Los clientes están dispuestos a pagar para que sus dudas se resuelvan correctamente

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Man kissing cell phone outdoors

CLAVES:

  • Tan importante como conseguir nuevos clientes es fidelizar y cuidar a los ya existentes.
  • La falta de atención a los clientes es una de las causas que provocan que muchos se alejen de las marcas.
  • Es necesario mejorar los servicios de atención al cliente.
  • Conocer las preferencias de los clientes en sus contactos con las empresas será esencial para lograr la fidelización.

En su afán por mejorar las cifras de clientes, las grandes empresas realizar todo tipo de actividades e invierten grandes cantidades de recursos en atraer a nuevos clientes. Muchas de ellas, en este proceso, se están olvidando de que esto es tan importante como atender y fidelizar aquellos clientes que ya pertenecen a sus sistemas.

 La falta de atención a los clientes tradicionales es una de las causas que provocan que muchos de ellos se alejen de las marcas.

La atención al cliente

Según una reciente encuesta realizada por Xerox, la correcta atención al cliente es esencial para ellos. Así, del estudio se desprende que más de la mitad de ellos estarían dispuestos a pagar por recibir una atención correcta por parte de las empresas a las que se dirigen para solucionar sus problemas. Los ancianos, con un 70%, y los adolescentes, un 40%, se presentan como los segmentos de población más dispuestos a pagar por este tipo de servicios.

Fuente: Xerox
Fuente: Xerox

Lo que más desean los clientes es conseguir que los atiendan de manera sencilla y eficaz.

“Todos sabemos que la satisfacción del cliente es un indicador clave de lealtad. Ya sea con más experiencia de los trabajadores de atención al cliente, con tiempos de espera más cortos o con un servicio multicanal unificado, hay una oportunidad clara que las marcas pueden aprovechar, utilizando la tecnología mejor, para tratar a cada cliente como un individuo y crear una mayor confianza”, Xerox.

PURO MARKETING. Los consumidores pagarían por una mejor atención al cliente de sus marcas favoritas. 01-12-2015 [consultado 04-12-2015]. Disponible en: http://www.puromarketing.com/14/25917/consumidores-pagarian-mejor-atencion-cliente-marcas-favoritas.html

Aspectos que preocupan a los clientes

Además de no recibir una correcta   atención, los clientes también se preocupan por el uso que las compañías hacen de sus datos cuando se ponen en contacto con ellas.

Fuente: Xerox
Fuente: Xerox

Esta situación se agudiza a medida que aumentamos la edad de los clientes. La media con respecto al total de clientes (de todas las edades) que se sienten en cierto modo disgustados se sitúa en el 31%.

Fuente: Xerox
Fuente: Xerox

Hay que decir que el uso de estos datos para que las empresas puedan realizar productos más personalizados a sus expectativas es algo que tampoco les convence para su compartición.

Fuente: Xerox
Fuente: Xerox

Las preferencias de los clientes

La encuesta de Xerox muestra las preferencias de los clientes en sus relaciones con las empresas. Según sus resultados, los famosos “Call centers” son el canal preferido por el 25% de los clientes.

Fuente: Xerox
Fuente: Xerox

Todos los demás canales, como acabamos de ver en el gráfico (email, chat, asistente virtual o redes sociales) son consideradas como las opciones menos apreciadas.

A pesar de esta preferencia, más de 40% (un 41.6% concretamente), cree que estos servicios sufrirán una evolución de cara al futuro y que serán completamente distintos dentro de un período de 10 años.

Fuente: Xerox
Fuente: Xerox

Es importante realizar una apreciación: los datos del informe no se presentan a nivel global, sino que hay diferencias en las figuras obtenidas según el motivo por el que los clientes se dirijan a las empresas:

  • En los primeros contactos con las empresas, la atención cara a cara es la preferida por un 38% de los clientes.
  • En el caso de hablar de la instalación de un producto o servicio, sobre todo dentro del ámbito tecnológico, esta será la más tenida en cuenta por el 25% de los encuestados.
Fuente: Xerox
Fuente: Xerox
  • Si hablamos de realizar un pago o renovar un servicio usar la propia web de la empresa (su apartado de FAQs) es la vía escogida mayoritariamente por el 23% de la clientela.

Actualmente, el 62% de los clientes opta por ponerse en contacto con el servicio de atención al cliente vía canales tradicionales y solo el 34% por los digitales, pero el estudio resalta también que 1 de cada 2 consumidores no pudo conectar con la empresa a través de su canal favorito porque no era conveniente, por el momento o lugar, o porque no estaba disponible.

PURO MARKETING. Los consumidores pagarían por una mejor atención al cliente de sus marcas favoritas. 01-12-2015 [consultado 04-12-2015]. Disponible en: http://www.puromarketing.com/14/25917/consumidores-pagarian-mejor-atencion-cliente-marcas-favoritas.html
Fuente: Xerox
Fuente: Xerox
Documento completo: The State of Customer Service 2015

doc completo

XEROX. The State of Customer Service 2015. 2015 [consultado 04-12-2015]. Disponible en: https://www.xerox.com/en-us/services/customer-care/customer-service-2015

 

Descargar este documento en PDF

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