CX e UX: onde se encontram e como utilizá-las para aprimorar processos de negócios
A experiência do cliente (CX) e a experiência do usuário (UX) são, muitas vezes, confundidas como a mesma coisa. E são realmente semelhantes, não apenas na maneira que são utilizadas para otimizar os negócios, mas também na forma como funcionam para o engajamento do cliente/usuário.
Além disso, uma boa UX tem impacto direto na experiência do cliente, o que exige das empresas um melhor entendimento das jornadas envolvidas, cada uma com suas características e atritos diferentes, mas que podem se cruzar em algum momento.
O que é UX?
A norma ISO 9242-210 define a UX como “percepções e respostas de uma pessoa que resultam do uso ou uso esperado de um produto, serviço ou produto”. Tal conceito se relaciona às “emoções, crenças, preferências, percepções, respostas, comportamentos e realizações durante e após o uso”. Resumindo: é a maneira com que o usuário interage com produtos e serviços de uma empresa.
O que é CX?
Já a experiência do cliente é um conceito mais abrangente e diz respeito às interações realizadas pelo cliente com uma marca e como ele se sente em relação a essas interações. A CX também está relacionada às emoções, percepções e realizações que ocorrem durante a jornada do cliente e ciclo de vida de um produto.
Isso envolve desde o atendimento ao cliente, passando por processos de venda e entrega de produtos, reputação da marca e, ainda, a UX entregue por cada produto ou serviço oferecido pela empresa.
Como explorar a UX para melhorar a CX
Analisar dados capturados por toda a jornada do cliente é a resposta. Ao analisar informações sobre o comportamento e preferências do cliente é possível criar produtos e serviços que atendam às suas necessidades e melhorem sua experiência.
O relacionamento entre clientes e empresas pode durar anos, por isso é essencial analisar esse relacionamento e entender como a experiência oferecida em cada interação impacta nas decisões do cliente, e isso envolve o que esse cliente precisa fazer para realizar uma tarefa e encontrar o resultado que deseja.
Personalize recomendações aos clientes
A personalização é fundamental para engajar e fidelizar clientes. Relatório da RedPoint Global mostra que 63% dos clientes esperam por serviços e produtos personalizados e que 38% deles se sentem valorizados quando as marcas enviam recomendações com base em suas compras anteriores.
Otimize a jornada do cliente
O mesmo relatório traz a informação de que 67% dos profissionais de produtos não sabem por que os clientes desistem de usar seus produtos. Por exemplo, falhas no aplicativo móvel podem ser responsáveis pelo abandono de um carrinho de compras.
Mas o que causa essas falhas? A análise de dados permite entender padrões de comportamento que levam ao abandono, permitindo que a empresa redesenhe a experiência do usuário para reduzir atritos durante a jornada, facilitando que o cliente alcance seu objetivo.
Crie personas mais precisas
Rastrear e monitorar dados sociais contribui para uma melhor noção de quais são as pessoas que realmente mostram interesse pelos produtos e serviços da empresa. Com acesso a essas informações, é possível criar personas mais precisas e, com isso, atender às necessidades e preferências desses possíveis clientes.
Entregue uma experiência omnichannel
O grande número de canais de contato existentes exige que a empresa invista em uma estratégia omnichannel, que permita aos clientes migrar de um canal para outro no momento que desejarem, mantendo o contexto. Ao analisar dados do cliente, é possível conhecer quais seus canais preferidos e, com isso, redesenhá-los para tornar sua jornada mais cômoda e melhorar a UX por meio de recursos e sinalizações que tornem mais fácil a identificação de como eles se comportam em cada canal.
Melhore a usabilidade
Dados provenientes do atendimento ao cliente podem entregar uma visão mais completa de possíveis gargalos na sua jornada e ajudar a descobrir se há problemas com a usabilidade de produtos e serviços. Por exemplo, clientes têm dificuldade em encontrar informações sobre os produtos da empresa. Ao simplificar a navegação no site ou aplicativo, é possível melhorar a UX e consequentemente a CX.
Encontre gatilhos emocionais
A análise de sentimentos analisa informações do cliente para entender como ele se sente em relação à marca, seus produtos e serviços. Analisar padrões emocionais tanto positivos como negativos contribui para transformar a UX de forma a aprimorar a experiência do cliente.
A UX é fator crítico para a experiência geral do cliente. Dessa forma, precisam caminhar lado a lado para o sucesso dos negócios e para que o cliente receba a melhor experiência possível. Empresas que ainda não entenderam essa importância correm o risco de ficar alguns passos atrás de concorrentes mais preparados e focados no cliente.
A Kron Digital conta com um time especializado para entender os detalhes que envolvem o processo de negócios. Por meio de técnicas de Design Thinking e conceitos de UI/UX, buscamos resultados mais assertivos para sua empresa. Entre em contato e fale com um dos nossos especialistas.
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