{"id":391576,"date":"2022-03-16T08:00:38","date_gmt":"2022-03-16T15:00:38","guid":{"rendered":"https:\/\/blog.webex.com\/uncategorized-pt-br\/como-resolver-o-trilema-da-experiencia-do-cliente\/"},"modified":"2022-03-16T08:00:38","modified_gmt":"2022-03-16T15:00:38","slug":"como-resolver-o-trilema-da-experiencia-do-cliente","status":"publish","type":"post","link":"https:\/\/blog.webex.com\/pt-br\/experiencia-do-cliente\/como-resolver-o-trilema-da-experiencia-do-cliente\/","title":{"rendered":"Como resolver o trilema da experi\u00eancia do cliente"},"content":{"rendered":"<p><em>Saiba como a resolu\u00e7\u00e3o, a empatia e as comunica\u00e7\u00f5es relevantes podem impulsionar a fidelidade do cliente e transformar seu resultado final.<\/em><\/p>\n<p>Falamos recentemente com mais de 2.000 consumidores para entender melhor o que torna uma experi\u00eancia verdadeiramente excelente para o cliente com uma marca.<\/p>\n<p>O maior aprendizado? Se voc\u00ea quer ganhar a fidelidade do cliente e melhorar seus resultados, cada intera\u00e7\u00e3o com o cliente deve incluir tr\u00eas coisas:<\/p>\n<ol>\n<li>Resolu\u00e7\u00e3o: voc\u00ea consegue resolver os problemas dos clientes e fornecer as informa\u00e7\u00f5es que ele precisa de forma r\u00e1pida e conveniente?<\/li>\n<li>Empatia: seus clientes sentem que podem se conectar com seu neg\u00f3cio de uma maneira significativa?<\/li>\n<li>Relev\u00e2ncia: voc\u00ea pode entregar a experi\u00eancia certa ao cliente certo no momento certo?<\/li>\n<\/ol>\n<p>Estes tr\u00eas elementos comp\u00f5em o que chamamos de <strong>trilema da experi\u00eancia do cliente<\/strong>. Mas como resolver o trilema e proporcionar grandes experi\u00eancias em cada intera\u00e7\u00e3o e cada canal? Para ajudar a responder a essa pergunta, <a href=\"https:\/\/live.imimobile.com\/l\/13622\/2022-03-02\/jgs5nf\" target=\"_blank\" rel=\"noopener\">elaboramos um relat\u00f3rio abrangente<\/a> que se baseia em nossas pesquisas e oferece conselhos sobre como as marcas podem atender melhor \u00e0s crescentes expectativas dos clientes.<\/p>\n<h2><strong>A experi\u00eancia do cliente exige a aten\u00e7\u00e3o da diretoria<\/strong><\/h2>\n<p>Ter um \u00f3tima experi\u00eancia do cliente n\u00e3o s\u00f3 \u00e9 bom, como \u00e9 essencial para as empresas que buscam ter sucesso:<\/p>\n<ul>\n<li>75% veem o bom atendimento ao cliente como um motivo para ser cliente recorrente, tornando-o t\u00e3o importante quanto o pre\u00e7o (76%), e significativamente mais importante que o produto\/servi\u00e7o (57%)<\/li>\n<li>61% afirmam que est\u00e3o dispostos a pagar mais por produtos e servi\u00e7os se conseguirem um melhor atendimento ao cliente<\/li>\n<li>55% dizem que mudariam de marca para fazer compras com uma empresa que oferecesse uma experi\u00eancia de servi\u00e7o superior<\/li>\n<\/ul>\n<p>\u00c9 evidente que a excelente experi\u00eancia do cliente (CX) n\u00e3o ajuda apenas a fomentar a fidelidade \u00e0 marca; ela tamb\u00e9m impulsiona a receita e o lucro.<\/p>\n<p>\u00c9 por isso que a CX n\u00e3o pode permanecer sendo conversa exclusiva para as equipes de Marketing, Atendimento ao Cliente e Opera\u00e7\u00f5es. \u00c9 hora de levar a CX para a diretoria e assegurar que cada parte do neg\u00f3cio esteja alinhada em torno da solu\u00e7\u00e3o do trilema da CX.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-390070 size-full\" src=\"https:\/\/blog.webex.com\/wp-content\/uploads\/2022\/03\/trilemma.png\" alt=\"Um tri\u00e2ngulo mostra os elementos de Relev\u00e2ncia, Empatia e Resolu\u00e7\u00e3o da experi\u00eancia do cliente\" width=\"931\" height=\"644\" \/><\/p>\n<h1><strong>1. Resolu\u00e7\u00e3o<\/strong><\/h1>\n<p>Bem-vindo ao primeiro fator da solu\u00e7\u00e3o trilema CX. Consiste na r\u00e1pida solu\u00e7\u00e3o dos problemas dos clientes, respondendo a consultas e atualizando proativamente os clientes sobre servi\u00e7os e produtos.<\/p>\n<p>Nossa pesquisa encontrou quatro \u00e1reas que os consumidores identificam como extremamente ou muito importantes quando procuram resolver problemas: simplicidade, consist\u00eancia, rapidez e conveni\u00eancia.<\/p>\n<p>A satisfa\u00e7\u00e3o desses elementos \u00e9 crucial para construir grandes experi\u00eancias de marca e criar relacionamentos duradouros com os clientes. Nossas respostas \u00e0 pesquisa comprovam a import\u00e2ncia de uma resolu\u00e7\u00e3o r\u00e1pida, consistente e conveniente:<\/p>\n<ul>\n<li>75% dizem que retornariam definitivamente a uma empresa no futuro se ela resolvesse seus problemas prontamente<\/li>\n<li>66% dizem o mesmo para as empresas que respondem r\u00e1pido<\/li>\n<li>63% dizem que voltar\u00e3o \u00e0s empresas onde \u201cnada parece dar muito trabalho\u201d.<\/li>\n<\/ul>\n<h2>2. Empatia<\/h2>\n<p>Na corrida para digitalizar as intera\u00e7\u00f5es com os clientes e acelerar os tempos de resposta, \u00e9 importante manter a empatia e a compreens\u00e3o.<\/p>\n<p>Na verdade, muitos entrevistados da pesquisa observaram que quest\u00f5es humanas, como falta de empatia, honestidade ou compreens\u00e3o contextual, podem criar atritos e prejudicar a satisfa\u00e7\u00e3o do cliente. Por sua vez, isso prejudica a rela\u00e7\u00e3o entre consumidores e marcas e at\u00e9 mesmo seu resultado final.<\/p>\n<p>Por exemplo, 64% dos consumidores afirmam que deixar\u00e3o de comprar produtos ou servi\u00e7os de uma marca ap\u00f3s uma m\u00e1 experi\u00eancia do cliente, e 59% dizem que contar\u00e3o aos amigos e familiares, levando a uma m\u00e1 reputa\u00e7\u00e3o atrav\u00e9s do boca-a-boca.<\/p>\n<p>Para evitar experi\u00eancias negativas, voc\u00ea precisa desenvolver rela\u00e7\u00f5es emp\u00e1ticas com seus clientes com base no entendimento contextual. Mas como voc\u00ea introduz empatia nas intera\u00e7\u00f5es digitais que muitas vezes n\u00e3o envolvem nenhum contato direto entre cliente e marca?<\/p>\n<p>A resposta \u00e9 identificar e implantar o canal certo, no momento certo e dar a suas equipes a capacidade de transferir clientes para o canal mais apropriado. Por exemplo, embora o bate-papo ao vivo seja \u00f3timo para resolver rapidamente consultas simples, pode frustrar os clientes que procuram resolver quest\u00f5es mais complexas e emocionalmente carregadas.<\/p>\n<h2><strong>3. Relev\u00e2ncia<\/strong><\/h2>\n<p>O elemento final do trilema da CX \u00e9 a relev\u00e2ncia: proporcionar a experi\u00eancia certa, ao cliente certo, de uma forma significativa.<\/p>\n<p>Nossa pesquisa mostra como as intera\u00e7\u00f5es relevantes e personalizadas s\u00e3o importantes para o sucesso da CX:<\/p>\n<ul>\n<li>67% dizem que as comunica\u00e7\u00f5es relevantes (reconhecendo as intera\u00e7\u00f5es e prefer\u00eancias anteriores) s\u00e3o extremamente ou bastante importantes<\/li>\n<li>60% dizem o mesmo das comunica\u00e7\u00f5es que s\u00e3o personalizadas e adaptadas a eles<\/li>\n<\/ul>\n<p>Enquanto muitos clientes falam em querer comunica\u00e7\u00f5es personalizadas, poucos est\u00e3o dispostos a compartilhar seus dados em troca de uma maior personaliza\u00e7\u00e3o. Esta relut\u00e2ncia muitas vezes decorre da falta de compreens\u00e3o do que as empresas podem e n\u00e3o podem fazer com seus dados, como mostram os 52% que dizem que normalmente optam por compartilhar seus dados, mas n\u00e3o leem como eles ser\u00e3o usados.<\/p>\n<p>Em resposta, as empresas devem orientar os consumidores sobre a prote\u00e7\u00e3o de dados e como manter seus dados seguros. Por exemplo, as marcas podem querer usar canais que ofere\u00e7am marcas, processos de autentica\u00e7\u00e3o e pontos de verifica\u00e7\u00e3o para ajudar a criar confian\u00e7a em torno da privacidade e seguran\u00e7a dos dados.<\/p>\n<h2><strong>Est\u00e1 pronto para resolver o trilema da CX na sua empresa?<\/strong><\/h2>\n<p>Leia nosso <a href=\"https:\/\/live.imimobile.com\/l\/13622\/2022-03-02\/jgs5nf\" target=\"_blank\" rel=\"noopener\">relat\u00f3rio completo<\/a> agora e saiba como voc\u00ea pode transformar as jornadas de seus clientes e dominar os tr\u00eas pilares do sucesso da CX, e saiba mais sobre nosso portf\u00f3lio de <a href=\"https:\/\/www.webex.com\/products\/customer-experience.html\" target=\"_blank\" rel=\"noopener\">solu\u00e7\u00f5es de experi\u00eancia do cliente<\/a>.<\/p>\n<p><strong>Recursos adicionais:<\/strong><\/p>\n<p><a href=\"https:\/\/blog.webex.com\/pt-br\/experiencia-do-cliente\/cada-interacao-conta-com-cpaas-corporativa\/\">Toda intera\u00e7\u00e3o conta com o CPaaS empresarial<\/a><\/p>\n<p><a href=\"https:\/\/blog.webex.com\/pt-br\/customer-stories\/proporcionando-uma-experiencia-melhor-para-o-cliente-e-ajudando-o-planeta\/\">Proporcionando uma melhor experi\u00eancia ao cliente e ajudando o planeta\u00a0<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Saiba como a resolu\u00e7\u00e3o, a empatia e as comunica\u00e7\u00f5es relevantes podem impulsionar a fidelidade do cliente e transformar seu resultado [&hellip;]<\/p>\n","protected":false},"author":5549,"featured_media":408863,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1566],"tags":[7997],"class_list":["post-391576","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-experiencia-do-cliente","tag-jornada-do-cliente"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO 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Patel","image":{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https:\/\/blog.webex.com\/es\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/e1039716c008fc0698b73126f099feb9a55da7d8475635083e26c3072e7be2d3?s=96&d=wp_user_avatar&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/e1039716c008fc0698b73126f099feb9a55da7d8475635083e26c3072e7be2d3?s=96&d=wp_user_avatar&r=g","caption":"Jay Patel"},"description":"Jay is the SVP and GM Webex Customer Experience Solutions and joined Cisco when imimobile was acquired in 2021. He helped start IMImobile PLC and as CEO led it to a successful IPO in 2014 and then to its acquisition by Cisco. Today he is working on combining the IMI cloud communication platforms with relevant technologies from Webex to create solutions that help clients build end-to-end customer journeys and deliver the world's best customer experiences. Jay enjoys working with entrepreneurs and fast growth technology businesses and has served as both an executive and non-executive director on the Boards of private and public companies and has led several investment and exits. Prior to IMImobile Jay co-founded Spark Ventures plc (an early stage venture capital firm) and held corporate finance roles at UBS Warburg and BSkyB. He qualified as a Chartered Accountant with KPMG and has an MBA from INSEAD and an Economics degree from LSE. Jay is passionate about technology, economics and social justice.","sameAs":["https:\/\/uk.linkedin.com\/in\/jay-patel-821a1","https:\/\/x.com\/https:\/\/twitter.com\/jayeshrpatel"],"url":"https:\/\/blog.webex.com\/pt-br\/contributors\/j_patel\/"}]}},"_links":{"self":[{"href":"https:\/\/blog.webex.com\/pt-br\/wp-json\/wp\/v2\/posts\/391576","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.webex.com\/pt-br\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.webex.com\/pt-br\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.webex.com\/pt-br\/wp-json\/wp\/v2\/users\/5549"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.webex.com\/pt-br\/wp-json\/wp\/v2\/comments?post=391576"}],"version-history":[{"count":0,"href":"https:\/\/blog.webex.com\/pt-br\/wp-json\/wp\/v2\/posts\/391576\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.webex.com\/pt-br\/wp-json\/wp\/v2\/media\/408863"}],"wp:attachment":[{"href":"https:\/\/blog.webex.com\/pt-br\/wp-json\/wp\/v2\/media?parent=391576"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.webex.com\/pt-br\/wp-json\/wp\/v2\/categories?post=391576"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.webex.com\/pt-br\/wp-json\/wp\/v2\/tags?post=391576"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}