Por Clayton Da Silva | Director de Soluciones y Logros para LATAM de Zendesk.
Históricamente el Servicio al Cliente ha sido uno de los procesos más complicados para construir y operar dentro de las empresas. Se tiene la mala costumbre de concentrar las energías y, sobre todo, el presupuesto en aspectos productivos y de marketing, haciendo a un lado el paso más importante para “enganchar” a los usuarios: dar un buen servicio al cliente.
Una de las razones por las cuales suele relegarse este proceso radica en la gran complejidad que por años ha representado elaborar un efectivo y eficiente servicio al cliente. Grandes equipos de call center, ventanillas con filas interminables y trabajadores estresados por la complejidad de la tarea de atender a clientes con alguna molestia o duda.
Sin embargo, recientemente esta idea se ha ido desvaneciendo en el pensamiento de los empresarios dada la incorporación de las nuevas tecnologías para la atención de usuarios. En la actualidad las empresas están volteando cada vez más la vista a la inteligencia artificial como una herramienta de gran valor. Empresas vanguardistas tienen a su servicio agentes virtuales con atención personalizada omnicanal, a través de la cual los usuarios obtienen una respuesta inmediata sin importar la hora del día ni el medio que utilicen.
Para lograrlo es importante seguir estos pasos:
Conoce tu empresa
Es imperativo que antes de saber cómo operar con eficiencia tu proceso de servicio al cliente conozcas qué es lo que ofreces, cuáles son tus fortalezas tanto como marca y como producto, así como tus áreas de oportunidad. El conocimiento de la naturaleza de tus productos te dirá el camino para incorporar una estrategia en atención para el cliente.
Conoce a los clientes de tu empresa
Este probablemente sea el paso más importante de todos. Muchos le llaman tener “empatía”, lo cierto es que conocer con detalle las características de tus clientes, sus necesidades y sus inquietudes, te hará resolverá la mayor parte del problema.
Una vez teniendo un análisis de tus usuarios, puedes planear y desarrollar estrategias para que tus servicios y productos atiendan y respondan sus necesidades. Esta es una tarea compleja dado que los clientes suelen cambiar y adaptarse a diferentes circunstancias, mismas que pueden ser ajenas a tu propio negocio, por lo que hacer estos estudios de forma periódica será de gran utilidad para tu empresa.
Pierde el miedo a lo nuevo
¿Robots? ¿Inteligencia Artificial? ¿Agentes Virtuales? Quizá estas palabras parezcan salir de una cinta de ciencia ficción pero son mucho más comunes de lo que piensas. Las redes sociales, portales de Internet y conmutadores telefónicos ya funcionan con agentes virtuales que atienden a miles de usuarios en sólo minutos.
Incluso la inteligencia artificial se adapta y reconoce a los usuarios. No se trata sólo de dar una respuesta automatizada, así que seguiremos viendo a los agentes humanos trabajando en la resolución de problemas complejos mientras los bots se dedican a manejar tareas más transaccionales.
Acude con un experto
Esto de la Inteligencia artificial parece un mundo nuevo lo mejor que puedes hacer es acercarte a una empresa especializada. Con Zendesk, ayudamos a concentrar el conocimiento de los problemas de los clientes y la manera de resolverlos de forma automática, generando respuestas inmediatas y automatizadas a esos problemas sencillos para que los ejecutivos puedan concentrarse en solicitudes de mayor complejidad, contribuyendo así tanto al incremento en el número de casos atendidos como en la productividad de los centros de contacto. Estos sistemas le pueden brindar a los clientes respuestas e información más pertinente de forma automática y con contexto. Esto garantiza que la experiencia de la respuesta automatizada, sea satisfactoria.
Con los elementos de productividad aumentada, los datos de activos inteligentes y los robots, los minoristas están adoptando soluciones tecnológicas para mejorar dicha experiencia de compra.
La pirámide es un marco simple que ayuda a las organizaciones a argumentar cómo y por qué podrían y deberían cumplir con sus responsabilidades sociales. Intenta equilibrar los intereses propios de las empresas (ganancias) con su objetivo más amplio y virtuoso de ser socialmente responsable.
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Por Clayton Da Silva | Director de Soluciones y Logros para LATAM de Zendesk.