{"id":18133,"date":"2022-08-02T16:31:21","date_gmt":"2022-08-02T16:31:21","guid":{"rendered":"https:\/\/arbrea-labs.com\/?p=18133"},"modified":"2025-02-21T16:58:57","modified_gmt":"2025-02-21T15:58:57","slug":"experiencia-personalizada-do-cliente","status":"publish","type":"post","link":"https:\/\/arbrea-labs.com\/pt\/personalised-customer-experience\/","title":{"rendered":"Efeito de coquetel"},"content":{"rendered":"

Por que preferimos uma experi\u00eancia personalizada para o cliente?<\/h2>\n

A personaliza\u00e7\u00e3o \u00e9 agora um conceito de marketing bem estabelecido e eficaz.<\/span> Com sua conhecida campanha \"Share a Coke\" (Compartilhe uma Coca-Cola), que apresenta um nome comum impresso na garrafa ic\u00f4nica, uma gigante como a Coca-Cola abriu caminho. Os consumidores n\u00e3o querem mais uma Coca-Cola; eles querem <\/span>seus <\/b>Coca-Cola. <\/span>Desde ent\u00e3o, a personaliza\u00e7\u00e3o se tornou uma tend\u00eancia crescente e oferecer aos clientes um servi\u00e7o adaptado \u00e0s suas necessidades se tornou uma obriga\u00e7\u00e3o em todas as estrat\u00e9gias de marketing. O desafio atual \u00e9 combinar a demanda por produtos\/servi\u00e7os individuais em um mundo em que a automa\u00e7\u00e3o e a padroniza\u00e7\u00e3o dos processos s\u00e3o necess\u00e1rias para aumentar a produtividade.\u00a0<\/span><\/p>\n

Por que desejamos produtos personalizados?<\/h2>\n

Podemos entender melhor as escolhas e o comportamento dos clientes usando a psicologia. A <\/span>estudo da Universidade do Texas <\/span><\/a>investigou a motiva\u00e7\u00e3o cient\u00edfica para essa tend\u00eancia, identificando dois fatores-chave que estabelecem seu funcionamento mental: <\/span>sobrecarga de informa\u00e7\u00f5es <\/b>e o <\/span>desejo de controle<\/b>ou seja, uma motiva\u00e7\u00e3o funcional e uma relacionada \u00e0 identidade.<\/span><\/p>\n

Esses dois fatores afetam as escolhas dos consumidores, influenciando-os a escolher o produto ou servi\u00e7o que melhor satisfa\u00e7a suas necessidades. Portanto, a primeira etapa para criar uma estrat\u00e9gia de personaliza\u00e7\u00e3o bem-sucedida para sua empresa \u00e9 entender as demandas de seu mercado-alvo para identificar as necessidades funcionais ou de identidade que s\u00e3o cruciais para a escolha.<\/span><\/p>\n

Drivers baseados em identidade: uma maneira peculiar de controlar o mundo<\/h2>\n

Pode parecer inesperado, mas as experi\u00eancias personalizadas d\u00e3o aos consumidores a ilus\u00e3o de maior controle sobre suas escolhas. Embora ningu\u00e9m goste de ser conduzido por um marketing implac\u00e1vel, os an\u00fancios da Web escolhidos com base em nossos interesses s\u00e3o menos irritantes. Quando voc\u00ea sabe que est\u00e1 recebendo algo personalizado de acordo com os seus interesses, voc\u00ea ainda percebe que tem controle sobre o que est\u00e1 fazendo.\u00a0<\/span><\/p>\n

\"Mesmo que essa sensa\u00e7\u00e3o de controle seja uma ilus\u00e3o, ela ainda \u00e9 poderosa e pode afetar positivamente sua psique. De acordo com <\/span>Psicologia Hoje<\/span>De acordo com o estudo, as pessoas que t\u00eam um senso interno de controle - ou seja, acreditam que est\u00e3o no controle dos resultados de suas vidas, em vez de pensar que for\u00e7as externas s\u00e3o respons\u00e1veis - tendem a ser mais saud\u00e1veis fisiologicamente e mais bem-sucedidas.\"<\/span><\/p>\n

Todos n\u00f3s queremos ser reconhecidos como indiv\u00edduos \u00fanicos, seja comprando produtos de empresas locais ou internacionais. A personaliza\u00e7\u00e3o pode ajudar os clientes a se expressarem de uma forma que lhes permita imprimir sua individualidade distinta em um produto gen\u00e9rico, produzido em massa. <\/span>Um estudo em <\/span>Pesquisa sobre o c\u00e9rebro<\/span><\/a> descobriu que ouvir o pr\u00f3prio nome desencadeia uma resposta \u00fanica no c\u00e9rebro (ao contr\u00e1rio de ouvir outras palavras). <\/span>Mais especificamente, ouvir o pr\u00f3prio nome causa mais atividade cerebral do que ouvir outras palavras, especialmente no cuneus, no c\u00f3rtex temporal superior e no c\u00f3rtex frontal m\u00e9dio, todos envolvidos no comportamento social, na mem\u00f3ria de longo prazo e no processamento auditivo.<\/span><\/p>\n

Efeito coquetel: desvendar uma intrincada rede de informa\u00e7\u00f5es<\/b><\/h2>\n

\u00c9 muito dif\u00edcil se desvencilhar de uma densa rede de informa\u00e7\u00f5es. A Internet aumentou substancialmente a gama de possibilidades dispon\u00edveis, chegando ao que chamamos de Messy Middle (j\u00e1 falamos sobre isso). <\/span>aqui<\/span><\/a>). <\/span>A personaliza\u00e7\u00e3o \u00e9 uma das estrat\u00e9gias vencedoras para diferenciar um produto da concorr\u00eancia, pois realiza uma sele\u00e7\u00e3o entre todas as informa\u00e7\u00f5es que o consumidor tem \u00e0 disposi\u00e7\u00e3o.\u00a0<\/span><\/p>\n

A personaliza\u00e7\u00e3o explora o conceito de aten\u00e7\u00e3o seletiva teorizado pela Dra. Rachna Jain. Essa capacidade de se concentrar em uma informa\u00e7\u00e3o e ignorar outras \u00e9 controlada pelo RAS, um tipo de filtro de aten\u00e7\u00e3o que seleciona as informa\u00e7\u00f5es enviadas ao c\u00e9rebro. <\/span>Mais comumente, o RAS est\u00e1 associado \u00e0 aten\u00e7\u00e3o seletiva, o que significa que nos orientamos naturalmente para as informa\u00e7\u00f5es ou ideias nas quais estamos investidos.\"<\/span><\/p>\n

Um dos exemplos mais comuns de seu RAS em a\u00e7\u00e3o \u00e9 o \"efeito coquetel\". Veja como ele funciona: Se estiver em uma festa com dezenas de pessoas conversando, voc\u00ea pode facilmente ignorar ou se desligar dessas conversas. Elas s\u00e3o apenas ru\u00eddo de fundo. Mas, magicamente, voc\u00ea se sintoniza nessa conversa se algu\u00e9m disser algo que lhe interesse. Sua RAS superar\u00e1 o ru\u00eddo.<\/span><\/p>\n

Personalize uma consulta m\u00e9dica<\/b><\/h2>\n

A consulta m\u00e9dica \u00e9, por si s\u00f3, uma experi\u00eancia \u00fanica; no caso da medicina e da cirurgia cosm\u00e9ticas, o estudo do corpo do paciente, a an\u00e1lise de suas demandas e a abordagem psicol\u00f3gica do procedimento s\u00e3o essenciais para satisfazer os pacientes. <\/span>Apesar disso, \u00e9 poss\u00edvel melhorar a experi\u00eancia de compra do paciente permanecendo presente em todos os est\u00e1gios da jornada do cliente. <\/span>A Arbrea Labs oferece a seus clientes todas as ferramentas tecnol\u00f3gicas mais avan\u00e7adas para criar uma experi\u00eancia personalizada para cada paciente. A realidade aumentada pode criar uma intera\u00e7\u00e3o \u00fanica entre o m\u00e9dico e o paciente, melhorando a comunica\u00e7\u00e3o.<\/span><\/p>\n

Por exemplo, usando Mama Arbrea<\/a> pode substituir os tamanhos de suti\u00e3 <\/span>e, em vez disso, oferecer uma experi\u00eancia digital imersiva, permitindo que seus pacientes visualizem os poss\u00edveis resultados diretamente em seus corpos.<\/span> Ao se espelhar na tela, a paciente pode ver uma autoimagem melhorada refletida mais pr\u00f3xima de seus desejos. Tamb\u00e9m \u00e9 poss\u00edvel compartilhar posteriormente as imagens da simula\u00e7\u00e3o com a paciente e compar\u00e1-las com o resultado final do p\u00f3s-operat\u00f3rio.<\/span><\/p>\n

Se voc\u00ea quiser saber mais e descobrir como criar uma experi\u00eancia de consulta personalizada para seu paciente, Entre em contato com a equipe da Arbrea<\/a>. N\u00f3s o aconselharemos sobre a estrat\u00e9gia mais adequada para seu p\u00fablico-alvo.<\/span><\/h3>\n

Bibliografia<\/h4>\n
    \n
  • Bright, Laura Frances. \"Consumer Control and Customization in Online Environments : An Investigation into the Psychology of Consumer Choice and Its Impact on Media Enjoyment, Attitude, and Behavioral Intention\". Universidade do Texas em Austen<\/i>, https:\/\/repositories.lib.utexas.edu\/handle\/2152\/18054.<\/li>\n
  • Johnson, John A. \"Freedom and Control\" (Liberdade e controle). Psicologia Hoje<\/i>, https:\/\/www.psychologytoday.com\/intl\/blog\/cui-bono\/201104\/freedom-and-control.<\/li>\n
  • Carmody, Dennis P e Michael Lewis. \"Ativa\u00e7\u00e3o cerebral ao ouvir o pr\u00f3prio nome e o de outras pessoas\". Pesquisa sobre o c\u00e9rebro<\/i>, U.S. National Library of Medicine, 20 de outubro de 2006, https:\/\/www.ncbi.nlm.nih.gov\/pmc\/articles\/PMC1647299\/.<\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"

    Por que preferimos uma experi\u00eancia do cliente personalizada? A personaliza\u00e7\u00e3o \u00e9 hoje um conceito de marketing bem estabelecido e eficaz. Com sua conhecida campanha \u201cCompartilhe uma Coca-Cola\u201d, que apresenta...<\/p>","protected":false},"author":1,"featured_media":51796,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[306],"tags":[],"class_list":["post-18133","post","type-post","status-publish","format-standard","has-post-thumbnail","category-marketing-sales-tips"],"yoast_head":"\nCocktail party effect - Arbrea Labs<\/title>\n<meta name=\"description\" content=\"Personalisation is now a well-established and effective marketing concept. 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