{"id":32874,"date":"2017-02-28T08:00:38","date_gmt":"2017-02-28T07:00:38","guid":{"rendered":"https:\/\/enreach.es\/blog\/principals-reptes-lexperiencia-dusuari-2017\/"},"modified":"2022-06-23T13:50:01","modified_gmt":"2022-06-23T13:50:01","slug":"principals-reptes-lexperiencia-dusuari-2017","status":"publish","type":"post","link":"https:\/\/enreach.es\/ca\/blog\/principals-reptes-lexperiencia-dusuari-2017\/","title":{"rendered":"Principals reptes de l\u2019experi\u00e8ncia d\u2019usuari el 2017"},"content":{"rendered":"<p>Durant l\u2019any 2016, l\u2019\u00edndex d\u2019experi\u00e8ncia del client ha millorat lleument. No obstant, les empreses i l\u00edders CX (Customer Xperience) s\u00f3n conscients que \u00e9s fonamental millorar l\u2019experi\u00e8ncia integral dels clients en les seves interaccions amb les marques per tal que els negocis creixin. I en aquest sentit, l\u2019\u00faltim <a href=\"https:\/\/go.forrester.com\/wp-content\/uploads\/Forrester_Predictions_2017_The_CX_Quality_Split.pdf\">informe<\/a> elaborat per la firma Forrester sota el t\u00edtol \u201cPredictions 2017: The CX Quality Split\u201d conclou que el 2017 s\u2019intensificar\u00e0 la fractura entre els l\u00edders en experi\u00e8ncia d\u2019usuari i la resta.<\/p>\n<p><strong>El progr\u00e9s de l\u2019experi\u00e8ncia d\u2019usuari s\u2019alentir\u00e0 el 2017<\/strong><\/p>\n<p>Entre els millors \u00edndex d\u2019experi\u00e8ncia d\u2019usuari, al llarg del 2016, no hi ha hagut millores substancials, situant-se lluny de la puntuaci\u00f3 perfecta. Per tant, l\u2019<strong>experi\u00e8ncia del client<\/strong> no ha assolit l\u2019apogeu i les marques s\u00f3n plenament conscients d\u2019aix\u00f2, especialment despr\u00e9s d\u2019haver corroborat i assumit que una millor experi\u00e8ncia dels clients est\u00e0 directament relacionada amb un <strong>major creixement dels ingressos<\/strong>, un <strong>major poder de fixaci\u00f3 de preus<\/strong>, <a href=\"https:\/\/www.masvoz.cat\/cloud-contact-center\/avantatges\"><strong>menors costos de servei<\/strong><\/a> i, en definitiva, <strong>m\u00e9s i millors beneficis financers<\/strong>.<\/p>\n<p>Forrester indica que ja s\u2019han assentat les bases d\u2019una millor <a href=\"https:\/\/www.masvoz.cat\/cloud-contact-center\">experi\u00e8ncia de client<\/a> i, en gran mesura, s\u2019ha arribat a una certa homogene\u00eftat per sota. Per\u00f2 \u00e9s ara quan comen\u00e7a \u201cla feina m\u00e9s dura\u201d, el que suposar\u00e0 que el progr\u00e9s de CX s\u2019alentir\u00e0 en general, al mateix temps que algunes empreses aconseguiran destacar sobre la resta.<\/p>\n<p><strong>Principals \u00e0rees d\u2019atenci\u00f3 CX durant aquest any<\/strong><\/p>\n<p>Ara els <strong>reptes de l\u2019experi\u00e8ncia del client<\/strong> s\u2019enfocaran en aspectes clau com la lluita contra les amenaces de seguretat (cada cop m\u00e9s complexes), la creaci\u00f3 de les condicions que generin <strong>emocions positives espec\u00edfiques<\/strong> i l\u2019aprofitament de la <strong>intel\u00b7lig\u00e8ncia artificial<\/strong>. Fins i tot les grans empreses hauran de fer grans inversions per aprofitar les noves capacitats i crear <a href=\"https:\/\/www.masvoz.cat\/blog\/la-centralitzacio-client-clau-per-l-exit-les-empreses\/\"><strong>millors experi\u00e8ncies d\u2019usuari<\/strong><\/a>.<\/p>\n<p>Aquesta divisi\u00f3 entre els principals l\u00edders en l\u2019\u00e0mbit de l\u2019experi\u00e8ncia del client i la resta es far\u00e0 patent especialment en quatre \u00e0rees:<\/p>\n<ul>\n<li>La <strong>seguretat de les dades<\/strong>. Les empreses augmentaran les mesures de seguretat per <strong>protegir les dades dels seus clients<\/strong> desenvolupant programes integrals de resposta a incidents basats en un Model de Confian\u00e7a Zero. No obstant, molts altres es descuidaran, \u201caugmentant la irritaci\u00f3 i el risc, en lloc de la confian\u00e7a\u201d.<\/li>\n<\/ul>\n<ul>\n<li>Augmentar la <strong>influ\u00e8ncia en les emocions<\/strong> dels clients. Les emocions negatives erosionen la lleialtat. Conscients d\u2019aix\u00f2, els l\u00edders CX tractaran, no tant de mesurar les emocions, com d\u2019exercir la seva influ\u00e8ncia sobre elles. Per aix\u00f2, tractaran d\u2019avan\u00e7ar-se al client per <strong>identificar i prioritzar la prevenci\u00f3 d\u2019experi\u00e8ncies negatives<\/strong>.<\/li>\n<\/ul>\n<ul>\n<li>Les <strong>millores a les interf\u00edcies conversacionals basades en la intel\u00b7lig\u00e8ncia artificial<\/strong>. Parlem de <a href=\"https:\/\/www.masvoz.cat\/blog\/xatbots-la-propera-revolucio-en-l%C2%92atencio-al-client\/\"><strong>xatbots<\/strong><\/a> amb els quals avan\u00e7ar-se a les necessitats dels clients, i de la seva integraci\u00f3 amb assistents com Siri, Google Assistant, Cortana o Alexa.<\/li>\n<\/ul>\n<ul>\n<li>La cerca de <strong>noves formes de mesurar l\u2019\u00e8xit de les experi\u00e8ncies<\/strong> dels clients en el cam\u00ed cap a la <strong>fidelitat<\/strong>.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Durant l\u2019any 2016, l\u2019\u00edndex d\u2019experi\u00e8ncia del client ha millorat lleument. No obstant, les empreses i l\u00edders CX (Customer Xperience) s\u00f3n conscients que \u00e9s fonamental millorar l\u2019experi\u00e8ncia integral dels clients en les seves interaccions amb les marques per tal que els negocis creixin. I en aquest sentit, l\u2019\u00faltim informe elaborat per la firma Forrester sota el&#8230;  <a class=\"excerpt-read-more\" href=\"https:\/\/enreach.es\/ca\/blog\/principals-reptes-lexperiencia-dusuari-2017\/\" title=\"Read Principals reptes de l\u2019experi\u00e8ncia d\u2019usuari el 2017\">Read more &raquo;<\/a><\/p>\n","protected":false},"author":1,"featured_media":27433,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2145],"tags":[],"class_list":["post-32874","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contact-center-intelligent"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Principals reptes de l\u2019experi\u00e8ncia d\u2019usuari el 2017 - Enreach ES<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/enreach.es\/blog\/principales-retos-la-experiencia-usuario-2017\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Principals reptes de l\u2019experi\u00e8ncia d\u2019usuari el 2017 - Enreach ES\" \/>\n<meta property=\"og:description\" content=\"Durant l\u2019any 2016, l\u2019\u00edndex d\u2019experi\u00e8ncia del client ha millorat lleument. No obstant, les empreses i l\u00edders CX (Customer Xperience) s\u00f3n conscients que \u00e9s fonamental millorar l\u2019experi\u00e8ncia integral dels clients en les seves interaccions amb les marques per tal que els negocis creixin. I en aquest sentit, l\u2019\u00faltim informe elaborat per la firma Forrester sota el... 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