{"id":34328,"date":"2022-04-12T08:45:23","date_gmt":"2022-04-12T06:45:23","guid":{"rendered":"https:\/\/enreach.es\/blog\/com-usar-les-dades-de-manera-efectiva-als-call-center\/"},"modified":"2022-06-23T13:52:58","modified_gmt":"2022-06-23T13:52:58","slug":"com-usar-les-dades-de-manera-efectiva-als-call-center","status":"publish","type":"post","link":"https:\/\/enreach.es\/ca\/blog\/com-usar-les-dades-de-manera-efectiva-als-call-center\/","title":{"rendered":"Com usar les dades de manera efectiva als call center?"},"content":{"rendered":"<p>Els l\u00edders de l\u2019experi\u00e8ncia del client (CX) del call center afirmen que adaptar-se a les necessitats del client \u00e9s l\u2019objectiu n\u00famero 1 que impulsa les seves activitats de transformaci\u00f3 digital, segons un informe recent d\u2019Aberdeen.<\/p>\n<p>Satisfer aquestes necessitats permet centrar-se en el client, creant una experi\u00e8ncia positiva i, en \u00faltima inst\u00e0ncia, una relaci\u00f3 lleial i duradora. Per\u00f2 <strong>moltes organitzacions no assoleixen els seus objectius de transformaci\u00f3 digital, i la ra\u00f3 principal, segons l\u2019informe d\u2019Aberdeen, \u00e9s la manca de dades<\/strong>.<\/p>\n<p>Si b\u00e9 <strong>les empreses recopilen una gran quantitat de dades dels usuaris a trav\u00e9s de diversos <\/strong><a href=\"https:\/\/www.masvoz.cat\/cloud-contact-center\/\"><strong>canals digitals<\/strong><\/a><strong>, inclosos xat, correu electr\u00f2nic, tel\u00e8fon i missatges de text, la gran majoria dels contact center<\/strong> (el 78% d\u2019ells, segons l\u2019enquesta CX Executive Agenda 2021 d\u2019Aberdeen) indica utilitzar les dades recopilades per millorar la productivitat dels empleats i prendre millors decisions comercials als contact center.<\/p>\n<h5><strong>Per qu\u00e8 les empreses han d\u2019utilitzar les dades recopilades?<\/strong><\/h5>\n<p>Si b\u00e9 gaireb\u00e9 una quarta part dels l\u00edders dels call center i el CX enquestats per Aberdeen van explicar que confien en dades i an\u00e0lisis per prendre decisions estrat\u00e8giques, diversos factors s\u2019interposen en la seva capacitat per utilitzar les dades que recopilen de manera efectiva.<\/p>\n<ul>\n<li>El 34% pensa que les dades s\u00f3n insuficients.<\/li>\n<li>El 33% creu que la qualitat de les dades no s\u2019ajusta al prop\u00f2sit i l\u2019execuci\u00f3 previstos.<\/li>\n<li>El 32% pensa que falten els recursos humans qualificats necessaris per administrar les dades.<\/li>\n<li>El 28% no t\u00e9 les tecnologies necess\u00e0ries per gestionar les dades.<\/li>\n<li>El 27% creu que les fonts de dades dificulten la creaci\u00f3 d\u2019una vista unificada d\u2019ells.<\/li>\n<\/ul>\n<p><strong>Segons l\u2019informe d\u2019Aberdeen<\/strong>, no totes les dades que les empreses tenen als seus sistemes s\u00f3n rellevants per a cada interacci\u00f3. A m\u00e9s, <strong>les dades que les organitzacions poden tenir als seus sistemes poden estar desactualitzats i no reflectir el comportament i les necessitats actuals dels clients<\/strong>.<\/p>\n<h5><strong>Com la Intel\u00b7lig\u00e8ncia Artificial (IA) est\u00e0 canviant la forma en qu\u00e8 els contact center usen les dades?<\/strong><\/h5>\n<p>En alguns casos, la manca d\u2019empleats amb habilitats t\u00e8cniques impedeix l\u2019\u00fas de dades per part dels call center. <strong>Els centres d\u2019atenci\u00f3 al client no nom\u00e9s necessiten posar als agents al dia amb les noves tecnologies, sin\u00f3 tamb\u00e9 equipar-los amb eines capaces d\u2019extreure informaci\u00f3 i an\u00e0lisis m\u00e9s r\u00e0pidament<\/strong>. Cada cop m\u00e9s, aquestes eines funcionen amb IA.<\/p>\n<p>Aberdeen defineix el rang de capacitats d\u2019Intel\u00b7lig\u00e8ncia Artificial al call center de la seg\u00fcent manera:<\/p>\n<ul>\n<li><strong>Intel\u00b7lig\u00e8ncia Artificial (IA):<\/strong> Capacitats de raonament i presa de decisions automatitzades basades en coneixements descoberts a trav\u00e9s d\u2019algoritmes d\u2019aprenentatge autom\u00e0tic.<\/li>\n<li><strong>Aprenentatge autom\u00e0tic (ML):<\/strong> Aplicacions tecnol\u00f2giques que aprenen per si mateixes mitjan\u00e7ant l\u2019an\u00e0lisi d\u2019un patr\u00f3 de dades hist\u00f2riques i recents.<\/li>\n<li><strong>Intel\u00b7lig\u00e8ncia prescriptiva:<\/strong> Eines utilitzades per analitzar dades hist\u00f2riques estructurades i no estructurades per fer prediccions i suggerir opcions de decisi\u00f3.<\/li>\n<li><strong>Anal\u00edtica predictiva:<\/strong> Eines per predir el comportament futur dels clients.<\/li>\n<li><strong>Automatitzaci\u00f3:<\/strong> Eines utilitzades per automatitzar l\u2019execuci\u00f3 de tasques com l\u2019enrutament de clients, la programaci\u00f3 d\u2019agents i el control de qualitat.<\/li>\n<\/ul>\n<h5><strong>Com la IA ajuda a assolir els objectius de l\u2019experi\u00e8ncia del client (CX)<\/strong><\/h5>\n<p>Aquestes eines d\u2019IA es poden usar per veure com les activitats espec\u00edfiques poden ajudar a abordar els problemes dels clients, ajudant a les organitzacions a crear un <strong><em>customer journey<\/em> personalitzat<\/strong>.<\/p>\n<p>Aix\u00ed mateix, les eines d\u2019an\u00e0lisi predictiu poden mostrar les activitats dels clients actuals que comparteixen caracter\u00edstiques similars i ajudar al contact center a anticipar millor com abordar les seves necessitats. De fet, <strong>els call center que empren capacitats d\u2019IA experimenten millores superiors en el rendiment del CX, segons l\u2019informe d\u2019Aberdeen, que inclouen:<\/strong><\/p>\n<ul>\n<li>Augment 3 cops rere any en les taxes de retenci\u00f3 de clients (10,5% front a 3,2% entre els usuaris del call center que no usen IA).<\/li>\n<li>Increment 5 cops major any rere any en las taxes de satisfacci\u00f3 del client (10,1% front a 2,9%).<\/li>\n<li>Augment 8 cops major any rere any en la millora del puntuaci\u00f3 de l\u2019esfor\u00e7 del client (8,8% vs. 1,1%).<\/li>\n<\/ul>\n<p>En conclusi\u00f3, <strong>les capacitats d\u2019IA poden ajudar als call center a traduir les dades recopilades, observar els comportaments dels agents i aprendre r\u00e0pidament si les interaccions tenen un impacte negatiu o positiu al CX general, el que porta a un millor avantatge competitiu en la transformaci\u00f3 digital<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Els l\u00edders de l\u2019experi\u00e8ncia del client (CX) del call center afirmen que adaptar-se a les necessitats del client \u00e9s l\u2019objectiu n\u00famero 1 que impulsa les seves activitats de transformaci\u00f3 digital, segons un informe recent d\u2019Aberdeen. Satisfer aquestes necessitats permet centrar-se en el client, creant una experi\u00e8ncia positiva i, en \u00faltima inst\u00e0ncia, una relaci\u00f3 lleial i&#8230;  <a class=\"excerpt-read-more\" href=\"https:\/\/enreach.es\/ca\/blog\/com-usar-les-dades-de-manera-efectiva-als-call-center\/\" title=\"Read Com usar les dades de manera efectiva als call center?\">Read more &raquo;<\/a><\/p>\n","protected":false},"author":1,"featured_media":34329,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2145],"tags":[],"class_list":["post-34328","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 usar les dades de manera efectiva als call center? - 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-usar-los-datos-de-manera-efectiva-en-los-call-center\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Com usar les dades de manera efectiva als call center? - Enreach ES\" \/>\n<meta property=\"og:description\" content=\"Els l\u00edders de l\u2019experi\u00e8ncia del client (CX) del call center afirmen que adaptar-se a les necessitats del client \u00e9s l\u2019objectiu n\u00famero 1 que impulsa les seves activitats de transformaci\u00f3 digital, segons un informe recent d\u2019Aberdeen. 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