{"id":5318,"date":"2019-10-30T08:00:47","date_gmt":"2019-10-30T10:00:47","guid":{"rendered":"http:\/\/www.rcodigital.com.br\/blog\/?p=5318"},"modified":"2024-02-26T19:12:07","modified_gmt":"2024-02-26T19:12:07","slug":"economia-da-experiencia-comeca-a-transformar-as-empresas","status":"publish","type":"post","link":"https:\/\/www.intergate.net.br\/blog\/economia-da-experiencia-comeca-a-transformar-as-empresas\/","title":{"rendered":"Economia da experi\u00eancia come\u00e7a a transformar as empresas"},"content":{"rendered":"\n\t\t\t\t\n

Durante o SAP Now, Cristina Palmaka chamou aten\u00e7\u00e3o das empresas para a experi\u00eancia que consumidores esperam. <\/strong>
A Economia da experi\u00eancia come\u00e7a a transformar as empresas, a aquisi\u00e7\u00e3o da Qualtrics pela SAP aponta para essa dire\u00e7\u00e3o.<\/p>\n\n\n\n\n\n\n\n

A experi\u00eancia digital e a Economia da experi\u00eancia come\u00e7a a transformar as empresas , sem fric\u00e7\u00e3o e c\u00f4moda que aplicativos m\u00f3veis trouxeram para consumidores no dia a dia tem criado nas organiza\u00e7\u00f5es o senso de urg\u00eancia para levarem o mesmo comportamento para seus neg\u00f3cios. Durante a abertura da 24\u00aa edi\u00e7\u00e3o do SAP Now<\/strong> (antigo SAP Forum), Cristina Palmaka<\/strong>, presidente <\/strong>da SAP Brasil<\/strong>, chamou a aten\u00e7\u00e3o para a chamada Economia da Experi\u00eancia<\/strong>, um conceito referenciado h\u00e1 cerca de 20 anos pelo livro The Economy Experience<\/em>, de Pine, B. Joseph e James H. Gilmore, mas que hoje assume novas perspectivas com a populariza\u00e7\u00e3o de tecnologias emergentes. <\/p>\n\n\n\n


\u201cOs sentimentos e emo\u00e7\u00f5es est\u00e3o sendo medidos no ambiente corporativo. Mas ser\u00e1 que estamos prontos para isso?\u201d questiona Palmaka. <\/p><\/blockquote>\n\n\n\n

A executiva cita uma pesquisa que indica que 86% das pessoas entrevistadas pagariam a mais por um servi\u00e7o caso tivessem uma melhor experi\u00eancia<\/strong>. Uma alta porcentagem tamb\u00e9m \u00e9 refletida no ambiente de trabalho, com 50% dos colaboradores afirmando se sentirem mais engajados caso tenham uma melhor experi\u00eancia no dia a dia corporativo. <\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

\u201cMercadorias s\u00e3o commodities<\/em>, f\u00e1ceis de serem substitu\u00eddas. J\u00e1 o servi\u00e7o, se voc\u00ea coloca um composto a mais, cria um valor a mais, faz diferen\u00e7a. S\u00e3o as emo\u00e7\u00f5es que ficam na mem\u00f3ria, seja no mercado B2B seja no B2C, da\u00ed a import\u00e2ncia do conceito da experi\u00eancia\u201d, resume Palmaka. <\/p>

<\/p><\/blockquote>\n\n\n\n

O conceito foi entendido muito bem, lembra a presidente da SAP Brasil, por jovens empresas de tecnologia como o Airbnb<\/strong> e Uber<\/strong>, que viram em seus respectivos mercados uma oportunidade para melhorar servi\u00e7os de hospedagem e mobilidade. \u201cIdentificar esses gaps possibilita criar novos neg\u00f3cios\u201d<\/strong>, ressalta. <\/p>\n\n\n\n

A InterGATE<\/a> \u00e9 parceira de vendas do SAP Business One.
Fale conosco… <\/p>\n\n\n\n

Experi\u00eancia com dados de ponta a ponta<\/h2>\n\n\n\n

Se a transforma\u00e7\u00e3o digital<\/a> acelera a urg\u00eancia das empresas renovarem o que – e como – oferecem, \u00e9 nessa dire\u00e7\u00e3o que a SAP<\/strong> ressalta o valor da recente aquisi\u00e7\u00e3o da Qualtrics<\/strong>, empresa de gest\u00e3o de experi\u00eancias, por US$ 8 bilh\u00f5es.<\/p>\n\n\n\n

A aquisi\u00e7\u00e3o \u00e9, at\u00e9 ent\u00e3o, a segunda maior da hist\u00f3ria da SAP,<\/a> seguindo a compra de US$ 8,3 bilh\u00f5es da Concur<\/strong>, empresa de software de controle de despesas de viagens corporativas, em 2014. J\u00e1 a Qualtrics criou solu\u00e7\u00f5es de software para gerenciar experi\u00eancias tanto do lado do cliente, quanto de funcion\u00e1rios, produtos e marcas. <\/strong>Em 2018, a Qualtrics obteve crescimento recorde de receita, com 41,7% para UUS$ 184,2 milh\u00f5es. A aquisi\u00e7\u00e3o, ao mesmo tempo, refor\u00e7a as investidas da SAP em novos produtos de cloud para garantir o pr\u00f3prio crescimento.<\/p>\n\n\n\n

Em coletiva de imprensa em S\u00e3o Paulo, realizada na ter\u00e7a-feira (10), Palmaka endere\u00e7ou a aquisi\u00e7\u00e3o da Qualtrics. \u201cA gente j\u00e1 trabalha com dados operacionais. Esse \u00e9 o forte da SAP. Invent\u00e1rio, distribui\u00e7\u00e3o, RH, folha de pagamento. Temos acesso a um monte de informa\u00e7\u00e3o operacional e isso \u00e9 fundamental. \u00c9 o DNA da SAP. Mas come\u00e7amos a entender como a amarrar isso com o outro lado, com a experi\u00eancia, falamos muito do XO (experi\u00eancia da opera\u00e7\u00e3o). \u00c9 uma nova estrat\u00e9gia operacional\u201d<\/strong>, detalha.<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

O abismo da experi\u00eancia<\/h2>\n\n\n\n

Jennifer Morgan, presidente de Cloud Business da SAP,<\/strong> tamb\u00e9m esteve na abertura do SAP Now. A executiva, membro do conselho executivo da SAP, lembrou de um exemplo cl\u00e1ssico no mercado que fala sobre a reinven\u00e7\u00e3o da experi\u00eancia dada ao consumidor tendo como base uma commodity<\/em> : o Starbucks<\/strong>.<\/p>\n\n\n\n

\u201cO Starbuks dominou a experi\u00eancia, revolucionou o pre\u00e7o e nossas rotinas di\u00e1rias\u201d<\/strong>, resume. Com a Qualtrics, a SAP espera ent\u00e3o trazer dados que n\u00e3o s\u00e3o, inicialmente, de dom\u00ednio das companhias, como opini\u00f5es em redes sociais e outros dados n\u00e3o estruturados, para clientes agirem r\u00e1pido. \u201cSe voc\u00ea n\u00e3o ganhar pela experi\u00eancia, voc\u00ea corre o risco de estar do lado de caixas autom\u00e1ticos, de t\u00e1xis e empresas de caf\u00e9\u201d, exemplifica Morgan.<\/p>\n\n\n\n

A executiva destaca outro estudo que evidencia o abismo da percep\u00e7\u00e3o de l\u00edderes nas corpora\u00e7\u00f5es com o que eles acreditam entregar na ponta. Cerca de 80% dos l\u00edderes acreditam que est\u00e3o entregando uma experi\u00eancia superior, enquanto apenas 8% dos consumidores concordam com isso.<\/strong><\/p>\n\n\n\n

\u201cClientes hoje est\u00e3o conseguindo medir vendas, marketing, <\/strong>customer service<\/strong><\/em>, engajamento dos funcion\u00e1rios, mas o problema desta abordagem est\u00e1 nos silos. As companhias n\u00e3o entendem como estas experi\u00eancias est\u00e3o conectadas e influenciam umas as outras na jornada. A Qualtrics foi al\u00e9m de pesquisas, criou uma plataforma diferente para capturar e conectar essas experi\u00eancias para assumir a\u00e7\u00f5es. \u00c9 sobre conectar essas experi\u00eancias antes que seja tarde demais\u201d<\/strong>, conclui Morgan.<\/p>\n\n\n\n

FONTE: <\/strong>Blog Computer World<\/p>\n\t\t","protected":false},"excerpt":{"rendered":"

\t\t\t\tA InterGATE \u00e9 parceira da SAP em venda do SAP Business One. www.intergate.net.br\t\t<\/p>\n","protected":false},"author":5,"featured_media":5367,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_themeisle_gutenberg_block_has_review":false,"footnotes":""},"categories":[5,10],"tags":[482,488],"class_list":["post-5318","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gestao-empresarial","category-sap-business-one","tag-sapb1","tag-sapnow"],"yoast_head":"\nEconomia da experi\u00eancia come\u00e7a a transformar as empresas - Blog InterGATE<\/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:\/\/www.intergate.net.br\/blog\/economia-da-experiencia-comeca-a-transformar-as-empresas\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Economia da experi\u00eancia come\u00e7a a transformar as empresas - 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