{"id":6921,"date":"2018-06-11T12:30:50","date_gmt":"2018-06-11T10:30:50","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=6921"},"modified":"2020-06-22T12:04:59","modified_gmt":"2020-06-22T10:04:59","slug":"experiencia-de-cliente-stiga-icsx","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/experiencia-de-cliente-stiga-icsx\/","title":{"rendered":"Experiencia de Cliente: \u00cdndice Stiga &#8211; ICSX"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-1534990850\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/descargar-gratis-guia-mejor-perfil-linkedin-perfecto\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/d2xtbylwu97mzb.cloudfront.net\/\/blog\/prevencion-riesgos-laborales\/wp-content\/uploads\/2020\/06\/730x67-Guia-Linkedin.gif\";>\r\n<\/a><\/div><input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/experiencia-de-cliente-stiga-icsx\/\" data-essbisPostTitle=\"Experiencia de Cliente: \u00cdndice Stiga &#8211; ICSX\" data-essbisHoverContainer=\"\"><p><strong>Stiga<\/strong> es una instituci\u00f3n que publica an\u00e1lisis peri\u00f3dicos preguntando a consumidores de forma continua sobre la <strong>imagen, precio, servicio, fidelidad y recomendaci\u00f3n<\/strong> de sus proveedores de servicios (ICSX). En palabras de dicha empresa ello permite \u201c<em>tomar el pulso constante de los niveles de <strong>experiencia de cliente<\/strong> y a la vez enriquecer el valor de los informes informes<\/em>\u201d.<\/p><div class=\"blogs-contenido\" id=\"blogs-802672851\"><a class=\"adi-banner-programa-imf adi-marco\" href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\" target=\"_blank\" title=\"Ir al M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<img srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif 1x, https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280@2x.gif 2x\"\r\nsrc=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif\"  alt=\"M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<\/a><\/div>\n<p>No cabe duda de que conocer a fondo la <strong>experiencia del cliente<\/strong> es la mejor manera de dise\u00f1ar una estrategia de <a href=\"https:\/\/www.imf-formacion.com\/masters-oficiales\/master-oficial-marketing-comercial\">marketing<\/a> dirigida a <strong>mejorar la calidad percibida por los usuarios<\/strong> que lleve, en \u00faltima instancia, a <strong>clientes m\u00e1s fieles<\/strong> y <strong>flujos de ingresos m\u00e1s estables<\/strong>.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Indice_Stiga-ICSX_en_Espana\"><\/span>\u00cdndice Stiga-ICSX en Espa\u00f1a<span class=\"ez-toc-section-end\"><\/span><\/h2><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6ab52c99d3087\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ab52c99d3087\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/experiencia-de-cliente-stiga-icsx\/#Indice_Stiga-ICSX_en_Espana\" >\u00cdndice Stiga-ICSX en Espa\u00f1a<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/experiencia-de-cliente-stiga-icsx\/#Experiencia_de_cliente_en_Espana\" >Experiencia de cliente en Espa\u00f1a<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/experiencia-de-cliente-stiga-icsx\/#Valoracion_del_precio_en_Espana\" >Valoraci\u00f3n del precio en Espa\u00f1a<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/experiencia-de-cliente-stiga-icsx\/#Baja_fidelidad_del_cliente_espanol\" >Baja fidelidad del cliente espa\u00f1ol<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/experiencia-de-cliente-stiga-icsx\/#%C2%BFQue_sectores_generar_mas_y_menos_fidelidad\" >\u00bfQu\u00e9 sectores generar m\u00e1s y menos fidelidad?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/experiencia-de-cliente-stiga-icsx\/#%C2%BFCuales_son_los_sectores_mejor_valorados\" >\u00bfCu\u00e1les son los sectores mejor valorados?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<p>En Espa\u00f1a se public\u00f3 en <strong>diciembre de 2017<\/strong>, el \u00faltimo informe que recog\u00eda un muestreo aleatorio, que aseguraba la representatividad por provincia, sexo y edad, obteniendo al a\u00f1o <strong>m\u00e1s de 21.000 opiniones<\/strong> que inclu\u00edan 6 sectores econ\u00f3micos, desagregados a su vez en<strong> 13 subsectores de actividad<\/strong>.<\/p>\n<p>Los resultados trimestrales globales ofrecen interesantes resultados en los sectores analizados que incluyen <em>gas canalizado, electricidad, telecomunicaciones, sector asegurador, distribuci\u00f3n, turismo y sector del autom\u00f3vil<\/em>.<\/p>\n<p>El estudio demuestra que -dependiendo del a\u00f1o de la muestra- el \u00edndice de calidad percibida influir\u00e1 de manera distinta a nivel de fidelidad y prescripci\u00f3n de los clientes de una marca. As\u00ed, en los a\u00f1os <strong>2104 y 2015<\/strong>, dicho \u00edndice <strong>subi\u00f3 de manera generalizada<\/strong> en todos los sectores mientras que en el a\u00f1o <strong>2017<\/strong>, ha sufrido una <strong>importante bajada<\/strong> despu\u00e9s del llamativo repunte experimentado en 2016.<\/p><div class=\"blogs-contenido_3\" id=\"blogs-231951253\"><!------------------------   M\u00e1ster Oficial en Direcci\u00f3n de Comercial y Marketing-336x280   ------------------------>\r\n<script type=\"text\/javascript\">\r\nvar bannersnack_embed = {\"hash\":\"bztk0c17y\",\"width\":336,\"height\":280,\"t\":1594306553,\"userId\":38949682,\"type\":\"html5\"};\r\n<\/script>\r\n<script type=\"text\/javascript\" src=\"\/\/cdn.bannersnack.com\/iframe\/embed.js\"><\/script><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Experiencia_de_cliente_en_Espana\"><\/span>Experiencia de cliente en Espa\u00f1a<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>En cualquier caso, la <a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/generar-experiencias-en-un-cliente-exigente-el-reto-del-marketing-relacional\/\"><strong>experiencia de cliente<\/strong><\/a> en lo que se refiere a las instituciones que proveen servicios va mejorando poco a poco. En los per\u00edodos 2012 y 2013 el ISCX cay\u00f3 de manera estrepitosa, y -tras recuperarse interanualmente- los \u00faltimos meses de <strong>2017 parece que contin\u00faa esta tendencia<\/strong>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-6929\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2018\/06\/stiga-1-1-300x275.png\" alt=\"Gr\u00e1fico \u00cdndice STIGA - ICSX\" width=\"300\" height=\"275\" srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2018\/06\/stiga-1-1-300x275.png 300w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2018\/06\/stiga-1-1.png 497w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>Fuente: Stiga 2017<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Valoracion_del_precio_en_Espana\"><\/span>Valoraci\u00f3n del precio en Espa\u00f1a<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Por lo que se refiere al <strong>precio<\/strong>, vemos que el a\u00f1o 2017 obtiene valoraciones m\u00e1s bajas, cayendo, a su vez, <strong>valoraciones de tipo emocional como son la recomendaci\u00f3n y la fidelidad<\/strong>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-6930\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2018\/06\/stiga-2-1-300x176.png\" alt=\"Gr\u00e1fico 2 \u00cdndice STIGA - ICSX\" width=\"300\" height=\"176\" srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2018\/06\/stiga-2-1-300x176.png 300w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2018\/06\/stiga-2-1.png 495w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>Fuente: Stiga 2017<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Baja_fidelidad_del_cliente_espanol\"><\/span>Baja fidelidad del cliente espa\u00f1ol<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A&nbsp; nivel&nbsp; geogr\u00e1fico, un <strong>20% de los residentes espa\u00f1oles mayor de edad afirma ser fiel<\/strong> a los sectores analizados y a las <strong>marcas<\/strong> en ellos incluidos.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-6931\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2018\/06\/stiga-3-1-300x168.png\" alt=\"Gr\u00e1fico 3 \u00cdndice STIGA - ICSX\" width=\"300\" height=\"168\" srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2018\/06\/stiga-3-1-300x168.png 300w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2018\/06\/stiga-3-1.png 465w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>Fuente: Stiga 2017<\/p>\n<h3><span class=\"ez-toc-section\" id=\"%C2%BFQue_sectores_generar_mas_y_menos_fidelidad\"><\/span>\u00bfQu\u00e9 sectores generar m\u00e1s y menos fidelidad?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>En especial, el sector de la <strong>automoci\u00f3n<\/strong> y la <strong>distribuci\u00f3n<\/strong>, junto con las <strong>aseguradoras<\/strong>, son las que m\u00e1s <em>engagement<\/em> poseen con sus clientes. Al contrario, <strong>telecomunicaciones<\/strong> y <strong>suministros de agua<\/strong> y <strong>electricidad<\/strong> est\u00e1n a la cola a nivel de calidad percibida, siendo -junto con estos- el sector de las telecomunicaciones el peor parado en este estudio anual.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-6932\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2018\/06\/stiga-4-1-268x300.png\" alt=\"Gr\u00e1fico 4 \u00cdndice STIGA - ICSX\" width=\"268\" height=\"300\" srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2018\/06\/stiga-4-1-268x300.png 268w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2018\/06\/stiga-4-1.png 449w\" sizes=\"auto, (max-width: 268px) 100vw, 268px\" \/><\/p>\n<p>Fuente: Stiga 2017<\/p>\n<h3><span class=\"ez-toc-section\" id=\"%C2%BFCuales_son_los_sectores_mejor_valorados\"><\/span>\u00bfCu\u00e1les son los sectores mejor valorados?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Por lo que se refiere a los subsectores, la distribuci\u00f3n en el \u00e1mbito de la <strong>tecnolog\u00eda<\/strong> y la <strong>moda<\/strong>, posee las mejores cuotas de valoraci\u00f3n del consumidor, seguidos de los <strong>seguros de salud<\/strong> y las <strong>estaciones de servicio<\/strong>, pr\u00e1cticamente al mismo nivel.<\/p>\n<p><strong>A la cola en cuanto a calidad percibida<\/strong> se encuentran las empresas de <strong>suministro de gas<\/strong> y <strong>el\u00e9ctrico<\/strong>, levemente superadas por las de <strong>telefon\u00eda m\u00f3vil<\/strong>, con cifras sorprendentemente bajas.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-6933\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2018\/06\/stiga-5-1-300x168.png\" alt=\"Gr\u00e1fico 5 \u00cdndice STIGA - ICSX\" width=\"450\" height=\"252\" srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2018\/06\/stiga-5-1-300x168.png 300w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2018\/06\/stiga-5-1-768x430.png 768w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2018\/06\/stiga-5-1.png 1005w\" sizes=\"auto, (max-width: 450px) 100vw, 450px\" \/><\/p>\n<p>Espero que estas cifras y datos te ayuden a la hora de <strong>preparar tus <a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/estrategia-solomo-para-vender-mas\/\">estrategias de negocio<\/a><\/strong> para los pr\u00f3ximos a\u00f1os. En cualquier caso, las cifras de 2018 no se avecinan positivas para algunos sectores cuyas tarifas se han elevado a\u00fan m\u00e1s para sus clientes. A modo de ejemplo, el estudio de 2017 <strong>no incluye la subida generalizada de los precios<\/strong> en los servicios de <strong>telefon\u00eda m\u00f3vil<\/strong> para particulares, ni la <strong>subida del precio de varios suministros como la luz y el agua<\/strong>. Sin duda, la elevaci\u00f3n de los precios tendr\u00e1 un <strong>efecto negativo en el \u00edndice de calidad percibida<\/strong>.<\/p>\n<p>Por otro lado, estimamos que la <strong>subida del precio del petr\u00f3leo<\/strong>, unido a las <strong>restricciones de tr\u00e1fico<\/strong> en algunas ciudades, <strong>afectar\u00e1 al \u00edndice de calidad en las estaciones de servicio<\/strong>, hasta ahora bien percibidas gracias a los precios estables que se han dado durante a\u00f1os.<\/p><div class=\"blogs-contenido_2\" id=\"blogs-1499577902\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/masterclass-marca-personal-juanmaromero\/\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2020\/07\/guia-para-mejorar-tu-marca-personal.gif\"  alt=\"Gu\u00eda para mejorar tu marca personal\">\r\n<\/a><\/div>\n<p>Espero que estos datos ofrecidos te hayan parecido interesantes. Si quieres ampliar m\u00e1s, no dudes en preguntar por nuestro <a href=\"https:\/\/www.imf-formacion.com\/masters-oficiales\/master-oficial-marketing-comercial\">M\u00e1ster Universitario Oficial en Direcci\u00f3n Comercial y Marketing<\/a>.<\/p>\n<p>Adelante!<\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/experiencia-de-cliente-stiga-icsx\/\" data-essbisPostTitle=\"Experiencia de Cliente: \u00cdndice Stiga &#8211; ICSX\" data-essbisHoverContainer=\"\">","protected":false},"author":14,"featured_media":6923,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"kt_blocks_editor_width":"","footnotes":""},"categories":[755],"tags":[97,3575,4033,914,3252,3343,687,83,391],"class_list":["post-6921","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-clientes","tag-distribucion","tag-fidelidad","tag-imagen","tag-moda","tag-precio","tag-servicio","tag-tecnologia","tag-usuarios"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.4 (Yoast SEO v26.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Medir la experiencia de cliente: \u00a1Conoce el \u00cdndice STIGA - ICSX!<\/title>\n<meta name=\"description\" content=\"Conocer la experiencia de cliente es uno de los pilares fundamentales de la estrategia de marketing de las empresas actuales. Para ello, algunas instituciones como la que os presentamos hoy (Stiga) presentan informes (ICSX) para valorar y mejorar esta experiencia.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/experiencia-de-cliente-stiga-icsx\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Experiencia de Cliente: \u00cdndice Stiga - ICSX\" \/>\n<meta property=\"og:description\" content=\"Conocer la experiencia de cliente es uno de los pilares fundamentales de la estrategia de marketing de las empresas actuales. 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