{"id":10754,"date":"2022-09-06T09:30:46","date_gmt":"2022-09-06T12:30:46","guid":{"rendered":"http:\/\/homadesign.co\/?p=10754"},"modified":"2024-09-18T15:17:46","modified_gmt":"2024-09-18T18:17:46","slug":"comportamento-do-cliente","status":"publish","type":"post","link":"https:\/\/homadesign.co\/en\/comportamento-do-cliente\/","title":{"rendered":"Como entender o comportamento do cliente? Descubra agora!"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Fazer com que a tomada de decis\u00e3o seja mais \u00e1gil e precisa \u00e9 uma das principais necessidades das empresas. Servi\u00e7os de <\/span><a href=\"https:\/\/exame.com\/bussola\/dados-podem-ser-determinantes-para-crescimento-da-empresa-voce-sabe-usar\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">big data e analytics<\/span><\/a><span style=\"font-weight: 400;\"> s\u00e3o importantes, mas n\u00e3o s\u00e3o suficientes. \u00c9 preciso entender quem deve estar no centro da estrat\u00e9gia: <\/span><b>\u00e9 preciso investigar o comportamento do cliente<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A seguir, voc\u00ea vai saber mais sobre metodologias e ferramentas que contribuem com o entendimento do comportamento do cliente e como o <\/span><a href=\"https:\/\/homadesign.co\/en\/o-que-e-design-de-servico\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Service Design<\/span><\/a><span style=\"font-weight: 400;\"> pode te apoiar a obter insights valiosos para o seu neg\u00f3cio.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">A import\u00e2ncia de entender o comportamento do cliente\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A pesquisa da <\/span><a href=\"http:\/\/www.europadigital.com.br\/cxtrends\/14\/#zoom=z\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">CX Trends 2022<\/span><\/a><span style=\"font-weight: 400;\"> revelou que 74% dos entrevistados preferem escolher uma marca que ofere\u00e7a uma boa experi\u00eancia, mesmo que precisem gastar mais. Infelizmente, 62% j\u00e1 desistiram de comprar algo, pelo menos uma vez, por conta de uma experi\u00eancia ruim.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O que isso tem a ver com comportamento do cliente? Tudo. Se voc\u00ea sabe como as pessoas que se interessam pela sua marca se comportam, \u00e9 muito mais f\u00e1cil incluir aspectos que v\u00e3o tornar melhor a experi\u00eancia delas, concorda?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Portanto, <\/span><b>os times devem ir al\u00e9m dos n\u00fameros<\/b><span style=\"font-weight: 400;\"> e come\u00e7ar uma coleta criteriosa e bem planejada de <\/span><a href=\"https:\/\/homadesign.co\/en\/dados-qualitativos\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">dados qualitativos<\/span><\/a><span style=\"font-weight: 400;\">. Ou seja, acabar com os \u201cachismos\u201d para dar lugar a um estudo embasado, com uma pesquisa etnogr\u00e1fica.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A import\u00e2ncia dessa an\u00e1lise est\u00e1 em conseguir respostas para perguntas que costumam ser preenchidas de maneira gen\u00e9rica.\u00a0<\/span><\/p>\n<blockquote><p><i><span style=\"font-weight: 400;\"><br \/>\nO que motiva essa pessoa a se interessar pela minha marca?\u00a0<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">Por que ela continua comprando?<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">Como \u00e9 a jornada de compra e o que pode fazer ela desistir de comprar?\u00a0<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">O que ela encontra em outras marcas e n\u00e3o na minha?\u00a0<\/span><\/i><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">As quest\u00f5es acima s\u00e3o apenas alguns exemplos de perguntas que podem ser respondidas em um processo de investiga\u00e7\u00e3o do comportamento do cliente.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cada resposta pode levar \u00e0 cria\u00e7\u00e3o de novidades que trar\u00e3o vantagens competitivas para as empresas, mas n\u00e3o s\u00f3 isso.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Vantagens de conhecer o perfil e os h\u00e1bitos do cliente\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">O estudo de comportamento do cliente ir\u00e1 avaliar caracter\u00edsticas e fatores que interferem no modo de agir das pessoas e em suas jornadas como consumidoras de <\/span><a href=\"https:\/\/homadesign.co\/en\/produto-e-servico\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">produtos e servi\u00e7os<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Assim, alguns dos principais benef\u00edcios deste estudo s\u00e3o:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Traz mais precis\u00e3o \u00e0s campanhas de marketing;\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Melhora a <\/span><a href=\"https:\/\/homadesign.co\/en\/como-fidelizar-clientes-e-aumentar-suas-vendas\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">fideliza\u00e7\u00e3o dos clientes<\/span><\/a><span style=\"font-weight: 400;\">;\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Abre portas para iniciativas de inova\u00e7\u00e3o nas empresas;\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Reduz custos e preju\u00edzos com a\u00e7\u00f5es pouco embasadas;\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Planejamentos s\u00e3o mais embasados e estrat\u00e9gicos.\u00a0<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">5 ferramentas para identificar o comportamento do cliente<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">As ferramentas abaixo n\u00e3o precisam ser desenvolvidas de maneira isolada.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Desse modo, \u00e9 recomendado que elas sejam aplicadas dentro de um mesmo projeto. A compreens\u00e3o \u00e9 ampliada e voc\u00ea ser\u00e1 capaz de entender com muito mais clareza os desafios e diferenciais do seu neg\u00f3cio.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Desenho de personas<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Por meio de uma s\u00e9rie de entrevistas com clientes reais, \u00e9 poss\u00edvel tra\u00e7ar um perfil espec\u00edfico do cliente ideal. Definir a <\/span><a href=\"https:\/\/homadesign.co\/en\/quem-e-a-persona-do-teu-negocio\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">persona do neg\u00f3cio<\/span><\/a><span style=\"font-weight: 400;\"> \u00e9 analisar as caracter\u00edsticas, objetivos, motiva\u00e7\u00f5es, dores, bem como os caminhos que a levam a contratar e buscar o servi\u00e7o de determinada empresa.\u00a0 <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">2. Mapeamento de Stakeholders<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Fazer um mapeamento das pessoas que possuem interesse direto e indireto na sua empresa, ou seja, um <a href=\"https:\/\/homadesign.co\/en\/mapeamento-de-stakeholders-voce-esta-fazendo-da-forma-certa\/\" target=\"_blank\" rel=\"noopener\">mapeamento de <\/a><\/span><span style=\"font-weight: 400;\">stakeholders<\/span><span style=\"font-weight: 400;\">, <\/span><span style=\"font-weight: 400;\">impulsiona o alcance de resultados. Isso porque voc\u00ea passa a ter dados e informa\u00e7\u00f5es sobre qual \u00e9 o impacto que o seu neg\u00f3cio tem na vida dessas pessoas.\u00a0 <\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. Blueprint de Servi\u00e7o\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Essa ferramenta mapeia as emo\u00e7\u00f5es e expectativas da persona ao longo da jornada de compra. Isso significa ter um mapa descritivo dos pontos de intera\u00e7\u00e3o que ela tem com o seu servi\u00e7o. Assim, voc\u00ea pode identificar as oportunidades de otimiza\u00e7\u00e3o e aperfei\u00e7oamento da <\/span><a href=\"https:\/\/homadesign.co\/en\/como-melhorar-a-experiencia-do-cliente\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">experi\u00eancia do cliente<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Quer entender mais sobre blueprint de servi\u00e7o? Baixe agora o e-book: <\/span><a href=\"https:\/\/conteudo.homadesign.co\/ebook-blueprint-de-servico\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Service Blueprint<\/span><\/a><span style=\"font-weight: 400;\"> e conhe\u00e7a 7 elementos pr\u00e1ticos da ferramenta e ainda acesse um template gratuito para aplicar na sua empresa.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/conteudo.homadesign.co\/ebook-blueprint-de-servico\" target=\"_blank\" rel=\"noopener noreferrer\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-12205 size-full\" src=\"https:\/\/homadesign.co\/wp-content\/uploads\/2019\/12\/CTA-Ebook-BS-1.png\" alt=\"\" width=\"600\" height=\"190\" srcset=\"https:\/\/homadesign.co\/wp-content\/uploads\/2019\/12\/CTA-Ebook-BS-1.png 600w, https:\/\/homadesign.co\/wp-content\/uploads\/2019\/12\/CTA-Ebook-BS-1-300x95.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<h3><span style=\"font-weight: 400;\">4. Entrevistas de profundidade<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">As entrevistas de profundidade s\u00e3o conversas realizadas com clientes e\/ou colaboradores internos. Embora a ideia seja deixar a pessoa \u00e0 vontade para falar, algumas perguntas s\u00e3o predefinidas. O intuito \u00e9 tirar o m\u00e1ximo de <\/span><i><span style=\"font-weight: 400;\">insights<\/span><\/i><span style=\"font-weight: 400;\"> e entendimentos para a solu\u00e7\u00e3o de algum problema j\u00e1 mapeado. Para a defini\u00e7\u00e3o das personas, por exemplo, s\u00e3o feitas entrevistas de profundidade com os clientes. <\/span><\/p>\n<h3><span style=\"font-weight: 400;\">5. Cliente Oculto<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Essa t\u00e9cnica consiste em um misto de observa\u00e7\u00e3o e viv\u00eancia. Ocorre quando a pr\u00f3pria equipe de investiga\u00e7\u00e3o de comportamento do cliente percorre o mesmo caminho do cliente. Por exemplo, pensando numa loja online de roupas, a equipe far\u00e1 uma navega\u00e7\u00e3o pelo site e comprar\u00e1 algum item, sempre tomando nota dos aspectos dessa experi\u00eancia.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\"><strong>Como a etnografia amplia a compreens\u00e3o do comportamento dos clientes?<\/strong><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">A etnografia \u00e9 um m\u00e9todo de estudo que vem da Antropologia e da Sociologia. A partir dela, a pessoa pesquisadora analisa aspectos culturais e comportamentais de grupos sociais.\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Para isso, diversos fatores que influenciam na express\u00e3o desses grupos s\u00e3o observados. Alguns deles s\u00e3o:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">poder aquisitivo\/classe social;\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">objetivos e momento de vida;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">cren\u00e7as e valores;\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">tend\u00eancias pessoais e externas;\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">experi\u00eancias anteriores (background).<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Assim, ao analisar os itens acima, \u00e9 poss\u00edvel associ\u00e1-los aos h\u00e1bitos de consumo, ou em outras palavras, ao comportamento do cliente. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Agora voc\u00ea pode pensar: \u201cAh, mas na minha empresa sempre rodamos <\/span><a href=\"https:\/\/homadesign.co\/en\/pesquisa-de-satisfacao-nps\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">pesquisas de satisfa\u00e7\u00e3o<\/span><\/a><span style=\"font-weight: 400;\"> com os clientes, isso n\u00e3o \u00e9 o suficiente?\u201d Nem sempre. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Obviamente, esse tipo de a\u00e7\u00e3o traz v\u00e1rios benef\u00edcios, mas se sua empresa ainda n\u00e3o consegue desenvolver campanhas com seguran\u00e7a, quer lan\u00e7ar um novo produto ou servi\u00e7o, ou est\u00e1 buscando se diferenciar da concorr\u00eancia, fazer um estudo comportamental completo e uma <a href=\"https:\/\/homadesign.co\/en\/pesquisa-etnografica\/\" target=\"_blank\" rel=\"noopener\">pesquisa etnogr\u00e1fica<\/a> ser\u00e1 mais vantajoso.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">O que o design de servi\u00e7o tem a ver com isso?<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">O Design de Servi\u00e7o utiliza metodologias e abordagens para entender o comportamento do cliente a partir de uma vis\u00e3o hol\u00edstica, baseada em diferentes formas de an\u00e1lise. Por fim, ele alia toda essa compreens\u00e3o aos servi\u00e7os oferecidos pela empresa.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A pesquisa etnogr\u00e1fica \u00e9 um dos m\u00e9todos mais utilizados nos projetos de Design de Servi\u00e7o da HOMA. Como voc\u00ea j\u00e1 deve imaginar, esse tipo de pesquisa tamb\u00e9m ocorre na defini\u00e7\u00e3o das personas do neg\u00f3cio, por exemplo.\u00a0\u00a0<\/span><\/p>\n<h5><strong><br \/>\nQuer saber mais sobre isso? Ent\u00e3o, assista \u00e0 <a href=\"https:\/\/conteudo.homadesign.co\/comportamento-do-cliente\" target=\"_blank\" rel=\"noopener noreferrer\">videoaula sobre comportamento do cliente<\/a><\/strong><span style=\"font-weight: 400;\"><strong> promovido pela HOMA &#8211; Design de Servi\u00e7o e entenda t\u00e9cnicas para tra\u00e7ar o perfil comportamental dos seus clientes.<\/strong><\/span><\/h5>\n<hr \/>\n<h6><em><a href=\"https:\/\/br.freepik.com\/fotos-gratis\/feliz-empresario-afro-americano-usando-telefone-celular-e-cartao-de-credito-de-pagamentos-online-enquanto-trabalhava-a-noite-no-escritorio_25743685.htm#page=4&amp;query=ecommerce&amp;position=18&amp;from_view=search\">Imagem de Drazen Zigic<\/a> no Freepik<\/em><\/h6>","protected":false},"excerpt":{"rendered":"<p>Fazer com que a tomada de decis\u00e3o seja mais \u00e1gil e precisa \u00e9 uma das principais necessidades das empresas. Servi\u00e7os de big data e analytics s\u00e3o importantes, mas n\u00e3o s\u00e3o suficientes. \u00c9 preciso entender quem deve estar no centro da estrat\u00e9gia: \u00e9 preciso investigar o comportamento do cliente.\u00a0 A seguir, voc\u00ea vai saber mais sobre [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":12339,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[52],"tags":[],"class_list":["post-10754","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inovacao"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Como entender o comportamento do cliente? Descubra agora!<\/title>\n<meta name=\"description\" content=\"Dados quantitativos n\u00e3o bastam. 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