{"id":6798,"date":"2020-09-24T11:30:23","date_gmt":"2020-09-24T11:30:23","guid":{"rendered":"http:\/\/www.intergate.net.br\/blog\/?p=6798"},"modified":"2023-10-24T12:52:16","modified_gmt":"2023-10-24T12:52:16","slug":"qual-o-significado-de-customer-experience","status":"publish","type":"post","link":"https:\/\/www.intergate.net.br\/blog\/qual-o-significado-de-customer-experience\/","title":{"rendered":"Qual o significado de Customer Experience?"},"content":{"rendered":"\n<p>Qual o significado de Customer Experience? <strong>\u00c9<\/strong> <strong>Gerenciar a Gest\u00e3o da Experi\u00eancia  e conhecer as percep\u00e7\u00f5es de seus clientes<\/strong>. <\/p>\n\n\n\n<!--more-->\n\n\n\n<p>Tanto as percep\u00e7\u00f5es conscientes e subconscientes, de seu relacionamento com sua marca, resultante de todas as intera\u00e7\u00f5es  durante o ciclo de vida do cliente.<\/p>\n\n\n\n<p>Quanto ao gerenciamento da experi\u00eancia do cliente, o <strong>Gartner resume muito bem em sua defini\u00e7\u00e3o: <\/strong><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-style-default is-layout-flow wp-block-quote-is-layout-flow\"><p>\u201cA pr\u00e1tica de projetar e reagir \u00e0s intera\u00e7\u00f5es do cliente para atender ou superar as expectativas do cliente, portanto, aumentar a satisfa\u00e7\u00e3o, fidelidade e defesa do cliente\u201d.<\/p><\/blockquote>\n\n\n\n<p>O gerenciamento da experi\u00eancia do cliente envolve mais do que atender seus clientes online.&nbsp;\u00c9 mais do que saber onde os clientes compram e que marca  compram.&nbsp;<\/p>\n\n\n\n<p><strong>Trata-se de conhecer seus clientes de forma t\u00e3o completa que voc\u00ea possa criar e fornecer experi\u00eancias personalizadas<\/strong> que os motivem a  permanecer leais a voc\u00ea e tamb\u00e9m a evangelizar outras pessoas sobre voc\u00ea. Essa \u00e9 a forma mais valiosa de publicidade que existe.<\/p>\n\n\n\n<p>Obter essa profundidade de conhecimento sobre os clientes n\u00e3o \u00e9 algo que simplesmente acontece.&nbsp;Ele vem <strong>da extra\u00e7\u00e3o de&nbsp;percep\u00e7\u00f5es&nbsp;do&nbsp;cliente&nbsp;de todos os pontos de contato e canais<\/strong> em toda a organiza\u00e7\u00e3o.&nbsp;<\/p>\n\n\n\n<p>Trata-se de <strong>aproveitar montanhas de dados de clientes de canais online<\/strong> e al\u00e9m, e extrair insights valiosos desses dados com velocidade e precis\u00e3o.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"http:\/\/www.intergate.net.br\/conector\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" width=\"1024\" height=\"254\" src=\"http:\/\/www.intergate.net.br\/blog\/wp-content\/uploads\/2020\/09\/chamada_conectorDesempenho-3-1024x254.png\" alt=\"Conectorgate API de integra\u00e7\u00e3o de sistemas para SAP Business One e Totvs Protheus\" class=\"wp-image-6819\" srcset=\"https:\/\/www.intergate.net.br\/blog\/wp-content\/uploads\/2020\/09\/chamada_conectorDesempenho-3-1024x254.png 1024w, https:\/\/www.intergate.net.br\/blog\/wp-content\/uploads\/2020\/09\/chamada_conectorDesempenho-3-300x74.png 300w, https:\/\/www.intergate.net.br\/blog\/wp-content\/uploads\/2020\/09\/chamada_conectorDesempenho-3-768x190.png 768w, https:\/\/www.intergate.net.br\/blog\/wp-content\/uploads\/2020\/09\/chamada_conectorDesempenho-3-1536x381.png 1536w, https:\/\/www.intergate.net.br\/blog\/wp-content\/uploads\/2020\/09\/chamada_conectorDesempenho-3.png 1565w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Por que o gerenciamento da experi\u00eancia do cliente \u00e9 importante<\/h2>\n\n\n\n<p><strong>O conceito de experi\u00eancia do cliente pode soar idealista e dif\u00edcil<\/strong>, mas qualquer um que o rejeite como tal est\u00e1  fora de alcance.&nbsp;<\/p>\n\n\n\n<p>A <strong>Customer Experience se tornou um diferenciador cr\u00edtico no mercado global competitivo e conectado<\/strong> de hoje.&nbsp;<\/p>\n\n\n\n<p>H\u00e1 <strong>um valor comercial tang\u00edvel no gerenciamento eficaz da Customer Experience<\/strong>.&nbsp;Uma boa gest\u00e3o da experi\u00eancia do cliente pode:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Fortalecer a prefer\u00eancia de marca por meio de experi\u00eancias diferenciadas.<\/li><li>Aumente a receita com vendas incrementais de clientes existentes e novas vendas boca a boca.<\/li><li>Aumente a lealdade do cliente (e crie defensores) por meio de intera\u00e7\u00f5es valiosas e memor\u00e1veis \u200b\u200bcom o cliente.<\/li><li>Custos mais baixos reduzindo a rotatividade de clientes.<\/li><\/ul>\n\n\n\n<p>Tantas coisas podem afetar a <a href=\"http:\/\/www.intergate.net.br\/blog\/sap-anuncia-customer-360\/\" target=\"_blank\" rel=\"noreferrer noopener\">experi\u00eancia do cliente<\/a>, como saber por onde come\u00e7ar?&nbsp;<\/p>\n\n\n\n<p><strong>Aqui est\u00e3o tr\u00eas etapas para o gerenciamento bem-sucedido da experi\u00eancia do cliente:<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"590\" height=\"393\" src=\"http:\/\/www.intergate.net.br\/blog\/wp-content\/uploads\/2020\/09\/classificacao-de-5-estrelas-ou-revisao-em-pesquisa-pesquisa-maos-de-mulheres-clientes-segurando-um-telefone-inteligente-avalie-sua-experiencia-oferecendo-feedback-positivo-questionario-o.jpg\" alt=\"A Intergate se preocupa com a customer experience em nossos projetos de integra\u00e7\u00e3o de sistemas\" class=\"wp-image-6821\" srcset=\"https:\/\/www.intergate.net.br\/blog\/wp-content\/uploads\/2020\/09\/classificacao-de-5-estrelas-ou-revisao-em-pesquisa-pesquisa-maos-de-mulheres-clientes-segurando-um-telefone-inteligente-avalie-sua-experiencia-oferecendo-feedback-positivo-questionario-o.jpg 590w, https:\/\/www.intergate.net.br\/blog\/wp-content\/uploads\/2020\/09\/classificacao-de-5-estrelas-ou-revisao-em-pesquisa-pesquisa-maos-de-mulheres-clientes-segurando-um-telefone-inteligente-avalie-sua-experiencia-oferecendo-feedback-positivo-questionario-o-300x200.jpg 300w, https:\/\/www.intergate.net.br\/blog\/wp-content\/uploads\/2020\/09\/classificacao-de-5-estrelas-ou-revisao-em-pesquisa-pesquisa-maos-de-mulheres-clientes-segurando-um-telefone-inteligente-avalie-sua-experiencia-oferecendo-feedback-positivo-questionario-o-360x240.jpg 360w\" sizes=\"(max-width: 590px) 100vw, 590px\" \/><\/figure>\n\n\n\n<h2 class=\"has-background-color-color has-text-color wp-block-heading\">1.Crie e mantenha perfis de clientes completos<\/h2>\n\n\n\n<p>Para proporcionar uma experi\u00eancia excelente ao cliente, voc\u00ea precisa <strong>conhecer seu cliente melhor do que nunca.<\/strong>&nbsp;<\/p>\n\n\n\n<p>Ou seja, <strong>criar e manter perfis de clientes completos<\/strong> que o ajudem a compreender e medir as jornadas de seus clientes em cada ponto de contato em v\u00e1rios canais.<\/p>\n\n\n\n<p>&nbsp;Quanto mais voc\u00ea conhece seus clientes, <strong>mais eficaz ser\u00e1 em entregar ofertas relevantes a eles.&nbsp;<\/strong><\/p>\n\n\n\n<p><strong>Quanto mais relevantes forem suas ofertas, mais pr\u00f3ximo ser\u00e1 o relacionamento entre sua empresa e seu cliente<\/strong>, al\u00e9m de impulsionar as m\u00e9tricas como lealdade e reten\u00e7\u00e3o.<\/p>\n\n\n\n<p>Al\u00e9m disso, <strong>as empresas t\u00eam usado dados estruturados<\/strong>, para construir perfis de clientes. Por exemplo, dados demogr\u00e1ficos, transacionais e de registro. <\/p>\n\n\n\n<p>Hoje, voc\u00ea deve<strong> incluir tipos emergentes de dados<\/strong>, vinculados \u00e0 coordena\u00e7\u00e3o entre canais. Como:  m\u00eddia social, v\u00eddeo, RFID, sensor, geolocaliza\u00e7\u00e3o etc..<\/p>\n\n\n\n<p>&nbsp;E adicione <strong>o contato a resposta e o hist\u00f3rico de transa\u00e7\u00f5es intercalados ao longo do ciclo de vida do cliente, bem como o valor do cliente, a lucratividade, a an\u00e1lise comportamental e as pontua\u00e7\u00f5es de propens\u00e3o<\/strong>.<\/p>\n\n\n\n<p>Ao analisar <strong>dados estruturados tradicionais em conjunto com tipos de dados mais novos<\/strong>, voc\u00ea pode:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Aprenda como melhorar a experi\u00eancia do cliente em pontos de contato espec\u00edficos.<\/li><li>Entenda o que seus clientes desejam e esperam que voc\u00ea fa\u00e7a por eles.<\/li><li>Tome decis\u00f5es melhores com mais rapidez.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Desafios que os profissionais de marketing enfrentam<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Cria\u00e7\u00e3o de experi\u00eancias de marca consistentes em todos os canais.&nbsp;<\/strong><\/h4>\n\n\n\n<p>Embora os clientes possam estar dispostos a aceitar diferentes n\u00edveis de servi\u00e7o de diferentes canais, <strong>eles esperam que a proposta de valor de sua marca permane\u00e7a consistente<\/strong>.&nbsp;<br>Mas a prolifera\u00e7\u00e3o de canais torna dif\u00edcil garantir tal consist\u00eancia em todos os canais.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Integrando experi\u00eancias de canal e marca.&nbsp;<\/strong><\/h4>\n\n\n\n<p>Uma <strong>experi\u00eancia de canal integrado \u00e9 altamente desej\u00e1vel<\/strong>, mas dif\u00edcil de conseguir.&nbsp;<br><strong><a href=\"http:\/\/www.intergate.net.br\" target=\"_blank\" rel=\"noreferrer noopener\">Tecnologia<\/a>, processos legados e territ\u00f3rio organizacional podem ser barreiras.<\/strong><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Consolidar dados em uma \u00fanica vis\u00e3o do cliente.&nbsp;<\/strong><\/h4>\n\n\n\n<p><strong>Ter uma vis\u00e3o \u00fanica do cliente por meio de intera\u00e7\u00f5es, canais, produtos e tempo facilitaria a cria\u00e7\u00e3o de comunica\u00e7\u00f5es unificadas e coordenadas com o cliente<\/strong>.&nbsp;Silos departamentais, <a href=\"http:\/\/www.intergate.net.br\/blog\/tecnologia-de-dados-vira-parceiro-estrategico-no-varejo\/\" target=\"_blank\" rel=\"noreferrer noopener\">dados<\/a> fragmentados e processos inconsistentes tornam esse desafio intranspon\u00edvel.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"590\" height=\"393\" src=\"http:\/\/www.intergate.net.br\/blog\/wp-content\/uploads\/2020\/09\/meninas-gesticulando-na-camera-no-shopping-center_23-2147669975.jpg\" alt=\"A Intergate se preocupa com a customer experience em nossos projetos de integra\u00e7\u00e3o de sistemas\" class=\"wp-image-6822\" srcset=\"https:\/\/www.intergate.net.br\/blog\/wp-content\/uploads\/2020\/09\/meninas-gesticulando-na-camera-no-shopping-center_23-2147669975.jpg 590w, https:\/\/www.intergate.net.br\/blog\/wp-content\/uploads\/2020\/09\/meninas-gesticulando-na-camera-no-shopping-center_23-2147669975-300x200.jpg 300w, https:\/\/www.intergate.net.br\/blog\/wp-content\/uploads\/2020\/09\/meninas-gesticulando-na-camera-no-shopping-center_23-2147669975-360x240.jpg 360w\" sizes=\"(max-width: 590px) 100vw, 590px\" \/><\/figure>\n\n\n\n<h2 class=\"has-background-color-color has-text-color wp-block-heading\">2.Personalize todas as intera\u00e7\u00f5es com o cliente.<\/h2>\n\n\n\n<p>Depois de ter um entendimento completo do cliente, voc\u00ea pode usar esse conhecimento <strong>para personalizar cada intera\u00e7\u00e3o<\/strong>.&nbsp;<\/p>\n\n\n\n<p>Lembre-se de n\u00e3o se concentrar apenas no cliente, mas tamb\u00e9m no <strong>contexto em que o cliente opera<\/strong>.&nbsp;<\/p>\n\n\n\n<p><a href=\"http:\/\/www.intergate.net.br\/blog\/onde-estao-os-dados-de-seus-clientes\/\" target=\"_blank\" rel=\"noreferrer noopener\">Seus dados<\/a> podem ajud\u00e1-lo a manter esse foco, especialmente se voc\u00ea continuar a enriquecer os dados existentes (principais) com novas fontes.&nbsp;<\/p>\n\n\n\n<p>Ao adicionar contexto ao foco do cliente, voc\u00ea pode fornecer ofertas, recomenda\u00e7\u00f5es, conselhos e a\u00e7\u00f5es de servi\u00e7o relevantes e perspicazes quando um cliente est\u00e1 mais receptivo.<\/p>\n\n\n\n<p>Lembre-se de que <strong>os clientes t\u00eam mais presen\u00e7a, poder e escolha do que nunca<\/strong>.&nbsp;<\/p>\n\n\n\n<p>Ou seja,<strong> voc\u00ea deve fornecer uma mensagem pessoal, relevante, oportuna e perspicaz,<\/strong>  se voc\u00ea fizer isso, voc\u00ea aumentar\u00e1 a lealdade \u00e0 marca.<\/p>\n\n\n\n<h2 class=\"has-background-color-color has-text-color wp-block-heading\">3.Mensagem certa, lugar certo, hora certa <\/h2>\n\n\n\n<p>Portanto, voc\u00ea precisa <strong>mapear a&nbsp;an\u00e1lise&nbsp;para est\u00e1gios espec\u00edficos no <a href=\"http:\/\/www.intergate.net.br\/blog\/solucoes-de-crm-devem-crescer-em-2020\/\" target=\"_blank\" rel=\"noreferrer noopener\">ciclo de vida do cliente<\/a><\/strong> para que possa entregar a mensagem certa no lugar certo no momento certo.<\/p>\n\n\n\n<p><strong>Cada etapa do ciclo de vida \u00e9 importante<\/strong>, ent\u00e3o, desde a considera\u00e7\u00e3o inicial, \u00e0 avalia\u00e7\u00e3o ativa, ao momento da compra e principalmente \u00e0 experi\u00eancia p\u00f3s-compra.<\/p>\n\n\n\n<p><strong>Cada est\u00e1gio \u00e9 uma oportunidade para melhorar a experi\u00eancia do cliente<\/strong> e uma oportunidade de obter mais dados que voc\u00ea pode alimentar em seus processos de marketing para obter na pr\u00f3xima vez.<\/p>\n\n\n\n<p><strong>FONTE<\/strong>: <a href=\"https:\/\/www.sas.com\/en_us\/insights\/marketing\/customer-experience-management.html\" target=\"_blank\" rel=\"noreferrer noopener\">Blog Sas<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Qual o significado de Customer Experience? \u00c9 Gerenciar a Gest\u00e3o da Experi\u00eancia  e conhecer as percep\u00e7\u00f5es de seus clientes. <\/p>\n","protected":false},"author":5,"featured_media":6820,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_themeisle_gutenberg_block_has_review":false,"footnotes":""},"categories":[5],"tags":[62,139,624,623,622,278,288],"class_list":["post-6798","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gestao-empresarial","tag-api","tag-conectorgate","tag-customerexperience","tag-gestaodeprojetos","tag-gestaoempresarial","tag-integracaodesistemas","tag-intergate"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Qual o significado de Customer 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