Como mantener la lealtad de los clientes

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En marketing no existen recetas dado que es una ciencia impura donde no hay leyes sino tendencias.

Sin embargo, es necesario buscar alternativas para generar y  mantener la lealtad de los clientes y para esto, comenzaré diferenciando fidelización de lealtad.

La fidelización sustenta la relación con el cliente en ventajas económicas, dando como resultado una pseuda fidelización, como sexo sin amor, sin compromiso. En cambio, la lealtad, es el estadio supremo de la fidelización, donde aparece un sentimiento hacia la marca que va más allá del ambito comercial.

Cómo lograr ese sentimiento, no es fácil y requiere del esfuerzo constante de la empresa.

El primer paso es capturar datos que permitan: conocer al cliente, siendo capaces de transformar información en conocimiento de clientes; ofrecer las preferencias, como si por arte de magia, la empresa supiera que quiere el cliente y reconocimiento, que el cliente sienta que se le conoce y se le reconoce diferente del resto ofreciéndole productos sólo a él.

Después se debe potenciar la relación con el cliente. Para que esta relación sea positiva, ante todo, debe ser autorizada por el cliente, graduando la intensidad, no ahogando ni abandonando, un buen consejo puede ser utilizar diversos tipos de canales, fono, fax, mail, que previamente el cliente haya mencionado que no le molesta utilizar, con datos que él haya entregado. Por último, esta relación debe tener un sentido para el cliente, que le sirva de algo.

En tercer lugar tenemos la experiencia diferenciada. Investigaciones recientes, muestran que la experiencia de compra es un acto de carácter inconciente. Esto significa que el marketing debe buscar emocionar al cliente a través de una experiencia única, que sólo le da esta marca, diferenciándose y diferenciándolo de otros.

Además, las empresas deben ofrecer alternativas de reunión para sus clientes, que se sientan comunidad, donde puedan compartir experiencias, conocerse y sentirse parte de un grupo que se identifica con una determinada marca.

Por último, es fundamental escuchar, de verdad, la voz de los clientes. Sólo uno de cada 27 clientes insatisfechos reclama. Por esto se hace fundamental crear una gestión de insatisfación de clientes, a través de la cual se aproveche este recurso, dado que la información que entrega la queja es gratis, escucharla puede significar mantener al cliente y fidelizarlo, puesto que estudios revelan que un cliente al que se le acoge una queja es 7 veces más propenso a comprar de nuevo que un cliente común.

Como conclusión, si entendemos la lealtad como un sentimiento, este está siempre propenso a ser arrebatado por otro, por lo que debemos mantenerlo constantemente conquistado!!!

Les recomiendo la descarga del paper Fidelizaci?n y lealtad.pdf, que tiene más datos y referencias, esta muy bueno. 

Saludos!

CL

 

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Comentarios

hola, muy buen artículo, hace poco fui a un congreso y una universidad mexicana presento un estudio que demostraba que los chilenos estan entre los clientes menos leales de latinoamerica, ya que se cambian rapidamente a la empresa que le ofrece las mejores opciones, lo que entonces hace pensar que se debe ser mucho más cuidadoso con ellos, tratar de atraerlos constantemente y como en el amor no dejar que se apague la llama, como tú dices, estar siempre atentos a sus necesidades y a generar satisfacción.

Saludos, Fernanda

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Hola, soy empresario y diseñador, tenia muy pocos clientes y eh realizado varias obras. Tengo la experiencia necesaria para tener mas gente interesada en mis trabajos. Saben que solución encontré? Un amigo agrimensor me recomendó que entre a Internet a la siguiente pagina, que lea el contenido y que me comunique con esas personas, que ellos iban a solucionar todos mis problemas laborales sin que yo haga absolutamente nada.. le hice caso y ahora no me da el tiempo en mi ámbito laboral!

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