Reunión de noviembre con Esther Gironella: “Marketing relacional: Ford y el mundo de los jóvenes”
Arantxa Villar diciembre 13th, 2009
Trayectoria Profesional
Esther Gironella cuenta con más de 20 años de experiencia en Ford España, principalmente en las áreas de Marketing y Ventas, en departamentos tan diferentes como Distribución, Flotas, Producto, Ventas, Post-venta y Marketing.
Actualmente, y desde el año 2000, ocupa el puesto de “Gerente de CRM, Internet y Eventos” y por tanto ha vivido muy de cerca la implantación de la estrategia CRM desde el principio, así como su evolución dentro de una Compañía como Ford España.
Desde su posición, es responsable de fijar las estrategias de CRM para las áreas de Ventas, Post-Venta y Financiación, centralizando todos los canales on y off line, eventos, así como la coordinación con la Red de Concesionarios.
En nuestra reunión de noviembre Esther nos habló de los fundamentos del Marketing Relacional y la gestión del cliente como base de la comunicación y catalizador de cambios estructurales en la empresa. Nos explicó estrategias de fidelización y prospección utilizando canales on y off line, así como la medición de las acciones realizadas. Además, nos mostró el caso de Ford y el mundo de los jóvenes, como ejemplo práctico del Marketing Relacional.
Queremos agradecer a Esther, su extraordinaria ponencia sobre Marketing Relacional a través de un ejemplo de éxito como Maskedummies.
En el Marketing Relacional, lo que se ve es sólo la punta de un iceberg
CRM: Gestión de Relaciones con los clientes. Pero, ¿cómo se crea una relación?Fundamentalmente a través de la comunicación, la escucha activa y las experiencias tanto individuales como en grupo. En el marketing, además, es fundamental el análisis de todas estas acciones.
Pongamos un ejemplo. Tomás tiene una panadería y conoce a cada uno de sus clientes, es decir, qué suelen comprar, cuándo compran… Tomás identifica pautas de comportamiento. En Ford se venden más de 170.000 coches al año y más de 1 millón pasan por los talleres, por lo que no es fácil saber, cómo Tomás, las pautas de comportamiento de sus clientes. En empresas como Ford se poseen cantidades ingentes de información sobre sus clientes, pero se necesita del marketing relacional para gestionar las relaciones con ellos.
Es primordial saber y controlar quién recibe qué mensaje, cómo y cuándo, y es a través del Marketing Relacional como se gestiona la información y se controla la comunicación y el ciclo de la propiedad del cliente.
¿Qué canales se utilizan, por tanto, teniendo en cuenta que este tipo de Marketing es una comunicación en dos direcciones?
- Canal On-line, de mayor inmediatez, dinamismo y economía;
- Canal Off-line, permite más personalización y el momento de recepción de una pieza off-line (revista corporativa, correo directo, etc.) garantiza algo más su lectura. Además, el valor percibido de una revista corporativa o un correo directo es mayor que el de un correo electrónico.
En Ford se utiliza el canal On para prospección y el Off para fidelización. Atendiendo principalmente a principios de economía
En cuanto a la información del cliente, no podemos olvidar que su valor se deprecia con el tiempo y que, por el contrario, adquiere un increíble valor cuando se convierte en conocimiento y se distribuye para su mejor utilización.
¿Cómo gestiona Ford la información? Los datos de los clientes obtenidos a través de todos los canales (teléfono, web, magazine y mails) se engloban en única base de datos, que recibe también información de las otras áreas de negocio de Ford: financiación y talleres. Además, la empresa posee una herramienta de gestión de campañas, que se basa en una plataforma telefónica que “cualifica” al cliente y envía sus datos a las concesiones, donde comenzaría el proceso de venta.
Otra área de interés del CRM es la comunicación con sus clientes que va muy en línea con el nivel de información que de ellos se tiene. A medida que se conoce mejor al cliente, la comunicación es más personalizada y más efectiva.
Ford tiene una estrategia de comunicación bien definida, que comienza con el envío del “Welcome Pack” tras la compra del vehículo y que continúa a través del ciclo de propiedad, estando basada en el envío de su revista corporativa. Esta publicación se aprovecha para incluir encuestas que retroalimentarán el conocimiento que se tiene del cliente. También, va acompañada de un inserto con ofertas ad-hoc para cada cliente y cada momento de su ciclo de propiedad.
Por último, hay que tener en cuenta que en las acciones de Marketing Relacional o CRM se mide todo. La medición se realiza a través de grupos control y comparando su ratio de conversión a ventas. Por tanto puede medirse las ventas incrementales, el beneficio incremental, y el retorno de la inversión que ha generado el envío de cada acción realizada.
Ford y el mundo de los jóvenes
El caso de Ford y su relación con los jóvenes, se puede presentar como el caso de la “No-relación”.
Ford iba a lanzar un nuevo modelo de Ford Fiesta, un lanzamiento crucial. En los años 80 y 90, este coche había tenido un gran éxito, pero que éste había ido decayendo. Tras el análisis de cliente, se descubrió que el cliente actual de Ford Fiesta tenía una edad media muy superior a la del segmento y por tanto se encontraba en la situación de que iba a lanzar un producto para un público con el que “no hablaba”.
La venta a los jóvenes tiene una parte emocional y otra racional, y Ford se dio cuenta de que para venderles has de utilizar su mismo tono de comunicación. Pero antes había que analizar cómo son los jóvenes de hoy en día y aprender de “su” mundo: gregarios, los reyes del blog y del 2.0, todo lo llevan portátil y todo está interconectado.
Imagen de la Web Maskedummies (+KD)
El nuevo modelo de Fiesta nacía con una doble misión: convertirse en marca referente para los jóvenes y estar presente en su mundo, incluso antes de que se quieran comprar un coche. Desde este enfoque nació la comunidad 2.0, Maskedummies (+KD) (http://www.maskedummies.com/). En ella, una de las novedades y que está teniendo una gran aceptación y crecimiento por parte de los jóvenes, es que presenta un servicio gratuito de streaming, que funciona como uno de los más amplios archivos de música, con catálogos de las mejores distribuidoras de audio online independiente, llegando, por ahora, a un total de 1,5 millones de canciones. Además +KD cuenta con herramientas propias de las redes sociales y la web 2.0.
De esta iniciativa salió el Fiesta +KD, primer ejemplo en el que el producto lo hace realmente el cliente.
Maskedummies recibió el Premio Imán 2009 al mejor programa de fidelización.
Sin embargo, no hay que olvidar que la juventud está en constante evolución y Ford, con +KD seguirá evolucionando con ellos.
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- Marketing Online , Marketing y Publicidad , Nuevas Tecnologías , Reuniones Think Tank , Web 2.0.
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