Desde que la tecnología tuvo un enorme boom en los primeros años de la década del 2000, hay una pregunta que recibo constantemente: ¿La tecnología hace de lado al recurso humano? ¿Será posible que todo este avance tecnológico en la industria de los centros de contacto haga que dependamos cada vez menos de los empleados, hasta el grado de no necesitar de ellos? La respuesta es contundente: ¡No!
La tecnología ha entrado para administrar al centro de contacto de una manera dinámica y eficiente, eliminando el papeleo y la información repartida en diferentes lados y en diversas áreas, la tecnología necesita, sin duda, al recurso humano para funcionar.
Recuerdo la primera vez que visité un call center en el año 2001, se trataba de una empresa muy grande de telecomunicaciones donde los agentes tenían impresas tablas de Excel con los datos de las personas a quien llamar y contaban con un teléfono al lado para llamar «a dedo» a esas personas. ¿El resultado?: en toda la jornada laboral de seis horas, apenas podían contactar a cinco personas, ya que se enfrentaban a: tonos de ocupado, máquinas contestadoras, tonos de fax, llamados sin respuesta o respuestas de personas de servicio o algún otro miembro de la familia, número equivocado, en fin, todo ello resultaba muy frustrante para la empresa y para los operadores telefónicos, ya que su productividad era nula, puesto que no podían contactar a los clientes para ofrecerles nuevos productos o servicios y tampoco podían cobrar pagos vencidos, pues al no encontrar a nadie, hacía que no ganarán comisiones.
La llegada de la tecnología ayudó a los operadores telefónicos a darle la vuelta a su productividad. La tecnología fue capaz de discar por el agente -mostrarle a quién estaba llamando o quién lo hacía antes de que la llamada saliera o entrara-, incluso ayudó a los supervisores a ver la efectividad de cada agente para apoyarlo con entrenamiento para mejorar el servicio.
Con la tecnología, los call centers pasaron de ser centros de costos a ser centros de ingresos, permitiéndoles segmentar clientes, identificar prospectos y unificar información. Esto da como resultado un aumento en la productividad del agente hasta en un 400%: el agente solo recibe y hace llamadas cuando el sistema detecta una voz en vivo, si el sistema llama y recibe cualquier otro tono que no sea una voz humana, de inmediato y sin que el agente se dé cuenta, etiqueta ese número telefónico como no válido e intenta hasta encontrar una voz humana; el sistema también puede determinar la mejor hora para encontrar a cierta persona con la que necesita hablar. Eso no es todo, también puede administrar al centro para determinar si éste se está comportando como debería, de no ser así, éste puede ayudar a corregir las cargas de llamadas y de otras interacciones.
Los diversos tipos de interacción –llamadas, emails, chats, SMSs, comentarios por redes sociales- son una realidad en el centro de contacto. Estas interacciones no serían posibles sin el recurso humano; aunque hay tecnología de auto servicio, necesitamos siempre a los trabajadores, imagínense un súper mercado sin que hubiera personas que nos atendieran para resolver nuestras dudas más básicas como saber: «¿Dónde se ubica el arroz?», hasta: «Pedir revisar si en bodega hay más de un determinado producto».
Es imposible tener un centro de contacto sin nuestros trabajadores. Uno de los habilitadores de la tecnología, es que ha ayudado a que agentes y supervisores se especialicen en diversas áreas como cobranzas, ventas, telemarketing y redes sociales. Los agentes mismos pueden ser excelentes recursos para capacitar a otros agentes… La tecnología es un excelente aliado del humano, uno no puede ser exitoso sin el otro.
Artículo escrito por
Beti Cerezo Albarrán,
Gerente de Marketing para México, Centroamérica, Caribe y Sudamérica Hispana de Aspect™
http://es.aspect.com/Pages/default.aspx
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