As Fases da Incorporação Imobiliária – Artigo 5: A Importância de um Bom Relacionamento com o Cliente Pós-Venda
Autor: Alexandra de Lima Monteiro | Publicado: 2017-03-15T18:54:00-03:00






Antes de iniciar o assunto sobre o relacionamento com
o cliente pós-venda, propriamente dito, é bom relembrar, de forma sucinta, as principais
características do consumidor atual: muito informado; exigente com o produto e
com o atendimento que recebe; possuidor de grande poder de comunicação através
das redes sociais e que considera bastante o que é publicado nestes canais por
amigos ou influenciadores; valoriza muito as experiências que lhe são
transmitidas; busca a identificação com a marca e/ou produto através de
valores, modo de viver e pensar. Pois bem, quando se fala em relacionamento pós-venda é necessário
compreender que o consumidor continua igual depois que efetiva a compra e que é,
justamente, por já ter adquirido o produto que ele espera receber um
atendimento melhor ainda. 

Nos dias de hoje, mais que nunca, o empresário deve levar
muito em conta aquela máxima: “Quando um cliente é bem atendido, ele conta para
mais cinco pessoas, mas, quando ele é mal atendido, conta para mais cem! ”.
Entretanto, agora, com as redes sociais fazendo parte da vida de todos, um
cliente não conta apenas para cem pessoas o seu descontentamento, ele faz uma
publicação e este número cresce exponencialmente, sem que se tenha a menor
ideia de quantos serão impactados negativamente a respeito da marca ou do
produto (ou dos dois).



Manter um bom grau de satisfação dos clientes é uma
missão que requer atenção constante de uma empresa, seja ela de qualquer segmento.
Tratando-se de uma incorporação imobiliária, este desafio ainda é maior, pois o
cliente adquiriu um bem de muito valor (econômico e sentimental, muitas vezes)
e passa muitos meses aguardando para recebe-lo. Assim, é natural que busque
contato com a incorporadora responsável pelo produto algumas vezes durante este
tempo de espera até como forma de reafirmar a confiança que foi depositada no
momento da compra do imóvel e, a cada vez que é mal recebido nestes contatos,
esta confiança diminui.



Para que esse longo tempo de relacionamento entre
Incorporadora e Cliente (até a entrega do imóvel, no mínimo) seja conduzido da
melhor forma possível e sem frustração de expectativas para o consumidor, é
prudente e necessário a criação de alguns processos internos nas empresas, tais
como:









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<!--StartFragment-->

















<!--EndFragment-->



Atualização do site da empresa: as incorporadoras devem procurar manter todas as
informações muito claras e atualizadas em suas páginas, pois é o primeiro canal
onde grande parte dos clientes irá antes de entrar em contato direto com a
empresa. Questionamentos sobre o andamento da obra são constantes nos canais de
relacionamento, por isso, manter fotos e cronogramas bem atualizados permite
aos clientes maior tranquilidade sobre o andamento do empreendimento. Outras
informações importantes também podem ser veiculadas na página de acesso
restrito do cliente como, por exemplo: datas para realizar a personalização e
devidas instruções; avisos sobre o início de obra e de etapas específicas
desta; datas de envio do informe para Declaração do IR; entre outros
comunicados que podem reduzir a necessidade de contato direto do cliente e
permitem uma relação proativa da empresa e não mais reativa, apenas sob
demanda.










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<![endif]-->



<!--StartFragment-->



<!--EndFragment-->



&nbsp;Emissão de boletos diretamente pelo cliente: grande parte dos contatos diários de clientes com as
incorporadoras é para solicitar boletos atualizados ou a segunda via destes.
Logo, investir em um sistema de TI que permita que os boletos sejam gerados
automaticamente pelos clientes, na área de acesso restrito do site, trará benefícios imensos na
relação. Possibilitar a emissão de segunda via e até de boletos atualizados com
os encargos de atrasos ou descontos de antecipações diretamente pelos clientes,
certamente, melhora o relacionamento, reduz trabalho da equipe de front-office e também facilita a gestão
financeira da carteira.













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  96
 
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<![endif]-->

<!--[if gte mso 10]>

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<![endif]-->



<!--StartFragment-->




&nbsp;Envio de comunicados, convites e lembretes: criar uma agenda de comunicação com os clientes em
cada empreendimento para envio de comunicados, convites e lembretes, via e-mail e/ou via correspondência física, pode
ser outra forma de aproximação e de reduzir os contatos diretos com os canais
de atendimento, como, por exemplo: comunicados sobre os prazos de devolução de
contratos; lembretes de que é possível emitir a segunda via do boleto direto no
site e de como fazer isso; convites
de visitas coletivas à obra; comunicados de como se fazer a vistoria do imóvel
e de como será o processo de entrega das chaves; convocações para Assembleias; etc.&nbsp;












<!--[if gte mso 9]>
 
  
  96
 
<![endif]-->

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  0
  
  
  21
  
  
  false
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<!--StartFragment-->



<!--EndFragment-->
<!--[if !supportLists]-->



Implantação de sistema de CRM e capacitação de equipe: mesmo com todos os
processos acima, que visam criar um relacionamento proativo da empresa para com
o cliente, é necessário ter uma equipe e canais específicos de telefone e e-mail para atender às demandas que
surgem e que não podem ser previstas. Esta equipe deve ser dimensionada
conforme a necessidade, mas, mais importante que o tamanho é o quanto ela
estará preparada para atender aos clientes e solucionar seus problemas rápida e
satisfatoriamente. Investir em um sistema de CRM inteligente e conectado a
outros sistemas da empresa é fundamental, assim como treinar, constantemente, as
equipes de atendimento para que conheçam os empreendimentos, saibam em que
etapas estes se encontram e com quais responsáveis devem falar, possam padronizar
respostas a perguntas que são frequentes ou tenham condições de identificar a
necessidade de uma comunicação formal e coletiva sobre alguma questão
persistente. Medir os resultados da equipe, a fim de mensurar os tempos de resposta e finalização dos casos também é muito importante nestes casos.










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<!--StartFragment-->



<!--EndFragment-->



&nbsp; &nbsp;&nbsp;Monitoramento e atualização das redes sociais: atualmente, ter páginas nas redes sociais é
imprescindível a qualquer empresa, mas é necessário entender que estas páginas
serão mais um canal de comunicação com seus clientes. Dessa forma, é crucial
manter uma equipe (própria ou terceirizada) 24 horas – e não é força de
expressão, a equipe deve estar atenta 24 horas mesmo – para monitorar o que é
falado nestes canais, pois normalmente, se uma reclamação não é atendida em até
trinta minutos e resolvida em até duas horas após postada, os estragos à imagem
poderão ser enormes, dada a velocidade em que será visualizada e, até,
multiplicada na rede.

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  <w:LsdException Locked="false" Priority="46"
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  <w:LsdException Locked="false" Priority="51"
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  <w:LsdException Locked="false" Priority="52"
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<![endif]-->

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table.MsoNormalTable
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<![endif]-->



<!--StartFragment-->


Importante mesmo é que o incorporador compreenda que,
mais importante que captar um cliente é satisfazê-lo a fidelizá-lo, pois ainda
e cada dia mais, o velho “boca-a-boca” conta como parte imprescindível do
sucesso de uma marca. Clientes satisfeitos são o verdadeiro tesouro de qualquer
negócio.






<!--EndFragment-->
<!--[if !supportLists]-->


<!--EndFragment-->
<!--[if !supportLists]-->