Cuatro estrategias de atención a cliente basadas en medios sociales
Post muy interesante en la web de Jeremiah Owyang que os linkeo,
En resumen: cada vez más empresas conectan y dan soporte a cliente en base al uso de medios sociales, algunos líderes como Comcast, Wells Fargo, Intel, BestBuy, JetBLue incluso responden a las consultas e inquietudes de sus clientes en tiempo real o cuasi-real.
¿Qué pasará a medida que más empresas hagan uso de estas herramientas?, según Owyang, hay cuatro posibles estrategias que veremos desarrollarse:
1) No hacer nada:
Algunas empresas no responderán a los clientes, no está en cultura. Aceptan el riesgo de no responder.
2) Soporte y atención basada en empleados:
Muchas empresas asignan a ciertos empleados esta respuesta, hay distintos grados de intensidad en relación a ello.
Desde las que son más tradicionales y que definen un pequeño grupo de “conserjes sociales” hasta otras como Best Buy, en que la estrategia es que cualquiera de los miles de empleados de las tiendas o “camisas azules” respondan al cliente empleando la cuenta de twitter oficial de la empresa.
3) Soporte basado en otros clientes:
Otras empresas basarán su soporte en un grupo de clientes top que empleando comunidades on-line resolverán dudas y consultas de otros clientes.
4) Soporte desde medios sociales automatizado:
éste se hará en base a Tweets generados de manera automática por ordenador. Los sistemas de CRM social serán inteligentes.
¿Qué os parece? , ¿creeis que hay alguna otra posibilidad que añadir?
Un saludo,
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