La IA es la gran apuesta para mejorar la experiencia del cliente

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CLAVES:

  • La próxima revolución en el espacio del consumer experience está siendo impulsada por algoritmos de Inteligencia Artificial (IA) que ayudan a las empresas a automatizar el alcance del cliente y hacer un uso óptimo de los datos.
  • El uso de la Inteligencia Artificial (AI) se está expandiendo por todas las industrias. Forrester predijo que este año habrá un aumento del 300% en la inversión en Inteligencia Artificial.
  • Las empresas de todo el mundo están comenzando a utilizar el poder de la IA para mejorar sus capacidades y ofrecer mejores experiencias a los clientes.
  • Un ejemplo de ello es Oracle, que ha anunciado nuevas aplicaciones de customer experience basadas en Inteligencia Artificial (IA) que permiten, a los profesionales de comercio, marketing, ventas y servicios, ofrecer mejores experiencias en tiempo real al cliente.

Hace unos años, el cloud computing transformó la gestión de clientes, dándole a cada pequeña y mediana empresa acceso a plataformas unificadas de datos y comunicaciones sin necesidad de hacer grandes inversiones en infraestructuras y en personal de TI.

Ahora la próxima revolución en el espacio del consumer experience está siendo impulsada por algoritmos de Inteligencia Artificial (IA) que ayudan a las empresas a automatizar el alcance del cliente y hacer un uso óptimo de los datos.

Cada vez hay más información y datos que recursos humanos y herramientas para poder manejarlos, y la Inteligencia Artificial cada día demuestra que puede dar sentido a los datos tanto estructurados como los no estructurados.

Las herramientas de IA ahora están ayudando a los equipos de ventas, recolectando patrones útiles de datos, encontrando cursos de acción exitosos y cuidando la parte más valiosa del  trabajo atendiendo a las necesidades y quejas de los clientes.

[section label=”La IA gana velocidad en el sector retail” anchor=”La IA gana velocidad en el sector retail”]

La IA gana velocidad en el sector retail

El uso de la Inteligencia Artificial (AI) se está expandiendo por todas las industrias. Forrester predijo que este año habrá un aumento del 300% en la inversión en Inteligencia Artificial. Las empresas de todo el mundo están comenzando a utilizar el poder de la IA para mejorar sus capacidades y ofrecer mejores experiencias a los clientes.

La venta al por menor es una industria donde el uso de la IA es relativamente nuevo, pero está ganando velocidad debido al interés por parte del cliente, y cada vez es más evidente que los compradores están interesados en utilizar esta tecnología durante su experiencia de compra, por lo que ahora es el momento de que los minoristas empiecen a trabajar con esta tecnología.

La implementación de nuevas tecnologías puede parecer desalentadora y costosa, pero el software de IA puede ahorrar tiempo y recursos a los minoristas.

[section label=”¿En qué puede ayudar la IA?” anchor=”¿En qué puede ayudar la IA?”]

¿En qué puede ayudar la IA?

Existen muchas maneras de que tanto los consumidores como los minoristas se puedan beneficiar de la tecnología de IA. Por un lado, los chatbots de IA pueden ayudar a los consumidores a encontrar la información que necesitan en tiempo real. Y además, según Gartner, para el año 2018, los asistentes digitales podrán “imitar conversaciones humanas” e interactuar con los clientes como si fueran un amigo, en lugar de un ordenador. También según Gartner, los robots de Inteligencia Artificial impulsarán el 85% de todas las interacciones de servicio de atención al cliente para el año 2020.

Para el minorista, esto ahorraría tiempo y recursos, ya que en lugar de contratar a todo un equipo de servicio de atención al cliente, pueden utilizar esta tecnología en su lugar.

Fuente: Vecdis. Datos de The Stack
Fuente: Vecdis. Datos de The Stack

Los asistentes virtuales y los empleados virtuales en tienda pueden ayudar a personalizar la experiencia de compra, que es lo que los clientes más exigen. El cliente puede disfrutar de una experiencia omnicanal mientras está en la tienda, puede hablar con el vendedor virtual y luego realizar el pedido online con un asistente virtual, que tiene toda su información. Esta experiencia personalizada sólo está disponible a través de la tecnología  de IA.

Además, los minoristas tendrán acceso a una gran cantidad de datos de los usuarios, que pueden utilizarse para predecir tendencias futuras de compra.

La Realidad Virtual y la Realidad Aumentada también pueden ayudar para atraer más la atención de los clientes. Las dos utilizan la tecnología de IA para unir la experiencia online y la experiencia sin conexión para los minoristas.

Y algunos minoristas ya están experimentando con las experiencias de VR para los compradores, por ejemplo Lowe’s creó una aplicación llamada Holoroom, donde los clientes pueden diseñar una cocina o un cuarto de baño, que luego se convertirá en un video de YouTube 360º. Y en ciertas tiendas, los clientes pueden utilizar Oculus Rift o Google Cardboard para ver sus salas a través de la realidad virtual.

[section label=”La IA en el espacio comercial” anchor=”La IA en el espacio comercial”]

La IA en el espacio comercial

Los clientes buscan una experiencia única cuando se trata de comprar, tanto si lo hacen online como offline. Los minoristas que utilizan la tecnología de IA para ofrecer estas experiencias prosperarán, superando a la competencia.

Y no son sólo las grandes empresas las que pueden utilizar esta tecnología, ya que a menudo, las empresas más grandes están atrapadas en sistemas heredados y en trámites burocráticos que bloquean la innovación, lo que significa que los minoristas más pequeños pueden aprovechar esa ventaja y utilizar la tecnología de IA para crecer en el mercado.

Los clientes están comenzando a exigir un servicio de atención al cliente mejor y más rápido y una experiencia personalizada, lo que significa que los minoristas necesitan luchar para satisfacer esta demanda.

La tecnología de IA puede ayudar. Mientras que la VR y AR no son todavía bastante corrientes, esta tendencia está ganando tracción y deleitando a los usuarios. Hay que invertir en la tecnología de IA para satisfacer las demandas de los clientes, crear experiencias únicas y poner su marca por delante del resto.

[section label=”Adaptative Intelligent Apps de Oracle” anchor=”Adaptative Intelligent Apps de Oracle”]

Adaptative Intelligent Apps de Oracle

Existen muchos proveedores de soluciones de Customer Relationship Management (CRM) que están empezando a utilizar y a ver el valor de la IA. Oracle, es uno de ellos, y ha anunciado nuevas aplicaciones de customer experience basadas en Inteligencia Artificial (IA) que permiten, a los profesionales de comercio, marketing, ventas y servicios, ofrecer mejores experiencias en tiempo real al cliente.

 Las nuevas Adaptive Intelligent Apps for CX combinan datos propios y de terceros con sofisticada ciencia de proceso de decisión y machine learning para ofrecer al sector las mejores soluciones de customer experience basadas en IA. Las Adaptive Intelligent Apps for CX están diseñadas para ayudar a mejorar las aplicaciones existentes de comercio, marketing, ventas y atención al cliente dentro de la Oracle CX Cloud Suite.

Las aplicaciones Adaptive Intelligent utilizan el conocimiento de Oracle Data Cloud, que es el mayor marketplace de datos del mundo, con de más de 5.000 millones de IDs de consumidores y empresas a nivel global y más de 7,5 billones de datos recogidos cada mes.

Fuente: Vecdis. Datos de Oracle
Fuente: Vecdis. Datos de Oracle

Aplicando ciencia de datos avanzada y machine learning a los datos web de Oracle y a los datos propios de una organización, las nuevas Adaptive Intelligent Apps for CX pueden tener una habilidad sin precedentes para reaccionar, aprender y adaptarse en tiempo real basándose en datos históricos y dinámicos de clientes, como su flujo de clicks y su actividad en redes sociales, además de otra información como el tiempo meteorológico, audiencias similares y datos de Internet of Things (IoT).

Así, las nuevas Adaptive Intelligence Apps for CX ayudan a ofrecer información personalizada que mejora con cada interacción del cliente e incluyen aplicaciones innovadoras diseñadas para clientes y profesionales B2B.

“Oracle está posicionado de manera única para cumplir la promesa de las aplicaciones empresariales basadas en inteligencia artificial, y está ofreciendo el futuro de estas aplicaciones hoy”, asegura Clive Swan, SVP Applications Development, Oracle Adaptive Intelligence. “Al combinar datos propios y de terceras partes con machine learning avanzado y la suite de aplicaciones cloud más completa del sector, Oracle ofrece un pack completo que ayuda a eliminar la necesidad de más integraciones o de otros procesos caros y lentos. Esto permite a nuestros clientes lograr valor de forma inmediata y tener una aproximación más inteligente a la transformación empresarial”.

THE NEXT WEB. How artificial intelligence is revolutionizing customer management. 13 de junio de 2017. [consultado 16-06-2017]. Disponible en: https://thenextweb.com/contributors/2017/06/12/artificial-intelligence-revolutionizing-customer-management/#.tnw_gK80NK8F

THE STACK. How AI is improving customer experience and loyalty in retail. 09 de junio de 2017. [consultado 16-06-2017]. Disponible en: https://thestack.com/big-data/2017/06/09/how-ai-is-improving-customer-experience-and-loyalty-in-retail/

FORRESTER. Predictions 2017: Artificial Intelligence Will Drive The Insights Revolution. 02 de noviembre de 2016. [consultado 16-06-2017]. Disponible en: https://go.forrester.com/wp-content/uploads/Forrester_Predictions_2017_-Artificial_Intelligence_Will_Drive_The_Insights_Revolution.pdf

GARTNER. Gartner Predicts Our Digital Future. 06 de octubre de 2015. [consultado 16-06-2017]. Disponible en: http://www.gartner.com/smarterwithgartner/gartner-predicts-our-digital-future/

ORACLE. Oracle Empowers Customer Experience Professionals with New Artificial Intelligence Apps. 26 de abril de 2017. [consultado 16-06-2017]. Disponible en: https://www.oracle.com/corporate/pressrelease/oracle-empowers-customer-experience-professionals-with-new-artificial-intelligence-apps-042617.html

NETWORKS ASIA. Oracle Empowers Customer Experience Professionals with New Artificial Intelligence Apps. 26 de abril de 2017. [consultado 16-06-2017]. Disponible en: https://www.networksasia.net/article/oracle-empowers-customer-experience-professionals-new-ai-apps.1495336200

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