The Technological Revolution has transformed the ways of relating and communicating between human beings, markets, and businesses. In the past, market strategies were focused on more direct contact between Customers and Suppliers, most business meetings and meetings were face-to-face and face-to-face, customer service organizations had faces, names, feelings and emotions. Customer-Provider relationships were more than just selling or buying a good or service, important emotional connections were achieved, and the empathy needed to add value in business relationships and therefore in the sale.
The satisfaction of a Client with a product was more than the satisfaction produced by the consumption of the good or product, the experience lived during the contact established with the representatives and the environment of the company contributed to the quality perceived by the User or Client, the quality was represented by the Product + lived experience. The positive memory of the lived experience was what made the user return to the store or company, and remember the brand.
Nowadays with the evolution of technologies, social networks, the internet and web developments, you can conduct instant business with companies and clients distantly located and scattered around the world, interact with culturally different people, carry out commercial transactions and alliances with Companies operating in other countries without having to physically travel to these remote sites, this is undoubtedly a great advance, and one that has contributed to globalization and interdependence between the economies and markets of the world.
However, relationships are becoming more impersonal, the use of smart programs and computers capable of interpreting user responses, and inferring to direct communications to the corresponding levels of solutions without person-person intervention and interaction, that is, The new model of commercial relations is between Machine-Person, on the one hand, networks with powerful servers and computers with sophisticated systems and programs, and on the other, the Client, who intends to carry out a commercial purchase-sale transaction.
Selling and buying on the Internet is becoming easier and more and more massive every day, displacing direct person-person relationships to the background, and increasing user frustrations trying to achieve direct contact with a human being who can understand the human motivations and solving those things that frequently asked questions and computer systems can't.
Present and future generations have been perfectly conditioned to perform perfectly in the extensive use of social networks and the use of the Internet. Likewise, companies design their marketing and commercialization strategies based on the use of the Internet, which makes relations difficult due to the impersonal nature of the Internet. Suppliers of Products and Services do not have faces, they are invisible, inhuman, logical but ignorant. Due to human complexity, it is almost impossible to achieve customer and user loyalty to the brand, the Buy-Sell process is a completely mechanical process without human interaction between the parties involved in the commercial transaction.
Companies and their competition strategies invest significant resources in designing their web pages that look attractive and with information of interest that captures the attention of users as long as possible connected to their website, that the user experience is pleasant while connected and allow the experience to be repeated multiple times. Likewise, sophisticated systems are developed capable of conducting market and business intelligence, and inferring the preferences and needs of customers, based on the pages they visit and the products they review during the duration of the connection.All this information collected during visits to the sites and the registration information that the systems collect allows you to customize the promotions and advertisements that are sent to the email addresses on cell phones, social networks such as Facebook and others.
So far, everything has gone well for companies and apparently it has been relatively easy, because the whole process has been based on attractive web pages, powerful automated systems and intelligent databases capable of recording the information of each visit and learning from them, inferring about the preferences and tastes of the buyers, and store all this valuable information which forms its fundamental basis of marketing.
Things start to get complicated in the post sale, in those situations where the systems are not able to infer and that often happen because the human being is not entirely predictable, what he liked yesterday displeases him today, what in the morning He found it attractive already in the afternoon it seems detestable, and of course it is not the same to see a product in photography as to have it in your hands, perceive its texture, smell, taste, etc.
He said that things get complicated in the post sale, when a client, buyer or user requires the human presence to express a complaint, situation or experience. At this moment the frustration of the clients begins when it is almost impossible to converse with a human being on the seller's side capable of listening to him and solving the discomfort that the automated system has been unable to solve. This situation collapses all the castles created during the buying and selling process, which could have resulted in a satisfactory experience which generated high expectations.
When these situations occur, companies must have an easy and expeditious process that allows customers and users to communicate with a service specialist who resolves customer complaints and requests.
For many companies and companies their Business Models end with the closing of a purchase-sale transaction, their models assume that their computerized systems are capable of handling any complexity and claims, thus excluding any possibility of direct contact with their representatives. They have aggressive marketing programs, but they lack a strong organizational structure and customer-oriented processes that move at the same rate, resulting in missynchronization of speeds as marketing moves versus support organizations.
Nowadays, the revision of the Business Models that allow human intervention during post-sale in those situations where the systems are still incapable of handling and that clients desperately demand human intervention as a mechanism to solve their doubts, cannot be postponed., complaints and concerns, even with the advancement of technologies, humans demand the presence of human faces in transactions.
