Why brands should still be taking a closer look at SAC?
Consumer Day may be celebrated this week, but SAC still sends shivers down the spines, despite the evolution, to those who need the service.
Consumer Day, which takes place this Wednesday (15), should be a particularly different date for retail this year, as recent events have rocked the sector in recent months, such as Lojas Americanas, Tok&Stok and, among others, The Centauro Crisis. It is true that the face of the consumer has changed in recent years, even before the pandemic, an event that accelerated the process of changing the progress of e-commerce. Of course, chain stores had to invest in digital to meet the demand. After a major health crisis, things are not back to normal. He enjoyed the experience of shopping without leaving his seat.
But sometimes companies take away the consumer’s peace of mind when he has to complain or clarify a doubt and has to face that three-letter department, the famous SAC (Consumer Service), which is embarrassing to even talk about. Brands have made a lot of progress in this regard, but they still have a lot to do. For ESPM graduate professor Tatiana Tomaz, companies really need to put the consumer at the center of their strategy by focusing on the customer experience. “Experience is the perception that results from the various interactions a consumer has with channels (physical and digital), devices, employees, products, packaging and other touch points with a brand at all stages of their journey,” he comments.
Pushing the same button doesn’t seem like much, but the teacher says that in order to properly serve a consumer and take care of their experience with a brand, it’s important to map out their journey, as well as the emotions they feel during this journey. “This mapping serves to understand each consumer’s touch point with your brand, and it is possible to understand where consumer emotions are positive and where they are negative, indicating points of improvement or areas of opportunity,” advises Tatiana.
For Celso Andrade, CEO of UOTZ, the company must pay maximum attention to all the processes that comprise the consumer’s journey, from the moment he learns about a product or service to his loyalty, including the “switch off”. “A customer who, for example, finds it difficult to unsubscribe from a service, in addition to never reconsidering their decision, will actively testify against the company.”
Tiago Pereira, head of business development and innovation at MacFor, goes further and says that when it comes to digital marketing, user experience is the main focus point that brands should have. “This ranges from website design to ease of use and navigation; Does it easily find everything you need? – but mainly the check-out process, i.e. the path the consumer takes until the end of the shopping, he informs.
According to him, customer service is also differential and directly related to how customers feel they are cared for. For Pereira, other issues that can drive consumer care are personalization, meaning what products can you recommend to your customer that are actually relevant to them? transparency, i.e. “make information about prices, delivery times and return policies clear; asking for feedback and listening.” “When we talk about retail, certain products stand out in terms of consumer preference. According to an excerpt from a Macfor study based on a survey conducted by Allin with Social Miner, 62% of orders made on Consumer Day 2022 had free shipping. Depending on the cost of delivery, 58% of consumers may abandon the purchase,” he says, adding: “The other point is the method of payment. On Consumer Day 2022, 62.27% used a credit card, often preferred because of the ability to pay in installments over several months or at the end of the month, and 36.42% preferred to pay by bank check. the reason for which may be the store’s discounts, not forgetting about PIX, which stands out for its ease of payment.”
WMcCann Strategy Director Edu Cabral believes that before any feature, the final product or service must truly meet the expectations of the consumer. According to him, turning the audience into a customer is not just a process of magic, it is ultimately to solve the pain of that person’s life, always valuing the quality and transparency of what is served. “I think this is the ultimate sign of respect between the brand and the consumer,” he says.
11:11 agency partner and creative director Renata Antunes says that for her, transparency and alignment of positioning are key points for any care, be it for the consumer or corporate culture. “There is no more place for litany in the speech. An advertiser must be clear about what they are serving. When the word is true and innovative, the consumer leaves with a positive outlook, and the possibility of his return is infinitely great,” he believes.
Marcelo Rullo, head of planning and content at Oliver Latin America, says the first point is to understand that customer service through social media is different from the service a brand typically has in-house, such as email, phone and apps. “When a consumer engages with a brand through networks, whether it’s via an Instagram DM, a comment on a post, or a Twitter thread, the expectation of an SLA response is much lower, as is the expectation of a more personalized service. and intimate. This should be very clear in any care planning,” she suggests. From now on, it is important for him to have a very well-structured FAQ and a well-trained team, so that maximum service can be provided “in the first instance”, ie without involving many internal areas. “The better the quality team understands who their customers are, how they talk and, basically, how they expect to be served, the better,” he asserts.
Businesses can be a little confused to find out where their customer service is lacking. For this reason, the ESPM professor saves what Philip Kotler has already said: “The cost of acquiring new customers can be five to seven times greater than the cost of retaining existing ones, which is why it’s so important to take care of customers and clients. provide a good experience, a frictionless journey.” He cites a Salesforce study, The State of the Connected Customer 5th Edition, to illustrate his point, in which 88% of customers said the shopping experience is as important as or more important than the product or service purchased, or: It is important for brands to provide a good experience to their consumers.
“There are several ways to map and identify where the customer experience is poor, from established metrics such as NPS, CSAT and CES to market research and monitoring unstructured data such as complaint sites and social media : And you have to think about this journey as a CX ecosystem, as a chain, where employees, different partners and suppliers make up the links in this chain that can have a positive or negative impact on the customer,” he analyzes.
Point of contact
Celso Andrade believes that advertisers can discover where they are not doing so well by setting KPIs at each touchpoint of the physical, digital or “phygital” journey. “And through observed deviations, we can act quickly to alleviate the problems of the consumer, and therefore also of the company,” he guarantees.
Tiago Pereira says Macfor has a team of engineers and analysts working on tagging pages on a client’s website to understand consumer behavior. “So the user’s navigation and the actions he takes on the site are mapped and we can understand, for example, if that user starts the purchase process and stops somewhere. From this data collection, we get an idea of the points that might be bad, and we do an AB test to test these hypotheses,” he says.
Edu Cabral says he’s a data junkie when it comes to identifying where a brand is going wrong with the consumer. For him, research, experience, evaluations and feedback are extremely important for the company to stay aligned with reality. “Relying on consumer feedback really helps identify what’s working and what needs improvement.”
Renata Antunes says you don’t have to go far to find out if SAC is bad. For him, experience is about the contact or perception that the consumer has about the brand. “And from there, the consumer today can express themselves through countless channels, through brands’ social networks, SAC and, of course, the oldest, sales numbers. Furthermore, for those of us who work in creativity, there is still intuition and experience in the market. This is the intersection we believe in. We closely monitor this perception and quickly change the course of the strategy if we detect any failure.”
Marcelo Rullo states that listening and service reporting are critical to identifying failures in customer service (be it product, communication, or service). “It is through them that we are able to understand in detail where we have weaknesses and how we can act,” he reveals.
Tatiana Tomaz once again turns to research to guide how brands should operate when it comes to the best way to serve the consumer, as many get chills at the mere thought of being associated with the blessed SAC and its timeless and addictive lines. The professor says there is a Zendesk study, Trends 2022, that shows the disparity in consumer perceptions of Company X regarding customer service. According to him, while 72% of companies surveyed say that customer service is a top business priority in their organization, 68% of customers say that it appears that most companies need to improve the training of customer service agents.
“There are a number of factors for this. From overworked, poorly trained teams, poorly designed processes to a problem that I think is still far from being solved, which is the balance between artificial intelligence and human service,” he shoots.
Read the full story in the March 13, 2023 issue