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"value" => "<p><strong>Recientemente el </strong><a href="https://www.clubexcelencia.org/"><strong>Club Excelencia en Gestión</strong></a><strong> ha organizado un encuentro bajo el marco del Foro de IA, un grupo de trabajo de reciente creación sobre inteligencia artificial que se apoya en la metodología del benchmarking con la que el Club trabaja de forma habitual. Titulado ‘</strong><a href="https://www.clubexcelencia.org/conocimiento/plataforma-de-conocimiento/documentacionforo-de-ia-ia-y-experiencia-de-cliente-cx"><strong>IA y experiencia de cliente: CX Revolution</strong></a><strong>’, ha sido dinamizado por Juan Carlos Alcaide, consultor experto en Experiencia Cliente y digitalización de ésta.</strong></p><p> </p><p>Como explicó el ponente, la IA generativa está marcando un antes y un después en la <strong>experiencia de cliente</strong> (customer experience o CX). <em>“A diferencia de la IA predictiva, que se centra en analizar datos históricos para anticipar comportamientos y tendencias, la IA generativa tiene la capacidad de crear contenido original, soluciones personalizadas e interacciones innovadoras en tiempo real. Esto incluye la generación de textos, imágenes, videos e incluso conversaciones, lo que permite un grado de personalización sin precedentes</em>”.</p><p>Alcaide comentó que esta tecnología está profundamente vinculada con el <em>big data, </em>el <em>machine learning </em>y el<em> deep learning</em>. <em>“El big data proporciona los datos necesarios para que los modelos de IA generen conocimiento profundo sobre los clientes. El machine learning permite que estos sistemas aprendan y mejoren a medida que acumulan más interacciones, y el deep learning asegura que estos aprendizajes sean cada vez más precisos y humanos”.</em></p><p>Teniendo esto en cuenta, las organizaciones deben buscar una <strong>experiencia de cliente diana</strong>, es decir, que cada interacción sea completamente precisa y personalizada. Y para ello, Alcaide recomienda apoyarse en las Nuevas Siete P's de la experiencia de cliente:</p><ol><li><strong>Precisión</strong>: Proporcionar la oferta correcta en el momento adecuado. </li><li><strong>Predicción</strong>: La IA generativa refuerza la capacidad predictiva al anticipar no solo comportamientos, sino también necesidades futuras basándose en patrones complejos.</li><li><strong>Personalización Extrema</strong>: En nuestro día a día utilizamos plataformas que utilizan IA generativa para recomendar productos y contenido basándose en el comportamiento previo. Pero en los próximos años, veremos una personalización aún más precisa y emocionalmente conectada.</li><li><strong>Privacidad</strong>: Garantizar la privacidad de los datos se vuelve crucial, sobre todo cuando se utilizan datos cada vez más sensibles para personalizar las interacciones.</li><li><strong>Previsión</strong>: La IA generativa permitirá predecir no solo tendencias de compra, sino también posibles reclamaciones y morosidad. Esto proporcionará a las empresas la capacidad de actuar antes de que un problema escale.</li><li><strong>Permanencia y retención</strong>: Mantener a los clientes es clave. La IA generativa puede ayudar a personalizar ofertas de retención y aumentar la lealtad mediante interacciones significativas, impulsadas por la comprensión profunda de los deseos y necesidades individuales.</li><li><strong>Participación</strong>: Las marcas como Zara ya involucran a sus clientes en procesos creativos. Con la IA generativa, esta participación puede escalar a nuevas alturas, permitiendo que los clientes diseñen productos o personalicen servicios en tiempo real.</li></ol>"
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