{"id":37872,"date":"2017-08-14T10:44:13","date_gmt":"2017-08-14T08:44:13","guid":{"rendered":"https:\/\/spacewell.com\/sin-categorizar\/el-valor-anadido-de-tu-utility\/"},"modified":"2017-08-14T10:44:13","modified_gmt":"2017-08-14T08:44:13","slug":"el-valor-anadido-de-tu-utility","status":"publish","type":"post","link":"https:\/\/spacewell.com\/es\/recursos\/blog\/el-valor-anadido-de-tu-utility\/","title":{"rendered":"Reto: \u00bfSabr\u00edas Decirme Cu\u00e1l es el Valor A\u00f1adido de tu Utility?"},"content":{"rendered":"<div class=\"gb-container gb-container-d807e79e gb-container-5731d80c\">\n<p><span style=\"font-weight: 400;\">Hace a\u00f1os el principal objetivo de utilities era proveernos de energ\u00eda. Malas noticias para los que trabaj\u00e1is en una: el reto hoy es sobrevivir e innovar, fidelizar y retener a los clientes. Y un largo etc\u00e9tera. El primer paso para superarlo es saber definir qu\u00e9 valor a\u00f1adido <\/span><b>REAL<\/b><span style=\"font-weight: 400;\">\u00a0aportas a tus clientes.\u00a0<\/span><\/p>\n<p><!--more--><\/p>\n<h2><span style=\"color: #003b6f;\">Utilities: C\u00f3mo Definir un Valor A\u00f1adido Diferencial<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Para dar valor a\u00f1adido \u201cextra\u201d a tus clientes tendr\u00e1s que pelear en un <\/span><b>entorno muy competitivo<\/b>. <span style=\"font-weight: 400;\">Ya <strong><a href=\"http:\/\/www.dexma.com\/es\/blog\/3-razones-por-las-que-actualizar-tu-utility\/\" target=\"_blank\" rel=\"noopener noreferrer\">hemos hablado de esto antes<\/a><\/strong>. La liberalizaci\u00f3n energ\u00e9tica en Espa\u00f1a ha supuesto la entrada de nuevos actores en el mercado, una guerra de precios constante y una ca\u00edda en los m\u00e1rgenes por kWh.<\/span><\/p>\n<p><b>\u00bfSabr\u00edas definir cu\u00e1l es tu valor a\u00f1adido como utility o comercializadora?<\/b><span style=\"font-weight: 400;\"> Y, a\u00fan m\u00e1s: \u00bfqu\u00e9 te diferencia de tu competencia? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Muchas comercializadoras de energ\u00eda incluyen en su respuesta alguna de las siguientes propuestas de valor: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><i><span style=\"font-weight: 400;\">\u201cAcabamos de redise\u00f1ar el portal de clientes online para dar una mejor experiencia al usuario\u201d <\/span><\/i><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">\u201cNuestro programa de puntos y beneficios es el que m\u00e1s opciones da: viajes, equipos de aire acondicionado, descuentos en tienda de ropa\u201d <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">\u201cOfrecemos la tarifa m\u00e1s barata a pymes\u201d <\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u00bfTe suenan familiares? Estas respuestas e ideas son reales,<\/span><b> las hemos escuchado en conversaciones reales con utilities<\/b>.<\/p>\n<p><span style=\"font-weight: 400;\">Si tus respuestas son parecidas, algo puedes tener claro: <\/span><b>han ca\u00eddo tus puntos de diferenciaci\u00f3n y debes trabajar tu propuesta de valor<\/b>. <span style=\"font-weight: 400;\">Vamos a ver c\u00f3mo conseguirlo.<\/span><\/p>\n<p><!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-5c655668-a4d1-4778-a4b9-567f71848dc1\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-5c655668-a4d1-4778-a4b9-567f71848dc1\" class=\"hs-cta-node hs-cta-5c655668-a4d1-4778-a4b9-567f71848dc1\"><!-- [if lte IE 8]>\n\n\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/437281\/5c655668-a4d1-4778-a4b9-567f71848dc1\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" id=\"hs-cta-img-5c655668-a4d1-4778-a4b9-567f71848dc1\" class=\"hs-cta-img\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/437281\/5c655668-a4d1-4778-a4b9-567f71848dc1.png\" alt=\"A\u00f1adir valor a mi utility\" \/><\/a><\/span><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n<h2><span style=\"color: #003b6f;\">Valor A\u00f1adido Utilities: C\u00e9ntrate en el Cliente<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Si algo han aprendido las utilities y comercializadoras en estos a\u00f1os de dura competencia y baile de clientes es que la clave es centrarse en lo que \u00e9stos necesitan. Es lo que en el mercado anglosaj\u00f3n llaman la<\/span><b><i> \u201ccustomer-centric utility\u201d<\/i><\/b><i>.<\/i><\/p>\n<p><span style=\"font-weight: 400;\">Las preguntas clave en este momento son: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b><i>\u00bfConoces a tu cliente? <\/i><\/b><span style=\"font-weight: 400;\">Haz una \u201cficha tipo\u201d de tus tipos de cliente estrella. En marketing y ventas, estas fichas se llaman \u201c<\/span><b>persona<\/b><span style=\"font-weight: 400;\">\u201d. Puedes buscar m\u00e1s informaci\u00f3n online sobre c\u00f3mo crearlas. <\/span><\/li>\n<li style=\"font-weight: 400;\"><b><i>\u00bfConoces sus problemas?<\/i><\/b><span style=\"font-weight: 400;\"> Algunas utilities est\u00e1n contentas enviando ofertas de viajes, regalos\u2026 a sus clientes, pero, \u00bftiene esto sentido? \u00bfqu\u00e9 m\u00e1rgenes te genera? Y, a\u00fan m\u00e1s importante: \u00bfayuda a tu cliente a resolver sus problemas de energ\u00eda? <\/span><\/li>\n<li style=\"font-weight: 400;\"><b><i>\u00bfSabes qu\u00e9 les gusta de ti?<\/i><\/b> <span style=\"font-weight: 400;\">Hay comercializadoras que nos cuentan que a sus clientes les encanta que en sus facturas se utilice un color diferente, como rosa. <\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Si no tienes ni idea sobre esto, es hora de mover hilos internamente. <\/span><b>Haz una encuesta<\/b><span style=\"font-weight: 400;\"> a tus clientes e intenta conocerles lo mejor posible para definir qu\u00e9 servicios de valor a\u00f1adido dar\u00e1n en el clavo. <\/span><\/p>\n<h2><span style=\"color: #003b6f;\">El Verdadero Valor A\u00f1adido de la Utility: la energ\u00eda<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Piensa en esto: cuando tienes una duda sobre tu red de internet, contactas con tu compa\u00f1\u00eda telef\u00f3nica. Si quieres comprar un coche nuevo, puede que visites varios concesionarios, leas revistas del sector y preguntes a alg\u00fan amigo sobre su experiencia con su coche.<\/span><\/p>\n<p><b>\u00bfPor qu\u00e9 no convertirte en el aut\u00e9ntico experto en energ\u00eda frente a tus clientes?<\/b><span style=\"font-weight: 400;\"> Tu verdadero<\/span><b> core de negocio es la energ\u00eda<\/b>. <span style=\"font-weight: 400;\">Probablemente, dentro de tu comercializadora de energ\u00eda tendr\u00e1s a mano a los expertos que m\u00e1s saben sobre agua, gas, electricidad\u2026 del mercado. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por eso, \u00bfpor qu\u00e9 no te centras en ofrecer este conocimiento a tus clientes? \u00bfPor qu\u00e9 no ampliar tu valor a\u00f1adido ofreciendo servicios energ\u00e9ticos avanzados? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Enfoca tus argumentos en <\/span><b>la \u201cPir\u00e1mide del Ahorro\u201d<\/b><span style=\"font-weight: 400;\">: ofrecer a tus clientes el camino al \u00a0ahorro de energ\u00eda desde lo m\u00e1s b\u00e1sico hasta lo m\u00e1s sofisticado.<\/span><\/p>\n<ol style=\"list-style-type: lower-alpha;\">\n<li style=\"font-weight: 400;\"><b>La base<\/b><span style=\"font-weight: 400;\"> siempre es monitorizar para poder realizar an\u00e1lisis sobre los datos energ\u00e9ticos. El <a href=\"http:\/\/get.dexma.com\/demo-gratuita\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>an\u00e1lisis<\/strong><\/a> deber\u00e1s realizarlo para tus clientes con un <\/span><b>software de gesti\u00f3n energ\u00e9tica.<\/b><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">En <\/span><b>la parte media<\/b><span style=\"font-weight: 400;\"> de la pir\u00e1mide aparecen las <\/span><b>mejoras de comportamiento <\/b><span style=\"font-weight: 400;\">(reducci\u00f3n de consumos pasivos, deslastre de cargas, reducci\u00f3n de potencia contratada, etc) y<\/span><b> mejoras por inversi\u00f3n<\/b><span style=\"font-weight: 400;\"> (nuevos equipos como LEDs, bater\u00edas el\u00e9ctricas, etc). Estos cambios suponen inversi\u00f3n media porque pueden suponer cambios de equipos, instalaci\u00f3n de submedidores&#8230; <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">En <\/span><b>la c\u00faspide<\/b><span style=\"font-weight: 400;\"> de la pir\u00e1mide puedes ofrecer a los clientes invertir en <\/span><b>energ\u00edas renovables<\/b><span style=\"font-weight: 400;\">, bater\u00edas de condensadores, bater\u00edas el\u00e9ctricas\u2026 Soluciones cada vez m\u00e1s sofisticadas. Requieren mayor inversi\u00f3n, cierto, pero tambi\u00e9n el margen para ti (y para ellos) ser\u00e1 mayor. <\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">C\u00f3mo ves, esta propuesta se aleja de regalar una televisi\u00f3n u ofrecer ofertas de viajes y te consolida como un aut\u00e9ntico experto en energ\u00eda. Para conseguir llegar hasta ah\u00ed ya ves que lo \u00fanico que necesitas es una herramienta b\u00e1sica: <\/span>un<b><a href=\"http:\/\/www.dexma.com\/es\/blog\/como-elegir-software-gestion-energetica\/\" target=\"_blank\" rel=\"noopener noreferrer\">software de gesti\u00f3n energ\u00e9tica<\/a><\/b>.<br \/>\n<!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-ecae072b-6ab6-47ca-ba9f-166784159a3c\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-ecae072b-6ab6-47ca-ba9f-166784159a3c\" class=\"hs-cta-node hs-cta-ecae072b-6ab6-47ca-ba9f-166784159a3c\"><!-- [if lte IE 8]>\n\n\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/437281\/ecae072b-6ab6-47ca-ba9f-166784159a3c\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" id=\"hs-cta-img-ecae072b-6ab6-47ca-ba9f-166784159a3c\" class=\"hs-cta-img aligncenter\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/437281\/ecae072b-6ab6-47ca-ba9f-166784159a3c.png\" alt=\"Transformaci\u00f3n Digital de las utilities\" \/><\/a><\/span><\/span><\/p>\n<p><!-- end HubSpot Call-to-Action Code --><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Hace a\u00f1os el principal objetivo de utilities era proveernos de energ\u00eda. Malas noticias para los que trabaj\u00e1is en una: el reto hoy es sobrevivir e innovar, fidelizar y retener a los clientes. Y un largo etc\u00e9tera. El primer paso para superarlo es saber definir qu\u00e9 valor a\u00f1adido REAL\u00a0aportas a tus clientes.\u00a0<\/p>\n","protected":false},"author":35,"featured_media":37873,"comment_status":"","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[36],"tags":[],"class_list":["post-37872","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50","no-featured-image-padding"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Reto: \u00bfSabr\u00edas Decirme Cu\u00e1l es el Valor A\u00f1adido de tu Utility? - Spacewell | A Nemetschek Company<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/spacewell.com\/es\/recursos\/blog\/el-valor-anadido-de-tu-utility\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Reto: \u00bfSabr\u00edas Decirme Cu\u00e1l es el Valor A\u00f1adido de tu Utility?\" \/>\n<meta property=\"og:description\" content=\"Hace a\u00f1os el principal objetivo de utilities era proveernos de energ\u00eda. Malas noticias para los que trabaj\u00e1is en una: el reto hoy es sobrevivir e innovar, fidelizar y retener a los clientes. Y un largo etc\u00e9tera. 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