Fidelización de clientes en el nuevo entorno multicanal

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Customer Service

Claves:

  • La captación multicanal de clientes se convierte en reto para las nuevas organizaciones.
  • El nuevo modelo de clientes se convierte en un reto al que adaptarse.
  • La gestión de datos se presenta como el principal foco de atención para los próximos años.

Casi el 70% de las organizaciones en EMEA (Europa, Oriente Medio y África) creen que entre un de sus principales retos de futuro está la captación multicanal de clientes. Llegar a clientes cada día más autosuficientes y menos leales a marcas supone importantes desafíos.

Según el estudio Decisioning Vision for 2020, The new rules of customer engagement,  realizado por Experian en 255 empresas, existen nuevas maneras de fidelizar al cliente. De este modo plantea ciertas estrategias aplicables a las grandes empresas financieras y de telecomunicaciones para mejorar y adaptarse a las expectativas de sus clientes a lo largo de los años venideros.

Fuente: The new rules of customer engagement
Fuente: The new rules of customer engagement

En el sur de Europa, la creación e integración de aplicaciones multicanal es vista como un reto de futuro para casi la mitad de los encuestados. A su vez, el 91% de estas lo considera como un reto muy significativo para su negocio, y casi el mismo porcentaje tiene en cuenta el Big Data como el elemento clave de transformación para los próximos cinco años.

Fuente: The new rules of customer engagement
Fuente: The new rules of customer engagement

Estos datos se apoyan en las nuevas características de usuario general: más autosuficiente, realiza comparaciones a través de la web, se informa a través de las redes sociales y de otros comentarios, y requiere atención rápida y directa buscando la eficiencia en las actuaciones de las empresas.

Ante este nuevo modelo de cliente, las grandes empresas financieras y de telecomunicaciones deben dirigir sus esfuerzos en 5 direcciones:

  • Obtener datos: el 68% de los encuestados observa la necesidad de obtener datos estructurados de múltiples fuentes, siempre respetando los derechos de privacidad.
  • Conocer al cliente: obtener una visión completa del cliente y sus circunstancias es considerado como algo esencial para el 42% de las empresas.
Fuente: The new rules of customer engagement
Fuente: The new rules of customer engagement
  • Tomar decisiones con rapidez: proporcionar decisiones al cliente es algo muy importante para más del 80% de las empresas, pero sólo la mitad de ellas creen tener la capacidad para responder ante estas expectativas del cliente.
  • Usar aplicaciones multicanal: casi el 70% de los encuestados considera necesaria la toma de decisiones automatizadas a través de todos los canales y durante todo el ciclo de vida del cliente.
Fuente: The new rules of customer engagement
Fuente: The new rules of customer engagement
  • Realizar análisis avanzados a nivel organizacional: el 35 % de las empresas pretende externalizar este tipo de analítica mejorar la rentabilidad y hacer uso de los beneficios que aporta la gestión del Big Data en la toma de decisiones.
Fuente: The new rules of customer engagement
Fuente: The new rules of customer engagement

Estas son las claves propuestas por Experian para lograr el éxito, seguir siendo competitivas y adaptarse a la revolución digital en el nuevo horizonte que se presenta para los próximos cinco años.

Documento completo: The new rules of customer engagement

documento-completo

 

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