{"id":28061,"date":"2026-06-16T13:22:55","date_gmt":"2026-06-16T11:22:55","guid":{"rendered":"https:\/\/www.elcol-legi.org\/w\/?p=28061"},"modified":"2026-06-16T13:22:55","modified_gmt":"2026-06-16T11:22:55","slug":"informacio-del-client-per-creixer","status":"publish","type":"post","link":"https:\/\/www.elcol-legi.org\/w\/informacio-del-client-per-creixer\/","title":{"rendered":"Informaci\u00f3 del client per cr\u00e9ixer"},"content":{"rendered":"

[vc_row][vc_column width=”3\/4″][vc_column_text css=””]<\/p>\n

La informaci\u00f3 del client com a motor de creixement en Salut, Vida i Decessos<\/b><\/h2>\n

[\/vc_column_text][stm_spacing lg_spacing=”6″ md_spacing=”6″ sm_spacing=”6″ xs_spacing=”6″][vc_column_text css=””]18\/06\/26<\/em>[\/vc_column_text][vc_column_text css=””]Els tres rams amb m\u00e9s valor estrat\u00e8gic tenen un gran potencial, per\u00f2 al que costa arribar<\/em>[\/vc_column_text][vc_single_image source=”featured_image” img_size=”850×350″][vc_column_text css=”.vc_custom_1781608460504{margin-bottom: 20px !important;}”]<\/p>\n

Durant els darrers anys, les corredories hem invertit molt temps i recursos en eines de gesti\u00f3 comercial. Hem activat el CRM, hem automatitzat processos, hem digitalitzat la relaci\u00f3 amb els clients i hem apr\u00e8s a gestionar grans volums d’informaci\u00f3.<\/p>\n

Tot plegat ha representat una evoluci\u00f3 necess\u00e0ria. Tot i aix\u00f2, quan treballi la realitat de moltes corredories, observo una situaci\u00f3 aparentment contradict\u00f2ria. Disposem de m\u00e9s tecnologia que mai per generar oportunitats comercials i, al mateix temps, hi ha moltes dificultats per desenvolupar alguns dels rams amb m\u00e9s valor estrat\u00e8gic per al negoci: Salut, Vida i Decessos<\/b>.<\/p>\n

Aquests tres productes comparteixen caracter\u00edstiques extraordin\u00e0riament atractives per a qualsevol mediador. Generen fidelitzaci\u00f3, aporten estabilitat a la cartera, tenen una excel\u00b7lent rendibilitat i, en la majoria dels casos, es mantenen durant molts anys a la cartera. Malgrat aix\u00f2, encara \u00e9s habitual trobar corredories on el pes d’aquests rams est\u00e0 molt per sota del seu potencial real.<\/p>\n

Automatitzar abans de con\u00e8ixer<\/b><\/p>\n

En els darrers mesos he mantingut converses amb diverses corredories interessades a activar la venda de productes personals mitjan\u00e7ant campanyes comercials automatitzades. La reflexi\u00f3 acostuma a comen\u00e7ar sempre pel mateix lloc: quina eina de gesti\u00f3 comercial tenim, com segmentem la base de dades o quina acci\u00f3 automatitzem primer.<\/p>\n

La pregunta \u00e9s l\u00f2gica, per\u00f2 probablement no \u00e9s la m\u00e9s important.<\/p>\n

Abans de decidir quina campanya volem automatitzar, haur\u00edem de preguntar-nos si disposem de la informaci\u00f3 necess\u00e0ria per fer-la funcionar.<\/b><\/b><\/p>\n

Aquest \u00e9s, al meu entendre, el gran conflicte que viu avui una part del sector. Moltes corredories volen automatitzar les seves accions comercials abans d’haver constru\u00eft el coneixement necessari sobre els seus clients. I quan aix\u00f2 passa, la tecnologia acaba amplificant una debilitat que ja existia pr\u00e8viament.<\/p>\n

La meva experi\u00e8ncia \u00e9s que el principal obstacle per cr\u00e9ixer en Salut, Vida i Decessos \u00e9s que en aquets rams, totes i cada una de les p\u00f2lisses les has de vendre. I per vendre, has de con\u00e8ixer b\u00e9 el teu client. <\/b><\/b><\/p>\n

La informaci\u00f3 que ens falta<\/b><\/p>\n

Dit d’una altra manera: intentem vendre productes quan encara no coneixem prou b\u00e9 els clients als quals els volem vendre.<\/p>\n

Les corredories coneixen perfectament les p\u00f2lisses que tenen contractades els seus assegurats. Es a dir, la informaci\u00f3 que hi ha dins el CRM est\u00e0 vinculada amb els riscos contractats i poca cosa m\u00e9s.<\/p>\n

Sabem si tenen fills? Sabem si treballen per compte propi o aliena? Coneixem les seves responsabilitats familiars? Sabem si tenen assegurances de Vida contractades fora de la corredoria? Coneixem els seu hobbies?<\/p>\n

La resposta acostuma a ser que no. O potser s\u00ed, per\u00f2 no dins el sistema.<\/p>\n

I aquesta manca d’informaci\u00f3 t\u00e9 conseq\u00fc\u00e8ncies directes sobre la nostra capacitat comercial. Perqu\u00e8 la venda de Salut, Vida i Decesos \u00e9s profundament contextual. Dep\u00e8n molt m\u00e9s del moment vital del client que no pas del producte en si mateix.<\/p>\n

Una mateixa asseguran\u00e7a de Vida pot tenir un significat completament diferent per a una persona que acaba de comprar un habitatge, per a un aut\u00f2nom amb persones al seu c\u00e0rrec o per a una fam\u00edlia que acaba de tenir un fill. El producte \u00e9s el mateix. La necessitat, no.<\/b><\/p>\n

Precisament per aquest motiu, crec que moltes corredories estan invertint l’ordre correcte de les prioritats. Primer implantem eines. Despr\u00e9s automatitzem processos. I finalment intentem trobar oportunitats comercials.<\/p>\n

Potser haur\u00edem de comen\u00e7ar al rev\u00e9s.<\/p>\n

Primer entendre millor els clients. Despr\u00e9s estructurar aquesta informaci\u00f3 dins del CRM. I nom\u00e9s llavors automatitzar accions comercials.<\/b><\/b><\/p>\n

Perqu\u00e8 l’automatitzaci\u00f3 no genera coneixement. L’automatitzaci\u00f3 aprofita el coneixement que ja existeix.<\/p>\n

Quan una corredoria disposa d’informaci\u00f3 de qualitat, les oportunitats apareixen de forma natural. \u00c9s possible identificar fam\u00edlies amb baixa protecci\u00f3 personal, detectar clients amb hipoteques que no disposen d’una asseguran\u00e7a de Vida adequada o localitzar segments especialment sensibles a una proposta de Salut o de Decessos.<\/p>\n

En aquest context, el CRM deixa de ser una simple base de dades i es converteix en una eina que ajuda a l\u2019equip comercial.<\/b><\/p>\n

Automatitzar oportunitats, no campanyes<\/b><\/p>\n

\u00c9s precisament aqu\u00ed on apareix el veritable valor de l’automatitzaci\u00f3. No es tracta d’enviar m\u00e9s campanyes. No es tracta de generar m\u00e9s correus electr\u00f2nics. No es tracta de contactar m\u00e9s vegades amb els clients.<\/p>\n

La clau de volta, avui en dia, \u00e9s ser capa\u00e7os d’identificar les oportunitats i actuar en el moment i pel canal adequat.<\/b><\/b><\/p>\n

Perqu\u00e8 una campanya enviada a una persona sense necessitat \u00e9s soroll. Una proposta enviada en el moment correcte \u00e9s assessorament.<\/p>\n

La difer\u00e8ncia entre una cosa i l’altra no la marca la tecnologia. La marca el coneixement del client.<\/b><\/p>\n

Durant molts anys, els mediadors hem competit principalment a trav\u00e9s del producte, del servei o del preu. En els pr\u00f2xims anys, crec que cada vegada competirem m\u00e9s a trav\u00e9s de la qualitat de la informaci\u00f3 que siguem capa\u00e7os de generar i mantenir sobre les nostres carteres.<\/p>\n

Les corredories que coneguin millor els seus clients seran les que identificaran m\u00e9s oportunitats, les que activaran m\u00e9s vendes de Salut, Vida i Decesos i les que aconseguiran establir relacions m\u00e9s s\u00f2lides i estables.<\/p>\n

Enric Vidal<\/p>\n

Assesor Vendes i Marketing CMAB.<\/p>\n

Director a SalesinMotion.es<\/p>\n

[\/vc_column_text][vc_row_inner][vc_column_inner width=”1\/6″][\/vc_column_inner][vc_column_inner width=”1\/6″][\/vc_column_inner][vc_column_inner width=”1\/6″][\/vc_column_inner][vc_column_inner width=”1\/6″][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column width=”1\/4″][stm_spacing lg_spacing=”50″ md_spacing=”50″ sm_spacing=”50″ xs_spacing=”50″][vc_column_text]<\/p>\n

\u00daltimes not\u00edcies<\/h2>\n

[\/vc_column_text][stm_news loop=”size:4|order_by:date|order:DESC|post_type:post|categories:8″ posts_per_row=”2″][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_row][vc_column width=”3\/4″][vc_column_text css=””] La informaci\u00f3 del client com a motor de creixement en Salut, Vida i Decessos [\/vc_column_text][stm_spacing lg_spacing=”6″ md_spacing=”6″ sm_spacing=”6″ xs_spacing=”6″][vc_column_text css=””]18\/06\/26[\/vc_column_text][vc_column_text css=””]Els tres rams amb m\u00e9s valor estrat\u00e8gic tenen un gran potencial, per\u00f2 al que costa arribar[\/vc_column_text][vc_single_image source=”featured_image” img_size=”850×350″][vc_column_text css=”.vc_custom_1781608460504{margin-bottom: 20px !important;}”] Durant els darrers anys, les corredories hem invertit molt temps i<\/p>\n","protected":false},"author":562,"featured_media":28062,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[2196],"class_list":["post-28061","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticies","tag-mn-300"],"yoast_head":"\nInformaci\u00f3 del client per cr\u00e9ixer - 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