“La crisis ha abierto el apetito por la fidelización, sobre todo en los mercados maduros”. Con estas palabras ejemplifica José Luis Sancho, socio responsable de CRM de Accenture, el interés que ha despertado la retención de clientes. Acto seguido, enumera las claves para tener éxito en esta tarea:
1. Marca: en momentos de dura competencia, una marca que aporta valores diferenciados es un activo muy útil para retener a la clientela. “Las marcas fuertes generan compromiso. El caso más claro es el de Apple”, asevera Sancho.
2. Información: el conocimiento del cliente es la base de la fidelización. Hay que segmentarlo, pero también se debe lograr llevar lo conocido a pie de calle y aprender a reconocer al usuario.
3. Multicanalidad: un cliente debe ser capaz de relacionarse con la empresa por distintos canales con la misma soltura. Incluso realizar parte de los trámites por de forma telemática y otros de manera presencial. Para ello, la organización debe disponer de vasos comunicantes que permitan a los canales trabajar de forma coordinada.
4. Servicios: trabajar de una manera integrada es necesario, pero no siempre es evidente. Una firma debe hacer converger en la medida de lo posible sus productos en un usuario, ha de mezclar los servicios que presta.
5. Innovación: huir de la rutina. “Cuando nos relacionamos con una marca el aburrimiento es tremendo. No se trata de tratar bien al cliente, sino de introducir alguna alegría de vez en cuando”, explica Sancho.
6. Recursos: la fidelización no sale gratis. Requiere un desembolso. “El presupuesto de marketing ha sido uno de los que más se ha visto afectado por la crisis. Hay que idear fórmulas para sacar adelante las ideas”, explica el socio de Accenture. “La fidelización debe tener un resultado directo, no etéreo, porque eso es lo que permite recabar nuevos recursos para sacar adelante otras iniciativas”.
Leído en Cinco Dias.com
Paola Miani 
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