{"id":11686,"date":"2021-09-08T11:38:35","date_gmt":"2021-09-08T14:38:35","guid":{"rendered":"https:\/\/homadesign.co\/?p=11686"},"modified":"2024-09-17T18:08:30","modified_gmt":"2024-09-17T21:08:30","slug":"jornada-do-usuario","status":"publish","type":"post","link":"https:\/\/homadesign.co\/en\/jornada-do-usuario\/","title":{"rendered":"3 etapas para mapear e aperfei\u00e7oar a Jornada do Usu\u00e1rio"},"content":{"rendered":"

\"jornadaA Jornada do Usu\u00e1rio, tamb\u00e9m chamada de Mapa da Jornada, Jornada do Cliente ou ainda Jornada da Experi\u00eancia, \u00e9 uma ferramenta essencial para entender como cada pessoa interage com a sua empresa a partir dos diferentes pontos de contato, seja por uma liga\u00e7\u00e3o, atendimento presencial ou resposta do suporte via e-mail. Esse mapeamento \u00e9 essencial para identificar momentos de frustra\u00e7\u00e3o e de encantamento dos seus clientes, apoiando a tomada de decis\u00f5es estrat\u00e9gicas, revis\u00e3o de processos e aperfei\u00e7oamento da experi\u00eancia dos clientes.\u00a0<\/span><\/p>\n

Essa vis\u00e3o macro da jornada se torna ainda mais importante com a mudan\u00e7a de comportamento do consumidor<\/a>, bem como a consolida\u00e7\u00e3o dos canais digitais no atendimento aos clientes em estrat\u00e9gias omnichannel. Segundo a terceira edi\u00e7\u00e3o do<\/span> Salesforce Research<\/span><\/a> de 2019, <\/span>cada cliente interage com aproximadamente 8 pontos de contato ao longo da jornada, <\/b>que envolve desde as primeiras impress\u00f5es da marca at\u00e9 o momento do p\u00f3s-venda. Nesse caminho, cada detalhe e ponto de contato \u00e9 importante para proporcionar uma experi\u00eancia \u00fanica, satisfat\u00f3ria e marcante para o seu cliente.<\/span>
<\/b>
<\/span>N\u00e3o por acaso, a Jornada do Usu\u00e1rio \u00e9 uma das principais ferramentas dos projetos de <\/span>Service Design<\/span><\/a>: a partir de diferentes metodologias de pesquisa, \u00e9 poss\u00edvel ter uma vis\u00e3o completa de como os clientes interagem com a sua empresa, as expectativas e necessidades.<\/span>
<\/span><\/p>\n

Entenda melhor a seguir a import\u00e2ncia e como mapear essa jornada, aperfei\u00e7oando os seus servi\u00e7os e a experi\u00eancia do seu p\u00fablico.
<\/span>
<\/span><\/p>\n

Saiba mais sobre o <\/span><\/i>Atendimento Omnichannel e como aperfei\u00e7oar os pontos de contato com o seu cliente<\/span><\/i><\/a>.<\/span><\/i><\/p>\n

Por que a sua empresa deve estruturar um Mapa de Jornada?<\/b><\/h2>\n

O principal benef\u00edcio para adotar a Jornada do Usu\u00e1rio \u00e9 identificar pontos para melhoria e otimiza\u00e7\u00e3o dos servi\u00e7os prestados nas diferentes camadas e setores da sua empresa. Com essa vis\u00e3o \u00e9 poss\u00edvel <\/span>tornar a empresa mais competitiva, fidelizar e atrair clientes<\/a><\/b>, e consequentemente, <\/span>aumentar o lucro e obter novas oportunidades de neg\u00f3cio.<\/b> Ademais, com o mapa de jornada \u00e9 poss\u00edvel:<\/span><\/p>\n

– humanizar os servi\u00e7os, a partir da aproxima\u00e7\u00e3o das experi\u00eancias e necessidades dos clientes;<\/span>
<\/span>– ampliar a colabora\u00e7\u00e3o entre diferentes departamentos, quebrando silos<\/a> e eliminando ru\u00eddos de comunica\u00e7\u00e3o;<\/span>
<\/span>– definir estrat\u00e9gias de neg\u00f3cios e prioridades para a\u00e7\u00f5es de marketing;<\/span>
<\/span>– impulsionar a inova\u00e7\u00e3o nos servi\u00e7os e no atendimento ao cliente;<\/span>
<\/span>– transformar a <\/span>cultura organizacional<\/span><\/a> e muito mais.<\/span>
<\/span><\/p>\n

Ou seja, <\/span>investir no mapeamento da jornada do seu cliente \u00e9 extremamente vantajoso, independente do tempo ou grau de maturidade do seu neg\u00f3cio. <\/b>
<\/span>
<\/span>Leia tamb\u00e9m <\/span><\/i>Blueprint de servi\u00e7o: entenda o que \u00e9 e por que utilizar essa ferramenta<\/span><\/i><\/a>.<\/span><\/i><\/p>\n

Como mapear a Jornada do Usu\u00e1rio em 3 etapas<\/b><\/b><\/h2>\n


Conhe\u00e7a as suas personas e stakeholders<\/b><\/h3>\n

O primeiro passo para iniciar o estudo das jornadas dos clientes \u00e9 definir e conhecer bem as personas<\/a>, que <\/span>s\u00e3o diferentes do p\u00fablico-alvo do seu neg\u00f3cio.<\/b> Uma mesma empresa pode ter in\u00fameras personas e stakeholders que tamb\u00e9m v\u00e3o influenciar na experi\u00eancia e jornadas de compras. Por isso, \u00e9 essencial definir quais personas ser\u00e3o analisadas e priorizadas, pois cada jornada \u00e9 \u00fanica e deve ser mapeada separadamente.\u00a0 <\/span>
<\/span>
<\/span>Ex: a jornada de um estudante universit\u00e1rio \u00e9 completamente diferente de um profissional com anos de experi\u00eancia e estabilidade financeira \u2014 ainda que ambos se interessem por um mesmo servi\u00e7o. Entender essas particularidades e diferen\u00e7as, desde a busca inicial at\u00e9 a contrata\u00e7\u00e3o ou aquisi\u00e7\u00e3o de um servi\u00e7o, \u00e9 fundamental para personalizar o atendimento, ofertas e a experi\u00eancia de cada pessoa. <\/span>
<\/span>
<\/span><\/p>\n

Defina o prop\u00f3sito da Jornada do Cliente<\/b><\/h3>\n

A Jornada do Cliente pode compreender todas as etapas de atendimento e contato da persona com a sua empresa. Mas \u00e9 importante ter em mente qual o objetivo desse mapeamento: diagn\u00f3stico de problemas e falhas no atendimento, ou identificar oportunidades e definir novas experi\u00eancias? Essa escolha ir\u00e1 direcionar melhor as an\u00e1lises das experi\u00eancias dos clientes.<\/span>
<\/span>
<\/span>Al\u00e9m disso, \u00e9 poss\u00edvel criar mapas espec\u00edficos para compreender melhor um canal ou ponto espec\u00edfico de intera\u00e7\u00e3o. Mesmo com o mapeamento completo, \u00e9 importante destacar que <\/span>as jornadas s\u00e3o din\u00e2micas e est\u00e3o em constante evolu\u00e7\u00e3o<\/b>. <\/span>
<\/span>
<\/span>Mudan\u00e7as no time e novas estrat\u00e9gias v\u00e3o implicar em diferentes experi\u00eancias e formas de intera\u00e7\u00e3o do seu cliente, que podem ser acompanhadas para identificar pontos de melhoria e eventuais falhas. <\/span>
<\/span>
<\/span>Leia tamb\u00e9m <\/span><\/i>Mapeamento de stakeholders: voc\u00ea est\u00e1 fazendo da forma certa?<\/span><\/i>
<\/span><\/i><\/i><\/a><\/p>\n

Re\u00fana informa\u00e7\u00f5es e dados sobre a Jornada do Usu\u00e1rio
<\/b><\/h3>\n

A terceira etapa para mapear as experi\u00eancias dos seus clientes \u00e9 buscar informa\u00e7\u00f5es, impress\u00f5es e detalhes das intera\u00e7\u00f5es com os diferentes pontos de contato da sua empresa. Para isso, voc\u00ea pode aplicar entrevistas e trabalhar com diferentes metodologias como o cliente oculto. Nessas an\u00e1lises \u00e9 importante analisar as dores e sentimentos das personas, bem como <\/span>dados qualitativos<\/span><\/a>. <\/span><\/p>\n

B\u00f4nus:<\/b> n\u00e3o se preocupe tanto com a forma de visualiza\u00e7\u00e3o da jornada. Voc\u00ea pode utilizar diferentes ferramentas e modelos de apresenta\u00e7\u00e3o para isso. <\/span>Foque na compreens\u00e3o das dores, sentimentos e desejos das personas.<\/b> Com o <\/span>apoio de especialistas<\/span><\/a>, esse processo se torna mais simples e \u00e1gil, aperfei\u00e7oando tamb\u00e9m a vis\u00e3o para os neg\u00f3cios e identifica\u00e7\u00e3o de oportunidades.<\/span><\/p>\n

\u00a0<\/p>\n

E voc\u00ea? Conhece bem a jornada de experi\u00eancia dos seus clientes? <\/b>Quer saber mais sobre as aplica\u00e7\u00f5es dessa e outras ferramentas para compreender cada vez melhor as necessidades e desejos das suas personas? Ent\u00e3o acompanhe as nossas publica\u00e7\u00f5es! <\/span>
<\/span>
<\/span>Confira tamb\u00e9m o material a seguir sobre<\/span> \u201c<\/span>Como incorporar inova\u00e7\u00e3o na cultura da sua empresa?<\/span><\/a>\u201d <\/span>e se tiver qualquer d\u00favida, <\/span>entre em contato.\u00a0<\/span><\/a><\/p>\n\n\n

\"\"<\/a><\/figure>\n\n\n\n


Photo by UX Indonesia<\/a> on Unsplash<\/a><\/p>","protected":false},"excerpt":{"rendered":"

A Jornada do Usu\u00e1rio, tamb\u00e9m chamada de Mapa da Jornada, Jornada do Cliente ou ainda Jornada da Experi\u00eancia, \u00e9 uma ferramenta essencial para entender como cada pessoa interage com a sua empresa a partir dos diferentes pontos de contato, seja por uma liga\u00e7\u00e3o, atendimento presencial ou resposta do suporte via e-mail. Esse mapeamento \u00e9 essencial […]<\/p>\n","protected":false},"author":6,"featured_media":11693,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[51],"tags":[],"class_list":["post-11686","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-design"],"yoast_head":"\nJornada do Usu\u00e1rio: 3 passos para mapear e aperfei\u00e7oar<\/title>\n<meta name=\"description\" content=\"A Jornada do Usu\u00e1rio \u00e9 essencial para aperfei\u00e7oar a experi\u00eancia dos clientes e se diferenciar no mercado. 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