{"id":32603,"date":"2012-11-23T21:20:00","date_gmt":"2012-11-23T21:20:00","guid":{"rendered":"https:\/\/www.capgemini.com\/ar-es\/?p=32603"},"modified":"2025-03-28T10:33:52","modified_gmt":"2025-03-28T10:33:52","slug":"la-multidistribucion-como-palanca-del-crecimiento-y-la-fidelizacion-de-los-clientes","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/ar-es\/insights\/expert-perspectives\/la-multidistribucion-como-palanca-del-crecimiento-y-la-fidelizacion-de-los-clientes\/","title":{"rendered":"La multidistribuci\u00f3n como palanca del crecimiento y la fidelizaci\u00f3n de los 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>La multidistribuci\u00f3n como palanca del crecimiento y la fidelizaci\u00f3n de los 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\">2012-11-23<\/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=32603\" 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=32603&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=32603&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 situaci\u00f3n econ\u00f3mica obliga a las aseguradoras a centrarse en el crecimiento de sus negocios, reducir sus costes y mejorar el time to market. Por ello, la multidistribuci\u00f3n se ha situado como un modelo de crecimiento que permite ganar nuevos clientes y vender m\u00e1s productos en los ya existentes.<\/p>\n\n\n\n<p>Pero, \u00bfes el modelo de multidistribuci\u00f3n lo suficientemente maduro para conseguir una ventaja competitiva? La respuesta es: <strong>no lo suficiente<\/strong>. Las compa\u00f1\u00edas cuentan con diversos canales de distribuci\u00f3n y&nbsp;llevan muchos a\u00f1os invirtiendo en su desarrollo e integraci\u00f3n. Sin embargo, es una realidad que m\u00e1s del 60% de los asegurados contin\u00faan comprando productos a trav\u00e9s de un \u00fanico canal, pese a la madurez del mercado asegurador espa\u00f1ol que tiene los elementos necesarios para utilizar la multidistribuci\u00f3n como una inmejorable palanca de crecimiento y fidelizaci\u00f3n de sus clientes. Entonces, \u00bfCu\u00e1l es la raz\u00f3n de que la multidistribuci\u00f3n siga encontrando tantas barreras dentro y fuera de las compa\u00f1\u00edas?. Fundamentalmente porque existen algunos aspectos que se deben mejorar:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>La adecuaci\u00f3n de las estructuras organizativas de las compa\u00f1\u00edas a la multidistribuci\u00f3n<\/strong>. Es necesario gestores convencidos en impulsar este modelo y que emprendan procesos de transformaci\u00f3n para poner al cliente en el centro de la actividad.<\/li>\n\n\n\n<li><strong>Incentivaci\u00f3n de colaboraci\u00f3n entre los distintos canales de distribuci\u00f3n<\/strong>. Las aseguradoras deben identificar las oportunidades de los canales, tanto de internet como telef\u00f3nico, para poder influir en las redes. Por ello, hay que dise\u00f1ar modelos que favorezcan la utilizaci\u00f3n de los distintos canales.<\/li>\n\n\n\n<li><strong>Necesidad de integraci\u00f3n y estandarizaci\u00f3n de los sistemas a trav\u00e9s de los canales<\/strong>. Las compa\u00f1\u00edas est\u00e1n invirtiendo en nuevas arquitecturas basadas en servicios (SOA), que les permiten aumentar los ingresos, reducir costes de distribuci\u00f3n, mejorar las relaciones con los agentes y aumentar la retenci\u00f3n de clientes.<\/li>\n\n\n\n<li><strong>Conocer mejor al cliente y sus necesidades y especializar las redes de distribuci\u00f3n en funci\u00f3n de segmentos de clientes \/ tipos de productos<\/strong>. Implica saber c\u00f3mo se comportan, qu\u00e9 necesitan, cu\u00e1les son sus costumbres, sus necesidades, etc. Este conocimiento es fundamental para potenciar la interacci\u00f3n con el cliente durante el proceso de decisi\u00f3n y aumentar su fidelizaci\u00f3n a la compa\u00f1\u00eda.<\/li>\n<\/ul>\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\":\"715284e2-0b57-40f4-9133-ae55efb32d46\",\"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-32603","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"<!-- 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