Las tendencias de movilidad actuales han transformado por completo la manera en la que nos comunicamos y accedemos a la información si comparamos nuestros hábitos con los de hace 20 años. Aunque todavía consumimos noticias por televisión o la radio y de vez en cuando hacemos llamadas telefónicas personales o de negocios, los medios y canales con los que contamos para poder transmitir un mensaje ahora son tan diversos como inmediatos.
En México, el crecimiento acelerado del uso de smartphones ha transformado no sólo la dinámica de consumo de medios, sino, la forma en que los usuarios interactúan entre ellos. De acuerdo con el Estudio de Consumo de Medios y Dispositivos entre Internautas Mexicanos del 2017 realizado por IAB (Interactive Advertising Bureau) de México, en el año pasado el 71.5 millones de personas se conectan a Internet, cifra que equivale a 60% de la población. Por si fuera poco, de estos más de 70 millones de personas, 81% lo hacen a través de un smartphone, el cual es usado de forma predominante (62%) sólo para comunicarse con sus contactos.
En este contexto, las apps y plataformas móviles de comunicación encuentran un gran mercado el cual se encuentra ávido de opciones rápidas, fáciles de usar y que permitan una interacción compatible con todo el contenido que consultan los usuarios en otras páginas. Una empresa que ejemplifica claramente estas características es WhatsApp, app de mensajería instantánea creada en 2009 y que fue adquirida en 2014 por el gigante de las redes sociales Facebook.
Whatsapp tiene más de 1,300 millones de usuarios alrededor del mundo y posee la seguridad y prestigio de pertenecer a la empresa de redes sociales más grande del mundo. En México se estima que el 93% de internautas la usan, de acuerdo al 13° Estudio sobre los Hábitos de los Usuarios de Internet en México 2017 de la Asociación de Internet.
Al encontrar esta gran gama de usuarios que utilizan esta herramienta, WhatsApp recientemente decidió lanzar la fase piloto de WhatsApp Business, producto pensado con la finalidad de que las empresas puedan interactuar con sus clientes de una forma más simple, automática y manteniendo una comunicación permanente.
WhatsApp Business le da a las empresas la oportunidad de dar un gran salto al conseguir operar un negocio interactuando con los clientes a través del canal de mensajería más utilizado por ellos. La apertura de este nuevo canal también puede venir acompañado de una automatización de la atención: simplificando la autogestión del cliente, obteniendo una ilimitada capacidad de atención, reduciendo costos operativos y aumentando satisfacción y ventas.
Por lo tanto, para que una atención por WhatsApp Business sea exitosa, la resolución de las necesidades de los clientes debe darse de forma natural. Las empresas necesitan entender la intención real de los usuarios y lo que requieren para que estos puedan tener una experiencia de resolución instantánea.
Piensa que todas las acciones que ejecuta tu empresa pueden incorporarse a una herramienta tan práctica y sencilla como WhatsApp. Desde consultar el saldo, activar un producto o poder hablar con un representante en caso de ser necesario, todo en un solo lugar simplificando la operación del usuario en una misma ventana de interacción.
Consejos para aprovechar WhatsApp Business
Antes de incorporarlo a tu sistema de atención, será de utilidad asegurarte entregar la misma experiencia de interacción en todos los canales de forma unificada (Web, Facebook Messenger, WhatsApp, Apps y otros). No es recomendable crear experiencias diferentes a las que ya tienes funcionando en otros canales. Esto hará que dupliques el esfuerzo al mantener varias plataformas y que los clientes tengan versiones distintas al tratar de resolver una necesidad.
Asimismo, es importante crear respuestas empáticas y utilizar todos los recursos que el canal te permite como mensajes multimedia, mensajes de voz, carruseles de imágenes, emoticones y otros. Entrega más que sólo información en texto plano.
También es es necesario considerar que los mensajes de voz cada vez son más usados como un complemento de los mensajes tradicionales. Son muy simples y rápidos. En este caso es recomendable contar con la tecnología que te permita interpretar y contestar los mensajes para mantener la interacción con este tipo de usuarios.
Es muy importante que tu plataforma de atención tenga reportes de aprendizaje en tiempo real (machine learning) posibilitando identificar oportunidades de mejora en la atención. Esto te permitirá evolucionar la calidad de servicio sin necesidad de un técnico o un especialista del lenguaje y que cada mejora que apliques se vea reflejada en tiempo real.
Sin embargo, el paso más importante en todo este proceso es ser empático con los clientes: ponerse en su lugar y brindarles la mejor información y atención en relación con lo que ellos buscan, son las claves fundamentales para generar compromiso o engagement y obtener mejores resultados. Si desconoces cómo hacerlo puedes asesorarte con especialistas en atención al cliente, ellos tendrán una estrategia ideal para tu compañía.
El almacenamiento por contrato combina la rentabilidad del almacenamiento público con servicios mejorados y seguridad exclusiva. Sin embargo, antes de firmar, las organizaciones deben evaluar todas las opciones para asegurarse de que este tipo de almacenamiento cumpla con sus objetivos y prioridades. La elección correcta garantizará la eficiencia y el éxito en las operaciones de su negocio industrial.
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.
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