Consultoría para el rediseño de la experiencia del cliente en el canal digital de Menorca Inversiones
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Date
2021-12-16
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Pontificia Universidad Católica del Perú
Abstract
Menorca es una compañía que se dedica a la venta de lotes urbanizados, casas y
departamentos a través de sus canales presencial y digital, este último, aún en desarrollo. La
evolución del comercio en línea, acelerada por la pandemia, contribuyó a familiarizar al
cliente con los negocios digitales y, el sector inmobiliario, no ha sido la excepción. En el
2020, Menorca se vio en la necesidad de implementar mejoras en su plataforma digital, las
cuales redundaron en un aumento del 40% en las ventas de ese canal. Respaldada por estos
resultados, Menorca desea implementar un proceso 100% digital que permita generar
conversiones (ventas) a través de su canal digital. No obstante, el consumidor ha cambiado su
perfil y no está dispuesto a tolerar una experiencia digital incompleta o deficiente.
Considerando ello, se trabajaron 25 entrevistas a profundidad, ocho grupos focales
con 42 participantes y dos talleres multitareas con 30 personas; con el propósito de poder
empatizar con el cliente digital de Menorca y poder replantear la experiencia que el canal es
capaz de ofrecer. En ese orden de ideas, el mapa de experiencia se constituyó en una
herramienta clave para poder darle un orden cronológico a la información provista por los
clientes, tomando en cuenta sus sentimientos, identificando sus dolores actuales y facilitando
el planteamiento de alternativas que permitan aliviarlos.
Como resultado de esta consultoría, se identificaron diversas oportunidades de mejora
que se lograron agrupar en seis grandes proyectos: Mercadotecnia de contenido,
consolidación del canal en línea, experiencia de la compra digital, gerenciamiento de la
información, canal de comunicación y postventa. Las recomendaciones finales de este trabajo
incluyen una hoja de ruta para la implementación de estos proyectos que facilite trabajar en el
fortalecimiento de estas seis áreas, identificadas gracias a la retroalimentación directa del
cliente, priorizando aquellos proyectos que demanden el menor esfuerzo y sean capaces que
generar el mayor impacto posible en las ventas de Menorca.
Menorca is a company that sells urbanized lots, finished houses and apartments through its main sales channels: direct and digital, this last one, still under development. The e commerce evolution, speeded up by COVID-19 pandemic, aided in customer familiarization with online purchasing and, real estate investments, were not the exception. In 2020, Menorca had the need to perform some improvements on its web page, which boosted digital channel sales by 40%. Based on these results, now, Menorca wants to implement a 100% electronic process that allows complete conversions through the digital platform. However, customer profile has changed and is no longer willing to stand an incomplete or inadequate digital experience. Taking that into account, 25 in-depth interviews, 8 focus groups with 42 participants and two multitasks workshops with 30 people were carried out with the objective of empathizing with Menorca’s digital customer and be able to reformulate the experience the channel can offer. To achieve that, the experience map became a key tool to assign a chronological order to the information gathered, considering customer feelings, identifying its current pains, and easing the proposition of alternatives to relieve them. As a result of this consulting, several improvement opportunities were identified and grouped in six major projects: Content marketing, online channel consolidation, online shopping experience, information management, communication channel and after sales service. The final recommendations of this work include a route map to implement these projects, making easier the strengthening of these six areas established thank to direct customer feedback, prioritizing those projects that require less effort and have the potential to generate the highest impact on Menorca sales.
Menorca is a company that sells urbanized lots, finished houses and apartments through its main sales channels: direct and digital, this last one, still under development. The e commerce evolution, speeded up by COVID-19 pandemic, aided in customer familiarization with online purchasing and, real estate investments, were not the exception. In 2020, Menorca had the need to perform some improvements on its web page, which boosted digital channel sales by 40%. Based on these results, now, Menorca wants to implement a 100% electronic process that allows complete conversions through the digital platform. However, customer profile has changed and is no longer willing to stand an incomplete or inadequate digital experience. Taking that into account, 25 in-depth interviews, 8 focus groups with 42 participants and two multitasks workshops with 30 people were carried out with the objective of empathizing with Menorca’s digital customer and be able to reformulate the experience the channel can offer. To achieve that, the experience map became a key tool to assign a chronological order to the information gathered, considering customer feelings, identifying its current pains, and easing the proposition of alternatives to relieve them. As a result of this consulting, several improvement opportunities were identified and grouped in six major projects: Content marketing, online channel consolidation, online shopping experience, information management, communication channel and after sales service. The final recommendations of this work include a route map to implement these projects, making easier the strengthening of these six areas established thank to direct customer feedback, prioritizing those projects that require less effort and have the potential to generate the highest impact on Menorca sales.
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Keywords
Consultores de empresas--Planificación estratégica, Empresas inmobiliarias--Perú, Servicios al cliente--Calidad, Satisfacción del cliente, Comercio electrónico
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