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Credicoob » fidelização de clientes http://credicoob.com.br/site Soluções Estratégicas de Cobrança Mon, 11 Feb 2019 20:50:45 +0000 en hourly 1 http://wordpress.org/?v=3.3.2 A importância da fidelização dos clientes. http://credicoob.com.br/site/?p=71 http://credicoob.com.br/site/?p=71#comments Tue, 26 Jun 2012 22:32:47 +0000 admin http://credicoob.com.br/site/?p=71 Manter os consumidores tem custo menor do que conquistar novos

Pesquisa realizada pelo Serviço Brasileiro de Apoio às Micro e Pequenas Empresas (Sebrae) em São Paulo apontou números alarmantes para os varejistas: apenas 30% dos estabelecimentos comerciais do estado possuem algum tipo de cadastro de clientes. Além disso, 69% desses comerciantes jamais fizeram ações de pós-venda.

O estudo acende uma luz amarela quanto ao quesito fidelização, extremamente importante para a saúde econômica de qualquer comércio. “Uma base de clientes fiéis é menos sensível às mudanças de preços, diminui custos para conquistar novos consumidores, além de conferir uma constância muito maior ao fluxo de caixa”, afirma Eduardo Terra, vice-presidente do Instituto Brasileiro de Executivos de Varejo e Mercado de Consumo (IBEVAR) e Diretor Geral da UBS Escola de Negócios.

De acordo com o Sebrae, conquistar um novo cliente pode ser de cinco a dez vezes mais caro do que manter o atual.

Eduardo Terra afirma que existem três fases para a fidelização. As duas primeiras são identificação e entendimento. “Essas etapas são simples, basta o varejista criar cadastros e analisar os históricos”, explica. A terceira é engajamento. “Este é um conceito novo, baseado em emoções, nada mais de planos e bônus, como se comprasse o cliente. No engajamento, a pessoa se identifica com a marca e cria laços baseados em confiança e relacionamentos”, finaliza.

Fonte: www.serasaexperianportais.com.br

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