El éxito en los negocios va más allá de vender buenos productos a los clientes; la mayor parte de las personas además de buscar obtener algo a cambio de su dinero, quiere una experiencia de principio a fin, la cual es enriquecida por el servicio al cliente, pieza fundamental en la relación entre empresa-consumidor. Para alcanzar la verdadera lealtad de los usuarios, la calidad en el servicio de la atención que se les proporciona debe ser una prioridad.
Si bien a través de los años la forma en que se brinda atención a los usuarios ha ido sufriendo cambios y adaptaciones, este servicio ha recobrado un gran protagonismo desde que las nuevas tecnologías irrumpieron en los procesos de compra de los productos.
La evolución de los canales de contacto
El teléfono fue y reinó durante varias décadas como el medio por excelencia para comunicarse con el cliente. Desde un comienzo, hizo más fácil y rápida la forma de comunicarnos, acortando distancias y aumentando la satisfacción de los clientes, además de permitir una comunicación bidireccional e inmediata.
Posteriormente, con la llegada de Internet, el correo electrónico permitió manifestar cualquier duda o inconveniente dejando un registro como soporte de dicha comunicación.
Con el apogeo y el nivel de penetración de internet en la vida cotidiana, las empresas y los clientes elevaron su nivel de interacción añadiendo la posibilidad de traer la vitrina de sus productos hasta la puerta de sus casas. Aunado a esto, las preguntas frecuentes redujeron el ciclo de contacto y relación con cada caso. Asimismo, se añadió el “chat en línea” con la finalidad de resolver rápidamente los problemas de los clientes y elevando la satisfacción de usuario.
La incursión de los teléfonos móviles incrementó la capacidad de los consumidores para interactuar con las empresas, exigiendo respuestas más rápidas a través de múltiples canales, que ahora se encuentran al alcance de la mano.
En la actualidad, la comunicación de las empresas con los usuarios alcanza las redes sociales, manteniendo un trato directo y personalizado con los clientes quienes activamente manifiestan los aciertos y errores de las empresas, mismas que cuentan con la capacidad de responder y solucionar los problemas que se presentan cotidianamente.
Si consideramos que el número de personas que utilizan la Internet en México se eleva a más de 65 millones de acuerdo al Estudio sobre los Hábitos de los Usuarios de Internet en México 2016 de la Asociación Mexicana de Internet, las empresas se encuentran obligadas a maximizar su atención a través de diferentes canales, siendo congruentes en todos ellos, es decir, entregando la misma experiencia, lo que hace a la esencia de la omnicanalidad.
La asistencia virtual (omnicanalidad + inteligencia artificial)
La tecnología no detiene su paso y se encuentra en constante evolución, por lo cual el servicio al cliente debe mantener el ritmo de dichos cambios. En la actualidad, las empresas atienden a un usuario omnicanal y el reto consiste en tener la capacidad de atender las demandas a través de todos los canales existentes, y ser constante en todos ellos.
El tiempo ha pasado y no sólo han cambiado los canales para ofrecer el servicio al cliente, sino también los consumidores mismos. Según el mismo estudio citado de la Asociación Mexicana de Internet, 77% de los usuarios de Internet en nuestro país entre 19 y 34 años, utilizan su smartphone como medio de acceso a la Web.
De hecho, los latinoamericanos entre 18 y 34 años son quienes pasan 12.7 horas al día usando su smartphone según el IMS Mobile in Latam Study, 2016. Además, en Latinoamérica las aplicaciones más usadas diariamente en el segmento millennial son WhatsApp, Facebook y Facebook Messenger. Por lo que tener presencia en redes sociales es imprescindible para cualquier marca.
Debido a su gran dominio de la tecnología, su necesidad de rapidez en las respuestas, su alto consumo de productos online como redes sociales y su exigencia por asistentes con personalidades desenfadadas, el segmento de usuarios de 18 a 34 años son el mercado ideal para el desarrollo de plataformas de atención y servicio al cliente que transformen la experiencia de los consumidores por completo.
Es así como surgen los asistentes virtuales (conocidos como agentes, bots o chatbots), a través de los cuales se abre paso a la Inteligencia Artificial enfocada en atender al cliente de forma inmediata. AIVO, desarrolladora de software que ofrece una nueva experiencia de interacción entre las empresas y sus clientes a través de soluciones tecnológicas con Inteligecia Artificial, confirma que los asistentes virtuales tienen la capacidad de interactuar con todos ellos al adaptar sus respuestas de acuerdo al canal que estén utilizando, incluidas las redes sociales. Además, los asistentes virtuales ofrecen atención las 24 horas, los 7 días a la semana.
La incursión de los asistentes virtuales en la atención a clientes es el siguiente paso que tendrán que dar las empresas para poder abarcar el vasto universo de comunicación con el que se enfrentan en el presente y así seguir satisfaciendo las inquietudes de los usuarios. Renovarse o descuidar a los consumidores, esa es la cuestión.
La participación del ferrocarril en el transporte de carga en México ha crecido de manera continua y ha alcanzado niveles comparables con varios de los grandes sistemas ferroviarios del mundo.
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As soon as he was given to Wu Buwei for treatment, he immediately encountered two cases, and he was also drunk.If you can figure it out yourself, that s the best result.
Okay, let s go in. The building is just that, an old community with four households per staircase.There was a motorcycle that just passed by, with four people sitting on it.
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I believe you will all remember it. Just follow the training instructions.To do this job, he must feel awe in his heart. Okay, go get your things now and let s get started quickly.
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If we can get 70 of the allocation, plus the third round of support, it is definitely possible for us to directly upgrade to a second level hospital.The quantity and amount sold exactly match. All All the stolen money is in the small box.
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At this time, several more teachers received the news and ran out.Let s just submit our needs and recruit new people.
At one glance, Why don t you give it a try Try it, it s like this anyway.Shaking his head, he smiled softly and said, I just need to find the construction team and supervise them to renovate the ward.
Sorry, the prescription I prescribed can only be obtained in the hospital.If you think there is nothing wrong with you, then take you two to the conference room.
Just at this time, I arrived at the door of the warehouse.During this period of time on the Internet, he continued to He stole everything from the computer in the Internet cafe.
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No matter how you negotiate, I will Call the police.On the highest floor, in the corner, diagonally opposite is the toilet.
Thank you, Doctor Du. After the examination, Du Heng said with a smile, No problem.Dean Du, what do you care about him He is a rotten person, a person who cannot distinguish between good and bad.
iiread. Install the latest version. I can t let you get all the benefits, right Dr. Du, how about we go to the consultation room next to it.Dean, what are you doing here Go to the security bureau.
After a long time, he said, This is not easy to handle.He would go to Yu Haiting to ask how the preparations for the emergency department were going and if there was anything he needed help with.
However, Xu Pinglin was busy and was not in the office.Then he opened another drawer and took some mulberry leaves, which were used to nourish kidney yin and have wonderful astringent effects.
He just sent out the ball of order, so he couldn t mobilize too much power of the small world, so he could only make up for it with the power of the witch and demon.After Huangtian left, the three of Xu Yang returned to the organ city talking and laughing.
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Shinansheng is worthy of being the soul of a true immortal.In the next period of time, there was no attack again.
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Gengjin Shenzhen, Baidi Jinhuangzhan shot consecutively, constantly attacking Qingpeng s severely injured giant claws, Qingpeng screamed and flapped its wings and Baidi war.The surrounding soil seemed to be non existent, allowing the patriarch Tianmo to pass through.
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As soon as he reached it, a strong force of good fortune rushed to his face, and he rushed directly into the lake , I saw that all the Qinglians were more powerful, and the worst ones were all third rank magic weapons comparable to the best.After he finished speaking, he turned and left the front hall.
The enemy on the opposite side was shocked when they saw this.The copper ring looked mottled and decayed, as if it was about to be scrapped, but in fact it was the old man s talisman with extremely powerful power.
He was happy that the spirit of the old Heishan demon had not healed and his strength had declined seriously.The surrounding rocks were safe and sound.The vortex seemed to not exist.
Xu Yang and Huan Ling er immediately dived away from here, but the speed of the gray lightning was extremely fast, and the ghostly clouds around them burst, and a large number of gray lightning made up for the shuttle back and forth.
Por Martín Frascaroli | Fundador y CEO de Aivo.