{"id":32607,"date":"2012-11-21T21:21:00","date_gmt":"2012-11-21T21:21:00","guid":{"rendered":"https:\/\/www.capgemini.com\/ar-es\/?p=32607"},"modified":"2025-03-28T10:34:34","modified_gmt":"2025-03-28T10:34:34","slug":"la-batalla-por-los-clientes-pasado-presente-y-futuro","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/ar-es\/insights\/expert-perspectives\/la-batalla-por-los-clientes-pasado-presente-y-futuro\/","title":{"rendered":"La batalla por los clientes: pasado, presente y futuro"},"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 batalla por los clientes: pasado, presente y futuro<\/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\">2012-11-21<\/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=32607\" 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=32607&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=32607&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>No hace tantos a\u00f1os las relaciones de las compa\u00f1\u00edas eran \u00fanicamente con asegurados y agentes, y la mayor\u00eda de los contactos, no s\u00f3lo de venta sino tambi\u00e9n de atenci\u00f3n de siniestros, cobros y consultas, eran a trav\u00e9s de \u00e9stos, o en el caso de bancaseguros por medio de las oficinas bancarias. El cliente era m\u00e1s bien cautivo del canal, y la relaci\u00f3n entre asegurado y cliente dispersa y poco definida.<\/p>\n\n\n\n<p>Disponer de agentes afectos y tratar de explotar las oficinas bancarias como canal ha sido una etapa importante y tambi\u00e9n compleja que ha exigido mayor formaci\u00f3n y rigurosidad en los mecanismos de acercamiento al cliente. Pero actualmente, los conceptos que manejamos tratan de clientes y de canales de distribuci\u00f3n, ya sean mediadores, oficinas propias, oficinas bancarias, venta on line, comparadores, venta telef\u00f3nica, venta a trav\u00e9s de distribuidores de otros productos como autom\u00f3viles, grandes almacenes\u2026 El cliente tiene mayor autonom\u00eda, recibe informaci\u00f3n por diferentes canales y puede decidir y comparar.<br>Hay mayor conocimiento, tiene m\u00e1s informaci\u00f3n y quiere usar de forma inmediata.<\/p>\n\n\n\n<p>Identificar al cliente como una unidad global es adem\u00e1s un reto mayor, si consideramos que el concepto puede incluir a su familia, su empresa, sus amistades\u2026 Por otra parte, el cliente no s\u00f3lo es visto como objetivo para las aseguradoras: la banca, los servicios, la venta online tratan de unirse a la red que desea conocerlo y conquistarlo.<br>Fidelizar a los buenos mediadores es un objetivo para la mayor\u00eda de entidades. Adem\u00e1s de una buena estrategia de comisionamiento, la diferenciaci\u00f3n puede no ser tanto econ\u00f3mica como de servicio, de facilidades administrativas, de ayuda a la venta, de qu\u00e9 armas le ofrecemos para optimizar su tiempo y su acci\u00f3n en el mercado. La empresa ha de ser capaz de generar una coexistencia pac\u00edfica entre los diferentes canales, o bien especializarse en alg\u00fan canal exclusivo y ser el mejor en \u00e9ste.<\/p>\n\n\n\n<p>Para todo esto la organizaci\u00f3n de la empresa ha de estar muy bien alineada en sus funciones internas, con procesos adaptados a los diferentes canales, y disponer de informaci\u00f3n e indicadores sobre la gesti\u00f3n en todo momento. Todo un reto. Sin embargo, debemos estar pensando ya en el futuro y estar preparados, ya que en el momento en que el crecimiento del mercado vuelva a emprender el vuelo, las entidades han de estar posicionadas para aprovechar el impulso disponiendo de las mejores estrategias y herramientas para conseguirlo.<\/p>\n\n\n\n<p>Hoy en d\u00eda hay que luchar m\u00e1s que nunca para conseguir nuevos clientes, y sobre todo, hay que defender firmemente la confianza de los que ya tenemos, fideliz\u00e1ndolos y neutralizando las acciones de los competidores.<br>Ya no basta con dar un servicio esmerado y con ser flexibles y r\u00e1pidos en la creaci\u00f3n de productos o el tratamiento de siniestros y prestaciones de servicios, hemos de disponer de una estrategia que nos permita conocer al cliente y llegar a \u00e9l, optimizando la acci\u00f3n de nuestros canales de distribuci\u00f3n y dot\u00e1ndolos de herramientas tecnol\u00f3gicas, nuestras armas para combatir.<\/p>\n\n\n\n<p>Capgemini posee las herramientas para que los clientes puedan realizar tr\u00e1mites, consultar, contratar, sentirse atendidos y seguros con una metodolog\u00eda probada, eficaz y r\u00e1pida.<br>Se puede conseguir toda la informaci\u00f3n global del cliente y convertirla en datos unificados para la entidad, de modo que pueda definir sus estrategias, crear y ofrecer nuevos proyectos, adaptar sus tarifas en funci\u00f3n del perfil del cliente. A su vez, Capgemini cuenta con gran experiencia en aplicaciones que ayudan a mediadores y br\u00f3kers, generando campa\u00f1as, dando posibilidades de consulta y gesti\u00f3n on line facilitando el trabajo administrativo. Todo ello reduciendo costes, el caballo de batalla de toda estrategia: crecer en clientes, reducir los costes, centrarse en el negocio, ganar la batalla.<\/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\":\"8e7f48f8-c2fd-4b73-8dba-97362ca911f7\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":false,\"isCrossLink\":false,\"hasCrossLink\":false}","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":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":"","jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"brand":[],"service":[],"industry":[],"partners":[],"blog-topic":[],"content-group":[],"class_list":["post-32607","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"<!-- 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