Recuperação de Crédito na América Latina: Entrevista com Silvana Mora


Os países da América Latina possuem muitas semelhanças e peculiaridades e o mesmo acontece nas empresas de cobrança que atuam nos países “hermanos”.

Em entrevista exclusiva à Credit Performance, a especialista argentina Silvana Mora fala sobre o setor de recuperação de credito na América Latina e como os nossos vizinhos fazem uso dessas ferramentas nas empresas de cobrança.

Credit Performance: Como está o setor de cobranças na América Latina?

Silvana Mora: O setor de cobranças da América Latina está começando a se nivelar. Há países que se desenvolveram após atravessarem etapas de expansão de crédito e recessões, o que fez com que eles amadurecessem a atividade. Em contrapartida, há outros países que ainda estão em processo de consolidação do crescimento creditício. É muito interessante observar as diferenças entre os países e como eles observam os erros dos vizinhos para se antecipar aos potenciais riscos.

CP: Quais países da América Latina estão mais avançados no uso da tecnologia em cobrança e quais ainda têm muito o que aprender?

Silvana: Dos países em que estive trabalhando, nenhum têm muito a aprender, a maioria está interiorizando e desenvolvendo o processo. Entre os mais desenvolvidos, poderíamos citar a Argentina. O país amadureceu muito as práticas de cobrança em decorrência da situação de crise que está vivendo. O Brasil e o Chile também são exemplos disso.

CP: Nos últimos meses, você passou por alguns países com o training e o Seminário de cobranças da CMS (Argentina, Brasil, Chile, Uruguai e Peru). Quais são as principais diferenças e particularidades que você notou nesses países pelos quais passou?

Silvana: As formas de recuperação de crédito variam muito em cada país. Alguns países desenvolveram mais os meios de contato massivo, tais como whatsapp e e-mail, outros ainda se apoiam na “cobrança de campo”. Essas diferenças sofrem influência de aspectos geográficos e culturais.

CP: Quais são as ferramentas tecnológicas que podem ser utilizadas no processo de cobranças?

Silvana: Hoje as empresas utilizam ferramentas de contato massivo que devem estar sempre muito bem atualizadas. Com isso, é possível alcançar muitas ações em pouco tempo. Os smartphones têm ajudado muito para que seja feito o uso dessas ações massivas com um menor custo.

CP: Com o uso dessas ferramentas, há regras para que o cliente não se sinta invadido?

Silvana: Existem alguns países que estão limitando as empresas de cobrança para que façam uma determinada quantidade de contatos por mês, em determinada frequência e horários. Nesses países, o não cumprimento da lei implica em multas e sanções. Conseguir fazer essa recuperação de crédito sem descumprir as leis se tornou um grande desafio para essas empresas de recuperação.

CP: Muitos clientes hoje preferem se comunicar por meios digitais. As tecnologias vão substituir as cartas?

Silvana: A tecnologia já está substituindo as cartas por questões de tempo de contato, custos e efetividade na recepção. Essa forma de contato está cada vez mais fora das estratégias aplicadas, se mantendo basicamente nos casos em que esse envio é obrigatório, ou seja, para se cumprir as exigências da lei.

CP: Quais estratégias podem ser implementadas para alcançar uma cobrança mais efetiva?

Silvana: Hoje o grande volume de dados nos obriga a segmentar as carteiras e aplicar estratégias diferentes em cada setor. A segmentação pode ser feita de inúmeras formas, mas o uso de cada meio de contato estará associado aos segmentos definidos.

* A especialista argentina Silvana Mora ministrou no dia 15 abril, em fortaleza, o seminário internacional “Cobrança Efetiva na Era da hiperconectividade”.

Versão em espanhol: http://www.creditperformancenews.com/latam/hoy-se-utiliza-la-tecnologia-por-cuestiones-de-tiempo-de-contacto-costos-y-efectividad/

 

 

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