Una de cada tres empresas está perdiendo clientes por su servicio de atención al consumidor

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Businesswoman wearing headset in office.

CLAVES:

  • En la actualidad, el cliente cuenta con múltiples canales a través de los cuales ponerse en contacto con una marca: muchos envían emails, otros dejan comentarios en la web, o utilizan los perfiles de Facebook y Twitter.
  • Pero son varios los estudios que han recalcado que hoy por hoy el email es el canal preferido para las cuestiones relacionadas con atención al cliente.
  • La realidad de la atención al cliente, sin embargo, es alarmante. Una de cada tres empresas no responde a los emails de sus clientes.
  • El 92% de las compañías no se vuelve a poner en contacto con los consumidores para saber si la respuesta ha solucionado realmente el problema.
  • Solo el 22% de las empresas son capaces de responder a las preguntas realizadas en la primera contestación al email del cliente.
  • La buena noticia es que las respuestas son en general rápidas: la media se situó en 17 horas.

En la actualidad, el cliente cuenta con múltiples canales a través de los cuales ponerse en contacto con una marca o empresa, y si hasta hace poco las únicas vías para solucionar dudas o informar de algún percance eran la propia tienda y el call center, hoy son legión los que envían un email, dejan un comentario en la web o se ponen en contacto vía Facebook o Twitter.

De hecho, son varios los estudios que han recalcado que hoy por hoy el email es el canal preferido para las cuestiones relacionadas con atención al cliente, ya que cuenta con la ventaja de que se puede enviar en cualquier momento y no es necesario perder tiempo mientras se espera la respuesta. Uno pensaría, que a estas alturas, las empresas son conscientes de la importancia de email en su relación con los clientes y que lo utilizarían con eficacia y soltura. Pero uno se equivocaría.

Y es que los datos que arroja un reciente estudio de SuperOffice resultan muy alarmantes: una de cada tres empresas no responde a los emails de sus clientes. En un contexto en el que el cliente se ha vuelto cada vez más exigente, y espera mayor eficacia y premura en la atención que recibe, un número considerable de empresas están, directamente, ignorándolo. Con las consecuencias económicas que eso les supone (un cliente insatisfecho es mucho más proclive a cambiar de marca, e incluso a recomendar a otros que hagan lo mismo).

El informe explica que el 32% de empresas que no respondieron al email recibido tenían varias cosas en común: habían sido contactadas a través de un formulario web, se trataba de medianas empresas, y no contaban con una respuesta automatizada que te avisase de que el email había llegado correctamente. Lo que muestra que hay mucho espacio para la mejora de los procesos.

Además, el 66% de las empresas analizadas no contaban con una respuesta automatizada que indicara al consumidor que el email había sido recibido y se estaba trabajando en darle una respuesta. Como consecuencia, los clientes no podían saber si había o no llegado su mensaje, y eran por lo tanto más tendentes a intentar conectar por la empresa por otras vías, lo que multiplicaría el número de peticiones.

Otros datos interesantes son que el 92% de las compañías no se vuelve a poner en contacto con los consumidores para saber si la respuesta ha solucionado realmente el problema, o que solo el 22% de las empresas fueron capaces de responder a las preguntas realizadas en la primera contestación al email. La buena noticia es que las respuestas fueron en general, rápidas: la media se situó en 17 horas, y teniendo en cuenta que cuando los clientes escriben un email esperan una contestación dentro de las 24 horas siguientes, no resulta un mal tiempo.

Otro aspecto que sí habría que mejorar es hacer la información de contacto más fácilmente accesible, ya que el 41% de las empresas no tenían ni una dirección email ni un número de teléfono en un lugar visible de la web.

Cuando las empresas descuidan este área de su negocio, no se dan cuenta de que tiene repercusiones directas sobre los resultados de empresa: ser lentos, no ser capaces de solucionar los problemas planteados y, especialmente, no dignarse a responder las preguntas, irritan y enfadan a los clientes hasta el punto de lanzarlos a los brazos de la competencia.

Así lo confirmó un informe muy reciente de [24]7 que revelaba que el 47% de los consumidores se pasa a la competencia en el plazo de un día tras una mala experiencia de atención al cliente.

SUPER OFFICE. New Study: 1 in 3 companies do not respond to customer service emails. 23 de febrero de 2016 [Consultado 07-04-2016]. Disponible en: http://www.superoffice.com/blog/customer-service-benchmark-report/

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