La tecnología está para hacer la vida más fácil a los consumidores, o al menos ese es el planteamiento en el origen del empleo de estas herramientas por las empresas en su relación con el cliente. Sin embargo, cuando no están correctamente gestionadas pueden ser un arma de doble filo: prestar un mal servicio es igual de malo de que no tenerlo. Y parece que, en general, la percepción de los consumidores de sus experiencias digitales, no es demasiado positiva.
Esto se extrae de una encuesta realizada por la consultora Gartner, en la que han investigado la reacción de los usuarios a varios casos de uso habituales entre 11 industrias, como hacer un pedido online, consultar temas administrativos o realizar operaciones con el banco. Para el informe se analizó el nivel de confianza de los clientes, la simplicidad en el manejo y los beneficios recibidos a cambio, como el ahorro de tiempo o dinero.
Los resultados son un toque de atención para los responsables de la gestión de estas aplicaciones, en palabras de Brad Holmes, vicepresidente en Gartner. “Dado que gran parte de las experiencias digitales de la industria no se desempeñan muy bien a ojos de los consumidores, este es un toque de atención para todos los CIO. Deben evaluar el índice de cerca y priorizar inversiones en TI próximas a esta brecha crítica en engagement digital”. Para Holmes, este punto es uno de los que unen a CIO y CMO, que deben “trabajar juntos”, además de con la gente de atención al cliente, unidad de negocio y los encargados de producto. “Comprender y aplicar las mejores prácticas entre industrias, para reformular los productos digitales y las capacidades de servicio, es el camino correcto para progresar”.
La encuesta descubre que, en total, en las 11 industrias investigadas, al menos un 84% de los encuestados dicen no estar satisfechos con el uso de herramientas y servicios digitales, ya que han sido peores de lo que esperaban. Yendo por verticales, la banca se erige como la que mejor desempeño digital tiene, aunque apenas un 16% de los encuestados sitúan sus impresiones en la parte superior del cuadrante de Gartner, y un 26% las localiza en los dos cuartos inferiores. En la encuesta sobre usos digitales de servicios del gobierno, este último porcentaje sube al 49%.
Por edades, la franja que se corresponde con la generación millenial emplea más que otras tecnologías de este tipo, pero también son los menos satisfechos, con los índices más bajos de aprobación de las experiencias digitales en la mayoría de industrias.
En relación precisamente al tipo de industria, retail y banca se sitúan como las que tienen una experiencia de uso más sencilla, frente a la percepción de banca y seguros como los más complicados. La banca tiene también los mejores índices de confianza.
Fuente: http://www.ciospain.es
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