{"id":32601,"date":"2012-12-21T21:19:00","date_gmt":"2012-12-21T21:19:00","guid":{"rendered":"https:\/\/www.capgemini.com\/ar-es\/?p=32601"},"modified":"2025-03-28T10:33:30","modified_gmt":"2025-03-28T10:33:30","slug":"son-efectivas-las-estrategias-de-retencion-y-fidelizacion-de-clientes","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/ar-es\/insights\/expert-perspectives\/son-efectivas-las-estrategias-de-retencion-y-fidelizacion-de-clientes\/","title":{"rendered":"\u00bfSon efectivas las estrategias de retenci\u00f3n y fidelizaci\u00f3n de clientes?"},"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>\u00bfSon efectivas las estrategias de retenci\u00f3n y fidelizaci\u00f3n de clientes?<\/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\">2012-12-21<\/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=32601\" 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=32601&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=32601&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>La retenci\u00f3n y fidelizaci\u00f3n de los clientes se ha convertido, de un tiempo a esta parte, en uno de los grandes desaf\u00edos de las compa\u00f1\u00edas aseguradoras. Durante los \u00faltimos a\u00f1os hemos asistido a una evoluci\u00f3n muy importante del comportamiento de los clientes de las entidades aseguradoras, que han pasado de de tener una alto grado de fidelidad hacia su entidad a tener un alto grado de volatilidad.<br>La situaci\u00f3n econ\u00f3mica en la que est\u00e1 inmersa Espa\u00f1a desde hace unos a\u00f1os, el mayor conocimiento que tienen los clientes sobre los seguros y la gran difusi\u00f3n que ha tenido Internet y que permite un acceso r\u00e1pido a la informaci\u00f3n, son factores que han influido de manera determinante en el aumento de la volatilidad.<br>Todos estos factores se traducen en clientes que se mueven de entidad en entidad buscando un mejor precio, producto, servicio o asesoramiento en funci\u00f3n del tipo de seguro que van a contratar.<br>Las entidades en un intento de fidelizar a sus clientes se han focalizado en ellos y han desarrollado estrategias basadas en la mejora de la experiencia de sus clientes en el momento de la prestaci\u00f3n de los servicio para conseguir un mayor grado de satisfacci\u00f3n y, en consecuencia, una mayor fidelizaci\u00f3n de \u00e9stos.&nbsp;El gran inconveniente de estas estrategias es el escaso impacto que tienen dentro de la cartera de clientes de una entidad ya que afectan a los clientes que han tenido que utilizar los servicios de la compa\u00f1\u00eda, y que nunca sobrepasan el 20%.<\/p>\n\n\n\n<p>El resto de clientes no tienen mucho contacto con la entidad. Sobre una gran parte de ellos se act\u00faa de manera reactiva cuando manifiestan su intenci\u00f3n de no renovar y sobre la otra parte no se puede actuar antes de que abandonen la entidad ya que se mueven sin previo aviso.<br>El principal problema que las aseguradoras deben solventar es la manera de fidelizar de una manera proactiva a estos clientes con los que la interactuaci\u00f3n es muy poca o no existe y que no han utilizado los servicios de la entidad.<br>Las actuales iniciativas puestas en marcha por las aseguradoras&nbsp; no son muy efectivas y no se est\u00e1&nbsp;atajando&nbsp;una volatilidad que se&nbsp;est\u00e1 disparando,&nbsp;echando por&nbsp;tierra parte de la inversi\u00f3n que&nbsp;las aseguradoras realizan en la adquisici\u00f3n de las p\u00f3lizas.<br>Desde mi punto de vista una de las iniciativas para atajar este problema es la fidelizaci\u00f3n del cliente a trav\u00e9s del crosselling ya que est\u00e1 demostrado que la propensi\u00f3n al abandono disminuye cuanto mayor es el n\u00famero de p\u00f3lizas suscritas con la misma entidad.<br>Otra es realizar una segmentaci\u00f3n adecuada de clientes en base a su valor y la volatilidad que pueden tener y utilizar la tecnolog\u00eda, para desarrollar modelos de propensi\u00f3n al abandono en base al an\u00e1lisis de la informaci\u00f3n existente, que nos permitan actuar de manera proactiva sobre aquellos clientes con una mayor riesgo de fuga.<br>El desarrollo de estas iniciativas posibilitar\u00e1 incrementar el porcentaje de fidelizaci\u00f3n de las entidades, pudiendo conseguir uno de los objetivos de cualquier entidad aseguradora.<\/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\":\"901b5206-9803-4143-bf13-2ebfe6098617\",\"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-32601","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"<!-- 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