¿Cómo asegurarse la lealtad de los clientes?

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Customer Loyalty Satisfaction Support Strategy Service Concept

CLAVES:

  • Las empresas necesitan ganar la lealtad de los clientes a largo plazo.
  • La lealtad entre las marcas B2B se basa en hacer bien los aspectos esenciales del negocio.
  • Medir los niveles de satisfacción y promoción proporcionará una comprensión esencial del grado de lealtad que se puede esperar de los clientes.

Un tercio de la investigación que se ha llevado a cabo en el B2B International se centra en mejorar la lealtad del cliente, y de ahí que se hayan reunido numerosos puntos de vista sobre lo que impulsa la lealtad. De acuerdo con los resultados, entre el 40% y el 50% de las empresas que compran un producto o servicio específico en el mercado B2B no han introducido nuevos proveedores para ese producto o servicio en los últimos cinco años, lo que parece sugerir que para los compradores es más sencillo continuar con los proveedores existentes que cambiarlos.

Sin embargo, basarse en este nivel de percepción de la satisfacción puede ser precario, sobre todo porque puede ser sólo el resultado de la pereza o la inercia del comprador. La relación comercial puede cambiar rápidamente si, por ejemplo, una serie de pequeños problemas con el servicio al cliente hace que la paciencia del comprador se rompa, o que un competidor ofrezca una oferta más tentadora.

Por lo tanto, con esto en mente, ¿qué tienen que hacer las empresas para ganarse la lealtad del consumidor a largo plazo?

Documento relacionado en Thinknowa:

[section label=”Dominar lo esencial” anchor=”Dominar lo esencial”]

Dominar lo esencial

Un cliente leal es aquel que sabe lo bueno que es su servicio, se lo recomendaría a sus compañeros y tiene suficiente buena voluntad para con su marca como para continuar con la relación si algo sale mal. Obtener esa posición básica es esencial, ya que es imposible fomentar la verdadera lealtad entre los clientes si no se puede confiar en que se ofrezca una oferta fuerte.

La lealtad entre las marcas B2B se basa en hacer bien los aspectos esenciales del negocio. Con frecuencia existe poca diferencia entre los productos de los competidores, los clientes quieren sentir que están recibiendo el mejor valor, ya sea la calidad comparativa del producto o servicio, los plazos de entrega fiables, etc.

[section label=”Conseguir impacto” anchor=”Conseguir impacto”]

Conseguir impacto

Hay muchos mercados B2B donde no hay diferencia de calidad entre los proveedores. Los productos se hacen a menudo para un estándar específico con poco margen de alternativa o mejora, es decir, los precios se mantienen dentro de una línea similar.

Como tal, la relativa similitud entre los productos y las marcas significa que las características más pequeñas, “más suaves” son clave para la conseguir la lealtad de los clientes. Los empleados que son agradables y proporcionan facilidad tienen un gran impacto, mientras que los resultados también indican que los pequeños detalles no tienen que ser demasiado generosos: un gesto sencillo, como una llamada telefónica poco después de una compra para comprobar que todo está funcionando sin problemas es suficiente.

Con el fin de encontrar la manera de mejorar la experiencia del cliente con valor añadido, el mapa de la experiencia del cliente es una manera de proporcionar a los empleados el conocimiento para ir más allá de las expectativas.

[section label=”Mapa de la experiencia del cliente” anchor=”Mapa de la experiencia del cliente”]

Mapa de la experiencia del cliente

Una insatisfactoria experiencia del cliente puede empañar la marca, por lo que la experiencia del cliente tiene estar afinada. Es imprescindible llevar a cabo un ejercicio de análisis de la experiencia del cliente para identificar todos los puntos de contacto que los clientes tienen con la empresa. Hacer esto ayudará a identificar dónde se pueden tomar acciones para crear un gran impacto en la lealtad del cliente.

Es más, si se quiere sobresalir verdaderamente ofreciendo la mejor experiencia del cliente, el mapa de la experiencia del cliente pondrá de relieve los puntos de contacto que se encuentran por debajo de las exigencias mínimas.

Documento relacionado en Thinknowa:

[section label=”Apoyar al cliente” anchor=”Apoyar al cliente”]

Apoyar al cliente

La defensa del cliente es muy valiosa, sobre todo en la era de los medios sociales, y para mejorar la lealtad del cliente primero se debe entender qué la motiva. Esto se puede hacer mediante la medición activa de los niveles de satisfacción y pérdida de clientes, mirando la frecuencia con la que nuevos proveedores emergen y, quizás lo más importante, descubriendo cómo de propensos son los clientes a recomendar los servicios.

Net Promoter Score (NPS) es un método cuantitativo que evalúa en una escala de cero a 10 lo probable que es que un cliente recomiende la empresa a otros. A partir de esto, el NPS se calcula. La mejor puntuación posible es de 100 (lo que sugiere que todo el mundo la recomendaría) y la peor puntuación posible es -100 (lo que sugiere nadie la recomendaría). Se ha descubierto que, por lo general, un NPS en torno a 24 se considera la norma en relación a marcas B2B, lo que pone de relieve una importante oportunidad de incrementar el apoyo del cliente en el mercado B2B.

Teniendo esto en cuenta, la medición de los niveles de satisfacción y promoción proporcionará una comprensión esencial del grado de lealtad que se puede esperar de los clientes en un momento dado. Esto ayudará a reorientar los esfuerzos con los que se pueden construir mejores relaciones.

AMERICAN MARKETING ASSOCIATION (AMA). How Can You Win Devotion From Your Customers?. Diciembre de 2015 [consultado 30-12-2015]. Disponible en: https://www.ama.org/publications/eNewsletters/B2BMarketing/Pages/how-to-win-devotion-from-customers.aspx

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