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La “fabricación” de una Experiencia de Cliente desde un contact center

La “fabricación” de una Experiencia de Cliente desde un contact center Publicado el 14 de Julio de 2015, a las 9:58 h.
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El pasado 25 de junio se celebró en las instalaciones de ICEMD/ESIC del campus de Pozuelo el Workshop sobre Contact Center impartido por Santiago Muñoz-Chápuli Oriol, Socio de ON Soluciones.

Entre los asistentes se encontraban responsables de operaciones de múltiples sectores del tejido empresarial: seguridad, seguros, asistencia, consumo o telecomunicaciones.

El hilo conductor de la sesión fue alrededor del concepto de asimilación del Contat Center, como una unidad de gestión de operaciones, a la Fábrica de las Experiencias de los Clientes. Del mismo modo que para fabricar un producto, el director de producción requiere de medios, conocimientos, competencias y habilidades, la ?fabricación? de una Experiencia de Cliente desde un contact center, requiere de dichos medios y competencias.

En la sesión se hizo un repaso de los distintos modelos de referencia que en la actualidad existen para determinar las mejores prácticas en cada una de las competencias y capacidades que debe tener el contact center: COPC, EN15838 y la norma actualmente en elaboración, la ISO18295, en la que España participa de manera activa a través del grupo de trabajo GET14 promovido por AENOR y en el que está representado gran parte de la industria.

De ese modo, se repasaron conceptos básicos de la gestión de un contact center: competencias estratégicas, gestión de personas y modelos organizativos, gestión de la relación con proveedores, gestión del conocimiento o gestión de la calidad.

Se realizaron distintos ejercicios de dimensionamiento y teoría de colas, identificando de manera sencilla métodos de previsión de la demanda y optimización de turnos. También se establecieron pautas y mejores prácticas en la definición de procesos y cuadros de mando.

A nivel tecnológico, se presentó cómo la tecnología debe estar alineada y al servicio de un buen modelo de procesos. Se identificó cómo las distintas soluciones tecnológicas cubren aspectos necesarios dentro de una arquitectura global: gestión de contactos multicanal, gestión de clientes, gestión de servicios, gestión de campañas, gestión comercial o inteligencia de negocio.

No faltaron los conceptos en los modelos de self-care y self-service en el entorno de los contact centers, identificando mejores prácticas y experiencias de éxito.

Se finalizó con una panorámica futura de actores y tendencias para los próximos años, avaladas por analistas internacionales.

La sesión fue práctica e interactiva, produciéndose un diálogo enriquecedor donde los asistentes pudieron también compartir sus propias experiencias e inquietudes en un sector tan dinámico como apasionante.

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