Empresa do Vale do Silício desenvolve tecnologia para a indústria das apostas esportivas
A Zendesk, empresa de desenvolvimento de softwares nascida no Vale do Silício, região dos Estados Unidos famosa por abrigar muitas startups e empresas globais de tecnologia como Apple, Facebook e Google, tem se aproximado do setor de apostas esportivas e jogos, segundo informações publicadas no site Games Magazine Brasil (GMB). A empresa, neste caso, tem oferecido um moderno sistema de atendimento ao cliente para as empresas de apostas.
No Brasil, já adotam a solução desenvolvida pela Zendesk algumas marcas como a Betano, a Estrela Bet, a BetPix365 e o Rei do Pitaco, de acordo com informações do GMB. O serviço criado e disponibilizado ao mercado pela Zendesk é dedicado à melhoria dos sistemas de atendimento ao cliente das empresas. A ferramenta que já está em ação no Brasil reúne em apenas um sistema todos os canais de comunicação das empresas com os clientes, incluindo mensagens diretas em redes sociais, email, chat ao vivo, chamada telefônica, whatsapp e todos os demais canais que um cliente de uma casa de apostas aciona ao precisar de suporte – seja técnico, comercial ou de reclamação.
Zendesk e a tecnologia
Segundo o GMB, a empresa Zendesk, criada no Vale do Silício, está presente em 180 países e entrega soluções tecnológicas para grandes clientes como Spotify, iFood, Uber e Nubank. Como explicado, a Zendesk oferece para essas grandes marcas uma tecnologia capaz de integrar em uma plataforma o registro e a análise de todas as interações de um cliente com o fornecedor. E tem sido justamente essa ferramenta que agora também está disponível para casas de apostas e, de acordo com a empresa, tem como objetivo principal a retenção do cliente.
Apesar da ferramenta ser disponibilizada pela Zendesk, as pessoas que realizam o atendimento ao cliente são ligadas às casas de apostas esportivas. A empresa do Vale do Silício oferece todo o sistema para que a sportsbook tenha um único canal de registro, acompanhamento, análise e melhoria do atendimento, mas o contato com os clientes é personalizado. Além da ferramenta tecnológica, a Zendesk também conta com a oferta de todo o treinamento necessário para que as casas de apostas tenham a melhor interação com o sistema.
Adaptação perfeita
Em entrevista ao GMB, o funcionário da Zendesk responsável pelo atendimento comercial às casas de apostas em operação no Brasil, Bruno Carvalho, explicou como é a ação da empresa junto aos clientes que adquirem os serviços tecnológicos aqui no Brasil. Segundo ele, a Zendesk oferece uma solução de suporte completa para que o sportsbook foque apenas em sua atividade final e possa oferecer um serviço de atendimento diferenciado, em que o usuário final possa se sentir prestigiado ao ter todas as suas demandas como cliente atendidas pelo suporte.
“As empresas de apostas não estavam organizadas e capacitadas para atender com agilidade e garantir uma boa experiência aos seus clientes. Encontramos no segmento a oportunidade de oferecer uma solução única para garantir sucesso no atendimento às demandas dos usuários. Nossa ferramenta se adapta perfeitamente a essa necessidade e passamos a ajustar a plataforma para que ela opere de acordo com as demandas das casas de apostas. E mais do que isso, que funcione também no tempo adequado, já que especialmente durante as partidas, o fluxo de atendimento aumenta em função de dúvidas ou de necessidades dos apostadores”, explicou Bruno.
Centralizar e treinar
Sem dúvida, o atendimento ao cliente é um desafio para qualquer empresa. E aqui não me refiro somente ao setor das apostas esportivas. Sem tecnologia, atender de forma correta, ágil e atenciosa uma quantidade muito grande de clientes é quase que impossível, por isso é tão relevante termos uma ferramenta capaz de centralizar as questões de suporte como essa que tem sido oferecida pela Zendesk no mercado.
De acordo com as falas dos funcionários da empresa, a ferramenta foi desenvolvida a partir de estudos que demonstraram que a eficiência de um bom atendimento é um ponto importante na fidelização dos clientes. Diante disso, foi criada a tecnologia capaz de facilitar a vida das empresas no atendimento aos seus clientes, evitando assim um acúmulo de demandas ou até mesmo a necessidade de contratação de uma equipe muito grande de funcionários.
É óbvio que as ferramentas tecnológicas ajudam, agilizam e oferecem novas possibilidades para a indústria das apostas esportivas lidar melhor com o atendimento ao cliente aqui no Brasil. Contudo, o trato final das questões segue estando na mão das pessoas e esse é um ponto que precisamos abordar. É muito necessário investir em treinamento e estudo para os funcionários que atuam na área de atendimento das casas de apostas no Brasil.
É muito comum vermos pessoas completamente despreparadas ocupando essas posições. Como cliente, cansei de passar na mão de funcionários que não sabiam absolutamente nada sobre documentos comprobatórios e alguns que nem sabiam escrever direito. Fora aqueles funcionários que te tratam de uma forma completamente deselegante e com baixíssima educação. Por fim, falta aos funcionários de atendimento das empresas de apostas no Brasil algo que parece básico, mas que parece ser ignorado pelas empresas na hora da contratação: conhecimento sobre apostas.
O buraco é mais embaixo no Brasil. O nível de compreensão dos funcionários que precisam realizar o atendimento de clientes apostadores sobre o assunto que eles têm de resolver (apostas) é baixo. Cansei de ver em grupos, fóruns e redes sociais de apostas inúmeros prints de conversas com funcionários de casas de apostas completamente perdidos na resolução de problemas básicos dos clientes. É difícil acreditar que somente a tecnologia seja suficiente para melhorar os padrões de atendimento ao cliente apostador no Brasil. Se não houver investimento em treinamento e educação, apenas a centralização dos canais de atendimento não vai gerar impacto positivo algum nas marcas.
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