Imagina que decides adquirir un producto a través de Ecommerce (comercio electrónico) por el excelente precio que ofrece. Al recibirlo, te das cuenta que no es lo que esperabas. Comienzas el proceso de devolución, el cual se ve empañado por agentes de servicio lentos, correos electrónicos que no resuelven el problema y conversaciones por chat que resultan inservibles. ¿Volverías a comprar a través de ese medio?
Empresas lineales
Hoy, las empresas siguen lidiando con este tipo de situaciones. Mientras más abran sus horizontes a nuevos canales de atención, más lealtad tendrán de parte de sus clientes. Damian Gona, Gerente Regional para LATAM y México de Zendesk, comenta que “aunque muchas tiendas tienen canales eficientes para vender sus productos, si no cuentan con un servicio al cliente eficaz e integral, difícilmente podrán retener a usuarios satisfechos con su atención y eficiencia para resolver problemas.”
Clientes distintos
Los consumidores de hoy son distintos a los de hace 10, 5 o 2 años. Las nuevas generaciones pueden hacer comparaciones para tomar decisiones sobre qué producto o servicio es mejor. Con la facilidad que tienen para acceder a cualquier información; la insatisfacción de un usuario puede resultar en una reputación negativa para la empresa. 74% de las personas que realizan una compra, hacen una comparación previa en internet, de acuerdo a un estudio realizado por la Asociación Mexicana de Venta Online (AMVO) y el Interactive Advertising Bureau México (IAB México).
Soluciones diversas
Es necesario integrar las estrategias de atención sin importar si la interacción con el usuario se produce a través de un chat, llamada telefónica o en redes sociales. El estudio A Retailer’s Guide to Getting Omnichannel Customer Service Right, realizado por Zendesk, menciona que el 64% de los clientes esperan recibir asistencia en tiempo real, independientemente del canal que ellos usan. El 87% piensa que las marcas deben esforzarse más para brindar una experiencia de servicio satisfactoria y sin inconvenientes.
Para Alex Barrera, VP de Zendesk para Latinoamérica “la omnicanalidad evidencia la tendencia de las empresas a ser abiertas con los usuarios y permitirles elegir el camino que prefieran para resolver sus inquietudes”.
La instalación de una solución completa para el fin de línea de Coca-Cola Bottling en Indonesia, incrementó en 50% la eficiencia de la línea en una de las empresas de producción de bebidas más importantes del país.
Erich Wetzel, líder de la Amti, participó en el 9° Foro Nacional IMEF de Infraestructura, en el que se ventilaron acciones clave encaminadas a ofrecer respuestas a los retos de la demanda de servicios de punta.
Con herramientas de inteligencia artificial, los tutores obtienen capacidades como predecir la calificación que obtendrá un estudiante o caracterizar su comportamiento de aprendizaje, esto es, una disminución en su carga de trabajo».
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