Gestionar la experiencia de cliente es general valor para la marca

By: José Francisco Rodríguez, President AEERC, Associate Professor ESADE

We must strive to increase the value generated by the customer experience, designing models of omnichannel relationship based on customer preferences.

Complying with traditional SLAs focused on improving operations and meeting the challenges of integrating digital channels is no longer enough as differentiating elements and catalysts for revenue.

In this context, it is necessary to work to improve how companies interact with their clients by designing a relationship model based on the appropriate combination of digital and analog channels for each customer profile and the development of a new operating model based on new needs and preferences. of the clients that guarantees the omnichannel reality, where the same customer experience is offered regardless of the contact channel and focusing the investments and the metrics on what is truly relevant and desired by the clients according to their feedback.

The channels, as the nerve center of the relationship with the client, need to adopt new practices centered on the client and do it at the vertiginous pace that marks the technological advances oriented to self-service and artificial intelligence.

Most companies are still not giving consumers the kind of service they want. In fact, most customers say that their biggest frustrations with companies are: not keeping their promises, improvable customer service, lack of personalization and coexistence between channels.

We have to promote various initiatives to help companies overcome the challenge of adapting their channels to this new paradigm that combines technological advances, an increasingly informed, demanding and social client and the need to offer differential experiences that link clients and make them promoters of our brand and among them I want to emphasize putting emphasis on the levers of improvement with a good diagnosis and always with the contribution of the Voice of the Client, and without losing sight of the constant need to evolve the sales services and customer service, not only from the technological point of view, but also processes, people management, etc.