Las nuevas tecnologías están impactando de forma contundente en la relación empresa-cliente, con la consecuente dependencia de la parte más comercial del área de sistemas e informática. Es por esto que, desde la posición de CIO, es necesario mantenerse al tanto de qué herramientas digitales tienen mayor influencia en la experiencia de cliente o CX. Gartner distingue cinco tecnologías emergentes que irán ganando peso hasta estar presentes en el 70% de las interacciones.
La inteligencia artificial es una de las que más profundamente están ganando presencia en este área. El aumento de datos de clientes hace que cada vez más organizaciones se vuelvan hacia las herramientas inteligentes, como el procesamiento del lenguaje natural o el machine learning, y la analítica para ayudar a extraer información válida de este conjunto y a optimizar el trabajo.
En relación a esto se vinculan los asistentes virtuales de clientes y chatbots, que ayudan a automatizar tareas de la organización y mejoran la experiencia de cliente, agilizando las interacciones. La clave aquí, para Gartner, es que estas herramientas se centren en tareas sencillas y objetivas, que los asistentes puedan abordar claramente.
Las múltiples posibilidades tecnológicas que se manejan actualmente a nivel de sociedad obligan a las empresas a mantener un fuerte compromiso de omnicanalidad, que permitan al o la cliente acceder a su oferta o realizar consultas a través de distintos medios y plataformas. Las organizaciones deben avanzar en la comprensión del uso de estos sistemas para optimizar y personalizar la experiencia que se les proporciona.
Gartner señala también como tendencia emergente clave la arquitectura de aplicaciones impulsadas por eventos en tiempo real. Esta herramienta, aplicable por ejemplo cuando una persona realiza un pedido, engloba el trabajo relacionado con la monitorización de distintas fuentes, como redes sociales, para mantenerse al tanto de los eventos que podrían derivar en oportunidades comerciales.
El IoT y todas las tecnologías vinculadas a este paradigma son también esenciales. La conectividad facilita el acceso a través de puntos de contacto adicionales, mientras que herramientas como la robótica comienzan a implicarse de forma significativa en la logística y transporte para optimizar la experiencia de cliente. La persona responsable de la TI debe identificar qué mecanismos pueden intervenir en todo el proceso, profundizar en su funcionamiento y ajustarlo para un mejor proceso.
Fuente: https://www.ciospain.es/
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