Com 23%, setor de Cartões apresenta maior índice de conversão na hora da cobrança, aponta pesquisa


Segundo levantamento da Deep Center, nos primeiros quatro meses de 2018, área responsável por realizar cobranças de portadores de cartões de crédito apresentou maior efetividade

São Paulo, maio de 2018 – O setor de cobrança na área de cartões de crédito por parte dos call centers apresentou a maior taxa de conversão nos quatro primeiros meses do ano. É o que mostrou uma pesquisa realizada pela Deep Center, especializada em Big Data e Business Analytics para Contact Centers. O levantamento levou em considerações oito setores que realizam cobranças com o consumidor, como Crediário, Crédito Pessoal, Serviços Massificados (redes de varejo, companhia elétrica, operadoras de TV por assinatura, entre outras), Telefonia, Veículos, Empresas Educacionais e Bancos.

De acordo com a pesquisa, o setor de cartões apresentou taxa média de conversão de 23%, acima da média geral do mercado, que é de 12%. A conversão é o indicador que mede a taxa de sucesso na cobrança em relação ao número de contatos efetivos pelo call center da instituição financeira. A pesquisa mostrou, ainda, que esse índice é alto em razão da necessidade do consumidor em usar o cartão de crédito.

A cobrança no setor de Veículos apresentou a segunda maior taxa de conversão no período, com média de 16%. Logo em seguida vêm os segmentos de Telefonia, com 14%, Crédito Pessoal, 13%, e Bancos, 9%, respectivamente.

“Os cartões, em sua maioria, são disponibilizados a clientes que, na época de contratação, não tinham restrição ao nome e um bom score. Por esse motivo, as cobranças são iniciadas antes mesmo
do bloqueio do cartão e as negociações têm maior sucesso, para que o cliente preze pelo crédito disponível e mantenha seu nome limpo”, explica Gabriel Camargo, CEO da Deep Center.


Localização de devedores e ligações improdutivas

Além da conversão, foram avaliados também outros índices, como o Contato com a Pessoa Certa (CPC), indicador que mede o percentual de sucesso que o call center da cobrança tem ao falar com a pessoa que procurava. Nesse quesito, o setor de Massificados teve a maior média dentre os setores pesquisados, com 36%, acima dos 24% da média geral do mercado.  Os setores de Crédito Pessoal e Cartões vêm na sequência, com 29% e 24%, respectivamente.

“Esse índice aponta especificamente que os bancos, supermercados e outros estabelecimentos comerciais que compõem a categoria contam, atualmente, com dados mais atualizados de seus clientes e estão acertando na estratégia de abordagem, como o canal de contato e melhor hora para a ligação”, afirma Camargo.

De acordo com o executivo, essa evolução na conversão das cobranças mostra, além da maturidade dos consumidores em assumir a responsabilidade dos débitos, o investimento das empresas em tecnologias para o estudo do comportamento do consumidor para reduzir a improdutividade das equipes, que está em 14%. “Hoje, não só os contact centers, mas as instituições contratantes estão usando soluções de Big Data para realizar uma análise preditiva, a fim de agir de uma forma mais assertiva e relevante, antecipando situações que costumam acabar em inadimplência ou cancelamento de serviços”, finaliza o CEO.

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