Humanização do Atendimento ao Cliente, Será?

Por Vladimir Valladares

A ordem da vez é humanizar o atendimento. Muitas empresas estão com projetos neste sentido e a missão é extremamente complexa por termos convivido por mais de duas décadas em um modelo totalmente oposto, no qual poucos definiam fórmulas para muitos repetirem sistematicamente, sem poder flexibilizar, sob risco de serem literalmente penalizados em suas avaliações de desempenho.

Por muito tempo as pessoas foram contratadas e treinadas para repetirem scripts e não pensarem, ou não transmitirem o que pensam. Além disso, vários mecanismos de controle e gerenciamento foram criados para, simplesmente, verificar se as pessoas estavam seguindo o roteiro definido.

Vemos a maioria dos projetos de humanização em andamento tendo como ponto central uma pseudo flexibilização do modo como se conversa com o cliente. A atenção está em deixar de se dizer o que se falava e de forma diferente, do “seu” jeito. Porém, deixar de fazer o que sempre se fez é um desafio gigantesco.

Se nos fixarmos exclusivamente neste ponto para humanizar, dificilmente teremos sucesso, porque cada atendente criará suas próprias frases, apenas mudando a forma de dizer o discurso repetido. De todo modo, acredito que esse é um risco que vale a pena correr e o tempo irá nos mostrar os resultados de todo o esforço que está sendo feito.

O que precisamos analisar com mais atenção, no entanto, é se tudo o que cerca o atendimento também está sendo humanizado, para que a humanização se propague em cadeia, uma vez que ela deve ser conceito e prática em sua essência.

Esperar que um atendente trate um cliente com humanização quando alguma “desumanidade” possa estar sendo cometida com ele é um contrassenso. Há centrais onde o nível de pressão por resultados é feito de maneira totalmente impositiva, sem diálogo ou explicação e, por vezes, com metas inalcançáveis. E nestes ambientes, é impossível imprimir motivação e empenho humanizado.

É preciso parar para refletir se as empresas estão prontas para aceitar mais erros, gerenciar individualidades e falhas decorrentes da flexibilidade que se faz necessária para se chegar à humanização. Os gestores das equipes de atendimento precisam ser preparados para essa mudança e as empresas precisarão adequar todos os seus métodos e controles gerenciais para acompanharem seus desdobramentos.

Já as empresas que terceirizam seu atendimento, precisarão verificar se o modelo da empresa contratada sustentará sua iniciativa de humanização. O nível de autonomia e a “inteligência” dos processos deverão evoluir para que o atendente resolva efetivamente as solicitações dos clientes. Não se pode pensar que “falar diferente” será o suficiente para administrar situações indesejadas e reter clientes insatisfeitos.

Desta forma, é certo que a humanização precisa estar na pauta das empresas. Porém, isso deve ser encarado como um projeto de dentro para fora, como uma mudança estrutural e não restrita à equipe de atendimento, porque tem sido sempre assim nos últimos anos, gerando uma falsa sensação de que todos os problemas do setor estão na linha de frente, quando a verdade está no coração da operação.

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