La rapidez, el factor más valorado en la atención al cliente

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Online customer service satisfaction survey on a digital tablet

CLAVES:

  • A pesar del auge del comercio electrónico, muchos consumidores todavía siguen prefiriendo comprar en tiendas físicas.
  • Los consumidores valoran, por encima de todo, la rapidez a la hora de recibir la atención al cliente.
  • Existe una importante desconexión entre lo que el consumidor espera de los vendedores y lo que estos creen que ofrecen.
  • Las principales prioridades de inversión tecnológica de los comercios minoristas para 2016, son la tecnología del punto de venta, la venta en canales sociales y la analítica de datos.
  • Tecnologías como los beacons o la realidad aumentada todavía no gozan de mucha popularidad entre consumidores y comercios.

A pesar del rápido crecimiento del ecommerce, no cabe duda de que muchos compradores siguen prefiriendo el modo tradicional, especialmente para determinados productos. Sin embargo, la introducción de nuevos canales de venta e interacción con el cliente han hecho que este se vuelva cada vez más exigente algo que también se traslada a la experiencia de compra en las propias tiendas físicas.

Una atención al cliente rápida, el factor más valorado.

La compañía americana de servicios de gestión de la experiencia de cliente TimeTrade acaba de publicar recientemente un estudio en el que ha encuestado a 5.444 consumidores, con foco en USA, preguntándoles sobre sus percepciones y actitudes a la hora de realizar compras. Una de las cifras más destacadas que revela la encuesta es que los consumidores valoran, por encima de todo, la rapidez a la hora de recibir la atención al cliente. Así, cuando se les pregunta sobre el factor que más valoran a la hora de realizar una compra en un establecimiento, citan “un servicio rápido” como el principal, seguido de “una experiencia personalizada” y “recomendaciones inteligentes”.

Fuente: Timetrade
Fuente: Timetrade

Por contra, si no consiguen esa atención rápida mientras están en la tienda, el 85% de los consumidores decide irse de la tienda y abandonar su intención de compra allí. Algo bastante importante si tenemos en cuenta que muchos encuestados aseguran que es difícil dar con un empleado para que te atienda, especialmente en sectores como el de decoración y muebles, donde son el 75% los que así lo consideran. Según el informe, la experiencia de la compra online nos ha vuelto mucho más exigentes: queremos conseguir los productos al mejor precio y de forma inmediata, también cuando entramos en una tienda.

Timetrade2
Fuente: Timetrade

Desajuste entre lo que el consumidor espera y el vendedor ofrece.

Según el estudio de Timetrade, el 72% de los consumidores planean comprar en tiendas físicas tanto como el pasado año y el 18%, hacerlo todavía más, pero la mayoría espera que los retailers ofrezcan un servicio más rápido y personalizado. De hecho, el informe concluye que hay una desconexión cada vez mayor entre lo que el consumidor quiere y espera y lo que el vendedor le está ofreciendo. Solo el 27% de los encuestados cree que las grandes marcas estén tratando de ofrecer un servicio VIP a sus clientes.

Fuente: Timetrade
Fuente: Timetrade

No solo en las tiendas físicas hay un desajuste entre lo que el cliente quiere y lo que el retailer ofrece, en otros canales la brecha es todavía mayor. Y lo peor es que muchos vendedores lo ignoran.

Así, mientras solo el 27% de los consumidores piensa que los retailers ofrecen una buena experiencia multicanal, el 51% de los comerciantes se siente seguro de ofrecerlo, lo que muestra que las exigencias de unos y otros no son las mismas. De la misma manera, el 51% considera que los call centers están ofreciendo la experiencia más pobre a los clientes, pero solo el 5% de los retailers la considera un área en la que deba mejorar.

Los últimos gritos en tecnología, como los beacons o la realidad aumentada, todavía no gozan de mucha popularidad.

Más de acuerdo se encuentran consumidores y vendedores respecto al uso de tecnologías in-store como los beacons. El 39% de los clientes prefiere que no los haya, y el 44% los acepta siempre y cuando le acaben beneficiando como cliente.

Fuente: Timetrade
Fuente: Timetrade

En cuanto a los retailers, el 47% no está interesado por este tipo de tecnologías, y el 40% sí tiene interés, pero prefiere esperar a que haya soluciones más avanzadas. Solo el 13% cuenta con ellos o planea implementarlos en los próximos meses.

Fuente: Timetrade
Fuente: Timetrade

Los consumidores, por contra, muestran más curiosidad hacia otras tecnologías como la realidad virtual o la realidad aumentada, y solo el 17% dice no tener interés en ellas. Al 38% le gusta la idea, aunque un 45% querría comprobar antes qué tal resultado dan.

Fuente: Timetrade
Fuente: Timetrade

Prioridades de inversión en los comercios minoristas.

Para este estudio, Timetrade también encuestó a 100 responsables senior de compañías de retail, preguntándoles sobre sus planes con relación a la experiencia de cliente. Una de las preguntas estaba referida a las tres principales prioridades de inversión en tecnología que tienen para este 2016.

El 65% afirmó que entre sus principales prioridades de inversión estaba el añadir tecnología en el punto de venta, el 63% marcó también la venta en los canales sociales como otra opción principal, en tercer lugar aparece la inversión en analítica de datos, señalada por un 49%.

La inversión en las tecnologías más novedosas, como los beacons o la realidad aumentada, aparece en las últimas posiciones, únicamente señaladas como prioridad por un 6% y 4% respectivamente. En último lugar, la impresión en 3D todavía es prioritaria únicamente en un 2% de los casos.

Fuente: Timetrade
Fuente: Timetrade

El modelo Uber triunfa entre los consumidores.

Un ejemplo de servicio bajo demanda que está teniendo bastante éxito es el de las empresas de “ride-sharing” o “car-sharing”, cuyo exponente más conocido es Uber. El servicio de Uber, fundada en el año 2009, ya tiene presencia en 58 países y 300 ciudades alrededor de todo el mundo.

En la encuesta de Timetrade, se preguntó a los consumidores que, en el caso de utilizar servicios bajo demanda como Uber, cuál era su principal motivación. El 52% de los encuestados respondió que lo hacían ya que el servicio que ofrecen es “más cómodo”. En segundo lugar el 49% dijo que lo hacían ya que se trata de un servicio “más barato”, seguido de un 35% que afirma hacerlo ya que “representa una alternativa a los servicios tradicionales”.

Fuente: Timetrade
Fuente: Timetrade
Documento completo: Timetrade – The State of Retail 2016

Timetrade10

TIMETRADE. The State of Retail 2016. 24 de Enero de 2016 [consultado 26-01-2016]. Disponible en: http://www.timetrade.com/files/content_resource/TimeTrade_State%20of%20Retail%202016_Final.pdf

Descargar este documento en pdf

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