{"id":4268,"date":"2021-04-01T23:52:12","date_gmt":"2021-04-02T04:52:12","guid":{"rendered":"https:\/\/willardmanrique.pe\/?p=4268"},"modified":"2021-10-26T00:22:35","modified_gmt":"2021-10-26T05:22:35","slug":"como-gestionar-la-experiencia-del-cliente-en-tiempos-de-crisis-anda-peru","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2021\/04\/01\/como-gestionar-la-experiencia-del-cliente-en-tiempos-de-crisis-anda-peru\/","title":{"rendered":"ANDA Per\u00fa"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:0px;--awb-padding-bottom:0px;--awb-padding-top-medium:20px;--awb-padding-right-medium:30px;--awb-padding-left-medium:30px;--awb-padding-right-small:10px;--awb-padding-left-small:10px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1320.8px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_6 1_6 fusion-flex-column fusion-no-small-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:16.666666666667%;--awb-margin-top-large:5px;--awb-spacing-right-large:11.52%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:11.52%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_2_3 2_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:66.666666666667%;--awb-margin-top-large:25px;--awb-spacing-right-large:2.88%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:2.88%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-three\"><h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;text-transform:none;--fontSize:25;line-height:1.32;\">C\u00f3mo gestionar la experiencia del cliente en tiempos de crisis<\/h3><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:25px;width:100%;\"><\/div><div class=\"fusion-text fusion-text-1\"><p>Durante los \u00faltimos a\u00f1os, centrarse en la experiencia del cliente se hab\u00eda convertido en la clave del \u00e9xito de los negocios, pues, los consumidores cada vez ten\u00edan mayor interacci\u00f3n con las marcas y esto les permit\u00eda conocer con detalle sus gustos y preferencias. El m\u00e1s reciente estudio de Gartner se\u00f1alaba que para el 2020 la experiencia del consumidor superar\u00eda al precio y al producto como diferenciador clave.\u00a0Sin embargo, con la llegada de la pandemia, todos los esfuerzos se centraron en contener la crisis, lo que signific\u00f3 la reducci\u00f3n de gastos y optimizaci\u00f3n de procesos esenciales, entre los cuales muy probablemente se qued\u00f3 la gesti\u00f3n de la experiencia de clientes.<\/p>\n<p>Con esta crisis sanitaria se evidenci\u00f3 una interrupci\u00f3n de las operaciones comerciales, sin precedentes. El confinamiento ha impactado en la vida de las personas, modificando sus patrones de consumo y selecci\u00f3n de productos y servicios. Muchos clientes han modificado su comportamiento y las marcas han tenido que adaptarse. Por ejemplo, San Antonio reformul\u00f3 su modelo de negocio y con ello la experiencia de compra. Algunas marcas han buscado desarrollar los canales digitales y han optado por marketplaces, tales como Platanitos o MercadoLibre.<\/p>\n<p>Actualmente, la gesti\u00f3n de la Experiencia de Cliente (CX) se basa en tres elementos fundamentales: empat\u00eda, rapidez y planificaci\u00f3n. Todas las relaciones tienen un componente emocional y eso es v\u00e1lido para la conexi\u00f3n entre las personas y las marcas. El primer paso ser\u00e1 el demostrar flexibilidad ante las pol\u00edticas de la empresa y dejar saber que la satisfacci\u00f3n del cliente es una preocupaci\u00f3n del negocio.<\/p>\n<p>El canal de compra es determinante en la experiencia del cliente. En ambientes digitales, el cambio de plataforma -app o sitio web- exige una buena gesti\u00f3n de los factores funcionales y de marca. Las recientes experiencias y la re-adaptaci\u00f3n de los clientes de Glovo a PedidosYa, o de distintas entidades financieras son ejemplos de la relevancia que tiene la usabilidad en una transici\u00f3n de plataforma.<\/p>\n<p>Una verdadera empat\u00eda, se da al anticiparse al malestar de los clientes. Escucharlos y hacer seguimiento de lo que necesitan, permitir\u00e1 que estos sean mucho m\u00e1s comprensivos cuando se producen errores, pero lo m\u00e1s importante es que reforzar\u00e1n su lealtad a la marca y sus productos.<\/p>\n<p>A medida que la crisis evoluciona, las necesidades del consumidor pasan de ser informativas a m\u00e1s interactivas por lo que resulta necesario tambi\u00e9n planificar escenarios y estar preparados para dar respuesta a nivel de producto, log\u00edstica, inventario, cadena de suministro y operaciones, a trav\u00e9s de los canales digitales y m\u00f3viles.<\/p>\n<p>Es importante destacar que una crisis pone bajo un foco de atenci\u00f3n las debilidades y fortalezas de las empresas y sus equipos, por lo que el impacto de las acciones que se tomen hoy probablemente durar\u00e1 m\u00e1s que la pandemia y definir\u00e1 la fidelidad de las personas hacia el negocio.<\/p>\n<\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:33px;width:100%;\"><\/div><div style=\"text-align:center;\"><a class=\"fusion-button button-flat fusion-button-default-size button-custom fusion-button-default button-1 fusion-button-default-span fusion-button-default-type\" style=\"--button_accent_color:#ffffff;--button_accent_hover_color:#ffffff;--button_border_hover_color:#ffffff;--button_gradient_top_color:#003591;--button_gradient_bottom_color:#003591;--button_gradient_top_color_hover:rgba(24,27,32,0.92);--button_gradient_bottom_color_hover:rgba(24,27,32,0.92);\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/revista.andaperu.pe\/como-gestionar-la-experiencia-del-cliente-en-tiempos-de-crisis\/\"><span class=\"fusion-button-text\">Revisa la nota completa<\/span><i class=\"fa-angle-right fas button-icon-right\" aria-hidden=\"true\"><\/i><\/a><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:8%;width:100%;\"><div class=\"fusion-separator-border sep-single sep-solid\" style=\"--awb-height:20px;--awb-amount:20px;border-color:rgba(40,45,51,0.1);border-top-width:1px;\"><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_6 1_6 fusion-flex-column fusion-no-small-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:16.666666666667%;--awb-margin-top-large:5px;--awb-spacing-right-large:11.52%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:11.52%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":4269,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[134],"tags":[],"class_list":["post-4268","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articulos"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.6 - 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