{"id":10252,"date":"2023-04-10T09:05:37","date_gmt":"2023-04-10T09:05:37","guid":{"rendered":"https:\/\/promoguy.nl\/customer-experience-optimization-analysis-101\/"},"modified":"2024-09-18T01:21:28","modified_gmt":"2024-09-18T01:21:28","slug":"customer-experience-optimization-analysis-101","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/pt\/blog\/2023\/04\/10\/customer-experience-optimization-analysis-101\/","title":{"rendered":"Otimiza\u00e7\u00e3o e an\u00e1lise da experi\u00eancia do cliente 101"},"content":{"rendered":"<p class=\"wp-block-paragraph\">A otimiza\u00e7\u00e3o da experi\u00eancia do cliente \u00e9 fundamental para os processos de qualquer <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/pt\/blog\/vocabulary\/business\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/business\" >comercial<\/a> procurando criar um percurso adequado para o cliente. A otimiza\u00e7\u00e3o da experi\u00eancia do cliente deve ser uma descri\u00e7\u00e3o hol\u00edstica da forma como os clientes se relacionam com os seus produtos, servi\u00e7os e funcion\u00e1rios. Consequentemente, requer o controlo de muitas partes m\u00f3veis complexas.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Neste artigo, vamos abordar a forma de analisar e otimizar os seus processos CX para que possa construir um servi\u00e7o completo para os seus clientes.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Realiza\u00e7\u00e3o de uma an\u00e1lise da experi\u00eancia do cliente<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">A cria\u00e7\u00e3o de um programa de experi\u00eancia do cliente come\u00e7a com a identifica\u00e7\u00e3o dos seus clientes, o que eles querem e a localiza\u00e7\u00e3o dos pontos de contacto cruciais que se cruzam com as suas opera\u00e7\u00f5es. Para efetuar uma an\u00e1lise CX, \u00e9 necess\u00e1rio seguir estes passos:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Encontrar pontos-chave do percurso e pontos de contacto<\/strong>: Identificar onde se encontram os seus clientes em rela\u00e7\u00e3o \u00e0s fases do percurso do cliente e criar um funil para os conduzir \u00e0 convers\u00e3o. Embora possam variar consoante a empresa, as principais fases incluem:<\/li>\r\n<\/ul>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-10290\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2023\/03\/Customer-Touchpoints-02-700x394.png\" alt=\"An\u00e1lise da experi\u00eancia do cliente\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Pontos de percurso e procedimentos de auditoria<\/strong>: Verifique de que forma as suas principais intera\u00e7\u00f5es com o cliente est\u00e3o em conformidade com as suas necessidades, exig\u00eancias, quest\u00f5es e n\u00edvel de informa\u00e7\u00e3o. Uma auditoria deve dividir os clientes nas fases do funil e certificar-se de que o processo corresponde aos m\u00e9todos e abordagens mais eficazes para atrair esse segmento. Eis um exemplo de um fluxograma que ajuda a mapear o ecossistema da experi\u00eancia do cliente:<\/li>\r\n<\/ul>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" class=\"wp-image-9949\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2023\/01\/Costumer-Journey-Layers-1.png\" alt=\"Mapeamento da experi\u00eancia do percurso do cliente\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Recolher o feedback dos clientes<\/strong>: Analise as \u00e1reas de feedback cruciais para compreender a forma como os clientes o percepcionam.<\/li>\r\n<\/ul>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" class=\"wp-image-10291\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2023\/03\/Customer-Touchpoints-01.png\" alt=\"Recolha de dados sobre a experi\u00eancia do cliente\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Para uma an\u00e1lise mais aprofundada, consulte o nosso artigo sobre <a href=\"https:\/\/promoguy.nl\/pt\/blog\/customer-journey-management-for-digital-marketing\/\">otimiza\u00e7\u00e3o e mapeamento do percurso do cliente<\/a>.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Dicas de an\u00e1lise CX<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Para criar corretamente uma experi\u00eancia do cliente poderosa, \u00e9 necess\u00e1rio ter em conta alguns aspectos:<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>Compreender a diferen\u00e7a entre <a href=\"https:\/\/stevenson.libguides.com\/c.php?g=236343\" target=\"_blank\" rel=\"noreferrer noopener\">dados qualitativos e quantitativos<\/a><\/strong>. Os dados qualitativos s\u00e3o mais dif\u00edceis de classificar e de obter n\u00fameros concretos, mas podem ser mais \u00fateis na recolha de respostas com profundidade e permitem que os utilizadores se exprimam com um maior grau de liberdade. Os dados quantitativos s\u00e3o mais f\u00e1ceis de apresentar, contrastar, comparar e reunir em grande n\u00famero. Por outro lado, podem ser limitados e, em alguns casos, podem tamb\u00e9m limitar os inquiridos a respostas prescritas. Escolha sabiamente.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">N\u00e3o se esque\u00e7a de <strong><a href=\"https:\/\/www.novo.co\/blog\/target-market-segmentation\" target=\"_blank\" rel=\"noreferrer noopener\">segmentar os seus v\u00e1rios utilizadores<\/a> criar corretamente uma an\u00e1lise de dados eficaz<\/strong> procedimentos. Os seus clientes podem sempre ser divididos em diferentes subsegmentos, o que beneficia as estrat\u00e9gias de segmenta\u00e7\u00e3o. A segmenta\u00e7\u00e3o demogr\u00e1fica e psicogr\u00e1fica \u00e9 um \u00f3timo ponto de partida. Tente compreender os seus antecedentes, interesses, necessidades de comunica\u00e7\u00e3o e estilos de vida.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Sempre <strong>ter em mente os seus objectivos finais<\/strong>. Compare o que os clientes querem com o fluxo ideal como um roteiro, equilibrando-o com os recursos dispon\u00edveis. Por outro lado, n\u00e3o v\u00e1 atr\u00e1s dos clientes errados nem implemente sistemas apenas porque algumas vozes solit\u00e1rias os recomendaram. Seja fiel \u00e0 utilidade da sua vis\u00e3o do servi\u00e7o ao cliente.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">An\u00e1lise e m\u00e9tricas da experi\u00eancia do cliente<\/h2>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-10293\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2023\/03\/call-center-7040784_960_720-700x618.png\" alt=\"\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Eis algumas das principais m\u00e9tricas que devem ser pesquisadas e analisadas:<\/p>\r\n\r\n\r\n\r\n<ol class=\"wp-block-list\">\r\n<li><strong>Pontua\u00e7\u00e3o do promotor l\u00edquido <\/strong>(NPS): Esta m\u00e9trica mede a probabilidade de um cliente recomendar a empresa a outros. \u00c9 um bom indicador da lealdade e satisfa\u00e7\u00e3o do cliente.<\/li>\r\n\r\n\r\n\r\n<li><strong>Pontua\u00e7\u00e3o de satisfa\u00e7\u00e3o do cliente<\/strong> (CSAT): Esta m\u00e9trica mede o grau de satisfa\u00e7\u00e3o dos clientes com uma determinada intera\u00e7\u00e3o ou experi\u00eancia com a empresa. Pode ser medida atrav\u00e9s de inqu\u00e9ritos ou outros mecanismos de feedback.<\/li>\r\n\r\n\r\n\r\n<li><strong>Pontua\u00e7\u00e3o de esfor\u00e7o do cliente<\/strong> (CES): Esta m\u00e9trica mede a facilidade ou dificuldade com que um cliente concluiu uma determinada tarefa ou interagiu com a empresa. Isto pode incluir coisas como fazer uma encomenda, resolver um problema de apoio ou encontrar informa\u00e7\u00f5es no s\u00edtio Web.<\/li>\r\n\r\n\r\n\r\n<li><strong>Valor do tempo de vida do cliente<\/strong> (CLV): o valor total que os clientes podem trazer \u00e0 empresa durante a sua rela\u00e7\u00e3o comercial. Isto ajuda as empresas a dar prioridade aos seus esfor\u00e7os para reter os clientes actuais e atrair novos clientes.<\/li>\r\n\r\n\r\n\r\n<li><strong>Taxa de rotatividade<\/strong>Taxa de rotatividade: a taxa a que os clientes abandonam a empresa. Uma taxa de churn elevada pode indicar problemas com a experi\u00eancia do cliente ou outros problemas que precisam de ser resolvidos.<\/li>\r\n<\/ol>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Em termos de marketing digital, tamb\u00e9m \u00e9 importante manter o controlo:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Taxa de rejei\u00e7\u00e3o\/sa\u00edda<\/strong>: S\u00e3o bons para identificar onde as pessoas saem e ambos s\u00e3o especialmente \u00fateis para medir o interesse que os clientes podem ter nas fases de p\u00f3s-consci\u00eancia e avalia\u00e7\u00e3o do funil.<\/li>\r\n\r\n\r\n\r\n<li><strong>\u00danico<\/strong> vs <strong>Visitantes recorrentes<\/strong>: Dependendo dos seus objectivos, pode ser bom saber estes dados. Descubra quantas pessoas novas est\u00e1 a atrair ou quantas pessoas est\u00e3o a regressar.<\/li>\r\n\r\n\r\n\r\n<li><strong>Dura\u00e7\u00e3o m\u00e9dia da sess\u00e3o<\/strong>: Quanto tempo \u00e9 que as pessoas permanecem nas suas p\u00e1ginas de servi\u00e7o antes de sa\u00edrem? Est\u00e1 a faltar alguma informa\u00e7\u00e3o que possa aumentar esta estat\u00edstica? Ou h\u00e1 algum problema com a sua segmenta\u00e7\u00e3o, que est\u00e1 a atrair o segmento errado?<\/li>\r\n\r\n\r\n\r\n<li><strong>Taxa de renova\u00e7\u00e3o<\/strong>: O n\u00famero de pessoas que continuam a inscrever-se ou que optam por continuar a sua ades\u00e3o.\u00a0<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Transforma\u00e7\u00e3o da experi\u00eancia do cliente<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">A investiga\u00e7\u00e3o e a implementa\u00e7\u00e3o da experi\u00eancia do cliente s\u00e3o o cora\u00e7\u00e3o de qualquer transforma\u00e7\u00e3o. Eis como pode reinventar o seu processo de CX e de contacto com o cliente:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Fa\u00e7a um inqu\u00e9rito aos clientes para identificar as \u00e1reas que podem ser melhoradas (se ainda n\u00e3o tiver clientes, fa\u00e7a um inqu\u00e9rito ao seu cliente ideal e\u00a0<a href=\"https:\/\/promoguy.nl\/pt\/blog\/buyer-persona-customer-outreach-tips-for-businesses\/\" target=\"_blank\" rel=\"noreferrer noopener\">criar uma buyer persona<\/a>).<\/li>\r\n\r\n\r\n\r\n<li>Certifique-se de que tem pontos de contacto suficientes para maximizar a comunica\u00e7\u00e3o com os clientes (correio eletr\u00f3nico, boletins informativos, p\u00e1ginas de contacto, linhas de apoio ao cliente, etc.).<\/li>\r\n\r\n\r\n\r\n<li>Melhorar a acessibilidade aos seus pontos de contacto.\r\n<ul class=\"wp-block-list\">\r\n<li>Melhor SEO e otimiza\u00e7\u00e3o de palavras-chave para novos clientes.<\/li>\r\n\r\n\r\n\r\n<li>FAQs \u00fateis ou\u00a0<a href=\"https:\/\/promoguy.nl\/pt\/blog\/community-management-customer-engagement\/\">pr\u00e1ticas de gest\u00e3o comunit\u00e1ria<\/a>\u00a0que promovem uma integra\u00e7\u00e3o mais f\u00e1cil do utilizador e fornecem respostas \u00e0s perguntas dos clientes.<\/li>\r\n\r\n\r\n\r\n<li>Facilitar ao m\u00e1ximo o pagamento.<\/li>\r\n\r\n\r\n\r\n<li>Manter activas as linhas de apoio ao cliente e os chatbots para as quest\u00f5es dos clientes.<\/li>\r\n\r\n\r\n\r\n<li>Os engenheiros de sucesso do cliente devem melhorar todos estes aspectos, examinando a CTR, as taxas de sa\u00edda e as taxas de rejei\u00e7\u00e3o.<\/li>\r\n<\/ul>\r\n<\/li>\r\n\r\n\r\n\r\n<li>Reavaliar os processos para descobrir quais os clientes que t\u00eam mais problemas e concentrar-se na cria\u00e7\u00e3o de sistemas que resolvam as suas quest\u00f5es.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Ferramentas CX<\/h2>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" class=\"wp-image-10294\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2023\/03\/technical-4694345_960_720.png\" alt=\"\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Uma das principais formas de impacto da tecnologia na experi\u00eancia de servi\u00e7o ao cliente \u00e9 a abund\u00e2ncia de ferramentas de que dispomos atualmente, desde a automatiza\u00e7\u00e3o do correio eletr\u00f3nico aos chatbots e aos sistemas de CRM. Todas elas permitem que as empresas comuniquem com os clientes e acompanhem as suas necessidades. Aqui est\u00e3o algumas ferramentas cruciais para a experi\u00eancia do cliente.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Ferramentas de automatiza\u00e7\u00e3o da experi\u00eancia do cliente que podem ajudar a comunicar e a ensinar os clientes:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Activecampaign<\/strong>: Um marketing por correio eletr\u00f3nico bem conceituado, <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/pt\/blog\/vocabulary\/marketing\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/marketing\" >marketing<\/a> automa\u00e7\u00e3o, automa\u00e7\u00e3o de vendas e software CRM. \u00c9 especialmente bom para as pequenas empresas, apesar dos formatos de ficheiro limitados e de ser um pouco caro. \u00d3timo para comunicar com os clientes.<\/li>\r\n\r\n\r\n\r\n<li><strong>Piloto de utilizador<\/strong>: Userpilot \u00e9 um produto SaaS que permite \u00e0s empresas criar experi\u00eancias no produto para os seus clientes. Este \u00e9 \u00f3timo para mapear o percurso do cliente.<\/li>\r\n\r\n\r\n\r\n<li><strong>HubSpot<\/strong>: A HubSpot oferece uma s\u00e9rie de funcionalidades que podem ser utilizadas para otimizar a experi\u00eancia do cliente. Os fluxos de trabalho, as p\u00e1ginas de destino, a recolha de feedback e a elabora\u00e7\u00e3o de campanhas de correio eletr\u00f3nico podem sinergizar as suas comunica\u00e7\u00f5es com os clientes.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Eis algumas ferramentas de otimiza\u00e7\u00e3o do servi\u00e7o ao cliente:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Chatbots<\/strong>: A integra\u00e7\u00e3o do chatbot j\u00e1 percorreu um longo caminho. \u00c9 bom ter um bot a tratar de quest\u00f5es simples, mas lembre-se que muitos clientes n\u00e3o gostam deles, por isso use-os com modera\u00e7\u00e3o.<\/li>\r\n\r\n\r\n\r\n<li><strong>Ferramentas de escuta social<\/strong>: Ferramentas como o Hootsuite podem ajud\u00e1-lo a perceber o que os seus clientes est\u00e3o a dizer e quando \u00e9 mencionado online. At\u00e9 mesmo algo t\u00e3o simples como os Alertas do Google podem ajudar muito a mant\u00ea-lo informado.<\/li>\r\n\r\n\r\n\r\n<li><strong>Comunidades e f\u00f3runs em linha<\/strong>: Quer se trate de subreddits ou do Discords, pode utilizar o poder da sua comunidade para criar um ecossistema em que as pessoas se ajudam mutuamente, formam liga\u00e7\u00f5es e lhe fornecem dados valiosos.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Esperamos que as dicas que se seguem lhe tenham dado algumas ideias excelentes sobre como servir o seu p\u00fablico.<\/p>","protected":false},"excerpt":{"rendered":"<p>A otimiza\u00e7\u00e3o da experi\u00eancia do cliente \u00e9 fundamental para os processos de qualquer empresa que pretenda criar um percurso adequado para o cliente. Em termos de marketing digital, tamb\u00e9m \u00e9 importante acompanhar as m\u00e9tricas cruciais que discutimos neste artigo.<\/p>","protected":false},"author":1,"featured_media":12750,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[18,13],"tags":[157,159,158],"wl_entity_type":[47,54],"class_list":["post-10252","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-client-management","category-online-marketing-en","tag-customer-experience","tag-customer-experience-analysis","tag-customer-experience-optimization","wl_entity_type-article","wl_entity_type-faq-page"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Customer Experience Optimization &amp; Analysis 101 - Promoguy Digital Marketing Agency<\/title>\n<meta name=\"description\" content=\"Customer experience optimisation is essential in building any funnel strategy. 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