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El segmento affluent

Estimados lectores, imaginen que el banco de su preferencia les ofrece una tarjeta de crédito que brinda una gama de beneficios, como seguro por robo o extravío, promociones en viajes, descuentos en hoteles, aerolíneas y valet parking, entre otros.

Tal vez este tipo de recompensas ya las ha escuchado, sin embargo existen otro tipo de beneficios para los tarjetahabientes más exigentes, los del segmento de alto poder adquisitivo, al cual llamamos affluent. Estos beneficios les dan acceso a participar en programas de lealtad cuyas bondades les facilitan canjear sus puntos por casi cualquier cosa que deseen, en algunos casos hasta por un automóvil. Siendo éste el caso ¿mantendrían esta tarjeta? ¿estarían satisfechos con esta atención?

Para los bancos el servicio al cliente dirigido a los tarjetahabientes affluent es sumamente importante. Tenemos estudios que nos dicen que los consumidores de alto poder adquisitivo representan el 10% de los hogares de América Latina y el Caribe.1

Hay dos factores clave que deben tomarse en cuenta para garantizar la satisfacción de los affluent: atención personalizada y flexibilidad.

La atención personalizada es el rubro de mayor importancia para el cliente affluent. El valor agregado radica en la capacidad del banco para resolver las necesidades de los tarjetahabientes, su éxito se basa en la manera en que éste se hace cargo de todos los trámites, registros y procesos que le permitan a los clientes disfrutar al 100% de actividades de placer o negocios, así como de un funcionamiento óptimo de sus productos financieros incluyendo todos sus beneficios. Tal es el caso de los viajes, en los que para este grupo adquiere gran relevancia contar con seguros de viaje, atención médica y asesoría legal en el extranjero y por supuesto, cobertura en cualquier parte del mundo.

En este sentido, cada vez más, los jugadores en el mercado de medios de pago estamos trabajando por ofrecer un servicio integral al cliente, ofreciéndole nuevos servicios, tales como concierge, con el cual podemos resolverles cualquier situación que surja durante sus viajes, y por consecuencia, que sientan que cada participante de este ecosistema valora su dinero y lo retribuye en función de las demandas que busca se le satisfagan.

En cuanto a la flexibilidad, los clientes affluent buscan un programa de recompensas que les permita elegir el beneficio que ellos necesitan o desean, por ejemplo, boletos de avión con menos restricciones, hospedajes o rentas de autos.

Sin duda alguna, los programas de recompensas se están enriqueciendo cada vez más, al grado que permiten ofrecer más opciones de canje al cliente. Esta tendencia, cuyo crecimiento está permeando a nivel global, busca ofrecer flexibilidad total a los tarjetahabientes y no limitar el uso de las recompensas a lo que la institución le pueda ofrecer, sino al contrario.

El segmento affluent demanda tener el control de cómo quiere utilizar sus puntos y Centroamérica no es la excepción, cada vez más los programas de lealtad trabajan para robustecer este tipo de plataformas brindando un gran abanico de opciones para este exigente segmento.

1: (Fuente: Reporte de Euromonitor 2013)


Gabriel Pascual

Director de MasterCard para Costa Rica, Guatemala y Honduras

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