La atención al cliente sigue precisando de los canales tradicionales pese a la irrupción de lo digital

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Father and teenager signing loan contract

CLAVES:

  • Los clientes de hoy en día, sobre todo los más jóvenes, son personas orientadas hacia la multicanalidad.
  • Pero la alta disponibilidad y uso de Smartphones, tabletas y portátiles no menoscaba el uso de los canales tradicionales para el servicio de atención al cliente.
  • A la hora de la verdad los clientes que quieren ser atendidos prefieren una conversación personal, sea por teléfono o en persona.
  • Pero las compañías tienen que desarrollar y tener disponible otras vías de contacto, como las apps, los chats online, los portales autoservicio y las redes sociales.

Los clientes de hoy en día, sobre todo los más jóvenes, son personas orientadas hacia la multicanalidad. El consumidor está conectado, a través de muchos canales online y offline, a aquellos servicios que usa y productos que consume. Pero la alta disponibilidad y uso de Smartphones, tabletas y portátiles no menoscaba el uso de los canales tradicionales para el servicio de atención al cliente, como son el contacto físico real en una tienda o una oficina, el teléfono y el correo electrónico. Los únicos soportes del servicio de atención al cliente que a estas alturas ya han quedado muy probablemente obsoletos, son la carta postal y el fax, pero el resto de los canales tradicionales están muy, pero que muy vivos.

A la hora de la verdad los clientes que quieren ser atendidos prefieren una conversación personal, sea por teléfono o en persona. Pero las compañías tienen que desarrollar y tener disponible otras vías de contacto, como las apps para el Smartphone, el (video) chat en las páginas web de las compañías, las comunidades online de autoayuda, los portales de autoservicio y las redes sociales (Facebook, Twitter, etc).

Uno de los ejemplos más conocidos de los nuevos canales son los portales “Self-Service” de la banca online. Este autoservicio ofrece al cliente la máxima libertad y accesibilidad, 24 horas al día, los 7 días de la semana. Por otro lado, permite a la industria financiera ahorrar recursos (empleados, oficinas), ya que son los propios clientes los que cuidan, vigilan y realizan los “trabajos”, las transacciones bancarias. La activación de un servicio que realiza el cliente de la banca online recibe respuesta del “sistema” en muy poco tiempo. Piezas claves para un buen funcionamiento de este autoservicio “virtual” de clientes “reales” son los desarrollos informáticos CMS (Content Management System) y CRM (Customer Relatonship System). Sólo unas buenas e intuitivas aplicaciones proporcionarán buenas experiencias a los clientes que se autogestionan el servicio contratado a las entidades financieras.

Vemos por tanto que la oferta de los puntos de contacto con los clientes va creciendo. Es esta realidad lo que supone a corto plazo un gran reto para las compañías: tienen que lograr una oferta de atención al cliente “integral”, conseguir un buen engranaje operativo entre los canales de servicio de atención al cliente tradicionales y emergentes.

Debido al aumento de los puntos de contacto con el cliente las compañías se encuentran con nuevos desafíos, ya que ello conlleva un aumento de la complejidad organizativa. Pero las compañías pueden responder adecuadamente a los desafíos apoyándose en tres palancas básicas:

  1. Conocimiento del cliente. Conocer en profundidad las experiencias de los clientes con los puntos de contacto concretos. La comprensión de sus hábitos, sus comportamientos y sus expectativas ayudarán a desarrollar y sintonizar la oferta multicanal de atención al cliente de forma óptima.
  2. Soporte tecnológico adecuado y escalable. Las empresas tienen que combinar una visión táctica y estratégica a la hora de invertir en sus sistemas informáticos relacionados con el servicio de atención al cliente. La infraestructura hardware / software es fundamental para un buen funcionamiento de atención multicanal.
  3. Adaptación de la organización. Las compañías tienen que flexibilizar sus departamentos funcionales del front office (marketing, ventas, tiendas, contact center, gestión de reclamaciones, bajas, etc.), no pueden ser compartimentos estancos, la información de los clientes tiene que fluir de forma transversal / horizontal entre los distintos departamentos para maximizar experiencias positivas con el servicio de atención al cliente.

Sólo así lograrán las compañías obtener un mix equilibrado entre la eficiencia de los costes y la calidad del servicio de atención al cliente en el nuevo entorno multicanal.

TNS. El servicio de atención al cliente en el entorno multicanal. 7 de enero de 2016 [Consultado 08-01-2016]. Disponible en: http://blogs.tnsglobal.com/blog_experiencias/2016/01/el-servicio-de-atenci%C3%B3n-al-cliente-en-el-entorno-multicanal.html

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