{"id":4662,"date":"2018-12-19T16:29:48","date_gmt":"2018-12-19T19:29:48","guid":{"rendered":"https:\/\/elife.com.br\/?p=4662"},"modified":"2019-01-09T15:37:29","modified_gmt":"2019-01-09T18:37:29","slug":"as-apostas-da-elife-para-customer-experience-em-2019","status":"publish","type":"post","link":"https:\/\/elife.com.br\/index.php\/2018\/12\/19\/as-apostas-da-elife-para-customer-experience-em-2019\/","title":{"rendered":"As apostas da Elife para Customer Experience em 2019"},"content":{"rendered":"<hr \/>\n<p><span style=\"font-weight: 400;\">Para a Elife, uma estrat\u00e9gia de Customer Experience bem sucedida deve se orientar por meio de tr\u00eas pilares principais:<\/span><\/p>\n<p>&nbsp;<\/p>\n<h4><b>1. Conhecimento e antecipa\u00e7\u00e3o \u00e0 jornada do consumidor<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">\u00c9 preciso analisar o comportamento do consumidor para definir as estrat\u00e9gias de relacionamentos em todos os momentos de consumo e pontos de contato. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para isso, fa\u00e7a estudos para identifica\u00e7\u00e3o de temas recorrentes, hor\u00e1rios de atendimento e canais priorit\u00e1rios para busca de informa\u00e7\u00f5es durante a decis\u00e3o de compra, an\u00e1lise da jornada do consumidor e h\u00e1bitos de consumo do p\u00fablico e forne\u00e7a consultoria para an\u00e1lise de cen\u00e1rio atual de atua\u00e7\u00e3o em canais existentes e<\/span><i><span style=\"font-weight: 400;\"> brand persona<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O objetivo \u00e9 compreender necessidades a partir de rastros digitais antes de estabelecer <\/span><b>regras <\/b><span style=\"font-weight: 400;\">e <\/span><b>touchpoints<\/b><span style=\"font-weight: 400;\"> de relacionamento.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h4><b>2. <strong>Humaniza\u00e7\u00e3o e especializa\u00e7\u00e3o do relacionamento<\/strong><\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Relacionamentos verdadeiros, realizados por especialistas no neg\u00f3cio do cliente, sem a mecaniza\u00e7\u00e3o dos scripts, s\u00e3o a chave para um Customer Experience de sucesso.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Na Elife, por exemplo, usamos como estrat\u00e9gia a aloca\u00e7\u00e3o de time de especialistas na \u00e1rea de conhecimento do neg\u00f3cio do cliente (por exemplo, estudantes de gastronomia, arquitetos, m\u00e9dicos, m\u00e3es) e realizamos opera\u00e7\u00f5es de atendimento humanizadas: em coworks, home office ou hospedado na estrutura do cliente. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-4663\" src=\"https:\/\/elife.com.br\/wp-content\/uploads\/2018\/12\/1.png\" alt=\"\" width=\"601\" height=\"334\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">O objetivo \u00e9 buscar qualidade de vida e proximidade de quem atende, evitando os v\u00edcios e o ambiente in\u00f3spito do call center.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Confira como \u00e9 <\/span><span style=\"font-weight: 400;\">um dia na vida do Analista de Customer Experience da Elife:<\/span><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/vfP7XYcxD3s\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<h4><strong>3.<\/strong> <b>Otimiza\u00e7\u00e3o com tecnologia para surpreender <\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Adaptar a tecnologia \u00e0 necessidade de neg\u00f3cios do cliente agrega valor \u00e0 experi\u00eancia do consumidor e reduz custos. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Na Elife, <\/span><a href=\"https:\/\/elife.com.br\/index.php\/2018\/12\/19\/elife-se-consolida-no-mercado-de-bots-e-voice-bots-em-2018\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">apostamos em bots e voice bots integrados \u00e0s necessidades e \u00e0 jornada de consumo<\/span><\/a><span style=\"font-weight: 400;\">, criamos um <\/span><b>Smart Center Digital<\/b><span style=\"font-weight: 400;\"> para redu\u00e7\u00e3o de custos de estruturas caras de call center com a utiliza\u00e7\u00e3o de software em nuvem (SaaS) e redefini\u00e7\u00e3o de fluxos e processos e, por fim, investimos em intelig\u00eancia artificial, garantindo fluxo constante de alimenta\u00e7\u00e3o de bots e voice bots a partir do time que est\u00e1 diretamente conectado ao cliente.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A tecnologia integrada \u00e0s demandas da jornada do consumidor podem surpreender o cliente e otimizar processos.<\/span><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/messages\/t\/centrocolombo\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-4664\" src=\"https:\/\/elife.com.br\/wp-content\/uploads\/2018\/12\/2.gif\" alt=\"\" width=\"599\" height=\"342\" \/><\/a><\/p>\n<p><i><span style=\"font-weight: 400;\">Clique na imagem para conversar com o bot<\/span><\/i><\/p>\n<p>&nbsp;<\/p>\n<p><b>O diferencial da Elife: pessoas + Intelig\u00eancia Artificial trabalhando juntas para criar a melhor experi\u00eancia do consumidor<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Se por um lado falamos cada vez mais de <\/span><b>automa\u00e7\u00e3o do relacionamento<\/b><span style=\"font-weight: 400;\">, com a ado\u00e7\u00e3o em massa de chatbots e voice bots, por outro as marcas buscam oferecer um <\/span><b>atendimento personalizado<\/b><span style=\"font-weight: 400;\">, ajudando o cliente no processo de decis\u00e3o de compra.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cNem todos os temas s\u00e3o automatiz\u00e1veis. Para os que s\u00e3o, os bots resolvem. Para os outros, as tratativas precisam ser feitas por pessoas qualificadas e capacitadas no tema. Ao mesmo tempo em que os bots aparecem para facilitar uma determinada demanda, os profissionais humanos precisam cada vez mais garantir <\/span><b>criatividade e qualidade <\/b><span style=\"font-weight: 400;\">em quest\u00f5es mais complexas. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">A Elife tem essa vis\u00e3o macro e multicanal da Jornada do Cliente e consegue identificar com precis\u00e3o quando usar os bots e os atendimentos humanos nas opera\u00e7\u00f5es de seus clientes\u201d, explica Alexandre Gama. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Em m\u00e9dia, 30% \u00e9 a economia esperada com a ado\u00e7\u00e3o de bots, segundo estudo da <\/span><i><span style=\"font-weight: 400;\">Chatbots Magazine<\/span><\/i><span style=\"font-weight: 400;\">. E parte desta economia, que hoje se traduz em opera\u00e7\u00f5es gigantescas e caras de call center, certamente ir\u00e1 para aprimorar o atendimento oferecido ao consumidor, com menos scripts e mais pessoas reais.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-4665 alignleft\" src=\"https:\/\/elife.com.br\/wp-content\/uploads\/2018\/12\/3.png\" alt=\"\" width=\"150\" height=\"150\" \/><\/p>\n<p>&nbsp;<\/p>\n<h4><a href=\"http:\/\/www.oracle.com\/us\/corporate\/press\/1903222\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Segundo estudo da Oracle<\/span><\/a><span style=\"font-weight: 400;\">, 93% dos executivos entrevistados dizem que <\/span><b>melhorar a experi\u00eancia do cliente<\/b><span style=\"font-weight: 400;\"> \u00e9 uma das tr\u00eas prioridades de suas organiza\u00e7\u00f5es nos pr\u00f3ximos <\/span><b>dois anos<\/b><span style=\"font-weight: 400;\">.<\/span><\/h4>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><b>Voice Bots e Google Assistant: as apostas da Elife para 2019<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Os voice bots ser\u00e3o os grandes respons\u00e1veis pelo corte de custos com call centers e uma das apostas da Elife para otimizar a experi\u00eancia do consumidor com as marcas. Os rob\u00f4s de voz podem realizar conversa\u00e7\u00f5es sobre temas diversos utilizando tecnologias de reconhecimento e s\u00edntese de voz, como o Google Assistant.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para isso, s\u00e3o utilizadas tecnologias oferecidas no mercado atrav\u00e9s das aplica\u00e7\u00f5es em nuvem de intelig\u00eancia artificial, da Amazon e Google, integradas pelas equipes de CRM e Tecnologia da Elife.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">E as aplica\u00e7\u00f5es para atendimento e conhecimento da jornada do consumidor s\u00e3o in\u00fameras: desde bots que entendem voz e respondem com texto\/a\u00e7\u00f5es, bots que recebem texto ou \u00e1udio e respondem por \u00e1udio\/voz, at\u00e9 bots que funcionam totalmente por voz.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Uma das possibilidades \u00e9 o agendamento de tarefas por meio de bots. Em um dos prot\u00f3tipos desenvolvidos para Google Assistant, a Elife criou um assistente inteligente para agendamento de consultas. Aplicativos como este devem reduzir custos e se tornarem padr\u00e3o de mercado na pr\u00f3xima d\u00e9cada.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Confira o v\u00eddeo case: <\/span><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/fIKKA35z1v4\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><b>Pr\u00f3ximos anos em rela\u00e7\u00e3o \u00e0 automatiza\u00e7\u00e3o do atendimento ao cliente<\/b><\/p>\n<p><span style=\"font-weight: 400;\">William Ferreira acredita que a automatiza\u00e7\u00e3o, hoje preocupa\u00e7\u00e3o apenas de grandes empresas, passar\u00e1 a ser um produto comum a todos os segmentos visto que a popula\u00e7\u00e3o geral est\u00e1 se digitalizando e, em m\u00e9dia, <\/span><a href=\"https:\/\/wearesocial.com\/blog\/2018\/01\/global-digital-report-2018\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">o brasileiro j\u00e1 gasta 9h por dia conectado na internet<\/span><\/a><span style=\"font-weight: 400;\">. \u201cIsso tender\u00e1 a democratizar a utiliza\u00e7\u00e3o de rob\u00f4s para respostas imediatas a todo p\u00fablico de uma marca\u201d, afirma.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">J\u00e1 Alexandre Gama ressalta como a necessidade de automatiza\u00e7\u00e3o no atendimento ao cliente \u00e9 evidente. Segundo ele, a evolu\u00e7\u00e3o neste sentido \u00e9 apenas uma quest\u00e3o de cultura. \u201cAinda h\u00e1 inseguran\u00e7a (e falta de conhecimento) por parte de algumas empresas, mas o crescimento da ades\u00e3o aos bots \u00e9 inevit\u00e1vel, pois impacta em redu\u00e7\u00e3o de custo e benef\u00edcios para empresa e consumidor\u201d, finaliza.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">De forma geral, uma boa estrat\u00e9gia de Customer Experience exige mudan\u00e7as organizacionais, otimiza\u00e7\u00e3o de processos, treinamento de pessoas e investimentos em tecnologia.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O futuro das marcas depende de clientes satisfeitos com as experi\u00eancias vividas no processo de atendimento. Por isso, planejar a jornada do consumidor e estruturar o conjunto de intera\u00e7\u00f5es que ser\u00e3o realizadas determinar\u00e1 o sucesso do seu Customer Experience.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Sua empresa est\u00e1 preparada?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f4130-o1\" lang=\"pt-BR\" dir=\"ltr\" data-wpcf7-id=\"4130\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/index.php\/wp-json\/wp\/v2\/posts\/4662#wpcf7-f4130-o1\" method=\"post\" class=\"wpcf7-form init\" aria-label=\"Formul\u00e1rios de contato\" novalidate=\"novalidate\" data-status=\"init\">\n<fieldset class=\"hidden-fields-container\"><input type=\"hidden\" name=\"_wpcf7\" value=\"4130\" \/><input type=\"hidden\" name=\"_wpcf7_version\" value=\"6.2.4.1\" \/><input type=\"hidden\" name=\"_wpcf7_locale\" value=\"pt_BR\" \/><input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f4130-o1\" \/><input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/><input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/>\n<\/fieldset>\n<!--<img decoding=\"async\" class=\"alignnone size-full wp-image-3156\" src=\"https:\/\/elife.com.br\/wp-content\/uploads\/2019\/02\/USAR-SEMPRE-BLOG-ELIFECall_To_Action_Preto.jpg\" alt=\"\" width=\"365\" style=\"margin-bottom: 20px;\" \/>-->\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-3156\" src=\"https:\/\/elife.com.br\/wp-content\/uploads\/2019\/02\/header-form-blue.jpg\" alt=\"\" width=\"365\" style=\"margin-bottom: 20px;\" \/><br \/>\n<label> Seu nome (*)<br \/>\n<span class=\"wpcf7-form-control-wrap\" data-name=\"seu-nome\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required form-control\" aria-required=\"true\" aria-invalid=\"false\" value=\"\" type=\"text\" name=\"seu-nome\" \/><\/span> <\/label>\n<\/p>\n<p><label> Seu e-mail (*)<br \/>\n<span class=\"wpcf7-form-control-wrap\" data-name=\"seu-email\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email form-control\" aria-required=\"true\" aria-invalid=\"false\" value=\"\" type=\"email\" name=\"seu-email\" \/><\/span> <\/label>\n<\/p>\n<p><label> Empresa<br \/>\n<span class=\"wpcf7-form-control-wrap\" data-name=\"sua-empresa\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required form-control\" aria-required=\"true\" aria-invalid=\"false\" value=\"\" type=\"text\" name=\"sua-empresa\" \/><\/span> <\/label>\n<\/p>\n<p><label> Telefone (*)<br \/>\n<span class=\"wpcf7-form-control-wrap\" data-name=\"seu-telefone\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-tel wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-tel form-control\" aria-required=\"true\" aria-invalid=\"false\" value=\"\" type=\"tel\" name=\"seu-telefone\" \/><\/span> <\/label>\n<\/p>\n<p><input class=\"wpcf7-form-control wpcf7-submit has-spinner btn btn-primary bt-blue\" type=\"submit\" value=\"Solicite um Consultor\" \/>\n<\/p>\n<p><script>\ndocument.addEventListener( 'wpcf7mailsent', function( event ) { \nga('send', 'event', 'lead', 'clique', 'Solicite um Consultor - Post Blog');\n}, false );\n<\/script>\n<\/p><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n<\/span><\/p>\n<hr \/>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Para a Elife, uma estrat\u00e9gia de Customer Experience bem sucedida deve se orientar por meio de tr\u00eas pilares principais: &nbsp; 1. Conhecimento e antecipa\u00e7\u00e3o \u00e0 jornada do consumidor \u00c9 preciso analisar o comportamento do consumidor para definir as estrat\u00e9gias de relacionamentos em todos os momentos de consumo e pontos de contato. Para isso, fa\u00e7a estudos [&hellip;]<\/p>\n","protected":false},"author":20,"featured_media":4685,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[346,366,79,167],"class_list":["post-4662","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-customer-experience","tag-humanizacao-do-relacionamento","tag-jornada-do-consumidor","tag-tecnologia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>As apostas da Elife para Customer Experience em 2019 - Elife Brasil<\/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:\/\/elife.com.br\/index.php\/2018\/12\/19\/as-apostas-da-elife-para-customer-experience-em-2019\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"As apostas da Elife para Customer Experience em 2019 - Elife Brasil\" \/>\n<meta property=\"og:description\" content=\"Para a Elife, uma estrat\u00e9gia de Customer Experience bem sucedida deve se orientar por meio de tr\u00eas pilares principais: &nbsp; 1. Conhecimento e antecipa\u00e7\u00e3o \u00e0 jornada do consumidor \u00c9 preciso analisar o comportamento do consumidor para definir as estrat\u00e9gias de relacionamentos em todos os momentos de consumo e pontos de contato. 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