{"id":43179,"date":"2023-06-29T07:00:40","date_gmt":"2023-06-29T05:00:40","guid":{"rendered":"https:\/\/enreach.es\/?p=43179"},"modified":"2023-10-20T15:18:16","modified_gmt":"2023-10-20T13:18:16","slug":"quin-es-el-paper-de-la-ia-generativa-en-la-modernitzacio-de-lexperiencia-del-client","status":"publish","type":"post","link":"https:\/\/enreach.es\/ca\/blog\/quin-es-el-paper-de-la-ia-generativa-en-la-modernitzacio-de-lexperiencia-del-client\/","title":{"rendered":"Quin \u00e9s el paper de la IA generativa en la modernitzaci\u00f3 de l\u2019experi\u00e8ncia del client?"},"content":{"rendered":"<p style=\"text-align: justify;\">La Intel\u00b7lig\u00e8ncia Artificial (IA) est\u00e0 revolucionant molts aspectes de les operacions comercials, particularment en el servei al client. L\u2019\u00fas de bots per gestionar tasques d\u2019alta freq\u00fc\u00e8ncia i baixa complexitat est\u00e0 ben establert.<\/p>\n<p style=\"text-align: justify;\"><strong>La majoria de les interaccions amb els clients avui en dia comencen digitalment, amb <\/strong><span style=\"text-decoration: underline;\"><span style=\"color: #7a17f8;\"><a style=\"color: #7a17f8;\" href=\"https:\/\/enreach.es\/software-call-contact-center\/cloud-omnichannel\/inteligencia-artificial\/\"><strong>bots impulsats per IA<\/strong><\/a><\/span><\/span><strong> o assistents virtuals intel\u00b7ligents (IVA, per les seves sigles en angl\u00e8s), que representen prop del 85% d\u2019aquestes interaccions, segons ZK Research<\/strong>. Amb l\u2019arribada de la IA generativa, els bots poden gestionar transaccions encara m\u00e9s complexes.<strong>\u00a0<\/strong><\/p>\n<p style=\"text-align: justify;\">Malgrat aquests aven\u00e7os, hi ha situacions en les quals la IA generativa es queda curta, especialment quan els clients no poden resoldre les seves consultes de manera efectiva. <strong>Aix\u00f2 subratlla la import\u00e0ncia de la participaci\u00f3 humana en el servei al client, especialment quan s\u2019aborden assumptes complicats i es resolen problemes<\/strong>.<\/p>\n<h2 style=\"text-align: left;\"><strong><span style=\"color: #ac96ff;\">L\u2019IMPACTE DE LA IA<\/span> EN L\u2019EXPERI\u00c8NCIA DEL CLIENT<\/strong><\/h2>\n<p style=\"text-align: justify;\">L\u2019experi\u00e8ncia del client \u00e9s ara el principal diferenciador de la marca, per sobre d\u2019altres factors com el preu i la qualitat del producte. Dos ter\u00e7os dels millennials han canviat la seva lleialtat a la marca degut a una \u00fanica mala experi\u00e8ncia, segons dades de ZK Research. <strong>Actualment, el 90% de les empreses competeixen en funci\u00f3 del CX, un augment significatiu respecte al 28% de fa cinc anys<\/strong>. <strong>Una prioritat principal per a les organitzacions amb iniciatives de transformaci\u00f3 digital \u00e9s millorar l\u2019experi\u00e8ncia del client<\/strong>.<\/p>\n<p style=\"text-align: justify;\">En breu, \u00e9s probable que la IA influeixi en la majoria de les interaccions de l\u2019empresa o del client. <strong>El 78% de les organitzacions tenen previst invertir en IA per millorar l\u2019experi\u00e8ncia del client<\/strong>. Les empreses que ofereixen una experi\u00e8ncia superior continuen sent patrocinades pels clients, que es mantenen fidels a la marca. D\u2019altra banda, aquelles que no brinden una bona experi\u00e8ncia lluiten per mantenir als clients.<\/p>\n<p style=\"text-align: justify;\">La IA generativa facilita la personalitzaci\u00f3 r\u00e0pida de les interaccions amb els clients gr\u00e0cies a la seva capacitat per analitzar grans quantitats de dades. <strong>Les eines de processament de llenguatge natural (PNL, per les seves sigles en angl\u00e8s) impulsades per IA generativa, com XatGPT d\u2019OpenAI, estan democratitzant la IA m\u00e9s enll\u00e0 de l\u2019\u00e0mbit de les empreses especialitzades<\/strong>. Aquestes eines s\u2019han tornat disponibles per a tots.<\/p>\n<h2 style=\"text-align: left;\"><strong>MODELS LING\u00dc\u00cdSTICS I EVOLUCI\u00d3 DELS <span style=\"color: #ac96ff;\">ASSISTENTS VIRTUALS INTEL\u00b7LIGENTS<\/span><\/strong><\/h2>\n<p style=\"text-align: justify;\">Els assistents virtuals intelligents (IVA) han tingut una recepci\u00f3 mixta, que va des de l\u2019escepticisme fins a la total aversi\u00f3, principalment degut a la seva intel3lig\u00e8ncia limitada sense IA. <strong>Un IVA \u00e9s una altra forma de resposta de veu interactiva (IVR), que ha estat m\u00e9s frustrant que \u00fatil pels usuaris, malgrat el seu paper en el servei al client<\/strong>. Un dels principals problemes ha estat la manca d\u2019integraci\u00f3 entre els sistemes, on els agents no recollien l\u2019entrada d\u2019informaci\u00f3 en un IVR. El mateix va passar amb els IVA.<\/p>\n<p style=\"text-align: justify;\"><strong>Amb la implementaci\u00f3 de grans models ling\u00fc\u00edstics, els IVA s\u2019han tornat m\u00e9s conversacionals<\/strong>. <strong>En lloc d\u2019usar frases espec\u00edfiques, els usuaris ara poden comunicar-se usant el llenguatge natural<\/strong>. Alguns IVA han millorat fins el punt en qu\u00e8 es prefereixen als agents humans en certs escenaris degut a la seva velocitat i abs\u00e8ncia de temps d\u2019espera.<\/p>\n<p style=\"text-align: justify;\"><strong>L\u2019aplicaci\u00f3 d\u2019IA als IVA els ha fet m\u00e9s intel\u00b7ligents, m\u00e9s precisos i m\u00e9s capa\u00e7os, el que ha portat a una experi\u00e8ncia del client significativament millorada<\/strong>. Les persones poden parlar amb la seva pr\u00f2pia veu i fer-se entendre sense modelar el patr\u00f3 de veu segons les necessitats del software.<\/p>\n<h2 style=\"text-align: left;\"><strong><span style=\"color: #ac96ff;\">M\u00c8TRIQUES CANVIANTS<\/span> PEL RENDIMENT DEL CALL CENTER<\/strong><\/h2>\n<p style=\"text-align: justify;\">A l\u2019era de la IA, les m\u00e8triques de rendiment tradicionals, com el temps promig d\u2019atenci\u00f3 i la resoluci\u00f3 en la primera trucada, s\u2019estan tornant cada cop m\u00e9s irrellevants. <strong>La Intel\u00b7lig\u00e8ncia Artificial i els sistemes d\u2019enrutament avan\u00e7ats han perm\u00e8s que els contact center gestionin transaccions complexes<\/strong> <strong>com el processament d\u2019hipoteques en una sola trucada, millorant la satisfacci\u00f3 del client i la generaci\u00f3 potencial d\u2019ingressos<\/strong>.<\/p>\n<p style=\"text-align: justify;\">A m\u00e9s, el <em>customer journey<\/em> \u00e9s ara un enfocament clau pels call center. <strong>La nova m\u00e8trica de rendiment garanteix que els clients que necessiten intervenci\u00f3 humana arribin a un agent r\u00e0pidament, mentre que d\u2019altres reben un servei eficient a trav\u00e9s d\u2019IA<\/strong>. Aix\u00f2 representa un canvi significatiu d\u2019interaccions d\u2019alta freq\u00fc\u00e8ncia i baixa complexitat a interaccions de qualitat i alt comprom\u00eds.<\/p>\n<h2 style=\"text-align: left;\"><strong>L\u2019ENFOCAMENT ESTRAT\u00c8GIC PER A <span style=\"color: #ac96ff;\">L\u2019ADOPCI\u00d3 D\u2019IA<\/span><\/strong><\/h2>\n<p style=\"text-align: justify;\">Les empreses que busquen adoptar IA han d\u2019establir un enfocament estrat\u00e8gic que impliqui identificar els principals casos d\u2019\u00fas comercial. En termes de casos d\u2019\u00fas espec\u00edfics, com comprendre els matisos en les consultes dels clients, la IA gen\u00e8rica podria no ser suficient. <strong>Aqu\u00ed \u00e9s on entra la \u201cIA a mida\u201d, dissenyada i entrenada per gestionar consultes m\u00e9s complexes<\/strong>. Per tant, <strong>\u00e9s possible que les empreses hagin de crear models d\u2019IA utilitzant conjunts de dades \u00faniques que cobreixin necessitats espec\u00edfiques<\/strong>.<\/p>\n<p style=\"text-align: justify;\"><strong>La supervisi\u00f3 humana continua sent essencial en l\u2019aplicaci\u00f3 de la Intel\u00b7lig\u00e8ncia Artificial, especialment en aplicacions cr\u00edtiques com l\u2019atenci\u00f3 m\u00e8dica i les finances<\/strong>. Totes les empreses han de tenir pol\u00edtiques per implementar tecnologies, com XatGPT, de manera efectiva i \u00e8tica.<\/p>\n<p style=\"text-align: justify;\">Les empreses haurien de preguntar als seus prove\u00efdors com pretenen integrar la IA i avaluar els seves pr\u00f2pies dades per determinar si estan preparats per aprofitar-la. <strong>Malgrat estar en les primeres etapes, hi haur\u00e0 moltes oportunitats i reptes nous per endavant, a mesura que avancem cap a un futur emocionant amb la Intel\u00b7lig\u00e8ncia Artificial a l\u2019avantguarda<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La Intel\u00b7lig\u00e8ncia Artificial (IA) est\u00e0 revolucionant molts aspectes de les operacions comercials, particularment en el servei al client. L\u2019\u00fas de bots per gestionar tasques d\u2019alta freq\u00fc\u00e8ncia i baixa complexitat est\u00e0 ben establert. La majoria de les interaccions amb els clients avui en dia comencen digitalment, amb bots impulsats per IA o assistents virtuals intel\u00b7ligents (IVA,&#8230;  <a class=\"excerpt-read-more\" href=\"https:\/\/enreach.es\/ca\/blog\/quin-es-el-paper-de-la-ia-generativa-en-la-modernitzacio-de-lexperiencia-del-client\/\" title=\"Read Quin \u00e9s el paper de la IA generativa en la modernitzaci\u00f3 de l\u2019experi\u00e8ncia del client?\">Read more &raquo;<\/a><\/p>\n","protected":false},"author":7,"featured_media":44744,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2144],"tags":[3764,3780,4494,3289,3202,3106,4054,4818,3290,3376,4055,3201,3420,4817],"class_list":["post-43179","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicacions-al-nuvol","tag-analisi-de-dades","tag-bots-ca","tag-chatgpt-ca","tag-customer-journey","tag-cx-ca","tag-ia-ca","tag-interaccions-amb-els-clients","tag-iva-ca","tag-ivr","tag-personalitzacio","tag-pnl","tag-servei-al-client","tag-transformacio-digital","tag-xatgpt"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Quin \u00e9s el paper de la IA generativa en la modernitzaci\u00f3 de l\u2019experi\u00e8ncia del client? 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