Atendimento ao cliente: tradicional ou digital?
Quando buscamos atendimento, normalmente estamos com algum problema urgente para resolver ou buscamos uma informação eficaz para nossas necessidades. Isso faz com que criemos altas expectativas na resolução desses casos.
▶▶▶ O que esperar da Tecnologia 5G?
Mas se tratando do tipo de atendimento, a escolha varia conforme cada pessoa. Os bem informados em termos digitais querem, especialmente, fazer negócios com empresas que os conhecem, entendem suas expectativas intimamente e projetam experiências que atendam às suas necessidades.
Uma nova pesquisa da Freshworks Inc., uma inovadora global em software de envolvimento do cliente, revela insights e tendências do consumidor que estão mudando a forma como as marcas no Brasil incrementam seu jogo no engajamento do consumidor.
O relatório “Novas regras de engajamento do consumidor – Brasil” em parceria com a Toluna, uma provedora líder de insights de consumidor para a economia sob demanda, entrevista mais de mil consumidores em seis estados – São Paulo, Rio de Janeiro, Bahia, Minas Gerais, Paraná e Rio Grande do Sul.
A ascensão dos multicanais
Com o uso crescente de dispositivos móveis, os pontos de toque multicanal tornaram-se um novo padrão no suporte ao cliente. Os clientes esperam experiências consistentes e personalizadas, independentemente do canal usado. A pesquisa revela que 35% dos entrevistados usam dois ou mais canais para alcançar uma marca. Os três principais canais de divulgação usados pelos brasileiros têm 30% de telefone, seguidos de e-mail e mídia social para 27% e 20% dos consumidores, respectivamente.
Chatbots emergindo como um meio preferido para os millenials
Por outro lado, a geração do milênio (faixa etária de 18 a 37 anos) está rapidamente adotando o chat como meio preferido para se conectar com as marcas, 70% nesta faixa etária interagiram com um chatbot e mais de 80% desse público estão satisfeitos ou satisfeitos muito feliz com a resposta que eles receberam.
Conhecimento, velocidade e contexto são as principais solicitações dos brasileiros
Quase um terço dos entrevistados disseram que esperam que o agente de suporte tenha conhecimento completo do produto ou serviço, 18% querem uma resolução rápida para a consulta e 15% esperam que, se a ligação passar para outro atendente, ele já tenha todo o contexto necessário para que não precisem se repetir enquanto conversam.
Empresas de mídia e entretenimento oferecem o melhor suporte ao cliente
De acordo com a pesquisa, os brasileiros consideram mídia e entretenimento, seguidos por empresas de telecomunicações e serviços financeiros para oferecer o melhor suporte no país. Quando questionados sobre as marcas que oferecem o melhor suporte ao cliente, o Banco Do Brasil, Nubank e Apple são as três marcas mais conhecidas.
“Hoje, os clientes sabem mais e esperam mais das empresas. Na Freshworks, sentimos que a premissa por trás da identificação de seu cliente é criar uma visão única, consolidar vários pontos de dados, provavelmente de repositórios diferentes, em uma visão única e coesa, para que você possa realmente se envolver com esse cliente”, disse Anand Venkatraman, vice-presidente de parcerias da Freshworks.
Por outro lado, os consumidores se preocupam com o longo tempo de espera, apesar do alto uso do telefone como meio de comunicação com as marcas. Mais de 30% dos entrevistados relatam que o tempo mais longo que tiveram para ficar no telefone para resolução é de mais de 30 minutos. Quase 77% disseram que as empresas não os notificam de forma proativa ou acompanham após levantar uma solicitação de suporte. Quando perguntados sobre o máximo de tempo que levaram para ter uma solicitação resolvida, a maioria dos entrevistados disse que demorou de dois a cinco dias por essa conclusão.
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