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Tanta obsesión por vender ¿y el cliente qué?

Tomado de la Revista Dinero.

Las empresas de consumo popular masivo requieren un área de servicio al cliente muy bien estructurada para enfrentar los retos de la competencia, la velocidad del negocio y los cambios del consumidor. La opinión de Luis Fernando Botero.

Por supuesto que soy un defensor absoluto de las campañas que buscan vender más. El aumento permanente de los ingresos sostiene, afirma y afianza las empresas. Pero hacerlo sin planeación, sin considerar en todas sus aristas la forma de responder adecuadamente garantizando la plena y total satisfacción del cliente, solo produce contradicciones, insatisfacciones y comentarios.

Dice un lector: “…el fin de semana pasado me antoje de KFC, yo sabía que andaban con buenos precios porque le están invirtiendo mucho en buenos precios con buena comida. Pero como dice el refrán, lo barato sale caro. En este caso lo barato salió mal atendido. El precio del combo es perfecto, no supera los $10.000. Adicioné dinero para cambiar la bebida gaseosa por un te y cambié las papas por un biscuit sin ningún costo. A la hora de recibir el pedido, el local que está ubicado en el Atlantis, no tiene un numero digital grande que indique el numero de despacho. ¡Toca a grito! El datáfono se lo habían llevado para hacer caja, no me cambiaron las papas por el biscuit. Por lo tanto lo tuvieron que hacer ya con las papas servidas y dárselas al siguiente turno que pidiera combo con papas. Para rematar la situación, el te lo pedí de limón y me lo dieron de durazno porque no había más. Creo que los precios son un gancho muy bueno para almorzar, la comida es de mis preferidas, pero la verdad a la próxima vez preferiré pagar un poco más pero no pasar por tantos inconvenientes para un simple almuerzo”.

Casos de estos se repiten a diario en nuestro país y el mundo y todo pasa por la obsesión con el corto plazo, por la rotación de inventarios, por el cumplimiento del presupuesto de ventas e ingresos. La presión del resultado a costa de cualquier consideración sobre el cliente y su satisfacción, está llevando a las empresas a correr riesgos innecesarios con su imagen de marca, sus consumidores y lo más peligroso, a dejar de lado la planeación de sus campañas para garantizar que ellas cumplirán estrictamente con TODOS los elementos de la promesa de ventas. No se trata solo de vender, se trata de que el cliente quede plenamente satisfecho, que lo divulgue. Que sienta que la empresa no solo se interesa por sacar el dinero de su bolsillo, sino que cuida a fondo los detalles para que cada etapa del proceso de venta sea satisfactorio, genere experiencias de cliente agradables y le queden deseos de regresar, comentar y recomendar nuevas compras.

Pero llegar a ello requiere que no solo ventas y mercadeo participen en el diseño de las ofertas, promociones y los eventos. Exige que las personas a cargo de la gerencia del cliente – léase servicio al cliente -, analicen todas las circunstancias que rodearán al consumidor al momento de comprar, la forma de responder al cliente ante eventos imprevistos, los mecanismos que se utilizarán para recuperar los motivos de insatisfacción que se generen. No pretendemos que ante eventos promocionales los imprevistos desaparezcan, eso es imposible. Pero lo que sí consideramos es que un buen evento promocional tendrá eventos imponderables que la empresa tiene la obligación de prever y considerar.

La forma de traer de nuevo al cliente, quien seguramente quedará convencido que no le sacaron el dinero del bolsillo sino que el proveedor es serio, responsable y transparente en sus ofertas. Además, queda la sensación indiscutible de una empresa organizada, con procedimientos claros y operativamente excelente. Creo que esa es la aspiración de todos, clientes, empleados, gerencia, y sobre todo, de los funcionarios de cara al cliente que no tendrán que sufrir las consecuencias del desorden e imprevisión que tanto malestar causan en los clientes.

Todas las campañas, promociones y ofertas deben tener en las empresas una última validación en el área de servicio al cliente. Ésta deberá definir las acciones a seguir ante los imprevistos, darle una mirada profunda con visión de cliente a cada uno de esos eventos. Cuántas veces somos testigos de anuncios en prensa, radio o cualquier medio masivo de comunicación que las personas de atención telefónica desconocen y por ello, son los primeros sorprendidos con las llamadas de los clientes buscando aclaraciones que no están en capacidad de entregar, o tampoco se previó el aumento de la llamadas al contact center y termina este desbordado, generando una pérdida lamentable en la eficiencia de las campañas. La emoción, las expectativas sobre el éxito de una campaña, eliminan la mirada desde el punto de vista del cliente y ese error es imperdonable en el marketing de clientes.

Por último, una sugerencia. Todas las empresas modernas deben tener un área de gestión de sus clientes, pero aquellas que venden productos de consumo masivo no pueden escapar de esa necesidad. Es imperioso para ellas, gerenciar sus clientes y garantizar su plena y permanente satisfacción. Para estas empresas la velocidad de su negocio, la fortaleza de sus competidores y la disputa intensa del favor de los clientes exige una división de servicio al cliente muy bien estructurada.

Pilas Amigo tendero … su tienda también es una empresa que debe tener en cuenta toda esta clase de recomendaciones.

Recuerde que debe pensar mas en el cliente que en vender y vender y vender.

Escrita por: Mario Anibal Bautista

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PIENSE MAS EN EL CLIENTE QUE EN LA VENTA

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