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Information is currently an extremely valuable resource. Social networks and new technologies have brought greater engagement between companies and their consumers, who buy from a shoe to a car with just a few clicks. Liq acts in this model and, because it is an all-line company, it analyzes the whole day to identify the right moment of approach, without causing stress to the consumer.
“Recovering credit by itself does not work anymore, the important thing today is to activate the shopper in your purchasing power.”
Today, the shopper has in his palm one of the most powerful platform for interaction and contact: the smartphone. Information is currently an extremely valuable resource and with it social networks and new technologies have brought greater engagement between companies and their consumers, who buy from a shoe to a car with just a few clicks. And with that, the risk of indebtedness returns to the fore.
In order to accompany and welcome the aspirations of these empowered and technological shoppers, billing companies are already moving to work in a more accessible language, using dynamic and interactive channels and platforms. Most of the defaulters are willing to pay their debts and, more than that, they value a flexible negotiation and take into account the tactical plan of the companies in assisting them with alternatives for the discharge of the outstanding credits. All this in an agile and effective way.
The main flow seems simple: to contact and convert defaulters into active customers. But, today’s ‘debtor’ wants to be understood, triggered with caution and viable options for him to take out his debt and keep buying. Recovering credit by itself does not work anymore, the important thing today is to activate the shopper in your purchasing power. These scenarios need to be taken into account when designing an interaction strategy.
In addition, it is necessary that the companies are in full-time flap of this consumer for a correct concession of limits. Only in this way can they be more assertive in both the sale and the time of collection. Understanding customer profiles needs to be understood, taking into account the integrated vision of the brand throughout its experience (during the pre-sale, purchase and after-sale stages). Considering the current economic scenario, offering something that the consumer can not assume later can become a “shot in the foot.”
Our goal as strategic partners, thoroughly understanding the process and profile of shoppers, is to help companies evolve in the way they communicate with their market, understanding and mapping their behavior to define the best strategy for action.
The recovery of credit in the digital age goes beyond identifying how this person prefers to be driven and the best time to do so. You need to look at the entire buying experience process, since a ‘well-made’ sale reduces your chances of default.
The analysis of this ecosystem involves statistical studies, in which it is possible to apply an intelligent collection model using practices based on data mining – functionality that aggregates and organizes data, finding relevant patterns, associations, changes and irregularities with processes integrated in a platform with view of the customer. In addition, it is necessary to take into account the implementation of channels that perform a multichannel integration of the accesses and means used. In this way, it will be possible to contact a particular consumer anywhere.
Liq today acts in this model and, because it is an all-line company, it analyzes the whole day to identify the right moment of approach, without causing stress to the consumer. The company takes advantage of the moment of navigation to talk to this customer and thus put themselves as partner for solution. To do so, it uses responsive websites with content related to financial health: SEO configuration – Search Engine Land – which means page optimization for greater visibility in internet search engines – and drive through adwords for the provision of information and greater effectiveness of the contact.
A practical example applied within Liq was the implementation project in a large retail company. At the time, the team carried out studies of identification and analysis of the target audience using concepts of market intelligence, technical knowledge and an innovative approach. Based on this analysis, which allied numbers to geographic and behavioral aspects, managed to leave the last place in the comparative ranking of the customer and outperformed the main competitor.
Meeting the wishes of this digital debtor client is the key to success for any charge. And the most important thing is to show itself as a solution to this delicate moment, with a precise and more humanized look at the credit recovery journey. This is the time when companies should say, “You’re not alone, we’re here to find the best solution for you.”
* Marcelo Chianello is Executive Director of Business and Marketing at Liq
Click here to read this article in the magazine Modern Consumer.