{"id":31982,"date":"2020-07-08T16:13:00","date_gmt":"2020-07-08T16:13:00","guid":{"rendered":"https:\/\/www.capgemini.com\/ar-es\/?p=31982"},"modified":"2025-03-28T09:10:13","modified_gmt":"2025-03-28T09:10:13","slug":"como-hacer-prosperar-tu-negocio-en-un-mundo-sin-contacto-fisico","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/ar-es\/insights\/expert-perspectives\/como-hacer-prosperar-tu-negocio-en-un-mundo-sin-contacto-fisico\/","title":{"rendered":"\u00bfC\u00f3mo hacer prosperar tu negocio en un mundo sin contacto f\u00edsico?"},"content":{"rendered":"\n<p><\/p>\n\n\n\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>\u00bfC\u00f3mo hacer prosperar tu negocio en un mundo sin contacto f\u00edsico?<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"https:\/\/prod.ucwe.capgemini.com\/ar-es\/wp-content\/uploads\/sites\/9\/2021\/08\/cg-logo-3.png?w=330?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">ÎÚÑ»´«Ã½<\/h5><h5 class=\"blog-date\">2020-07-08<\/h5><\/div><\/div><div class=\"brand-image\"> <\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/ar-es\/?p=31982\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/ar-es\/?p=31982&amp;text=\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/ar-es\/?p=31982&amp;text=\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<h4 class=\"wp-block-heading\" id=\"h-los-servicios-digitales-han-sido-fundamentales-para-facilitar-el-distanciamiento-social-durante-la-cuarentena-global-causada-por-covid-19-y-a-traves-de-un-mayor-uso-de-estos-se-ha-identificado-un-cambio-en-las-preferencias-de-los-clientes-quienes-externan-un-mayor-interes-por-realizar-compras-y-transacciones-financieras-via-remota\">Los servicios digitales han sido fundamentales para facilitar el distanciamiento social durante la cuarentena global causada por COVID-19 y, a trav\u00e9s de un mayor uso de estos, se ha identificado un cambio en las preferencias de los clientes quienes externan un mayor inter\u00e9s por realizar compras y transacciones financieras v\u00eda remota.<\/h4>\n\n\n\n<p>De ah\u00ed que las empresas se enfrenten a la necesidad de adoptar tecnolog\u00edas emergentes que les permitan cumplir con las expectativas de los consumidores al tiempo que garantizan la privacidad y seguridad de sus datos.<\/p>\n\n\n\n<p>Sin lugar a duda, la contingencia ha tra\u00eddo muchos cambios a la vida de las personas, entre ellos las pr\u00e1cticas sanitarias que han implementado en su rutina cotidiana y que probablemente permanecer\u00e1n en el futuro. Un aspecto evidente es la cautela con la que se relacionan no solo con otras personas, sino tambi\u00e9n con objetos y espacios compartidos a fin de reducir el contacto f\u00edsico al m\u00ednimo. Esta inquietud colectiva se refleja en la disminuci\u00f3n de asistencia a tiendas f\u00edsicas o sucursales bancarias, as\u00ed como en el incremento de operaciones en l\u00ednea.<\/p>\n\n\n\n<p>Una investigaci\u00f3n reciente de ÎÚÑ»´«Ã½<a href=\"#_ftn1\" id=\"_ftnref1\">[1]<\/a> indica que la tendencia del uso de tecnolog\u00edas para evitar el contacto f\u00edsico continuar\u00e1 en el futuro, pues 77% de los consumidores han aumentado el uso de estas, y 62% espera mantenerlo una vez superada la pandemia. Con ello, ÎÚÑ»´«Ã½ destaca cuatro oportunidades para las empresas: adoptar un enfoque de prueba y aprendizaje, recibir y analizar la retroalimentaci\u00f3n de los usuarios, asegurar el compromiso de los empleados y aprovechar los datos para dise\u00f1ar una mejor experiencia para el cliente.<\/p>\n\n\n\n<p>La prioridad ser\u00e1 que las organizaciones adopten diversas tecnolog\u00edas emergentes como las interfaces de voz, el reconocimiento facial y las aplicaciones para dispositivos m\u00f3viles, a fin de responder adecuadamente a las nuevas demandas del mercado.<\/p>\n\n\n\n<p>Las interfaces de voz ofrecen oportunidades \u00fanicas para establecer una relaci\u00f3n estrecha con los consumidores, no solo a distancia, sino tambi\u00e9n en lugares f\u00edsicos, desde tiendas departamentales y bancos, hasta oficinas de gobierno. El estudio de ÎÚÑ»´«Ã½ indica que 59% de los consumidores prefieren usar asistentes de voz en lugares p\u00fablicos para evitar el contacto f\u00edsico durante la pandemia, y 56% despu\u00e9s de ella. Esto promueve que las empresas no solo identifiquen los puntos de contacto para desplegar este tipo de interfaces, sino tambi\u00e9n que logren comprender los gustos de sus clientes para construir una experiencia personalizada, relevante y humana.<\/p>\n\n\n\n<p>Dentro de las aplicaciones de la biometr\u00eda se encuentra el reconocimiento facial, una tecnolog\u00eda que no solo moderniza los procesos de autentificaci\u00f3n, sino que tambi\u00e9n contribuye a garantizar los par\u00e1metros de salud en lugares f\u00edsicos, sustituyendo varios sistemas t\u00e1ctiles, incluyendo el uso de lectores de huellas digitales. El reporte de ÎÚÑ»´«Ã½ se\u00f1ala que 52% de los consumidores prefiere el reconocimiento facial en tiendas, bancos, aeropuertos y oficinas durante el panorama actual, y 39% lo seguir\u00e1 usando en la era posterior al COVID-19. Para las empresas, esto conlleva el desarrollo de un protocolo de acci\u00f3n para obtener el consentimiento de los consumidores en cuanto al uso de sus datos personales, mediante un proceso totalmente transparente, inform\u00e1ndolos sobre sus ventajas y brind\u00e1ndoles la opci\u00f3n de mantener otras maneras tradicionales de autentificaci\u00f3n y pago.<\/p>\n\n\n\n<p>El uso de aplicaciones m\u00f3viles, por su parte, es una opci\u00f3n cada vez m\u00e1s frecuente que permite a los usuarios utilizar su tel\u00e9fono personal para realizar transacciones y procesos de manera \u00e1gil y, sobre todo, evitando la interacci\u00f3n con dispositivos compartidos tales como terminales en puntos de venta y mostradores en las cajas. Tanto es as\u00ed que, de acuerdo con una investigaci\u00f3n sobre la automatizaci\u00f3n en tiendas<a href=\"#_ftn2\" id=\"_ftnref2\">[2]<\/a>, 73% de los consumidores se sienten c\u00f3modos al usar su dispositivo m\u00f3vil dentro de la tienda para buscar informaci\u00f3n de los productos, 70% para realizar pagos, y 66% para hacer compras.<\/p>\n\n\n\n<p>Asimismo, la m\u00e1s reciente investigaci\u00f3n de ÎÚÑ»´«Ã½ destac\u00f3 que 66% de los consumidores prefiere usar las aplicaciones m\u00f3viles en lugares f\u00edsicos durante la pandemia, y que 62% lo seguir\u00e1 haciendo una vez superada la crisis sanitaria. Para las organizaciones, esto representa la obligaci\u00f3n de garantizar la seguridad de los consumidores como parte integral del dise\u00f1o de las apps, as\u00ed como difundir las directrices necesarias para ayudar a sus clientes a utilizarlas adecuadamente.<\/p>\n\n\n\n<p>Si bien el escenario de un mundo sin contacto f\u00edsico plantea interrogantes para las empresas acerca de los retos que esto conlleva, tambi\u00e9n es cierto que les brinda un nuevo abanico de oportunidades para maximizar sus fortalezas y crear nuevas formas de interacci\u00f3n con sus clientes, que sean cada vez m\u00e1s personalizadas y satisfactorias. Al mismo tiempo, se debe tener en cuenta la importancia de salvaguardar la privacidad y seguridad de los datos de los clientes, para as\u00ed garantizar que estas tecnolog\u00edas contin\u00faen prosperando en el futuro.<\/p>\n\n\n\n<figure class=\"wp-block-image alignleft\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/ar-es\/wp-content\/uploads\/sites\/24\/2018\/09\/marc.png?w=400\" alt=\"\" class=\"wp-image-20784\"\/><\/figure>\n\n\n\n<p><strong><em>Marc Monsonego es Vicepresidente de ÎÚÑ»´«Ã½ M\u00e9xico, empresa l\u00edder global en consultor\u00eda, servicios de tecnolog\u00eda, y transformaci\u00f3n digital, ÎÚÑ»´«Ã½ est\u00e1 a la cabeza de la innovaci\u00f3n para enfrentar las oportunidades de sus clientes en el cambiante mundo de la nube, digital y plataformas.<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"#_ftnref1\" id=\"_ftn1\">[1]<\/a> COVID-19 and the age of the contactless customer experience: Winning the trust of consumers in a no-touch world, 2020, URL: <a href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2020\/05\/Touchless-Interface_V4.pdf\">https:\/\/www.capgemini.com\/wp-content\/uploads\/2020\/05\/Touchless-Interface_V4.pdf<\/a><\/p>\n\n\n\n<p><a href=\"#_ftnref2\" id=\"_ftn2\">[2]<\/a> Smart Stores. Rebooting the retail store through in-store automation, 2020, URL: <a href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2020\/01\/Report-%E2%80%93-Smart-Stores-1.pdf\">https:\/\/www.capgemini.com\/wp-content\/uploads\/2020\/01\/Report-%E2%80%93-Smart-Stores-1.pdf<\/a><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":336,"featured_media":31983,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"d3210ab7-e1ae-4dd4-a51d-1f77769cce47\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":false,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"_yoast_wpseo_primary_brand":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","featured_focal_points":""},"categories":[1],"tags":[],"brand":[],"service":[100],"industry":[],"partners":[],"blog-topic":[47],"content-group":[],"class_list":["post-31982","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","service-customer-experience","blog-topic-customer-experience"],"yoast_head":"<!-- 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