Confianza online el usuario no llama dos veces – Puro Marketing

Cuida que el canal de atención al cliente sea efectivo. Desarrolla y protocolo de actuación en cada caso y ten siempre disponible una respuesta adecuada. Si un cliente te hace una consulta y no obtiene una respuesta útil, difícilmente se decidirá a contratarte.

Detecta las fugas. ¿Cómo actúa cuando llega a tu web? ¿qué secciones son las más visitadas? ¿qué le hace abandonarte? Analiza las métricas, estudia la tasa de rebote y adapta tu web para mejorar la conversión. El resultado debe recrear un entorno a gusto del cliente, nunca invertirá su precioso tiempo en ti si no consigues atraerle.

Sorpréndele, aporta un valor diferencial. Consigue que te considere distinto a tu competencia. Esto se hace cuidando los detalles, que pueden ir desde ofrecerle un sistema de seguimiento exhaustivo de su pedido, hasta incluirle un pequeño regalo con su compra; u ofrecerle un descuento para la siguiente… Recuerda, cuanto más azúcar, más dulce.

Cumple siempre tu promesa. Tanto en la calidad del producto o servicio, como en el plazo de entrega o tipo de envío. Si surgiera cualquier imprevisto, actúa con rapidez, informa al cliente, demuéstrale que estás pendiente de él.

Evita las sorpresas inesperadas. No consientas que el cliente siga todo el proceso hasta finalizar el proceso de compra y en el último instante se encuentre con algún tipo de cargos oculto, lo que se traduce en impuestos no incluidos, importe de compra mínima no anunciada, gastos de transporte desorbitados… Provocarás que el usuario se sienta ante una encerrona y huya despavorido.

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Via Scoop.ithuman being in – perfección

Ganar la confianza de un cliente es un proceso largo que conlleva mucho esfuerzo y dedicación; además, nunca puedes bajar la guardia. Es como la construcción de un castillo de naipes, su base tiene que ser sólida, lentamente se consigue levantarlo… y al mínimo descuido, se puede ir al traste. Una vez que pasa esto es muy difícil poder reconstruirlo. En el caso de tus usuarios sucede lo mismo, tienes que demostrarles día a día que estás ahí, que vas a responder… porque si depositan su confianza en ti y les fallas… no vas a tener una segunda oportunidad, tendrás que olvidarte de ellos para siempre. Por esta razón, ten en cuenta lo siguiente:

Practica la escucha activa ¿sabes cómo piensa tu público, cuál es su modo de actuar? Difícilmente podrás adaptarte a sus gustos si no conoces quién está al otro lado. Estúdiale con detenimiento, descubre cómo se mueve, sus inquietudes e intereses. De este modo partirás con ventaja para ofrecerle lo que él necesita, bien sea un producto o un servicio.

Conecta con tu cliente, empatiza con él. Háblale de tú a tú, en términos que él entienda, muéstrate cercano y accesible; rompe la barrera que os separa. La web 2.0 posibilita esto y mucho más. Ofrécete para darle toda la información posible, que tenga bien a mano un formulario de contacto, las redes sociales donde interactuar contigo, videoconferencia… Leer más “Confianza online el usuario no llama dos veces – Puro Marketing”

Hipersegmentación: Marketing a medida para el consumidor


This is an example of how geo-targeting or loc...

por Inma Jiménez | puromarketing.com

Lo digital y las nuevas tecnologías han cambiado el modelo de negocio de muchas empresas y, han modificado completamente paradigmas que antes eran acatados y aceptados como verdad. Hoy en día, el advenimiento de los nuevos canales han modificado la forma en que vemos el mundo, también en el panorama empresarial ha modificado los esquemas.

Ya no hacemos negocios de la misma manera.

Pero algo que no ha cambiado y permanece es la necesidad de las empresas de llegar a sus clientes. También ha cambiado el método de hacerlo.

En una etapa anterior a la que vivimos, los mass media, la comunicación de masas, era la forma que tenían las grandes compañías de llegar a los consumidores. Realizaban campañas de publicidad basadas en los medios de comunicación tradicionales, a saber, radio, televisión y prensa, pero, en un momento en el que el consumidor ha pasado a ser prosumidor y demanda de las marcas algo más que un envoltorio bonito, ya no es suficiente.

Las compañías lo saben, y por ello se ven obligadas a tratar de utilizar otros medios. Lo ideas es “personalizar” el producto para dirigirlo a un tipo de consumidor determinado, y esta es la tendencia que se está siguiendo en la actualidad.

No obstante, esta táctica no es nueva, ya se intentaba recabar información de los consumidores allá por los años sesenta, utilizando la segmentación, es decir, intentando analizar determinados factores básicos de los consumidores como el sexo, la edad, por zona geográfica, por ingresos, formación o nivel de vida.

Leer más “Hipersegmentación: Marketing a medida para el consumidor”

In case you missed them, see which articles have been most popular with our readers in the first quarter of this year.


McKinsey Quarterly
mckinseyquarterly.com

Read them today and join the conversation.

How leaders kill meaning at work art 1. GOVERNANCE
How leaders kill meaning at work
Senior executives routinely undermine creativity, productivity, and commitment by damaging the inner work lives of their employees in four avoidable ways.
The executive's guide to better listening art 2. GOVERNANCE
The executive’s guide to better listening
Strong listening skills can make a critical difference in the performance of senior executives, but few are able to cultivate them. Here’s how.
A CEO's guide to innovation in China 3. STRATEGY
A CEO’s guide to innovation in China
Dynamic domestic players and focused multinationals are helping China churn out a growing number of innovative products and services. Intensifying competition lies ahead; here’s a road map for navigating it.

Leer más “In case you missed them, see which articles have been most popular with our readers in the first quarter of this year.”

The Magic of Doing One Thing at a Time


HBR Blog Network

Tony Schwartz

TONY SCHWARTZ

Tony Schwartz is the president and CEO of The Energy Project and the author of Be Excellent at Anything. Become a fan of The Energy Project on Facebook and connect with Tony at Twitter.com/TonySchwartz and Twitter.com/Energy_Project.

 

 

 

 

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Why is it that between 25% and 50% of people report feeling overwhelmed or burned out at work?

It’s not just the number of hours we’re working, but also the fact that we spend too many continuous hours juggling too many things at the same time.

What we’ve lost, above all, are stopping points, finish lines and boundaries. Technology has blurred them beyond recognition. Wherever we go, our work follows us, on our digital devices, ever insistent and intrusive. It’s like an itch we can’t resist scratching, even though scratching invariably makes it worse.

Tell the truth: Do you answer email during conference calls (and sometimes even during calls with one other person)? Do you bring your laptop to meetings and then pretend you’re taking notes while you surf the net? Do you eat lunch at your desk? Do you make calls while you’re driving, and even send the occasional text, even though you know you shouldn’t? Leer más “The Magic of Doing One Thing at a Time”

5 Things You Can Learn By Quitting Your Job

Usually when you work full-time, you tend not to plan further ahead than next year’s summer vacation. Hell, most people abhor the idea of making 10- or 20-year plans, since they inevitably involve huge life-decisions and possibly admitting that one is caught in a rut as deep as the Grand Canyon. But like it or not, having a general idea of where you’re going (as well as at least rough plans B and C in case things go wrong) not only gives you confidence about what you’re doing, but also forces you to think about your priorities and ambitions. Planning ahead is always a good idea, even if you do change plans every two weeks.
3. Forget about what people think
Straying from your expected career path can bring out some surprising reactions in your friends and family. Concern, support, jealousy, happiness, anger, enthusiasm and negativity come forth, often from the most unexpected sources. A complete stranger applauds what you’ve done, whereas your best friend turns into a depressing black hole of negativity. Don’t take this as a litmus test of friendships (although it may serve as one), but rather just realize that you shouldn’t worry about what others think. At the end of the day, you need to make career decisions that make you happy, everything else is just noise.


 

pickthebrain.com

“Dear colleagues, after many rewarding years at CubicleSlave Inc, I have decided to move on…”

99,9% of corporate employees, at one time or another, think about leaving their jobs. Their dream may be to start a company, travel the world, write a novel, learn Japanese, meditate in an ashram, train for a marathon, study philosophy, lower their golf handicap, paint a masterpiece or star in a porno, but the first step is always the same: get the hell out of this job. My co-blogger and I felt much the same way about a year ago, and ended up leaving our consulting jobs to start our own company and blog, and in general to pursue a more balanced lifestyle. We now feel it’s our obligation to share what we’ve learned so far outside the cubicle…: Leer más “5 Things You Can Learn By Quitting Your Job”

Google Maps Journey Planner Now Factors In Real Time Traffic

Accessing it is just a matter of bringing up the directions feature on Google Maps, this time when you enter in your locations, alongside the estimated time it takes to travel from point A to B, there will be an estimate underneath it that factors in current traffic conditions. The information offered is regularly updated so that you can adjust your travel plans in due course.

The idea is that through this feature, you can estimate how long it will take to travel using different modes of transport and find the quickest method. So comparing driving to public transport or cycling may show that the latter option is the fastest if faced with current traffic conditions.

Google say that it’s available in specific areas for now, mainly in U.S. cities, but like all Google products, it’s only a matter of time before the service is expanded to other countries.


simplyzesty.com

Google Maps already has a feature which shows you exactly how good/bad traffic is in a particular area, but now they’ve added a new feature which highlights just how long it will take you to reach your destination by factoring in both live and historical traffic data. Leer más “Google Maps Journey Planner Now Factors In Real Time Traffic”

Lead Generation Optimization: Finding the right amount of friction

Three keys to keep in mind when testing your lead generation process:

Choose the right time to add more friction. Think of your lead generation process as a personal introduction to someone. The moment you meet someone you don’t ask for a lot of personal information. If you do, you scare people away. The same concept applies here. For example, in a recent experiment, we tested moving the phone number field from the first step to the second step. Lead generation rate increased by 68% and the conversion rate remained stable.
Prioritize your requests properly. Think carefully about what information you ask first, second, and so on. It is important to keep a natural flow as you add and subtract friction elements. A good way to check for this with your pages and processes is to review every step and consider two questions: 1) Do we need this information? 2) Do we need it at this stage?
Pay close attention to your final conversion rate. We tested a three-step process against a four-step process. As expected, the three-step process had a higher lead generation rate. However, once the sales team got the leads and started following up on them, they found that leads from the four-step process were more qualified and easier to close. Bottom line: the four-step process had a lower lead generation rate, but ultimately a higher final conversion rate (sales).


Gaby Diaz

 | marketingexperiments.com

If you’ve got a B2B website, you’re always looking for ways to generate more leads online. But while recent research shows 71% of B2B marketers view their site as one of the most important marketing tools, only 31% said their site is “highly effective” at generating leads.

That leaves a lot of room for testing and improving business results. However, optimizing for lead generation is not as straightforward as optimizing for conversion rate.

Conversion rate is the final metric that decides whether or not your online process/funnel is working. In contrast, lead generation only tells you a portion of the story. The leads you generate are really the start of a long process of qualification steps, both online and offline. If you don’t pay attention to each step, you will never be able to get the best out of this process.


How to use friction to your advantageAdjusting Your Leads

Think of the process of optimizing for lead generation as two interconnected dials. Each dial represents a step in your online process. One dial increases volume of leads by reducing friction. The second dial increases quality of the lead by increasing friction.

You can increase friction in several ways, such as adding more form fields or steps in the funnel process. Or, you can reduce it by subtracting various page elements or process steps. To adjust your lead flow, turn the dials: more friction will yield higher lead quality; less friction will increase lead volume.

Too much friction can make your visitors quit, but not enough friction will fill your pipeline with leads of a lower quality. So you need to test different approaches to determine what balance works best for your lead generation process. Leer más “Lead Generation Optimization: Finding the right amount of friction”