Los consumidores invierten más en empresas digitalizadas

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CLAVES:  

  • Ocho de cada diez consumidores están dispuestos a aumentar su gasto en las transacciones con las empresas si estas están más adaptadas a Internet y tienen sus servicios digitalizados.
  • Por tanto, las empresas que vinculan estrechamente las operaciones comerciales con la experiencia del cliente gozan de mayores beneficios y percepciones positivas por parte de los clientes.
  • De hecho, las organizaciones con una experiencia del cliente inferior podrían conceder alrededor del 10% de la participación de la cartera a sus competidores.
  • Existen grandes diferencias y similitudes entre los compradores online europeos en cuanto al sistema operativo y navegador web que utilizan, entre las similitudes más del 85% de los usuarios de PCs utilizan Windows para comprar online.

En el mundo de las compras online, las compañías deben conocer a sus consumidores y adaptarse a sus necesidades, siendo esta la mejor y la única manera de ofrecer una experiencia de compra óptima.

Ocho de cada diez consumidores están dispuestos a aumentar su gasto en las transacciones con las empresas si estas están más adaptadas a Internet y tienen sus servicios digitalizados, según el informe “El consumidor desconectado” realizado por la consultora Capgemini.

Además, El observatorio de e-commerce y Transformación Digital, ha detectado grandes diferencias y similitudes entre los compradores online europeos, que ha plasmado en su infografía: “Análisis del consumidor medio europeo y por país: ¿Qué dispositivo, sistema operativo y navegador utilizan?”

[section label=”Los consumidores prefieren invertir en empresas digitales” anchor=”Los consumidores prefieren invertir en empresas digitales”]

Los consumidores prefieren invertir en empresas digitales

La digitalización afecta a todos los ámbitos del consumo, ya sea servicios financieros, comercio o turismo. Pese a que esto está asumido por todas las empresas, hay una distancia respecto a la percepción de los clientes. El 77% de las 150 multinacionales encuestadas por la consultora se consideran avanzadas en esta área. Por contra, solo el 30% de los consumidores coinciden en ello. Este caso se hace especialmente claro en las utilities. El 79% de las empresas se consideran digitalizadas, pero solo el 7% lo considera así.

Cuesta mucho sacar adelante programas de mejora en una empresa y cuando esto sucede se ve como un gran logro y esperan que el cliente lo vea así, lo que no siempre sucede”, señala Fernando Rodríguez, director de Capgemini Cosulting en España. “Las empresas dicen estar concienciadas con ello, pero las conclusiones de nuestro análisis demuestran que no es suficiente”.

La adaptación o no a una experiencia digital más conseguida tiene un impacto directo en las cuentas de una empresa. Las 15 compañías mejor posicionadas en el índice desarrollado por Capgemini captaron 35.300 millones de dólares gracias al aumento del gasto de los consumidores, mientras que las 15 peor ubicadas ingresaron apenas 1.200 millones.

Pero también hay una influencia en las compañías en su evolución en Bolsa, según marca el informe. Las 10 primeras del ranking se han anotado subidas de un 16% de media en Bolsa desde 2011, frente al 6% de las peor ubicadas.

Screenshot_4
Fuente: Capgemini

Rodríguez señala que entre los problemas para adaptarse realmente a la nueva realidad digital se encuentra la falta de presupuestos destinados a desarrollar la experiencia digital, una situación que reconocen el 40% de las empresas. Además, más de un tercio de los directivos encuestados apuntan que les falta un alineamiento organizativo para cometer estos retos o falta de formación entre sus empleados.

El consultor asegura que los puntos más demandados por los clientes en la experiencia digital pasan por poder operar en tiempo real con la empresa. Además, en el caso de comercio, piden que se pueda realizar una compra multicanal, uniendo la tienda física y la online. Otro de los puntos es la capacidad de acceder a una atención al cliente de manera digital.

En este último punto se evidencia uno de los puntos más destacados por los clientes encuestados por la consultora. La capacidad de relación con los consumidores es mayor con la incorporación de herramientas digitales. Sin embargo, el 60% de ellos consideran que la empresa no escucha sus peticiones y el 58% lamenta que las empresas no tengan un reconocimiento a su lealtad con la marca.

[section label=”Reino Unido, Francia y EEUU: países con mayor desconexión” anchor=”Reino Unido, Francia y EEUU: países con mayor desconexión”]

Reino Unido, Francia y EEUU: países con mayor desconexión

Las empresas que vinculan estrechamente las operaciones comerciales con la experiencia del cliente gozan de mayores beneficios y percepciones positivas por parte de los clientes. El Reino Unido, Francia y los EE.UU. son las que más desconexión experimentan con sus consumidores. Según la consultora, esta desconexión es más profunda que la centralización del cliente. Los clientes en estos países también clasifican a las empresas en varias cuestiones importantes de una forma más negativa.

Por ejemplo, sólo el 34% de los consumidores estadounidenses creen que las empresas les recompensan por lealtad, la más baja entre todos los países encuestados. Y sólo el 26% de los consumidores en el Reino Unido creen que las empresas entienden sus necesidades.

Los consumidores no quieren ser usuarios pasivos, quieren que su voz sea escuchada y su lealtad recompensada. Sin embargo, la investigación encuentra que muchos consumidores no están recibiendo la atención que desean. Además, en la mayoría de las industrias encuestadas, menos de la mitad de los encuestados creen que su organización proporciona una mejor experiencia al cliente que la competencia.

Screenshot_1
Fuente: Capgemini

[section label=”Las empresas necesitan saber qué experiencias desea el consumidor” anchor=”Las empresas necesitan saber qué experiencias desea el consumidor”]

Las empresas necesitan saber qué experiencias desea el consumidor

Esta desconexión puede resultar costosa, ya que puede ser determinante en cuanto a la fidelidad del consumidor. La encuesta encontró que casi uno de cada cinco consumidores dejó de comprar a una empresa por completo cuando no proporcionó una experiencia positiva.

Screenshot_2
Fuente: Capgemini

Incluso un análisis superficial muestra que las organizaciones con una experiencia del cliente inferior podrían conceder alrededor del 10% de la participación de la cartera a sus competidores. Incluso si una empresa ha estado proporcionando un nivel decente de experiencia del cliente, no conducir mejoras adicionales deja alrededor de 14% de valor adicional en la mesa.

Screenshot_3
Fuente: Capgemini

Para que las empresas tengan éxito, necesitan saber qué experiencias son importantes y por dónde empezar. De acuerdo con Capgemini, la experiencia del cliente consiste en crear cinco conexiones clave, estas incluyen tanto conexiones externas (con el cliente) como conexiones internas (con las diversas unidades y funciones dentro de la organización). Las organizaciones con vínculos más sólidos entre las operaciones comerciales y las métricas de la experiencia del cliente gozan de mayores beneficios.

Screenshot_5
Fuente: Capgemini

[section label=”¿Cómo de diferentes son los compradores online europeos?” anchor=”¿Cómo de diferentes son los compradores online europeos?”]

¿Cómo de diferentes son los compradores online europeos?

El observatorio de e-commerce y Transformación Digital, tras años operando en la mayoría de los países europeos, ha detectado grandes diferencias y similitudes entre los compradores online europeos. Por ello, han analizado su propia base de datos internacional para ver las diferencias de los usuarios europeos en cuanto al sistema operativo, dispositivo y navegador web que utilizan.

Para empezar, Windows, es el rey absoluto en los ordenadores. Si se tiene en cuenta que el número estimado de PCs con Windows en uso activo en el mundo es de más de un billón, no es sorprendente que más del 85% de los usuarios de equipos de sobremesa en Europa utilicen Windows para comprar online.

Screenshot_8
Fuente: Observatorio e-commerce

España está exactamente dentro de la media en cuanto a ordenadores de escritorio. Algunos de los países donde “menos” se utiliza Windows son Suecia y Dinamarca, con un 71% y un 65% de usuarios de Windows respectivamente.

[section label=”Apple y Microsoft se dividen la cuota de mercado” anchor=”Apple y Microsoft se dividen la cuota de mercado”]

Apple y Microsoft se dividen la cuota de mercado

Si se habla de usuarios que acceden desde un dispositivo móvil la perspectiva cambia considerablemente: la cuota de mercado está dividida más equitativamente entre Apple y Microsoft (Aun siendo Android el sistema operativo compatible con la mayor cantidad de dispositivos en el mercado, iOs tiene una cuota de mercado considerable). Para demostrarlo: el iPhone 7 ha sido el smartphone más vendido de los tres primeros meses de 2017.

Screenshot_9
Fuente: Observatorio e-commerce

En España, más del 70% de los usuarios que compraron online venían de un dispositivo Android. Esto también sucede en Eslovaquia, Polonia y Hungría. Por el contrario, en Suecia y Dinamarca Apple tiene la cuota de mercado más alta: entre un 70% y un 85% de los compradores online accedieron desde un dispositivo móvil de Apple.

Además, más del 99% de los nuevos smartphones funcionan con Android o iOs.

[section label=”Google es el navegador por excelencia” anchor=”Google es el navegador por excelencia”]

Google es el navegador por excelencia

Si se calcula la media europea, Chrome resulta el ganador absoluto pues, entre los cuatro navegadores webs más comunes, le pertenece más del 50%. ¿Por qué? Es rápido, seguro y simple. Además, la clave puede estar en que herramientas como Gmail, Google Drive y Youtube que son parte de la familia google con una acceso rápido a todas ellas y con un mismo usuario y contraseña.

En España el uso de Chrome está particularmente extendido. España es el país con más usuarios de Google Chrome con un 65.31%. También, junto con Dinamarca, los Países Bajos y Suecia, los países que menos utilizan Firefox. Así, Internet Explorer está lejos de los números que alcanzó en  sus días, pues España pertenece al top 3 de países con menos usuarios de Internet Explorer.

Screenshot_6
Fuente: Observatorio e-commerce

OBSERVATORIO DE ECOMMERCE Y TRANSFORMACIÓN DIGITAL. [Infografía] Análisis del consumidor medio europeo y por país: ¿Qué dispositivo, sistema operativo y navegador utilizan? Agosto de 2017 [consultado 12-09-2017]. Disponible en: http://observatorioecommerce.com/analisis-consumidor-medio-europeo/

CAPGEMINI. The Disconnected Customer: What digital customer experience leaders teach us about reconnecting with customers. Julio de 2017 [consultado 12-09-2017]. Disponible en: https://www.capgemini.com/es-es/wp-content/uploads/sites/16/2017/07/the_disconnected_customer-what_digital_customer_experience_leaders_teach_us_about_reconnecting_with_customers.pdf

CINCO DÍAS. Los consumidores prefieren gastar en empresas más digitales. 4 de septiembre de 2017 [consultado 12-09-2017]. Disponible en: https://cincodias.elpais.com/cincodias/2017/09/01/companias/1504286611_104868.html

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