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DRAFT

La Experiencia de Consumo16 de mayo de 2013

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5/21This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be rel ied on by any 3rd party without Bain's prior written consent 5130516-La Experiencia de Consumo - ICARE v11DAL

Los líderes de lealtad tienen mayores

ingresos y menores costos

15%Menor

>2xCAGR

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¿Con qué lenguaje comunicamos a los

empleados, socios y accionistas?

ÍNDICE DE SATISFACCIÓN LÍDER POR # DE ATRIBUTOS

• Precios

• Promociones

• Beneficios

• Exactitud en el cobro

• Equipos

• Atención telefónica

• Factura

• Servicios de valor

agregado• Calidad de llamadas

• SMS

• Servicio de recarga

• Atención personalizada

•

Servicio técnico

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Pasivos

0-6

7-8

9-10

Promotores

Net Promoter Score (NPS)

Menos NPS del mejor competidor relevante

Detractores

NPS relativo (rNPS)

Menos

Muyprobablemente

Muyimprobablemente

Nos recomendaría a un amigo?

El Net Promoter® Score (o NPS®)

% Promotores

% Detractores

1

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Comenzamos con sólo una compañía… 

…ahora son miles 

http://www.pwc.com/gx/en/index.jhtml?ld=nohttp://www.phanfare.com/http://images.google.de/imgres?imgurl=http://rermag.com/corporate_locator/RSC%20color%20logo_091106.JPG&imgrefurl=http://rermag.com/corporate_locator/job_locator/&h=119&w=225&sz=8&hl=de&start=7&um=1&tbnid=Cgx07xzsb0sORM:&tbnh=57&tbnw=108&prev=/images?q=RSC+Rental&gbv=2&svnum=10&um=1&hl=de&sa=Nhttp://www.travelcounsellors.co.uk/http://images.google.de/imgres?imgurl=http://es.geocities.com/crechymx/HSBC.JPG&imgrefurl=http://www.geekstore.cl/?t=mx_a_15463921_1499&h=483&w=1873&sz=45&hl=de&start=3&um=1&tbnid=jK_SALZQsG1bkM:&tbnh=39&tbnw=150&prev=/images?q=HSBC&svnum=10&um=1&hl=dehttp://de.wikipedia.org/wiki/Bild:Verizon_Logo.svghttp://images.google.de/imgres?imgurl=http://www.mm-line.ch/imag-mmline/HP/hp_invent_logo.jpg&imgrefurl=http://www.mm-line.ch/Begrues.htm&h=405&w=500&sz=10&hl=de&start=4&um=1&tbnid=YuWSBBXc7RkLJM:&tbnh=105&tbnw=130&prev=/images?q=hp&svnum=10&um=1&hl=de&rls=GGIH,GGIH:2006-50,GGIH:de

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PROMOTORESPERMANECEN MÁS… …Y REFIEREN MÁS …COMPRAN MÁS… 

Es fundamental medir el valor de un

promotor vs. un detractor

2

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El análisis de causas raíz tiene que ser un

input clave para la estrategia

3

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“Cuando los consumidores

compran algo por el queresultan insatisfechos , 95% 

de ellos no reclama a lacompañía, pero se lo cuenta a

10 o 15 amigos”  

Columna de opinión, 4 de mayo de 2013

¿Pero, cómo mejoramos sin el feedback

de nuestros clientes?

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La ejecución del ciclo de feedback

cerrado real-time a alta velocidad

Encuesta al cliente esenviada al correoelectrónico dondeenvían la factura

Feedback es recogidomediante encuesta

online de NPS

Los hallazgos soncompartidos por elequipo de la tienda

cada día

Los gerentes de la tienda llaman a todos los Detractores y a un conjunto dePromotores

1 2 3

4

4

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NET PROMOTER SCORE 25% NET PROMOTER SCORE 75%

¡Y es mucho más divertido atender a

promotores que a detractores!

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?

NPS EMPLEADOS 20% NPS CLIENTES 75%???

¿Pero empleados pasivos y detractores

pueden crear un ejército de promotores?

5

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Los incentivos tienen que estar alineados

a los resultados deseados

ANTES DESPUÉS

Componentede equipo

6

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El proceso para incluir este sistema

dentro del ADN lleva mucho tiempo

Instalación  Realización  Repetibilidad Instalar algo

nuevoLograr el resultado

deseadoGenerar nuevas

fortalezas

Desplegar nuevo sistemade NPS

Lograr loscambios decomportamiento

necesarios

Incorporar habilidades ycomportamientos

7

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“Cada día recibimos20.000 feedbacksque el equipo y

socios leen y de los

cuales aprenden”  

“Este es uno de losmayores programas

de cambio jamás

emprendidos porTelstra”  

Se requiere liderazgo y compromiso

público

8

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