Correios mais caros, pressão por resultados e necessidade de redução de custos. Como equalizar esses 3 vetores?


A vida não está fácil para quem precisa entregar melhores resultados em um cenário de crise e custos crescentes.

Um exemplo clássico é o das correspondências físicas. Na última quinta-feira (10), o Ministério da Fazenda autorizou o reajuste de 8,89% nas tarifas de carta, telegrama, FAC (contas e boletos bancários) e malote.

A equipe dos correios informa como ficará a nova cobrança através de seu comunicado oficial: “Com a atualização nos preços, o envio de uma carta não comercial, que hoje custa R$ 0,95, passará para R$ 1,05. Já a carta comercial, que hoje custa R$ 1,40, passará para R$ 1,50.”

A carta, além de cara, é lenta: o processo de impressão, postagem e entrega pode chegar a 7 dias. Até a correspondência ser aberta e lida então, nem se fala. A tendência, cada vez mais, é de que esse meio cumpra função de nicho. A massa precisa ser abordada por ferramentas mais baratas e rápidas.

Em amplo crescimento, o SMS é uma dessas ferramentas e, mais recentemente, o novo SMS HOT, lançado pela empresa Pontal no evento da CMS. Inovador, o produto contempla recursos de interação, link para negociação direta e múltiplas opções de contato rápido e grátis para o cliente. Outro elemento, denominado Tracking, monitora os passos do usuário e os apresenta em gráficos e mapas, possibilitando novas ações sobre os leads. “O SMS HOT potencializa os negócios em até 3 vezes sobre o meio convencional”, garante a Pontal.

Os métodos tradicionais de cobrança estão perdendo espaço no mundo moderno. Cada vez mais caros, seus resultados têm sido insuficientes. Como tendência, os meios de comunicação digital têm absorvido essa migração. Mas o que é novidade hoje pode não ser mais amanhã. A inovação é a saída.

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