{"id":42681,"date":"2023-05-04T10:23:51","date_gmt":"2023-05-04T08:23:51","guid":{"rendered":"https:\/\/enreach.es\/?p=42681"},"modified":"2023-05-04T10:26:01","modified_gmt":"2023-05-04T08:26:01","slug":"6-raons-per-les-quals-lexperiencia-del-client-cx-es-tan-important","status":"publish","type":"post","link":"https:\/\/enreach.es\/ca\/blog\/6-raons-per-les-quals-lexperiencia-del-client-cx-es-tan-important\/","title":{"rendered":"6 raons per les quals l\u2019experi\u00e8ncia del client (CX) \u00e9s tan important"},"content":{"rendered":"

A mida que els consumidors assumeixen el rol de generadors de contingut i l\u2019experi\u00e8ncia de compra es trasllada a l\u2019ecosistema digital, l\u2019experi\u00e8ncia del client (CX) cobra cada cop m\u00e9s import\u00e0ncia i ja es posiciona com un dels punts clau per agilitzar l\u2019embut de conversi\u00f3, fidelitzar als clients i, en definitiva, augmentar rendibilitat i impulsar el creixement del negoci a llarg termini.<\/p>\n

Qu\u00e8 \u00e9s l\u2019experi\u00e8ncia del client?<\/strong><\/h3>\n

Com el seu propi nom indica, la CX \u00e9s l\u2019experi\u00e8ncia completa que t\u00e9 un client en relaci\u00f3 amb una marca, des de que es posa en contacte amb l\u2019empresa, fins que finalitza la seva compra<\/strong>. Per tant, l\u2019experi\u00e8ncia del client abasta totes les etapes del customer journey<\/em><\/strong>.<\/p>\n

6 raons per les quals l\u2019experi\u00e8ncia del client (CX) \u00e9s tan important<\/strong><\/h3>\n

1) Fomenta l\u2019escolta activa<\/strong><\/h3>\n

A l\u2019hora de dur a terme estrat\u00e8gies per millorar la CX, \u00e9s fonamental l\u2019<\/strong>escolta activa<\/strong><\/a> dels seus comentaris, opinions i experi\u00e8ncies en relaci\u00f3 amb una marca<\/strong>. En aquest sentit, treballar l\u2019experi\u00e8ncia del client anima a les organitzacions a escoltar m\u00e9s als clients, a con\u00e8ixer-los millor i, en definitiva, a prestar m\u00e9s atenci\u00f3 al que volen dir.<\/p>\n

L\u2019escolta activa de la veu del client <\/strong>(VoC, en les seves sigles en angl\u00e8s) pot dur-se a terme de m\u00faltiples formes. D\u2019una banda, la recollida i an\u00e0lisi de les dades dels clients en cada punt de contacte \u00e9s fonamental<\/strong>, per\u00f2 a m\u00e9s, la informaci\u00f3 i els insights<\/em> resultants de l\u2019an\u00e0lisi poden complementar-se amb altres metodologies com la realitzaci\u00f3 d\u2019enquestes, focus group<\/em>, entrevistes a clients clau, etc.<\/p>\n

2) Augmenta la retenci\u00f3 de clients<\/strong><\/h3>\n

La millor forma de fidelitzar clients \u00e9s oferint-los una experi\u00e8ncia satisfact\u00f2ria, \u00fanica i inoblidable. Un usuari que est\u00e0 satisfet amb el proc\u00e9s de compra i amb la relaci\u00f3 que establert amb la marca \u00e9s un client que, quan torni a necessitar el servei o producte, tornar\u00e0 a confiar en l\u2019empresa i repetir\u00e0<\/strong>.<\/p>\n

A m\u00e9s, les estrat\u00e8gies d\u2019experi\u00e8ncia del client contribueixen al creixement del Customer Lifetime Value (CLV)<\/strong>, una m\u00e8trica que serveix a les empreses per determinar el\u00a0valor o guany que representa un client durant un determinat per\u00edode de temps, i el desenvolupament d\u2019una experi\u00e8ncia \u00f2ptima del client \u00e9s una de les formes m\u00e9s fruct\u00edferes i rendibles de fidelitzaci\u00f3<\/strong>. La investigaci\u00f3 de la consultora de m\u00e0rqueting i comer\u00e7 electr\u00f2nic Econsultancy mostra que el 64% de les organitzacions creu que l\u2019experi\u00e8ncia del client \u00e9s la millor estrat\u00e8gia per millorar el CLV<\/strong>.<\/p>\n

3) Fomenta l\u2019adquisici\u00f3 de clients, la generaci\u00f3 de negocis i l\u2019augment dels ingressos<\/strong><\/h3>\n

M\u00faltiples estudis de mercat mostren que adquirir nous clients \u00e9s molt m\u00e9s cost\u00f3s que retenir als existents, i Hubspot afegeix que en els \u00faltims sis anys, el cost d\u2019adquirir un nou client ha augmentat en un 60%<\/strong>.<\/p>\n

A m\u00e9s d\u2019impulsar la retenci\u00f3 de clients, millorar la CX anima als clients existents a recomanar l\u2019empresa als seus coneguts i, per tant, tamb\u00e9 condueix a l\u2019adquisici\u00f3 de nous. En aquest sentit, l\u2019empresa nord-americana de dades i informaci\u00f3 Nielsen va realitzar un estudi en 56 pa\u00efsos que va confirmar que m\u00e9s del 91% dels consumidors confien m\u00e9s en les recomanacions d\u2019amics i familiars que en la publicitat<\/strong>.<\/p>\n

A m\u00e9s, Forbes informa que les organitzacions que cuiden l\u2019experi\u00e8ncia del client aconsegueixen entre un 4% i un 8% m\u00e9s d\u2019ingressos que d\u2019altres empreses del mateix sector i que el 84% de les empreses que implementen estrat\u00e8gies de CX reporten un augment en els ingressos<\/strong>.<\/p>\n

4) Millora les accions comercials i de m\u00e0rqueting<\/strong><\/h3>\n

L\u2019escolta activa<\/strong> dels clients, obtenint insights<\/em> i coneixements sobre qui s\u00f3n, com actuen, qu\u00e8 volen i qu\u00e8 necessiten afavoreix l\u2019optimitzaci\u00f3 de les estrat\u00e8gies, accions i campanyes de m\u00e0rqueting i comercials<\/strong>.<\/p>\n

5) Optimitza el tiquet de compra<\/strong><\/h3>\n

Cuidar l\u2019experi\u00e8ncia del client tamb\u00e9 tendeix a augmentar el valor del tiquet de compra promig, ja que \u00e9s m\u00e9s probable que els usuaris que estan satisfets amb l\u2019experi\u00e8ncia de compra i els punts de contacte comprin m\u00e9s articles. Aix\u00ed mateix, la CX pot ser una oportunitat per a qu\u00e8 les empreses fomentin l\u2019adquisici\u00f3 de productes addicionals o de major valor<\/strong>.<\/p>\n

Forbes informa que els clients lleials a la marca tenen cinc cops m\u00e9s probabilitats de repetir la compra, adquirir m\u00e9s productes o recomanar la marca a un conegut<\/strong>.<\/p>\n

6) Promou la diferenciaci\u00f3 de la compet\u00e8ncia<\/strong><\/h3>\n

La diferenciaci\u00f3 de marca est\u00e0 relacionada amb la diferenciaci\u00f3 de les experi\u00e8ncies del client. Cada cop m\u00e9s empreses aprofiten la CX com element de diferenciaci\u00f3<\/strong>. Crear experi\u00e8ncies de client \u00faniques, originals i impactants \u00e9s un mecanisme \u00e0gil i extremadament efica\u00e7 per diferenciar-se de la compet\u00e8ncia i fidelitzar als clients<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"

A mida que els consumidors assumeixen el rol de generadors de contingut i l\u2019experi\u00e8ncia de compra es trasllada a l\u2019ecosistema digital, l\u2019experi\u00e8ncia del client (CX) cobra cada cop m\u00e9s import\u00e0ncia i ja es posiciona com un dels punts clau per agilitzar l\u2019embut de conversi\u00f3, fidelitzar als clients i, en definitiva, augmentar rendibilitat i impulsar el… Read more »<\/a><\/p>\n","protected":false},"author":7,"featured_media":42682,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2144],"tags":[4662,4664,4661,3289,3202,4663,3352,4660,3377,4165,4611,3680],"class_list":["post-42681","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicacions-al-nuvol","tag-analisi-de-les-dades","tag-clv-ca","tag-creixement-del-negoci","tag-customer-journey","tag-cx-ca","tag-ecosistema-digital-ca","tag-escolta-activa","tag-experiencia-del-client","tag-fidelitzacio-del-client","tag-rendibilitat","tag-retencio-del-client","tag-voc-ca"],"acf":[],"yoast_head":"\n6 raons per les quals l\u2019experi\u00e8ncia del client (CX) \u00e9s tan important - 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