Colocar al cliente en el centro de la toma de decisiones: el caso de Amazon

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CLAVES:

  • El éxito de Amazon se basa en colocar al cliente en el centro de todas las decisiones que se adoptan en la empresa.
  • Otros tres pilares básicos son: la variedad de productos, la rapidez y el precio bajo.
  • En el año 2014, el 40% de las empresas que vendieron en Amazon exportaron y las ventas internacionales de las empresas españolas a través de esta plataforma crecieron un 300%.

François Nuyts, director general de Amazon España, ha explicado que el éxito de Amazon se basa en colocar al cliente en el centro de todas las decisiones que se adoptan en la empresa. Otros tres factores importantes son la variedad de productos, la rapidez y el precio bajo.

Desde su creación, la empresa ha tenido un crecimiento considerable. La compañía ofrece más de 27 categorías de productos, cuenta con más de 86 millones de productos físicos que se elevan hasta los más de 100 millones si se suman los digitales, más de 100 centros en el mundo, está presente en más de 30 países, cada día lanza más de 4.000 nuevos productos, son más de 294 millones de clientes activos a nivel mundial, el 34% de las ventas proceden de fuera de Norteamérica…

[section label=”El secreto del éxito: el cliente” anchor=”El secreto del éxito: el cliente”]

El secreto del éxito: el cliente

La clave del éxito reside en un factor principal: el cliente. “En 20 años hemos sido fieles a la misma idea de situar al cliente en el centro de todas las decisiones“, según ha explicado François Nuyts durante su participación en el Foro Aragón Empresa 2015, que está organizado por el Instituto Aragonés de Fomento y que se ha celebrado en Zaragoza.

Nuyts, quien ha recibido en este foro el Premio de Honor Aragón Empresa a la Excelencia Internacional en e-commerce, ha señalado que “queremos ser la compañía más centrada en el cliente del mundoy en la que los “consumidores encuentren y descubran cualquier cosa que deseen online“. Y, para conseguirlo, Amazon sigue un esquema de trabajo muy claro que se basa en escuchar lo que quiere el cliente para luego innovar.

Centrarnos en el cliente implica que los consumidores tengan rápidamente el objeto y también que hay que mantener un amplio abanico de productos y pensar en las facturas” para no complicar la vida al cliente.

[section label=”Precios bajos” anchor=”Precios bajos”]

Precios bajos

Relacionados con el cliente también están otros pilares básicos de Amazon. Uno de ellos es el precio bajo, que es uno de los factores que diferencian a la empresa. “No se trata de hacer campañas cortas con precios bajos ni de ofrecer descuentos, sino de tener precios bajos todos los días“.

Y todo ello se acompaña de rapidez para lo que se utiliza la logística para dar el mejor servicio y lo más veloz posible. En el comercio online anteriormente era normal que el producto llegase en una semana. Ahora los envíos son más rápidos “y hemos conseguido que estén en un día e, incluso, hay clientes en Madrid que pueden recibirlo en el mismo día“.

Con la logística del servicio al cliente “tenemos entre un 30% o 40% de ventas que crecen más rápidamente y una buena parte de ellas llegan a los consumidores muy rápido, lo que también es interesante para las pymes“.

[section label=”Experiencia de compra” anchor=”Experiencia de compra”]

Experiencia de compra

Pensando en el cliente, Amazon también aprovecha la tecnología para simplificar y mejorar la experiencia de compra, aparte de posibilitar que la compra sea accesible desde cualquier sitio y momento. Por ejemplo, en el último Black Friday, “Teruel fue la quinta provincia de España que más compró y los pueblos de Aragón que tienen menos de 10.000 habitantes compran online un 10% más que la media española porque muchos de ellos están a unos 25 o 35 minutos de viaje de un centro en el que poder realizar sus compras“.

Y, por supuesto, hay que pensar también en la política de devoluciones para ver “como no tener retornos o limitarlos al mínimo. El cliente no devuelve el producto porque no tiene nada mejor que hacer, sino porque no está satisfecho y eso es malo para nosotros“.

Finalmente, otra de las claves del éxito de Amazon es que es “una plataforma abierta a otras empresas. Nos abrimos a los competidores. ¿Por qué? El valor económico no tiene sentido, pero sí tiene sentido si se tiene en cuenta lo que quiere el cliente. Esto crea lealtad y confianza“, aparte de poder ofrecer más productos.

Además, esta plataforma de venta tiene un impacto positivo para muchas empresas. En el año 2014, el 40% de las empresas que vendieron en Amazon exportaron y las ventas internacionales de las empresas españolas a través de esta plataforma crecieron un 300%. En el caso de Aragón, las pymes de la comunidad que venden con Amazon han crecido un 25%.

EL ECONOMISTA. ¿La clave del éxito de Amazon? El cliente está en el centro de todas las decisiones. 6 de noviembre de 2015 [consultado 19-11-2015]. Disponible en: http://www.eleconomista.es/aragon/noticias/7126829/11/15/La-clave-del-exito-de-Amazon-El-cliente-esta-en-el-centro-de-todas-las-decisiones.html

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