A experiência e a expectativa
Autor: Lucas Miguel Gnigler | Publicado: 2017-06-08T09:48:00-03:00


No passado, ir ao dentista era garantia de sentir dor. Você
sabia que seria sofrido.



Hoje, a expectativa de quem vai ao dentista é outra. Se algo
desagradável acontecer, você vai reclamar. E você tem nas mãos o poder de
contar para muita gente, em poucos minutos. A tecnologia traz informação,
interação, e torna o cliente (ou paciente) mais exigente. Ele não está mais
sozinho na jornada.



É claro que a tecnologia não influencia só a maneira como
compartilhamos experiências. As pessoas sofriam mais no dentista porque a
tecnologia era precária. O dentista era um prático, sem formação e com ferramentas
parecidas com as de um mecânico. Ou seja: no passado, o problema era a
tecnologia: equipamentos, materiais, conhecimento científico. Hoje não é mais.
Qual é então o problema?



Hoje o problema costuma estar na experiência. E muitos
profissionais não perceberam isso ainda.



Antes de explicar a situação é importante ressaltar: me
refiro à experiência da compra, do uso, do serviço. Como o consumidor vai
experimentar aquilo que o profissional oferece. E pensar nisso é
responsabilidade de quem vende. Pensar nisso é planejar marketing e fomentar a
inovação.



Ouço com certa frequência, e o leitor também deve ouvir: "Eu
tenho qualidade, melhores produtos, sou especialista". Certo, mas isso é o
básico. É o que esperamos, como consumidores. Qualidade é algo muito subjetivo
para ser anunciado como diferencial. O que pode diferenciar é a experiência de
comprar, usar e participar daquilo que você vende. Ou ainda: como cliente, nem
sempre consigo identificar se é bom ou ruim. Mas consigo perceber e sentir (e
comentar por aí) se é divertido, respeitoso, agradável, eficiente.



A oportunidade de se diferenciar está na experiência do
cliente. E quem vende consegue, se quiser, consegue olhar do ponto de vista do
consumidor e tentar entender seus motivos. Sentir a tal empatia. Sentar na
cadeira do paciente e tentar entender o que aquela experiência significa para
ele.


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Enquanto anunciamos por aí que vendemos qualidade, bom
atendimento, preço baixo e condições facilitadas de pagamento, esquecemos de
entender e tentar mudar o que as pessoas pensam e sentem a nosso respeito.