Coluna da SOAP Consumidor Moderno: Clientes ou fãs?
Na nossa coluna mensal da Consumidor Moderno de maio abordamos o tema de “clientes ou fãs” passando por vários níveis que uma empresa pode ter ao se relacionar com seu cliente. Não é só um time de futebol que pode ter fãs, uma empresa também! O oposto também é verdadeiro.
Abaixo o artigo da SOAP. Detalhe que também criamos o design da página…
Você tem fregueses, clientes ou fãs?
Já virou clichê dizer que o Serviço de Atendimento ao Consumidor é ruim. Na prática, como diz o professor da FGV, Alexandre Freire, o SAC é um SACO (Serviço de Atendimento ao Consumidor Otário). Mas o que mais me irrita é a diferença entre promessa e entrega. Em geral, as empresas só falam a verdade quando entram em crise. Acredito que se houvesse honestidade na comunicação, os clientes se sentiriam mais respeitados. Com as redes sociais, a verdade aparece com mais força e até a estratégia de atender via SMS, Aplicativos ou Twitter pode se tornar um tiro n’água se o cliente não for o ponto central. A proposta aqui é refletir sobre a evolução. Não a evolução do consumidor, isso todos já sabemos. Quero refletir sobre a relação com o novo consumidor. Será que houve evolução?
EMPRESAS COM FREGUESES
O fim da Segunda Guerra marcou o início de outra Guerra: a do mercado. Sendo a necessidade a mãe da invenção, o crescimento da concorrência fez com que os mercadólogos da época teorizassem sobre como atrair e lidar com seus consumidores. Esse é o DNA do nosso tão falado Marketing. Nessa época imperava a cultura de vender a qualquer preço. Eram truques que faziam da arte de vender quase um espetáculo de charlatanice que faz com que até hoje os profissionais do mercado sejam vistos com desconfiança. Da venda em diante, a responsabilidade não era mais da empresa e quem ficava com o mico era o freguês, freqüentemente na condição de enganado. Talvez por isso a palavra “freguês” hoje esteja associada ao time que sempre perde!
EMPRESAS COM COMPRADORES
A primeira grande mudança neste cenário veio em 1960 por Theodore Levitt, mais tarde intitulado o “pai do marketing”. Seu artigo na revista Harvard Business Review intitulado “Miopia de Marketing”, revelou uma série de erros de percepções, mostrou a importância da satisfação dos clientes e transformou para sempre o mundo dos negócios. O “vender a qualquer preço” deu lugar à “satisfação garantida.” Foi nessa linha que Philip Kotler e Gary Armstrong definiram o Marketing moderno como “a entrega de satisfação para o cliente em forma de benefício”. O foco, portanto, está na percepção que o cliente tem do serviço ou produto da empresa e se baseia tanto na promessa quanto na entrega. Aí entram os grandes desafios das empresas mais reclamadas no ranking do site Reclame Aqui: focam muito na promessa e deixam um pouco de lado a entrega. Houve um desequilíbrio. Apesar das empresas focarem nos benefícios em suas mensagens publicitárias, na hora da entrega parece que o cliente some e o “freguês” reaparece.
EMPRESAS COM CLIENTES
Não sou tão pessimista assim. Existem muitos casos de empresas que fazem o simples, bem feito e com coerência. Atendem no primeiro toque, deixam a opção 1 do teclado para você ir direto ao atendente (e não a 9!), devolvem um produto que não te agradou sem questionar, não deixam o sistema ERP comandar a relação, não culpam a burocracia por não dar uma resposta, enfim, são muitos os exemplos que comprovam a fase adulta de muitas empresas. Provavelmente, esta empresa tem uma cultura interna focada no cliente e com pessoas que ao chegarem atrasadas no trabalho, ao invés de “o trânsito estava ruim” ela diz “eu não me programei para sair a tempo de enfrentar o trânsito”. Ter clientes fiéis é o resultado desta fase. Agora, será que dá pra ir além? Um time de futebol consegue, tem fãs ao invés de clientes!
EMPRESAS COM FÃS
Está certo que o fã também é aquele que passa pelas piores situações pelo seu time: se amontoa por um lugar no estádio, passa horas em filas por ingressos e paga preços absurdos por isso. Similar ao tratamento que alguns SACs oferecem aos consumidores, testando a paciência para saber se ele quer realmente falar com a empresa! A SOAP busca fãs! Ao fazermos uma apresentação, queremos nosso cliente admirado. Não só nossos clientes, nossos funcionários também, afinal é na cultura interna que começa o atendimento ao cliente. E é fácil medir este nível de satisfação. Outro dia finalizamos uma pesquisa simples mas relevante com apenas uma pergunta : “De 0 a 10, qual a nota você daria para sua disposição em indicar a SOAP para um amigo ou empresa?”. Se a resposta for entre 0 e 6, você está encrencado. Se ele der entre 6 e 8, você tem um freguês ou até um cliente. Agora, se a nota vier entre 8 e 10, você tem um fã! Resultado: 68% de clientes nos deram entre 8 a 10. Isto nos deixou muito felizes. Mas ficaríamos ainda mais se alguns dessem nota 12, mesmo sem estar na grade da pergunta! Seria talvez um próximo nível: Fanático pela empresa!
CONCLUSÃO
O único lugar onde é bom você chamar o consumidor de freguês é na feira! Moral da história: ou você abre uma barraca na feira ou trate de ir atrás de fãs, pois seu concorrente pode estar fazendo isso neste exato momento!
enquanto 10% de empresas tem essa mentalidade na cabeça, o resto não tá nem aí. Empresas de telefonia celular então… é até clichê falar o descaso de como nós fregueses somos tratados. Pior ainda, a segmentação de serviços e terceirização só colabora: a empresa não se comunica com ela mesma. Então, você vai ao sac, depois ao departamento de vendas, ao atendimento preferencial, à gerência, volta ao sac… e descobre que além de seu produto, você perdeu 40 minutos de sua vida brincando de pingue pongue.
A tarefa é tão simples… se vc faz uma estrada, no mínimo vc tem que ter asfalto. Se vende frutas, no mínimo, vc tem que ter frutas. Aí empresas se preocupam demais com palavras difíceis como stakeholders, CFO…CEO… e esquecem seu coração. Pior ainda, anunciam em rede nacional uma grande mentira… e nós otários estamos sujeitos à isso.
Se todos focassem no mínimo que a empresa deve fazer, nós clientes, já estaríamos satisfeitos, não?
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