Photo: Propaganda / Dino
A good customer experience with the company’s service is no longer a differentiation, it becomes a matter of survival. global search CX Trends 2022, released by Zendesk, showed that customers are becoming increasingly less tolerant of what they see as poor service. The survey of 3,511 consumers and 4,670 customer service leaders, agents and buyers from 21 countries and organizations showed that 76% would not return after two bad experiences with the company.
Additionally, 61% of customers said they would turn to a competitor after one bad experience. Business leaders also noted the importance of good service. 64% of them said that customer service had a positive impact on the company’s growth. 60% responded that good service improved customer retention, and nearly half said they had seen an increase in cross-selling ability.
The survey reveals, as assessed by Zendesk, that those responsible for customer service play an increasingly important role within companies. But they don’t need to be alone in this task. With over 15 years of experience working on projects and customer support, Business Officer Sigrid Siqueira Pessanha says customer and business service teams can and should be strengthened by a Project Manager, a professional dedicated to understanding all client needs and pointing out the best solutions to serve them.
“The project manager is someone who will be close to the customer, be in direct contact with stakeholders and understand their real needs, which directly means knowing the customer’s suffering, facilitating the sale, increasing the space in the customer and in many cases without competition, as the security of knowledge of the environment mitigates risks and increases the chances of project success.
The business manager also explains that when this professional has knowledge of sales, the control and effort used in developing projects (or products) tend to become more effective, and changes that may arise within the scope of these projects are dealt with in a more effective manner. correctly, which saves time and resources.
“Another important point of sales through the project manager is that the effort in planning will be reduced, since the analysis and alignment of scope, effort and risk have already been done to a great extent at the time of the sale; not to mention the technical knowledge to align expectations with the client, making it clear what can be provided and what is Not technically possible,” Sigrid Pessanha reported.
She concludes that the advantages of including and training a project manager in the sales team only bring advantages to companies that do not want to be left behind in the race to find customers. “I see five points as results obtained by the company by investing in a project manager: being proactive with orders, influencing customer decision, optimizing results, correct alignment of new sales expectations and good delivery, ensuring that doors are opened for future business,” forehead.
Brazilian companies should invest more in customer experience in 2022
The Zendesk survey showed that in Brazil, companies’ priorities for the next 12 months are tied to services. 68% said they would drive better customer experiences, 46% intend to increase efficiency, 26% will build trusting relationships with customers, 28% want to increase customer satisfaction, and 21% want to increase sustainability.
In addition to Brazil, the survey was conducted in countries such as Australia, France, Germany, Japan, Mexico, the United Kingdom, India, Singapore, South Korea, Belgium, Luxembourg, Denmark, Norway, the United States, Spain and Italy. , among other things.
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