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¿Estamos haciendo hasta lo imposible por conservar a los consumidores, o estamos perdiendo la línea?

Para este momento probablemente haya leído la publicación de Craigslist, acerca de un restaurantero que comparó un video viejo y uno nuevo de los clientes en su restaurante, en un intento por entender por qué su servicio no estaba siendo tan bien calificado como antes. (Apareció originalmente en Craigslist, pero numerosas copias  fueron re-publicadas en la blogosfera. Si no lo ha visto, le recomiendo hacerlo).

A partir de estos datos empíricos, el autor llegó a la siguiente conclusión: el personal del restaurante se comportaba como él esperaba, pero el comportamiento de los clientes había cambiado dramáticamente. Los clientes estaban haciendo más exigencias, tales como ser reacomodados en la mesa de su preferencia o solicitaban ayuda con la conexión a la red Wi-Fi y fotos de grupo; al terminar de comer se demoraban para pedir su cuenta; y en última instancia, estaban pasando casi el doble de tiempo en el restaurante.

Pero ¿por qué? El video sugería que todo era debido a sus dispositivos móviles. Se conectaban al Internet vía Wi-Fi, revisaban recomendaciones de mesas y entradas en Yelp, tomaban fotos de la comida para Instagram y hacían fotos de grupo para Facebook, y se ponían al día con el correo electrónico y las noticias después de la cena, siendo todos estos comportamientos típicos de un cliente móvil. En lugar de utilizar estos datos como un medio para buscar formas de mejorar la experiencia del cliente, al final del post, se produjo una lamentable solicitud a los clientes: «¿Podría usted ser un poco más considerado?”

Me gustaría invitar a este restaurantero a pensar en las formas simples en las que el restaurante podría estar más en sintonía con los estilos de vida móviles de sus clientes. Los pequeños detalles como averiguar qué mesas estaban recibiendo una mala reputación en redes sociales por ser demasiado ruidosas o por estar muy juntas, la reordenación de los planos de piso, tarjetas impresas con la contraseña del Wi-Fi colocadas en las mesas o en los menús, o determinar si un mayor o menor nivel de iluminación puede reducir el número de fotos de grupo que deben volver a tomarse, son todas acciones obvias para mantener a estos clientes satisfechos y lograr que estos regresen.

Los dispositivos móviles están aquí para quedarse, y están arraigados en los estilos de vida de los clientes de todas las industrias. En el mundo de los centros de contacto, nunca pediríamos a nuestros clientes que fueran «un poco más considerados» si el volumen del tono de voz de nuestros agentes subió, o si las llamadas están tomando el doble de tiempo para ser resueltas.

Nos adentramos en nuestra utilización de diversos canales de contacto, en la resolución en la primera llamada y en los tableros de calificación del agente para determinar si los motivos se relacionan con los niveles de dotación de personal, con la capacitación del agente, o con cambios en las preferencias de los clientes, y optimizar nuestros procesos para así poder garantizar clientes satisfechos.

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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