el mundo digital, la presencia de la empresa en todos esos ámbitos facilitará el contacto con el cliente potencial. Es importante también que puedan obtener informaciones similares a través de diversos medios.
Fuente:Autonomous Customer 2015: On hold for Intelligent Customer Service
Fuente: Autonomous Customer 2015: On hold for Intelligent Customer Service
  • Proporcionar siempre ayuda. No hay que olvidarse, por muy autónomos que sean estos clientes, que el apoyo en los procesos aporta seguridad y permitirá tener clientes más satisfechos.

En este sentido las redes sociales se convierten en un canal de contacto primario al que los clientes acuden en busca de respuestas rápidas de las correspondientes entidades.

Fuente: Autonomous Customer 2015: On hold for Intelligent Customer Service
Fuente: Autonomous Customer 2015: On hold for Intelligent Customer Service

Las empresas, conocedoras de esta circunstancia, están encabezando distintas propuestas en el lanzamiento de campañas promocionales en las que buscan el canal de diálogo con el consumidor como medio de fidelización y diálogo.

Un estudio realizado por Sociack analiza el impacto que estas campañas tienen en los clientes con respecto a sus marcas. En concreto se centra en cuánto contenido han creado los clientes y sobre qué aspectos concretos de sus productos y servicios.

Como ya hemos dicho el contacto entre cliente-marca se realiza desde muy diversos canales, pero casi el 60% del mismo tiene como procedencia los dispositivos móviles, un 2.5% se realiza desde tablets, correspondiendo  a los PCs el ultimo porcentaje de conexión (casi el 38%).

Fuente:Estudio de la relación del cliente con las marcas a través de las redes sociales
Fuente:Estudio de la relación del cliente con las marcas a través de las redes sociales

La interacción, normalmente divulgativa, siempre es positiva pero, ¿cuántas de estas conversaciones cruzadas son quejas o comentarios negativos?. Contra lo que puede parecer la mitad de los consumidores no muestran ninguna actitud crítica, dentro de la otra parte más del 40% muestra contactos de carácter positivo. El porcentaje de detractores es mínimo y las quejas no llegan al 9%.

Fuente:Estudio de la relación del cliente con las marcas a través de las redes sociales
Fuente: Estudio de la relación del cliente con las marcas a través de las redes sociales
Documento completo: Autonomous Customer 2015: On hold for Intelligent Customer Service

portada-consumidor-autonomo

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