Vócex¿Por qué el servicio de atención al cliente es más importante de lo que usted piensa?

9 febrero, 201624
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Para captar clientes es básico diferenciarse de la competencia. Pero ¿qué podemos hacer mejor que nuestros competidores? ¿Ofrecer precios más bajos? ¿Más calidad? ¿Mejor servicio de atención al cliente? Esta última pregunta es, sin duda alguna, una de las que debe plantearse toda aquella empresa que aspire a destacar.

Según un estudio de Gatner, una de las consultoras de tecnologías de la información líder en el mundo, el porcentaje de directores de Marketing que considera vital este aspecto a la hora de ganar un nuevo cliente ha pasado en los últimos cuatro años del 36 al 89%. Otro informe señala que, en 2020, la experiencia de compra y postventa del cliente superará, como aspecto diferenciador de la marca, al precio y al producto en sí mismo.

No en vano, de acuerdo a otro estudio de Forrester Consulting, las organizaciones que ofrecen un mejor servicio antes, durante y tras la compra tienen más clientes dispuestos a realizar una segunda compra con ellos. Por el contrario, el 89% de quienes han tenido una mala experiencia aseguran que, a partir de entonces, comprarán siempre a la competencia.

Ante este panorama, las empresas están empezando a incrementar las partidas que destinan a sus respectivos departamentos de atención al cliente y, en consecuencia, a sus call centers o centros de llamadas, sean estos propios o externos.

Sin embargo, no basta con gastar más en este apartado para satisfacer a los consumidores finales sino que también hay que acertar eligiendo la tecnología que producirá una mejor experiencia de compra para el cliente y a un menor coste. Por eso, muchos proveedores están ya compitiendo por posicionarse en el mercado con las tecnologías más innovadoras y efectivas del momento: análisis de discurso, gamificación, colas virtuales, asistentes inteligentes, monitorización de medios sociales o biometrías de voz.

Todo ello, con el fin de ganar nuevos clientes y retener a los que ya lo son, cada vez más exigentes y deseosos de un trato personalizado. Esa es una de las razones por las que aún hoy, y pese al proceso continuo de cambios tecnológicos experimentado por la sociedad, la atención telefónica individualizada sigue siendo la reina para fidelizar a los clientes. Cuanto más mimos personalizados, más ventas.

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