{"id":3920,"date":"2018-08-23T00:00:00","date_gmt":"2018-08-22T22:00:00","guid":{"rendered":"https:\/\/v3rtice.srvcactus.com\/2018\/08\/23\/el-futur-de-la-comunicacio-marca-client-els-xatbots\/"},"modified":"2025-06-05T09:40:27","modified_gmt":"2025-06-05T07:40:27","slug":"el-futur-de-la-comunicacio-marca-client-els-xatbots","status":"publish","type":"post","link":"https:\/\/v3rtice.srvcactus.com\/ca\/blog\/el-futur-de-la-comunicacio-marca-client-els-xatbots\/","title":{"rendered":"El futur de la comunicaci\u00f3 marca &#8211; client, els xatbots"},"content":{"rendered":"<div style=\"text-align: justify;\">Com a <a href=\"\/noticies-comunicacio-barcelona\">ag\u00e8ncia comunicaci\u00f3 Madrid <\/a>sabem que els usuaris cada vegada s\u00f3n m\u00e9s exigents amb la satisfacci\u00f3 per l&#8217;atenci\u00f3 al client de les marques, en el marc digital, a m\u00e9s de reduir despeses i centrar-se en l&#8217;experi\u00e8ncia client, s&#8217;estan implantant cada vegada m\u00e9s els xatbots . Saps que s\u00f3n? Anem a veure-ho.<\/div>\n<div style=\"text-align: justify;\"><\/div>\n<div style=\"text-align: justify;\">Les dades diuen que els Millenials cada vegada guanyen m\u00e9s import\u00e0ncia en termes d&#8217;opini\u00f3 digital i s\u00f3n pe\u00e7a fonamental de l&#8217;auge dels xatbots. Els usuaris d&#8217;aquesta generaci\u00f3 afirmen haver utilitzat almenys una vegada un xatbot i la seva experi\u00e8ncia va ser &#8220;molt positiva i satisfact\u00f2ria&#8221;.<\/div>\n<div style=\"text-align: justify;\"><\/div>\n<div style=\"text-align: justify;\">L&#8217;objectiu d&#8217;utilitzar-los no \u00e9s altre que crear engagement amb els consumidors, sobretot amb els potencials, de poder interactuar amb ells i fer-los sentir importants per part de la marca a la qual s\u00f3n fidels. Els Millenials s\u00f3n fans d&#8217;aquest enfocament one-to-one entre marca i consumidor i les empreses es fan ress\u00f2.<\/div>\n<div style=\"text-align: justify;\"><\/div>\n<div style=\"text-align: justify;\">B\u00e9 \u00e9s cert que, de moment, les converses amb els xatbots es perceben com artificials, fet que els propis Millenials en les enquestes fan saber, d&#8217;altra banda, valoren molt positivament l&#8217;exactitud a l&#8217;hora d&#8217;entendre el que l&#8217;usuari busca. La balan\u00e7a s&#8217;iguala i l&#8217;objectiu de les marques \u00e9s fer que sembli m\u00e9s natural aquesta conversa.<\/div>\n<div style=\"text-align: justify;\"><\/div>\n<div style=\"text-align: justify;\">Ara b\u00e9, hi ha el dubte de si els chatbots encaixen en tots els sectors. Segons dades d&#8217;una enquesta realitzada per Retale a Millenials. Un 7 de cada 10 enquestats van escollir utilitzar xatbots en el sector del fast food i 5 de cada 10 en el sector retail. Finalment, una mica m\u00e9s d&#8217;un 30% en el sector financer, el que ens fa veure que el tipus d&#8217;informaci\u00f3 necess\u00e0ria \u00e9s clau per a la presa de decisi\u00f3\u00a0.<\/div>\n<div style=\"text-align: justify;\"><\/div>\n<div style=\"text-align: justify;\">Cal no oblidar que els xatbots no es van inventar fa poc i que no nom\u00e9s hi ha els de les p\u00e0gines web, Siri i Alexa s\u00f3n els m\u00e9s coneguts gr\u00e0cies al seu bon funcionament en els smartphones, per\u00f2, com tota aplicaci\u00f3 d&#8217;aquest tipus, encara no t\u00e9 d&#8217;una precisi\u00f3 gaireb\u00e9 perfecta a l&#8217;hora de donar respostes i la conversa es segueix percebent com artificial.<\/div>\n<div style=\"text-align: justify;\"><\/div>\n<div style=\"text-align: justify;\">Com a cas d&#8217;\u00e8xit en &#8220;estalvi&#8221;, la multinacional de telefonia O2 va presentar a Aura, el seu xatbot per respondre respostes dels comptes dels seus usuaris i en pocs mesos les trucades al departament d&#8217;atenci\u00f3 al client es van reduir a la meitat.<\/div>\n<div style=\"text-align: justify;\"><\/div>\n<div style=\"text-align: justify;\">I fins aqu\u00ed el bloc de V3rtice d&#8217;avui, la teva ag\u00e8ncia de comunicaci\u00f3 de Madrid, i vosaltres qu\u00e8 penseu sobre els xatbots? S\u00f3n el futur, avui?<\/div>\n","protected":false},"excerpt":{"rendered":"<div style=\"text-align: justify;\"><span>Com a ag&egrave;ncia comunicaci&oacute; Madrid sabem que els usuaris cada vegada s&oacute;n m&eacute;s exigents amb la satisfacci&oacute; per l&#8217;atenci&oacute; al client de les marques, en el marc digital, a m&eacute;s de reduir despeses i centrar-se en l&#8217;experi&egrave;ncia client, s&#8217;estan implantant cada vegada m&eacute;s els xatbots . Saps que s&oacute;n? Anem a veure-ho.<\/span><\/div>\n","protected":false},"author":15,"featured_media":23785,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[113],"tags":[],"class_list":["post-3920","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-ca-2"],"acf":[],"dsm_author":{"name":"B3rtriz","avatar_url":"https:\/\/secure.gravatar.com\/avatar\/55cce72eebdf84af1d876317ada2ae9d3e58da4a2ecb496d40eaeb716d24e2d5?s=96&d=mm&r=g","archive_link":"https:\/\/v3rtice.srvcactus.com\/ca\/author\/beatriz\/","biodata":""},"dsm_categories":[{"term_name":"M\u00e0rqueting Digital","term_id":113,"term_link":"https:\/\/v3rtice.srvcactus.com\/ca\/category\/marketing-digital-ca-2\/"}],"dsm_attachment_categories":[],"dsm_featured_image":{"thumbnail":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/fotoblog-1-150x150.png","medium":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/fotoblog-1-300x267.png","medium_large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/fotoblog-1.png","large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/fotoblog-1.png","1536x1536":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/fotoblog-1.png","2048x2048":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/fotoblog-1.png","et-pb-post-main-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/fotoblog-1.png","et-pb-post-main-image-fullwidth":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/fotoblog-1.png","et-pb-portfolio-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/fotoblog-1.png","et-pb-portfolio-module-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/fotoblog-1.png","et-pb-portfolio-image-single":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/fotoblog-1.png","et-pb-gallery-module-image-portrait":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/fotoblog-1.png","et-pb-post-main-image-fullwidth-large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/fotoblog-1.png","et-pb-image--responsive--desktop":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/fotoblog-1.png","et-pb-image--responsive--tablet":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/fotoblog-1.png","et-pb-image--responsive--phone":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/fotoblog-1.png","full":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/fotoblog-1.png"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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