Nova via do atendimento bancário brasileiro – Chat: análise da percepção do cliente.

Abstract

The use of the Internet and the emergence of new technologies, allied with changes in the way contemporary society consumes, companies have being required to adapt their product lines, management procedures and customer relationships. In an increasingly competitive financial market, banks have been conducting their transactions and relating to their customers through remote channels and virtual environments, such as Internet banking, mobile, chats, etc. These institutions use such platforms, especially the social media networks, for customer feedback, evaluation of marketing actions, suggestions, product offerings, customer service and sales channel. The present work investigates the customer’s perception about an on-line chat service offered by a Brazilian retail high-street bank. This channel has been used to provide remote customer service. This investigation explores techniques in order to analyze the commentaries content registered by the clients at the end of each chat service and to analyze the satisfaction indexes afterwards. The results have shown a dense record of perceptions and customer preferences towards not only customer expectations on bank services, but new consumption trends. After the lexical and content analyzes, groups of words were revealed as well as factors generating satisfaction or dissatisfaction. The main groups were related to the positive evaluation of the channel and the attendance. Among the satisfaction generating factors we may highlight the convenience and the time savings generated by the service and the qualification of the attendants. Among the negatively evaluated factors we may quote the technical problems, the high response time, the directives for the traditional channels and the lack of resolution. The results showed that there is a change in the profile and mentality of bank customers, which requires products and services availability in different channels, especially the remote ones.