Graças à ampla adoção de dispositivos conectados como smartphones, tablets e consoles de jogos os consumidores de todas as idades agora têm uma característica em comum: a liberdade de escolha.
Eles trocam com facilidade a navegação entre plataformas e dispositivos, adequando as experiências para atender suas necessidades. Uma pesquisa feita pela Innerscope Research descobriu que eles não têm tempo a perder, buscando facilidade, flexibilidade e rapidez no relacionamento com as marcas.
Este perfil de cliente aumenta a pressão para que seja oferecido, pelas centrais de atendimento, um serviço que não seja apenas simples, mas também mais eficaz e pessoal.
Para validar as preferências do consumidor a Nuance Communications realizou uma pesquisa com 900 proprietários de smartphones. Quase metade (45%) dos consumidores entrevistados disseram que gostam de usar os aplicativos porque são convenientes. Outros 40% gostam da sua natureza sempre ativa e do fato de que eles estão sempre disponíveis.
Outro estudo conduzido pela Nuance Communications constatou que 67% dos consumidores preferem o autoatendimento. E se a experiência for positiva, a maioria dos participantes disse que isso desencadeia uma perspectiva de que a empresa com a qual eles estão negociando é focada no cliente e inovadora.
Os dados mostrados são claros, preocupantes e levam a uma reflexão importante: como é possível então melhorar a performance das centrais de atendimento?
A resposta está na utilização de tecnologias disruptivas como robôs cognitivos. Eles permitem construir uma experiência nas centrais de atendimento que seja pró-ativa e pessoal.
Uma inovação impossível de ser ignorada é o WhatsApp. Presente em praticamente quase todos os smartphones brasileiros, o aplicativo tem sido cada vez mais aplicado como uma ferramenta corporativa.
É muito cômodo para o consumidor usá-lo, basta adicionar o número aos contatos e iniciar a conversa. Mas a central de atendimento precisa estar preparada para responder.
Um robô cognitivo, dotado de inteligência artificial, consegue perceber e compreender as necessidades dos clientes. Eles são capazes de responder e atender da melhor forma possível também pela aplicação de tecnologias como machine learning e big data.
Podem ser usados no WhatsApp para tirar dúvidas rápidas, atender à solicitações, fazer pesquisa de satisfação ou mesmo realizar cobranças. E, se caso ele sozinho não conseguir resolver a questão do cliente é possível direcionar o atendimento para humanos.
Já o e-mail, ferramenta tão comum no dia a dia das pessoas, também pode se revelar um excelente aliado. Ao também utilizar machine learning em um robô cognitivo no atendimento por e-mail é possível responder às milhares de mensagens com dúvidas, reclamações ou pedidos que chegam diariamente.
As mensagens, mesmo sendo automáticas, são únicas no sentido de procurarem a melhor solução para o questionamento de cada cliente. E isso é possível pois o robô cognitivo é exaustivamente treinado e melhora a qualidade do atendimento a cada resposta.
Ficou no passado dedicar diversas pessoas para cuidar do atendimento por e-mail. Estes profissionais podem ser deslocados para atuarem em posições mais estratégicas e a empresa diminui drasticamente o tempo do envio da resposta.
O desejo maior do consumidor é resolver dúvidas e problemas sozinho, acionando um atendente humano apenas quando realmente for necessário. As atenções e investimentos precisam estar focados em ferramentas que sejam simples e naturais para ele.
Você já havia pensado em usar a tecnologia desta maneira para melhorar a performance da sua central de atendimento? Caso não, tome providências com urgência!
Os dados mostram o caminho. Você deve oferecer aos clientes opções e opções que estejam em sintonia com seus estilos de vida e estágios de vida e criados para fornecer o atendimento ao cliente rápido, pessoal e conveniente que eles realmente apreciam.
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