{"id":1434,"date":"2018-05-18T09:47:43","date_gmt":"2018-05-18T07:47:43","guid":{"rendered":"https:\/\/www.solunion.com\/blog\/?p=1434"},"modified":"2019-11-22T09:30:31","modified_gmt":"2019-11-22T08:30:31","slug":"decalogo-fidelizar-clientes","status":"publish","type":"post","link":"https:\/\/solunion.com\/en\/decalogo-fidelizar-clientes\/","title":{"rendered":"Dec\u00e1logo para fidelizar clientes"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1434\" class=\"elementor elementor-1434\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4615614e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4615614e\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[{&quot;jet_parallax_layout_image&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;_id&quot;:&quot;9b41429&quot;,&quot;jet_parallax_layout_image_tablet&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_image_mobile&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_speed&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:50,&quot;sizes&quot;:[]},&quot;jet_parallax_layout_type&quot;:&quot;scroll&quot;,&quot;jet_parallax_layout_z_index&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x&quot;:50,&quot;jet_parallax_layout_bg_y&quot;:50,&quot;jet_parallax_layout_bg_size&quot;:&quot;auto&quot;,&quot;jet_parallax_layout_animation_prop&quot;:&quot;transform&quot;,&quot;jet_parallax_layout_on&quot;:[&quot;desktop&quot;,&quot;tablet&quot;],&quot;jet_parallax_layout_direction&quot;:&quot;1&quot;,&quot;jet_parallax_layout_fx_direction&quot;:null,&quot;jet_parallax_layout_bg_x_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size_mobile&quot;:&quot;&quot;}]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-38b12c9e\" data-id=\"38b12c9e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6e2b4a1 elementor-widget elementor-widget-text-editor\" data-id=\"6e2b4a1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Aplicada al comercio, la ley de Pareto dice que el 20% de los clientes genera el 80% de las ventas. Un porcentaje, el primero, \u00a0nada desde\u00f1able que conviene cuidar como un tesoro, m\u00e1s a\u00fan en el competitivo universo online. \u00bfC\u00f3mo? Hace un a\u00f1o, escrib\u00edamos sobre las <a href=\"https:\/\/solunion.com\/tiene-un-ecommerce-estas-son-las-claves-para-que-funcione\">claves para que un e-commerce funcione<\/a>, donde dejamos claro que el precio ya no es el principal <em>driver<\/em> de decisi\u00f3n de compra, sino la rapidez en la entrega, la ausencia de gastos en el env\u00edo o las devoluciones gratuitas. As\u00ed pues, ahora que hemos logrado que el usuario tenga una buena experiencia de compra, hagamos que repita. Para ello hay que dar un paso m\u00e1s en la estrategia hacia la fidelizaci\u00f3n del cliente, que no es lo mismo que retenerlo, que implica obligarle a quedarse con nosotros v\u00eda contrato de permanencia.<\/p><p>Estas son las <b>principales claves<\/b> en las que coinciden los expertos en marketing, algunas, puro sentido com\u00fan que, como dec\u00eda Albert Einstein, es el menos com\u00fan de los sentidos.<\/p><ul><li>En la primera compra, tenga un detalle. No tiene por qu\u00e9 ser v\u00eda descuento, puede ser una nota personalizada dentro del propio pedido o facil\u00edtele la comunicaci\u00f3n ante cualquier duda sobre el producto.<\/li><\/ul><ul><li>El cliente no es un n\u00famero, tiene nombre y apellidos y a la gente le gusta que le llamen por su nombre.<\/li><\/ul><ul><li>Conozca algo m\u00e1s sobre sus gustos a trav\u00e9s de alg\u00fan formulario sencillo y corto, muy corto. Cuidado porque esto suele resultar molesto, h\u00e1galo con sutileza. Aunque cuando uno ya es cliente, suele ser m\u00e1s proactivo a la hora de rellenar cuestionarios, y m\u00e1s a\u00fan si es a cambio de recibir un mejor servicio y\/o producto. Analice, tambi\u00e9n, los comentarios vertidos en su red social, de ah\u00ed obtendr\u00e1 mucha informaci\u00f3n sobre sus clientes y potenciales clientes. Es lo bueno de este entorno, que permite tener un contacto cercano e inmediato con el consumidor, aprov\u00e9chelo para ver tendencias, sugerencias o cr\u00edticas (para mejorar, siempre).<\/li><\/ul><ul><li>En este sentido, igual que las entregas deben ser r\u00e1pidas, la resoluci\u00f3n de problemas tambi\u00e9n debe solventarse con celeridad. Las quejas, si se manejan bien, son una oportunidad para fidelizar. M\u00e1s vale una disculpa a tiempo que tener que lamentarse, no s\u00f3lo de fugas, lo que es peor, de crisis reputacionales de las que luego es muy dif\u00edcil salir. El consumidor no dudar\u00e1 en utilizar las redes sociales para mostrar su malestar y, entonces, la mancha ser\u00e1 muy dif\u00edcil de borrar. Y ya se sabe que antes de comprar, todos buscamos informaci\u00f3n del producto y de la tienda donde podemos comprarlo. As\u00ed que, nunca d\u00e9 la callada por respuesta.<\/li><\/ul><ul><li>Cree comunidad entre sus clientes. Haga que crezca el sentido de pertenencia. Si lanza un producto o quiere testar alg\u00fan dise\u00f1o, p\u00eddales opini\u00f3n.<\/li><\/ul><ul><li>No hay nada que guste m\u00e1s al consumidor que tener SU producto, en may\u00fasculas porque no quiere el del vecino. La personalizaci\u00f3n es un valor a\u00f1adido y, como tal, se acepta sin problema que el precio sea superior. Aproveche, por tanto, la informaci\u00f3n que vaya recabando para ofrecerle productos customizados.<\/li><\/ul><ul><li>Premie la fidelidad con descuentos por segundas compras, promociones estacionales, programa de puntos\u2026 son acciones que siempre gustan, aunque no garantizan la fidelizaci\u00f3n. Tenga cuidado en convertir esta acci\u00f3n en algo habitual y acostumbrar al cliente a comprar cuando recibe un cup\u00f3n. Est\u00e1 bien hacerle un gui\u00f1o, pero sin hacer de ello una marca de identidad porque entonces muchos s\u00f3lo comprar\u00e1n cuando lleguen sus particulares rebajas. Es m\u00e1s, las webs de cupones y\/ofertas est\u00e1n perdiendo terreno en favor de los e-commerce de las propias tiendas (<a href=\"https:\/\/iabspain.es\/wp-content\/uploads\/estudio-ecommerce-iab-2017_vpublica.pdf\" target=\"_blank\" rel=\"noopener\">Estudio anual de e-commerce 2017. IAB Spain<\/a>).<\/li><\/ul><ul><li><em>Cross selling<\/em> o venta cruzada: Aproveche la compra realizada o que se va a realizar para ofrecer otros productos complementarios. Por ejemplo, si mira o compra un pantal\u00f3n, sugi\u00e9rale un cintur\u00f3n. El precio de ese complemento debe ser (sensiblemente) inferior al producto principal. Hay expertos que dicen que no debe superar el 30%. \u00bfSirve esto para fidelizar? Desde luego para aumentar el carrito, pero no tiene por qu\u00e9 ser una acci\u00f3n negativa para el cliente.<\/li><\/ul><ul><li><em>Up- Selling<\/em>: es similar a la estrategia de marketing anterior, pero ofreciendo adquirir algo parecido a lo que se est\u00e1 buscando. Es como cuando uno va a una tienda f\u00edsica y el vendedor le recomienda comprar otro televisor con mejores prestaciones, aunque detr\u00e1s se escondan mayores m\u00e1rgenes para el establecimiento o el inter\u00e9s por liquidar un stock. Siempre que haga ver al consumidor que es una sugerencia que beneficia a su bolsillo, ser\u00e1 bien recibida.<\/li><\/ul><ul><li>Responsabilidad social. Los consumidores aprecian que se destine un porcentaje de la venta a una acci\u00f3n solidaria. Tambi\u00e9n es un valor en alza la llamada econom\u00eda circular, es decir, que el origen del producto sea de un art\u00edculo reciclado.<\/li><\/ul><p>Porque en un mundo donde las compras est\u00e1n al alcance de un clic, hay que trabajarse y mimar mucho al cliente para que no sea infiel.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-221d6b9 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"221d6b9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-fb0fe80 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"fb0fe80\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[{&quot;jet_parallax_layout_image&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;_id&quot;:&quot;8e00e3c&quot;,&quot;jet_parallax_layout_image_tablet&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_image_mobile&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_speed&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:50,&quot;sizes&quot;:[]},&quot;jet_parallax_layout_type&quot;:&quot;scroll&quot;,&quot;jet_parallax_layout_z_index&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x&quot;:50,&quot;jet_parallax_layout_bg_y&quot;:50,&quot;jet_parallax_layout_bg_size&quot;:&quot;auto&quot;,&quot;jet_parallax_layout_animation_prop&quot;:&quot;transform&quot;,&quot;jet_parallax_layout_on&quot;:[&quot;desktop&quot;,&quot;tablet&quot;],&quot;jet_parallax_layout_direction&quot;:&quot;1&quot;,&quot;jet_parallax_layout_fx_direction&quot;:null,&quot;jet_parallax_layout_bg_x_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size_mobile&quot;:&quot;&quot;}]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-6dc295c\" data-id=\"6dc295c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7375fd2 elementor-widget elementor-widget-text-editor\" data-id=\"7375fd2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h5>Valora el contenido<\/h5>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-967efef\" data-id=\"967efef\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-944a125 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"944a125\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[{&quot;jet_parallax_layout_image&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;_id&quot;:&quot;6f287f9&quot;,&quot;jet_parallax_layout_image_tablet&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_image_mobile&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_speed&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:50,&quot;sizes&quot;:[]},&quot;jet_parallax_layout_type&quot;:&quot;scroll&quot;,&quot;jet_parallax_layout_z_index&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x&quot;:50,&quot;jet_parallax_layout_bg_y&quot;:50,&quot;jet_parallax_layout_bg_size&quot;:&quot;auto&quot;,&quot;jet_parallax_layout_animation_prop&quot;:&quot;transform&quot;,&quot;jet_parallax_layout_on&quot;:[&quot;desktop&quot;,&quot;tablet&quot;],&quot;jet_parallax_layout_direction&quot;:&quot;1&quot;,&quot;jet_parallax_layout_fx_direction&quot;:null,&quot;jet_parallax_layout_bg_x_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size_mobile&quot;:&quot;&quot;}]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-32ea888\" data-id=\"32ea888\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5956b9e elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"5956b9e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>\t\t\t\tAplicada al comercio, la ley de Pareto dice que el 20% de los clientes genera el 80% de las ventas. Un porcentaje, el primero,  nada desde\u00f1able que conviene cuidar como un tesoro, m\u00e1s a\u00fan en el competitivo universo online. \t\t<\/p>\n","protected":false},"author":5,"featured_media":8408,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"yasr_overall_rating":0,"yasr_post_is_review":"","yasr_auto_insert_disabled":"","yasr_review_type":"","footnotes":""},"categories":[16],"tags":[],"class_list":["post-1434","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-empresas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dec\u00e1logo para fidelizar clientes - Solunion, Credit and Surety insurance<\/title>\n<meta name=\"description\" content=\"Fidelizar clientes va mucho m\u00e1s all\u00e1 de retenerlos. El precio ha dejado de ser el motor de la compra. Ahora hay que transmitir.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/solunion.com\/en\/decalogo-fidelizar-clientes\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dec\u00e1logo para fidelizar clientes - Solunion, Credit and Surety insurance\" \/>\n<meta property=\"og:description\" content=\"Fidelizar clientes va mucho m\u00e1s all\u00e1 de retenerlos. El precio ha dejado de ser el motor de la compra. 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