{"id":32597,"date":"2013-01-09T21:17:00","date_gmt":"2013-01-09T21:17:00","guid":{"rendered":"https:\/\/www.capgemini.com\/ar-es\/?p=32597"},"modified":"2025-03-28T10:32:54","modified_gmt":"2025-03-28T10:32:54","slug":"la-prediccion-del-comportamiento-ayuda-a-las-aseguradoras-a-dirigir-sus-esfuerzos-de-retencion","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/ar-es\/insights\/expert-perspectives\/la-prediccion-del-comportamiento-ayuda-a-las-aseguradoras-a-dirigir-sus-esfuerzos-de-retencion\/","title":{"rendered":"La predicci\u00f3n del comportamiento ayuda a las aseguradoras a dirigir sus esfuerzos de retenci\u00f3n"},"content":{"rendered":"\n<p><\/p>\n\n\n\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>La predicci\u00f3n del comportamiento ayuda a las aseguradoras a dirigir sus esfuerzos de retenci\u00f3n<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"\/wp-content\/themes\/capgemini2020\/assets\/images\/cg-logo.png?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Capgemini<\/h5><h5 class=\"blog-date\">2013-01-09<\/h5><\/div><\/div><div class=\"brand-image\"> <\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/ar-es\/?p=32597\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/ar-es\/?p=32597&amp;text=\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/ar-es\/?p=32597&amp;text=\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<p>Existe una preocupaci\u00f3n en el sector asegurador por la p\u00e9rdida de clientes. Las aseguradoras consiguen captar nuevos clientes pero en ocasiones pierden a los antiguos con mayor velocidad.<br>\u00bfLos clientes del sector seguros cambian de compa\u00f1\u00eda solamente por el precio? Aunque es cierto que la actual crisis econ\u00f3mica incentiva a los clientes a la b\u00fasqueda de mejores precios para los mismos servicios, el precio no es un factor determinante para evitar la p\u00e9rdida de clientes. En ocasiones, incrementos anuales de primas tienen un impacto limitado en la p\u00e9rdida de clientes. Sin embargo, otros factores como la falta de contacto con la compa\u00f1\u00eda aseguradora o la insatisfacci\u00f3n con el producto se identifican como determinantes en los clientes con tendencia al abandono.<br>Predecir el comportamiento del cliente es clave para definir la pol\u00edtica de tarifas y focalizar en la retenci\u00f3n. A menudo, son escasas las compa\u00f1\u00edas aseguradoras que conocen y segmentan a sus clientes en base a su comportamiento, y en consecuencia, ofrecen atenci\u00f3n especial a clientes que no responden a ella. Es un hecho que las compa\u00f1\u00edas aseguradoras fallan a menudo en distinguir que clientes tienen que retener y que clientes ser\u00eda mejor perder.<\/p>\n\n\n\n<p>Las aseguradoras pueden mejorar la retenci\u00f3n de clientes usando su propia informaci\u00f3n disponible. Primero necesitan identificar a los clientes rentables y evaluar su riesgo de p\u00e9rdida.<br>El an\u00e1lisis de datos hist\u00f3ricos posibilita desarrollar modelos de prevenci\u00f3n de fugas que anticipen de una forma fiable la decisi\u00f3n de abandono. As\u00ed por ejemplo, los clientes que presentan quejas suelen ser los que cambian m\u00e1s a menudo de compa\u00f1\u00eda, tal vez resoluci\u00f3n insatisfactoria de la misma.<br>Combinando de datos hist\u00f3ricos con otros indicadores de propensi\u00f3n al cambio, tales como edad, gasto total o tiempo de permanencia en la compa\u00f1\u00eda pueden proveer una visi\u00f3n clara de los clientes a focalizar.<br>La inteligencia de negocio aplicada al hist\u00f3rico de datos, posibilita a las aseguradoras reaccionar r\u00e1pidamente para evitar p\u00e9rdidas de clientes. Adem\u00e1s, estas iniciativas de retenci\u00f3n son m\u00e1s efectivas cuando una compa\u00f1\u00eda las integra en su operativa diaria y las redefine a largo plazo.<\/p>\n\n\n\n<p>Solamente las compa\u00f1\u00edas que retienen a sus clientes podr\u00e1n asegurar su rentabilidad y facilitar su crecimiento. Una compa\u00f1\u00eda aseguradora que quiera ampliar su base de clientes en un 10%, podr\u00eda alternativamente intentar reducir su p\u00e9rdida habitual de clientes del 10% al 5%, disminuyendo el n\u00famero de nuevos clientes que necesita atraer, con el beneficio adicional que los clientes que deciden permanecer son habitualmente m\u00e1s leales y rentables que las nuevas adquisiciones.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":336,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"7eacc366-070a-40b7-9fe1-5aa16a2cd7b3\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":false,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"_yoast_wpseo_primary_brand":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","featured_focal_points":""},"categories":[1],"tags":[],"brand":[],"service":[],"industry":[],"partners":[],"blog-topic":[],"content-group":[],"class_list":["post-32597","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"<!-- 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