The evolution of Internet access in our country is advancing by leaps and bounds. The latest data speak of 37% of the connected population, 13% lower than the European average. The increase in our country is the fastest compared to the Europe of 15.
Despite these encouraging data, many Spanish companies have not yet taken advantage of the full potential of the network. 87% of European companies use the Internet as a fundamental part of their business. The Internet is part of the daily routine of your business life.
Internet is an incredible democratic source of knowledge and dissemination of all kinds of activities, opinions and available to anyone.
Modern search engines are replacing other conventional means of searching for information. It has never been so easy and comfortable for today's consumer to search for information about products, companies before making a purchase decision. Internet, therefore, is an important channel for the prescription and sale of products and services.
The way in which this information is treated on the web must play an important role in the marketing and communication strategy of all business activity.
In the same way that mystery shopping techniques are applied in real life, mystery shopping can be applied online to obtain valuable information about our clients and our competitors.
This competitive intelligence can be of vital utility to understand what our target audience demands and, therefore, anticipate meeting unmet needs, but also to detect favorable or unfavorable opinions about products and services, both of our company and of our competition. more direct.
It is curious to observe how some companies that offer their products using the Internet channel hardly take into account the opinion of users. The lack of knowledge or application of these techniques to detect the final conditions in which the user receives the service leads on numerous occasions to the failure of part of the large investments used in launching products.
A good part of this customer feedback reaches companies via complaint or never arrives. Many users who use online shopping services abandon their attempts due to bad information, form defects, slow connections and a myriad of justified causes without companies finding out about these reasons.
Technological services and products such as connections, hosting, domain purchases, etc., have no better luck when we observe the opinions of customers.
This lack of knowledge and customer service has serious consequences when complaints are made on the network, which acts as a great amplifier and, as we mentioned before, as an important and only source of prescription and information for many users.
But it is not only technology companies that can take advantage of the Internet as a source of information.
The network has all kinds of information and opinions. At present, conventional companies have a good part of development and information on the Internet.
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