Todo se reduce a la experiencia del cliente. Las marcas han sabido durante mucho tiempo que necesitan pensar en ella, pero en 2018 se empezará a ver el efecto de las compañías que la han puesto en práctica. Un enfoque coordinado en la experiencia y la lealtad del cliente puede ser una mejor ruta hacia la rentabilidad de largo plazo. Las empresas tienen la oportunidad de poner a los clientes sobre todo lo demás, y diferenciarse a través de mejores interacciones más personalizadas. Esto genera un mayor valor para ellos y puede establecerse una relación duradera que crecerá con el tiempo.
Inteligencia artificial, un aliado de negocios
La inteligencia artificial, la emocional y la convencional se fusionarán para mejorar las relaciones laborales y optimizar los resultados empresariales. Es un hecho, las interacciones personales cara a cara mejoran las relaciones tanto en la vida laboral como en la personal.
En 2018 se comenzará a ver a la inteligencia artificial jugar un papel más determinante cuando se establecen relaciones entre colegas, clientes y socios. El reconocimiento facial se integrará a las herramientas de colaboración remota para leer señales visuales. ¿Por qué es esto importante? Porque permitirá que el organizador de una reunión modifique el rumbo de la conversación si es necesario e informe sobre las acciones a seguir. Por ejemplo, un vendedor sabrá que probabilidades hay de que se cierre un acuerdo de negocios o informar a un publicista que la idea que están presentando a los clientes no está teniendo la repercusión que se esperaba.
Habrá más canales de interacción, no menos
En el mercado se escucha con insistencia sobre la inminente muerte del centro de atención telefónica (call center) o de la aparición de los canales que acabarán con el correo electrónico. Sin embargo, la eliminación de esos canales aún es muy lejana… por no decir que nunca sucederá. Los consumidores eligen los canales más o menos dependiendo de su propia conveniencia, pero el nivel de interacción está aumentando.
Adopción rápida de las tecnologías de automatización
Será en 2018, a medida que más casos de éxito salgan a la luz que los programas piloto demuestren el retorno de la inversión (ROI). La ruta al éxito estará marcada con mayor claridad y crecerá la confianza para invertir en tecnología. Asimismo, las compañías comenzarán a sentir la presión de que la ventaja que ganaron los primeros en implementar la inteligencia artificial comenzará a desaparecer y motivará una adopción más generalizada. Además, la tecnología también madurará.
Se reactivará el cambio de la automatización a casos de uso proactivos que ayudará a convertir las interacciones con el servicio en oportunidades de venta, y a ver integraciones más profundas del centro de contacto.
La tecnología de realidad aumentada y virtual podría superar las expectativas
La tecnología se volverá más generalizada y los casos de uso más interesantes, pero aún está por verse su impacto en la experiencia del cliente. Para que sean realmente valiosas, las implementaciones de realidad aumentada (RA)/realidad virtual (RV) necesitan ser vistas como otro canal totalmente funcional. Aunque sin duda la tecnología es genial, si no se integra perfectamente con la experiencia del cliente, se convertirá más en una moda pasajera que en una inversión que genere nuevo valor para los clientes y eleve los ingresos de la compañía.
El mercado medio desaparecerá
Se ha llegado a un punto en el que el mercado se está segmentando en dos tipos de negocios: el mercado masivo y el vivencial. El mercado masivo se afianzará entre empresas que siguen a la vanguardia y le dan a los clientes lo que quieren, cuando lo quieren, todo con envíos sin costo. La otra opción para las compañías es crear un negocio realmente personalizado y de alto contacto que establezca una conexión emocional con los clientes y ofrezca significativamente más valor que precios bajos y opciones infinitas. La tecnología está haciendo posible estos modelos de negocio y las compañías necesitan elegir con el que quieren quedarse.
El IoT salvará a las marcas de consumo
En un futuro en el que la mayoría de las compañías de consumo estará en línea, la oportunidad para que las marcas creen una conexión con sus clientes se vuelve más un desafío y dificulta ganarse la lealtad de los clientes. Adoptar el Internet de las Cosas (IoT) en el momento de interactuar con el cliente ayuda a las compañías a entablar relaciones con ellos y generar una interacción continua que les ayudará a entender mejor sus necesidades, diseñar una experiencia personalizada a partir de dichas interacciones, y finalmente ofrecer valor a ese cliente de la forma en que los competidores no pueden.
La contratación de talento se centrará en lo realmente importante
Se está experimentando un ascenso del individuo en el que la abundancia de candidatos calificados exige a quienes quieren distinguirse del resto desarrollar una marca personal sólida. Más empleados y buscadores de empleo se verán como su propio director general, identificándose menos con su compañía y más con su propia marca personal.
En lo que se refiere a la contratación, las compañías verán más allá de los logros profesionales de un candidato y le darán preferencia a aquellos cuya marca personal encaje bien con la organización. Por ejemplo, cuando se comparan dos solicitantes con habilidades similares, una compañía que valora el pensamiento innovador se inclinará por contratar al individuo que demuestre tener personalidad durante la entrevista en lugar de aquel que jugó según las reglas pero que demostró poca creatividad o chispa.
Este conjunto de servicios abarca toda la cadena de valor, desde las instalaciones de recepción a las de fabricación, hasta la distribución final a los usuarios.
La compañía mexicana de TI, Intelisis, diseña y realiza soluciones integrales enfocadas a distintas verticales, y la de educación es el ejemplo de tener todo integrado para dar un servicio de calidad internacional.
Como parte del programa E-Fan X, Airbus, Rolls-Royce y Siemens contribuirán cada uno con su amplia experiencia y sus conocimientos en su respectivo ámbito de competencia.
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