{"id":33206,"date":"2018-06-07T09:04:53","date_gmt":"2018-06-07T07:04:53","guid":{"rendered":"https:\/\/enreach.es\/blog\/7-bones-practiques-per-millorar-lexperiencia-client\/"},"modified":"2022-06-23T13:50:42","modified_gmt":"2022-06-23T13:50:42","slug":"7-bones-practiques-per-millorar-lexperiencia-client","status":"publish","type":"post","link":"https:\/\/enreach.es\/ca\/blog\/7-bones-practiques-per-millorar-lexperiencia-client\/","title":{"rendered":"7 bones pr\u00e0ctiques per millorar l\u2019experi\u00e8ncia de client"},"content":{"rendered":"

La revoluci\u00f3 omnicanal, a m\u00e9s de connectar canals des d\u2019un punt de vista tecnol\u00f2gic, uneix les experi\u00e8ncies en tots i cadascun dels punts de contacte entre les empreses i els clients. Actualment, tot i que els usuaris prefereixin experi\u00e8ncies r\u00e0pides i \u00e0gils, encara esperen un toc personal.<\/p>\n

L\u2019informe \u2018Customer Journey Mapping\u2019, elaborat per CCW Digital, revela els beneficis que proporcionar l\u2019elaboraci\u00f3 d\u2019un \u2018mapeig del viatge\u2019 centrat en el client, aix\u00ed com les bones pr\u00e0ctiques que els call center han d\u2019implementar per millorar l\u2019experi\u00e8ncia de client.<\/p>\n

Aquestes bones pr\u00e0ctiques, basades tant en el viatge del client com en la centricitat en el client, s\u00f3n les seg\u00fcents:<\/p>\n

1.- Implementar un call integrat i omnicanal: <\/strong>Per millorar el \u2018customer journey\u2019, les organitzacions han d\u2019implementar solucions de call center basades en l\u2019omnicanalitat. Els agents han de tenir acc\u00e9s a eines que els hi proporcionin informaci\u00f3 sobre la identitat i l\u2019historial de consultes de cada client. Per aix\u00f2, la integraci\u00f3 dels contact center amb els sistemes corporatius<\/a> <\/strong>(CRM o ERP) de les organitzacions \u00e9s clau. Segons dades de l\u2019informe de CCW Digital, les empreses estalvien una mitjana de 44 segons per interacci\u00f3 quan els agents disposen de la fitxa del client.<\/p>\n

2.- Unificar les diferents funcions orientades al client: <\/strong>M\u00e9s enll\u00e0 dels sistemes de connexi\u00f3, les organitzacions amb mentalitat de centricitat en el client estableixen una alineaci\u00f3 entre els diferents departaments. Quan els equips de vendes, desenvolupament de productes, m\u00e0rqueting i serveis tenen els mateixos objectius per a l\u2019experi\u00e8ncia de client, poden avaluar el viatge des d\u2019una mateixa perspectiva. Per aix\u00f2 \u00e9s important que les organitzacions siguin conscients que cada interacci\u00f3 afecta a la totalitat de la relaci\u00f3 i que una atenci\u00f3 centrada en el client ha de ser la seva prioritat principal<\/strong>.<\/p>\n

3.- Construir els \u2018mapes de viatge\u2019 adequats: <\/strong>Com a instrument per satisfer les demandes dels clients, el mapeig de viatges representa una eina d\u2019experi\u00e8ncia del client molt eficient. Segons l\u2019informe<\/a>, aquest potencial per impulsar els resultats explica per qu\u00e8 el mapeig de viatges representa una consideraci\u00f3 d\u2019inversi\u00f3 pel 84% de les organitzacions, i una prioritat urgent pel 37%<\/strong>.<\/p>\n

4.- Repensar les prefer\u00e8ncies del canal: <\/strong>Les prefer\u00e8ncies del canal sovint provenen d\u2019informaci\u00f3 inadequada, ja que els clients no sempre coneixen quin \u00e9s el millor canal per resoldre un problema en particular. Les organitzacions orientades a la centricitat del client superen aquest repte mitjan\u00e7ant l\u2019avaluaci\u00f3 de l\u2019atenci\u00f3 de problemes espec\u00edfics dels clients en determinats canals. Aix\u00ed, els call center poden millorar l\u2019experi\u00e8ncia dels usuaris<\/strong> en un canal concret o dirigir-los al canal corresponent.<\/p>\n

5.- Adaptar-se a contextos canviants: <\/strong>Al considerar els reptes fonamentals dels centres de contacte i elaborar un mapa de viatge adaptable a un entorn canviant, les organitzacions poden millorar notablement l\u2019experi\u00e8ncia dels clients.<\/p>\n

6.- Entendre la import\u00e0ncia de la centricitat del client: <\/strong>Les experi\u00e8ncies centrades en els clients els hi ofereixen all\u00ed que realment volen. Les organitzacions poden dirigir als clients als canals (o agents) m\u00e9s adients per resoldre cada consulta. A m\u00e9s, les estrat\u00e8gies basades en el client ajuden a les empreses a complementar les seves dades de \u201csegmentaci\u00f3\u201d per predir millor el comportament dels usuaris.<\/p>\n

7.- Identificar i avaluar oportunitats d\u2019innovaci\u00f3: <\/strong>Gr\u00e0cies a les an\u00e0lisis i els mapes de viatge, les organitzacions poden identificar els \u201cpunts d\u00e8bils\u201d i explorar les oportunitats per a la innovaci\u00f3 a llarg termini. Emprant el coneixement de les intencions del client i les experi\u00e8ncies competitives, els call center poden realitzar un millor mapeig del viatge mitjan\u00e7ant la identificaci\u00f3 de qui \u00e9s el client, on ha estat el client i quin objectiu espera assolir<\/strong>.<\/p>\n

Com a resultat, els agents dels contact center i les eines d\u2019autoservei poden adaptar l\u2019experi\u00e8ncia de forma m\u00e9s precisa i r\u00e0pida. Al capacitar als clients per resoldre problemes sense l\u2019assist\u00e8ncia d\u2019un agent, l\u2019autoservei pot augmentar significativament l\u2019efici\u00e8ncia operativa dels call center<\/strong>. D\u2019altra banda, els canals digitals ofereixen un potencial similar: donat que els agents poden gestionar simult\u00e0niament m\u00faltiples xats o converses de text s\u00f3n m\u00e9s resolutius, augmentant aix\u00ed la satisfacci\u00f3 dels clients.<\/p>\n

En conclusi\u00f3, segons l\u2019informe de CCW Digital, les organitzacions d\u2019avui existeixen en una era basada en la centricitat del client. Per tant, han d\u2019identificar i amplificar amb major precisi\u00f3 els principals avantatges (i desavantatges) sobre els seus competidors. Amb la consci\u00e8ncia de com afecten les experi\u00e8ncies de l\u2019agent i de l\u2019usuari, les empreses poden avaluar i optimitzar de manera m\u00e9s significativa les inversions en tecnologia.<\/p>\n","protected":false},"excerpt":{"rendered":"

La revoluci\u00f3 omnicanal, a m\u00e9s de connectar canals des d\u2019un punt de vista tecnol\u00f2gic, uneix les experi\u00e8ncies en tots i cadascun dels punts de contacte entre les empreses i els clients. Actualment, tot i que els usuaris prefereixin experi\u00e8ncies r\u00e0pides i \u00e0gils, encara esperen un toc personal. L\u2019informe \u2018Customer Journey Mapping\u2019, elaborat per CCW Digital,… Read more »<\/a><\/p>\n","protected":false},"author":1,"featured_media":33207,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2145],"tags":[],"class_list":["post-33206","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contact-center-intelligent"],"acf":[],"yoast_head":"\n7 bones pr\u00e0ctiques per millorar l\u2019experi\u00e8ncia de client - 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\/7-buenas-practicas-mejorar-la-experiencia-cliente\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"7 bones pr\u00e0ctiques per millorar l\u2019experi\u00e8ncia de client - Enreach ES\" \/>\n<meta property=\"og:description\" content=\"La revoluci\u00f3 omnicanal, a m\u00e9s de connectar canals des d\u2019un punt de vista tecnol\u00f2gic, uneix les experi\u00e8ncies en tots i cadascun dels punts de contacte entre les empreses i els clients. 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