En la era del comercio electrónico, la rapidez en las entregas se ha convertido en un factor decisivo para la competitividad de las empresas. Sin embargo, mientras las expectativas de entrega rápida aumentan, también lo hacen las tasas de devolución. Las devoluciones en el comercio electrónico son aún más altas, con una tasa del 20,8%, debido a la imposibilidad de tocar y probar los productos antes de la compra.
El desafío de las devoluciones
Las devoluciones complejas pueden ser una fuente importante de frustración para los clientes. A menudo, los procesos actuales exigen que los clientes impriman etiquetas, vuelvan a empaquetar los artículos y los transporten a un servicio de entrega o a una tienda. Esta fricción no solo afecta la satisfacción del cliente, sino que también puede influir en las decisiones de compra futuras.
El poder del crowdsourcing para devoluciones
Para resolver estos problemas y mejorar la experiencia del cliente, un número creciente de empresas está recurriendo al crowdsourcing. Aprovechar una red de conductores independientes para recoger devoluciones en la puerta del hogar o en la oficina del cliente está cambiando la forma en que se manejan las devoluciones.
Beneficios del crowdsourcing en la gestión de devoluciones:
Simplificación del proceso: El crowdsourcing elimina la necesidad de que los clientes impriman etiquetas o transporten paquetes, haciendo que las devoluciones sean simples y sin complicaciones.
Mejora de la experiencia del cliente: Una encuesta de Narvar revela que el 77% de los compradores primerizos que experimentaron un proceso de devolución “fácil” o “muy fácil” están dispuestos a volver a comprar en ese minorista. Facilitar el proceso de devolución es clave para fomentar la lealtad a la marca.
Reducción de costos: Al usar redes de conductores para gestionar devoluciones, las empresas pueden reducir los costos asociados con el procesamiento de devoluciones y la logística interna.
Impulso de la lealtad a la marca: Un proceso de devolución sin fricciones mejora la percepción de la marca y aumenta la probabilidad de que los clientes vuelvan a comprar en el futuro.
Evolución del comercio electrónico
Así como los líderes del comercio electrónico han avanzado en la agilización de las compras y la reducción de los plazos de entrega, los procesos de devolución también deben evolucionar. Las empresas que adopten soluciones de crowdsourcing para devoluciones estarán a la vanguardia de la experiencia del cliente, diferenciándose en un mercado competitivo.
El crowdsourcing está redefiniendo la forma en que las empresas manejan las devoluciones, ofreciendo una solución que no solo facilita el proceso para los clientes, sino que también mejora la eficiencia y reduce costos. Al adoptar estas innovaciones, su empresa puede transformar las devoluciones en una ventaja competitiva, incrementando la satisfacción del cliente y fortaleciendo la lealtad a la marca.
Aeroméxico detectó la oportunidad de incrementar su visibilidad orgánica y, de la mano de Elogia, aprovechó la migración a un nuevo esquema de sitio y sacar el mayor provecho de su contenido.
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