Es indudable que la tecnología está presente en todas las actividades económicas y las empresas e instituciones ya iniciaron el camino de lo analógico a lo digital: 78 % cuenta con un plan de transformación digital y la mitad de ellas ya lo está implementando1. Incluso en estos tiempos de pandemia por la Covid-19, el índice de digitalidad en la población alcanzó su máximo crecimiento. Se han digitalizado varias tareas y actividades cotidianas, por ejemplo: las compras en línea, el uso de la banca digital y del streaming se duplicaron en el último año. La internet de las cosas está más presente en nuestras vidas de lo que imaginamos, su uso en el hogar, así como en la empresa es cada vez mayor. Un dato interesante es que el 83 % de las empresas en el país tiene canales digitales de contacto y comunicación con sus clientes2, incluidas las redes sociales.
Hablar sobre inteligencia artificial, robótica, realidad virtual o ampliada -entre otros temas afines- no es cosa del futuro, ya están con nosotros y un tercio de la gran y mediana empresa declara aplicar algunas de estas tecnologías para fines comerciales, promocionales y de relacionamiento. De hecho, una tendencia entre las empresas de servicios es la habilitación del call y chat bots como plataformas de atención para los clientes, ello contribuye a la automatización de procesos, a una mayor productividad y por supuesto también al ahorro de costos.
En estos tiempos donde la relación con los clientes se sostiene mucho en el servicio y la experiencia, es clave que los canales de atención remedien los puntos de dolor del usuario y no los agrave. En este sentido, bien vale la pena preguntarnos si todos nuestros canales de contacto están “performando” adecuadamente para cumplir este objetivo. A veces, uno encuentra en redes sociales comentarios poco favorables hacia los bots, pero uno imagina que podrían no ser representativos del sentir popular.
Confrontamos esta percepción con una encuesta de Ipsos sobre la experiencia con los asistentes virtuales y los resultados sorprenden al descubrir que solo para una minoría de los que tuvieron interacción fue una situación cómoda (26 %)3. La mayoría no lo entiende y les genera frustración, principalmente para aquellos que tienen un reclamo a cuestas. Lo que quieren es hablarle a una persona, que lo escuche, tome nota y le solucione el problema. Debo agregar que para la mayoría de la población el tema es distante, poco se conoce y se comprende. Aquí hay una gran oportunidad de informar y educar.
Entonces ¿bots o no bots? La respuesta es Sí. No cabe duda de que la automatización es bienvenida, pero sin un correcto diagnóstico, así como una evaluación de su utilidad y usabilidad, no siempre tiene un impacto positivo para el usuario o cliente que hoy valora mucho más una experiencia agradable en su relación con la marca. Hagamos los ajustes necesarios en los asistentes virtuales para convertir un punto de dolor en un alivio para el cliente; y que, en la próxima medición de Ipsos sobre el tema, sean mayoría los usuarios contentos con estos puntos de contacto.
Fuentes:
(1)(2) IPSOS: Encuesta CADE Digital 2020.
(3) Ipsos: Internet 2020 y Banca Digital 2021
Fuente del blog: IPSOS Perú
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Соблюдение правил и контроль. Разрешение на строительство и монтаж – это метод ассигнования соблюдения законов и стандартов в стадии сооружения. Разрешение обеспечивает гарантии соблюдение норм и законов.
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В финальном исходе, разрешение на строительство является ключевым способом, обеспечивающим правовую основу, соблюдение безопасности и устойчивое развитие строительства. Оно более того представляет собой неотъемлемым этапом для всех, кто собирается заниматься строительством или модернизацией недвижимости, и присутствие помогает укреплению прав и интересов всех участников, принимающих участие в строительстве.
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