Transformação digital

A importância da transformação digital na realidade dos contact centers

Há pouco mais de 10 anos a adoção de smartphones se iniciava, as mídias sociais eram voltadas praticamente apenas para o uso pessoal e a grande maioria das pessoas só usava o telefone para entrar em contato com um call center.

Hoje a transformação digital está a pleno vapor e as novas tecnologias ocupam todos os setores da vida do consumidor.

Automação é palavra de ordem no mundo corporativo. E os contact centers não podem ficar de fora. Utilizar apenas sistemas de autoatendimento como URAs (Unidade de Resposta Audível) e IVRs (Interactive Voice Response) não bastam mais.

É preciso ir além, investindo em tecnologias de back-end que melhorem a produtividade do agente, reduzindo o tempo necessário para resolver problemas comuns e simples. Uma garantia também de menores custos operacionais associados a maior eficiência.

A matemática é simples e o raciocínio em cadeia. A transformação digital automatiza processos, facilitando e fazendo com que o agente trabalhe de maneira melhor e mais estratégica.

O colaborador se sente valorizado, se empenhando em cada atendimento e diminuindo o turnover. Um cliente que é bem atendido e tem seus problemas resolvidos no primeiro chamado, com o mínimo de transferências, fica satisfeito, encantado e não pensa em mudar de marca.

A transformação digital também traz uma mudança de comportamento do consumidor. Um relatório feito pela Dimension Data apurou que, para 42% dos entrevistados, há um declínio nos serviços de atendimento ao cliente baseados em voz em comparação a um aumento de 87% em contratos de atendimento sem voz.

Os millennials, por exemplo, consideram a conversa baseada em telefone como um último recurso e adotam com naturalidade os contatos digitais. Para a indústria de contact center, a mensagem é clara: ou se incorpora os meios digitais como ferramentas de atendimento ou  o risco é a extinção.

Mídias sociais, bate-papos ao vivo, mensagens de texto, e-mails e canais de autoatendimento estão mudando o trabalho dos agentes do call center. Conheça como algumas novas tecnologias têm sua responsabilidade:

O Big Data é uma parte essencial para manter os clientes felizes ao antecipar suas necessidades. A partir da análise dos grandes volumes de dados (big data) concentrados pelas centrais de atendimento como o histórico de atendimento, pesquisas ou sistemas de faturamento é possível para criar insights que anteciparão o que cada cliente precisa, personalizando as ofertas.

Já a Inteligência Artificial (IA), ao contrário do que muitos pensam, não vai tirar o lugar dos humanos, mas sim fazer com que o seu trabalho seja melhor e mais eficiente. E ela pode ser utilizada de diversas maneiras, principalmente em união ao Machine Learning (aprendizado de máquina).

Ao serem bem programados chatbots são capazes de ler, interpretar, responder e interagir com um humano. Resolvem dúvidas simples dos usuários, enviam segunda via de um boleto, fazem cotações de produtos e serviços, entre outras funções. Podem ser integrados à plataformas como Skype, Facebook e WhatsApp.

Os robôs cognitivos também podem ser utilizados para automatizar as respostas de e-mail. Por serem treinados e aprenderem com os conteúdos que enviam, a qualidade das mensagens é capaz de liberar operadores para atuarem em outras funções.

A explosão dos serviços digitais significa também que as organizações precisam entender toda a jornada do cliente e não apenas otimizar os pontos de contato individualmente.

Construir serviços cross-channel unificados e ativos proporcionará experiências diferenciadas, que impulsionam a lealdade e repetem as vendas. Os clientes exigem suporte 24/7/365 e esperam isso a qualquer hora, em qualquer lugar e em qualquer dispositivo. Como está o processo de transformação digital no seu contact center? Não há mais um segundo sequer a ser perdido!


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