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Chelo Jiménez

Marketing Director

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Chelo Jiménez

Chelo Jiménez

Chelo Jiménez, Marketing Director, Presence Technology twitter.com/cjimenezsm

Muito tem se falado sobre a experiência do cliente e sua lealdade às marcas, mas há ainda muito que se discutir sobre o conceito de Customer Engagement Center(CEC) ou centro de fidelização/compromisso do cliente. O CEC refere-se à próxima geração de ferramentas de atendimento ao cliente.

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Engaged customers are more loyal, they buy more and spend more. This is a fact. So, can we afford not to have defined our "customer commitment center”? 

Much has been said about customer experience and the client´s loyalty to the brands, but there is still a lot to discuss about the Customer Engagement Center (CEC) concept or Loyalty/commitment customer center. CEC refers to the next generation of customer service tools servicing the customer experience. The Wow! Factor is what all companies aim for, but we cannot stop there. What do companies look for with that WOW? easy: sell more, sell better with more profit. So companies need to boost their commitment center.

Customer Engagement Center

From Customers to fans, from buyers to ambassadors. That is the object of desire of this new relationship center: excellence and customer loyalty. But what are the four basic factors needed to implement a good CEC strategy?


1. Understanding the customer. It may seem obvious, but not only customers have changed, their behavior has too: the way they express themselves has changed radically. There are still companies that want to sell like 30 years ago. Ask yourself what your customer wants, what makes him happy. You will be surprised: if before he wanted "a tie to go to work" today he wants "a tie that makes him feel good." Before, he would have bought it in the store and had a relationship with the seller, now he does it through e-commerce and lacks that personal contact and commitment. Are you covering those gaps?

2. Be proactive in your business. We must ask questions like: Am I able to provide a unified experience with my brand? Is my team ready to adopt this new strategy? It is important to understand that we no longer sell to isolated entities but social people. We must be able to react quickly to change and adapt to the new and to what is to come.

3. Customizing interactions. Every interaction is an opportunity. Customers seek experiences and good experiences are activities where he feels is treated with exclusivity.


4. Being able to offer a unique Omni channel experience. According to Gartner, the Customer Engagement Centers go a step beyond multi-channel. It has integrated workflow tools capable of adding value through follow-up and monitoring. We also talk about technology capable of working with both old infrastructures and with new devices with apps, all perfectly integrated without losing information or data between devices or channels.

To successfully implement the Customer Engagement Center, it is necessary to have the right technology. In Gartner´s report: Critical Capabilities for Contact Center Infrastructure, Gartner states the features that the perfect technology solution must have to meet this new trend. Discover how technology can help you improve and monetize your Customer Loyalty Center / Customer Engagement Center.Download now this Gartner report for free.

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Los clientes comprometidos son más leales, compran más, gastan más. Hasta aquí seguro que todos estamos de acuerdo. La pregunta es ¿podemos permitirnos no tener definido nuestro centro de “compromiso de cliente”?. Aunque se habla mucho de la experiencia de cliente y también del compromiso del mismo para con las marcas, queda mucho por decir sobre el concepto Customer Engagement Center (CEC) o Centro de Fidelización/Compromiso de Cliente. CEC se refiere a la próxima generación de herramientas de atención al cliente que se ponen al servicio de la mejora de la experiencia. El Wow! del cliente es algo a lo que todas las empresas aspiramos, pero no podemos quedarnos ahí. ¿Qué buscan las empresas con ese Wow!? Muy fácil: vender más y mejor, más y con más margen. Las compañías necesitan potenciar su centro de compromiso.

Customer Engagement Center (CEC)

De clientes a fans, de compradores a embajadores. Ese es el objeto de deseo de este nuevo centro de relaciones, excelencia y fidelización de clientes. Pero ¿qué cuatro cosas son básicas para poner en marcha una buena estrategia de CEC?

1.- Entender al cliente. Puede parecer una perogrullada pero así como los clientes, su forma de comportarse, expresarse ha cambiado radicalmente, todavía hay compañías que pretenden vender igual que hace 30 años. Pregúntate qué quiere tu cliente, qué le hace feliz. Te sorprenderá descubrir que si antes quería “una corbata para ir al trabajo” hoy quiere “una corbata que le haga sentir bien”. Si antes compraba en la tienda y tenía relación con el vendedor, ahora lo hace a través de e-comerce y carece de ese contacto y compromiso personal. ¿Estás poniendo los medios para cubrir ese gap?
2.- Proactividad en tu negocio. Debemos hacernos preguntas del tipo ¿soy capaz de ofrecer homogeneidad en la experiencia con mi marca? ¿Está mi equipo preparado para abordar esta nueva estrategia? Es importante tener claro que ya no vendemos a entes aislados sino a personas sociales. Debemos ser capaces de reaccionar con rapidez, de cambiar y adaptarnos a lo nuevo y a lo que está por venir.
3.- Personalización de la interacción. Cada interacción es una oportunidad. Los clientes buscan experiencias y las buenas experiencias pasan por acciones donde el cliente se siente tratado con exclusividad.
4.- Ser capaz de ofrecer una experiencia omnicanal única. Según Gartner, los Customer Engagement Centers van un paso más allá de la multicanalidad y cuentan con herramientas de workflow integradas capaces de aportar al cliente ese valor añadido de seguimiento tan importante en el contexto de la fidelidad. Además hablamos de tecnología capaz de trabajar tanto con infraestructura anticuada como con los nuevos dispositivos en modo de apps, todo ello perfectamente integrado, sin rupturas de información ni perdida de datos entre dispositivos ni canales.

¿Quieres saber cómo la tecnología te puede ayudar a mejorar y rentabilizar tu Centro de Fidelización de Cliente/Customer Engagement Center? ¿Estás interesado en conocer más sobre esta nueva tendencia de Atención al Cliente? Descárgate GRATIS este informe de Gartner y averigua más detalles.
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caal


Todo mundo já atendeu o telefone e um agente de contact center desinformado tropeçou os melhores pontos de por que é importante adquirir um produto particular ou serviço. O tom sem inspiração, o insincero “Olá” e o passo nervoso, tudo mostra o fato de que o agente é lamentavelmente despreparado. A maioria dos clientes desligam antes do agente conseguir ir mais longe no seu script, simplesmente porque se sentem forçados! A realidade é que os agentes de Contact Center para quem você fala seria muito mais eficaz, e mais feliz, se a formação adequada tivesse ocorrido, e se um script testado antes tivesse sido oferecido como um ponto de partida! A Solução de Scripting, utilizada em conjunto com a marcação de saída automatizada, pode transformar o negativo em positivo, aumentando foco no cliente e a produtividade dos agentes por meio de interações personalizadas reforçada por dados específicos de contato e detalhes do negócio que minimizem os erros de introdução.

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Contact Center script
Everyone has answered the phone only to find an obviously uninformed contact center agent stumbling over the finer points of why it is important to purchase a particular product or service. The uninspired tone, the disingenuous hello, and the nervous pitch all give away the fact that the agent is woefully unprepared. Most customers hang up before the agent even gets too far into their script simply because it comes across so forced! The reality is that the contact center agents to whom you speak would be far more effective, and happier, if the proper training had taken place, and if a tested script had been offered as a starting point! Scripting solutions, utilized in conjunction with automated outbound dialing, can turn a negative into a positive by increasing customer-centricity and agent productivity through customized interactions enhanced by contact-specific data and business details which minimize introduction errors.

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Durante muchos años nadie se ha preocupado de lo que pasa en el Call Center. Era una línea de negocio que tenía una parte del presupuesto, pero nadie se planteaba realmente qué beneficios aportaba para mejorar el negocio. Según ha ido evolucionando el mercado, las empresas se han centrado más en los clientes, preocupándose especialmente por la experiencia del consumidor de tal manera que el call center se ha posicionado en un primer plano. Las empresas intuyen que sus consumidores están contentos cuando sus ventas aumentan y ofrecen más servicios. Saben que su Call Center funciona porque están revisando frecuentemente los datos y evoluciona y crece sin problemas. Pero ¿realmente saben lo que está pasando?

Qué pasa en el Call Center
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The biggest danger to any contact center is the lack of coherent information.  As Aberdeen’s report Customer Engagement Analytics: How to Use Data to Create (and Keep) Happy Customers” (May 2014)  indicates, it’s not a lack of data but a lack of integration between systems that is the major pain point in the contact center. Although contact centers possess the technical infrastructure that specifically focuses on handling customer interactions via phone, the web, email, live chat and more,  the use of isolated systems that are not properly integrated limits your agent's ability to succinctly resolve a customer’s issue in one call.  Even the best system for managing customer data will be of little use if the agent does not have easy access to the information they need when they need it!Multichannel Contact Center

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Tecnología en el Call Center

En un mercado dinámico como el de hoy en día, el éxito de las empresas depende en gran medida de su habilidad para conocer y anticiparse a las necesidades de los clientes. La rapidez y la consistencia son los pilares de cualquier servicio de atención al cliente y en los últimos tiempos el Contact Center es el eje de la experiencia del consumidor, lo que le agrega un valor más allá de la simple atención. Es habitual que los compradores se marchen cuando tienen problemas con la atención recibida del servicio al cliente. Los consumidores han evolucionado y las empresas no podemos quedarnos atrás. El Contact Center debe adaptarse a las nuevas tecnologías y estrategias porque Contact Center ¡contestar al teléfono ya no es suficiente! Los Call Centers tienen que ofrecer a los consumidores el mejor servicio y la mejor atención personalizada.

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Contact Center technology
In today’s dynamic market environment, an organization’s success depends primarily on its ability to respond to its customers’ demands in a timely manner. Speed and consistency are the cornerstones of any customer service program, and in the last few years the contact center has become the champion of the customer experience. It’s more often than not the first place many customers go when they have a sales or customer service issue, and meeting and exceeding customer expectations is critical to long-term growth! Because of this, contact centers have had to adapt new technologies and strategies to keep pace with their constantly evolving environment. Simply answering the phones is not enough! The call center needs to offer its customers the finest service and individualized attention, while maintaining high productivity rates and overall productivity.

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La mayoría de los consumidores piensan en telemarketing cuando escuchan el término "llamadas salientes," asumen que hablamos de voces automatizadas que interactúan y solo llegan a enfadar y a frustrar a los consumidores. Este concepto impersonal sobre las llamadas salientes (outbound dialing) deja un mal sabor de boca en la mayoría de los consumidores y muchas veces hace que nos  pongan en la lista de teléfonos de “No contestar”. Pero, las llamadas salientes pueden ser muy valiosas y un buen termómetro para medir la experiencia del consumidor. Lo más interesante es analizar ¿Porqué llamamos? – ¿Estamos intentando ayudarles o simplemente intentas venderles algo?
Contact Center outbound
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Contact Center compliance

Federal regulations such as Sarbanes-Oxley, the Health Insurance Portability and Accountability Act (HIPPA) and the Equal Credit Opportunity Act (ECOA) all have different rules and guidelines that agencies are expected to be in compliance with at all times. Many individual states have their own compliance requirements and international business may have to adhere to regulations set forth foreign governments.  Failing to adhere to one or more of these laws can result in a hefty fine, so call centers are doing everything they can to ensure call compliance from top to bottom.

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For many years no one really worried about the call center. It was just a line item on the budget that you had to have, but no one really saw how they could "use" their call center to make for a better business. But as the business world has gone more customer-centric, the call center has been pushed to the forefront as the hub of a company's customer experience. You know that your customers are calling in with sales and service issues, and you're constantly monitoring key metrics to ensure things are running along smoothly. But do you really know what is happening?

Contact Center control

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When most customers think of "outbound calling," they assume telemarketing; the epitome of brute-forced, automated voice interactions that more often than not lead to nothing but frustrated and annoyed customers. Robo-dialers simply call as many numbers as quickly as possible. This impersonal approach to outbound dialing left a bad taste in many customer's mouths and had them running for the "Do Not Contact" lists. In reality, outbound calling can be an incredibly valuable AND valued part of the customer experience. What matters the most is WHY that customer is being called--are you actively trying to help them or just help your bottom line?

Contact Center engagement
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While we are still waiting for the final numbers to come out for this year's Black Friday - Cyber Monday shopping (including Small Business Saturday), I wanted to take a moment to thank the customer service team at PayPal for what I am sure was only one of the hundreds of calls their call center handled on Friday.

I was trying to buy a Christmas gift for my friend, and the retailer gave me the option to use my PayPal account to check out. Data from 2013 shows that " approximately $13,996,600,000 was abandoned in shopping carts in just two days." I'm sure plenty of those were people window shopping or comparing deals across sites, but having PayPal definitely saved my sale, so how many millions did it earn other retailers this past weekend?

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While many organizations say they believe in providing better customer service, in fact recent Forrester research  confirms that 95% of leaders consider good customer service to be a priority, a different Forrester report shows that only 31% of organizations closely monitor the quality of interactions with their target customers! If you aren't actively watching your customer service representation how do you really know what your customers think of you? Saying customer service matters is fine and dandy, but do you really know what you're missing out on if your organization doesn't follow through?

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Social Media y la atención al cliente.jpg
A pocos les quedan dudas de que la Atención al Cliente y las Redes Sociales están condenadas a entenderse. El problema es que, generalizando, desde los Contact Center todavía no saben cómo abordar de forma segura y eficiente el mundo social.

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O cómo convertir un incidente de servicio en un punto positivo gracias a una buena atención al cliente.

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(Click here to read Part One)

Technology to facilitate sales

More satisfied clients and more efficient services for telesales (Part Two)


Technology can help us to have more satisfied clients (or potential clients), because it gives us the opportunity to implement from simple things such as not calling someone in three months who has rejected our offer or performing cross selling, to other more complex things, such as linking a telemarketing service to a web campaign with chat, web call back, email... Everything focused on making things easier for the customer service representatives. From the point of view of making service more efficient, I will tell you a real example.

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Certainly you don't think telesales is an easy job? I don’t. Telesales professionals perform a complicated task, sometimes tedious and many times boring. Luckily the other side of the story is success can be very rewarding. Making things easier for sales agents should be a priority for any organization dedicated to its sales success or that relies on telesales to maintain and support its business units.

More satisfied clients and more efficient services for telesales (Part One)
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(Lee la primera parte AQUÍ).

Tecnología para facilitar la venta


La tecnología nos puede ayudar a tener clientes (o posibles clientes) más satisfechos, porque nos da la oportunidad de implementar desde cosas tan sencillas como no llamar en tres meses a alguien que ha rechazado una oferta nuestra o hacer venta cruzada, hasta otras más complejas, como vincular un servicio de televenta a una campaña web con chat, web call back, correo electrónico… Todo enfocado a ponerle las cosas más fáciles a la persona que está dando la cara (la voz, en este caso) por la compañía.

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¿Alguien piensa que el trabajo de los televendedores es fácil? Yo no. Creo que hacen una labor complicada, a veces tediosa y en ocasiones poco estimulante. Por suerte la otra cara, la de éxito, la de cerrar una venta, es muy gratificante. Ponerles las cosas fáciles a los gestores de venta por teléfono debería ser un must en las organizaciones que se dedican a este negocio o que depende de él para mantener alguna de sus unidades.

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