If you need to order a taxi, do you call the site or do you prefer to do it for an app ? If you cancel your flight, do you complain on Twitter to solve your problem as soon as possible? Like you, your customers expect you to attend using technology.
And today, people want companies to know who they are, what they need and, even, to be able to request a service without the need to talk to someone. This is demonstrated by the study Can virtual experiences replace reality? of Oracle -company specializing in data management-, in which 35% of brands say that their customers prefer to buy or solve a problem without talking to the sales staff or the customer service team. The study also states that 78% of brands plan to use artificial intelligence (AI) to serve their customers in 2020.
It’s no longer fiction
When Uber responds to a complaint on Twitter, it starts with the user’s name and continues with phrases such as: “we recommend contacting …” or “it is very important that you report this to us …” Have you noticed? This is because it uses AI technology products focused on customer service, capable of responding to queries or recognizing patterns to make decisions.
In this regard, Daniel Hoe, Marketing Director of Salesforce in Latin America, emphasizes the importance of investing in these solutions because that is where you can create a true differentiation. “Before, the competition was given by the characteristics of the product or by elements such as logistics; today, the differential is the experience that is offered to the client “.
The good news is that these solutions are becoming more accessible, since being based on the cloud, they cost between 60 and 100 dollars per month, without the need to invest in infrastructure or updates. “These developments are usually initially adopted by large companies, but small and medium-sized companies can already take advantage of them because they are already more robust and economical,” argues Héctor Sánchez, sales director for Latin America at Broadsoft. Thus, entrepreneurs can only hire the services they need and not spend on additional tools.
Of course we must not forget to include personal elements in these strategies, because “not only is the service they receive important, but how you make them feel during the last interaction they have with your company”, underlines Pablo Rodríguez, director of Customer Strategies Lead & Client Service of Kantar TNS Mexico.
Below, we present four trends that you can implement in your business to take advantage of this technology in your customer service.
1. Social networks
It is no longer enough to review the accounts a couple of times a day or to tweet the fellow. “Today, customers use these channels not only to comment on products and services, but to demand solutions to problems related to them when they do not find an answer to their complaints through other channels,” says Clayton Da Silva, director of Solutions and Achievements for Latin America. of Zendesk.
The advantage offered by networks is that you can already automate and customize answers to frequently asked questions on Facebook, detect positive or negative comments on Twitter and even analyze images to know how your company is presented on Instagram photos.
Hoe points out that “these technologies” can even “detect if a client is very angry” (for example, by identifying high-sounding words) and transfer it to a person who can better deal with their complaint. In this way, you will not feel that you are “talking to a machine” all the time.
2. Conversational systems
When an iPhone user asks Siri if it will rain today, this “intelligent personal assistant” will answer “yes” or “no”, and will also show on your screen the weather forecast. This is how “conversational systems” or chatbots work , that is, programs that allow you to have a conversation over the phone or through computer platforms and that, according to Oracle, will be used by 80% of companies in 2020. “This technology is already it is so advanced that users regularly believe that they are talking to a person, “says Da Silva.
The responses of the chatbots can be customized with the tone, language and empathy that the company uses to serve its customers. However, the recommendation is to use them only if the number of customer service inquiries exceeds your response capacity, making your communication delayed or non-existent. This is a solution designed for large volumes of interactions.
3. Data analysis
All of these interactions yield valuable information, which can be interpreted through data analysis – or data analysis – in order to make better business decisions. “You always need hard data to tell you what to do, when and where,” explains Arístides Palma, general director of Zafiro Software.
Thus, entrepreneurs can enter (manually or automatically) information in a system -such as their daily sales or demographic data of their customers- and combine them with other variables -such as the dollar price or even the weather- so that, through a series of algorithms, detect aspects such as how many sales a cafeteria can have during a cold front or how much product a store needs at Christmas time.
In fact, Oracle’s study indicates that 41% of brands recognize that a more intelligent analysis of data would help them have a greater impact on the experience they offer their customers.
4. Integrated communication channels
Another challenge for companies is to serve their entire range of customers by giving them the same experience, regardless of the channel they use to contact them, points out Sergio Mejía, CEO of Genesys México.
To achieve this, it is necessary to integrate all communication channels (physical and technological) in a coherent and coordinated manner, in order to provide a homogeneous customer experience; This is also known as omnichannel.
Mexican women at the forefront
Not only in developed countries are these types of AI tools used; In Mexico there are already some examples of entrepreneurs who use them. Adrián Aguirre-Palme, founder and CEO of Play Telecom, a company that fosters the development of organizations with technology and telecommunications, and user of the Zendesk customer service platform, assures that this has helped him save time and human effort to identify the problems of their clients, in addition to solving them and communicating with them.
“It provides us with metrics of all types of data, such as average time in first responses, types of incidents and compliance monitoring of service levels in contracts,” he explains.
Another company that uses that solution is Rappi Mexico ,? app that offers personal assistance services to do from the super to fulfill a favor or en-? urgent charge. Rafael Guzmán, its director of Customer Experience, affirms that since the company uses these tools, it has data that allows it to know the level of satisfaction of its customers and improve its productivity, information that previously could only be obtained anecdotally. “In recent months, our sales have increased four times,” he says.
In the country, companies such as Sapphire, Broadsoft, Salesforce, Zendesk, Genesys and ReachLocal integrate some or all of these tools. According to the needs of each company, its cost ranges from 60 to 100 dollars per month.
They work for all kinds of companies of products and services, and as they are based on the cloud, it is not necessary to invest in infrastructure. Of course, first you have to analyze the processes and identify the needs that could be solved to make an intelligent investment in these platforms.
In addition, by themselves or connected to other systems help to serve employees or suppliers. “They are effective so that people who work in a company have a 360o view and make faster decisions from any point of contact,” says Miguel Rojo Santamaría, country manager of ReachLocal Mexico.
Creating these tools can also be an area of opportunity. “It is possible to develop open source applications for small companies to integrate a technological platform that includes this type of service,” suggests Julieta Noguez Monroy, a research professor at the School of Engineering and Science of the Tec de Monterrey, Mexico City campus. that you already know Whether you invest in these solutions to provide a better experience or you seek to develop them, artificial intelligence generates greater satisfaction and, therefore, greater fidelity.