Investigación de mercado centrada en el cliente

Market Research helps companies to become more customer-centric.

Research is crucial for companies that interact with customers. It provides companies with customer data and makes it easier to understand preferences and buying behavior. Companies can also identify opportunities to attract and keep customers.  Key ways to boost customer centricity include:

• Velocidad
• Confianza
• Sencillez
• Seguridad
• Fiabilidad

Some industries have traditionally been less customer-centric. Research helps these industries become more customer-centric:

Industria de la salud

Muchos pacientes se consideran clientes que buscan la mejor atención a precios asequibles. Ellos son los que impulsan la industria de la salud. Sin embargo, la centralidad en el cliente en el sector sigue siendo difícil de alcanzar. Muchos actores de la industria todavía están tratando de ponerse al día y poner al cliente en primer lugar. Sólo unos pocos administradores de hospitales y médicos se centran en brindar servicios centrados en el cliente. Esta falta de centralidad en el cliente es evidente, aunque los pacientes se están volviendo más selectivos. Tienen el poder de elegir dónde gastar su dinero en atención médica.

Industria de servicios financieros

The financial services industry is a state-of-the-art sector. However, it has poor scores in customer centricity. The industry has had a push for digital transformation. However, financial services companies tend to have rigid cultures. This rigidity makes it difficult to achieve high customer satisfaction levels. Most financial services companies struggle with generating and translating customer insights. Quantitative and Investigación de Mercado Cualitativa can inspire better services and products for customers.

Negocios sin fricciones is a rising trend in Finance.  The idea is to reduce the barriers for customers to use products and services.  Still, companies in this industry can benefit from delivering more customer centric experiences. 

Industria de las Telecomunicaciones

The telecoms industry struggles the most with customer centricity. It includes cable TV, wireless, and telephone, and satellite companies. Most companies in the industry are not set-up to become customer-centric. They operate on a yearly budgeting process with a well-defined top-down system. It leaves little to no room for bottom-up feedback. Besides, their customers compare products and services online before choosing a company. With such dynamics, telecom companies face a real challenge. Research helps the Telecommunications industry to become more responsive and attuned to customer needs.

Industria de servicios públicos

La revolución digital está revolucionando la industria de servicios públicos. Las empresas de esta industria enfrentan nuevos desafíos para cumplir con las expectativas del usuario final. A medida que evolucionan las experiencias de los clientes, se vuelve más difícil encontrar nuevas formas de involucrarlos. Los clientes tienen a su disposición nuevos puntos de contacto digitales, incluidas las redes sociales. Ahora pueden recopilar información sobre las marcas antes de interactuar con ellas. Dado que las expectativas de los clientes están cambiando, resulta difícil complacerlos. También es difícil mantener su lealtad. Es difícil para estas empresas brindar una experiencia perfecta al cliente. Estas son algunas de las razones por las cuales:

• Infraestructura compleja
• Procesos fragmentados
• Falta de agilidad empresarial
• Capacidades de atención al cliente inconexas.

Industria de seguros

The insurance industry has faced several changes over the years. These changes have necessitated customer-centric services. However, the traditional organizational structure of these companies gets in the way. They depend on independent insurance agents or third-party brokers. The lack of direct customer contact makes it difficult to achieve customer centricity. Still, these companies are seeking to shift to a more customer-centric model. However, they need to overcome challenges such as rising consumerism. They also need to conquer their obsession with the use of technology and high rates of talent churn. These companies need to change their capability to compete. They have to deliver services consistent with customer expectations.

Acerca de la investigación de mercado centrada en el cliente

Customer Centricity aims to provide a positive customer experience throughout an interaction. It involves putting the customer first and their needs at the core of the business. However, companies in some sectors find it difficult to achieve customer centricity. These sectors include healthcare, financial services, telecommunications, utilities, and insurance industries. Their challenges may be due to the dynamics of their industries. The solution is market research, which will open avenues. It will also expose these companies to new ways of doing business.

We conduct Qualitative, Quantitative, and Strategy Research.  Key solutions include:

• Grupos de discusión
• Entrevistas con clientes
• Encuestas
• Co-Creación
• Etnografía del hogar, la oficina y las tiendas