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//E-commerce//Inbound Marketing | por | 5 de abril de 2016
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O pós-venda é uma etapa importantíssima no e-commerce. Um atendimento diferenciado é o que conquista o cliente!

clientes-fidelizados

 

A quantidade de e-commerces que acreditam que a relação com o cliente acaba depois da confirmação do pagamento é grande. Maior ainda é o número de clientes que eles estão perdendo por não dar a devida atenção ao que é mais importante: o próprio cliente.

 

Com a enorme concorrência que existe na internet, nem sempre é quem oferece o menor preço que consegue o cliente e sim aquela loja que tem ótimas avaliações de outros clientes, loja na qual este possível comprador sentirá segurança para realizar transações e acredita que será bem atendido. Uma pesquisa avaliando o comportamento de usuários de e-commerce constatou que 70% deles confiam nas avaliações que outros usuários publicam e 75% diz que as opiniões publicadas são importantes ou muito importantes na decisão de realizar a compra. Os compradores que publicam sua opinião sobre a experiência de compra também consomem 33% mais que outros.

 

Para fidelizar um cliente, o atendimento pós-venda deve ser realizado tão bem quanto o atendimento pré-venda, quando se está atraindo o consumidor. E neste atendimento podem ser empregadas várias práticas, veja algumas:

 

Mantenha o bom atendimento

 

É importante ser gentil. Mande um agradecimento pela escolha do seu e-commerce e pela finalização da compra. Uma mensagem por e-mail é suficiente para que o cliente se sinta apreciado pela empresa.

 

Pergunte ao seu cliente sobre sua experiência de compra

 

Ao finalizar a compra, dê ao seu cliente a oportunidade de realizar um feedback. Um estudo realizado pela Cint mostrou que dos consumidores que são solicitados a avaliar uma marca 56% deles se sentem mais atraídos por ela.

 

Forneça um pequeno questionário, perguntando como foi a experiência de compra, o atendimento obtido, quais os pontos fortes e fracos do seu e-commerce. São muitas as questões que podem dar um bom panorama de como o cliente se sentiu com o atendimento, mas é importante que este seja um convite, uma oportunidade para o cliente se expressar objetivamente, pois um formulário extenso é logo deixado de lado.

 

Forneça conteúdo

 

Solicite o cadastro do e-mail para o envio de newsletter, boletins e outros conteúdos que possam ser do interesse do consumidor. Fornecer informações relevantes para o seu dia-a-dia em uma base periódica mantém a sua marca em uma posição privilegiada na mente deste cliente. Assim como ações em redes sociais constroem e mantém o relacionamento, permitindo maior interação entre as partes.

 

Informe a situação da mercadoria

 

Depois do pedido feito, o cliente fica ansioso esperando a chegada do produto. Mantenha-o informado quanto a este processo. Forneça o número de rastreamento para o acompanhamento das etapas de entrega ou envie e-mails que o façam. Esta ação deixa o cliente mais tranquilo e passa confiança.

 

Atenda questões posteriores à entrega

 

Com a mercadoria entregue é importante avaliar a satisfação do cliente em relação ao produto recebido. Ofereça canais para que ele possa esclarecer dúvidas, reportar defeitos ou problemas e solicitar outros serviços como a troca ou devolução. Uma empresa que está aberta a resolver qualquer problema que haja com a compra é mais bem vista pelo cliente e também mais recomendada.

avaliacao-e-commerce

 

A atenção ao pós-venda é o primeiro passo para a fidelização de clientes. A “retenção” de clientes é muito importante para o e-commerce, onde um cliente fiel, que confia na marca e sempre volta por ela, é muito mais benéfico e rentável para a empresa do que tentar atrair novos clientes constantemente.

 

Um cliente fidelizado, pela sua experiência anterior, é mais propenso a consumir mais, dada a confiança adquirida. Agindo, também, como propagador, indicando a marca/ empresa para qualquer pessoa do círculo social que tenha as mesmas necessidades. E consumidores leais sempre darão a preferência ao que já é conhecido e do agrado ante a concorrência.

 

Mas para realizar a captação de leads (clientes fidelizados) de forma apropriada, é preciso seguir algumas estratégias.

pos-venda-fidelizacao-clientes

 

Esteja presente nos diferentes meios de comunicação. A comodidade proporcionada pelos diversos dispositivos, smartphones, tablets, notebooks além de desktops, permite que o público tenha acesso a qualquer momento. Empresas com sites responsivos e presentes por meio de aplicativos convertem muito mais clientes.

 

O marketing de conteúdo tem sido aplicado cada vez mais pelo seu alto retorno. Um cliente que recebe informações úteis de determinada loja/ marca irá buscá-la primeiro quando precisar de algo que ela oferece.

 

E para mandar conteúdos que serão relevantes ao seu cliente é preciso fazer a segmentação do seu público. O envio de conteúdo genérico faz com que o cliente sinta que a empresa não o conhece e não se esforça para agradá-lo. Informações bem direcionadas são essenciais ao lidar com o consumidor.

 

E, é claro, interaja com o público! Todo cliente aprecia ser ouvido, ter a atenção necessária, por isso, estabeleça uma conexão com seu cliente, seja por meio de redes sociais ou e-mail. Entenda-o e ofereça itens que ele possa ter interesse. O lançamento de um novo produto que se encaixa no registro de compras desse cliente pode ser ofertado diretamente a ele, gerando assim um sentimento de reconhecimento e apreciação.

 

Possuir leads é muito mais lucrativo e econômico a longo prazo comparado a constante busca por novos clientes (os próprios leads trazem mais clientes!). Portanto invista nas ações de marketing e captação da sua marca para estar na mente de cada vez mais clientes e a frente da concorrência.

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Jessica Beker

Jessica Beker Estudante de comunicação organizacional, produtora de conteúdo na Inundaweb, gamer, ativista social e tenta cozinhar de vez em quando.

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