{"id":3216,"date":"2021-10-24T15:13:50","date_gmt":"2021-10-24T18:13:50","guid":{"rendered":"https:\/\/verocontents.com.br\/?p=3216"},"modified":"2024-04-17T13:26:27","modified_gmt":"2024-04-17T16:26:27","slug":"que-es-la-tasa-de-abandono-y-por-que-es-tan-importante-2","status":"publish","type":"post","link":"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-tasa-de-abandono-y-por-que-es-tan-importante-2\/","title":{"rendered":"\u00bfQu\u00e9 es la tasa de abandono y por qu\u00e9 es tan importante?"},"content":{"rendered":"<p>La tasa de abandono es una m\u00e9trica esencial para cualquier negocio. La deserci\u00f3n indica cu\u00e1nto ha perdido su empresa clientes o ingresos. Para llegar a esta tasa, el c\u00e1lculo es muy sencillo. Divida la cantidad de clientes perdidos por la cantidad de clientes existentes. As\u00ed llegamos a la tasa de abandono. Muy f\u00e1cil: si tienes 50 clientes y perdiste 5, tu tasa de abandono es 10%.<\/p>\n<p>Es interesante que cualquier empresa sepa que debe retener a sus clientes tanto como sea posible. Pero en el d\u00eda a d\u00eda de la atenci\u00f3n y entrega de servicios y productos, muchas empresas acaban perdi\u00e9ndose en su d\u00eda a d\u00eda y, sin saberlo, olvidando algunos puntos fundamentales para la retenci\u00f3n de clientes.<\/p>\n<p>En este art\u00edculo profundizaremos un poco m\u00e1s en la tasa de abandono, entenderemos su importancia y aprenderemos c\u00f3mo reducir esta tasa. \u00a1Verificar!<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-black ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdndice<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Alternar tabla de contenido\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Palanca<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-tasa-de-abandono-y-por-que-es-tan-importante-2\/#Pois_bem_o_que_e_Churn_Rate\" >Pues bien: \u00bfqu\u00e9 es el Churn Rate?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-tasa-de-abandono-y-por-que-es-tan-importante-2\/#Por_que_e_importante_medir_o_Churn\" >\u00bfPor qu\u00e9 es importante medir el Churn?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-tasa-de-abandono-y-por-que-es-tan-importante-2\/#Qual_taxa_de_Churn_que_devo_buscar\" >\u00bfA qu\u00e9 tasa de abandono debo aspirar?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-tasa-de-abandono-y-por-que-es-tan-importante-2\/#Diferenca_entre_Churn_e_MRR_Churn\" >Diferencia entre abandono y abandono de MRR<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-tasa-de-abandono-y-por-que-es-tan-importante-2\/#Como_reduzir_o_Churn_utilizando_o_inbound_marketing\" >C\u00f3mo reducir el abandono mediante el inbound marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-tasa-de-abandono-y-por-que-es-tan-importante-2\/#Conclusao\" >Conclusi\u00f3n<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Pois_bem_o_que_e_Churn_Rate\"><\/span><span style=\"color: #ff9900;\">Pues bien: \u00bfqu\u00e9 es el Churn Rate?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>El t\u00e9rmino agitar significa sacudir, mover, batir. Entonces, en t\u00e9rminos generales, la deserci\u00f3n indica movimiento (en este caso, en sus clientes). Cuando lo llevamos al mundo empresarial, la tasa de abandono significa tasa de cancelaci\u00f3n de clientes.<\/p>\n<p>La tasa de cancelaci\u00f3n es fundamental en varios segmentos. Podemos mencionar, por ejemplo, los operadores de telefon\u00eda y fijos, donde la facturaci\u00f3n es muy elevada. Evaluar la tasa de abandono es muy importante para el negocio.<\/p>\n<p>Una de las formas de analizar m\u00e9tricas relacionadas con el cliente, como el valor de por vida y la deserci\u00f3n, es tener software <a href=\"https:\/\/www.rdstation.com\/crm\/\">CRM<\/a> (Customer Relationship Management) \u2013 Gesti\u00f3n de la Relaci\u00f3n con el Cliente en su empresa.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Por_que_e_importante_medir_o_Churn\"><\/span><span style=\"color: #ff9900;\">\u00bfPor qu\u00e9 es importante medir el Churn?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>El abandono del cliente puede deberse a varios factores. Medir la deserci\u00f3n es importante ya que le ayuda a comprender d\u00f3nde est\u00e1n los cuellos de botella en el servicio al cliente, el servicio, el producto, etc. Comprender por qu\u00e9 los clientes se van ayuda a mejorar los procesos y el propio negocio.<\/p>\n<p>La evaluaci\u00f3n de la deserci\u00f3n ayuda a aumentar el valor de vida dentro de su empresa e incluso aumentar el ticket promedio. Tambi\u00e9n ayuda a planificar acciones de marketing y ajustar productos y servicios.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Qual_taxa_de_Churn_que_devo_buscar\"><\/span><span style=\"color: #ff9900;\">\u00bfA qu\u00e9 tasa de abandono debo aspirar?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Cada empresa puede tener su propia tasa de abandono aceptable. Pero la buena respuesta a la pregunta anterior es: la tarifa m\u00e1s baja que puede obtener. Existen algunos puntos de referencia de abandono, como SaaS, por ejemplo, que son <a href=\"https:\/\/www.cobloom.com\/blog\/churn-rate-how-high-is-too-high\" target=\"_blank\" rel=\"noopener noreferrer\">entre 5 y 7% al a\u00f1o<\/a>.<\/p>\n<p>Hay algunos segmentos que fijan una tasa objetivo de 5%, pero es importante entender que el mejor churn es el que est\u00e1 por debajo del a\u00f1o anterior. Por tanto, buscar bajar la tarifa cada a\u00f1o puede ser un objetivo espec\u00edfico de un departamento de \u00e9xito del cliente, por ejemplo.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Diferenca_entre_Churn_e_MRR_Churn\"><\/span><span style=\"color: #ff9900;\">Diferencia entre abandono y abandono de MRR<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>MRR Churn es la p\u00e9rdida de ingresos. Churn eval\u00faa la cantidad de clientes que cancelaron un producto o servicio, mientras que MRR Churn eval\u00faa cu\u00e1ntos ingresos se perdieron.<\/p>\n<p>Por lo tanto, puede tener una tasa de abandono muy baja, pero un MRR de abandono muy alto, y viceversa. Por tanto, es importante evaluar ambas tasas, ya que MRR Churn, por ejemplo, puede indicar que un tipo de servicio o producto se est\u00e1 cancelando con mayor o menor frecuencia.<\/p>\n<p>Esto tambi\u00e9n tiene un impacto directo en el negocio. Si est\u00e1 perdiendo pocos clientes pero muchos ingresos, debe revisar la forma en que trabaja con sus servicios (o vende ciertos productos).<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Como_reduzir_o_Churn_utilizando_o_inbound_marketing\"><\/span><span style=\"color: #ff9900;\">C\u00f3mo reducir el abandono mediante el inbound marketing<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u00bfAlguna vez has o\u00eddo hablar del embudo de marketing invertido? Bueno\u2026 tiene una relaci\u00f3n directa con el abandono. Pensemos en lo siguiente. A <a href=\"https:\/\/verocontents.com.br\/es\/blog\/viaje-de-compra-de-adwords\/\" target=\"_blank\" rel=\"noopener noreferrer\">Viaje de compra<\/a> no es un viaje de ventas. Esto es suficiente para saber que el foco est\u00e1 en el cliente y no ser\u00eda diferente en <a href=\"https:\/\/verocontents.com.br\/es\/blog\/inbound-marketing-e-integracion\/\" target=\"_blank\" rel=\"noopener noreferrer\">mercadotecnia interna<\/a>.<\/p>\n<p>Si el inbound marketing ya es una estrategia de atracci\u00f3n a trav\u00e9s de contenidos, lo que hace que la adherencia a tu producto o servicio sea mayor que una compra impulsiva a trav\u00e9s de la publicidad tradicional, la aplicaci\u00f3n del embudo invertido hace que ese cliente est\u00e9 a\u00fan m\u00e1s cerca de ti.<\/p>\n<p>Las investigaciones muestran que las experiencias de compra 70% se basan en c\u00f3mo se siente el cliente acerca de c\u00f3mo lo tratan. Y es por eso que el inbound marketing tiene mucho sentido, ya que se basa en el dolor (o problema) del cliente y su soluci\u00f3n.<\/p>\n<p>El embudo de entrada tradicional (es decir, la parte superior) se compone de los siguientes pasos: atracci\u00f3n, conversi\u00f3n, cierre y engagement. Cuando aplicamos el embudo invertido, tenemos retenci\u00f3n, encanto, recomendaci\u00f3n y nuevos clientes que ingresan al embudo. Y cuando hablamos de retenci\u00f3n y deleite, hablamos de reducir la deserci\u00f3n. Al fin y al cabo, un cliente satisfecho que recomienda su empresa no dejar\u00e1 de comprar sus servicios y productos.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusao\"><\/span><span style=\"color: #ff9900;\">Conclusi\u00f3n<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Un cliente feliz es un cliente satisfecho. Por lo tanto, es fundamental entender lo que pasa por la mente del cliente, no s\u00f3lo para atraer la compra, sino tambi\u00e9n para asegurar su fidelidad y permanencia.<\/p>\n<p>Comprender qu\u00e9 hace que los clientes se vayan es un factor esencial para el \u00e9xito empresarial.<\/p>\n<p>\u00bfTe gust\u00f3 este art\u00edculo? \u00a1Suscr\u00edbete al newsletter para recibir nuestro contenido!<\/p>","protected":false},"excerpt":{"rendered":"<p>La tasa de abandono es una m\u00e9trica esencial para cualquier negocio. La rotaci\u00f3n indica cu\u00e1nto ha perdido su empresa clientes o ingresos. Para llegar a esta tasa, el c\u00e1lculo es muy sencillo. Divida el n\u00famero de clientes perdidos por el n\u00famero<\/p>","protected":false},"author":1,"featured_media":3224,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[337,15],"tags":[157,21,43,68],"class_list":["post-3216","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","category-marketing-e-vendas","tag-crm","tag-inbound-marketing","tag-jornada-de-compra","tag-metricas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>O que \u00e9 churn rate e por que \u00e9 t\u00e3o importante? - Vero Contents<\/title>\n<meta name=\"description\" content=\"Churn rate \u00e9 uma m\u00e9trica essencial para qualquer neg\u00f3cio. O churn indica o quanto sua empresa perdeu de clientes ou de receita.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-tasa-de-abandono-y-por-que-es-tan-importante-2\/\" \/>\n<meta property=\"og:locale\" content=\"es_MX\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"O que \u00e9 churn rate e por que \u00e9 t\u00e3o importante?\" \/>\n<meta property=\"og:description\" content=\"Churn rate \u00e9 uma m\u00e9trica essencial para qualquer neg\u00f3cio. O churn indica o quanto sua empresa perdeu de clientes ou de receita.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-tasa-de-abandono-y-por-que-es-tan-importante-2\/\" \/>\n<meta property=\"og:site_name\" content=\"Vero Contents\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/verocontents\/\" \/>\n<meta property=\"article:published_time\" content=\"2021-10-24T18:13:50+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-04-17T16:26:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2020\/07\/o-que-e-churn-rate-e-por-que-e-tao-importante.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"750\" \/>\n\t<meta property=\"og:image:height\" content=\"350\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Marcel Castilho\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@marcelcast\" \/>\n<meta name=\"twitter:site\" content=\"@marcelcast\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Marcel Castilho\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-churn-rate-e-por-que-e-tao-importante\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-churn-rate-e-por-que-e-tao-importante\/\"},\"author\":{\"name\":\"Marcel Castilho\",\"@id\":\"https:\/\/verocontents.com.br\/#\/schema\/person\/bd2c94994384cf33451ed8cd98b183a9\"},\"headline\":\"O que \u00e9 churn rate e por que \u00e9 t\u00e3o importante?\",\"datePublished\":\"2021-10-24T18:13:50+00:00\",\"dateModified\":\"2024-04-17T16:26:27+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-churn-rate-e-por-que-e-tao-importante\/\"},\"wordCount\":884,\"publisher\":{\"@id\":\"https:\/\/verocontents.com.br\/#organization\"},\"image\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-churn-rate-e-por-que-e-tao-importante\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2020\/07\/o-que-e-churn-rate-e-por-que-e-tao-importante.jpg\",\"keywords\":[\"CRM\",\"inbound marketing\",\"jornada de compra\",\"m\u00e9tricas\"],\"articleSection\":[\"Analytics\",\"Marketing e Vendas\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-churn-rate-e-por-que-e-tao-importante\/\",\"url\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-churn-rate-e-por-que-e-tao-importante\/\",\"name\":\"O que \u00e9 churn rate e por que \u00e9 t\u00e3o importante? - Vero Contents\",\"isPartOf\":{\"@id\":\"https:\/\/verocontents.com.br\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-churn-rate-e-por-que-e-tao-importante\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-churn-rate-e-por-que-e-tao-importante\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2020\/07\/o-que-e-churn-rate-e-por-que-e-tao-importante.jpg\",\"datePublished\":\"2021-10-24T18:13:50+00:00\",\"dateModified\":\"2024-04-17T16:26:27+00:00\",\"description\":\"Churn rate \u00e9 uma m\u00e9trica essencial para qualquer neg\u00f3cio. 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