En los \u00faltimos a\u00f1os, muchos webinars, congresos o conversaciones con colegas del sector giran alrededor de una misma cuesti\u00f3n: el papel que la inteligencia artificial est\u00e1 empezando a desempe\u00f1ar en los procesos de atenci\u00f3n al cliente. En ocasiones incluso puede parecer que un contact center no podr\u00eda funcionar de forma \u00f3ptima sin estas herramientas. Y, sin embargo, durante d\u00e9cadas hemos gestionado millones de interacciones con buenos niveles de satisfacci\u00f3n sin depender de algoritmos. <\/p>\n\n\n\n
En estos entornos siempre escucho con inter\u00e9s y tomo nota, pero inevitablemente vuelvo a una idea que he comprobado muchas veces a lo largo de mi carrera:\u00a0<\/p>\n\n\n\n
\nla tecnolog\u00eda puede amplificar lo que hacemos bien, pero dif\u00edcilmente\u00a0sustituye a cuestiones vitales b\u00e1sicas como la comunicaci\u00f3n entre personas.\u00a0<\/p>\n<\/blockquote>\n\n\n\n
Es innegable que la inteligencia artificial aporta valor en muchos contextos, especialmente en tareas repetitivas, en la automatizaci\u00f3n de determinados procesos o en el an\u00e1lisis de grandes vol\u00famenes de datos. Bien utilizada, puede mejorar la eficiencia operativa y ayudar a los equipos a centrarse en tareas de mayor valor a\u00f1adido. <\/p>\n\n\n\n
Sin embargo, tambi\u00e9n existen situaciones en las que su impacto es m\u00e1s limitado. Pensemos en gestiones complejas, reclamaciones o momentos de tensi\u00f3n emocional. En estos casos el cliente no busca \u00fanicamente rapidez; busca que su problema se comprenda y se resuelva de forma eficaz. <\/p>\n\n\n\n
Un guion automatizado puede resolver consultas sencillas. Pero cuando alguien est\u00e1 preocupado o enfadado, lo que suele marcar la diferencia es la capacidad de una persona para interpretar la situaci\u00f3n, contextualizarla y adaptar la respuesta. <\/p>\n\n\n\n
En determinadas situaciones, denomin\u00e9moslas \u201cno est\u00e1ndar\u201d, el cliente puede encontrarse con bucles de respuestas autom\u00e1ticas, men\u00fas extensos o sistemas que no terminan de identificar correctamente su necesidad. En esos casos, lo habitual es que finalmente termine hablando con un agente, aunque con un nivel de frustraci\u00f3n mayor que al inicio de la interacci\u00f3n. <\/p>\n\n\n\n
Por eso suelo defender una postura que busca equilibrio: la inteligencia artificial puede ser muy \u00fatil para optimizar procesos internos, analizar informaci\u00f3n o apoyar al agente con datos en tiempo real, pero no necesariamente para sustituir el contacto humano en todos los puntos de la atenci\u00f3n. <\/p>\n\n\n\n
En mi experiencia, incluso la introducci\u00f3n de sistemas de filtrado inicial mediante bots puede generar cierta fricci\u00f3n en determinados perfiles de clientes. Cuando finalmente llega la interacci\u00f3n con el agente, este profesional no solo atiende la consulta, sino que muchas veces tiene que reconducir una experiencia previa que no ha terminado de resolver el problema. <\/p>\n\n\n\n
Despu\u00e9s de muchos a\u00f1os trabajando en este sector, en el que he tenido la oportunidad de ocupar distintas posiciones, desde teleoperador hasta posiciones de direcci\u00f3n, sigo llegando a una conclusi\u00f3n sencilla:\u00a0<\/p>\n\n\n\n
\nla tecnolog\u00eda puede ayudarnos mucho, pero la experiencia sigue siendo, en gran medida, una experiencia entre personas.\u00a0<\/p>\n<\/blockquote>\n\n\n\n
Desde que hablamos de CX, Customer Journey o Customer Perception, quiz\u00e1 a veces corremos el riesgo de alejarnos de una realidad bastante b\u00e1sica: la persona contacta con un servicio de atenci\u00f3n porque tiene un problema y espera que alguien se lo resuelva. <\/p>\n\n\n\n
Por eso, m\u00e1s all\u00e1 de la tecnolog\u00eda que incorporemos, quiz\u00e1 la pregunta clave siga siendo la misma:\u00a0<\/p>\n\n\n\n
\n\u00bfestamos ayudando realmente al cliente o simplemente optimizando nuestros procesos?\u00a0<\/p>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"
En los \u00faltimos a\u00f1os, muchos webinars, congresos o conversaciones con colegas del sector giran alrededor de una misma cuesti\u00f3n: el papel que la inteligencia artificial est\u00e1 empezando a desempe\u00f1ar en los procesos de atenci\u00f3n al cliente. En ocasiones incluso puede parecer que un contact center no podr\u00eda funcionar de forma \u00f3ptima sin estas herramientas. Y, sin embargo, durante […]<\/p>\n","protected":false},"author":2,"featured_media":12413,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[587,124],"tags":[],"class_list":["post-12412","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-alejandro-gonzalez-bedoya-es","category-customer-experience-es","entry","has-media"],"acf":[],"yoast_head":"\n
Excelencia en la experiencia\u00a0cliente: tecnolog\u00eda y personas\u00a0 | CXBlog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cxblog.com\/es\/excelencia-en-la-experiencia-cliente-tecnologia-y-personas\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Excelencia en la experiencia\u00a0cliente: tecnolog\u00eda y personas\u00a0\" \/>\n<meta property=\"og:description\" content=\"En los \u00faltimos a\u00f1os, muchos webinars, congresos o conversaciones con colegas del sector giran alrededor de una misma cuesti\u00f3n: el papel que la inteligencia artificial est\u00e1 empezando a desempe\u00f1ar en los procesos de atenci\u00f3n al cliente. En ocasiones incluso puede parecer que un contact center no podr\u00eda funcionar de forma \u00f3ptima sin estas herramientas. 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