{"id":675,"date":"2006-11-11T14:45:03","date_gmt":"2006-11-11T17:45:03","guid":{"rendered":"http:\/\/actiongroup.com.ar\/?p=675"},"modified":"2016-10-09T20:23:01","modified_gmt":"2016-10-09T23:23:01","slug":"el-cliente-objetivo-y-fin-de-la-organizacion","status":"publish","type":"post","link":"https:\/\/actiongroup.com.ar\/es\/el-cliente-objetivo-y-fin-de-la-organizacion\/","title":{"rendered":"El cliente: Objetivo y fin de la organizaci\u00f3n"},"content":{"rendered":"<p>Un factor importante para determinar la probabilidad de \u00e9xito y beneficios de una organizaci\u00f3n es la\u00a0<em>satisfacci\u00f3n del cliente<\/em>. Una mayor competencia por el lado de la oferta ha generado un consumidor m\u00e1s exigente y menos leal a las marcas. Cuando hay lealtad del cliente, la tasa de retenci\u00f3n de los mismos y los resultados financieros tienden a ser estables. Basta solo con leer el primer principio del modelo de la calidad para comprender el porqu\u00e9 una organizaci\u00f3n debe estar orientada al cliente:<\/p>\n<p><em>Las organizaciones dependen de sus clientes y por lo tanto deber\u00edan comprender las necesidades actuales y futuras de los mismos, satisfacer sus requisitos y esforzarse en exceder sus expectativas.<\/em><\/p>\n<p>Existe una relaci\u00f3n directa entre los resultados deseados, y la satisfacci\u00f3n del cliente, lealtad del cliente y retenci\u00f3n del cliente. Sin ellos, es imposible que una organizaci\u00f3n se sustente por si misma. Obtener los resultados deseados es frecuentemente el fruto del efecto de la acci\u00f3n de los clientes.<\/p>\n<p>Conocerlos y satisfacerlos beneficia a las empresas en cuanto que un cliente satisfecho incrementa la rentabilidad de \u00e9stas. Adem\u00e1s, un cliente satisfecho aceptar\u00e1, entre otras cosas, pagar un precio \u2018premium&#8217; si el producto o servicio es ofrecido a su medida.<\/p>\n<p>Cualquier negocio sin el enfoque necesario en la satisfacci\u00f3n de sus clientes, esta a merced del mercado. Se cuenta con mayor informaci\u00f3n proveniente del mercado, y se tiene mayor acceso a la competencia. Sin la lealtad de los clientes, un competidor eventualmente satisfar\u00e1 aquellas necesidades y nuestra tasa de retenci\u00f3n decrecer\u00e1.<\/p>\n<p>Los clientes califican a nuestros productos o servicios de acuerdo a la calidad percibida. Es por esta raz\u00f3n que el enfoque hacia la calidad es fundamental para que se sientan satisfechos con los productos o servicios brindados. Esto requiere tener organizado un plan de gesti\u00f3n de la calidad para evaluar las necesidades de los clientes y satisfacerlas, sin tampoco excedernos puesto que eventualmente derivar\u00e1 en gastos no reconocidos por los consumidores.<\/p>\n<p><strong>Hay diferentes tipos de clientes:<\/strong><\/p>\n<ul>\n<li>Clientes no Satisfechos: buscan alguien que les provea de los productos y servicios que desean.<\/li>\n<li>Clientes Satisfechos: abiertos a toda oportunidad que sea mejor que la actual.<\/li>\n<li>Clientes Leales: aquellos que regresan sin importar lo que ofrece la competencia.<\/li>\n<\/ul>\n<p><strong>Los clientes no satisfechos son un grupo interesante:<\/strong><\/p>\n<ul>\n<li>Por cada cliente que se queja existen al menos 25 que no lo hacen.<br \/>\nCada cliente no satisfecho le comunicar\u00e1 su insatisfacci\u00f3n a entre 8 y 16 personas. Incluso con la llegada de Internet, algunos llegan a miles.<\/li>\n<li>El 91% de los clientes no satisfechos dejara de adquirir bienes o servicios de la compa\u00f1\u00eda.<\/li>\n<li>Un esfuerzo por resolver la insatisfacci\u00f3n resultar\u00e1 en que el 85% de los clientes vuelvan a comprar.<\/li>\n<li>Dependiendo del negocio, un cliente nuevo puede costarle a la empresa entre 4 y 100 veces m\u00e1s que el intento por retener a los actuales.<\/li>\n<\/ul>\n<p><strong>Claves para ser exitosos con los clientes:<\/strong><\/p>\n<ul>\n<li>El cliente es la persona m\u00e1s importante en cualquier organizaci\u00f3n.<\/li>\n<li>El cliente no depende de la organizaci\u00f3n. La organizaci\u00f3n depende de sus clientes.<\/li>\n<li>El cliente no es m\u00e1s una interrupci\u00f3n del trabajo. Es el prop\u00f3sito del mismo.<\/li>\n<li>El cliente hace un favor cuando se acerca a la organizaci\u00f3n. La organizaci\u00f3n no le hace ning\u00fan favor al cliente esper\u00e1ndolo.<\/li>\n<li>El cliente es una parte esencial de la organizaci\u00f3n, no un extra\u00f1o.<\/li>\n<li>El cliente no es solo dinero que ingresa a la caja. Es un ser humano con sentimientos y merece ser tratado con respeto.<\/li>\n<li>El cliente es una persona que se acerca a la organizaci\u00f3n para satisfacer sus necesidades. Es trabajo de la misma satisfacerlas.<\/li>\n<li>El cliente merece la mejor y m\u00e1s cort\u00e9s atenci\u00f3n que se le pueda brindar. Es la sangre misma de cualquier negocio. El paga los salarios. Sin \u00e9l, se deber\u00edan cerrar las puertas. Nunca olvidar esto.<\/li>\n<\/ul>\n<p><strong>Ing. Juan Pablo Verzini<\/strong><br \/>\nIngeniero Industrial.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Un factor importante para determinar la probabilidad de \u00e9xito y&#8230; <\/p>\n","protected":false},"author":4,"featured_media":677,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_crdt_document":"","footnotes":""},"categories":[218],"tags":[],"class_list":["post-675","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-diagnostico-organizacional-y-plan-de-accion"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El cliente: Objetivo y fin de la organizaci\u00f3n - Action Group, Education &amp; Consulting<\/title>\n<meta name=\"description\" content=\"Un factor importante para determinar la probabilidad de \u00e9xito y beneficios de una organizaci\u00f3n es la\u00a0satisfacci\u00f3n del cliente. 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