{"id":33671,"date":"2020-01-27T16:32:06","date_gmt":"2020-01-27T15:32:06","guid":{"rendered":"https:\/\/enreach.es\/blog\/5-passos-clau-per-oferir-una-experiencia-personalitzada-al-client\/"},"modified":"2022-06-23T13:51:39","modified_gmt":"2022-06-23T13:51:39","slug":"5-passos-clau-per-oferir-una-experiencia-personalitzada-al-client","status":"publish","type":"post","link":"https:\/\/enreach.es\/ca\/blog\/5-passos-clau-per-oferir-una-experiencia-personalitzada-al-client\/","title":{"rendered":"5 passos clau per oferir una experi\u00e8ncia personalitzada al client"},"content":{"rendered":"

Oferir una experi\u00e8ncia personalitzada al client \u00e9s una tasca que tota organitzaci\u00f3 sap que \u00e9s important per\u00f2 que, no obstant, poques empreses estan disposades a complir estrat\u00e8gicament. Individualitzar l\u2019experi\u00e8ncia requereix d\u2019una infraestructura robusta, capa\u00e7 d\u2019analitzar dades processables i Intel\u00b7lig\u00e8ncia Artificial (IA).<\/p>\n

Donada la import\u00e0ncia de les dades per a la personalitzaci\u00f3, el call center ha de percebre\u2019s com un creador de valor<\/strong>. Els contact center d\u2019avui en dia gestionen les interaccions dels usuaris a trav\u00e9s d\u2019una varietat de canals. Cadascun d\u2019ells constitueix una font de dades addicional i una oportunitat per oferir una experi\u00e8ncia personalitzada<\/strong>.<\/p>\n

Per aix\u00f2, \u00e9s necessari un software de <\/strong>call center basat en el n\u00favol amb eines integrades<\/strong><\/a> per gestionar les interaccions entrants i sortints<\/strong>: des d\u2019enrutament de trucades i IVR fins a correu electr\u00f2nic, xat, xarxes socials, missatgeria instant\u00e0nia, \u00fas compartit de pantalla, autoservei, optimitzaci\u00f3 de la for\u00e7a laboral i an\u00e0lisi. A m\u00e9s a m\u00e9s, totes aquestes capacitats han d\u2019estar connectades entre si, aix\u00ed com amb el CRM, que cont\u00e9 la vida \u00fatil de totes les dades dels usuaris.<\/p>\n

Com crear un marc per oferir una experi\u00e8ncia personalitzada al client<\/strong><\/h5>\n

La personalitzaci\u00f3 \u00e9s un enfoc a llarg termini per la forma en qu\u00e8 tracta les dades. Si s\u2019est\u00e0 buscant construir una operaci\u00f3 de personalitzaci\u00f3 de CX des de zero o millorar una existent, aquests cinc passos s\u00f3n clau:<\/p>\n

1) Desenvolupar perfils d\u2019usuaris<\/strong><\/h5>\n

El servei personalitzat al client requereix una comprensi\u00f3 de qui s\u00f3n els usuaris. El departament de m\u00e0rqueting d\u2019una organitzaci\u00f3 ha de poder subministrar dades demogr\u00e0fiques i\/o psicogr\u00e0fiques i informaci\u00f3 de l\u2019usuari. Tanmateix, \u00e9s m\u00e9s important comprendre els perfils dels consumidors a un nivell processable<\/strong>: qu\u00e8 \u00e9s important pels usuaris, quins s\u00f3n els seus punts d\u00e8bils i les seves necessitats no satisfetes, per qu\u00e8 fan negocis amb la seva empresa (en lloc del seu competidor), etc.<\/p>\n

Aix\u00ed mateix, per a l\u2019estrat\u00e8gia de personalitzaci\u00f3 de l\u2019experi\u00e8ncia del client \u00e9s essencial decidir quines noves caracter\u00edstiques del producte desenvolupar, quines conservar, i en quins canals estar<\/strong>. Les organitzacions m\u00e9s centrades en l\u2019usuari fins i tot utilitzen aquests coneixements per determinar l\u2019enfoc general de la marca, la publicitat i el m\u00e0rqueting.<\/p>\n

El sistema CRM<\/strong> tamb\u00e9 cont\u00e9 una gran quantitat d\u2019informaci\u00f3 com l\u2019historial de compres, el valor del client i el Net Promoter Score <\/strong>(una eina que mesura la lleialtat dels usuaris d\u2019una empresa basant-se en les seves recomanacions). Per aquest motiu, \u00e9s important tenir en compte les idees que els agents poden oferir sobre els tipus d\u2019usuaris i els problemes als quals s\u2019enfronten tots els dies. Per fer que tota aquesta informaci\u00f3 sigui identificable pels usuaris, s\u2019han d\u2019emprar les metadades del contact center.<\/p>\n

Per tant, la consolidaci\u00f3 de dades hauria de ser el primer pas per desenvolupar un programa de personalitzaci\u00f3 a escala<\/strong>.<\/p>\n

2) Generar formes de recopilar m\u00e9s dades dels usuaris al llarg del temps<\/strong><\/h5>\n

No \u00e9s necessari dir que com m\u00e9s dades es recopilin, m\u00e9s es podr\u00e0 personalitzar l\u2019experi\u00e8ncia del client. En aquest sentit, es pot configurar un xat bot<\/strong> per reunir informaci\u00f3<\/strong> fins i tot dels usuaris que visiten el lloc web per primer cop sol\u00b7licitant el seu nom i adre\u00e7a d\u2019email o detalls b\u00e0sics de per qu\u00e8 estan navegant en el web. Per animar les respostes, es poden oferir indicacions d\u2019opci\u00f3 m\u00faltiple per a qu\u00e8 l\u2019usuari pugui seleccionar-les<\/strong>. Aix\u00f2 permet agrupar m\u00e9s f\u00e0cilment les respostes i les dades.<\/p>\n

3) Oferir als usuaris una selecci\u00f3 de canals <\/strong><\/h5>\n

Ja sigui prestant serveis als usuaris per tel\u00e8fon, correu electr\u00f2nic, xat en viu o en xarxes socials, s\u2019ha d\u2019oferir el mateix nivell de prestacions en cada canal<\/strong>. Si els agents poden identificar a les persones de les trucades entrants sense preguntar el seu nom i detalls, els usuaris esperen el mateix nivell de context quan inicien un xat web mentre inicien sessi\u00f3 al lloc web.<\/p>\n

\u00c9s important recopilar metadades de cada canal, per a qu\u00e8 els agents tinguin el context sobre les interaccions anteriors de l\u2019usuari amb l\u2019empresa en un tauler de control unificat<\/strong>, independentment del canal que hagi utilitzat. D\u2019aquesta manera, si un usuari es comunica per xat, l\u2019agent pot veure l\u2019historial de la seva interacci\u00f3 anterior, fins i tot si es va tractar d\u2019un tiquet de suport per correu electr\u00f2nic.<\/p>\n

A l\u2019interactuar amb un bot, l\u2019usuari ha de tenir a m\u00e0 un bot\u00f3 per sol\u00b7licitar parlar amb un agent en viu. O millor encara, el xat bot ha de saber quan encaminar al client de manera proactiva cap a un hum\u00e0<\/strong>, ja sigui deduint un sentiment negatiu, detectant la intenci\u00f3 de l\u2019usuari de completar una tasca que \u00e9s massa complexa pel bot, simplement perqu\u00e8 el xat bot no ha pogut entendre qu\u00e8 \u00e9s el que pregunta el consumidor.<\/p>\n

4) Crear canals d\u2019autoservei<\/strong><\/h5>\n

L\u2019autoservei s\u2019ha convertit en el canal de contacte preferit entre els usuaris digitals actuals, per\u00f2 \u00e9s un altre \u00e0rea que ha de personalitzar-se pel benefici del client. Si l\u2019usuari t\u00e9 un compte amb l\u2019empresa, l\u2019historial ha de mostrat contingut que sigui consistent amb la seva personalitat quan inici\u00ef sessi\u00f3 al lloc web o aplicaci\u00f3 m\u00f2bil<\/strong>.<\/p>\n

Per exemple, les accions d\u2019autoservei que els usuaris poden realitzar han de contextualitzar-se i no oferir per defecte una p\u00e0gina general de preguntes freq\u00fcents, ja que \u00e9s conf\u00f3s i no t\u00e9 en compte l\u2019entorn de l\u2019usuari. Totes les preguntes freq\u00fcents, v\u00eddeos explicatius, solucions pas a pas, documents t\u00e8cnics, etc. han d\u2019etiquetar-se adequadament per a qu\u00e8 es mostrin als usuaris correctes<\/strong>.<\/p>\n

5) Crear un enfoc sist\u00e8mic per a recopilar comentaris <\/strong><\/h5>\n

Com m\u00e9s comentaris siguin recopilats, m\u00e9s es podr\u00e0 comprendre en profunditat als usuaris, detectar \u00e0rees problem\u00e0tiques en el \u2018customer journey\u2019 i promocionar ofertes i compensacions personalitzades<\/strong>. Quelcom tan simple com una finestra emergent que demani als usuaris que qualifiquin una experi\u00e8ncia de servei com una compra online, o que es registri com a client despr\u00e9s d\u2019usar un producte per primer cop, no nom\u00e9s ajuda a adquirir m\u00e9s dades, sin\u00f3 que fa que l\u2019usuari senti que la seva aportaci\u00f3 \u00e9s important.<\/p>\n","protected":false},"excerpt":{"rendered":"

Oferir una experi\u00e8ncia personalitzada al client \u00e9s una tasca que tota organitzaci\u00f3 sap que \u00e9s important per\u00f2 que, no obstant, poques empreses estan disposades a complir estrat\u00e8gicament. Individualitzar l\u2019experi\u00e8ncia requereix d\u2019una infraestructura robusta, capa\u00e7 d\u2019analitzar dades processables i Intel\u00b7lig\u00e8ncia Artificial (IA). Donada la import\u00e0ncia de les dades per a la personalitzaci\u00f3, el call center ha… Read more »<\/a><\/p>\n","protected":false},"author":1,"featured_media":33672,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2145],"tags":[],"class_list":["post-33671","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contact-center-intelligent"],"acf":[],"yoast_head":"\n5 passos clau per oferir una experi\u00e8ncia personalitzada al 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\/5-pasos-clave-para-ofrecer-una-experiencia-personalizada-al-cliente\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 passos clau per oferir una experi\u00e8ncia personalitzada al client - Enreach ES\" \/>\n<meta property=\"og:description\" content=\"Oferir una experi\u00e8ncia personalitzada al client \u00e9s una tasca que tota organitzaci\u00f3 sap que \u00e9s important per\u00f2 que, no obstant, poques empreses estan disposades a complir estrat\u00e8gicament. Individualitzar l\u2019experi\u00e8ncia requereix d\u2019una infraestructura robusta, capa\u00e7 d\u2019analitzar dades processables i Intel\u00b7lig\u00e8ncia Artificial (IA). Donada la import\u00e0ncia de les dades per a la personalitzaci\u00f3, el call center ha... 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