{"id":13263,"date":"2021-12-10T10:00:07","date_gmt":"2021-12-10T16:00:07","guid":{"rendered":"https:\/\/backup.primeaction.com\/sp\/?p=13263"},"modified":"2021-12-08T20:53:56","modified_gmt":"2021-12-09T02:53:56","slug":"lograr-una-experiencia-de-cliente-no-solo-es-posible-sino-indispensable","status":"publish","type":"post","link":"https:\/\/backup.primeaction.com\/sp\/lograr-una-experiencia-de-cliente-no-solo-es-posible-sino-indispensable\/","title":{"rendered":"Lograr una experiencia de cliente no s\u00f3lo es posible, sino indispensable"},"content":{"rendered":"

Las empresas buscan elevar su competitividad a trav\u00e9s de su transformaci\u00f3n digital, pues saben que hoy es un elemento indispensable para la continuidad de negocio. En medio de estos esfuerzos, hay un aspecto protag\u00f3nico: lograr que el cliente viva la mejor experiencia al hacer su compra digital, para que decida regresar y que, adem\u00e1s, recomiende ese espacio y servicio.<\/p>\n

El nombre del juego hoy es una f\u00f3rmula: omnicanalidad + customer experience (o experiencia del cliente o consumidor), de acuerdo a lo que se expuso en la sesi\u00f3n de Expansi\u00f3n Live \u201cOportunidades en la omnicanalidad\u201d, desarrollada por tres panelistas: Ra\u00fal Rodr\u00edguez, customer success executive en Zendesk; David Bernardo, CEO de LITS Adventures y Oscar Victorin, CEO y cofundador de Skydropx.<\/p>\n

La transformaci\u00f3n digital que no considere como un eje rector la calidad en la atenci\u00f3n al cliente estar\u00e1 desenfocada. En esta era es indispensable incluir al usuario como parte de esa transformaci\u00f3n, coincidieron en se\u00f1alar los panelistas.<\/p>\n

En el campo digital hay numerosas v\u00edas para las ventas: tiendas electr\u00f3nicas, marketplaces y todas las redes sociales, adem\u00e1s de sistemas de mensajer\u00eda. Pero la experiencia del usuario es transversal, debe presentar una empresa s\u00f3lida y consistente en todos los canales.<\/p>\n

La customer experience (CX), \u201cNo se trata de un aspecto posventa, como muchas veces se piensa, sino de toda una interacci\u00f3n, desde que comienza el journey del cliente\u201d, apunt\u00f3 Ra\u00fal Rodr\u00edguez, de Zendesk. \u201cAdem\u00e1s, esta experiencia envolvente debe fluir sin esfuerzo por parte del usuario, sin fricciones\u201d, a\u00f1adi\u00f3 el especialista el experto en customer-centricity, big data y storytelling.<\/p>\n

De ah\u00ed que el dise\u00f1o de la experiencia debe considerar desde los primeros acercamientos del cliente a la marca y a los espacios de interacci\u00f3n, agreg\u00f3 David Bernardo, de LITS Adventures: \u201cLo importante es crear toda la estrategia, c\u00f3mo la dise\u00f1o, hacer benchmark para detectar las mejores pr\u00e1cticas, hacer pruebas antes de introducirla al p\u00fablico\u2026 la estrategia recorre la omnicanalidad\u201d.<\/p>\n

Es cierto que durante los meses de confinamiento muchas empresas rompieron r\u00e9cord en ventas digitales, pero hay que comprender que se hizo en medio de una situaci\u00f3n de emergencia. El desaf\u00edo en la etapa posterior ser\u00e1 sostener las ventas y afrontar la competencia.<\/p>\n

\u201cPor eso es importante que, para lograr una CX positiva, las empresas establezcan los niveles de servicio de cada uno de sus canales, los expliquen a los usuarios y sean consistentes con ellos\u201d, reflexion\u00f3 Oscar Victorin, de la plataforma log\u00edstica Skydropx. Es decir, si una empresa promete que su tiempo de respuesta es de determinado lapso, debe cumplir con eso, por ejemplo. \u201cEl cliente sabe que puede haber fallas y retrasos, pero lo que agradece es que lo mantengamos al tanto, que se informe, que el contacto sea ininterrumpido a trav\u00e9s de todos los canales de la empresa\u201d.<\/p>\n

Hay metodolog\u00edas que apoyan la CX. Las empresas que apenas incursionan en este campo no deben amedrentarse frente a conceptos como big data o machine learning. A final de cuentas, son medios para completar sus metas y pueden irlos adoptando paulatinamente. De ah\u00ed que cobre cada vez mayor importancia, en las empresas de todos los giro y tama\u00f1os, desarrollar la figura de Chief Customer Officer, para que conjunte las estrategias, m\u00e9todos, herramientas y metas escalables que ayudar\u00e1n a que toda la empresa se concentre en ofrecer la mejor experiencia de cliente posible.<\/p>\n

Un aspecto importante es que las empresas hoy pueden interconectarse con el sistema digital para resolver las necesidades de CX que van registrando. Pueden incorporar su plataforma a otras plataformas y no partir de cero para construir las mejores experiencias para sus usuarios. Este es un pensamiento caracter\u00edstico de la actual transformaci\u00f3n digital.<\/p>\n","protected":false},"excerpt":{"rendered":"

Estas son las din\u00e1micas y acciones que requieren las empresas para ofrecer la experiencia que los consumidores esperan de 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