{"id":8469,"date":"2021-02-03T10:00:08","date_gmt":"2021-02-03T16:00:08","guid":{"rendered":"https:\/\/backup.primeaction.com\/sp\/?p=8469"},"modified":"2021-01-28T10:38:28","modified_gmt":"2021-01-28T16:38:28","slug":"estas-son-las-brechas-del-comercio-electronico-en-mexico-segun-salesforce","status":"publish","type":"post","link":"https:\/\/backup.primeaction.com\/sp\/estas-son-las-brechas-del-comercio-electronico-en-mexico-segun-salesforce\/","title":{"rendered":"\u00c9stas son las brechas del comercio electr\u00f3nico en M\u00e9xico, seg\u00fan Salesforce"},"content":{"rendered":"

Si bien en 2019, el comercio electr\u00f3nico mexicano fue el que registr\u00f3 la mayor tasa de crecimiento del mundo, con 35%, como lo calcul\u00f3 la consultor\u00eda eMarketer en su momento, en 2020, las ventas digitales mexicanas crecieron 27% y cayeron al lugar 17, seg\u00fan la estimaci\u00f3n que realiz\u00f3 la consultor\u00eda, la cual coloca en los primeros lugares a Argentina, Espa\u00f1a, Singapur, Brasil y Reino Unido, aunque excluye boletos de viaje y eventos, pagos de servicios y transferencias y servicios de alimentaci\u00f3n y bebidas.<\/p>\n

No hay un consenso sobre cu\u00e1nto creci\u00f3 el comercio electr\u00f3nico mexicano en 2020. eMarketer estima que lo hizo 27%, mientras que Statista calcula que lo hizo 31.8 por ciento. Ambas casas de estudio de mercado coinciden en colocar a M\u00e9xico como el mercado de ventas digitales en la posici\u00f3n 16 o 17 del mundo, de acuerdo con el crecimiento del mercado y con su valor. <\/p>\n

Adem\u00e1s de los retos m\u00e1s evidentes para el comercio electr\u00f3nico en M\u00e9xico, es decir aquellos que tienen que ver con la infraestructura digital \u250051.2% de los hogares tienen acceso a internet y 37.6% tienen una computadora, aunque 87.5% tiene acceso a un dispositivo m\u00f3vil, seg\u00fan los datos del Censo 2020 del Inegi\u2500, la compa\u00f1\u00eda de servicios Salesforce detecta en el comercio electr\u00f3nico mexicano tres brechas:<\/p>\n

La brecha entre los diferentes canales de atenci\u00f3n al cliente.
\nCarecer de informaci\u00f3n hist\u00f3rica de los clientes.
\nUn seguimiento adecuado de todos los procesos del servicio.
\nDe acuerdo con Jos\u00e9 Luis Varela, vicepresidente senior de Ingenier\u00eda de Soluciones para Salesforce Latinoam\u00e9rica, lo primero que hizo el 2020 y la llegada de la pandemia de Covid-19, fue crear una concientizaci\u00f3n en todos los niveles de las organizaci\u00f3n sobre la importancia de la transformaci\u00f3n digital, que es b\u00e1sicamente el apalancamiento de herramientas tecnol\u00f3gicas para beneficiar al cliente.<\/p>\n

\u201cTener la posibilidad de anticipar el comportamiento del cliente\u201d<\/p>\n

De acuerdo con el directivo de esta compa\u00f1\u00eda estadounidense dedicada proveer servicios y estrategias de atenci\u00f3n al cliente en la nube, nueve de cada 10 equipos de servicio al cliente creen que 2020 cambi\u00f3 la forma de relacionamiento con sus clientes, lo que evidentemente haya una mayor necesidad de identificar los puntos de contacto con el cliente, lo que hace se cuente con informaci\u00f3n cada vez m\u00e1s relevante del cliente.<\/p>\n

\u201cCuando hablamos de informaci\u00f3n relevante del cliente, no s\u00f3lo se trata de contar con un hist\u00f3rico de compras o con un perfil sino de tener la posibilidad de anticipar comportamiento del cliente\u201d, dijo y agreg\u00f3 que esto supone ver esta anticipaci\u00f3n implementada en los procesos operativos del d\u00eda a d\u00eda, mediante componentes de tecnolog\u00eda como la Inteligencia Artificial. De lo contrario, la satisfacci\u00f3n y retenci\u00f3n de clientes a trav\u00e9s de canales digitales se rompe cuando el cliente no recibe la promesa que se le hizo.<\/p>\n

\u201cLa regla de oro en el canal digital es que t\u00fa entregues lo que est\u00e1s ofreciendo. Si entras a un portal de comercio electr\u00f3nico, a trav\u00e9s de WhatsApp o si quieres hacer un pago, que esa promesa se cumpla\u201d, dijo. <\/p>\n

Varela asegur\u00f3 que a esta necesidad de unificar la percepci\u00f3n del cliente y de contar con informaci\u00f3n del mismo se suma la necesidad de redefinir los cronogramas de distribuci\u00f3n y en la forma en la que manejan la demanda. \u201cLo importante es tener m\u00e1s conocimiento de la relaci\u00f3n entre el cliente y los procesos de la propia empresa, eso hace que las cadenas log\u00edsticas tengan mucha m\u00e1s flexibilidad\u201d. <\/p>\n","protected":false},"excerpt":{"rendered":"

Adem\u00e1s de los retos m\u00e1s evidentes para el comercio electr\u00f3nico en M\u00e9xico, es decir aquellos que tienen que ver con la infraestructura digital \u250051.2% de los hogares tienen acceso a internet y 37.6% tienen una computadora, aunque 87.5% tiene acceso a un dispositivo m\u00f3vil, seg\u00fan los datos del Censo 2020 del Inegi\u2500, la compa\u00f1\u00eda de servicios Salesforce detecta en el comercio electr\u00f3nico mexicano tres brechas.<\/p>\n","protected":false},"author":10,"featured_media":8472,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"single-post.php","format":"standard","meta":{"_eb_attr":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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