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Qualidade nas Centrais de Atendimento Telefonico

A qualidade em centrais de atendimento a clientes

                                                                    por José Teofilo Neto

Há cerca de dez anos, quando a indústria de telemarketing iniciava sua rápida decolagem, surgiram inúmeros produtos cuja tecnologia ditou a revolução no setor e fizeram a alegria de “tecnicistas” que trouxeram modelos matemáticos, séries históricas, etc., para medir a qualidade, criando a ditadura dos números sobre o bom senso.

É inegável que o surgimento de grandes call centers fez nascer a necessidade da manutenção de controles essenciais para manter a uniformidade das operações. As centrais de bancos, cartões de crédito e editoras saíram na frente e acabaram ditando certas regras de qualidade.

Muitas foram adotadas pelo mercado, afrontando aquela máxima em comunicação: adaptação ao público-alvo.

Hoje, os bancos, seguradoras, empresas de medicina de grupo e administradoras de cartões de crédito têm inúmeras centrais de atendimento para atender seus diversos públicos. Mas os critérios de qualidade e as métricas parecem que pararam no tempo, com regras que violentam a adaptação da central ao objetivo a que se propõe. Vejamos:

» Em um banco de investimentos em que giram milhões de reais dos grandes capitalistas, como explicar a exigência de tempo de atendimento de três minutos?

» Um dos maiores bancos brasileiros acaba de criar uma central de atendimento exclusiva para atender sua rede de agências. Nos contatos pessoais, todos se tratam pelo nome, abandonando a formalidade do senhor, senhora ou doutor. Pois bem, nos critérios de avaliação dos atendentes dessa central, não tratar o interlocutor (repito, colega de trabalho) por senhor, senhora é falta gravíssima.

» Em uma outra empresa do setor financeiro, caso o “operador” fale um dos seguintes palavrões em uma ligação (dona, ham, tá), ele será preterido em promoções, terá seu bônus reduzido e ainda receberá uma advertência. Sabem o que acontecia? O rendimento da equipe era muito baixo e as vendas caíam mês a mês. O entusiasmo era digno de um velório. A alegação dos operadores: “Sei que vou cometer pelo menos um desses crimes e não terei as vantagens prometidas. Aqui só medem a gente por isso e não pelos resultados financeiros que trazemos. Por sugestão nossa, abrandaram os rigores e passaram a admitir três pecados. Resultado? As vendas dobraram”.

Imaginem vocês como será para essa gente montar uma central de atendimento para a galera do surf ou, então, para o pessoal do hip-hop. Será que farão os atendentes repetirem senhor, senhora e outras exigências dissociadas do público-alvo? Sacou, mano? Ou brother?

Mas, afinal, o que é qualidade? É muito bom ter critérios para se oferecer produtos e serviços que sigam procedimentos preestabelecidos, pois isso dá a garantia que todos os produtos/serviços terão as mesmas características. Isso não quer dizer que o produto/serviço é o melhor, imune a falhas e que tem qualidade absoluta. Nessa questão, o que vale mesmo é a qualidade percebida pelos clientes.

Em call centers, as qualidades percebidas são:
» Facilidade de acesso ao serviço – Isso tem a ver com tecnologia. Linhas descongestionadas, navegação amigável no atendimento eletrônico (URA), com instruções que seu público entende e fácil acesso ao operador/atendente.

» Cortesia do atendente – Isso tem a ver com a real demonstração de educação e interesse. Não basta uma voz bonita, bem colocada. Além do treinamento, aqui também agem as métricas ditatoriais ligadas ao tempo médio de atendimento – que geram a pressão da monitoria e supervisão, que colocam quase tudo a perder.

» Solução do problema – Isso tem a ver com a capacitação do atendente, mais os recursos disponíveis para solucionar a consulta formulada pelo cliente. Sistemas lentos, excesso de burocracia ou de procedimentos para mudar de telas, supervisores inacessíveis, solicitações absurdas (outro dia pediram a data da emissão do meu RG) e desinteresse do atendente, costumam acabar com a qualidade.

A satisfação do cliente tem a ver, inicialmente, com sua expectativa em ter um problema ou solicitação atendidapela empresa que ele escolheu ou escolherá como fornecedora de um produto ou serviço. São muitas as imagens em sua cabeça, todas construídas pela reputação que a empresa conquistou ao longo do tempo.

Pesquisas apontam a Nestlé como uma das empresas de maior reputação entre o público. E quando alguém liga para ela, qual sua expectativa? Certamente, espera o melhor. A percepção fica muito aguçada e, pasmem, não se perdoa qualquer deslize no atendimento, pois escolhi a melhor e nela tudo tem de ser melhor. Pense nisso. E na sua empresa, como está o equilíbrio entre expectativa e percepção?

matéria incluída em: 12/02/2007

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