Razones para usar el benchmarking como estrategia competitiva

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El benchmarking como estrategia competitiva es una herramienta clave para la gestión de tu empresa, ya que te permite obtener y estudiar información útil de tu competencia, para luego identificar mejoras por realizar en tu emprendimiento.

De entrada, debemos aclarar que esto no significa que debas copiar las ideas de tu competencia, sino que consiste en aprender de lo que ellas hacen y les ha funcionado, para luego implementar acciones que te permitan crecer, satisfacer al cliente y fortalecer la calidad de tu servicio/producto.

Crear un producto o servicio, además de estar pensado para satisfacer una necesidad, debe tener como propósito el cubrir las experiencias, gustos e intereses del cliente. Recuerda que el consumidor actual se interesa más por los valores agregados que el producto tenga, sobreponiéndolos sobre sus cualidades básicas.

¿Qué es el benchmarking?

Como ya lo hemos mencionado, el benchmarking es la herramienta o proceso por el cual puedes comparar tu empresa con sus competidores usando diversas métricas, permitiéndote obtener una visión del desempeño de tu producto en diferentes niveles.

Los objetivos principales que debes tener en cuenta al estructurar un plan de seguimiento de tu competencia son: 

1. Analizar los resultados de otras compañías que hallan tenido éxito en el sector

2. Definir cómo alcanzar esos resultados

3. Establecer unos objetivos para luego ejecutarlos en tu empresa

Este proceso aportará conocimiento a tu empresa, siempre que no lo hagas para medir simples datos y estadísticas, sino que lo pienses como un proceso de análisis que traerá valor a tu producto y servicio.

Beneficios

  • Encontrarás nuevas oportunidades: esto te ayudará a identificar canales o tácticas con las cuales tus competidores están obteniendo resultados, además podrás identificar nuevos medios con potencial para llegar a tu público objetivo.
  • Optimizarás tu estrategia/táctica: estos beneficios son consecuentes a la identificación de nuevas oportunidades, ya que el poder identificar los puntos débiles de la competencia, te ayuda a desarrollar una estrategia coherente al mercado, producto y tipo de público, llevándote a obtener mejores resultados.
  • Podrás compartir información de valor: esto te permitirá crear métricas o KPI´s que te facilitarán la toma de decisiones, además de la aplicación de nuevas estrategias e ideas.
  • Mejorará la calidad de tu producto: este proceso te ayudará a conocer si el producto o servicio que ofreces es lo suficientemente bueno para tus clientes, además de compararlos con los de la competencia y así conocer factores te lleven a mejorarlo.
  • Aumentarás las ventas y las ganancias: si decides usar esta herramienta para tu empresa, verás como tus ingresos crecerán gracias a que el benchmarking te ayudará a mejorar la manera en la que ofreces y vendes tu producto.

¿Cómo aplicar el benchmarking como estrategia competitiva?

Para facilitar la implementación de una estrategia de benchmarking, te recomendamos seguir estos estos pasos:

benchmarking, estudio de la competencia, Competencia empresarial

  1. Planificación: el objetivo de esta etapa es planificar la investigación que se va a realizar, intentado responder a ¿qué quieres medir? ¿a quién vas a medir? y ¿cómo los vas a hacer?
  2. Datos: esta información es fundamental, ya que de esto dependerá el éxito o el fracaso de todo el proceso de implementación. Algunos datos puedes obtenerlos de estudios de mercado, redes sociales, investigaciones propias, etc.
    Algunos datos que puedes recopilar son: número de seguidores, frecuencia de publicaciones, tipos de contenidos, etc.
  3. Análisis: luego de tener recolectada la información que consideraste importante, debes proceder a analizar los elementos diferenciadores entre tu empresa y la competencia, para así poder identificar las oportunidades de mejora.
  4. Acción: después de analizar la información y de haber identificado los aspectos de mejora, debes tomarlos como puntos de referencias para adaptarlos a tu empresa añadiéndoles valores agregados y novedades.
  5. Seguimiento y mejora: en esta etapa debes hacer un informe del proceso en el que muestres tus diferencias, acciones, avances y mejoras.

Para aplicar este paso a paso correctamente, te recomendamos estar enfocado en encontrar y analizar tus valores diferenciales con el fin de enfocar los resultados en el cliente, lo cual te facilitará la gestión de su experiencia, ofreciéndoles un producto o servicio adecuado.

Finalmente

No olvides que son los clientes quienes te ayudan a definir tu voz, tus servicios y tu producto. Son ellos los encargados de validar tu producto en redes sociales partiendo de la fiabilidad, seguridad, capacidad de respuesta, empatía e intangibilidad que les ofreces.

Tus objetivos deben estar enfocados en el cliente, en la competencia y en lo que quieres alcanzar para tu empresa. Pregúntate qué deseas medir y cómo estos resultados te ayudarán a avanzar en algún aspecto de tu emprendimiento.

Ten en cuenta que un estudio de estos te tomará tiempo y esfuerzo, por eso no tengas por menos acudir a la asesoría de expertos. Recuerda que en MiWork podemos ayudarte para que conozcas a tu cliente y a tu competencia.

Por último, queremos compartirte una plantilla para que recopiles la información que necesitas para analizar a tu competencia.

¡Manos a la obra!.

guia de benchmarking, formato para estudio de competencia, estudio de competencia

Referencia:

Archanco, Ramón. (s.f.). La importancia del benchmarking como arma de inteligencia competitiva. Papeles de inteligencia. Recuperado de https://papelesdeinteligencia.com/la-importancia-del-benchmarking/

Espinosa, Roberto. (2017). Benchmarking: qué es, tipos, etapas y ejemplos. Roberto Espinosa [Blog]. Recuperado de https://robertoespinosa.es/2017/05/13/benchmarking-que-es-tipos-ejemplos/

Hernández C. & Cano, M. (2017). La importancia de benchmarking como herramienta para incrementar la calidad en el servicio en las organizaciones. Universidad Veracruzana: México. Recuperado de https://www.uv.mx/iiesca/files/2018/03/04CA201702.pdf

Autor: Minuto de Dios

Autor: Minuto de Dios