Gianfranco Di Girolamo, cofundador y CEO de Soutec Venezuela.
El integrador de soluciones Soutec y el proveedor de herramientas para la gestión de experiencias de cara al cliente, Genesys, presentaron este martes Genesys Cloud CX, una plataforma de orquestación de experiencias impulsada por inteligencia artificial (AI), a través de los diferentes canales de contacto con los clientes como e-mail, mensajería, voz, texto y redes sociales.
La presentación de Genesys Cloud CX estuvo a cargo de Gianfranco Di Girolamo, cofundador y CEO de Soutec y José Reyes, Senior Solution Consultant de Genesys para el norte de Latinoamérica. Di Girolamo comenzó por destacar las ventajas de la omnicanalidad versus la multicanalidad en la atención al cliente.
Mientras que el enfoque multicanal ha estado presente por años, para dar la oportunidad a los clientes de acceder al canal de su preferencia, no hay integración entre los diversos puntos de contacto. Cuando el cliente es transferido a diversas instancias dentro de la empresa, dice Di Girolamo, éstas no tienen acceso a toda la información sobre este, lo que resulta en una experiencia frustrante.
En el enfoque de la omnicanalidad, en cambio, se emplea una estrategia que asegura que los diferentes canales de venta y comunicación estén integrados. Cada agente tiene acceso a la misma información, lo que permite ofrecer una experiencia unificada y consistente, afirma el CEO de Soutec.
Di Girolamo enfatiza que una experiencia satisfactoria para el cliente produce emociones que generan un recuerdo en el cliente, el cual condiciona las decisiones futuras respecto a la marca, tanto en la fidelidad respecto al producto o servicio, como en la adquisición de nuevos productos.
Hay un contraste entre el interés de la alta gerencia de las empresas por mejorar las experiencias de sus clientes y la preparación de esas organizaciónes para diseñar e implementar las estrategias adecuadas para tal fin, dice Di Girolamo. «Mientras que el 80% de los principales líderes empresariales están enfocados en mejorar la experiencia de sus clientes, el 85% de las empresas no tienen enfoque para determinar ni crear una experiencia de cliente diferenciada», señaló el gerente, refiriéndose a un estudio de Forrester.
Tras la experiencia personalizada
Por su parte, José Reyes, Senior Solution Consultant de Genesys, señaló que las expectativas de los clientes respecto a la experiencia de contacto con las marcas ha cambiado. Por ejemplo, ya los clientes aprecian menos los canales de voz, todavía usados ampliamente, que otras alternativas digitales. También, las experiencias personalizadas son hoy más favorecidas por los clientes que las experiencias genéricas. Como ejemplo contrasta la exposición del cliente a un bot de texto como muy pobre, frente a un diálogo impulsado por inteligencia artificial, que entabla una conversación empática con el cliente.
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| José Reyes, Senior Solution Consultant de Genesys. |
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