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Portada / Negocios


EL RETAIL ES LA INDUSTRIA CON MAYOR ÍNDICE DE SATISFACCIÓN ENTRE LOS CLIENTES
CHILENOS, SEGÚN ESTUDIO 

Forbes Staff | septiembre 27, 2023 @ 9:09:32
am2023-09-27T09:23:34-03:002023-09-27T09:23:32-03:00

FOTO: Rodolfo Jara / Forbes Chile
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Un dato relevante es que un 55% de los encuestados considera que la
implementación de Inteligencia Artificial puede mejorar su experiencia de
servicio con las empresas evaluadas.

Según el Estudio Multisectorial de Experiencia de Clientes 2023, en términos de
satisfacción, el Retail ocupa el primer puesto en Chile, con un 79%; seguido por
la Banca con un 70%; Telecomunicaciones (13%) y Servicios Básicos (11%).

En el ámbito de la lealtad de los clientes, evaluado a través del indicador NPS,
el sector Retail también se posiciona en el primer lugar con 28%, seguido por la
Banca en el segundo lugar con un 22%. Por otro lado, el sector de
Telecomunicaciones registra sólo un 7% de lealtad de clientes, marcando una
diferencia significativa.

Este estudio fue elaborado por el Centro de Experiencias y Servicios (CES) de la
Universidad Adolfo Ibáñez, en colaboración con Globant y Activa. Se llevó a cabo
desde el 23 de mayo al 27 de junio del 2023, período en el que se realizaron
3.116 entrevistas a nivel nacional a personas entre 18 y 65 años.

“El estudio multisectorial identifica las razones por las cuales algunas
industrias logran brindar experiencias memorables que devienen en
comportamientos de lealtad medidos por NPS®. En términos generales, quisimos
explicar la lealtad a través de la experiencia física y digital, y el resultado
emocional de la experiencia vivida”, dice Rodrigo de la Riva, Socio Director de
Activa Research.

“La prueba y uso de los productos es el momento que hace la diferencia entre una
experiencia insatisfactoria, una solamente satisfactoria y una experiencia que
encanta y fideliza a sus clientes”, agrega de la Riva.

Lee también: ¿Cuáles son las profesiones mejor pagadas y con mayores
proyecciones en Chile de este 2023 y para el próximo año?


CANALES DIGITALES

En las preferencias en canales digitales de atención y el aporte que se le
asigna a la Inteligencia Artificial en la experiencia como cliente, el estudio
revela que el 85% de los encuestados utiliza canales digitales en la Banca,
siendo la aplicación móvil la opción preferida con un 58%. En el sector de
Telecomunicaciones, el 81% utiliza canales digitales, destacando la preferencia
por las aplicaciones móviles en un 36%.

Un dato relevante es que un 55% de los encuestados considera que la
implementación de Inteligencia Artificial puede mejorar su experiencia de
servicio con las empresas evaluadas. Este porcentaje es más alto en el sector de
Telecomunicaciones (57%).



“Si bien hoy, es incuestionable la relevancia de los canales digitales en las
expectativas de los usuarios de las distintas industrias, hasta ahora no
habíamos podido encontrar indicadores que relacionen su impacto en la lealtad de
los clientes. Este estudio nos permite tener una mirada transversal en las 4
industrias y determinar, no solo la preferencia de los clientes de los distintos
canales digitales en cada una de ellas, sino también entender como la
adaptabilidad (flexibilidad) de los canales, apalancado fuertemente por la
inteligencia artificial, puede impactar directamente en la satisfacción de estos
y la lealtad de los clientes”, agrega Felipe Montegu, Director de Estrategia y
Servicios en Globant.

Sobre la gestión de problemas y satisfacción con las soluciones, las cifras
analizaron problemas experimentados con los servicios en las cuatro industrias
evaluadas en los últimos seis meses, período en el cual un 19% de los
encuestados reportó haber tenido algún problema, siendo la industria de
Telecomunicaciones la más afectada con un 28%, en contraste con el 12% en el
Retail.

Sin embargo, el 64% de participantes afirmó que sus problemas fueron resueltos
satisfactoriamente. El sector de Servicios Básicos lidera en este aspecto, con
un 69% de solución satisfactoria de problemas de sus clientes.

En cuanto a la gestión y solución de problemas, el 78% de los clientes en el
sector de Retail se mostró satisfecho, seguido por la Banca con un 63%,
demostrando el esfuerzo de las empresas por brindar soluciones efectivas y
satisfactorias a sus clientes.

Los resultados del estudio pretenden servir como base para la toma de decisiones
estratégicas, la continua mejora de los servicios ofrecidos y el aprendizaje que
se pueda generar entre industrias.

--------------------------------------------------------------------------------


MÁS DE NEGOCIOS

--------------------------------------------------------------------------------

octubre 4, 2023


ESTE EMPRENDIMIENTO BUSCA QUE EL RETAIL CHILENO SEA MÁS SOSTENIBLE Y CONSCIENTE:
LA HISTORIA DE WILD LAMA

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STACKADAPT INC.

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TRITON DIGITAL CANADA INC.

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ONETAG LIMITED

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ADYOULIKE SA

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NATIVO, INC.

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ADOBE ADVERTISING CLOUD

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BEACHFRONT MEDIA LLC

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SAMBA TV UK LIMITED

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MGID INC.

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SOLOCAL SA

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ORACLE ADVERTISING

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UNITED INTERNET MEDIA GMBH

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PIXFUTURE MEDIA INC.

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EPOM LTD.

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PUBLISHER FIRST, INC.

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STROSSLE INTERNATIONAL AB

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ENSIGHTEN

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ADNUNTIUS AS

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PETAL ADS

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PUBLICA LLC

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PRECISO SRL

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LISTONIC SP. Z O.O.

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DIANOMI PLC

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OPTI DIGITAL SAS

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EBAY INC

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INIS SP. ZO.O.

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NEXX360

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KARGO GLOBAL INC.

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HOLID AB

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SCHWARZ MEDIA GMBH

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GREEN GREY HOLDING (CY) LTD

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