{"id":19161,"date":"2022-12-07T14:05:34","date_gmt":"2022-12-07T17:05:34","guid":{"rendered":"https:\/\/www.bridgeconsulting.com.br\/?p=19161"},"modified":"2026-05-05T09:14:07","modified_gmt":"2026-05-05T12:14:07","slug":"customer-centricity-o-desafio-de-manter-a-estrategia-centrada-no-cliente","status":"publish","type":"post","link":"https:\/\/www.bridgeconsulting.com.br\/artigos\/customer-centricity-o-desafio-de-manter-a-estrategia-centrada-no-cliente\/","title":{"rendered":"Customer Centricity: o desafio de manter a estrat\u00e9gia centrada no cliente"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”10px” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” bg_color=”#eff0f4″ scene_position=”center” top_padding=”30″ bottom_padding=”30″ left_padding_desktop=”30″ right_padding_desktop=”30″ text_color=”dark” text_align=”left” row_border_radius=”5px” row_border_radius_applies=”bg” overflow=”visible” advanced_gradient_angle=”0″ overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_color=”#dd3333″ shape_divider_position=”bottom” bg_image_animation=”none” shape_type=”waves” gradient_type=”default”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_custom_heading text=”\u2022 Desdobramento da estrat\u00e9gia” font_container=”tag:h3|font_size:16|text_align:left|color:%234f4f4f|line_height:1″ use_theme_fonts=”yes” link=”url:%23estrategia”][vc_custom_heading text=”\u2022 Dificuldade em entender a voz do cliente” font_container=”tag:h3|font_size:16|text_align:left|color:%234f4f4f|line_height:1″ use_theme_fonts=”yes” link=”url:%23voz”][vc_custom_heading text=”\u2022 Adequar os processos internos e a estrutura organizacional” font_container=”tag:h3|font_size:16|text_align:left|color:%234f4f4f|line_height:1″ use_theme_fonts=”yes” link=”url:%23adequar-processos%20″][vc_custom_heading text=”\u2022 Aferi\u00e7\u00e3o de resultados” font_container=”tag:h3|font_size:16|text_align:left|color:%234f4f4f|line_height:1″ use_theme_fonts=”yes” link=”url:%23resultados”][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” top_padding=”40″ left_margin_phone=”25″ right_margin_phone=”20″ text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” advanced_gradient_angle=”0″ overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” shape_type=”” gradient_type=”default”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]A busca pela expans\u00e3o de mercados e cria\u00e7\u00e3o de novos produtos e servi\u00e7os ainda tem se mostrado como uma prioridade estrat\u00e9gica para as organiza\u00e7\u00f5es. Em pesquisa recente do Gartner\u00ae sobre as \u00e1reas priorit\u00e1rias para o ciclo 2022\/2023, 51% dos respondentes colocaram a expans\u00e3o como destaque para suas organiza\u00e7\u00f5es.<\/p>\n

O desafio de reinventar o neg\u00f3cio nos dias de hoje est\u00e1 diretamente relacionado ao entendimento do cliente e como o produto\/servi\u00e7o se encaixa em sua jornada. N\u00e3o por acaso, os temas \u201cProdutos e Servi\u00e7os\u201d<\/strong> e \u201cConsumidor\u201d<\/strong> aumentaram sua relev\u00e2ncia, crescendo respectivamente 43% e 26% em rela\u00e7\u00e3o a 2021.[\/vc_column_text][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/6″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column_inner][vc_column_inner column_padding=”padding-3-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” top_margin=”2%” bottom_margin=”2%” column_element_spacing=”default” background_color=”#0091b9″ background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”5px” column_link_target=”_self” advanced_gradient_angle=”0″ gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”2\/3″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” gradient_type=”default”][image_with_animation image_url=”19239″ image_size=”full” animation_type=”entrance” animation=”Fade In” hover_animation=”none” alignment=”” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][vc_column_text]\n

Fonte: adaptado de CEOs Turn a Sharp Eye to Workforce Issues and Sustainability in 2022-23<\/a>, Gartner\u00ae.<\/span><\/h6>\n[\/vc_column_text][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/6″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column_inner][\/vc_row_inner][vc_column_text]Nesse sentido, termos como \u201cCustomer Experience\u201d<\/strong>, \u201cCustomer Centricity\u201d<\/strong> e \u201cUX\u201d<\/strong> s\u00e3o cada vez mais utilizados nas discuss\u00f5es estrat\u00e9gicas e alinhados ao desenvolvimento de produtos e servi\u00e7os dentro das organiza\u00e7\u00f5es.\u00a0 Tais discuss\u00f5es passam por trazer o cliente para o centro do pensamento da estrat\u00e9gia do produto ou do servi\u00e7o, buscando entender suas caracter\u00edsticas, jornadas e necessidades.<\/p>\n

Segundo o Gartner\u00ae, Customer Centricity,<\/strong> o termo mais completo nesse sentido, busca desenvolver a habilidade de entender as percep\u00e7\u00f5es, expectativas e situa\u00e7\u00f5es vividas pelo cliente, visto que \u00e9 ele o principal benefici\u00e1rio das solu\u00e7\u00f5es criadas pelas organiza\u00e7\u00f5es e pela percep\u00e7\u00e3o de valor das solu\u00e7\u00f5es. Nesse sentido, toda a organiza\u00e7\u00e3o deve buscar alinhar suas atividades e tomadas de decis\u00e3o de modo a gerar valor para o cliente<\/strong>.<\/p>\n

Alinhada aos m\u00e9todos \u00e1geis, a estrat\u00e9gia voltada ao cliente pode ser poderosa para gerar produtos e servi\u00e7os mais disruptivos para a organiza\u00e7\u00e3o. No entanto, essa transforma\u00e7\u00e3o passa por uma quest\u00e3o cultural que nem sempre \u00e9 simples de ser tratada.<\/p>\n

Ao realizar projetos de melhorias de processos, produtos e servi\u00e7os em organiza\u00e7\u00f5es que trabalhamos, identificamos dificuldades comuns para ado\u00e7\u00e3o de uma mentalidade voltada ao cliente. Compartilhamos abaixo as principais:<\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”full_width_background” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” bg_color=”#e8e9ed” mouse_based_parallax_bg=”true” scene_position=”center” layer_one_image=”19226″ layer_one_strength=”0″ top_padding=”2%” bottom_padding=”2%” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” id=”estrategia” advanced_gradient_angle=”0″ overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” shape_type=”” gradient_type=”default”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_row_inner equal_height=”yes” content_placement=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/12″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”19205″ image_size=”full” animation_type=”entrance” animation=”Fade In” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”11\/12″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][split_line_heading animation_type=”line-reveal-by-space” font_style=”h2″ text_color=”#1c1c1c” line_reveal_by_space_text_effect=”letter-reveal-bottom” content_alignment=”default” mobile_content_alignment=”inherit” link_target=”_self” text_content=”Desdobramento da estrat\u00e9gia” font_size=”26″][\/split_line_heading][\/vc_column_inner][\/vc_row_inner][vc_row_inner content_placement=”bottom” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]Percebemos que, apesar das organiza\u00e7\u00f5es buscarem em sua estrat\u00e9gia geral o foco no cliente, nem sempre o desdobramento t\u00e1tico consegue materializar esse direcionamento. A camada m\u00e9dia de gest\u00e3o acaba lidando com algumas dificuldades nesse desdobramento seja por prioridades atravessadas ou pela falta de prepara\u00e7\u00e3o sobre como realizar esse planejamento de forma \u00e1gil.<\/p>\n

Abaixo, a figura do Cone da Incerteza nos mostra que, no n\u00edvel t\u00e1tico, ainda \u00e9 prevista uma incerteza muito grande quanto ao que deve ser entregue, por\u00e9m alguma previsibilidade \u00e9 necess\u00e1ria para guiar o trabalho e estabelecer compromissos.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner content_placement=”bottom” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/6″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column_inner][vc_column_inner column_padding=”padding-2-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color=”#ffffff” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”5px” column_link_target=”_self” advanced_gradient_angle=”0″ gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”2\/3″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” gradient_type=”default”][image_with_animation image_url=”19166″ image_size=”full” animation_type=”entrance” animation=”Fade In” hover_animation=”none” alignment=”” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][vc_column_text]\n

Fonte:\u00a0Avoiding Audience Disappointment in Product Roadmap Delivery<\/a>, 2022, Gartner\u00ae.<\/span><\/h6>\n[\/vc_column_text][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/6″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column_inner][\/vc_row_inner][vc_row_inner content_placement=”bottom” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]Essa dificuldade em estabelecer o que ser\u00e1 entregue e como reportar aos superiores acaba gerando press\u00e3o por reportes mais preditivos, retirando a flexibilidade de incorporar os feedbacks do cliente e se adaptar.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”padding-2-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color=”#ffffff” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”5px” column_link_target=”_self” advanced_gradient_angle=”0″ gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” gradient_type=”default”][vc_text_separator title=”Como lidar?” i_type=”typicons” i_icon_typicons=”typcn typcn-lightbulb” i_color=”peacoc” title_align=”separator_align_left” align=”align_right” color=”peacoc” add_icon=”true”][vc_column_text]No n\u00edvel t\u00e1tico, \u00e9 preciso estabelecer as diretrizes que guiar\u00e3o o produto, ou o servi\u00e7o, a partir dos objetivos estabelecidos na estrat\u00e9gia corporativa. Esse alinhamento precisa ser claro e estruturado para que haja um desdobramento operacional efetivo.<\/p>\n

Nesse sentido, uma ferramenta ainda subestimada pelas organiza\u00e7\u00f5es que est\u00e3o adotando a agilidade e o foco no cliente \u00e9 a constru\u00e7\u00e3o do roadmap. O roadmap permite trabalhar com horizontes de tempo de m\u00e9dio prazo e estabelecer macro objetivos e marcos importantes, ajudando a nortear os temas a serem trabalhados no per\u00edodo. <\/strong><\/p>\n

Essa ferramenta n\u00e3o deve conter um horizonte de tempo muito extenso e deve ser atualizada com regularidade, sendo sugerido um horizonte de 1 a 3 anos a depender da volatilidade do mercado no qual o produto\/servi\u00e7o est\u00e1 inserido.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row type=”full_width_background” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” mouse_based_parallax_bg=”true” scene_position=”center” layer_one_image=”19217″ layer_one_strength=”1″ top_padding=”2%” bottom_padding=”2%” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” id=”voz” advanced_gradient_angle=”0″ overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” shape_type=”” gradient_type=”default”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_row_inner equal_height=”yes” content_placement=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/12″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”19206″ image_size=”full” animation_type=”entrance” animation=”Fade In” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”11\/12″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][split_line_heading animation_type=”line-reveal-by-space” font_style=”h2″ text_color=”#1c1c1c” line_reveal_by_space_text_effect=”letter-reveal-bottom” content_alignment=”default” mobile_content_alignment=”inherit” link_target=”_self” text_content=”Dificuldade em entender a voz do cliente” font_size=”26″][\/split_line_heading][\/vc_column_inner][\/vc_row_inner][vc_row_inner content_placement=”bottom” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]Outra dificuldade que observamos \u00e9 a de se colocar no lugar do cliente ou, at\u00e9 mesmo, trabalhar em conjunto para entender suas necessidades. Por mais simples que seja o entendimento do conceito \u201ccolocar o cliente no centro\u201d<\/strong>, quando isso \u00e9 desdobrado a partir de workshops para brainstoming do que pode ser melhorado, criado ou incorporado, vemos uma grande dificuldade em estabelecer um pensamento do externo para o interno.<\/p>\n

Quase sempre s\u00e3o colocados em pauta processos, ferramentas e estruturas internas j\u00e1 existentes, dando mais enfoque nos fluxos internos e n\u00e3o na fluidez do que acontece para o cliente.<\/p>\n

Como consequ\u00eancia, n\u00e3o h\u00e1 o verdadeiro entendimento da voz do cliente e as proposi\u00e7\u00f5es de melhorias se mostram bastante relacionadas ao que j\u00e1 \u00e9 executado hoje, buscando otimiza\u00e7\u00e3o sem grande disrup\u00e7\u00e3o.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”padding-2-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color=”#eff0f4″ background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”5px” column_link_target=”_self” advanced_gradient_angle=”0″ gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” gradient_type=”default”][vc_text_separator title=”Como lidar?” i_type=”typicons” i_icon_typicons=”typcn typcn-lightbulb” i_color=”peacoc” title_align=”separator_align_left” align=”align_right” color=”peacoc” add_icon=”true”][vc_column_text]A utiliza\u00e7\u00e3o do mapa de empatia para entendimento do cliente, com a percep\u00e7\u00e3o de como ele se comporta em diversos sentidos, como sentimentos, pensamentos e falas, ajuda a identificar as necessidades e, posteriormente, traduzi-las em objetivos e a\u00e7\u00f5es.<\/p>\n

De forma complementar, o mapa da jornada do cliente<\/strong> auxilia na visualiza\u00e7\u00e3o do fluxo de consumo do produto, ou servi\u00e7o, dentro do contexto do cliente. Todas as intera\u00e7\u00f5es com o cliente s\u00e3o mapeadas, bem como os canais de contato, pensamentos e sentimentos, al\u00e9m da identifica\u00e7\u00e3o de oportunidades de melhoria e poss\u00edveis limita\u00e7\u00f5es. O mapa da jornada do cliente deve ser um documento bem visual e sua constru\u00e7\u00e3o o mais interativa poss\u00edvel, buscando agregar diferentes vis\u00f5es.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row type=”full_width_background” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” bg_color=”#e8e9ed” mouse_based_parallax_bg=”true” scene_position=”center” layer_one_image=”19222″ layer_one_strength=”0″ top_padding=”2%” bottom_padding=”2%” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” id=”adequar-processos” advanced_gradient_angle=”0″ overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” shape_type=”” gradient_type=”default”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_row_inner equal_height=”yes” content_placement=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/12″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”19207″ image_size=”full” animation_type=”entrance” animation=”Fade In” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”11\/12″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][split_line_heading animation_type=”line-reveal-by-space” font_style=”h2″ text_color=”#1c1c1c” line_reveal_by_space_text_effect=”letter-reveal-bottom” content_alignment=”default” mobile_content_alignment=”inherit” link_target=”_self” text_content=”Adequar os processos internos e a estrutura organizacional” font_size=”26″][\/split_line_heading][\/vc_column_inner][\/vc_row_inner][vc_row_inner content_placement=”bottom” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]Tamb\u00e9m observamos um engessamento dos processos internos e da estrutura organizacional frente \u00e0s necessidades de adapta\u00e7\u00e3o para evolu\u00e7\u00e3o das propostas estabelecidas com foco no cliente. As organiza\u00e7\u00f5es que apresentam essa dificuldade enxergam que as \u00e1reas de relacionamento direto com o cliente que devem ser flex\u00edveis, mas esquecem que as organiza\u00e7\u00f5es s\u00e3o complexas e as \u00e1reas interdependentes.<\/p>\n

Ter os melhores canais de contato, usabilidade de plataforma ou um servi\u00e7o excepcional de atendimento podem n\u00e3o superar uma demora de retorno ao cliente por causa de atividades internas que ainda se mostram engessadas. Por isso, \u00e9 preciso revisitar todos os pontos que interferem na jornada do cliente.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”padding-2-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color=”#ffffff” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”5px” column_link_target=”_self” advanced_gradient_angle=”0″ gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” gradient_type=”default”][vc_text_separator title=”Como lidar?” i_type=”typicons” i_icon_typicons=”typcn typcn-lightbulb” i_color=”peacoc” title_align=”separator_align_left” align=”align_right” color=”peacoc” add_icon=”true”][vc_column_text]Avalie o envolvimento de todas as \u00e1reas que se relacionam, direta ou indiretamente, na constru\u00e7\u00e3o de propostas que envolvem iniciativas de foco no cliente. Veja o fluxo por entrega de valor permeando todas essas \u00e1reas, e n\u00e3o por \u00e1reas, pois o resultado pretendido s\u00f3 ser\u00e1 obtido a partir da intera\u00e7\u00e3o entre diferentes processos organizacionais.<\/p>\n

Seja criativo para mobilizar e engajar todos n\u00e3o apenas nas solu\u00e7\u00f5es para o cliente, mas em como a empresa pode se organizar melhor para o atendimento dessas solu\u00e7\u00f5es.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row type=”full_width_background” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” mouse_based_parallax_bg=”true” scene_position=”center” layer_one_image=”19219″ layer_one_strength=”1″ top_padding=”2%” bottom_padding=”2%” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” id=”resultados” advanced_gradient_angle=”0″ overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” shape_type=”” gradient_type=”default”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_row_inner equal_height=”yes” content_placement=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/12″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”19208″ image_size=”full” animation_type=”entrance” animation=”Fade In” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”11\/12″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][split_line_heading animation_type=”line-reveal-by-space” font_style=”h2″ text_color=”#1c1c1c” line_reveal_by_space_text_effect=”letter-reveal-bottom” content_alignment=”default” mobile_content_alignment=”inherit” link_target=”_self” text_content=”Aferi\u00e7\u00e3o de resultados” font_size=”26″][\/split_line_heading][\/vc_column_inner][\/vc_row_inner][vc_row_inner content_placement=”bottom” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]Por \u00faltimo, vemos que no momento do entendimento das necessidades, da jornada do cliente e das oportunidades de melhoria pouco se fala sobre como medir os resultados que ser\u00e3o obtidos a partir da implementa\u00e7\u00e3o das mudan\u00e7as. O que acaba acontecendo \u00e9 que, ap\u00f3s a conclus\u00e3o de projetos de revis\u00e3o de processos, produtos e servi\u00e7os, as equipes s\u00e3o desmobilizadas e a iniciativa n\u00e3o \u00e9 mais revisitada. A falta de aferi\u00e7\u00e3o dos resultados, se foram positivos, indiferentes ou at\u00e9 mesmo negativos ao neg\u00f3cio, acaba n\u00e3o gerando visibilidade e aprendizado para a organiza\u00e7\u00e3o.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”padding-2-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color=”#eff0f4″ background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”5px” column_link_target=”_self” advanced_gradient_angle=”0″ gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” gradient_type=”default”][vc_text_separator title=”Como lidar?” i_type=”typicons” i_icon_typicons=”typcn typcn-lightbulb” i_color=”peacoc” title_align=”separator_align_left” align=”align_right” color=”peacoc” add_icon=”true”][vc_column_text]Busque estabelecer quais ser\u00e3o os objetivos a serem atingidos com a iniciativa, como ser\u00e3o medidos e em quanto tempo os resultados ser\u00e3o obtidos. Deixe uma equipe parcialmente dedicada para o acompanhamento e aconselhamento da equipe operacional envolvida para garantir que adapta\u00e7\u00f5es necess\u00e1rias sejam feitas. Divulgue os resultados dentro da organiza\u00e7\u00e3o e fortale\u00e7a a cultura com foco no cliente.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” bottom_padding=”0″ left_margin_phone=”25″ right_margin_phone=”20″ text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” id=”o-que-ocorreu” advanced_gradient_angle=”0″ overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” shape_type=”” gradient_type=”default”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][divider line_type=”No Line” custom_height=”10″][vc_column_text css=”.vc_custom_1670425066001{padding-bottom: 10px !important;}”]Quer saber mais sobre o assunto e como a Bridge & Co. pode apoiar a sua organiza\u00e7\u00e3o nessa jornada?[\/vc_column_text][divider line_type=”No Line” custom_height=”10″][vc_row_inner column_margin=”default” column_direction=”defau
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