{"id":71691,"date":"2019-08-13T05:00:04","date_gmt":"2019-08-13T12:00:04","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=71691"},"modified":"2019-08-13T05:00:04","modified_gmt":"2019-08-13T12:00:04","slug":"esforco-do-cliente","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/pt-br\/esforco-do-cliente\/","title":{"rendered":"Como entender o esfor\u00e7o do cliente? Descubra aqui!"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">O indicador de esfor\u00e7o do cliente \u00e9 um par\u00e2metro de medi\u00e7\u00e3o para obter informa\u00e7\u00f5es sobre o trabalho que custa ao cliente usar um produto ou servi\u00e7o. Quanto menor o esfor\u00e7o, melhor para a credibilidade da sua organiza\u00e7\u00e3o. Se voc\u00ea tiver essas informa\u00e7\u00f5es na ponta dos dedos, poder\u00e1 fazer as altera\u00e7\u00f5es necess\u00e1rias para a satisfa\u00e7\u00e3o do cliente.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tem sido demonstrado em tempos recentes que o Customer Effort Score (CES) ou o indicador de esfor\u00e7o do cliente \u00e9 um modelo eficiente para julgar a fidelidade do cliente. O CES fornece informa\u00e7\u00f5es detalhadas sobre o comportamento do cliente em termos de intera\u00e7\u00e3o com os v\u00e1rios processos da organiza\u00e7\u00e3o.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Portanto, \u00e9 natural que a pontua\u00e7\u00e3o do esfor\u00e7o do cliente e os par\u00e2metros internos e externos direcionem voc\u00ea para um melhor funcionamento e uma estrutura comercial para sua organiza\u00e7\u00e3o.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Fa\u00e7a benchmarking e obtenha novas ideias sobre o esfor\u00e7o do cliente<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Para ter um processo de benchmarking bem sucedido, voc\u00ea precisa implementar qualquer um desses tr\u00eas m\u00e9todos:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Use um cen\u00e1rio competitivo como seu indicador de esfor\u00e7o do cliente.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Compare suas m\u00e9tricas com os padr\u00f5es globais.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Compare suas m\u00e9tricas com voc\u00ea mesmo.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Use um panorama competitivo<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Estabelecer o CES do seu concorrente \u00e9 o m\u00e9todo de benchmarking mais eficaz.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Considere o seu setor. Por exemplo, a categoria de companhia a\u00e9rea oferece um n\u00edvel diferente de felicidade aos seus clientes, em compara\u00e7\u00e3o com o setor banc\u00e1rio.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Os clientes tendem a mudar com facilidade se sentirem que precisam fazer muito esfor\u00e7o para usar seus produtos ou servi\u00e7os.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Compare suas m\u00e9tricas com os padr\u00f5es globais:<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ao fazer essa compara\u00e7\u00e3o, lembre-se de que as culturas, os estilos de vida e os dados demogr\u00e1ficos em geral ser\u00e3o diferentes entre os locais.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Por exemplo, os resultados que voc\u00ea provavelmente receber\u00e1 na regi\u00e3o da Europa ser\u00e3o drasticamente diferentes daqueles que voc\u00ea recebe dos Estados Unidos. Os europeus s\u00e3o um pouco conservadores e n\u00e3o lhe dar\u00e3o pontua\u00e7\u00f5es altas. A menos que estejam extremamente satisfeitos com a experi\u00eancia. Existem algumas regi\u00f5es nas quais os entrevistados podem dar uma pontua\u00e7\u00e3o muito alta ou muito baixa, mas nunca uma pontua\u00e7\u00e3o m\u00e9dia.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Compare suas m\u00e9tricas com voc\u00ea mesmo:<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A compara\u00e7\u00e3o consigo mesmo \u00e9 uma das maneiras mais impressionantes de crescer.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A melhor maneira de fazer isso \u00e9 comparar sua pontua\u00e7\u00e3o com a pontua\u00e7\u00e3o de seis meses atr\u00e1s.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Dessa forma, se voc\u00ea observar um crescimento m\u00ednimo de 10% em seu \u00cdndice de Esfor\u00e7o do Cliente, significa que sua organiza\u00e7\u00e3o est\u00e1 no caminho certo. Mas, voc\u00ea deve adotar as altera\u00e7\u00f5es o mais r\u00e1pido poss\u00edvel para corrigir essa situa\u00e7\u00e3o.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Prestar aten\u00e7\u00e3o a esses tipos de t\u00f3picos far\u00e1 com que sua empresa se destaque da concorr\u00eancia. Voc\u00ea tamb\u00e9m ter\u00e1 os dados necess\u00e1rios para tomar as melhores decis\u00f5es, boa sorte!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para agilizar seu processo de trabalho e para que tenha recursos que enriquecem seu projeto de pesquisa, utilize uma plataforma online de pesquisa, te convido a conhecer a<\/span><a href=\"https:\/\/www.questionpro.com\/pt-br\/\"> <span style=\"font-weight: 400;\">Questionpro<\/span><\/a><span style=\"font-weight: 400;\">, uma solu\u00e7\u00e3o completa em pesquisa e intelig\u00eancia de mercado. <\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"Conhe\u00e7a a QuestionPro\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/EPKW5TZxSIk?start=1&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">Siga-nos nas redes sociais e receba sempre dicas e novidades:<\/span><a href=\"https:\/\/www.facebook.com\/QuestionPro.Pesquisas.Online\/\"><span style=\"font-weight: 400;\"> Facebook<\/span><\/a><span style=\"font-weight: 400;\">,<\/span><a href=\"https:\/\/twitter.com\/QuestionProBr\"><span style=\"font-weight: 400;\"> Twitter<\/span><\/a><span style=\"font-weight: 400;\">,<\/span><a href=\"https:\/\/www.linkedin.com\/company\/questionpro-br\/\"><span style=\"font-weight: 400;\"> Linkedin<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.instagram.com\/questionprobr\"><span style=\"font-weight: 400;\">Instagram<\/span><\/a><\/p>\n<p>Tamb\u00e9m recomendamos:<\/p>\n<p><a href=\"https:\/\/www.questionpro.com\/blog\/pt-br\/inteligencia-de-mercado\/\" target=\"_blank\" rel=\"bookmark noopener noreferrer\">O que \u00e9 intelig\u00eancia de mercado? Saiba e aplique!<\/a><\/p>\n<p><a href=\"https:\/\/www.questionpro.com\/blog\/pt-br\/vida-do-cliente\/\" target=\"_blank\" rel=\"bookmark noopener noreferrer\">Como calcular o valor da vida do cliente<\/a><\/p>\n<p><a href=\"https:\/\/www.questionpro.com\/blog\/pt-br\/habitos-de-consumo\/\" target=\"_blank\" rel=\"bookmark noopener noreferrer\">Como descobrir os h\u00e1bitos de consumo dos seus clientes<\/a><\/p>\n<p><a href=\"https:\/\/www.questionpro.com\/blog\/pt-br\/metodo-konmari-nos-negocios\/\" target=\"_blank\" rel=\"bookmark noopener noreferrer\">M\u00e9todo Konmari nos neg\u00f3cios: como us\u00e1-lo para ter clientes satisfeitos<\/a><\/p>\n<p><a href=\"https:\/\/www.questionpro.com\/blog\/pt-br\/jornada-do-cliente\/\" target=\"_blank\" rel=\"bookmark noopener noreferrer\">Quais s\u00e3o as etapas da jornada do cliente ou customer journey?<\/a><\/p>\n<p><a href=\"https:\/\/www.questionpro.com\/blog\/pt-br\/internet-no-atendimento-ao-cliente\/\" target=\"_blank\" rel=\"bookmark noopener noreferrer\">O impacto do uso da internet no atendimento ao cliente<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>O indicador de esfor\u00e7o do cliente \u00e9 um par\u00e2metro de medi\u00e7\u00e3o para obter informa\u00e7\u00f5es sobre o trabalho que custa ao [&hellip;]<\/p>\n","protected":false},"author":77,"featured_media":71692,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[211],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Como entender o esfor\u00e7o do cliente? 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