Tips & Tricks #2: Agentes Zia en Zoho CRM: ¿Qué son los agentes de IA?

Los agentes de IA son entidades digitales autónomas impulsadas por inteligencia artificial que pueden actuar de forma similar a un empleado humano.

Los chatbots convencionales y la IA generativa pueden proporcionar información o redactar contenido, y normalmente trabajan dentro de límites predefinidos o generan respuestas a partir de una entrada. En cambio, los agentes de IA están diseñados para trabajar de manera autónoma: ejecutan tareas, toman decisiones según el contexto, funcionan como asistentes digitales y aprenden de forma continua.

Zoho CRM ofrece la posibilidad de incorporar Agentes Zia en tu CRM. Puedes crear estos agentes en Zia Agents según las necesidades específicas de tu empresa y desplegarlos posteriormente en Zoho CRM.

¿Cómo puedes utilizar los agentes de IA en tu CRM?

Estos son algunos ejemplos de cómo los agentes de IA pueden trabajar dentro de Zoho CRM.

Agente SDR (Representante de Desarrollo de Ventas)

Puedes disponer de un agente de IA que desempeñe el trabajo de un Sales Development Representative (SDR), una figura clave para iniciar y mantener las relaciones con los clientes.

Este agente puede encargarse de las primeras fases del proceso de ventas, como:

• Investigar clientes potenciales.

• Responder consultas.

• Calificar prospectos.

• Interactuar con clientes potenciales.

• Verificar que los leads sean adecuados para el producto o servicio.

Cuando los procesos manuales generan ineficiencias, retrasos o hacen que se pierdan oportunidades, un agente SDR resuelve este problema automatizando las tareas esenciales del SDR, permitiendo mantener un proceso de atención al cliente altamente personalizado y eficiente.

Agente de Entrenamiento Comercial (Sales Coach)

Consideremos algunos escenarios:

• Un representante de ventas necesita módulos de formación personalizados para desarrollar sus habilidades.

• Un gerente de ventas quiere analizar el comportamiento de los clientes y recibir comentarios personalizados en tiempo real, además de recomendaciones prácticas para mejorar la eficacia comercial y aumentar el cierre de oportunidades.

• Un nuevo comercial necesita asesoramiento en tiempo real durante las interacciones de venta para adaptar su enfoque y maximizar sus posibilidades de éxito.

• Un responsable de éxito del cliente desea que el agente simule presentaciones comerciales y proporcione comentarios para perfeccionar su discurso y ganar confianza.

Todo esto es posible mediante un agente Sales Coach dentro de tu CRM.

El Sales Coach trabaja exclusivamente en el módulo Deals (Oportunidades), proporcionando comentarios en tiempo real basados en los detalles y el progreso de cada oportunidad.

Entre sus funciones se incluyen:

• Proporcionar estrategias y recomendaciones específicas para cada contexto.

• Mejorar el rendimiento del equipo mediante conversaciones de una sola interacción.

• Asesorar sobre cómo gestionar las conversaciones con los clientes.

• Recomendar el tono y el estilo de comunicación más adecuados para cada presentación comercial.

• Ayudar a que el equipo conecte de forma más eficaz con cada cliente.

Agente de Creación de Presupuestos (Quote Creation Agent)

Este agente genera presupuestos automáticamente a partir de la información de una oportunidad.

En lugar de crear presupuestos manualmente, un representante comercial puede activar el agente para que:

• Cree el presupuesto automáticamente.

• Complete los campos correspondientes.

• Utilice formatos predefinidos.

Agente Gestor de Cuentas (Account Manager)

Este agente ayuda a los responsables de éxito del cliente identificando cuentas con riesgo de abandono y proponiendo acciones proactivas para su retención.

Puede activarse automáticamente cuando se cumplen determinadas condiciones, como:

• Disminución de la actividad comercial.

• Renovaciones retrasadas.

• Escalaciones de incidencias al equipo de soporte.

Disponibilidad y permisos

Ediciones compatibles:

• Professional y superiores.

Centros de datos compatibles:

• Estados Unidos (US)

• India (IN)

• Europa (EU)

• Australia (AU)

Los usuarios con el permiso Zia Agents – Manage Configuration pueden configurar agentes en Zoho CRM. 

  Consulta la disponibilidad de la funcionalidad y sus límites según tu edición.

Despliegue de agentes en Zoho CRM

El despliegue de un agente en Zoho CRM consta de dos pasos.

Paso 1: Crear (o contratar) el agente en Zia Agents

En este paso defines:

• El propósito del agente.

• Sus instrucciones.

• Su base de conocimiento.

• Los grupos de herramientas (Tool Groups) asociados.

• Las conexiones necesarias.

Si no deseas crear un agente desde cero, puedes contratar uno ya preparado desde Agent Store.

Una vez creado o contratado, debes probarlo utilizando datos de ejemplo de tu CRM directamente desde Zia Agents antes de desplegarlo.

Paso 2: Desplegar el agente en Zoho CRM

Cuando el agente esté listo, puedes desplegarlo en el CRM mediante uno de estos dos métodos.

Despliegue mediante Connection

El agente se despliega configurando las conexiones y asignando los parámetros de las herramientas.

En este modo:

• Todas las acciones realizadas por el agente quedan registradas con la identidad del usuario que realizó el despliegue.

• El agente no dispone de una identidad propia dentro del CRM.

Despliegue como Empleado Digital (Digital Employee)

En este caso, el agente se crea como una entidad independiente dentro del CRM.

Dispone de:

• Un rol propio.

• Un perfil propio.

• Una dirección de correo exclusiva con el dominio @ziaagent.ai, gestionada mediante Zoho Directory.

Todas las acciones realizadas quedan registradas bajo la identidad del propio agente, lo que proporciona:

• Mayor trazabilidad y auditoría.

• Control de acceso basado en roles.

• Gestión precisa de los permisos y recursos a los que el agente puede acceder.

Configuración tras el despliegue

Una vez desplegado, el agente aparece en la pestaña Agents de Zoho CRM:

Configuración (Setup) → General → Agents

Desde allí puedes:

• Configurar las condiciones de activación del agente.

• Asignar los parámetros de las herramientas.

• Controlar dónde y cuándo actuará el agente.

Para conocer todo el proceso de configuración, consulta la guía Configuración de Zia Agents en Zoho CRM.

Beatriz Moya | Zoho España

Zoho Software Trading SL

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