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Qué es el benchmarking y cómo influye en marketing Saltar al contenido ¿Quieres que tu empresa evolucione o prefieres que se haga siempre lo mismo? Cualquier empresario con unas aspiraciones mínimas busca el avance y la mejora, y una de las formas de conseguirlo es aplicando la técnica del
benchmarking , que veremos en esta artículo.
La innovación es fundamental en toda estrategia o plan de marketing , pero también lo es buscar aquello que ya está funcionando y adaptarlo a tu empresa. Una buena forma de hacerlo es fijarte en las acciones de la competencia o de empresas de otros sectores para nutrirte de sus experiencias y poder aprender de ellas .
En esto consiste el benchmarking y ahora mismo vas a ver cómo se aplica. ¡Acompáñanos!
¿Qué es benchmarking? Lo primero que hemos de conocer es el significado de benchmarking y para ello te presentamos esta definición de la Wikipedia :
El benchmarking consiste en tomar «comparadores» o benchmarks a aquellos productos, servicios y procesos de trabajo que pertenezcan a organizaciones que evidencien las mejores prácticas sobre el área de interés, con el propósito de transferir el conocimiento de las mejores prácticas y su aplicación.
Dicho de una forma más sencilla, la práctica del benchmarking se basa en recopilar información y sacar de ella nuevas ideas . Dicha información la obtendremos de los líderes o competidores más fuertes del mercado.
No solo se trata de recoger información sino también de comparar. Lo que se suele hacer es tomar una empresa que destaque en un área determinada, compararla con el negocio propio, sacar conclusiones y ponerse manos a la obra para mejorar los procesos según las conclusiones obtenidas en el estudio.
Tipos de benchmarking El benchmarking puede aplicarse a todos los departamentos empresariales. Las personas que se encargan de llevarlo a cabo empiezan primero analizando los aspectos de la empresa que pueden avanzar más y después determinan qué empresas de la competencia son las mejores en estas áreas para aprender de ellas.
Incluso existen empresas que se dedican exclusivamente al benchmarking y lo hacen para otras compañías clientes.
Existen distintos tipos de benchmarking que describimos a continuación.
1. Benchmarking interno Esta práctica se denomina benchmarking pero no se ajusta realmente a la definición dada, ya que no se está comparando una empresa con otras de la competencia.
Lo que se hace es comparar dos áreas de la misma organización. Imagina que tienes una empresa con diferentes departamentos pero no todos están funcionando igual, ya que unos obtienen mejores resultados que otros. Con la técnica del benchmarking se toma como referencia las prácticas del departamento más exitoso para aplicarlas a los demás.
Esta forma de proceder incluye la identificación de los modelos de funcionamiento de las empresas y mejora la cooperación para la resolución de problemas.
2. Benchmarking funcional o genérico La base de esta técnica es el estudio de la manera de proceder de varias empresas en un área determinada. Por ejemplo, una empresa puede estudiar cómo funciona el departamento de logística de otras compañías líderes o referentes en este ámbito.
Estas empresas que se toman como referencia no tienen por qué ser de competidores directos de la empresa que hace el estudio. Pueden ser competidores indirectos o incluso empresas de sectores diferentes . Una empresa puede no ser del mismo sector que la tuya pero pero quizá lleve a cabo estrategias que puedas adaptar a tus procesos de producción.
3. Benchmarking de competencia directa Este tipo de benchmarking es el que más se ajusta a la definición dada pero en la práctica es muy difìcil de realizar.
Consiste en recopilar información acerca de empresas competidoras directas . La información que se busca es sobre productos, servicios, estrategias y resultados para comparar con la propia compañía. Como acabamos de comentar, hacer esto es extremadamente complicado porque ninguna empresa comparte esta información ya que los resultados de su balanza dependen de ello.
La dificultad de esta práctica lleva a las distintas compañías a contratar a otras especializadas en benchmarking. La protección de la información es algo que las empresas llevan a rajatabla. También existen patentes que impiden el plagio de productos y formas de gestión.
4. Benchmarking no competitivo En este caso se realizan estudios de empresas no competidoras. Estas son de sectores productivos diferentes o bien del mismo pero se encuentran muy alejadas entre sí, con lo que no hay competencia directa .
Este método tiene la ventaja de que la información puede conseguirse más fácilmente. Por otra parte, al no ser empresas semejantes, es más costoso adaptar a la propia organización los datos obtenidos.
5. Benchmarking de competencia latente En el benchmarking de competencia latente, la empresa que recoje la información es de diferente tamaño a la empresa competidora.
Lo más frecuente es que una empresa pequeña o mediana se vaya a comparar con una empresa grande. También puede ocurrir que a una empresa grande le interese estudiar ciertos aspectos de una empresa pequeña o incluso estudiar a compañías que todavía no han salido al mercado.
¿Cómo se realiza un análisis de benchmarking? La realización de una estrategia de benchmarking tiene unos pasos a seguir definidos que debes seguir de forma ordenada.
1. Define qué necesitas mejorar Un análisis DAFO te ayudará a ver cuáles son los aspectos más urgentes que debes mejorar . En base a los resultados del análisis también verás qué tipo de técnica de benchmarking te conviene más. Puede que sea mejor hacer un benchmarking interno o sea preferible analizar a otras empresas.
2. Elige a las personas más adecuadas para realizar el estudio En función de qué tipo de benchmarking quieras realizar las personas que lo harán serán unas u otras. La decisión más importante aquí es si se quiere que las personas responsables del benchmarking sean gente de la propia compañía u otros especialistas externos .
3. Determina qué compañías analizarás Ya hemos visto que se puede analizar a empresas competidoras o bien a otras que no supongan competencia directa. Piensa en las empresas a las que te gustaría que se pareciese tu propia empresa. No olvides tampoco a esas firmas que se ven por todas partes aunque a ti no te gusten demasiado. Si les va tan bien, por algo será.
Lo importante es que las compañías que elijas para estudiar estén obteniendo buenos resultados en los aspectos que a ti te gustaría mejorar para tu propia empresa.
4. Empieza a analizar a las empresas elegidas Cuando empieces a extraer datos de otras empresas, extrae los mismos de la tuya, ya que si no la investigación no sirve para nada. Clasifica y ordena todos los datos que obtengas .
5. Interpreta los resultados de la información obtenida La obtención de datos de las empresas competidoras puede llevar meses. Conseguirás muchos números y gráficas que debes cruzar con los de tu empresa. Según los resultados que obtengas debes actuar para conseguir las mejoras perseguidas.
6. Implementa las mejoras que hayas decidido aplicar Para que los estudios no queden en papel mojado no hay nada mejor que aplicar las mejoras decididas en función de los resultados. Ahora lo que hay que determinar es el calendario de aplicación de dichas mejoras y quiénes son las personas más adecuadas para implementarlas.
Las personas que implementen las mejoras pueden ser o no las que han hecho el estudio. Evidentemente han de ser empleados de la empresa.
7. Mide los resultados El último paso consiste en tomar datos y medir qué resultados están dando las mejoras que se han introducido, comparando estos últimos resultados con los objetivos iniciales. Así es como sabrás si las mejoras han llevado a lo que se buscaba.
Como conclusión debe quedar claro que el benchmarking no debe ser un plan en sí, y sería un error pensar que podemos emplear las mismas técnicas de otra empresa para aumentar nuestras ventas. Esto, además de una falta de profesionalidad, sería un mala estrategia de marketing, porque nos llevaría a crear un producto que no se diferencia de la competencia.
Ejemplos de benchmarking En esta sección vamos a mencionar ejemplos de cómo puede hacerse un estudio de benchmarking entre varias empresas competidoras . La protagonista será Starbucks, una compañía grande que ha hecho uso del benchmarking para mejorar su atención al cliente.
1. Starbucks, McCafé y Dunkin’ Coffee En este ejemplo veremos cómo se realiza un análisis de distintos aspectos de varias organizaciones, ya que este proceso es clave para desarrollar las acciones que hacen evolucionar a las empresas. Vamos a basarnos en un vídeo (que veremos más abajo) en el que se realiza el estudio de las 3 marcas mencionadas en el título. Los aspectos estudiados fueron:
Precios. Atención al cliente. Fidelización del cliente. Presencia en redes sociales. Promociones. Público objetivo. Grado de fidelización a la marca. Tienda física. En cuanto al precio, Starbucks es más caro que su competencia teniendo en cuenta los mismos tamaños y precios de productos. Es en parte por esto que el público objetivo de esta cadena cafetera son personas con ingresos medios o altos . En cambio, McCafé destaca por sus precios bajos.
El precio también influye en el grado de fidelización a la marca. En Starbucks el grado de fidelización es alto, mientras que en McCafé es bajo. La gente suele ir a este último sobre todo por ser barato.
El espacio físico de Starbucks siempre ha destacado. Si conoces a alguien que frecuenta sus locales probablemente te haya dicho que se siente como en casa. Esto es porque las cafeterías están adaptadas a la cultura local del sitio donde se encuentran y además incorporan en su decoración historias de la empresa para que los clientes las sientan como suyas.
Los establecimientos de McCafé también están adaptados a la cultura del lugar. Quizá la cafetería que menos se adapta de las tres es Dunkin’ Coffee. La mayor parte de las cafeterías de esta cadena son similares, primando los diseños modernos y los colores corporativos, que son bastante llamativos y les sirven como seña de identidad.
Esta adaptación a la cultura local es tal que un establecimiento de Starbucks en un pais no tiene nada que ver con el de otro. Por ejemplo, los Starbucks de China tienen mesas largas porque allí la gente acude en grupos. En Estados Unidos, en cambio, predominan las mesas individuales porque la mayoría de los estadounidenses suelen ir a estas cafeterías solos o en pareja.
Aunque parece que en una cadena de cafetería la atención al cliente pueda estar algo «robotizada», Starbucks ha trabajado para que no sea así. Los empleados son jóvenes, diversos, siempre atienden sonriendo y los nombres de los pedidos llevan el nombre del cliente . Esto es algo que se ve en pocos establecimientos.
McCafé y Dunkin’ Coffee tienen una atención al cliente que se caracteriza por su rapidez, sobre todo en el caso de McCafé. Esta última cadena es de McDonalds y sigue su misma línea, en la que prima por encima de todo un servicio rápido.
En cuanto a las promociones, tenemos que Starbucks suele ofrecer promociones puntuales. Dunkin’ Coffee ofrece muchas promociones y McCafé muy pocas.
Las redes sociales también son una fuente de éxito para Starbucks debido al cuidado que llevan de su marketing en estos sitios. Tiene un blog , crea contenidos varias veces al día en sus redes sociales y responde rápidamente a los comentarios. Dunkin’ Coffee no tiene tanta presencia en redes sociales y McCafé las utiliza muy poco.
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2. Uso real del benchmarking por parte de Starbucks La incursión de las empresas de comida rápida en el mundo de la venta de café fue una de las razones que empujó a Starbucks a iniciar un proceso de benchmarking.
Starbucks decidió evolucionar porque percibió que había un aspecto de su proceso que necesitaba mejoras : el tiempo de preparación de los cafés. Este tiempo es fundamental para satisfacer a los clientes.
¿En quién se fijo Starbuscks para optimizar el tiempo de preparación de sus cafés? Fue en una de las empresas más importantes de mundo: Toyota. Se trata de un caso de benchmarking no competitivo ya que se estudia una empresa no competidora. En todo caso fue lo mejor que hicieron ya que el gigante automovilístico japonés es una referencia a seguir en cuanto a optimización de tiempo.
Starbucks comprobó que el 30% del tiempo que consumen los empleados en preparar el café se pierde en ir a buscar y escoger los ingredientes. Tras analizar a Toyota, se implementaron una serie de mejoras destinadas a reducir el tiempo de preparación de los cafés.
Eso incluyó un rediseño del puesto de trabajo , de tal forma que todo estaba más cerca de los camareros. Estas mejoras redujeron en un 20% el tiempo de preparación de los productos.
3. El benchmarking en el mundo del marketing online El marketing online está en pleno boom y es uno de los ámbitos donde más se utiliza el benchmarking. Si se trata de investigar a la competencia, en Internet es bastante fácil.
Uno de los ámbitos más populares dentro del marketing online es el SEO . Todas las empresas quieren aparecen en la primera página de Google, por ello los profesionales que se dedican al posicionamiento web están tan demandados.
¿Cómo trabajan los expertos en SEO? Un profesional del SEO tiene muchas habilidades pero una de las más importantes es investigar a la competencia. Aparecer en la primera página del buscador no solo depende de tu web, sino de la fuerza de tus competidores.
La fuerza de la competencia se puede estudiar con multitud de herramientas, algunas gratuitas y otras de pago. Obviamente las herramientas de pago van a proporcionar resultados más precisos. Algunas de estas herramientas son Semrush y Ahrefs , ambas de pago.
Con Semrush obtendrás los siguientes datos tuyos y de tu competencia:
Palabras clave posicionadas. Análisis del tráfico. Análisis de enlaces entrantes. Dificultad de las palabras clave. Comparación entre varios dominios. Análisis de redes sociales. Ahrefs, por su parte, es una herramienta que sirve para ver ranking de la URL que se introduce. Es conocida sobre todo por su análisis de enlaces de referidos que apuntan hacia la página web que se quiere estudiar.
Una de las vertientes del posicionamiento web es el linkbuilding , lo cual significa que los sitios web que te enlazan son importantes para posicionar en lo más alto del ranking de Google, así como el tipo de enlace.
Ya que hemos visto 2 ejemplos de herramientas premium para el análisis de páginas web, mencionamos también una aplicación gratuita muy útil, como Similarweb. Introduciendo una URL cualquiera ofrece datos de visitas y tiempo de estancia de los usuarioa en la web analizada. También muestra un ranking del sitio web en su país de ubicación y en todo el mundo.
¿Qué ha significado para ti la aplicación del benchmarking? El benchmarking se puede aplicar en nuestra estrategia de marketing para convertirla en un plan completo que nos lleve a obtener buenos resultados. Todas las ideas que puedan enriquecer nuestro plan son buenas, por eso no está de más fijarse en empresas referentes y en sus estrategias para lograr un comportamiento eficiente de nuestros propios productos o servicios.
¿Has realizado mejoras en tu empresa utilizando el benchmarking? ¿Nos cuentas qué tal te fue? Te esperamos con los brazos abiertos en los comentarios.