Aplicación de una estrategia onmicanal en telecomunicaciones

estrategia-onmicanal-comarchLos operadores de telecomunicaciones pueden obtener interesantes beneficios si implementan una estrategia onmicanal en su estrategia de mercado. El uso de más de un canal no es nada nuevo. Los minoristas del siglo veinte, como Sears, ya entregaban sus productos con éxito tanto a través de catálogos por correo como a través de tiendas físicas. Los pedidos por Internet permiten a los minoristas cambiarse a una estrategia multicanal, mientras que las plataformas de las redes sociales se han convertido en completos canales de autoservicio.

El método multicanal se centra en lanzar canales adicionales para servir a los clientes, a menudo con distintos departamentos que utilizan diferentes tecnologías para ejecutar estrategias diferenciadas para cada canal. El método omnicanal se centra en ofrecer al cliente una experiencia perfectamente integrada, independientemente del canal. Los clientes pueden elegir el canal más cómodo y cambiar a cualquier otro canal en una sola transacción y sin repetir acciones. El número de canales es el mismo en los enfoques multicanal y omnicanal, pero el omnicanal sitúa al cliente en el centro e introduce la comunicación perfectamente integrada entre los canales.

Este reporte explora por qué ahora es el momento adecuado para que los operadores de telecomunicaciones lancen su estrategia onmicanal y cuáles serían las ventajas obtenidas de llevarla a cabo de forma correcta.

Rafael A. Junquera
Cuenta con más de 16 años de experiencia cubriendo el sector de las telecomunicaciones para América Latina. El Sr. Junquera ha viajado constantemente alrededor del mundo cubriendo los eventos de mayor relevancia para la industria en América, Europa y Asia. Su experiencia académica incluye un BA en periodismo escrito por la Universidad de Suffolk en Boston, MA, y un Master en Economía Internacional en la misma institución.

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