Clipping of news on Brazilian Culture, Law and Citizenship
21/06/2013
This article was translated by an automatic translation system, and was therefore not reviewed by people.
Humanization system brings savings for companies, but the lack of solution may disappoint more
Moses Nunes had problems with compliance with NET PHOTO: Monica imbuzeiro / O Globo
RIO - To solve your problem, the consumer calls the company and is answered by a machine that "conversation" as if it were a person. This form of service, when it works, is a boon to the consumer and the company, experts say. The company saves, and humanization can be more enjoyable than the care of the machine dry. But the consumer has the perception that, with the most humane way to meet, it will have a more effective solution to your problem. When this happens, it becomes even more angry.
The consultant Roberto Madruga, president of conquist Consulting, says that humanization is a breakthrough service by calling the Interactive Voice Response (IVR):
- With the growing number of products and services offered by the companies, and the junction of several services, the URA was getting too big, getting impossible to gather all input options in the first menu. To solve this, we divided the URA levels, like a tree. But even so, it was a tough call for a machine. The voice recognition was a solution to allow consumers to skip levels and come soon who can solve your problem.
Madruga notes that customization of care is beneficial for both parties: the consumer is faster to get to the solution, and humanization is nicer, and the company saves with human service, which is more expensive:
- To work, it is necessary that the IVR voice recognition is well sized and options, easy to understand. In addition, you must have the options to cancel and speak to a representative of truth in the first menu, according to the Law of the SAC (Customer Service) - explains.
Expert: Humanization is better
The consultant notes that customer irritation occurs, especially when he can not find any menu option that facilitates the solution of your problem. Regarding the cancellation, the company must check the reason of discontent and try to change the situation, because in about 50% of cases the rejection occurs because the client is not using the product or service as well.
Márcio Rolla, expert on consumer behavior at the School of Advertising and Marketing (ESPM), agree that, when it works, humanization is better than cold URA.
- The major problem is the perception of the consumer. When it is served by the Hi Eduardo, the feeling is that it was well received and that also have the problem resolved quickly. When you can not solution the first time, the disappointment is greater - Rolla says.
Moses Nunes is trying to cancel a product of Net three months ago:
- When I say that it is canceling me transfer to another sector, which does not cancel. Upon reaching this point, count my problem and I am moved again. And often can not be met. I waited another day care 22h to midnight and a half. When we finally met, I heard that it was time to cancel until midnight. The issue is that I'm depending on the interpretation that the machine does what I say.
Another consumer, who asked not to be identified, bought the 3G service of course to use the iPad. Upon receiving the service was also delivered to him a fixed line, he did not know who would receive and that neither worked.
- I called to complain, and the clerk said that my area was in trouble, that would be solved until 17h. I said that my area had no problems and I called for something else, but the machine does not understand. It is very annoying, the client is dead.
The Hi said it no longer uses the mechanism of voice recognition in attendance.
Net claims that the connections made by Nunes for Customer Service issues involving operation of services and payments, which were clarified. The company points out that the function of the electronic solution is expedite service and direct requests to the responsible areas. And it says offer the electronic service, the option to contact a representative.
Problem solving achievement client
Claro argues that the portion of the fixed line service is made by Embratel. This, in turn, asserts that will verify the problem of the player.
Ricardo Teixeira, Professor of Corporate Strategies Getulio Vargas Foundation in Rio, says that three things really irritate the virtual call: a menu of URA very large, in which the client is lost in options, the menu did not have a choice that identifies your problem, and there is no option to speak to a representative of truth.
- If the consumer solve his problem in the virtual system, will be satisfied. The point is that, even if it is answered by a person, when the problem is beyond the standard he falls in limbo. The attendant will try to fit it into what it has in the script. When you can not, the problem increases because the attendants are trained to respond to standard questions. The consumer's problem is, but for the system as if it were impossible to happen - explains.
According to Teixeira, the attendance of a person is more expensive. On the overall costs of large companies the call center does not weigh much, but it takes a lot of training so that the attendant can solve the problem and win customer loyalty:
- In a script cast, the attendant is hard to find quick solutions. Companies fear as the consumer will act angry and as the attendants will react, because everything can be recorded and used against them, so prefer the electronic. On the other hand, if the attendant has a margin of action to solve the problem, you have a satisfied customer.
Source: The Day - Online
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This article was translated by an automatic translation system, and was therefore not reviewed by people.