Combinar tecnología y factor humano para ofrecer una mejor experiencia

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Claves:

  • No se trata de elegir entre proporcionar una experiencia personalizada al servicio del cliente, o usar tecnologías rápidas y sencillas que faciliten las operaciones. La cuestión está en ligar ambas e integrarlas en una misma experiencia de cliente.
  • Para el consumidor digital de hoy en día, ofrecer una atención al cliente de alta calidad no es suficiente, ellos esperan una experiencia de cliente excepcional en todo momento.
  • Los clientes fluctúan de forma fluida entre varios canales. Ofrecer una experiencia omnichannel pasa por integrar armónicamente todos estos canales, creando un perfil único en torno al cliente con la información recogida por cada una de estas vías. A partir del análisis de esos perfiles será posible anticiparse a sus necesidades.

En un artículo de RetailWire.com se planteaba una pregunta en torno a cuál de las dos estrategias que mencionaban era más positiva de cara a la fidelización de clientes. “¿Se trata de crear una experiencia al servicio del cliente, o de usar tecnologías integradas, sencillas y rápidas?“. La respuesta la pregunta parece obvia: ambas.

La tecnología es maravillosa. La atención al cliente también lo es. Cuando ambas van de la mano, hemos dado con la combinación ganadora. Pero hay que tener clara una cuestión: un sistema tecnológico no puede sustituir a un buen servicio de atención al cliente, y un buen servicio de atención al cliente no puede sustituir a un sistema tecnológico. Amazon es un gran ejemplo: incluso aunque nunca se interactúe con algún empleado, disfrutas de una excelente experiencia… Hasta que la tecnología falla. Pero cuando falla, es tan fácil como levantar el teléfono y hablar con uno de los representantes del servicio de atención al cliente, que ofrecen una atención excepcional. Amazon reconoce que incluso siendo una empresa de tecnología, y contando con plataformas excelentes, no puede prescindir del elemento humano. Y por cierto, cuando se recibe la atención de un empleado de Amazon, el sentimiento de vinculación a la compañía es todavía más fuerte.

Shep Hyken, experto en atención al cliente, explica cómo hace tiempo se reunió con el CEO de una empresa, que le explicó que ofrecían grandes beneficios a sus clientes: buen servicio de atención, rapidez y buen precio. Claro que luego añadió que el cliente podía elegir entre dos de esas tres. Tal vez eso era aceptable hace veinte años, pero ya no. El cliente no solo espera, sino que también exige, los tres factores. La calidad del servicio de atención no es negociable, la velocidad se ha convertido en una expectativa estándar, y el precio es variable, aunque la cuestión no es que sea bajo, sino que se ajuste al valor subjetivo que atribuye el cliente al producto que adquiere.

La cuestión es simple: el factor humano es tan imprescindible como la tecnología misma. La combinación de ambos permite que no debamos elegir entre velocidad, facilidad y calidad del servicio, sino que podamos ofrecer todo esto integrado en una misma experiencia de cliente.

Seis consejos para mejorar la experiencia

Para el consumidor digital de hoy en día, ofrecer una atención al cliente de alta calidad no es suficiente, ellos esperan una experiencia de cliente excepcional en todo momento. Empresas como Google y Amazon han respondido a esta situación modernizando sus modelos operativos. Pero incluso si una empresa no está preparada para asumir estas transformaciones, deberá aplicar unas medidas concretas para conectar con sus clientes. Esto pasará fundamentalmente por la digitalización de ciertos procesos clave para involucrar a los consumidores. A continuación se listan seis estrategias para modernizar los procesos de atención al cliente con tal de ofrecer una experiencia de cliente memorable, impulsar las ventas y aumentar los ingresos.

  1. Ser proactivo. No espere a que las quejas lleguen al call center. En la sociedad de la información, los clientes enfadados suelen expresar su descontento a través de las redes sociales antes de llamar a la empresa para quejarse. La clave es identificar formas de impulsar el soporte proactivo, vinculando el análisis predictivo y prescriptivo para dar servicio y apoyo, lo que puede dar pie a resolver los problemas antes de que la sangre llegue al río.
  2. Múltiples canales, una sola experiencia. Los clientes fluctúan de forma fluida entre varios canales: call centers, IVRs, redes sociales, chats online, correo electrónico, etc. Una experiencia omnichannel pasa por integrar armónicamente todos estos canales, creando un perfil único en torno al cliente con la información recogida por cada una de estas vías. Esto transmite un mensaje claro: la empresa está valorando a los clientes. Crear una sola experiencia de cliente requiere crear una visión unificada sobre las interacciones con los consumidores, y a partir del análisis de esos perfiles será posible anticiparse a sus necesidades.
  3. Desarrollar experiencias personalizadas. “Personalización de masas“, este es un concepto clave y el objetivo estratégico de cualquier empresa que desee digitalizar la experiencia de cliente. Por ejemplo, los comercios online están pasando de un modelo transaccional, a un modelo basado en la sugerencia de productos relacionados con el perfil de cada usuario. A medida que los productos son cada vez más personalizados, también debe personalizarse la atención al cliente, lo que requiere a su vez una tecnología más inteligente.
  4. Momentos mágicos. La mayoría de centros de atención al cliente se centran en responder a las incidencias experimentadas por sus clientes. Pero los clientes buscan “momentos mágicos“, aquellos en los que interacciones inesperadas hacen que se sientan valorados. Los clientes anhelan reconocimiento, y las empresas necesitan medidas cualitativas y cuantitativas para ofrecérselo.
  5. Fomentar la interacción. La naturaleza de los centros de atención al cliente hace que sean una mina de otro para monitorizar el feedback de los clientes. Pero convertir los centros de atención tradicionales en plataformas que ofrecen al cliente la información que desea, requiere un cambio de enfoque de lo reactivo a lo interactivo. Se trata de pone en marcha mecanismos para hacer que la empresa escuche a los consumidores, lo que coadyuva a crear una mejor experiencia de cliente.
  6. Potenciar el apoyoLa tecnología por sí misma no puede generar una experiencia de cliente inolvidable, es necesario que también intervengan elementos humanos. Hacer que el servicio de atención al cliente esté compuesto por empleados con la formación adecuada, y dotados de autoridad para ofrecer incentivos y reembolsos, es fundamental. Este enfoque es muy valorado por los consumidores.

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