{"id":33808,"date":"2020-07-02T07:53:42","date_gmt":"2020-07-02T05:53:42","guid":{"rendered":"https:\/\/enreach.es\/blog\/per-que-integrar-un-contact-center-amb-intel%c2%b7ligencia-artificial-i-crm\/"},"modified":"2022-06-23T13:51:54","modified_gmt":"2022-06-23T13:51:54","slug":"per-que-integrar-un-contact-center-amb-intel%c2%b7ligencia-artificial-i-crm","status":"publish","type":"post","link":"https:\/\/enreach.es\/ca\/blog\/per-que-integrar-un-contact-center-amb-intel%c2%b7ligencia-artificial-i-crm\/","title":{"rendered":"Per qu\u00e8 integrar un contact center amb Intel\u00b7lig\u00e8ncia Artificial i CRM?"},"content":{"rendered":"

A mesura que el panorama de vendes B2B (Business-to-Business) ha evolucionat, ofereix l\u2019oportunitat d\u2019aprofitar el valor de la Intel\u00b7lig\u00e8ncia Artificial (IA) als contact center. Els equips de vendes interns que usen CRM al call center ara tenen acc\u00e9s a una \u00e0mplia gamma de solucions d\u2019automatitzaci\u00f3 i IA que redueixen els costos i generen efici\u00e8ncia que poden augmentar les taxes de tancament de vendes.<\/p>\n

De fet, Gartner prediu que pel 2020, el 30% de totes les empreses B2B usaran la Intel\u00b7lig\u00e8ncia Artificial per augmentar almenys un dels seus principals processos de vendes.<\/p>\n

Per aix\u00f2, primer s\u2019ha de saber en quines solucions d\u2019IA invertir, i com aquestes inversions poden funcionar amb la integraci\u00f3 adequada d\u2019un CRM<\/strong> (Customer Relationship Management o Gesti\u00f3 de la Relaci\u00f3 amb el Client). S\u00f3n dos aspectes fonamentals per usar-les amb \u00e8xit i aconseguir un alt ROI (retorn de la inversi\u00f3).<\/p>\n

En qu\u00e8 consisteix una integraci\u00f3 entre un contact center i un CRM?<\/strong><\/h5>\n

\u00c9s una connexi\u00f3 entre el sistema CRM i el software d\u2019un call center que autom\u00e0ticament transfereix dades per a qu\u00e8 cada sistema, i les persones i processos que els utilitzen, funcionen millor. Com a regla general, el <\/strong>software del contact center<\/strong><\/a> ha d\u2019integrar-se f\u00e0cilment amb qualsevol CRM<\/strong>.<\/p>\n

Per qu\u00e8 \u00e9s important oferir experi\u00e8ncies personalitzades?<\/strong><\/h5>\n

Un centre d\u2019atenci\u00f3 al client necessita oferir experi\u00e8ncies del client personalitzades per dos motius: els usuaris ho exigeixen i la compet\u00e8ncia ho est\u00e0 fent.<\/p>\n

El software del contact center \u00e9s la font principal d\u2019interaccions amb els clients en els seus diversos canals, mentre que el sistema CRM \u00e9s la font principal d\u2019informaci\u00f3 dels usuaris<\/strong>. Per aix\u00f2 \u00e9s clau la integraci\u00f3 d\u2019aquestes dues fonts separades de dades relacionades amb el client per a una visi\u00f3 m\u00e9s integral dels seus clients.<\/p>\n

Per qu\u00e8 \u00e9s necess\u00e0ria la integraci\u00f3?<\/strong><\/h5>\n

La integraci\u00f3 del CRM i el software del call center amplia el valor de les dades del CRM. Aquestes dades poden utilitzar-se per enrutar els clientes a l\u2019agent que millor pot resoldre el seu problema i donar a aquest agent la informaci\u00f3 rellevant que necessita per gestionar amb \u00e8xit la interacci\u00f3<\/strong>.<\/p>\n

Pel contrario, el mapeig de les dades d\u2019interacci\u00f3 del contact center amb el sistema CRM crea una visi\u00f3 m\u00e9s integral del customer journey el que ajuda a millorar la presa de decisions comercials.<\/p>\n

Es milloren les dades del CRM a trav\u00e9s de la IA?<\/strong><\/h5>\n

Amb la IA integrada al call center, les dades emmagatzemades al CRM es rastregen autom\u00e0ticament<\/strong>. El modelat predictiu impulsat per Intel\u00b7lig\u00e8ncia Artificial pot mantenir als agents informats i actualitzats, de manera que es contacti als clients amb la informaci\u00f3 correcta en el moment adequat per augmentar la retenci\u00f3 i la productivitat de les vendes<\/strong>.<\/p>\n

Per aix\u00f2, per crear experi\u00e8ncies de vendes m\u00e9s personalitzades per a clients B2B (i donar-los suport amb un servei al client m\u00e9s proactiu, \u00e9s necess\u00e0ria una visi\u00f3 veritablement hol\u00edstica de qui s\u00f3n: les seves prefer\u00e8ncies, historial de compres, comportaments, interaccions anteriors, etc.).<\/p>\n

Una integraci\u00f3 amb el CRM ajuda a proporcionar una visi\u00f3 hol\u00edstica del client a l\u2019equip de vendes intern, per\u00f2 les solucions d\u2019Intel\u00b7lig\u00e8ncia Artificial poden millorar-la. A l\u2019augmentar la informaci\u00f3 al CRM, les solucions d\u2019IA poden oferir una visi\u00f3 encara m\u00e9s completa i integral del client<\/strong>.<\/p>\n

D\u2019altra banda, les eines d\u2019an\u00e0lisi basades en la Intel\u00b7lig\u00e8ncia Artificial<\/strong> tamb\u00e9 poden usar les dades del CRM per oferir informaci\u00f3 predictiva sobre els clients. Aix\u00f2 porta a un abast m\u00e9s proactiu per part de l\u2019equip de vendes, taxes de tancament de vendes m\u00e9s altes i una major retenci\u00f3 de clients.<\/p>\n

Per exemple, el CRM pot emmagatzemar informaci\u00f3 del compte del client i patrons de compra. Per\u00f2 l\u2019equip de vendes intern pot tenir dificultats per introduir manualment aquesta informaci\u00f3 i monitorejar aquests patrons.<\/p>\n

Per qu\u00e8 desenvolupar una millor comprensi\u00f3 del customer journey?<\/strong><\/h5>\n

L\u2019equip de vendes pot saber qui \u00e9s un client, qu\u00e8 ha comprat o per a quins productes i serveis pot ser elegible, tot gr\u00e0cies al CRM. Per\u00f2 amb l\u2019an\u00e0lisi de veu i text habilitat per la IA, l\u2019an\u00e0lisi de sentiments i el model de comportament predictiu al contact center<\/strong>, es pot obtenir una imatge completa del customer journey, com es sent l\u2019usuari respecte a la marca i qu\u00e8 pot estar impulsant el seu comprom\u00eds.<\/p>\n

Des de xat bots fins a la comprensi\u00f3 del llenguatge natural en el sistema IVR (Interactive Voice Response), moltes solucions d\u2019IA tamb\u00e9 poden funcionar en conjunt amb el CRM per general perfils del viatge del client.<\/p>\n

La integraci\u00f3 entre el software del call center i el sistema CRM<\/strong> millora el valor comercial d\u2019ambd\u00f3s sistemes, ajuda a millorar l\u2019experi\u00e8ncia del client, augmenta la productivitat dels agents i permet una presa de decisions m\u00e9s informada al negoci.<\/p>\n","protected":false},"excerpt":{"rendered":"

A mesura que el panorama de vendes B2B (Business-to-Business) ha evolucionat, ofereix l\u2019oportunitat d\u2019aprofitar el valor de la Intel\u00b7lig\u00e8ncia Artificial (IA) als contact center. Els equips de vendes interns que usen CRM al call center ara tenen acc\u00e9s a una \u00e0mplia gamma de solucions d\u2019automatitzaci\u00f3 i IA que redueixen els costos i generen efici\u00e8ncia que… Read more »<\/a><\/p>\n","protected":false},"author":1,"featured_media":33809,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2145],"tags":[],"class_list":["post-33808","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contact-center-intelligent"],"acf":[],"yoast_head":"\nPer qu\u00e8 integrar un contact center amb Intel\u00b7lig\u00e8ncia Artificial i CRM? - 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\/ca\/blog\/per-que-integrar-un-contact-center-amb-intel\u00b7ligencia-artificial-i-crm\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Per qu\u00e8 integrar un contact center amb Intel\u00b7lig\u00e8ncia Artificial i CRM? - Enreach ES\" \/>\n<meta property=\"og:description\" content=\"A mesura que el panorama de vendes B2B (Business-to-Business) ha evolucionat, ofereix l\u2019oportunitat d\u2019aprofitar el valor de la Intel\u00b7lig\u00e8ncia Artificial (IA) als contact center. 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