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Warning: "continue" targeting switch is equivalent to "break". Did you mean to use "continue 2"? in /home/credicoob/www/site/wp-content/plugins/piecemaker/piecemaker-main.php on line 2731 A importância da fidelização dos clientes. | Credicoob
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.