Carmen Jiménez Millán. Responsable de Marketing LeónOlarte.
Una encuesta de satisfacción del cliente es un estudio empírico a través del cual se obtiene de forma económica y eficiente la información de la mano del cliente. Sirven especialmente para la toma de decisiones con una base cuantitativa obtenida gracias a un cuestionario que rellenan los usuarios o clientes de un producto o servicio.
Demostrar a nuestros clientes que nos importan verdaderamente, y que estamos dispuestos a mantener una relación permanente con ellos cuyo último fin sea el mejorar nuestro servicio hasta satisfacer completamente sus necesidades, supone una decisión estratégica esencial para alcanzar, no solo nuevas posibilidades de negocio para nuestro despacho, sino también para conseguir la tan deseada fidelización.
Entre las diversas herramientas de las que disponemos para conseguir estos objetivos, se encuentran las encuestas de satisfacción, ellas nos ayudan a conocer la percepción que tienen los clientes de nuestro despacho y nuestros servicios y por otro lado, demostrar al cliente nuestro interés por mantenerles satisfechos.
Aunque muchos abogados puedan ver esta medida inusual, lo cierto es que es la manera más efectiva de conocer con certeza el grado de satisfacción del cliente. Además, la implantación de forma periódica de estas encuestas supone una serie de beneficios:
1. Salir del estado de autocomplacencia que supone el asumir que el cliente está siempre feliz con nosotros. Puede sorprendernos, que a pesar que exista una relación cordial y satisfactoria con el cliente durante el transcurso del trabajo, pueden existir pequeñas insatisfacciones que el cliente no transmite, y que preguntándole a través de estos cuestionarios le hará más fácil transmitirlos al despacho.
2. Detectar aspectos que no funcionan del todo en nuestro servicio. Y lo más importante, podremos corregirlos.
3. Conocer que aspectos resultan claves para la satisfacción del cliente con el fin de aumentar nuestra facturación y prestar atención especial a cualquier área susceptible de mejora, e incluso, detectar nuevas posibles áreas de trabajo.
4. Identificar rápidamente experiencias negativas y adoptar medidas de recuperación oportunas.
5. La relación con el cliente se fortalecerá. Al sentirse parte del proceso y ser preguntados, los clientes se suelen sentir más satisfechos, valoran mejor la empresa puesto que les pide su opinión y permite a las empresas mantener una conversación fluida con sus clientes.
6. Captación de nuevos clientes. Al conocer las pautas que más valoran nuestros actuales clientes se facilita la captación de más clientes potenciales
7. Ayuda a crear la cultura organizativa de la empresa hacia un enfoque común: la satisfacción del cliente.
Por lo tanto, las encuestas de satisfacción son una medida muy favorable para las organizaciones, ya que son un método muy eficaz para conocer la opinión de nuestros clientes y desempeñan un papel crucial a la hora de cuantificar, gestionar y mejorar su fidelidad, no existiendo razones en contra que pudieran limitar tal posibilidad, salvo, como es normal en estos casos, cierta resistencia de los socios a llevar a cabo esta medida, normalmente por razones de falta de involucración en el proyecto de atención al cliente al estar completamente imbuidos en el trabajo técnico diario o sencillamente por la falta de una cultura de servicio al cliente. No obstante, superadas estas resistencias, la realización de estas encuestas supondrá un factor de diferencia de nuestro despacho y una oportunidad de crecimiento tanto a nivel cualitativo como cuantitativo.
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