Caso Bci Essay

1405 words - 6 pages

ESTRATEGIA COMPETITIVAAlumna:María Daniela Salgado RetamalSantiago, 6 Diciembre del 2013Resumen EjecutivoLa industria financiera bancaria en la actualidad, está compuesta por siete bancos, de los cuales cuatro son los que poseen mayor participación de mercado; Santander, Banco de Chile, BCI y Banco Estado. Cada uno de ellos, ente entrega al cliente similares ofertas en productos y servicios.La problemática actual, radica en la tendencia de los bancos a comoditizar al cliente, sin entregar una propuesta de valor clara que defina su estrategia a seguir. Es por eso, que banco BCI, luego de tres años de estudios y alianzas con prestigiosas empresas; Walt Disney y Google como socios estratégicos, materializa su propuesta de valor logrando una cultura centrada en el cliente, sustentada en la excelencia del liderazgo y la actitud de servicio de los colaboradores, incrementando la recomendación y la recompra para rentabilizar sistemáticamente el negocio en el largo plazo.Ámbito CompetitivoLa industria financiera bancaria, en la actualidad ofrece una variada gama de productos y servicios, enfocados en los segmentos que se atienden en la actualidad; banca personas, empresas, grandes empresas, mayorista y corporativa.El segmento de interés a analizar, será banca Grandes Empresas, la cual está compuesta por empresas de todos los sectores de la industria, con ventas anualizadas entre 8.000 - 50.000 UF, siendo muchas de ellas, grupos económicos de hasta 5 o más empresas relacionadas. El interlocutor banco-cliente, es el ejecutivo de cuentas, el cual tiene profundo conocimiento de la empresa, por lo cual los productos a ofrecer, obedecen a las necesidades de cada cliente.En BCI…Somos DiferentesActualmente, en el segmento Grandes Empresas se encuentran competidores agresivos en precios y con una amplia parrilla de productos con márgenes a la baja, sin embargo, la motivación que mueve a BCI, es su propósito común, el cual es "Hacer que los sueños se hagan realidad a través de relaciones de confianza durante toda la vida de sus clientes".Para BCI, es fundamental mantener la ecuación virtuosa, centrando al cliente como su eje principal, orientando actividades, recursos y capacidades destinadas a entregar a sus clientes una propuesta de valor , la cual se logra mediante una estrategia de diferenciación en "SERVICIO AL CLIENTE".COLABORADOR CONTENTO = CLIENTE CONTENTO = ACCIONISTA CONTENTOComo BCI logra diferenciarse en un mercado competitivo?Si bien, BCI, se caracteriza por entregar la mejor experiencia de servicio a sus clientes, contando además con vanguardia en tecnología orientada a facilitar procesos, no se caracteriza por ser competitivo en entregar la mejor tasa de interés a sus clientes, con lo cual se pierde un importante volumen de negocio. Sin embargo, las vías para...

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