By Fabio Costa *
On July 16, 2019, the platform “Don't Disturb Me”, Created by telephone operators as determined by the National Telecommunications Agency (Anatel). Through the website, consumers can block telemarketing calls that offer fixed and mobile telephony, internet and pay TV packages.
In the first 12 hours of operation alone, the platform registered more than 320 thousand registered consumers and 240 thousand requests for blocking, according to SindiTelebrasil, an entity that represents telephone companies in the country. In one week, the number of registrations hit the mark of 1.5 million people. These are expressive numbers that turn on a yellow light for the sales teams of companies in all segments, as this is a “mass” movement.
We are facing the Fourth Industrial Revolution, a time marked by more demanding customers, who demand a more personalized relationship and, above all, with more influence and decision power. To illustrate this new moment, I quote a study by Salesforce, which pointed out that 89% of Brazilian customers believe that the experience with the brand is as important as the products offered by it. In addition, 94% of the interviewees affirm that an essential factor for this experience to be positive is to have a personalized service, and not to be treated only as “one more number”.
Therefore, the first contact of the brand with the consumer must be made very carefully, at the right time and through the most appropriate channel. After all, as the saying goes: “The first impression is what remains”. To achieve this positive result, it is important to carefully align all internal processes, organizational culture, team integration, employee training and work tools. Each approach needs to focus on the customer's success and help them increase brand satisfaction.
Technology for more intelligence
In the survey State of Service 2019, produced by Salesforce, 31% of the Brazilian professionals interviewed say they do not have all the technologies necessary to carry out their work, which, consequently, generates a drop in the quality of the service offered. So it is necessary for companies to adopt solutions that provide a complete view of the customer, since their first contact with the brand, to increase the quality of services and allow personalization of this contact with the customer, so that he feels special and not just “ plus a phone number ”in the list of the telemarketing operator.
Many sales representatives divide into multiple functions or sink into bureaucracy, leaving the relationship with the customer and the sale itself in the background. Implementing technologies that free them from these activities and leave them focused on the customer, from pre to post sales, will certainly have a positive impact on business.
A positive aspect of the research is that 88% of decision-makers say they have made significant investments in training professionals, and 78% indicate that improving the skills of the workforce is a priority for their companies for the next two years. This demonstrates that the level of work developed for the areas of customer service and sales is improving, and with the highest ruler it will be increasingly necessary to plan strategies to sell more and better.
Strong and customer-oriented culture
Often the company's strategy is focused on the customer, but the corporate culture does not promote this value. For this to work, the customer's success must be at the center of the organizational culture of the brands. It is necessary to inspire all employees in all areas to develop this value, not only with speeches, but with actions and training. So start right now thinking about how to surprise and satisfy your customer, so that he does not want to one day include your company in a list of "unwanted"
Fabio Costa *, Salesforce Brasil general manager
Warning: The opinion presented in this article is the responsibility of its author and not of ABES - Brazilian Association of Software Companies
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