El 15 de marzo, tercer sábado del mes, se celebra el Día del Consumidor, una de las fechas más esperadas del año. En 1976, México promulgó la Ley Federal de Protección al Consumidor (LFPC), estableciendo la Procuraduría Federal del Consumidor como la entidad responsable de salvaguardar los derechos de los consumidores, prevenir abusos y garantizar relaciones de consumo equitativas. Con esta medida, México se convirtió en el primer país de América Latina en crear una procuraduría y el segundo en contar con una legislación específica en la materia.
Sin embargo, con la revolución de la inteligencia artificial (IA) y el protagonismo del cliente, la atención al consumidor ha tomado un rol fundamental en esta fecha. Hoy en día, captar la atención de los clientes es cada vez más desafiante, lo que obliga a las marcas a elevar su creatividad e integración tecnológica. El comercio conversacional se ha convertido en una herramienta esencial para conectar con los consumidores y brindarles un servicio excepcional mediante la IA.
Compradores en tienda física vs. compradores en línea
Antes de hablar de estrategias digitales, es importante entender los hábitos de compra de los consumidores en México:
- Tiendas físicas: El 92% de los consumidores en América Latina, incluyendo México, realizan sus compras en tiendas físicas.
- Compras en línea: El 63% de los consumidores optan por compras en línea.
- Omnicanalidad: El 78% de los consumidores combinan ambos formatos, utilizando estrategias omnicanal para sus compras.
Productos más vendidos en cada canal
- En línea:
- Salud y Belleza (perfumes y fragancias corporales han crecido un 64%).
- Moda (playeras, bolsas y pulseras con un aumento del 40%).
- Productos para mascotas.
- En tiendas físicas:
- Alimentos y comestibles.
- Ropa y calzado (por la posibilidad de probarse los artículos antes de comprarlos).
- Electrónicos y electrodomésticos (por la asesoria personalizada y experiencia del producto).
La IA como clave en la interacción con el consumidor
De acuerdo con un estudio de Capterra realizado en mayo de 2024, el 73% de los profesionales de atención al cliente en México percibe un impacto positivo de la inteligencia artificial en la experiencia del consumidor, mientras que un 10% lo considera altamente positivo. Además, el 68% de los consumidores en México opina que los chatbots deberían proporcionar una experiencia equiparable a la de un agente humano.
Para aprovechar el Día del Consumidor y mejorar la interacción con los clientes, Renata Martins, Gerente de Customer Success en Gupshup, nos ofrece estos consejos:
1. Concéntrate en la atención de tu cliente
Hablar con los consumidores de manera precisa y personalizada es clave. Para ello, las herramientas de IA deben comprender las señales que hacen que las conversaciones sean más naturales y atractivas. Las empresas pueden utilizar algoritmos de aprendizaje automático para identificar patrones de comportamiento y ofrecer contenido y productos relevantes. Además, el análisis de datos puede ayudar a mejorar la experiencia del usuario y la oferta de productos y servicios.
2. Cada conversación importa
Las conversaciones generan confianza, rompen barreras, inspiran nuevas ideas e impulsan la innovación. Para fidelizar al consumidor, es fundamental crear contenido genuino y personalizado. En Gupshup, transformamos la experiencia del cliente mediante diálogos significativos porque toda conversación importa.
3. Aprovecha la IA de agentes
La IA agéntica permite crear conversaciones personalizadas y adaptar respuestas con mayor contexto, naturalidad y relevancia. A diferencia de las IA tradicionales, una IA agéntica puede almacenar información relevante y mantener el contexto durante toda la conversación, logrando un diálogo fluido y coherente.
Ejemplos exitosos incluyen:
- Petromin (automotriz saudí) con una solución de atención al cliente por WhatsApp.
- Reserva (moda) con un agente para el descubrimiento de productos.
- Marca de especias india con un asistente que proporciona recetas de comida.
4. Evita la tasa de abandono del carrito de compra en WhatsApp
La personalización del comercio electrónico es clave para convertir a consumidores indecisos. La IA agéntica humaniza el proceso de compra digital, permitiendo interacciones en tiempo real similares a una atención presencial. Responder a las dudas de los clientes justo en el momento en que están por abandonar su carrito puede ser la clave para cerrar la venta.
Reflexión final
El Día del Consumidor es una oportunidad estratégica para las marcas que buscan reforzar su relación con los clientes. A medida que la inteligencia artificial sigue evolucionando, su impacto en la experiencia del cliente se hace más evidente. La clave para las empresas radica en saber integrar esta tecnología para crear conversaciones significativas que impulsen la confianza, la lealtad y las ventas.
En un mundo donde el consumidor tiene el control, la IA conversacional no es solo una herramienta, sino un diferenciador clave para las marcas que buscan destacar. ¡El futuro de la atención al cliente ya está aquí!
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