{"id":75735,"date":"2018-12-14T13:46:19","date_gmt":"2018-12-14T11:46:19","guid":{"rendered":"https:\/\/ipmark.com\/?p=75735"},"modified":"2018-12-14T13:46:19","modified_gmt":"2018-12-14T11:46:19","slug":"experiencia-cliente-avanza-dos-velocidades-espana","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=75735","title":{"rendered":"La experiencia de cliente avanza a dos velocidades en Espa\u00f1a"},"content":{"rendered":"<p><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-75740 size-full\" title=\"experiencia-de-cliente-dos-velocidades-DEC\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2018\/12\/experiencia-de-cliente-dos-velocidades-DEC.jpg\" alt=\"Conclusiones del tercer informe sobre Experiencia de cliente elaborado por DEC y la consultora Boston COnsulting Group (BCG)\" width=\"690\" height=\"358\" \/>Mientras que las empresas trabajan la <a href=\"https:\/\/ipmark.com\/experiencia-de-cliente-errores-mas-comunes\/\">experiencia de cliente<\/a> a ritmo de carrera de fondo, los consumidores han hecho un sprint. Cada vez m\u00e1s exigentes, ponen a prueba continuamente los esfuerzos de las marcas. La generaci\u00f3n Z es la m\u00e1s \u2018implacable\u2019.<\/strong><\/p>\n<p>Son algunas de las conclusiones del tercer informe <strong>\u201cReinventarse: el gran reto de la experiencia de cliente\u201d<\/strong>, elaborado por la Asociaci\u00f3n para el Desarrollo de la Experiencia de Cliente (DEC) y la consultora estrat\u00e9gica Boston Consulting Group (BGC) y para el que se ha sondeado a 200 marcas pertenecientes a 20 sectores diferentes, realiz\u00e1ndose m\u00e1s de 20.000 entrevistas.<\/p>\n<p>En los \u00faltimos a\u00f1os la mayor\u00eda de las empresas han mejorado su desempe\u00f1o en experiencia de cliente, pero no es suficiente para satisfacer la demanda de un consumidor digital, ampliamente informado y con unas mayores expectativas en su relaci\u00f3n con las marcas. Aquellas compa\u00f1\u00edas que no innovan ni saben adaptarse al nuevo ecosistema, est\u00e1n siendo <strong>penalizadas por los shoppers<\/strong>, especialmente por los comprendidos entre los 18 y 24 a\u00f1os.<\/p>\n<p>Otro dato preocupante que desvela el estudio es el<strong> descenso apreciado en el nivel de recomendaci\u00f3n<\/strong>. As\u00ed, un 46% de aquellos consumidores que elogiaban determinadas marcas ahora muestran indiferencia e, incluso, un 14% las critican.<\/p>\n<p><strong>PERSONALIZACI\u00d3N<\/strong><\/p>\n<p>Los responsables del estudio recomiendan a las marcas seguir innovando e utilizar las nuevas tecnolog\u00edas, como el <strong>Big Data y <em>advanced analytics<\/em><\/strong>, para entender el comportamiento y las expectativas de cada consumidor y poder as\u00ed proporcionales una experiencia end-to-end totalmente personalizada.<\/p>\n<p>\u201cSe trata de una oportunidad excepcional para la empresas, pues queda patente que aquellas que est\u00e1n apostando fuerte por mejorarla, ven sus esfuerzos recompensados y se colocan al frente del ranking. Ofrecer una experiencia de cliente excelente reporta mayor crecimiento, mayor rentabilidad y menor abandono de la marca\u201d, apunta Jorge Colado, partner &amp; managing director de BCG Madrid.<\/p>\n<p>Por su parte, Jorge Mart\u00ednez-Arroyo, presidente de <a href=\"https:\/\/asociaciondec.org\/\">DEC<\/a>, afirma que \u201cel mundo empresarial tiende a dividirse en dos tipos de compa\u00f1\u00edas, unas que mantendr\u00e1n su relaci\u00f3n directa con los clientes y otras que quedar\u00e1n relegadas a ser meras factor\u00edas proveedoras de las anteriores\u201d.<\/p>\n<p><strong>Te puede interesar&#8230;<\/strong><\/p>\n<p><strong>\u00a0<\/strong><span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/ipmark.com\/experiencia-de-cliente-entrevista-dec\/\">Experiencia de cliente: juego de percepciones<\/a><\/span><\/p>\n<p><span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/ipmark.com\/experiencia-cliente-espana-barometro\/\">Experiencia de cliente. La gran apuesta por el crecimiento<\/a><\/span><\/p>\n<p><span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/ipmark.com\/congreso-dec-experiencia-de-cliente\/\">V Congreso DEC: en busca de la experiencia de cliente efectiva y rentable<\/a><\/span><\/p>\n<p><span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/ipmark.com\/premios-dec-experienica-de-cliente-palmares-2018\/\">Los seis nuevos l\u00edderes en experiencia de cliente<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mientras que las empresas trabajan la experiencia de cliente a ritmo de carrera de fondo, los consumidores han hecho un<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[],"class_list":["post-75735","post","type-post","status-publish","format-standard","hentry","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Experiencia de cliente. \u00bfPor qu\u00e9 crece a dos velocidades?-IPMARK<\/title>\n<meta name=\"description\" content=\"Aunque la mayor\u00eda de empresas han mejorado su experiencia de cliente en los \u00faltimos a\u00f1os, los consumidores digitales exigen m\u00e1s a las marcas.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=75735\" \/>\n<meta property=\"og:locale\" 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