{"id":33903,"date":"2020-10-15T09:29:30","date_gmt":"2020-10-15T07:29:30","guid":{"rendered":"https:\/\/enreach.es\/blog\/com-dissenyar-un-programa-dexperiencia-del-client-omnicanal\/"},"modified":"2022-06-23T13:52:04","modified_gmt":"2022-06-23T13:52:04","slug":"com-dissenyar-un-programa-dexperiencia-del-client-omnicanal","status":"publish","type":"post","link":"https:\/\/enreach.es\/ca\/blog\/com-dissenyar-un-programa-dexperiencia-del-client-omnicanal\/","title":{"rendered":"Com dissenyar un programa d\u2019experi\u00e8ncia del client omnicanal"},"content":{"rendered":"<p>En l\u2019experi\u00e8ncia del client, els l\u00edders s\u2019enfronten al repte de satisfer les creixents expectatives de l\u2019usuari, que actualment evolucionen m\u00e9s r\u00e0pid. Un bon programa de CX omnicanal ofereix als clients la possibilitat de saltar d\u2019un canal a un altre en funci\u00f3 de les seves prefer\u00e8ncies i s\u2019integra en una experi\u00e8ncia unificada on els agents poden gestionar tots els canals.<\/p>\n<h5><strong>Qu\u00e8 \u00e9s una experi\u00e8ncia digital omnicanal?<\/strong><\/h5>\n<p>Quan l\u2019experi\u00e8ncia omnicanal es va fer popular per primer cop, el significat de l\u2019<strong>omnicanalitat<\/strong> era: una experi\u00e8ncia de canal creuada perfecta pel client. En termes de canals digitals d\u2019experi\u00e8ncia del client, va incloure principalment el xat i el correu electr\u00f2nic. Per\u00f2 la propera generaci\u00f3 de canals digitals engloba molt m\u00e9s, incloent una <a href=\"https:\/\/www.masvoz.cat\/cada-comunicacio-importa\"><strong>experi\u00e8ncia de combinaci\u00f3 de canals<\/strong><\/a> a trav\u00e9s de SMS, xarxes socials, WhatsApp, xat en viu, correu electr\u00f2nic i qualsevol nova app o canal social que es torni popular.<\/p>\n<p>Mantenir-se al dia amb un m\u00f3n digital que canvia tan r\u00e0pidament vol dir que dissenyar una experi\u00e8ncia del client omnicanal no sempre \u00e9s suficient. Per abordar els obstacles de la CX d\u2019avui i preparar-los pel futur, \u00e9s important distingir i planificar el que es coneix com a omnicanalitat \u201cdigital-first\u201d.<\/p>\n<ul>\n<li><strong>Multicanalitat:<\/strong> en els call center multicanal, el client rep suport en m\u00e9s d\u2019un canal que tenen poca o cap interacci\u00f3 entre ells.<\/li>\n<li><strong>Omnicanalidad:<\/strong> el client rep assist\u00e8ncia en qualsevol canal amb una experi\u00e8ncia fluida d\u2019un canal a un altre. Es prioritza la veu i els canals digitals es limiten principalment al xat i al correu electr\u00f2nic), on alguns agents poden especialitzar-se en canals digitals.<\/li>\n<li><strong>Omnicanalidad \u201cdigital-first\u201d:<\/strong> el client rep suport en qualsevol canal amb una experi\u00e8ncia perfecta de canal a canal. Prioritza un espectre molt m\u00e9s ampli de canals digitals de propera generaci\u00f3 (correu electr\u00f2nic, xat en viu, missatgeria, aplicacions m\u00f2bils, monitoreig social) on tots els agents tenen flu\u00efdesa digital.<\/li>\n<\/ul>\n<p><strong>L\u2019omnicanalitat digital prioritza la CX als canals digitals i unifica l\u2019experi\u00e8ncia per a usuaris i agents<\/strong>.<\/p>\n<h5><strong>Com dissenyar un programa d\u2019experi\u00e8ncia del client omnicanal<\/strong><\/h5>\n<h5><strong>1) Coneixent les expectatives dels seus clients<\/strong><\/h5>\n<p>El primer pas cap a l\u2019\u00e8xit de l\u2019omnicanalitat digital \u00e9s tenir una comprensi\u00f3 integral del seu client, sabent: Qui s\u00f3n els seus clients?, \u00bfquins s\u00f3n els seus canals preferits? i quines s\u00f3n les seves expectatives?<\/p>\n<h5><strong>2) Mapejant el viatge del client (Customer Journey)<\/strong><\/h5>\n<p>Qu\u00e8 motiva a un usuari a enviar un missatge al servei d\u2019atenci\u00f3 al client? Aquesta interacci\u00f3 d\u2019assist\u00e8ncia pot ser la quarta o cinquena interacci\u00f3 que el client ha tingut amb una empresa, i \u00e9s probable que el seu sentiment no comenci de manera positiva. En conseq\u00fc\u00e8ncia, <strong>l\u2019experi\u00e8ncia completa del client no nom\u00e9s inclou la primera interacci\u00f3 amb un agent<\/strong>. Per comprendre com d\u00f3na suport a les necessitats dels seus clients des de l\u2019inici fins a la resoluci\u00f3, \u00e9s \u00fatil treballar en un exercici de mapeig del viatge del client.<\/p>\n<h5><strong>3) Avaluant l\u2019experi\u00e8ncia de l\u2019agent<\/strong><\/h5>\n<p>Si els agents perden temps canviant entre moltes pantalles i la informaci\u00f3 del client no est\u00e0 connectada, l\u2019usuari pot sentir-se frustrat a l\u2019hora de la resoluci\u00f3 de la seva consulta. \u00c9s una situaci\u00f3 d\u2019impot\u00e8ncia tant per a l\u2019agent com pel client, el que resulta en una disminuci\u00f3 evitable de KPIs. <strong>L\u2019omnicanalitat digital no es tracta nom\u00e9s de garantir que l\u2019experi\u00e8ncia del client estigui unificada<\/strong>. Un component crucial de la CX omnicanal digital, que molts l\u00edders dels contact center passen per alt, \u00e9s l\u2019<strong>experi\u00e8ncia dels agents<\/strong>; qui necessiten capacitaci\u00f3, processos i eines per aconseguir oferir una excel\u00b7lent CX.<\/p>\n<h5><strong>4) Realitzant l\u2019an\u00e0lisi DAFO per desenvolupar la visi\u00f3 CX<\/strong><\/h5>\n<p>Un cop realitzat el treball preliminar per determinar les expectatives dels clients, el customer journey i l\u2019experi\u00e8ncia de l\u2019agent, ja es pot dissenyar la visi\u00f3 CX de l\u2019empresa.<\/p>\n<p>Per establir prioritats, pot resultar \u00fatil resumir els descobriments en una an\u00e0lisi DAFO r\u00e0pida:<\/p>\n<ul>\n<li><strong>Fortaleses: <\/strong>Qu\u00e8 s\u2019est\u00e0 fent b\u00e9? Aquests factors s\u00f3n els que es poden mantenir, construir o aprofitar al pla d\u2019acci\u00f3.<\/li>\n<li><strong>Debilitats:<\/strong> Qu\u00e8 s\u2019est\u00e0 fent malament? El pla d\u2019acci\u00f3 ha d\u2019incloure com posar remei a aquests punts d\u00e8bils.<\/li>\n<li><strong>Oportunitats:<\/strong> Qu\u00e8 es podria fer per treure m\u00e9s profit de l\u2019experi\u00e8ncia del client?<\/li>\n<li><strong>Amenaces:<\/strong> Quins s\u00f3n els possibles obstacles pel futur?<\/li>\n<\/ul>\n<h5><strong>Per tant, el pla d\u2019acci\u00f3 hauria d\u2019abordar:<\/strong><\/h5>\n<ul>\n<li><strong>Requisits de canal:<\/strong> incl\u00f2s el que necessita avui, el que podria necessitar en el futur i el que succeeix quan necessita afegir canals.<\/li>\n<li><strong>Integraci\u00f3 de tecnologia:<\/strong> com s\u2019unificaran aquests canals pel client i els agents (per exemple, enrutament autom\u00e0tic a l\u2019agent correcte en el canal preferit del client, una interf\u00edcie unificada pels agents i visibilitat de totes les dades del client).<\/li>\n<li><strong>Implementaci\u00f3:<\/strong> com incorporar\u00e0 el programa operativament: contractaci\u00f3 interna d\u2019agents i gerents, capacitaci\u00f3 i t\u00e0ctiques de participaci\u00f3.<\/li>\n<li><strong>M\u00e8triques de rendiment: <\/strong>quins KPIs (Key Performance Indicators) s\u2019utilitzaran per mesurar l\u2019\u00e8xit omnicanal, com es mesuraran i l\u2019elaboraci\u00f3 d\u2019un pla per a la millora cont\u00ednua.<\/li>\n<\/ul>\n<h5><strong>Per qu\u00e8 \u00e9s important aconseguir una experi\u00e8ncia de client omnicanal correcta<\/strong><\/h5>\n<p>L\u2019omnicanalitat digital \u00e9s el futur i una gran oportunitat per diferenciar la seva oferta de la dels seus competidors:<\/p>\n<ul>\n<li>El 91% dels consumidors esperen una experi\u00e8ncia perfecta.<\/li>\n<li>Nom\u00e9s el 24% de les empreses s\u2019atorguen una qualificaci\u00f3 excel\u00b7lent per la seva capacitat per admetre l\u2019intercanvi de canals sense interrupcions.<\/li>\n<\/ul>\n<p>Per aix\u00f2, les empreses han de planificar correctament un programa d\u2019experi\u00e8ncia del client omnicanal.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En l\u2019experi\u00e8ncia del client, els l\u00edders s\u2019enfronten al repte de satisfer les creixents expectatives de l\u2019usuari, que actualment evolucionen m\u00e9s r\u00e0pid. Un bon programa de CX omnicanal ofereix als clients la possibilitat de saltar d\u2019un canal a un altre en funci\u00f3 de les seves prefer\u00e8ncies i s\u2019integra en una experi\u00e8ncia unificada on els agents poden&#8230;  <a class=\"excerpt-read-more\" href=\"https:\/\/enreach.es\/ca\/blog\/com-dissenyar-un-programa-dexperiencia-del-client-omnicanal\/\" title=\"Read Com dissenyar un programa d\u2019experi\u00e8ncia del client omnicanal\">Read more &raquo;<\/a><\/p>\n","protected":false},"author":1,"featured_media":29247,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2145],"tags":[],"class_list":["post-33903","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>Com dissenyar un programa d\u2019experi\u00e8ncia del client omnicanal - 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\/como-disenar-un-programa-de-experiencia-del-cliente-omnicanal\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Com dissenyar un programa d\u2019experi\u00e8ncia del client omnicanal - Enreach ES\" \/>\n<meta property=\"og:description\" content=\"En l\u2019experi\u00e8ncia del client, els l\u00edders s\u2019enfronten al repte de satisfer les creixents expectatives de l\u2019usuari, que actualment evolucionen m\u00e9s r\u00e0pid. 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