{"id":748,"date":"2019-01-28T09:00:39","date_gmt":"2019-01-28T07:00:39","guid":{"rendered":"https:\/\/www.creactivitat.cat\/?p=748"},"modified":"2026-08-17T23:02:27","modified_gmt":"2026-08-17T21:02:27","slug":"chatbots-como-estrategia-de-marketing","status":"publish","type":"post","link":"https:\/\/www.creactivitat.com\/ca\/chatbots-como-estrategia-de-marketing\/","title":{"rendered":"Chatbots, atenci\u00f3 instant\u00e0nia per a l&#8217;usuari"},"content":{"rendered":"<blockquote>\n<p style=\"text-align: center;\"><span style=\"font-family: Quicksand, sans-serif; font-size: 17.067px;\">La consolidaci\u00f3 de la <\/span><a style=\"font-family: Quicksand, sans-serif; font-size: 17.067px;\" href=\"https:\/\/www.creactivitat.com\/agencia\/solucions-mobils-barcelona\/\">tecnologia <em>mobile<\/em><\/a><span style=\"font-family: Quicksand, sans-serif; font-size: 17.067px;\"> ha portat l&#8217;afian\u00e7ament de les comunicacions instant\u00e0nies. Passem de connectar-nos a trav\u00e9s de dispositius i\/o amb persones preestablertes en un lloc fix, a conversar amb d&#8217;altres en qualsevol moment i lloc dins de la nostra particular rutina di\u00e0ria. \u00c9s el que denominem Missatgeria Instant\u00e0nia, afermada avui a nivell de m\u00e0rqueting a trav\u00e9s dels <\/span><em style=\"font-family: Quicksand, sans-serif; font-size: 17.067px;\">chatbots<\/em><span style=\"font-family: Quicksand, sans-serif; font-size: 17.067px;\">.<\/span><\/p>\n<\/blockquote>\n<p>Aquest tipus de sistemes han aconseguit alterar el comportament dels usuaris, buscant la<strong> immediatesa en les respostes i els resultats<\/strong>. El romandre a l&#8217;espera ja no entra dins de les nostres expectatives quotidianes. Circumst\u00e0ncia que est\u00e0 transformant per complet els serveis <strong>d&#8217;atenci\u00f3 al client tradicionals<\/strong>. Estem transitant de les tedioses cues en establiments f\u00edsics, o trucades telef\u00f2niques eternes amb <em>robocalls<\/em>; a xatejar de forma immediata a trav\u00e9s de <em>chatbots<\/em>, en les pr\u00f2pies <strong>p\u00e0gines corporatives<\/strong> o <strong>perfils socials<\/strong> de les principals companyies de productes i serveis.<\/p>\n<p>Els <em>chatbots<\/em> s\u00f3n sistemes de missatgeria instant\u00e0nia que funcionen generalment a partir de l&#8217;automatitzaci\u00f3 de missatges per <strong>intel\u00b7lig\u00e8ncia artificial<\/strong>. En primer lloc, a trav\u00e9s de preguntes especifiques, el sistema recapta informaci\u00f3 sobre l&#8217;inter\u00e8s de l&#8217;usuari per contactar amb la companyia. En segon lloc, a trav\u00e9s de la identificaci\u00f3 de paraules clau dins dels missatges dels usuaris, trasllada respostes preestablertes. El <em><strong>machine learning<\/strong><\/em> presa un paper rellevant dins d&#8217;aquests sistemes.<\/p>\n<p>La intel\u00b7lig\u00e8ncia artificial funciona a partir de dades. Un <em>big data<\/em> extret en el temps, de l&#8217;experi\u00e8ncia que aquests <em>chatbots<\/em> han pogut acumular. Del que es tracta \u00e9s de crear un <strong>sistema aut\u00f2nom<\/strong> que ofereixi solucions de forma m\u00e9s eficient que les que podrien arribar a oferir els propis responsables d&#8217;atenci\u00f3 al client. Aix\u00f2 no restringeix, tanmateix, que en un moment donat el propi sistema ofereixi a l&#8217;usuari la possibilitat de traslladar la seva consulta a una persona real, en casos m\u00e9s complexos.<\/p>\n<p>La informaci\u00f3 que aquests <em>chatbots<\/em> poden arribar a extreure resulta igualment profitosa per a dur a terme <strong>estrat\u00e8gies comercials<\/strong> dins de les plataformes en les quals estan integrats. D&#8217;aquesta forma \u00e9s el propi sistema el que s&#8217;encarrega, a trav\u00e9s de notificacions, d&#8217;enviar experi\u00e8ncies personalitzades a cada potencial client. Una t\u00e0ctica proactiva, alineada amb l&#8217;estrat\u00e8gia comercial i de marca que la pr\u00f2pia companyia tingui establerta a cada plataforma.<\/p>\n<p>Els <em>chatbots<\/em> es basen en el<em> big data<\/em>, per a aconseguir reduir costos en empreses amb un elevat volum de consultes. Un sistema que els brinda a m\u00e9s la possibilitat d&#8217;atacar a potencials clients a trav\u00e9s d&#8217;estrat\u00e8gies comercials basades en les seves experi\u00e8ncies passades. A major temps de perman\u00e8ncia en un chatbot, major coneixement tindr\u00e0 el sistema de les necessitats de l&#8217;usuari, amb les possibilitats que aix\u00f2 pressuposa a nivell estrat\u00e8gic i de vendes.<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/abelgonzalezlozano\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Abel Gonz\u00e1lez<\/em><\/a><\/p>\n<p><em>Departament de M\u00e0rqueting<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La consolidaci\u00f3 de la tecnologia mobile ha portat l&#8217;afian\u00e7ament de les comunicacions instant\u00e0nies. Passem de connectar-nos a trav\u00e9s de dispositius i\/o amb persones preestablertes en un lloc fix, a conversar amb d&#8217;altres en qualsevol moment i lloc dins de la nostra particular rutina di\u00e0ria. \u00c9s el que denominem Missatgeria Instant\u00e0nia, afermada avui a nivell de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1367,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"footnotes":""},"categories":[25,27],"tags":[],"class_list":["post-748","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-disseny-web","category-marketing-ca"],"acf":[],"mb":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Chatbots, atenci\u00f3 instant\u00e0nia per a l&#039;usuari &#8226; CREACTIVITAT<\/title>\n<meta name=\"description\" content=\"Chatbots, atenci\u00f3 instant\u00e0nia per a l&#039;usuari\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.creactivitat.com\/ca\/chatbots-como-estrategia-de-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Chatbots, atenci\u00f3 instant\u00e0nia per a l&#039;usuari &#8226; 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