El blockchain puede ayudar a las compañías en la fidelización de sus clientes

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CLAVES:  

  • El blockchain podría ser la tecnología idónea para el desarrollo de la industria 4.0 gracias a su alto grado de conectividad y automatización.
  • Existen softwares basados en blockchain como Incent, que permite crear fichas que todos los comerciantes que utilizan su red pueden usar y ofrecérselas a sus clientes como recompensas.
  • Blockchain puede ayudar a los negocios a retener más clientes, ya que aumenta la transparencia dentro de la transacción.
  • Además, gracias a su adaptabilidad, conectividad y transparencia el blockchain puede mejorar significativamente los costes de la eficiencia y reducir la cadena de valor.

Blockchain, la tecnología digital que ofrece un nuevo modelo para el intercambio y la seguridad de los datos y les facilita a las empresas trabajar de manera cooperativa a través de Internet podría no sólo impulsar la industria 4.0, sino que además es capaz de transformar cadena de valor e impulsar la manera en que las empresas aumentan la fidelidad de sus clientes.

[section label=”El papel del blockchain en la Industria 4.0″ anchor=”El papel del blockchain en la Industria 4.0″]

El papel del Blockchain en la Industria 4.0

La industria 4.0 la componen fábricas inteligentes que debido a su alto grado de conectividad y automatización son capaces de mantener un nivel muy elevado de autogestión. Siendo incluso capaces de atender la fabricación de pedidos de forma automática o semiautomática y ofrecer así precios competitivos.

En los próximos años, los procesos de producción deberán ser capaces de fabricar miles de configuraciones diferentes de un producto y producir pequeños lotes a precios muy competitivos. La demanda cada vez es más sofisticada y requiere de productos más inteligentes y personalizados, por lo que toda la cadena de valor deberá adaptarse a este nuevo paradigma.

De cara a afrontar dicho reto, las fábricas inteligentes deberán automatizar tanto sus procesos internos como externos, minimizando el coste de todos aquellos procesos y costes indirectos que encarecen la producción unitaria. Es por ello que deberían tener la capacidad de comunicarse y coordinarse con el exterior con el objetivo de ofertar automáticamente, reconocer un nuevo pedido, verificar su pago, lanzar la producción de forma automatizada e incluso coordinar la logística de entrega del producto.

El Blockchain podría ser la tecnología idónea para dar un salto cualitativo en la coordinación cooperativa de todos los procesos industriales; pero especialmente en aquellos procesos complejos en los que intervienen diferentes organizaciones y requieren de un sistema confiable para la coordinación de los mismos. Así como coordinar a pequeños y medianos actores locales para poder ejecutar procesos productivos de pequeños lotes, incluso unitarios, a precios competitivos.

Con blockchain se podrían automatizar los procesos, transacciones y relaciones entre diferentes partes de la cadena de valor y procesos productivos. La cadena de bloques se convierte en el elemento de confianza entre las partes, automatizando muchos procesos que a día de hoy se hacen de forma manual.

Sin embargo, la industria 4.0 no es una realidad ya consolidada, se trata de una nueva revolución industrial sobre la que se comenzó a hablar hace tan solo unos pocos años y en la que están trabajando activamente los principales actores industriales.

En España la mayoría de las empresas se encuentran en la primera fase de la industria 4.0, es decir, la conexión de la red de operaciones industriales a la red corporativa, e incluso internet, con el fin de explotar los datos y ser más eficientes. Gracias a la explotación de dichos datos las fábricas pueden mejorar sus mantenimientos predictivos, ahorrar energía, optimizar la organización de la producción, etc. Algunas sí que han pasado a la segunda fase, aunque en menor número, y comienzan a preparar los primeros pilotos de interoperabilidad para los próximos meses. No obstante, para la segunda fase existe un gran incertidumbre y desconfianza, y es precisamente en ese punto donde tecnologías como Blockchain pueden impulsar definitivamente el despliegue de la Industria 4.0.

El uso de blockchain abre un nuevo tipo de economía en la que los propios dispositivos mediante comunicaciones M2M (Machine to Machine) serán capaces de llegar a acuerdos de suministro de materias primas, piezas, mantenimiento, energía, delegación y coordinación de la producción o incluso logísticos. Estos acuerdos serán reflejados en Smart Contracts y su pago se ejecutará de manera automática cuando se cumplan las condiciones establecidas en dichos contratos. De esta manera, se evita la intermediación de terceros en las transacciones.” Asegura Óscar Lage Serrano, Responsable de Ciberseguridad de Tecnalia y co-autor con Alex Preukschat, del libro “Blockchain: La revolución industrial de Internet”.

[section label=”Incent, el software basado en la tecnología blockchain” anchor=”Incent, el software basado en la tecnología blockchain”]

Incent, el software basado en la tecnología blockchain

Mediante la tecnología Blockchain las empresas son capaces de operar y establecer una red de conservación del servicio al cliente. Debido a que los datos no pueden ser cambiados o borrados, la pista o la cadena es permanente y pública.

Actualmente, los usuarios se enfrentan a muchos inconvenientes ante los programas de fidelización, el 58% no hacen uso de este tipo de programas. El 94% de los consumidores dice que podrían realizar pagos mediante el móvil y gracias a la tecnología blockchain si se les ofrecieran algún tipo de recompensa o beneficio.

Incent es un software basado en la tecnología blockchain que crea fichas que todos los comerciantes que utilizan su red pueden usar y ofrecérselas a sus clientes como recompensas. El intercambio ocurre instantáneamente y se puede acceder a las fichas a través del teléfono o el navegador web móvil del cliente. Debido a esta experiencia omnichannel, los usuarios pueden transferir, vender o intercambiar sus fichas en los mercados abiertos para otras muestras de fidelidad de dinero fiduciario.

Screenshot_56
Fuente: CMS Wire

Blockchain puede utilizar para ayudar a los negocios a retener más clientes, ya que aumenta la transparencia dentro de la transacción. Las bases de datos blockchain son públicas y permanentes, es decir, la confianza se incrementa, y el sesgo se elimina. Además, los clientes entienden que sus datos están seguros y son menos propensos a ser cortados o alterados, por lo que es más probable que prefieran las empresas que utilizan la tecnología blockchain.

El Blockchain es igual a descentralización, y esta ofrece la promesa de la cooperación casi libre de fricción entre los miembros de las redes complejas, que pueden agregar valor a la otra permitiendo la colaboración de las autoridades centrales y sin intermediarios. Debido esto, cualquier comerciante que es parte de la red Incent puede utilizar las fichas. Esto significa que los clientes son incentivados al poder volver y hacer negocios con esa compañía otra vez.

Screenshot_57
Fuente: CMS Wire

Hay un número finito de fichas de recompensa disponibles, y esto va a aumentar el número de comerciantes que operan bajo la red de Incent. La clave del blockchain es que es una tecnología que se puede utilizar en cualquier cosa de valor.

Además de esto, hay que destacar su gran adaptabilidad, ya que es capaz de tener cualquier número de usuarios capaces de acceder a un gran número de datos. Esto también hace que sea rentable ya que este libro de contabilidad compartida significa que los sistemas internos no requieren tantas auditorías, por lo que ciertos procesos podrían ser eliminados.

Screenshot_58
Fuente: CMS Wire

[section label=”El blockchain podría transformar la cadena de valor” anchor=”El blockchain podría transformar la cadena de valor”]

El blockchain podría transformar la cadena de valor

La última estimación de IBM del potencial de ahorro al aplicar el blockchain en las cadenas de suministro globales es más de 100 mil millones de dólares al año, y una parte sustancial del mismo se ocupa de los movimientos de los productos básicos.

Por tanto, el blockchain puede mejorar significativamente los costes de la eficiencia y reducir la cadena de valor. Por ejemplo, aplicada al mercado agrícola, permitiría realizar un seguimiento de un producto a través de todo su ciclo de vida. Las etiquetas RFID, sensores IoT, y códigos de barras ya son ampliamente utilizados en las cadenas de suministro agrícola. La tecnología Blockchain puede tomar la cadena de suministro agrícola a un nivel completamente nuevo, haciendo un seguimiento de los productos en cada paso de la cadena de valor – desde la granja hasta el tenedor – y compartiendo esos datos con todos los participantes.

Además, el Blockchain proporcionan una completa transparencia de datos. Los participantes en el mercado de productos básicos pueden registrar la transferencia de las mercancías, la identificación de las partes involucradas, el precio, la fecha, la ubicación, la calidad, el estado actual del producto, y cualquier otra información que pueda ser relevante para la gestión de la cadena de valor. Esta información es visible para todos los participantes en la cadena en todo momento; cada cambio, interrupción, demora, y el movimiento es completamente transparente para todos.

Por último, es cierto que una tarifa de transacción de un 1% puede no parecer mucho, pero en una cadena de suministro de 15 pasos puede suponer un lastre económico. Por tanto, las compañías se ven obligadas a seguir con las cadenas de suministro cortas y las transacciones mediante la carga de contenedores, porque es demasiado ineficiente tener más enlaces en la cadena de suministro. La descentralización que ofrece el blockchain podría tener enormes repercusiones para la economía, ya que cualquier transformación que ayuda a las pequeñas empresas a competir con gigantes tendrán importantes efectos globales.

HARVARD BUSINESS REVIEW. The Promise of Blockchain Is a World Without Middlemen. 6 de marzo de 2017 [consultado 21-03-2017]. Disponible en: https://hbr.org/2017/03/the-promise-of-blockchain-is-a-world-without-middlemen?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+harvardbusiness+%28HBR.org%29

FINEXTRA. Blockchains for Efficient Commodity Management. 6 de marzo de 2017. [consultado 21-03-2017]. Disponible en: https://www.finextra.com/blogposting/13792/blockchains-for-efficient-commodity-management?utm_medium=rss&utm_source=finextrafeed

CMS WIRE. How to Use Blockchain Technology to Retain More Customers. 22 de febrero de 2017 [consultado 21-03-2017]. Disponible en: http://www.cmswire.com/information-management/how-to-use-blockchain-technology-to-retain-more-customers/?utm_source=cmswire.com&utm_medium=web-rss&utm_campaign=cm&utm_content=all-articles-rss

EL ECONOMISTA. Blockchain es la herramienta idónea para el desarrollo de la Industria 4.0. 13 de marzo de 2017 [consultado 21-03-2017]. Disponible en: http://www.eleconomista.es/tecnologia/noticias/8217159/03/17/Blockchain-es-la-herramienta-idonea-para-el-desarrollo-de-la-Industria-40.html

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