{"id":14558,"date":"2022-10-13T09:00:57","date_gmt":"2022-10-13T12:00:57","guid":{"rendered":"https:\/\/news.sap.com\/brazil\/?p=14558"},"modified":"2023-10-19T11:14:45","modified_gmt":"2023-10-19T14:14:45","slug":"customer-experience-inovacao-continua-na-experiencia-do-cliente-bl0g","status":"publish","type":"post","link":"https:\/\/news.sap.com\/brazil\/2022\/10\/customer-experience-inovacao-continua-na-experiencia-do-cliente-bl0g\/","title":{"rendered":"Customer Experience \u2013 Impulsione um crescimento sustent\u00e1vel dos neg\u00f3cios com inova\u00e7\u00e3o cont\u00ednua na experi\u00eancia do cliente"},"content":{"rendered":"

Por: Carlos Caldeira – \u00a0\u00a0\u00a0Especialista em Customer Experience, s\u00f3cio da KC&D e Professor do Insper<\/em><\/p>\n

CX e tecnologia: dados, escalabilidade e intelig\u00eancia<\/em><\/p>\n

Uma das melhores defini\u00e7\u00f5es sobre as mudan\u00e7as nos neg\u00f3cios correntemente ocorrendo \u00e9 da Jeanne Ross do MIT. Segundo ela, as organiza\u00e7\u00f5es precisam abra\u00e7ar a ideia de solu\u00e7\u00f5es (e servi\u00e7os), baseados em dados e informa\u00e7\u00f5es entregues atrav\u00e9s de experi\u00eancias impec\u00e1veis. Esta defini\u00e7\u00e3o \u00e9 boa, pois traz tr\u00eas dos grandes pilares destas mudan\u00e7as: servitiza\u00e7\u00e3o, transforma\u00e7\u00e3o digital e centralidade do cliente.<\/p>\n

Estes pilares s\u00e3o provavelmente indivis\u00edveis. Frequentemente perguntam: a tecnologia \u00e9 necess\u00e1ria para CX? Meu argumento \u00e9 que at\u00e9 a digitaliza\u00e7\u00e3o, CX andava vagarosamente. A maioria queria aplicar, mas n\u00e3o tinha como. N\u00e3o se conseguia medir se havia retorno, n\u00e3o se conseguia medir quais a\u00e7\u00f5es davam mais resultados. A partir da revolu\u00e7\u00e3o da tecnologia, eu argumento que os grandes programas de CX finalmente puderam sair do papel.<\/p>\n

Podemos dizer que \u201ca primeira onda\u201d do uso da tecnologia em CX foi da captura e de implementa\u00e7\u00e3o dos programas. Atrav\u00e9s das solu\u00e7\u00f5es de tecnologia consegu\u00edamos finalmente medir, atrav\u00e9s de pesquisas, a percep\u00e7\u00e3o do cliente e pudemos melhorar as experi\u00eancias oferecidas. E vimos o aparecimento de modelos de neg\u00f3cio baseados em tecnologia e centralidade que movimentaram uma s\u00e9rie de mercados: bancos, corretagem de apartamentos, planos de sa\u00fade, entregas.<\/p>\n

Eu acredito que a \u201csegunda onda\u201d vir\u00e1 tamb\u00e9m atrav\u00e9s da tecnologia, mas estar\u00e1 focada principalmente em dados, escalabilidade e intelig\u00eancia. Em termos de dados, veremos a integra\u00e7\u00e3o de dados operacionais e dados de experi\u00eancia. A import\u00e2ncia das pesquisas ser\u00e1 cada vez menor e atrav\u00e9s dos dados operacionais poderemos fazer infer\u00eancias sobre o comportamento do consumidor. Para isso, ser\u00e1 muito importante a integra\u00e7\u00e3o das plataformas e dados estruturados.<\/p>\n

Um segundo ponto a ser resolvido \u00e9 a escalabilidade. Empresas focadas em CX costumam ter crescimento explosivo e rapidamente a quantidade de dados e a\u00e7\u00f5es necess\u00e1rias para fazer uma correta gest\u00e3o de CX saem de controle. Plataformas escal\u00e1veis e que permitam a automa\u00e7\u00e3o das a\u00e7\u00f5es necess\u00e1rias para fazer o \u201cinner\u201d e o \u201couter loop\u201d s\u00e3o imprescind\u00edveis. Finalmente, com esta quantidade de dados, as organiza\u00e7\u00f5es conseguir\u00e3o ser inteligentes e preditivas. Conseguir\u00e3o entender rela\u00e7\u00f5es complexas e estabelecer uma intelig\u00eancia preditiva para gerir as futuras intera\u00e7\u00f5es com o cliente.<\/p>\n

O caso que mais me chamou a aten\u00e7\u00e3o no 麻豆原创 Sapphire Sao Paulo foi o da CantuStore apresentada no corner de CX do evento. A empresa de venda de pneus operando nos mercados B2B e B2C teve crescimento explosivo na pandemia pulando de 3 para 5% de participa\u00e7\u00e3o de mercado e faturando quase R$ 2 bilh\u00f5es de reais. Nas palavras do fundador, Beto Cantu, \u00e9 uma cl\u00e1ssica empresa de modelo de neg\u00f3cio baseado em tecnologia e centralidade. Uma empresa de log\u00edstica obcecada pelas experi\u00eancias dos clientes que \u201cviu nos pneus\u201d a oportunidade para aplicar suas compet\u00eancias.<\/p>\n

Em minha interpreta\u00e7\u00e3o, a CantuStore est\u00e1 entre a primeira e a segunda onda que comentei anteriormente. Ainda na primeira onda, a CantuStore teve um crescimento explosivo e a solu\u00e7\u00e3o existente foi robusta para prover a escalabilidade necess\u00e1ria e crescer pelas geografias e pelos v\u00e1rios canais de uma estrat\u00e9gia omnicanal sem perder o controle da experi\u00eancia, principalmente no mercado B2B. Os pr\u00f3ximos anos ser\u00e3o voltados a ter o crescimento explosivo tamb\u00e9m do lado do varejo para o consumidor.<\/p>\n

Partindo para segunda onda, a organiza\u00e7\u00e3o come\u00e7ou a usar os dados para incrementar a experi\u00eancia de vendas e fazer an\u00e1lises mais profundas tendo como base dados de experi\u00eancia e dados operacionais. A CantuStore \u00e9 uma empresa para se acompanhar.<\/p>\n

Acompanhe mais novidades nos canais de comunica\u00e7\u00e3o da 麻豆原创:\u00a0 Facebook<\/a>\u00a0<\/a>\/\u00a0Twitter<\/a>\u00a0<\/a>\/\u00a0LinkedIn<\/a>\u00a0<\/a>\/\u00a0Instagram<\/a> \/ YouTube<\/a><\/p>\n

\u00a9 2022 麻豆原创 SE. All rights reserved. 麻豆原创 and other 麻豆原创 products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of 麻豆原创 SE in Germany and other countries. Please see http:\/\/www.sap.com\/corporate-en\/legal\/copyright\/index.epx#trademark<\/a> for additional trademark information and notices.<\/p>\n","protected":false},"excerpt":{"rendered":"

Por: Carlos Caldeira – \u00a0\u00a0\u00a0Especialista em Customer Experience, s\u00f3cio da KC&D e Professor do Insper CX e tecnologia: dados, escalabilidade e intelig\u00eancia Uma das melhores…<\/p>\n","protected":false},"author":561,"featured_media":14569,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[5590831],"tags":[5589657,128578,5599856],"sapn-display":[5599933,5599931,48431,48433],"sapn-type":[6114],"class_list":["post-14558","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-experience","tag-customer-experience","tag-experiencia-do-cliente","tag-sap-sapphire-sao-paulo","sapn-display-feature-hero","sapn-display-feature-spotlight","sapn-display-homepage-hero","sapn-display-hero","sapn-type-artigo"],"yoast_head":"\nCustomer Experience - Sala de Imprensa 麻豆原创 Brasil<\/title>\n<meta name=\"description\" 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