SAC 3.0: Sua empresa está pronta para essa inovação?

Fazer a avaliação da capacidade de uma empresa para implantar uma nova técnica ou ferramenta de relacionamento com o cliente, como o SAC 3.0, pode levantar questões que atestam a necessidade de inovar nos procedimentos e infraestrutura da empresa — o que nem sempre é bem recebido pelos gestores.

Mas a verdade é que o mercado e a concorrência estão sempre em constante evolução, e não acompanhar ou até mesmo ser a referência da inovação pode representar a ruína de uma empresa. Este é o caso da inovação nos serviços de relacionamento com os clientes. É preciso considerar, por exemplo, a mudança de comportamento do consumidor que tem usado as redes sociais com mais frequência e importância.

E é neste ambiente que o SAC 3.0 vai atuar. Conheça neste artigo os detalhes desta nova forma de interação com o cliente e se sua empresa está preparada para interagir com os clientes neste nível de conectividade!

 

O que é o SAC 3.0

O SAC 3.0 é a forma de relacionar com o cliente em todos os canais possíveis de contato de forma integrada e contínua. Seja nas redes sociais ou nos canais de atendimento do call center, chat, WhatsApp ou e-mail, todas as interações são armazenadas em um histórico único do cliente e formam um perfil detalhado de suas preferências e necessidades, que pode ser acessado à qualquer momento.

Qual a diferença entre o SAC 3.0 e o SAC 2.0?

O SAC 2.0 já evidencia a importância das redes sociais, se atentando em oferecer canais independentes de atendimento via Facebook, Twitter e Instagram. Não é incomum que além do endereço oficial da empresa "@nomedaempresa" também exista o endereço do SAC "@atendimentonomedaempresa" para receber reclamações, sugestões e dúvidas dos clientes nas redes sociais, oferecendo agilidade na resposta e demonstrando preocupação com a imagem nas mídias sociais.

A diferença para o SAC 3.0 está na interatividade com os demais canais e com o processamento de todas as comunicações para a definição do perfil do cliente e, por isso, ele é visto como a evolução do SAC 2.0.

Quais ferramentas são necessárias para sua implantação?

A primeira análise a ser feita é quais mídias são mais utilizadas pelos consumidores da empresa e quais suas ferramentas corporativas disponíveis, como publicidade, conexão com outras redes sociais, etc. Feito isso, a empresa deve definir uma estratégia de gestão para o SAC 3.0 que contemple os seguintes aspectos:

Equipe especializada para o SAC 3.0

Quem administrará melhor o SAC 3.0, a área de atendimento ou a equipe de marketing? O ideal é alinhar as duas áreas e compor uma equipe que detenha conhecimentos dos produtos e do atendimento ao cliente, e uma equipe de marketing que saiba monitorar e transmitir a informação para o cliente de forma assertiva, explorando uma boa reputação.

Ferramentas de monitoramento

Como as redes sociais são muito dinâmicas e pulverizadas, é preciso utilizar ferramentas que procurem menções do nome da empresa a todo momento. Algumas ferramentas como o Seekr podem agilizar este processo, mas a equipe também deve criar rotinas de acompanhamento específicas das páginas e redes sociais para agir rapidamente quando uma menção estiver ganhando força.

É preciso lembrar que as menções nem sempre são negativas. Os clientes também usam as redes sociais para relatar bons atendimentos e situações inusitadas que tenham agradado. Interagir com o cliente nestes momentos só aumentará a satisfação dele com a experiência de compra, contribuindo para uma publicidade viral e positiva para a empresa.

Metas específicas e indicadores

A empresa deve definir metas e indicadores específicos para o SAC 3.0, como o índice de reclamações em sites como o Reclame Aqui, tempo de resposta das reclamações feitas nas redes sociais, número de comentários positivos x número de comentários negativos e outros específicos da área de atuação da empresa.

Isso fará com que seja possível acompanhar a efetividade do serviço, as tendências comportamentais dos clientes neste ambiente e em quais mídias e canais a empresa deve investir mais.

Quais as vantagens da utilização do SAC 3.0

É indiscutível que a presença nas redes sociais é essencial para o relacionamento com os clientes, pois é o canal em que eles têm se mostrado mais presentes e ativos. Mas não somente pela acessibilidade, mas também pela demonstração do perfil contemporâneo da empresa, que aposta nas tecnologias e nas preferências de seus clientes para seu posicionamento. Esta imagem é fundamental para que se estabeleça uma relação de fidelização do cliente.

Uma empresa que busca inovações demonstra sua capacidade de se manter no mercado, e os clientes entenderão que poderão contar com sua presença num futuro próximo. Além disso, a agilidade que as redes sociais proporciona também pode favorecer a empresa. Se antes havia uma preocupação com o que o cliente falaria para as pessoas próximas a ele, hoje em dia preocupa-se primeiro com o que ele falará em suas redes sociais. Porém, o que ele verbaliza não pode ser corrigido ou reparado pela empresa, mas nas redes sociais é possível retratar antes que o efeito seja muito negativo.

Então, sua empresa está pronta para essa inovação?

Se esta ainda é uma dúvida que paira e impede a tomada de decisão, saiba que avaliar seus serviços atuais e organizá-los de forma eficiente é um grande passo em direção ao SAC 3.0.

Estar em sintonia com as Legislações vigentes e ter sistemas eficientes no SAC físico é uma forma de se preparar para formas mais inovadoras de interação com o cliente, pois eles sempre serão barreiras para a resolução das demandas dos clientes antes que elas cheguem às redes sociais.

Sistemas como o de gravação de voz, que são obrigatórios em alguns setores e que permitem uma busca rápida em seus históricos são um bom exemplo em que a solução pode ser apresentada para o cliente antes mesmo que ele faça seus comentários nas redes sociais.

Por isso, a agilidade das respostas sempre será uma característica fundamental para o SAC, seja ele tradicional ou SAC 3.0, assim como fomentar a insatisfação do cliente fazendo ele repetir várias vezes a mesma informação, que é outro erro grave de um atendimento.

Quer conhecer outros erros que precisam ser riscados da sua relação com o cliente? Então, leia agora o post sobre os 7 erros que você não pode comenter em seu SAC e prepare sua equipe!

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