El mapa inteligente de la experiencia del cliente está en el corazón de la transformación digital

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CLAVES:

  • Lo digital se asocia únicamente con proporcionar una experiencia superior al cliente. Pero lo digital también puede ayudar a crear nuevos modelos de negocio, impulsar la excelencia operativa y mejorar la participación de los empleados.
  • Hay una herramienta fundamental para tener éxito en la transformación digital: el mapa inteligente de la experiencia del cliente.
  • Un mapa de experiencia es una representación ilustrada de expectativas, experiencias y reflexiones de un cliente.
  • las experiencias del cliente ayudan a las empresas a entender la toma de decisiones de los consumidores.

Las tecnologías digitales como el análisis, la movilidad, las redes sociales, el cloud computing y el Internet de las Cosas están haciendo a las tradicionales formas de trabajar redundantes y obligando a las empresas a transformarse. Según Raman Sapra, a la cabeza de los Servicios de Negocios Digitales de Dell, la mejor manera de aprovechar lo digital es abarcar un enfoque amplio lugar de uno sistemático. Y una herramienta clave para lograr esto es crear mapas de la experiencia del cliente, donde las nuevas herramientas de recolección y análisis de datos están ayudando a proporcionar un conocimiento más profundo. En el informe “Customer Journey Mapping Is at the Heart of Digital Transformation”, expertos de Wharton y Dell examinan cómo esta experiencia se encuentra en el corazón de la transformación digital.

Empresas como Uber, Spotify y Airbnb están causando una disrupción en sus industrias. Estas startups están aprovechando las nuevas tecnologías para interrumpir sus industrias mientras consiguen hacer la vida más fácil a los usuarios. Pero la transformación digital va más allá de mejorar la experiencia del cliente. También se utiliza cada vez más para transformar los procesos de negocio y las interacciones dentro de una empresa, para mantenerla relevante en la era digital.

“Por lo general, lo digital se asocia únicamente con proporcionar una experiencia superior al cliente. Pero lo digital también puede ayudar a crear nuevos modelos de negocio, impulsar la excelencia operativa y mejorar la participación de los empleados“, dice Raman Sapra.

Las nuevas herramientas digitales están ampliando la recopilación de información y ayudando a convertirla en conocimiento.

Pero antes de emprender una transformación digital, las organizaciones deben identificar las necesidades y prioridades de sus negocios, dice Sapra. Necesitan entender lo que sus clientes, empleados, socios y otros interesados ​​desean. También deben identificar las posibilidades digitales en su industria. Utilizando estos benchmarks como base, las organizaciones pueden adaptar la estrategia digital y el roadmap, y luego crear sus propias iniciativas digitales.

Hay una herramienta fundamental para tener éxito en la transformación digital: el mapa inteligente de la experiencia del cliente (Smart customer journey mapping). “Está en el corazón de la transformación digital”, dice Sapra. Mahesh Kolar, director de aplicaciones de movilidad dentro de Servicios de Negocio Digitales de Dell, añade: “Creemos que el mapa inteligente de la experiencia del cliente es vital para dar a las organizaciones el momento ‘Ajá’ a la hora de comprender sus posibilidades digitales”. Y las nuevas herramientas digitales están haciendo posible la creación de una comprensión mucho más profunda dela experiencia.

[section label=”Identificación de los Puntos de Contacto Digital” anchor=”Identificación de los Puntos de Contacto Digital”]

Identificación de los Puntos de Contacto Digital

¿Qué es exactamente el mapa de la experiencia del cliente? “Es el primer paso en el proceso de convertir un estado actual a un estado futuro que promete una experiencia de cliente mejorada“, afirma Siddharth Gaikwad, responsable de Experiencia Digital en Dell. El término “clientes”, añade, no sólo se refiere a los usuarios finales; podría ser cualquiera de las partes interesadas, como empleados o socios.

“Un mapa de experiencia es una representación ilustrada de expectativas, experiencias y reflexiones de un cliente ya que se desarrolla en el tiempo a través de múltiples etapas y puntos de contacto durante el uso de un producto o consumición de un servicio.”

Tomamos como ejemplo la reserva de un billete de avión. En este caso, la asignación del viaje se inicia en el momento en que el cliente se da cuenta de la necesidad de viajar. El mapa captura diversas expectativas del cliente en esa etapa. A continuación, captura los mapas de su experiencia real de compra del billete e incluso las emociones que sintió después de la compra. De este modo, las expectativas son comparadas con la experiencia real.

El mapa amplifica los diversos puntos débiles a lo largo de la ruta de la compra. Para los diseñadores de experiencia con el cliente, las preguntas que surgen son: ¿Sabemos el contexto del cliente? ¿La información acerca de las diversas opciones es adecuada o incluso relevante? ¿Hay demasiados detalles? ¿Dura demasiado tiempo? El mapa también puede predecir un probable comportamiento futuro.

A partir de entonces, en colaboración con expertos de diferentes partes de la organización y con el uso de diversos métodos, los hallazgos en el mapa se convierten en puntos de vista. El mapa cuenta una historia. Al crear el mapa, la organización puede utilizar los elementos de la tecnología digital – análisis, móvil, social, la nube, el Internet de las Cosas – para mejorar la experiencia del cliente.

“Al superponer las posibilidades digitales sobre los mapas de experiencia del cliente, las organizaciones son capaces de visualizar mejor los aspectos de su negocio en que deben enfocarse, cuales de las nuevas tecnologías deben adoptar y qué nuevos modelos de negocio pueden crear“, dice Gaikwad. “Les ayuda a re-alinear sus inversiones, tecnologías y modelos de negocio para poder atraer de manera más eficaz a clientes, empleados y socios.“

Patti Williams, profesora de Comercio en Wharton, señala que las experiencias del cliente ayudan a las empresas a entender la toma de decisiones de los consumidores. Revela los tipos de información, fuentes, emociones y otros factores que pueden influir en los clientes y en sus decisiones.

Williams está de acuerdo en que el mapa de la experiencia del cliente es una herramienta importante en la transformación de un negocio. “Los mapas de experiencia son profundos, información incrustada de los clientes”. Es el desarrollo de una comprensión en varias capas de los consumidores y de cómo toman las decisiones en un entorno contextual, ofrece a las empresas la oportunidad de cambiar sus prácticas de una manera que refleje la realidad de la toma de decisiones de los consumidores.” El mapa de la experiencia del cliente, añade, “está en el centro de todas las organizaciones enfocadas en el consumidor y puede transformar muchas empresas.”

“El mapeo es muy difícil dada la heterogeneidad de todos los mercados y [también porque] el mismo consumidor puede tener una experiencia totalmente diferente en distintos momentos a causa de diferentes contextos.”  dice Jerry (Yoram) Wind, profesor de Wharton.

imag1
Fuente: KNOWLEDGE@WHARTON

[section label=”Propuesta de Valor” anchor=”Propuesta de Valor”]

Propuesta de Valor

El mapa de la experiencia del cliente requiere habilidades de diseño, dominio y sencillez. Normalmente, un mapa del cliente se crea mediante el uso tanto de datos de la investigación primaria (como entrevistas personales, sesiones en grupo, intercambio de ideas…) como de la investigación secundaria (recolección y la colaboración en cuanto a la información de las bases de datos de la organización, los sitios web, redes sociales…). Muchas de las herramientas digitales están creciendo rápidamente en cuanto a sofisticación y utilidad, y el valor de los conocimientos obtenidos.

El primer paso es definir el área exacta (producto, servicio y tarea) donde la organización quiere mejorar, e identificar al “Consumidor”. Con el consumidor definido, el equipo de experiencia de usuario crea una “persona”, basada en el perfil demográfico y psicográfico del cliente. Esto incluye la edad, el nivel socioeconómico, los sistemas de valores, opiniones, actitudes, estilo de vida, gustos y disgustos, y así sucesivamente. A partir de entonces, la experiencia de este personaje -que comprende expectativas, experiencias y reflexiones- se asigna a través de una tarea específica. Estos conocimientos se convierten en puntos de contacto -donde la organización hace, literalmente, una conexión con el cliente, ya sea a través de un escritorio, de un móvil, un sitio web o redes sociales.

“El curioso caso del punto de contacto es que no funciona sin contexto del consumidor“, dice Gaikwad. Aquí es donde las nuevas herramientas digitales añaden un nuevo valor.

Por ejemplo, en el caso de un hotel, si el cliente es un niño, la tarjeta de acceso podría recomendar actividades agradables para niños. Para clientes por viajes de negocios  podría ofrecer información sobre centros de convenciones. Kolar señala: “La clave es ver la cantidad de personalización que se puede brindar y cuánto se puede contextualizar en torno a un determinado cliente de una forma que les guste pero al mismo tiempo no sea intrusivo”.

Por lo tanto, una serie de mapas conectados que cubran cada fase del ciclo de vida de la experiencia del cliente puede dar control completo a la organización sobre su capacidad para ofrecer un producto o un servicio, dice Gaikwad.

imag2
Fuente: KNOWLEDGE@WHARTON

[section label=”El camino a seguir” anchor=”El camino a seguir”]

El camino a seguir

Williams cree los mapas de experiencia del cliente deben ser actualizados con frecuencia y a menudo puede implicar una inversión continua. Crear un mapa de experiencia es un proceso intensivo, influenciado por el tiempo y los medios, por lo que los presupuestos influyen en la frecuencia con que se pueden realizar. Pero a medida que se producen los cambios, deben actualizarse.

Uno de los mayores desafíos, como con tantas iniciativas, es conseguir el compromiso de la alta dirección. Tener éxito con los mapas de experiencia del cliente requiere tiempo y una estrecha colaboración. La eficacia de un mapa depende en parte de qué tan bien los administradores participen en el proceso de creación de los mismos y hasta qué punto pueden proyectarse en el futuro.

[section label=”Retorno de la Inversión” anchor=”Retorno de la Inversión”]

El retorno de la inversión

Mientras que el valor de los mapas tradicionales de experiencia es ampliamente aceptado, queda la cuestión de establecer métricas para el retorno de la inversión (ROI) de los mapas de enfoques digitales. En la actualidad, “no sé si hay una forma segura de definir un claro retorno de la inversión“, dice Kolar. “Creemos que es una poderosa herramienta para entender el contexto de los usuarios y para llevarlos de su estado actual a un estado elevado de satisfacción del cliente.” Las nuevas herramientas están ayudando. “Con la analítica avanzada, el valor, la eficacia y el costo de una inversión se puede entender desde el principio y se pueden hacer correcciones para minimizar el impacto.”

Kolar cree que el mapa de la experiencia del cliente digital ha llegado para quedarse. Debido al enorme alcance de las redes sociales, un solo cliente o empleado puede tener un gran impacto en el negocio. Esto hace que sea aún más importante para las organizaciones estar en la parte superior del juego.

“Mi sensación es que el mapa de la experiencia del cliente se convertirá en una herramienta obligatoria en la transformación digital. Las empresas comenzarán a hacer mapas como primer paso en sus actividades de planificación”.

Documento completo: Customer Journey Mapping Is at the Heart of Digital Transformation

DOC

 

KNOWLEDGE@WHARTON. Customer Journey Mapping Is at the Heart of Digital Transformation. Noviembre 2015 [consultado 07-12-2015]. Disponible en: http://d1c25a6gwz7q5e.cloudfront.net/reports/2015-11-04-Customer-Journey-Mapping-Is-at-the-Heart-of-Digital-Transformation.pdf

Descargar este documento en PDF

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