{"id":23132,"date":"2016-05-04T07:50:29","date_gmt":"2016-05-04T14:50:29","guid":{"rendered":"http:\/\/www.questionpro.com\/blog\/es\/?p=23132"},"modified":"2023-01-18T11:10:31","modified_gmt":"2023-01-18T11:10:31","slug":"aprende-a-recolectar-inteligencia-competitiva","status":"publish","type":"post","link":"https:\/\/qa-release.questionpro.com\/blog\/es\/aprende-a-recolectar-inteligencia-competitiva\/","title":{"rendered":"Aprende a recolectar inteligencia competitiva"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Las compa\u00f1\u00edas frecuentemente se obsesionan con sus propios clientes o consumidores, lo que les impide ver un error en potencia. De hecho, en El Dilema del Innovador (The Innovator\u00b4s Dilemma), Clayton Christenses nos dice que el popular eslogan de \u00abMantente cerca de tus clientes\u00bb no es siempre el mejor consejo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tambi\u00e9n nos habl\u00f3 que en el libro \u00abPuntos de Parada: Todas las compa\u00f1\u00edas dejan de crecer \u2013 La tuya no tiene porque\u00bb (Stall points: Most companies Stop Growing-Yours Doesn\u2019t Have To) en el cual el autor escribe: \u201cDurante el crecimiento de estas compa\u00f1\u00edas, sus suposiciones acerca de sus competidores y fuentes de ventaja hab\u00edan sido \u00fatiles y fiables, pero de alguna manera, a lo largo de los a\u00f1os precediendo sus paradas, se han debilitado, han dejado de ser cuestionadas y dejaron de ser la base de las estrategias efectivas\u201d.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00bfC\u00f3mo sucedi\u00f3 esto? Las compa\u00f1\u00edas pueden haber llevado <\/span><a href=\"https:\/\/www.questionpro.com\/es\/analisis-de-datos.html\"><span style=\"font-weight: 400;\">analisis de datos<\/span><\/a><span style=\"font-weight: 400;\"> limitados de sus p\u00e9rdidas (clientes caducados e intentos perdidos por ganar clientes), pero por lo general no llevan a cabo ning\u00fan an\u00e1lisis de las ganancias y p\u00e9rdidas de sus competidores. \u00c9stas son las preguntas que deber\u00edas estar haciendo:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Nuestras p\u00e9rdidas<\/span>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">\u00bfFueron las p\u00e9rdidas por decisi\u00f3n propia?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">\u00bfQu\u00e9 tan objetivo fue el an\u00e1lisis?<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sus Ganancias<\/span>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">\u00bfQu\u00e9 hay de los sectores donde \u00absolo ellos\u00bb juegan?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">\u00bfQu\u00e9 hay de cuando no fuiste invitado?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">\u00bfQu\u00e9 hay de cuando t\u00fa fuiste cuarto en la lista y no segundo?<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sus p\u00e9rdidas<\/span>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">\u00bfQu\u00e9 hay de \u201csu\u201d competencia?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">\u00bfQu\u00e9 define un trato en el que ellos perdieron pero t\u00fa no fuiste invitado?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">\u00bfQu\u00e9 hay de cuando fueron cuarto en la lista y no segundo?<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Es f\u00e1cil lograr que una lista de tus propios clientes cuenten su <\/span><a href=\"https:\/\/usqa.questionpro.com\/blog\/es\/pasos-para-evaluar-la-satisfaccion-al-cliente\/\"><span style=\"font-weight: 400;\">experiencia de compra<\/span><\/a><span style=\"font-weight: 400;\">, cualquiera puede hacerlo pero, \u00bfComo encuestas a los consumidores de tu competidor?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Puedes recolectar informaci\u00f3n cuantitativa de internet y realizar entrevistas cualitativas (de calidad) a los consumidores, socios e influyentes de tus competidores.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aqu\u00ed te damos tres consejos sobre c\u00f3mo recolectar informaci\u00f3n competitiva.<\/span><\/p>\n<blockquote><p><strong>Mina de publicaciones laborales<\/strong><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Cuando las compa\u00f1\u00edas adoptan nuevos productos, normalmente buscan expertos en dichos productos. Al buscar publicaciones de trabajo por nombres de productos, soluciones y certificados relacionados, puedes ver el \u00e9xito de tu competidor a lo largo del tiempo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dos motores de b\u00fasqueda de trabajo son: Indeed, con 100 millones de visitantes \u00fanicos al mes, y Carrer Builder, con 24 millones de visitantes al &nbsp;mes. Tambi\u00e9n puedes utilizarlos para ubicar tendencias generales. Por ejemplo, las tendencias de trabajo de Indeed revelan que los trabajos con la palabra \u201ccloud\u201d en el t\u00edtulo, han crecido dram\u00e1ticamente:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La buena noticia es que: la era de la tele-mercadotecnia ya est\u00e1 terminando.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tambi\u00e9n puedes buscar intersecciones de productos y tecnolog\u00edas, buscando los productos de tus clientes con socios comunes y compar\u00e1ndolos con los registros de esos mismos socios.<\/span><\/p>\n<blockquote><p><strong>Tendencias en b\u00fasquedas de Minas<\/strong><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">De acuerdo al estudio de Momento de la Verdad de Google Zero, los consumidores realizan 10.4 consultas en promedio antes de tomar una decisi\u00f3n. De igual manera, seg\u00fan la Corporate Executive Board, &nbsp;los compradores de negocios, avanzan el 57% del camino de la venta antes de siquiera hablar con un representante de ventas. Estudiar las tendencias en los motores de b\u00fasqueda puede mostrarte las marcas que los clientes est\u00e1n buscando:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Puedes incluso hacer comparaciones de los resultados en la misma regi\u00f3n o en otro estado o pa\u00eds.<\/span><\/p>\n<blockquote><p><strong>Encontrar los grupos clave de los competidores<\/strong><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Utiliza LinkedIn para identificar a los clientes, socios e influyentes de tus competidores. \u00c9stos utilizan com\u00fanmente marcas en sus curr\u00edculos en l\u00ednea. Tambi\u00e9n puedes encontrar antiguos empleados de diferentes compa\u00f1\u00edas para luego localizarlos para una entrevista.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gracias al internet, la inteligencia competitiva puede lograrse m\u00e1s r\u00e1pido y f\u00e1cil que nunca.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Las compa\u00f1\u00edas frecuentemente se obsesionan con sus propios clientes o consumidores, lo que les impide ver un error en potencia. [&hellip;]<\/p>\n","protected":false},"author":105,"featured_media":768726,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[186,163],"tags":[],"class_list":{"0":"post-23132","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-encuestas","8":"category-software-para-encuestas","9":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Inteligencia competitiva: aprende a recolectar correctamente<\/title>\n<meta name=\"description\" content=\"Crea una estrategia basada en la inteligencia competitiva y obtendr\u00e1s grandes resultados para tu compa\u00f1\u00eda. 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