{"id":403,"date":"2018-03-09T12:38:19","date_gmt":"2018-03-09T15:38:19","guid":{"rendered":"https:\/\/bridgeconsulting.com.br\/wonder2018\/academy\/?p=403"},"modified":"2026-05-05T09:14:14","modified_gmt":"2026-05-05T12:14:14","slug":"governanca-do-cliente-ele-esta-no-centro-do-seu-negocio","status":"publish","type":"post","link":"https:\/\/www.bridgeconsulting.com.br\/artigos\/governanca-do-cliente-ele-esta-no-centro-do-seu-negocio\/","title":{"rendered":"Governan\u00e7a do Cliente: ele est\u00e1 no centro do seu neg\u00f3cio?"},"content":{"rendered":"[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; overlay_strength=&#8221;0.3&#8243; shape_divider_position=&#8221;bottom&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text]A passagem de uma era para outra n\u00e3o acontece do dia para a noite. A\u00a0transi\u00e7\u00e3o\u00a0se d\u00e1 a partir da sucess\u00e3o de diversos fatos, os quais influenciam e impactam a sociedade. Para exemplificar tais mudan\u00e7as, podemos analisar o crescimento da classe trabalhadora durante a\u00a0<strong>Era Industrial<\/strong>. Entender o processo de ascens\u00e3o e decl\u00ednio da import\u00e2ncia da classe oper\u00e1ria \u00e9 compreender a transi\u00e7\u00e3o entre duas eras: <strong>Industrial<\/strong> x <strong>Informa\u00e7\u00e3o<\/strong>.<\/p>\n<p>Avan\u00e7ando na Era da Informa\u00e7\u00e3o (tamb\u00e9m conhecida como \u201cDigital\u201d ou \u201cda Tecnologia\u201d), vemos nos \u00faltimos anos que a <a href=\"http:\/\/bridgeconsulting.com.br\/insights\/transformacao-digital-e-o-protagonismo-da-ti\/\">Transforma\u00e7\u00e3o Digital<\/a> tem sido uma tem\u00e1tica recorrente nos eventos corporativos que discutem tend\u00eancias de transforma\u00e7\u00f5es organizacionais. <strong>Novas tecnologias, empresas \u00e1geis, processos digitais, mobilidade e, o mais importante, a experi\u00eancia do cliente!<\/strong><\/p>\n<p>Ao fazer uma an\u00e1lise mais objetiva, podemos observar que o foco principal da atual Era da Informa\u00e7\u00e3o \u00e9 o cliente e n\u00e3o a tecnologia. Nesse sentido, o \u201cdigital\u201d \u00e9 apenas um meio para manter as expectativas do cliente e o relacionamento da marca com ele, al\u00e9m, claro, de representar ganhos operacionais para a empresa.<\/p>\n<p>Partindo de uma vis\u00e3o do Marketing, a percep\u00e7\u00e3o \u00e9 que os \u00faltimos cinco anos foram marcados por movimenta\u00e7\u00f5es no mercado que inauguraram a <strong>Era do Cliente<\/strong>. Esse in\u00edcio \u00e9 corroborado por afirma\u00e7\u00f5es de grandes executivos de neg\u00f3cio, como uma frase que j\u00e1 se tornou clich\u00ea no meio corporativo: \u201cO cliente est\u00e1 no centro do neg\u00f3cio.\u201d. A ideia se assemelha a outra antiga afirma\u00e7\u00e3o: \u201cO cliente tem sempre raz\u00e3o!\u201d \u2013 e que os antigos donos de padaria adoravam exibi-la em lugar de grande visibilidade do com\u00e9rcio.<\/p>\n<p>Apesar do clich\u00ea, poucas a\u00e7\u00f5es que buscam elevar o cliente a um n\u00edvel estrat\u00e9gico s\u00e3o vistas nas organiza\u00e7\u00f5es e a tecnologia costuma prevalecer. Nesse contexto, a Bridge prop\u00f5e a implanta\u00e7\u00e3o da <strong>Governan\u00e7a do Cliente<\/strong>. O intuito \u00e9 fazer com que o cliente possua um representante dentro da empresa com poder de decis\u00e3o e com proximidade ao CEO da companhia.<\/p>\n<p>Este tema foi discutido no Simp\u00f3sio Brasileiro de Defesa do Consumidor, onde grandes executivos puderam trazer suas vis\u00f5es em rela\u00e7\u00e3o \u00e0 tecnologia, ao foco e aos processos:<\/p>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; overlay_strength=&#8221;0.3&#8243; shape_divider_position=&#8221;bottom&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/4&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][\/vc_column][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/2&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][image_with_animation image_url=&#8221;408&#8243; alignment=&#8221;center&#8221; animation=&#8221;None&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; max_width=&#8221;100%&#8221;][\/vc_column][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/4&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][\/vc_column][\/vc_row][vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; overlay_strength=&#8221;0.3&#8243; shape_divider_position=&#8221;bottom&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/4&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][\/vc_column][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/2&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][image_with_animation image_url=&#8221;409&#8243; alignment=&#8221;center&#8221; animation=&#8221;None&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; max_width=&#8221;100%&#8221;][\/vc_column][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/4&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][\/vc_column][\/vc_row][vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; overlay_strength=&#8221;0.3&#8243; shape_divider_position=&#8221;bottom&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/4&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][\/vc_column][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/2&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][image_with_animation image_url=&#8221;410&#8243; alignment=&#8221;center&#8221; animation=&#8221;None&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; max_width=&#8221;100%&#8221;][\/vc_column][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/4&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][\/vc_column][\/vc_row][vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; overlay_strength=&#8221;0.3&#8243; shape_divider_position=&#8221;bottom&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text]A Bridge destaca alguns pontos de aten\u00e7\u00e3o para a estrutura\u00e7\u00e3o da Governan\u00e7a do Cliente:<\/p>\n<ul>\n<li>A proposta \u00e9 que a<strong> governan\u00e7a seja conduzida por um especialista<\/strong> com fun\u00e7\u00e3o executiva ou que tenha patroc\u00ednio direto de executivos ou que exista um grupo no Conselho de Administra\u00e7\u00e3o que seja especialista no assunto \u201cconsumidor\u201d. Assim, dentro da alta c\u00fapula, a \u201cvoz do cliente\u201d realmente chegaria aos ouvidos do presidente da companhia.<\/li>\n<li>Essa estrutura deve ter uma vis\u00e3o \u00fanica do cliente da empresa. Esse modelo deve ser constru\u00eddo com o <strong>acompanhamento das intera\u00e7\u00f5es do cliente em diversos canais<\/strong>, sejam eles \u201con\u201d ou \u201coff\u201d.<\/li>\n<li>Essa estrutura tamb\u00e9m deve definir<strong> regras e processos r\u00edgidos que apresentem a forma como se deve lidar com o cliente<\/strong>. Mais do que isso, deve ter uma vis\u00e3o bem clara da experi\u00eancia do consumidor em contato com o produto ou mesmo com a marca.<\/li>\n<\/ul>\n<p>Esses pontos s\u00e3o ratificados por um modelo criado pelo grupo de pesquisa <a href=\"https:\/\/go.forrester.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Forrester\u00ae<\/a> que representa, em alto n\u00edvel, uma boa estrutura de Governan\u00e7a do Cliente. A Bridge desenvolveu o seu pr\u00f3prio esquema, o qual est\u00e1 representado a seguir.[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; overlay_strength=&#8221;0.3&#8243; shape_divider_position=&#8221;bottom&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/4&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][\/vc_column][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/2&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][image_with_animation image_url=&#8221;411&#8243; alignment=&#8221;center&#8221; animation=&#8221;None&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; max_width=&#8221;100%&#8221;][\/vc_column][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/4&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][\/vc_column][\/vc_row][vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; overlay_strength=&#8221;0.3&#8243; shape_divider_position=&#8221;bottom&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text]Podemos, portanto, evidenciar diversas formas de alavancar a experi\u00eancia do cliente, mas que, para serem executadas de maneira efetiva, demandam uma estrutura com vis\u00e3o \u00fanica do cliente, voz do cliente dentro da organiza\u00e7\u00e3o e processos eficientes para a constru\u00e7\u00e3o da base de um relacionamento sustent\u00e1vel entre organiza\u00e7\u00e3o e seus clientes.<\/p>\n<p>A fim de garantir que a Governan\u00e7a do Cliente seja implantada na sua organiza\u00e7\u00e3o, a Bridge Consulting possui um time especializado com atua\u00e7\u00e3o marcada pela excel\u00eancia t\u00e9cnica e entrega de valor. Entre em contato e conte conosco para estruturar e\/ou aprimorar o relacionamento com seus clientes (<a href=\"mailto:contato@bridgeconsulting.com.br\">contato@bridgeconsulting.com.br<\/a>).<br \/>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; overlay_strength=&#8221;0.3&#8243; shape_divider_position=&#8221;bottom&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/6&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][image_with_animation image_url=&#8221;384&#8243; alignment=&#8221;&#8221; animation=&#8221;None&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; max_width=&#8221;100%&#8221;][\/vc_column][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;5\/6&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text]<strong>Leonardo Martins<\/strong> \u00e9 Engenheiro de Computa\u00e7\u00e3o e Inform\u00e1tica pela UFRJ, com MBA em Gerenciamento de Projetos pelo IBMEC. \u00c9 s\u00f3cio da Bridge Consulting, respons\u00e1vel pela gest\u00e3o t\u00e9cnica e comercial de grandes projetos na \u00e1rea de Governan\u00e7a de TI e Gest\u00e3o de Processos de Neg\u00f3cio da empresa. Possui vasta experi\u00eancia com os principais frameworks de TI: ITIL\u00ae V3 2011 e Cobit\u00ae 4.1 e 5 e diversos artigos publicados.[\/vc_column_text][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"<p>[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; overlay_strength=&#8221;0.3&#8243; shape_divider_position=&#8221;bottom&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text]A passagem de uma era para outra n\u00e3o acontece do&#8230;<\/p>\n","protected":false},"author":6,"featured_media":17396,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-403","post","type-post","status-publish","format-standard","has-post-thumbnail","category-artigo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Governan\u00e7a do Cliente: ele est\u00e1 no centro do seu neg\u00f3cio? 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