Em situa\u00e7\u00f5es normais ningu\u00e9m tem gosto em ligar para os contact centers. As pessoas tem vidas preenchidas e um monte de prioridades onde gastar o seu tempo. Ligar para um contact center n\u00e3o \u00e9 certamente uma dessas prioridades. Ligam porque t\u00eam necessidade, porque algo as atormenta, preocupa ou desassossega. Geralmente essa ac\u00e7\u00e3o esta ligada a um gap nas expectativas dessas pessoas. Esperavam algo de um determinada empresa, institui\u00e7\u00e3o, servi\u00e7o que n\u00e3o se concretizou da forma que esperavam. \u00c9 sobre algumas dessas Expectation Gaps que vamos falar.<\/p>\n\n\n\n
Expectativas Comerciais – est\u00e3o relacionadas com a percep\u00e7\u00e3o do Cliente sobre a exist\u00eancia de uma diferen\u00e7a entre o que lhe foi oferecido e contratualizado e o que realmente lhe foi cobrado. E porque mexe na carteira motiva a liga\u00e7\u00e3o para o contact center. Muitas vezes tem como origem uma insuficiente explica\u00e7\u00e3o de quem vendeu e\/ou a n\u00e3o compreens\u00e3o de quem comprou. Novas ofertas comerciais disponibilizadas pelas empresas oferecendo melhores condi\u00e7\u00f5es do que as contratualizadas tamb\u00e9m gera desconforto e contacto. Assim como a cl\u00e1ssica primeira fatura de um servi\u00e7o, que por ser proporcional ao per\u00edodo do m\u00eas em que o servi\u00e7o foi usufru\u00eddo, gera confus\u00e3o nos clientes. A famosa “pro rate”.<\/p>\n\n\n\n
Esperavam algo de um determinada empresa, institui\u00e7\u00e3o, servi\u00e7o que n\u00e3o se concretizou da forma que esperavam<\/p><\/blockquote>\n\n\n\n
Expectativa com o Produto ou Servi\u00e7o – ocorre quando o Cliente considera que existe uma diferen\u00e7a entre o que comprou e o que lhe \u00e9, ou foi, entregue. Geralmente caracter\u00edsticas do servi\u00e7o (velocidade de internet contratada, consumos, cobertura, comparticipa\u00e7\u00f5es, etc) do produto (qualidade, desempenho, etc).<\/p>\n\n\n\n
Expectativa com o agente – quando o Cliente liga tem a expectativa que o motivo pelo qual o faz ser\u00e1 compreendido e resolvido nesse mesmo contacto. E personaliza essa expectativa no indiv\u00edduo que o atende. \u00c9 um momento entre dois indiv\u00edduos. Depois o que dificulta essa comunica\u00e7\u00e3o \u00e9 o que aumenta esse expectation gap: prepara\u00e7\u00e3o insuficiente do Agente, processos confusos, necessidade de escalar para algu\u00e9m, n\u00e3o resolu\u00e7\u00e3o no pr\u00f3prio contacto s\u00e3o algumas dessas dificuldades. Temos ainda a prolifera\u00e7\u00e3o dos agentes virtuais (bots e chat bots) que pretendem substituir as intera\u00e7\u00f5es humanas. Os passos t\u00eam sido largos e r\u00e1pidos mas ainda longe de fechar o gap nas expectativas do Cliente. At\u00e9 porque o homem consegue desafiar a m\u00e1quina.<\/p>\n\n\n\n
E a quest\u00e3o \u00e9 que quanto maior for esse “expectation gap” maior o impacto negativo nos principais indicadores de qualidade: satisfa\u00e7\u00e3o do cliente (Csat), resolu\u00e7\u00e3o no primeiro contacto (FCR), esfor\u00e7o necess\u00e1rio para ver a situa\u00e7\u00e3o resolvida (customer effort), recomenda\u00e7\u00f5es (NPS – net promoter score). Impactos em todos. Mas, acima de tudo, impacto nos Clientes.<\/p>\n\n\n\n
Importante entender e mapear a jornada de cliente de acordo com as suas expectativas em cada ponto de contacto ao longo dessa jornada<\/p><\/blockquote>\n\n\n\n
Como podemos fechar o gap?<\/p>\n\n\n\n
Come\u00e7ando pelo marketing: a abordagem deve ser feita por segmentos. Em que as ofertas s\u00e3o desenhadas e direccionadas para segmentos. O extremo da segmenta\u00e7\u00e3o \u00e9 a personaliza\u00e7\u00e3o. Apesar de muitos e honrosos esfor\u00e7os a personaliza\u00e7\u00e3o, enquanto “segment-based marketing” tem sido insuficiente. A personaliza\u00e7\u00e3o aumentar\u00e1 a sua efic\u00e1cia se estiver no \u00e2mbito do “Customer Care”.<\/p>\n\n\n\n
Importante entender e mapear a jornada de cliente de acordo com as suas expectativas em cada ponto de contacto ao longo dessa jornada.<\/p>\n\n\n\n
Para ajudar temos hoje dispon\u00edvel uma imensid\u00e3o de recursos tecnol\u00f3gicos que permitem recolher e tratar dados (inclusive em tempo real) como nunca antes.<\/p>\n\n\n\n
Se conseguirmos juntar \u00e0 segmenta\u00e7\u00e3o, modela\u00e7\u00e3o, sistematiza\u00e7\u00e3o e tecnologia a indispens\u00e1vel capacidade das pessoas entenderem as expectativas das outras pessoas a\u00ed fechamos, ou reduzimos ao m\u00ednimo, o “expectation gap”.<\/p>\n","protected":false},"excerpt":{"rendered":"
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Expectation Gap | 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\/expectation-gap\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Expectation Gap\" \/>\n<meta property=\"og:description\" content=\"Em situa\u00e7\u00f5es normais ningu\u00e9m tem gosto em ligar para os contact centers. As pessoas tem vidas preenchidas e um monte de prioridades onde gastar o seu tempo. Ligar para um contact center n\u00e3o \u00e9 certamente uma dessas prioridades. Ligam porque t\u00eam necessidade, porque algo as atormenta, preocupa ou desassossega. 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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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