{"id":22352,"date":"2017-03-15T11:06:19","date_gmt":"2017-03-15T10:06:19","guid":{"rendered":"https:\/\/mailcommsgroup.com\/blog\/day-customer-experience-360th-week-insurance-2017\/"},"modified":"2023-09-08T09:40:06","modified_gmt":"2023-09-08T07:40:06","slug":"day-customer-experience-360th-week-insurance-2017","status":"publish","type":"post","link":"https:\/\/mailcommsgroup.com\/pt\/blog\/day-customer-experience-360th-week-insurance-2017\/","title":{"rendered":"Confer\u00eancia sobre Customer Experience 360\u00ba na Semana dos Seguros organizada pelo INESE"},"content":{"rendered":"

[vc_row][vc_column el_class=”MailTecK & Customer Comms en la Semana del Seguro 2017: Customer Experience 360\u00ba” font_color=”#81d742″][vc_column_text]Javier Echebarr\u00eda, Diretor-Geral da MailTecK & Customer Comms, abriu o evento. Na sua introdu\u00e7\u00e3o, o executivo apresentou o tema que iria ser debatido durante a manh\u00e3, a vis\u00e3o 360\u00ba na experi\u00eancia do cliente com o mediador e a seguradora, dando depois lugar ao primeiro dos especialistas convidados: Carlos Molina, diretor do programa Customer Experience do ICEMD-ESIC e VP Experience & Think da IZO.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=”3\/3″][vc_column_text]Molina destacou o conceito de “customer centricity” como a base para a gest\u00e3o de clientes atrav\u00e9s da comunica\u00e7\u00e3o omnicanal, na qual convergem os formatos f\u00edsico e eletr\u00f3nico. Para o VP Experience & Think of
\n IZO<\/a>
\n<\/strong>a experi\u00eancia do cliente n\u00e3o \u00e9 apenas um servi\u00e7o, mas uma experi\u00eancia apoiada por “uma cadeia de valor que come\u00e7a na promessa da marca”. O resultado dessa experi\u00eancia depende da opini\u00e3o do cliente e, portanto, da reputa\u00e7\u00e3o da empresa, que deve utilizar todos os canais \u00e0 sua disposi\u00e7\u00e3o, sempre sem esquecer uma chave: “encontrar um sistema em que a mesma pergunta tenha a mesma resposta, independentemente do canal atrav\u00e9s do qual ela chega”. Omnicanal.<\/p>\n

Mas como \u00e9 que se cria um canal direto para a media\u00e7\u00e3o? Andr\u00e9s Sandoval, Diretor de Canais Digitais da
\n REALE<\/a>
\n<\/strong>salientou alguns pontos essenciais na sua interven\u00e7\u00e3o posterior. O perfil do utilizador atual, o perfil da empresa e a sua capacidade de se transformar para atingir um novo p\u00fablico s\u00e3o tr\u00eas dos aspectos que destacou. Para Sandoval, uma digitaliza\u00e7\u00e3o eficaz da media\u00e7\u00e3o tem de assentar na coer\u00eancia, independentemente da forma como interage com o cliente, e na previs\u00e3o permanente dos passos a dar no futuro e do seu contexto.<\/p>\n

Javier Echebarr\u00eda voltou ao palco para fazer uma apresenta\u00e7\u00e3o sobre a gest\u00e3o da experi\u00eancia do cliente<\/em> no sector dos seguros. O CEO da MailTecK & Customer Comms sublinhou a import\u00e2ncia para as seguradoras de “satisfazer as exig\u00eancias dos clientes e dos agentes” numa rela\u00e7\u00e3o que pode ter lugar em qualquer altura, em qualquer lugar e atrav\u00e9s de v\u00e1rios dispositivos diferentes. Uma experi\u00eancia do cliente eficaz significa “responder atempadamente, e muitas vezes em tempo real, com uma resposta personalizada baseada na an\u00e1lise do comportamento do cliente”, afirmou. Para Echebarr\u00eda, o objetivo \u00e9 proporcionar a melhor experi\u00eancia com uma vis\u00e3o de 360\u00ba, ultrapassando duas barreiras principais: a complexidade causada pelo elevado n\u00famero de pontos de contacto e a “comunica\u00e7\u00e3o inconsistente e intempestiva” que ocorre quando, em vez de omnicanal, a gest\u00e3o \u00e9 simplesmente multicanal.<\/p>\n

A \u00faltima apresenta\u00e7\u00e3o da manh\u00e3 foi feita por David Gri\u00f1\u00e1n, diretor comercial da
\n Customer Comms<\/a>
\n<\/strong>e Mois\u00e9s Fimat, consultor s\u00e9nior da
\n MailTecK<\/a>
\n<\/strong> & Customer Comms. Durante meia hora, os dois oradores explicaram como criar “a melhor experi\u00eancia para o cliente” com um Welcome Pack Omnicanal que inclui uma assinatura eletr\u00f3nica e uma vis\u00e3o de 360\u00ba do processo de acolhimento e de contrata\u00e7\u00e3o.<\/p>\n

O dia terminou com uma mesa redonda em que se analisou a figura do cliente e a conce\u00e7\u00e3o de uma comunica\u00e7\u00e3o personalizada que permita a “gest\u00e3o autom\u00e1tica do percurso do cliente”.[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

“O que \u00e9 a experi\u00eancia do cliente? Esta quest\u00e3o foi colocada v\u00e1rias vezes aos oradores e participantes na confer\u00eancia Customer Experience 360\u00ba organizada pela MailTecK & Customer Comms durante a \u00faltima Semana dos Seguros, realizada no final de fevereiro. As respostas s\u00e3o variadas, mas uma que sobressaiu foi: “O que o cliente experimenta quando interage com uma empresa ou marca”. E numa era em que o consumidor tem tanto poder que tudo gira em torno das suas necessidades, parece claro que a experi\u00eancia do cliente tem de ser de 360\u00ba, mostrar total consist\u00eancia independentemente do tempo ou do dispositivo que escolhe utilizar e incluir todos os actores no seu desenvolvimento.<\/p>\n","protected":false},"author":13,"featured_media":19314,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[499],"class_list":["post-22352","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias-da-empresa"],"acf":[],"yoast_head":"\nConfer\u00eancia sobre Customer Experience 360\u00ba na Semana dos Seguros organizada pelo INESE - Mailcomms Group<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mailcommsgroup.com\/pt\/blog\/day-customer-experience-360th-week-insurance-2017\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Confer\u00eancia sobre Customer Experience 360\u00ba na Semana dos Seguros organizada pelo INESE - Mailcomms Group\" \/>\n<meta property=\"og:description\" content=\""O que \u00e9 a experi\u00eancia do cliente? 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