{"id":18680,"date":"2017-12-27T00:00:00","date_gmt":"2017-12-26T23:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/atencio-al-client-a-lecommerce\/"},"modified":"2017-12-27T00:00:00","modified_gmt":"2017-12-26T23:00:00","slug":"atencio-al-client-a-lecommerce","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/atencio-al-client-a-lecommerce\/","title":{"rendered":"Atenci\u00f3 al client a l\u2019eCommerce"},"content":{"rendered":"<p>Hem de tenir-ho clar: en qualsevol projecte de venda online, tot ha de girar al voltant de l\u2019usuari. L\u2019objectiu inicial  \u00e9s convertir-lo en client i, despr\u00e9s, fidelitzar-lo.<\/p>\n<p>La majoria de projectes tenen molt en compte factors com:<\/p>\n<ul>\n<li>El producte, el preu i el perfil del consumidor.<\/li>\n<li>Una <a href=\"https:\/\/trilogi.com\/blog\/ca\/strong-logicommerce-el-software-de-gestio-ecommerce-strong\/\" target=\"_blank\" rel=\"noopener noreferrer\">bona plataforma de venda<\/a>.<\/li>\n<li>Un disseny ben estructurat, orientat a la conversi\u00f3 i a oferir una bona UX.<\/li>\n<li>Oferir bones pol\u00edtiques i bons preus d\u2019enviament i devoluci\u00f3.<\/li>\n<li>Definir una estrat\u00e8gia de m\u00e0rqueting digital per guanyar visibilitat i aconseguir tr\u00e0nsit.<\/li>\n<\/ul>\n<p>I, amb tot aix\u00f2, al final resulta que l\u2019usuari nom\u00e9s t\u00e9 un formulari fred i impersonal per contactar amb el venedor: ERROR<\/p>\n<p>Quan comparem una botiga online amb una botiga f\u00edsica, tenint en compte que totes dues estan en perfectes condicions (disseny, ordre, estructura, neteja, il\u00b7luminaci\u00f3, fotos\u2026), la gran difer\u00e8ncia entre totes dues \u00e9s el venedor i el tracte personalitzat. Per aquest motiu <strong>\u00e9s important intentar humanitzar al m\u00e0xim una botiga online<\/strong>. Aconseguir transmetre una sensaci\u00f3 de <strong>proximitat<\/strong>, d\u2019<strong>atenci\u00f3 personalitzada<\/strong> i d\u2019<strong>acompanyament<\/strong> als usuaris. Aconseguir-ho no nom\u00e9s pot suposar tancar la venda, sin\u00f3 tamb\u00e9 fidelitzar els clients.<\/p>\n<p>Com m\u00e9s canals de contacte i d\u2019atenci\u00f3 al client oferim als usuaris, millor. Cadascun t\u00e9 els seus avantatges i inconvenients, per\u00f2 el que \u00e9s important \u00e9s que:<\/p>\n<p class=\"cuidado\">No tots els usuaris se senten c\u00f2modes amb els mateixos canals ni demanen el mateix tipus d\u2019atenci\u00f3.<\/p>\n<p>Cada canal d\u2019atenci\u00f3 que oferim als clients ha de respondre a les expectatives que el defineixen. En molts casos aix\u00f2 implica inversi\u00f3 en recursos i dedicaci\u00f3; si no podem complir aquestes expectatives, millor no oferir el canal. No volem usuaris decebuts.<\/p>\n<h2>Principals canals d\u2019atenci\u00f3 al client en eCommerce<\/h2>\n<h3>Live Chat i Chatbot<\/h3>\n<p>\u00c9s un canal que permet una interacci\u00f3 personalitzada amb els nostres usuaris. \u00c9s una gran font d\u2019informaci\u00f3 que, a m\u00e9s d\u2019ajudar els usuaris i augmentar la taxa de conversi\u00f3, ens permet detectar mancances a la nostra botiga (millorar l\u2019experi\u00e8ncia d\u2019usuari, les pol\u00edtiques d\u2019enviament i devoluci\u00f3\u2026), demanda de productes i oportunitats.<\/p>\n<p>\u00c9s un canal senzill d\u2019utilitzar, de comunicaci\u00f3 immediata i en qu\u00e8 els usuaris se senten segurs gr\u00e0cies a l\u2019anonimat que ofereix.<\/p>\n<p>En aquest canal \u00e9s molt important la immediatesa en l\u2019atenci\u00f3, i aix\u00f2 implica tenir personal amb coneixements i aptituds dedicat a aquesta tasca.<\/p>\n<p>Els chatbots, com indica el nom, s\u00f3n xats automatitzats. Ofereixen respostes autom\u00e0tiques a partir de la seva base de dades i, en alguns casos, tenen certa capacitat d\u2019aprenentatge (intel\u00b7lig\u00e8ncia artificial).<\/p>\n<h3>Tel\u00e8fon d\u2019atenci\u00f3 al client<\/h3>\n<p>Aquest tamb\u00e9 \u00e9s un canal d\u2019atenci\u00f3 molt tradicional. Oferir l\u2019opci\u00f3 d\u2019atendre mitjan\u00e7ant una trucada dona molta confian\u00e7a, ja que no tothom se sent c\u00f2mode escrivint, sigui per falta de flu\u00efdesa o per mandra.<\/p>\n<p>\u00c9s un canal que, igual que el live chat, ofereix una atenci\u00f3 en directe que els usuaris agraeixen molt.<\/p>\n<h3>WhatsApp<\/h3>\n<p>Qui no t\u00e9 WhatsApp al m\u00f2bil avui dia? \u00c9s una opci\u00f3 que s\u2019ha anat implementant molt en aquest \u00faltim parell d\u2019anys, sobretot des de la sortida de <strong>WhatsApp Web<\/strong>, que permet iniciar la comunicaci\u00f3 des de l\u2019ordinador amb un simple escaneig del codi QR des del m\u00f2bil. F\u00e0cil, f\u00e0cil.<\/p>\n<p>Un altre avantatge que ofereix \u00e9s la possibilitat d\u2019<strong>adjuntar arxius<\/strong>.<\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-9093 aligncenter\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/Whatsapp-atencion-al-cliente.jpg\" alt=\"Whatsapp-atencio-al-client\" width=\"800\" height=\"381\" \/><\/p>\n<h3>Xarxes socials<\/h3>\n<p>La gran majoria d\u2019empreses que es dediquen a la venda i\/o prestaci\u00f3 de serveis al client final (B2C) tenen clar que una part dels seus consumidors i\/o clients potencials s\u00f3n a les xarxes socials. Per aquest motiu hi tenen perfils professionals i inverteixen part dels seus recursos a generar i treballar la seva pr\u00f2pia comunitat en aquests canals.<\/p>\n<p>Els exemples m\u00e9s clars s\u00f3n Facebook i Twitter, on s\u2019estableix una comunicaci\u00f3 bidireccional amb els usuaris. Comenten constantment i lliurement els nostres productes, serveis, promocions, novetats\u2026 expressant dubtes i inquietuds, i sovint ho fan de manera cr\u00edtica. Aix\u00f2 implica donar respostes i, en la mesura del possible, aportar solucions.<\/p>\n<p>Moltes empreses tenen un <strong>perfil social exclusiu<\/strong> per gestionar millor l\u2019<strong>atenci\u00f3 al client<\/strong>.<\/p>\n<p>Per tot aix\u00f2, hem de tenir en compte que les xarxes socials s\u2019han convertit en un canal m\u00e9s d\u2019atenci\u00f3 al client i que, per les seves caracter\u00edstiques i visibilitat, \u00e9s especialment cr\u00edtic i transcendent.<\/p>\n<p class=\"cuidado\">Una mala gesti\u00f3 la veu directament tota la nostra comunitat i es pot viralitzar r\u00e0pidament.<\/p>\n<h3>Formulari de consulta<\/h3>\n<p>Un cl\u00e0ssic. Normalment el trobem a l\u2019apartat de contacte de tots els eCommerce. B\u00e0sicament permeten deixar el nom, l\u2019email i la consulta en q\u00fcesti\u00f3. De vegades poden demanar m\u00e9s informaci\u00f3 o tenir camps desplegables per definir el tipus de consulta. Tamb\u00e9 els podem trobar a les fitxes de producte per fer consultes o demanar m\u00e9s informaci\u00f3 sobre el producte en q\u00fcesti\u00f3.<\/p>\n<p>Les consultes s\u2019haurien de respondre idealment dins de les primeres 24 h. Si no \u00e9s possible, hem d\u2019oferir algun tipus de feedback abans de la resposta final, en cas que no puguem respondre dins d\u2019aquest termini.<\/p>\n<p>\u00c9s un canal for\u00e7a impersonal, per\u00f2 molts usuaris s\u2019hi senten c\u00f2modes.<\/p>\n<h3>FAQ i blog<\/h3>\n<p>Les FAQ (Frequently Asked Questions) s\u00f3n un concepte d\u2019atenci\u00f3 al client en qu\u00e8 <strong>no hi ha una comunicaci\u00f3 bidireccional<\/strong>. Es tracta d\u2019un directori que recull les preguntes o dubtes m\u00e9s recurrents i les respostes corresponents, de manera que els usuaris hi tenen acc\u00e9s directe. El mateix podem fer amb el blog, creant entrades que resolguin aquest tipus de consultes.<\/p>\n<p>Si rebem un dubte a trav\u00e9s d\u2019un dels nostres canals convencionals, <strong>ens ser\u00e0 de gran ajuda donar una primera explicaci\u00f3 al client i remetre\u2019l a aquests apartats<\/strong>. Hi trobar\u00e0 tota la informaci\u00f3 detallada.<\/p>\n<p>Tant el blog com les FAQ poden ser una gran ajuda i suport per als altres canals d\u2019atenci\u00f3: estalvien molt de temps i fins i tot poden evitar la consulta, resolent el dubte de l\u2019usuari sense necessitat d\u2019utilitzar els nostres canals d\u2019atenci\u00f3 al client.<\/p>\n<h3>Altres consideracions per oferir un bon servei<\/h3>\n<p>Al principi d\u2019aquesta entrada d\u00e8iem que com m\u00e9s canals d\u2019atenci\u00f3 al client ofer\u00edssim als usuaris, millor. Per\u00f2 hem de tenir en compte que cada canal exigeix complir uns requisits m\u00ednims. Alguns requisits importants s\u00f3n:<\/p>\n<p><strong>Immediatesa en la resposta:<\/strong><\/p>\n<ul>\n<li>Alguns canals s\u00f3n d\u2019interacci\u00f3 directa o en directe, com el xat o el tel\u00e8fon.<\/li>\n<li>D\u2019altres requereixen una resposta gaireb\u00e9 immediata o en pocs minuts, com WhatsApp o les interaccions a les xarxes socials.<\/li>\n<li>Finalment, hi ha canals que ens poden donar un termini de resposta de fins a 24 h, com el formulari de consulta, tot i que si podem respondre amb certa immediatesa, millor.<\/li>\n<\/ul>\n<p><strong>Oferir horaris definits d\u2019atenci\u00f3 i resposta:<\/strong><\/p>\n<ul>\n<li>\u00c9s molt important tenir l\u2019horari definit i\/o el comprom\u00eds de resposta publicat per a cada canal.<\/li>\n<li>L\u2019atenci\u00f3 al client \u00e9s un comprom\u00eds amb els usuaris que cal respectar al 100%.<\/li>\n<\/ul>\n<p><strong>Personal adequat i format:<\/strong><\/p>\n<ul>\n<li>Orientat al client i, si pot ser, amb formaci\u00f3 espec\u00edfica.<\/li>\n<li>Coneixedor o especialista del canal o canals de comunicaci\u00f3 amb qu\u00e8 es comunicar\u00e0 amb els usuaris.<\/li>\n<li>Amb un bon coneixement del nostre producte\/servei.<\/li>\n<li>Actitud positiva, amb ganes d\u2019oferir i buscar solucions a les demandes dels usuaris.<\/li>\n<\/ul>\n<p class=\"cuidado\">No obris canals d\u2019atenci\u00f3 al client als quals no puguis destinar els recursos necessaris per satisfer l\u2019usuari. De vegades, menys \u00e9s m\u00e9s.<\/p>\n<p>A <a href=\"https:\/\/trilogi.com\/ca\/\" target=\"_blank\" rel=\"noopener noreferrer\">Trilogi<\/a> sempre oferim el millor assessorament per al teu eCommerce. Aix\u00ed que no dubtis a <a href=\"https:\/\/trilogi.com\/crear-tienda-web-contacto\/\" target=\"_blank\" rel=\"noopener noreferrer\">contactar amb nosaltres<\/a> si necessites ajuda per a la teva botiga online.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hem de tenir-ho clar: en qualsevol projecte de venda online, tot ha de girar al voltant de l\u2019usuari. L\u2019objectiu inicial \u00e9s convertir-lo en client i, despr\u00e9s, fidelitzar-lo. La majoria de projectes tenen molt en compte factors com: El producte, el preu i el perfil del consumidor. Una bona plataforma de venda. Un disseny ben estructurat, [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":13060,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1721],"tags":[],"class_list":["post-18680","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-experience"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Atenci\u00f3 al client a l\u2019eCommerce | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"Hem de tenir-ho clar: en qualsevol projecte de venda online, tot ha de girar al voltant de l\u2019usuari. 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