El centro de contacto: clave en la fidelización del cliente
A colación de la convocatoria de las celebra la 12ª edición del Salón Call Center + CRM Solutions, evento en que se centralizan los intereses, tendencias y novedades del mercado de los centros de contacto y que tendrá lugar los próximos días 2 y 3 de diciembre, me gustaría hablar sobre la importancia de estos centros. http://www.ifaes.com/call-center.html
En la convocatoria de las jornadas se nos informa que éstas se van a centrar en la “fidelización de clientes”; la presentación del salón dice, entre otras cosas:
“Teniendo en cuenta que en la excelencia de los contact centers recae en gran medida la fidelización de un cliente: ¿Cómo mantener la calidad con menos recursos?, ¿cómo maximizar el retorno de la inversión?, ¿cómo implementar la web 2.0?, ¿cómo se gestionan eficientemente los servicios de recobro?”. Estas serán algunas de las preguntas que se responderán y se abordarán en las diferentes ponencias, conferencias y presentaciones.
Sin duda preguntas importantes e interesantes si abordamos los contact centers desde el punto de vista operativo, pero, ¿qué ocurre si pensamos que el principal canal de comunicación con el cliente, tanto por coste como por nº de interacciones, debe ser tratado de manera estratégica en la empresa, como fuente de conocimiento de cliente?. En ese caso nos damos cuenta que eso no está ocurriendo, que incluso las medidas de eficacia centradas en “fidelización” se llevan a cabo exclusivamente en base a criterios y ratios de carácter operativo.
Nosotros, en los proyectos que desarrollamos de análisis de información de contact-center extraemos conocimiento de cliente de los datos recogidos a través de estas plataformas. Hay, en las interacciones cliente-empresa información clave sobre la experiencia de los mismos y eso permite a las compañías establecer planes de acción de mejora para aumentar la satisfacción y vinculación de su cartera.
La información que obtenemos nos permite enriquecer de manera crítica y mejorar la eficacia de los modelos de segmentación, de prevención de bajas, de morosidad,…. es decir, saber más de los clientes, responder de manera adecuada y con ello, sí, desarrollar nuestra cartera y lograr mejoras sensibles en fidelización.
Para nosotros, ésto sí que es trabajar la fildelización de una manera práctica y generadora de beneficios para la empresa.
Saludos,
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Después de Niza sobre El centro de contacto: clave en la fidelizacion del cliente | Amo a mi cliente. Estoy muy impresionado con el tiempo y el esfuerzo que han puesto por escrito esta historia. Yo te daré un link en mi blog los medios de comunicación social. Todo lo mejor!