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“esquecidos” depois de um tempo, são
os relativos à apresentação do profissio-
nal que lida com o cliente. “A aparência de
quem atende merece cuidados. Ninguém
gosta de ser recebido por uma pessoa
mal vestida, suada, com cheiro de cigarro
ou mascando chiclete. Desleixo, jamais. O
atendente representa a empresa e contribui
decisivamente para a imagem do negócio.”
Da mesma forma, o espaço físico e o am-
biente devem ser agradáveis. Loja suja e
desarrumada, assim como funcionários de
cara amarrada, são um tiro no pé.
O diretor do Sebrae-SP também reco-
menda paciência e atenção para ouvir os
clientes, seja para sugestões ou reclama-
ções. E alerta: “Reclamações não podem
ficar sem solução”.
Em outras palavras, o que se espera da
empresa são as mesmas características de
seus primeiros dias de operação, quando
o ambiente era limpo, os produtos e ser-
viços bem cuidados, as pessoas estavam
com um permanente sorriso e cheias de
atenção. São esses valores que renovam e
engrandecem as empresas.
A company’s early days are usually special. Those who deal with
end consumers, employees, managers - and sometimes the owner
himself - great potential customers with an easy smile and lots of
attention. And every sale is keenly celebrated because it shows that
the organization is on track, providing security for the owner and their
professionals.
Not all founders or successors, however, can maintain this
motivation in the long run. Decades later, with a secure financial
position, the practices that attracted and retained customers are
overlooked. This leads to discontent. This is one of the reasons
companies stop growing or risk succumbing to the competition.
“Dissatisfied customers are a bigger problem than they seem,”
says Ivan Hussni, technical director of the Brazilian Support Service
for Micro and Small Enterprises (SEBRAE) in São Paulo.
“In addition to giving up on the company, they go to a competitor,
and they normally speak ill of your business (with their voices amplified
on social media) and they may even resort to consumer protection
agencies,” he adds.
Hussni recalls that making customers happy requires more than
a quality product or service.” The desire for quality is imperative. But
without good service, the effort to win them over runs the risk of
failing. That said, of course, you can never pay too much attention to
this issue,” he adds. For him, it is clear that every client wants to feel
special. And if the first impression is the one that counts, it has to be
at least positive. However, it is not enough to get that right first time
and neglect it when the customer returns. Excellence must become
a constant.
According to Hussni, those working in client services
need to be well trained, but cannot be mechanic, just repeating
procedures. “Remember, the customer wants to feel unique.
Politeness, friendliness, warmth, willing and knowledge of what is
being offered are essential,” he says.
Know the products and services, the advantages, benefits and
competitive differentials of your business and the market in general
are the characteristics of a good professional. However, when dealing
with extensive knowledge be careful not go over the top and look
arrogant and disdainful of the consumer, as if they were ignorant of the
subject. Information should be passed on simply and directly, without
using terms that confuse or inhibit the client. “Never underestimate
the client,” says Hussni.
Other important, but overlooked, factors relate to the presentation
of the professionals who deal with customers. “Appearance must be
taken care of by those involved in customer services. Nobody likes to
be greeted by a badly dressed, sweaty person who smells of cigarettes
or is chewing gum. Never slouch. The person represents the company
and contributes decisively to the business’s image,” he says. Similarly,
the physical space and the environment should be pleasant. An untidy,
dirty store, just like frowning staff, is a shot in the foot.
Hussni also recommends patience and paying attention to what
customers say, whether they are making suggestions or complaints.
And he warns: “Complaints cannot go unresolved.”
In other words, what is expected of the company is the same
as it showed in the early days of its operation, when the room was
clean, products and services were well maintained, people were always
smiling and giving their full attention to customers. These values renew
companies, and make them great.
Core values
Keeping up the enthusiasm of the early days of your business and not
forgetting the practices and values that attract and retain customers are key
factors in the company’s success in the long run