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 La satisfacción es una percepción del valor recibido frente al esperado, si el valor recibido es igual al esperado entonces un cliente estará satisfecho, es decir habremos cubierto sus expectativas.

Pero en este contexto de alta competencia debemos poner todos los elementos posibles para que el valor percibido no sólo sea igual al esperado sino que esté por encima del valor de nuestros competidores, de esta manera aseguraremos una mayor fidelización de nuestra clientela.
Cuidado, porque el cliente puede estar satisfecho por inercia. Un cliente satisfecho por inercia no se cuestiona los productos o servicios de la empresa (los considera aceptables, adecuados y los sigue comprando)
Para estar tranquilos debemos profundizar un poco más, ya que es muy importante distinguir entre “fidelidad pasiva” y “fidelidad activa” para poder saber de qué pasta esta hecha la "satisfacción" de nuestros clientes.
Fidelidad pasiva: es un cliente satisfecho por inercia
Este cliente es altamente vulnerable si la competencia le hace una oferta que ponga en cuestión la de nuestra empresa.Atención, es posible que una gran parte de clientes estén en esta categoría.
Por el contrario en la fidelidad activa, el cliente es realmente fiel y se manifiesta en que:

  • Prefiere los productos de la empresa a cualquier alternativa.
  • Tiene comportamientos de participación, recomendación, confianza y compromiso.
  • Es mucho menos vulnerable a la competencia.

¿De qué pasta está hecha la fidelidad de su clientela?

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