El cliente autónomo, un nuevo tipo de consumidor y un nuevo reto

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Young man using smart phone on bike

Claves:

  • Un reciente estudio ha ha identificado la existencia de un nuevo tipo de consumidor que está alcanzando relevancia mundial, el “cliente autónomo”, que así es como se le ha denominado porque rechaza la lealtad automática a las marcas.
  • Los clientes utilizan toda una enorme variedad de canales, inconexos entre sí, pero confían en que la empresa sepa disponer de sus datos y su historial en cualquiera de ellos. La omnicanalidad satisface una necesidad importante del consumidor global, que es cambiar de un canal a otro, de modo completamente sencillo y sin saltos.
  • Parece que si bien el cliente autónomo está satisfecho con el concepto de autoservicio, no por ello se olvidan de otras opciones, y que si hay un problema, esperan poder contar con alguien con quien contactar para resolverlo sobre la marcha. Y si no existe esa posibilidad, es bastante probable que se vayan y no regresen nunca.

Un reciente estudio sobre las expectativas de los consumidores en todo el mundo, realizado por BT y Avaya, ha sacado a la luz toda una serie de sorprendentes tendencias. La encuesta, que ha contado globalmente con la participación de 5.500 consumidores, ha identificado un nuevo tipo de consumidor que está alcanzando relevancia mundial, el “cliente autónomo”, que así es como se le ha denominado porque rechaza la lealtad automática a las marcas.

Inundado con información online, busca y analiza, como nunca había hecho, antes de decidirse a comprar algo. Utiliza el autoservicio para mantener el control, es menos leal a las organizaciones, y es más difícil conseguir y mantener su fidelidad. El reto para las empresas del 2015 es como reconectar con ese cliente y llegar a fidelizarlo.

¿Pero qué puede hacer la empresa? El estudio destaca cinco oportunidades para que las organizaciones puedan reengancharse con el cliente autónomo, reconstruir la confianza y, en último lugar, crear una relación más provechosa.

Hazlo fácil

Esta debe ser siempre una de las prioridades de las organizaciones. El estudio nos dice que el 62% de los consumidores compran más de aquellas marcas con las que les resulta más fácil hacer negocios, un crecimiento del 30% sobre el año anterior, y que también un 62% afirman que tratar con los departamentos de atención al cliente o servicio al cliente les llega a veces a resultar agotador. Hacer más sencillo el recorrido del cliente por la empresa nos ayudara a reconectar con él.

“Fragvergencia”

Los clientes utilizan toda una enorme variedad de canales, inconexos entre sí, pero confían en que la empresa sepa disponer de sus datos y su historial en cualquiera de ellos. Según nuestro estudio, uno de cada cinco participantes para comunicarse utilizan redes de gran velocidad, y uno de cada tres usan fibra de banda ancha. Facebook sigue siendo líder en las redes sociales, pero Instagram, Snapchat, Tumblr y Pinterest cuentan ya con millones de usuarios por todo el mundo, y uno de cada cuatro participantes reconoce usar Twitter. Esta tendencia, que es universal, está planteando un nuevo reto para las organizaciones: el tener que ir hasta donde el cliente está para aprovechar las oportunidades comerciales así como para dar un adecuado servicio al cliente. Al mismo tiempo, la “fragvergencia” crea más oportunidades para el customer engagement a medida que los consumidores continúan usando más y más canales y medios.

Omnicanalidad

No es extraño que las organizaciones se vean abocadas a desplegar una estrategia omnicanal. La omnicanalidad satisface una necesidad importante del consumidor global, que es cambiar de un canal a otro, de modo completamente sencillo y sin saltos, a la hora de contactar con la empresa, utilizando uno u otro canal, o varios sucesivamente, dependiendo de si está en el trabajo, en casa viendo la televisión, desplazándose en el AVE o en una reunión. Para las empresas, eso quiere decir que están obligadas a mejorar el viaje interior del cliente, que es ir mucho más allá de simplemente ofrecer nuevos canales alternativos por donde contactar. Cuatro de cada cinco clientes dicen que los agentes o los responsables del servicio al cliente en la empresa, deben tener acceso inmediato a todos sus detalles e información en todos los canales. Pero además de hacer que ese viaje del cliente por la empresa sea más sencillo, la omnicanalidad ofrece a las empresas y organizaciones la información necesaria para hacer ventas cruzadas o mejorar servicios a sus clientes. La omnicanalidad brinda la posibilidad, de mejorar de manera muy importante, el engagement con el cliente autónomo.

Autoservicio

Este estudio ha revelado que está cayendo el número de consumidores, por ejemplo en el Reino Unido, que creen que el autoservicio les da más control. Cuando el cliente busca un autoservicio, las preferencias pueden ser muy distintas según la disponibilidad de canales. Más aun, por encima del 75% afirman que debe aparecer siempre en la página web un número de teléfono para poder tener un servicio de ayuda en persona y en vivo.

Fuente: Avaya
Fuente: Avaya

Parece que si bien el cliente autónomo está satisfecho con el concepto de autoservicio, no por ello se olvidan de otras opciones, y que si hay un problema, esperan poder contar con alguien con quien contactar para resolverlo sobre la marcha. Y si no existe esa posibilidad, es bastante probable que se vayan y no regresen nunca.

Redes sociales

El servicio al cliente a través de las redes sociales ha sido el canal de mayor crecimiento en estos últimos cinco años. En estos momentos, el 25% de los consumidores en todo el mundo reconocen haber accedido al servicio de atención al cliente a través de las redes sociales, y uno de cada tres consumidores afirma que las redes sociales en la mejor manera de contactar con una empresa en un momento de urgencia. No hay duda ninguna de las redes sociales deben formar parte de la solución omnicanal que las empresas ofrezcan a sus clientes.

Hacer que el servicio al cliente sea un auténtico y valioso elemento diferenciador requiere que el cliente autónomo se beneficie de una estrategia omnicanal que contribuya al engagement. Las organizaciones necesitan trabajar más duro y a través de más canales. El resultado va a merecer la pena, pues resultará en un mayor engagement con el cliente y en unos mayores beneficios para las marcas.

Documento completo: Autonomous Customer 2015: On hold for Intelligent Customer Service

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