Clipping of news on Brazilian Culture, Law and Citizenship
21/01/2013
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
Moises 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 care, when it works, is a boon for the consumer and for the company, experts say. The company saves, and humanization can be more enjoyable than the dry answering machine. But the consumer has the perception that, with a more humane way of answer, he will have a more effective solution to your problem. When this happens, it becomes even angrier.
The consultant Roberto Madruga, president of Conquist Consulting, says that humanization is a breakthrough service by calling Audio Response Unit (ARU):
- With the growing number of products and services offered by the companies, and the junction of several services, the URA was getting too big, being impossible to gather all input options in the first menu. To solve this, the URA divided into levels, like a tree. But even so, it was a tough call for a machine. The voice recognition was a solution for the consumer to skip levels and come immediately who can solve your problem.
Madruga notes that the 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. Additionally, 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 verify the reason for the discontent and try to change the situation, because in about 50% of cases the rejection is because the client is not using the right product or service.
Márcio Rolla, expert in consumer behavior, School of Advertising and Marketing (ESPM), agrees that when it works, humanization is better than cold URA.
- The big problem is the perception of the consumer. When it is served by the Oi Eduardo, the feeling is that it was well received and also to have the problem resolved quickly. When you can not solution the first time, the disappointment is greater - Rolla says.
Moises Nunes is trying to cancel a product of Net three months ago:
- When I say that it is canceling transfer me to another department, which does not cancel. Arriving at this point, tell my problem and am transferred again. And often can not be met. The other day I waited for the call from 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 customer, who asked not to be identified, bought the 3G service of course to use the iPad. Upon receiving the service was also handed 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 having problems that would be solved until 17h. I said that my area had no problems and I called for something else, but the machine did not understand. It is very annoying, the client is dead.
The Oi said it no longer uses the voice recognition engine 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 emphasizes that the function of the electronic solution is direct and expedite service requests to the responsible areas. And it says offer the electronic service, the option to contact a representative.
Resolve customer problem conquest
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 Business Strategies Getulio Vargas Foundation in Rio, says that three things really irritate the virtual service: a very large menu of URA, in which the customer 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 customer 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 escapes the standard he falls in limbo. The clerk will try to snap it into the script that he has. When fails, the problem increases because the attendants are trained to answer questions patterns. The problem is the consumer, but to the system as if it were impossible to happen - explains.
According to Teixeira, a person with care is more expensive. In general 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 rapid solutions. Companies fear consumers will act as angry and as the attendants will react, because everything can be recorded and used against them, so prefer electronic. On the other hand, if the attendant margin performance has to solve the problem, you have a satisfied customer.
Source: The Globe - Online
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This article was translated by an automatic translation system, and was therefore not reviewed by people.