{"id":1015,"date":"2020-04-22T13:00:06","date_gmt":"2020-04-22T18:00:06","guid":{"rendered":"https:\/\/www.wework.com\/es-LA\/ideas\/?p=1015"},"modified":"2020-09-15T14:33:39","modified_gmt":"2020-09-15T19:33:39","slug":"las-mejores-estrategias-para-fidelizar-clientes","status":"publish","type":"post","link":"https:\/\/www.wework.com\/es-LA\/ideas\/growth-innovation\/las-mejores-estrategias-para-fidelizar-clientes","title":{"rendered":"Las mejores estrategias para fidelizar clientes"},"content":{"rendered":"\n<p>Retener o fidelizar clientes es mucho m\u00e1s barato y eficiente que adquirir nuevos. El retorno de inversi\u00f3n de la retenci\u00f3n es mayor, ya que permite generar una extensi\u00f3n en el Lifetime Value de tus clientes (CLTV), lo que causa un efecto cascada sobre todas las m\u00e9tricas m\u00e1s importantes de el negocio.<\/p>\n\n\n\n<p>En otras palabras, fidelizar a tus clientes es una de las decisiones m\u00e1s importantes que puedes tomar para maximizar los rendimientos de tu empresa. Esto se debe a que:<br><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Mantener a un cliente actual cuesta<a href=\"https:\/\/hbr.org\/2014\/10\/the-value-of-keeping-the-right-customers\"> entre 5 y 25 veces menos<\/a> que adquirir uno nuevo;<\/li><li>Los clientes actuales son un<a href=\"https:\/\/www.invespcro.com\/blog\/customer-acquisition-retention\/\"> 50% m\u00e1s proclives<\/a> a pagar por un nuevo producto o servicio de tu empresa;<\/li><li>Aumentar la retenci\u00f3n en un 5% puede, potencialmente,<a href=\"http:\/\/www.wheelhouseadvisors.net\/5-reasons-why-customer-retention-is-better-than-customer-acquisition\/\"> aumentar la rentabilidad de tu empresa en hasta un 75%<\/a>;<\/li><li> El 80% de la rentabilidad futura de tu empresa vendr\u00e1 del<a href=\"https:\/\/www.forbes.com\/sites\/alexlawrence\/2012\/11\/01\/five-customer-retention-tips-for-entrepreneurs\/#4a85bc855e8d\"> 20% de tus clientes actuales<\/a>.<\/li><\/ul>\n\n\n\n<p>A\u00fan as\u00ed,<a href=\"https:\/\/econsultancy.com\/companies-more-focused-on-acquisition-than-retention-stats\/\"> un 44% de las empresas<\/a> admiten que su principal foco est\u00e1 puesto en la adquisici\u00f3n de nuevos clientes, y que descuidan la fidelizaci\u00f3n y retenci\u00f3n de los actuales. Con estos n\u00fameros parece contraintuitivo poner tanto foco en las ventas y tan poco inter\u00e9s en mejorar la experiencia del cliente, en trabajar para disminuir el <em>churn<\/em> y aumentar la retenci\u00f3n.<\/p>\n\n\n\n<p><strong>Te compartimos algunas estrategias que te ayudar\u00e1n a fidelizar de manera efectiva a tus clientes.<\/strong><\/p>\n\n\n<noscript class=\"ninja-forms-noscript-message\">\n\tAviso: Se requiere JavaScript para este contenido.<\/noscript>\n<div class=\"wp-block-ninja-forms-form\"><div id=\"nf-form-4-cont\" class=\"nf-form-cont  has-title\" aria-live=\"polite\" aria-labelledby=\"nf-form-title-4\" aria-describedby=\"nf-form-errors-4\" role=\"form\">\n\n    <div class=\"nf-loading-spinner\"><\/div>\n\n<\/div>\n<\/div>        <!-- That data is being printed as a workaround to page builders reordering the order of the scripts loaded-->\n        <script>var formDisplay=1;var nfForms=nfForms||[];var form=[];form.id='4';form.settings={\"objectType\":\"Form Setting\",\"editActive\":true,\"title\":\"\\u00bfEst\\u00e1s buscando tu nuevo espacio de trabajo? 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target=\\\"_blank\\\">T\\u00e9rminos de servicio<\\\/a>&nbsp;e indicas que le\\u00edste y entendiste nuestra&nbsp;<a href=\\\"https:\\\/\\\/www.wework.com\\\/es-LA\\\/legal\\\/privacy\\\" target=\\\"_blank\\\">Pol\\u00edtica de privacidad<\\\/a>.<\\\/small><\\\/p>\",\"label_pos\":\"above\",\"parentType\":\"html\",\"element_templates\":[\"html\",\"input\"],\"old_classname\":\"\",\"wrap_template\":\"wrap\"}];nfForms.push(form);<\/script>\n                <script id=\"nf-tmpl-cell\" type=\"text\/template\">\r\n            <nf-fields><\/nf-fields>\r\n        <\/script>\r\n\r\n        <script id=\"nf-tmpl-row\" type=\"text\/template\">\r\n            <nf-cells><\/nf-cells>\r\n        <\/script>\r\n\r\n        \n\n\n<h2  id=\"apuesta-por-la-experiencia-del-cliente-customer-onboarding\"class=\"wp-block-heading\"><strong>Apuesta por la experiencia del cliente <\/strong><strong><em>(customer onboarding)<\/em><\/strong><\/h2>\n\n\n\n<p>Algunos <em>churns<\/em> cuestan m\u00e1s caros que otros. Perder clientes durante los primeros meses luego de la venta es el camino m\u00e1s corto para ver c\u00f3mo tus costos de adquisici\u00f3n se elevan hasta el cielo. Eso puede ser un problema especialmente serio para las empresas que venden productos y servicios complejos. Si esta historia te resulta familiar, es posible que necesites un <em>onboarding<\/em> efectivo de tus nuevos clientes.<\/p>\n\n\n\n<p>Todos sabemos que la primera impresi\u00f3n es la que cuenta. Y esto tambi\u00e9n es cierto para las empresas. Invertir en la experiencia del cliente puede ayudarte a convertir esa sabidur\u00eda popular en una buena pr\u00e1ctica de negocio. Para eso, es importante<a href=\"https:\/\/www.wework.com\/es-LA\/ideas\/escala-crecimiento\/como-una-empresa-de-moda-digital-resolvio-sus-limitaciones-de-espacio\"> ayudar al cliente a superar los primeros desaf\u00edos<\/a> con los que se encuentra al utilizar por primera vez tus productos o servicios, y garantizar que adquiera los conocimientos necesarios para poder aprovecharlo y disfrutarlo al m\u00e1ximo.<\/p>\n\n\n\n<p><a href=\"https:\/\/audienceops.com\/reduce-saas-churn-fast-customer-onboarding\/\">La complejidad del proceso de <em>onboarding<\/em><\/a> \u2013 su duraci\u00f3n, la decisi\u00f3n de si debe ser online o presencial, cu\u00e1nto debes invertir en \u00e9l \u2013 var\u00eda mucho dependiendo de las caracter\u00edsticas de cada negocio, de sus productos y, por supuesto, del valor del ticket promedio. \u00bfRecuerdas cuando te registraste por primera vez en<a href=\"https:\/\/www.intercom.com\/blog\/strategies-for-onboarding-new-users\/\"> LinkedIn<\/a> y la plataforma te gui\u00f3 paso por paso para que crearas tu perfil? Ese es su proceso de <em>onboarding<\/em>, y es lo que garantiz\u00f3 que puedieras utilizarlo como lo haces hoy.<\/p>\n\n\n\n<p>Desarrolla un plan y garantiza que tus clientes empiecen a ver el valor de tus productos lo antes posible. Si puedes, dales las herramientas para que puedan hacerlo apenas comiencen a usarlo. El <em>onboarding<\/em> de los clientes es el paso cero para su fidelizaci\u00f3n.<\/p>\n\n\n\n<h2  id=\"haz-que-la-atenci%c3%b3n-al-cliente-sea-m%c3%a1s-humana\"class=\"wp-block-heading\"><strong>Haz que la atenci\u00f3n al cliente sea m\u00e1s humana<\/strong><\/h2>\n\n\n\n<p>El motivo n\u00famero uno por el que los clientes cancelan un servicio o dejan de comprar un producto tiene que ver, no con la insatisfacci\u00f3n con el producto o servicio en s\u00ed, sino con la percepci\u00f3n de que ellos como consumidores no son importantes para la empresa que los ofrece. De acuerdo con SuperOffice, esto ocurre en un 68% de los casos.<\/p>\n\n\n\n<p>La urgencia por digitalizar la atenci\u00f3n y llevar adelante una transformaci\u00f3n digital provoca que, muchas veces, las empresas deshumanicen sus servicios y el trato que tienen con sus clientes. Los <em>chatbots<\/em>, los canales automatizados y las herramientas de video ofrecen retornos de inversi\u00f3n incre\u00edbles, pero no por eso debemos ignorar el hecho de que, al final del d\u00eda, todos los negocios no son m\u00e1s que grupos de personas buscando ayudar a otros grupos de personas.&nbsp;<\/p>\n\n\n\n<p>Tener un espacio f\u00edsico bien planificado para recibir a los clientes, entrenar bien a los equipos de atenci\u00f3n, y ofrecer una experiencia humana puede resultar fundamental a la hora de generar fidelidad.<\/p>\n\n\n\n<h2  id=\"invierte-en-marketing-relacional\"class=\"wp-block-heading\"><strong>Invierte en marketing relacional<\/strong><\/h2>\n\n\n\n<p>\u201cRelaci\u00f3n\u201d es una de esas palabras clave que suenan cuando pensamos en generar confianza. Fidelizar a los clientes pasa, invariablemente, por construir una relaci\u00f3n en la que seas capaz de entregar valor y recibir <em>feedback<\/em>.<\/p>\n\n\n\n<p>Para eso, resulta imprescindible contar con un buen CRM, con <em>software<\/em> de automatizaci\u00f3n que te permita ganar escala en tus comunicaciones \u2013 especialmente por email \u2013 y una estrategia robusta en redes sociales. Tambi\u00e9n es importante que te gu\u00edes por encuestas, perfiles (<em>personas<\/em>) de tus clientes bien armados, y una infinidad de tests AB. Nada de corazonadas o <em>feelings<\/em>.<\/p>\n\n\n\n<p>Yendo un poco m\u00e1s all\u00e1, el marketing de contenido es una de las ni\u00f1as bonitas para los marketers en la \u00faltima d\u00e9cada. Los art\u00edculos en blogs, <em>ebooks<\/em>, <em>papers<\/em>, infograf\u00edas, <em>quizzes<\/em> y tantas otras formas de contenido no existen solamente para captar leads, sino tambi\u00e9n para generar valor para aquellas personas que ya son tus clientes.<\/p>\n\n\n\n<p>En definitiva, toda la experiencia de posventa tiene que ver con esto. La idea de que la venta deber\u00eda ser el final de la relaci\u00f3n con cliente ha quedado obsoleta. Si lo que buscas es crear un negocio verdaderamente centrado en el cliente y crear los mecanismos para que \u00e9ste pueda ser exitoso, aprovechando al m\u00e1ximo tus productos y servicios, es esencial contar con herramientas y mecanismos relacionales que incentiven la generaci\u00f3n de <em>feedback<\/em>, establecer buenas relaciones y obtener buenos resultados en tus NPS.<\/p>\n\n\n\n<p><em>\u00bfTe gust\u00f3 este art\u00edculo de Ideas by We? Suscr\u00edbete para recibir m\u00e1s art\u00edculos como este, que te ayudar\u00e1n a aumentar tu productividad y mejorar tu negocio.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Conoce las mejores estrategias para fidelizar a tus clientes, y descubre c\u00f3mo aprovecharlas al m\u00e1ximo para potenciar tu negocio en contextos desafiantes.<\/p>\n","protected":false},"author":1828,"featured_media":1019,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[362],"tags":[],"class_list":["post-1015","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-growth-innovation"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Las mejores estrategias para fidelizar clientes - Ideas by We<\/title>\n<meta name=\"description\" content=\"Conoce las mejores estrategias para fidelizar a tus clientes, y descubre c\u00f3mo aprovecharlas al m\u00e1ximo para potenciar tu negocio. 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