Em 2008 os cientistas, mas tamb\u00e9m m\u00fasicos, Limb e Braun estudaram, atrav\u00e9s de resson\u00e2ncias magn\u00e9ticas, o c\u00e9rebro de um grupo de m\u00fasicos de jazz. Na pr\u00e1tica este exame mostrava a irriga\u00e7\u00e3o do c\u00e9rebro dos participantes: quanto maior a quantidade de sangue numa determinada \u00e1rea do c\u00e9rebro maior a sua atividade. Os cientistas descobriram que as \u00e1reas mais irrigadas do c\u00e9rebro diferiam quando os m\u00fasicos seguiam uma partitura ou quando improvisavam.<\/p>\n\n\n\n
Quando seguiam uma partitura a \u00e1rea do c\u00e9rebro mais ativa era aquela mais relacionada com o sentido cr\u00edtico individual. \u2018Estou a fazer bem?\u201d \u201cN\u00e3o posso falhar\u201d. Por outro lado, quando os m\u00fasicos improvisavam a zona do c\u00e9rebro mais ativa era aquela mais relacionada com a linguagem e criatividade. O ponto de destaque, para mim, \u00e9 que este grupo de m\u00fasicos quando improvisavam n\u00e3o inventaram novas notas musicais, nem tocaram m\u00fasicas estranhas oriundas de um outro planeta. Tocaram um jazz puro e igualmente bem executado, mas com maior criatividade. Quando inquiridos os m\u00fasicos revelaram maior prazer e realiza\u00e7\u00e3o quando tocaram de improviso. Na mesma ocasi\u00e3o foi tamb\u00e9m inquirida uma plateia de indiv\u00edduos, apreciadores de m\u00fasica e particularmente de jazz, que assistiram \u00e0s performances dos m\u00fasicos. A empatia e liga\u00e7\u00e3o emocional foi tamb\u00e9m maior com as partes tocadas de improviso. Foram posteriormente executados estudos semelhantes com rappers e artistas de teatro. Os resultados foram em tudo semelhantes.<\/p>\n\n\n\n
E \u00e9 aqui que gostaria de transpor esta experi\u00eancia para o mundo dos contact centers. Uma atividade muito conotada com a repeti\u00e7\u00e3o, com o seguimento de processos bem definidos e suportado por scripts de atendimento. Os operadores, se equiparados ao papel de m\u00fasicos, tocam sempre de acordo com as partituras e sem poder fugir uma nota que seja. Quem recorre aos contact centers, muitas vezes depois de passar por assistentes virtuais e pelas m\u00fasicas de espera, chega a um operador de \u201cpartitura\u201d. Esta ser\u00e1, por certo, uma das raz\u00f5es para a mais comum das acusa\u00e7\u00f5es dos clientes: parecem robots!<\/p>\n\n\n\n
Mas ent\u00e3o advogo que devemos deixar estes profissionais \u201c\u00e0 solta\u201d sem scripts e a atender os clientes de \u201cimproviso\u201d?<\/p>\n\n\n\n
N\u00e3o devemos confundir improviso com bandalheira ou aus\u00eancia de regras<\/p><\/blockquote>\n\n\n\n
Aten\u00e7\u00e3o que n\u00e3o devemos confundir improviso com bandalheira ou aus\u00eancia de regras. Antes pelo contr\u00e1rio. Como escrevi atr\u00e1s os m\u00fasicos de jazz que tocam de improviso (ou os rappers ou artistas de teatro que improvisam) s\u00e3o excelentes na arte que desempenham. Na verdade, o improviso obriga a conhecimento profundo das mat\u00e9rias. Ningu\u00e9m pode falar ou responder satisfatoriamente sobre o que n\u00e3o domina. O improviso obriga tamb\u00e9m a foco. Foco em si mesmo, no conhecimento e no outro. No caso dos artistas, o outro \u00e9 o colega com o qual divide o palco (no final tem de tocar e performar harmoniosamente) mas tamb\u00e9m garantir a satisfa\u00e7\u00e3o de quem assiste. O improviso obriga ainda a muita forma\u00e7\u00e3o e treino.<\/p>\n\n\n\n
Obriga a muito trabalho de base e maturidade de todos os intervenientes<\/p><\/blockquote>\n\n\n\n
Retirar a \u201cpartitura\u201d nos contact centers \u00e9 poss\u00edvel. Mas \u00e9 algo muito exigente. Obriga a muito conhecimento, forma\u00e7\u00e3o intensa e muita pr\u00e1tica. Obriga ao dom\u00ednio das mat\u00e9rias, mas tamb\u00e9m ao conhecimento do cliente e como o interpretar, interagir e satisfazer. Obriga a muito trabalho de base e maturidade de todos os intervenientes.<\/p>\n\n\n\n
Mas por outro lado pode ser maravilhoso. A satisfa\u00e7\u00e3o e sentido de realiza\u00e7\u00e3o do operador \u00e9 muito maior assim como a satisfa\u00e7\u00e3o do cliente, que gosta de falar com quem sabe falar com naturalidade e conhecimento de causa e sem soar a robot. Se quisermos traduzir para a linguagem da atividade dos contact centers podemos dizer que os impactos no employee engagement e reten\u00e7\u00e3o de colaboradores s\u00e3o muito positivos a juntar \u00e0s m\u00e9tricas de satisfa\u00e7\u00e3o dos clientes. E a boa not\u00edcia \u00e9 que j\u00e1 h\u00e1 gente a trabalhar desta forma e com experi\u00eancia a p\u00f4-la a funcionar em contact centers. E \u00e9 muito bom.<\/p>\n","protected":false},"excerpt":{"rendered":"
Em 2008 os cientistas, mas tamb\u00e9m m\u00fasicos, Limb e Braun estudaram, atrav\u00e9s de resson\u00e2ncias magn\u00e9ticas, o c\u00e9rebro de um grupo de m\u00fasicos de jazz. Na pr\u00e1tica este exame mostrava a irriga\u00e7\u00e3o do c\u00e9rebro dos participantes: quanto maior a quantidade de sangue numa determinada \u00e1rea do c\u00e9rebro maior a sua atividade. Os cientistas descobriram que as […]<\/p>\n","protected":false},"author":19,"featured_media":3454,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"0","ocean_custom_header_template":"0","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"0","ocean_menu_typo_font_family":"0","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"0","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":""},"categories":[71,102],"tags":[146,174,169,147,176,184,178,185,154],"class_list":["post-3447","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contact-center-pt-pt","category-ladislau-batalha-pt-pt","tag-146","tag-atendimento","tag-contact-center-pt-pt","tag-customer-experience","tag-experiencia","tag-improvisacao","tag-relacionamento-com-cliente","tag-scripts","tag-tendencias","entry","has-media"],"acf":[],"yoast_head":"\n
A Arte e Ci\u00eancia do Improviso | CXBlog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cxblog.com\/pt-pt\/a-arte-e-ciencia-do-improviso\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Arte e Ci\u00eancia do Improviso\" \/>\n<meta property=\"og:description\" content=\"Em 2008 os cientistas, mas tamb\u00e9m m\u00fasicos, Limb e Braun estudaram, atrav\u00e9s de resson\u00e2ncias magn\u00e9ticas, o c\u00e9rebro de um grupo de m\u00fasicos de jazz. Na pr\u00e1tica este exame mostrava a irriga\u00e7\u00e3o do c\u00e9rebro dos participantes: quanto maior a quantidade de sangue numa determinada \u00e1rea do c\u00e9rebro maior a sua atividade. 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Batalha\"},\"description\":\"Founder of LAB Experience @ LAB Experience - Ladislau \u00c1lvares Batalha is the founder and Managing Director at LAB Experience. He is Senior executive with a 20+ solid international career developed in multinational companies, with significant achievements working in Customer Experience, Customer Relationship Management, Customer Care and Remote Sales (Telemarketing, Websales and Service to Sales). Entrepreneurial, proactive, creative and result-oriented with a long history of success in restructuring initiatives, building customer care support systems and processing optimization, conducted in Europe, the Middle East and South America. Considerable experience working in global and multicultural environments. Significant and relevant experience across several industries: Telecom, Banks, Insurance, Retail, Hospitality and Fintech. Extensive experience driving and implementing selfcare and automation strategies (chat, mail, site, IVR, smartphones) at Etisalat, T-Mobile International, ZON, Vodafone, Nextel and Teleperformance. Several individual and services awards in different categories and countries. 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