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Qué es fidelización de clientes, estrategias y ejemplos Saltar al contenido Sin clientes no hay empresa. Pero no solo se trata de tener clientes a secas, sino clientes fieles, de los que te compran una y otra vez. En definitiva, quieres conseguir la fidelización de tus clientes . Y ahora viene cuando te preguntas cómo se fidelizan los clientes. Se habla mucho de cómo captar nuevos clientes, pero no se toca tanto el cómo hacer que los clientes que ya te han comprado vuelvan a comprarte. Por eso en Gestion.org vamos a meternos en terrenos un poco menos conocidos. Te mostraremos qué es la fidelización de clientes, qué puedes hacer para lograrla y ejemplos de empresas exitosas con clientes muy fieles . Así que súbete al carro y vamos a recorrer el camino que lleva a los clientes que vuelven.
¿Qué es la fidelización de clientes? Fidelizar un cliente consiste en conseguir que ese cliente que te ha comprado una vez se convierta en habitual y repita la compra siempre que pueda . Tener clientes satisfechos que vuelven a comprarte también ayuda a conseguir clientes nuevos. Si un cliente está contento con tu producto o servicio y lo adquiere varias veces, también lo recomendará a otros posibles consumidores, lo cual aumenta tus opciones de conseguir nuevos compradores. Una ventaja clara de tener clientes fieles es la reducción del gasto de marketing. El llegar a clientes nuevos siempre es una inversión que no suele tener el mismo retorno que tener clientes que te compran habitualmente.
Es necesario conocer a los clientes a los que quieres fidelizar Antes de pensar en cómo fidelizar clientes hay que conocerlos bien. Esto lo podemos hacer con nuestro propio ordenador analizando las métricas que nos dan las redes sociales y Google Analytics . Con ellas podrás averiguar datos tales como sexo, edad, intereses, qué comenta, desde qué lugar y dispositivo visita tu web y muchos más aspectos. El departamento de post-venta también te puede dar información muy valiosa, ya que ellos se dedican en su mayoría a resolver reclamaciones. Saber de qué se quejan los clientes es imprescindible para mejorar los productos y servicios. También puedes elaborar de vez en cuando encuestas de satisfacción . Si deseas que el cliente las responda, hazlas cortas y con preguntas cerradas. Siguiendo todas estas pautas podrás conocer muy bien a tus clientes. Basándote en ese conocimiento elaborarás tus estrategias para fidelizar.
Estrategias de fidelización de clientes Hemos comentado que la fidelización de un cliente puede ser más fácil de alcanzar que conseguir clientes nuevos, pero ten en cuenta que nada es gratis y hay que trabajarlo. Al igual que hay múltiples estrategias para conseguir clientes, también las hay para fidelizarlos y ahora las vamos a ver.
1. Presta una buena atención al cliente Esto es lo primero en lo que debes pensar. Responde sus dudas, cumple los plazos y hazle sentir cómodo . Sin una buena atención es imposible que repita. Si estás de cara al público es bueno que siempre te vean con una sonrisa. Además ten en cuenta estas pautas básicas:
Habla con educación. Exprésate con claridad. Díscúlpate si has cometido algún error. Ya que hablamos de atención al cliente, es lógico mencionar el servicio post-venta.
2. Cuida al máximo el servicio post-venta El departamento de post-venta es otra de las áreas donde el contacto con los compradores es continuo. Es importante ayudar al cliente todo lo posible y con rapidez. Asesórale sobre cómo usar tu producto y ofrécele servicios de reparación. Como tienes datos de los clientes, puedes escribirles de vez en cuando y preguntarles cómo les va con tu producto. Así sienten que te preocupas por ellos y mantienen la buena opinión que tienen de tu empresa.
3. Haz ver a tu cliente los beneficios de comprarte A la hora de comprar todos nos guiamos por las emociones. Por eso es importante que hagas ver a tus clientes los beneficios de tus productos y de comprar en tu empresa . Es lo típico que suelen decir los expertos en marketing: habla de los beneficios, no de las características.
4. Ofrece una recompensa a la fidelidad Si la situación financiera de tu empresa lo permite, puedes ofrecer descuentos y ofertas a clientes habituales, de tal forma que el descuento que les ofrezcas se aplique en la siguiente compra. Esto les hará sentirse cuidados como clientes y tendrán más ganas de comprarte.
5. Diseña un programa de fidelización Los programas de fidelización consisten en una inscripción para llegar a conseguir una serie de beneficios . Estos pueden ser descuentos, envíos gratuitos, ofertas cuando salen nuevos productos, regalos, participación en concursos y todo lo que se te ocurra que encaje con tus clientes.
6. Aprovecha la newsletter Tener un comprador significa tener su email. Envíales tu newsletter con lo que les pueda interesar . Para esto tienes que segmentar tu lista de correo según los intereses de tus clientes. También hay que tener cuidado con la frecuencia de envío y no pasarse. Si envías muchos correos a tus clientes y el contenido de la mayoría de ellos no les resulta útil, dejarán de leer tus correos. Por tanto es muy importante que tu estrategia de email marketing esté definida.
7. Menciona a tus mejores clientes Ten en cuenta a los clientes que te siguen en las redes sociales . Aprovecha cualquier ocasión para mencionarles. Aunque solo sea darles las gracias públicamente por seguirte en las redes sociales y por su contribución al éxito de tu empresa.
8. Cuida a tus trabajadores Tus trabajadores son tus primeros clientes . Si ellos están contentos, los clientes lo notarán en la atención que les dispensan. Además, cuando el empleado está contento en la empresa también recomendará sus productos a otras personas.
9. Atiende las sugerencias y mensajes de los clientes Si pides opiniones y sugerencias a tus clientes, respóndeles y ten en cuenta lo que te dicen para que no sientan que están hablando al vacío. Los mensajes de los clientes no van a ser siempre positivos , pero hay que saberlo afrontar. Recuerda que los mensajes pueden llegarte en privado o de forma pública, como son los mensajes de las redes sociales. En este último caso es importante que respondas con rapidez y piensa que muchas personas están al tanto de tu respuesta. Si quieres ampliar información y profundizar acerca de cómo fidelizar clientes te recomendamos el siguiente vídeo. VIDEO Como ves, puedes utilizar tu imaginación todo lo que quieras para idear estrategias de fidelización de clientes. Si quieres aprender más, lo mejor es ver cómo lo han hecho otras empresas a las que les va muy bien.
Ejemplos de fidelización de clientes en 3 empresas conocidas Ya conocemos algunas estrategias que podemos seguir para lograr la fidelización del cliente. Ahora toca aplicarlas. Para ello lo mejor es ver cómo lo hacen otras empresas que tienen clientes que no dejan de comprarles. Tomaremos los ejemplos de empresas conocidas por todos.
1. Apple ¿Usas los productos de Apple o conoces a alguien que los use? Es increíble ver lo enamorados que están del Iphone sus usuarios. Lo mismo sucede con los ordenadores. La gente que los utiliza dice que jamás volverá a Microsoft, pese a ser equipos más caros. Apple ha conseguido todo estos clientes satisfechos y recurrentes con diferentes estrategias. Su atención al cliente es excelente. También sus productos son innovadores, de diseño atractivo y siempre se han caracterizado por su fácil manejo . La tecnología al alcance de los menos experiementados.
2. Starbucks Muchos son los clientes que dicen que el café de Starbucks no es el mejor del mundo. Pero vuelven allí una y otra vez. Starbucks consigue clientes recurrentes todos los días gracias a su variedad de productos y sus propuestas innovadoras . Fue de las primeras cafeterías en ofrecer wifi gratuita y crear su propia aplicación móvil . Su atención al cliente está cuidada al detalle, especialmente en las redes sociales, y tiene un sistema de recompensas para clientes fieles.
3. Nike La empresa Nike creó una comunidad virtual de corredores en torno a su marca . En esta comunidad los corredores pueden hacer todo esto:
Competir con otros corredores de cualquier parte del mundo. Colgar sus entrenamientos. Crear retos para motivarse unos a otros. Compartir sus itinerarios habituales y dar datos de los kilómetros recorridos. Nike recompensa con planes de entrenamiento y retos deportivos a los integrantes de la comunidad de corredores. Uno de los retos más populares fue la Human Race de 2012 , que se celebró en varias ciudades de todo el mundo y reunió más de 120.000 participantes. Esta comunidad de corredores sirve a Nike para fidelizar clientes y para acceder a muchos clientes potenciales , ya que se sienten parte de la marca. Se trata de un lugar privilegiado para dar a conocer nuevos productos y eventos.
¿Qué estrategias de fidelización de clientes sigues en tu empresa? De todo lo tratado en el artículo se puede deducir que la fidelización de clientes se consigue con algo más que un buen producto. Los clientes valoran mucho que les atiendan correctamente y que la empresa sepa innovar para diferenciarse de la competencia . ¿Tienes ya una estrategia para fidelizar clientes y te está dando resultados? Si es así, te esperamos en los comentarios para que nos cuentes tu expererencia. Seguro que aprendemos mucho de ti.