Tell us a little about yourself. What does your job at Telefónica involve?
Since September 2024, I have been in charge of the logistics and technical service area and, since January, I have also been responsible for the fixed assets area. However, in my position I am a logistics and technical service supervisor, I am in charge of monitoring and controlling the repair time of the equipment, solving the complaints made to us by customers before the regulatory body, and I also check that all the reception and delivery of the equipment to and from the premises is done on time and correctly.
What are the key elements of customer service?
The main way to serve the customer is to be empathetic, which helps us to provide a more personalised service and thus be able to offer adequate attention.
How has customer service evolved with the advance of digital transformation?
I think it has come on leaps and bounds. Before, customer service was only face-to-face. The only way for them to communicate with the customer was for retention issues, that is, when the customer wanted to cancel their mobile phone contract with us.
The contracts were lots of sheets of paper where the customer had to sign about 5 times.
When there were problems with the system, physical invoicing was used.
Nowadays, customers have many ways of being attended to: WhatsApp, online, call centre, face-to-face, among others.
These new methods of service create a closer relationship between those of us who are part of the company and the customer.
How does customer service influence a company’s image?
Customers feel part of the company, they are the driving force behind it and this allows them to demand better service, which has even given us guidelines for improving our service, even modifying processes.
What can companies do to offer better customer service?
I think the best way is to have the customer as the nucleus around which everything revolves. He is our centre and he is the one who makes our business revolve and it makes sense to be able to offer him not only communication but also to experience moments.
How can user satisfaction be improved?
By listening, I think that’s the key. If we tell them or even recite the processes to them, they’re not going to be interested. What they want is to be listened to and for us to provide a solution.
What have social networks contributed in this field?
Social networks bring us a greater degree of closeness and the customer can have answers practically online and not with so much waiting time for a solution.
Will the development and evolution of artificial intelligence change customer service in the future?
I think it will change a lot, as customers will be able to get answers online, which will generate immediate service.
Who do you consider to be a star at their job at Telefónica?
My manager, Mildred Valencia, is very organised and knows a lot about technology. She is also very active on social media.
