Evolución de la experiencia del cliente hacia el modelo omnicanal

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CLAVES:

  • Los clientes actuales utilizan varios canales para ponerse en contacto con las marcas y esto ha provocado una creciente demanda de soluciones de contacto omnicanal.
  • Casi tres de cada cinco usuarios de redes sociales, de todas las franjas de edad, utilizan el móvil para ponerse en contacto con una empresa.
  • Las consecuencias de no escuchar a los clientes o de descuidar las relaciones con ellos puede perjudicar gravemente la reputación de una marca.
  • Una buena estrategia de omnicanalidad debe convertir a los consumidores en clientes.

Los clientes actuales poseen numerosas competencias, utilizan diversas herramientas y están sumamente bien conectados para divulgar información sobre las empresas. Conseguir que la experiencia del cliente sea satisfactoria resulta mucho más complejo en la actualidad, con el uso exponencial de los dispositivos móviles y las redes sociales en todo el planeta. Un reciente estudio de Altitude, centrado en Sudamérica y en Europa central y meridional, no solo revela que los clientes actuales utilizan varios canales para ponerse en contacto con las marcas, sino también que sus expectativas de disfrutar de una experiencia positiva en cada uno de ellos van en aumento.

[section label=”El cliente multicanal” anchor=”El cliente multicanal”]

El cliente multicanal

El cliente omnicanal utiliza una combinación de soluciones de contacto. La demanda de soluciones de redes sociales es la que más se está desarrollando en la denominada generación del milenio. Cuatro de cada cinco clientes (el 82%) llaman por teléfono a los proveedores de productos y servicios. Además, tres de cada cinco (el 62%) optan por el correo electrónico. Sin embargo, posiblemente lo más sorprendente sea que uno de cada cinco (el 20%) se ponen en contacto con sus proveedores a través de Facebook; la cifra se eleva al 29% en la franja de edades comprendidas entre 18 y 34 años, lo que pone de manifiesto la creciente demanda de soluciones de contacto omnicanal por parte de los clientes tanto futuros como actuales.

1
Fuente: Altitude

[section label=”Primacía de los dispositivos móviles” anchor=”Primacía de los dispositivos móviles”]

Primacía de los dispositivos móviles

La función que ya desempeñan las redes sociales en las vidas comerciales y sociales de los clientes es, sin duda alguna, demasiado pujante para pasarla por alto; lo mismo sucede con el poder de los móviles. Casi tres de cada cinco (el 56 %) usuarios de redes sociales, de todas las franjas de edad combinadas, utilizan el móvil para ponerse en contacto con una empresa por este canal, un número significativamente mayor que el de quienes lo hacen desde un PC o una tableta.

2
Fuente: Altitude

Son más clientes los que usan el móvil que el fijo para llamar por teléfono a una empresa; las proporciones son parecidas entre quienes lo prefieren al PC para comunicarse por correo electrónico.

[section label=”Expectativas del cliente” anchor=”Expectativas del cliente”]

Expectativas del cliente

Una consecuencia muy reveladora de esta conectividad instantánea y en constante movimiento es el incremento exponencial de las expectativas de los clientes respecto a los proveedores. A fin de cuentas, si un cliente de pago se puede poner en contacto con el proveedor en cualquier momento y lugar en cuestión de segundos, ¿por qué no iba a esperar una respuesta igual de inmediata? Tres de cada diez clientes (el 31 %) esperan recibir una respuesta a un mensaje de correo electrónico en el plazo de una hora como mucho; nada menos que cuatro de cada cinco (el 81 %) esperan una respuesta en 24 horas.

3
Fuente: Altitude

Sin embargo, si hablamos de redes sociales, las expectativas se disparan. Si un cliente publica un comentario en una red social sobre un proveedor, uno de cada dos (el 47 %) espera una respuesta en el plazo de una hora. Y la empresa, sencillamente, no puede tardar más de un día en contestar: más de 4 de cada 5 (el 84 %) no pretenden esperar más de 24 horas en ser atendidos.

4
Fuente: Altitude

[section label=”Puesta en común de opiniones” anchor=”Puesta en común de opiniones”]

Puesta en común de opiniones

Este asunto no sería tan acuciante si las consecuencias de no escuchar a los clientes o de descuidar las relaciones con ellos no fuesen tan radicales. Siete de cada diez clientes (el 70 %) utilizan Facebook todos o casi todos los días y dos de cada tres clientes (el 63 %) afirman que es menos probable que recurran a una empresa si han leído comentarios negativos sobre ella. Por su parte, aproximadamente el 73 % de los clientes declara que es más probable que opere con una empresa si ha recibido opiniones positivas en las redes sociales.

5
Fuente: Altitude

Es evidente que no incorporar plenamente todos los puntos de contacto y las demandas de los clientes en el mundo actual, tan estrechamente unido, puede perjudicar gravemente la reputación de una marca. En cambio, ofrecer una experiencia de cliente satisfactoria la recompensará con un mayor alcance de sus campañas de marketing y con la adquisición de nuevos clientes.

Es clave preparar una estrategia omnicanal, que permita la elección del canal a cada cliente en cada interacción con la compañía, unir dicha estrategia a coberturas y servicios innovadores que consigan acercarse cada vez más al asegurado 3.0 y así cubrir las expectativas de un cliente cada vez más exigente.

[section label=”Casos de éxito” anchor=”Casos de éxito”]

Casos de éxito

Como ya se ha indicado, la omnicanalidad engloba la comunicación a través de múltiples medios y soportes, involucrando al usuario en los procesos de creación y convirtiéndolo en el centro de cualquier estrategia de comunicación. Por ello, una buena estrategia de omnicanalidad puede convertir a los consumidores en clientes. Un par de casos de éxito:

  • Starbucks

Es una marca que desarrolló su estrategia de omnicanalidad de manera muy coherente y acertada. Con la creación de su aplicación móvil ha conseguido complementar su negocio físico y potenciar la interacción con la marca.

La app permite acumular y canjear premios, encontrar puntos de venta y saber las últimas novedades y promociones. Además, deja pagar con el móvil, consultar los puntos, recargar la tarjeta, visualizar el historial de transacciones y transferir dinero a otros dispositivos. En algunas ciudades, hasta se puede hacer el pedido y recogerlo más tarde.

  • Netflix

Ha basado su estrategia de omnicanalidad en la personalización de contenidos y la posibilidad de continuar las reproducciones de vídeos de un dispositivo a otro, lo que supone una gran comodidad y usabilidad para el usuario.

Quizás esto es lo que ha hecho que durante 2015 fuera la firma favorita de los inversores del mundo, a la vez que sigue creciendo y abriendo nuevos mercados.

DOCUMENTO COMPLETO: Evolución de la experiencia del cliente hacia el modelo omnicanal

ALTITUDE. Evolución de la experiencia del cliente hacia el modelo omnicanal. 2016 [consultado 20-07-2016]. Disponible en: http://pages.altitude.com/hubfs/2016/ASSP/SPIDERMARKETING2016JUNIO/Altitude-Report_FINAL_ES.pdf?utm_medium=email&_hsenc=p2ANqtz–mtt7z3aqw0Qr4nGn9HO8ZTJVPVEo4qUk2j7FMZmrK4ocGHiiiVajiJZHtl9KoXZI589pGNwG1OdQWHyhSZxTR3Io_gw&_hsmi=31591925&utm_content=31591925&utm_source=hs_automation&hsCtaTracking=fb19a1c4-7d1e-469b-a574-3cd264d466c3%7C05e08e38-0ad3-4d8a-8a1c-8ce6bce7d8e6

BARCELONA SCHOOL OF MANAGEMENT – UNIVERSIDAD POMPEU FABRA. MARKETING DIGITAL. Omnicanalidad y casos de éxito. 27 de junio de 2016 [consultado 20-07-2016]. Disponible en: http://marketingdigital.bsm.upf.edu/casos-de-exito-omnicanalidad/

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