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Encontro promovido pela CT Prestação de Serviços é sucesso em São Paulo

17/05/2016 Redação ABES

Da esq. para a dir. Helio Padula Filho, diretor da ABES- SP, Juliana Almeida Dutra, coordenadora adjunta da Câmara, Dante Ragazzi Pauli, presidente nacional da ABES, Samanta Tavares de Souza, coordenadora da Câmara, Antonio Carlos Lino, diretor da ABES-SP.

A Câmara Temática de Prestação de Serviços e Relacionamentos com clientes do Saneamento promoveu, no dia 12 de maio, em São Paulo, o seminário “Estratégia de Recuperação de Crédito – Como Reduzir a Inadimplência em Tempos de Crise”.

O evento, sucesso de participação, reuniu empresas que têm grande reflexo no impacto da inadimplência nacional nos setores de varejo, energia elétrica, água e gás, entre outros. Coordenada por Samanta Souza e Juliana Almeida Dutra (adjunta), a CT demonstrou sintonia com a conjuntura do país, ao promover o debate em torno de um tema tão presente na atualidade dos serviços e dos negócios em geral no Brasil.

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Dante Ragazzi Pauli, presidente nacional da ABES

O seminário teve abertura do presidente nacional da ABES, Dante Ragazzi Pauli, que contou um pouco sobre a história da entidade, que celebra este ano seu cinquentenário. “A história da ABES é gloriosa, um trabalho feito por todos nós de forma absolutamente voluntária. É um trabalho que dignifica e abre o horizonte, visões para entendermos melhor as mazelas do setor de saneamento no Brasil. Em seus quase 50 anos, a ABES sempre participou das discussões políticas, buscando formas de levar o saneamento, como na criação da Lei de Saneamento, que está em vigência e ainda com aspectos que devem ser melhorados com o passar do tempo.”

As discussões foram abertas com a palestra do economista Rogério César de Souza, professor do Departamento de Economia da Pontifícia Universidade Católica de São Paulo – PUC/SP, que discorreu sobre a conjuntura econômica. “É um momento difícil. Estamos vivendo uma crise severa na economia brasileira e o mundo lá fora não está ajudando. A crise política afetou bastante a economia. As discussões importantes foram paralisadas, o próprio governo não conseguiu passar nada, ficou no Congresso e para piorar tivemos algumas pautas bomba. O problema não era o governo e isso dificulta a economia.”

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Jerson Kelman, presidente da Sabesp

O presidente da Sabesp, Jerson Kelman, que abordou o tema “A importância dos resultados financeiros no Ambiente Regulado”, destacou que “mais importante do que os resultados econômicos é a segurança hídrica da população. Mas na crise a ordem é economizar água e isso diminuiu os lucros”. E o meio de obtê-los, neste caso, para garantir novos investimentos, é a cobrança de tarifas.

Kelman frisou que a percepção da população, da classe política e da mídia sobre a questão dos lucros é deturpada. “Temos que ter uma forma de conseguir comunicar que a empresa dar lucro é muito bom, pois sem lucros não há como investir [no saneamento].”

Dante Ragazzi Pauli, Jerson Kelman e Rogério César de Souza responderam, ao final da primeira etapa do evento, às perguntas da plateia.

 

Tecnologia e inovação

Diversos exemplos de uso da tecnologia e inovação no relacionamento com o cliente foram apresentados na segunda parte do Seminário.
Nelson Tiemann, da N. Opportunity Consulting, que falou sobre tecnologias e soluções para o mercado, ressaltou que “cobrança é a arte de vender para o cliente a sua própria dívida”. “Temos grandes clientes varejistas e não adianta ter uma boa equipe de cobrança e não ter estratégia e fidelização do cliente. Tem que haver regras, variáveis para definir as estratégias e os riscos, a segmentação do contrato e da carteira de cliente, direcionar o tempo para cobrar o cliente de acordo com a data de pagamento em atraso. É necessário usar a inteligência, a criatividade e estratégias de marketing para realizar a cobrança”, explicou.

Em sua palestra, “Estratégias de cobrança e combate à inadimplência – Desafio para o saneamento”, Carlos Eduardo Tavares, do Grupo Águas do Brasil, descreveu o momento extremamente desafiador devido à crise econômica, que está refletindo na prestação de serviços como um todo. “A inadimplência atinge cerca de 60 milhões de brasileiros e a taxa de número de títulos protestados é de 16,4%, segundo o Boa Vista SCPC. O momento atual exige maior eficiência da área de cobrança, os clientes tentam administrar o dinheiro e definir a prioridade de pagamento. É necessário conhecer, analisar, definir e segmentar o cliente de acordo com o seu perfil e consumo. A forma de se comunicar com o cliente deve buscar a negociação e a sua fidelização”. O palestrante ressaltou ainda que a tecnologia trouxe mudanças no perfil do cliente e na forma de cobrança. “A empresa deve investir em outras formas de relacionamento, inovar, elaborar estratégias e estar atenta às mudanças do mercado.”

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Carlos Eduardo Tavares de Castro, diretor corporativo comercial do Grupo Águas do Brasil

Representando a Comgás, Jefferson Meirelles relatou a experiência da empresa, que criou a área de gestão de cobrança com o objetivo de manter, ganhar clientes, entender as suas necessidades e garantir a base de remuneração. “O lucro permite fazer investimento futuro. Todas as áreas da Comgas são responsáveis pela cobrança e a negociação com o cliente é direta. A mudança estrutural permitiu manter o relacionamento com o consumidor para ter mais independência nas ações, identificar o cliente inadimplente e definir novos modelos de recuperação dos valores.”

Para Luciene Gonzales, gerente de Departamento da Diretoria Metropolitana da Sabesp, num cenário em que o consumidor está pessimista em relação às suas expectativas econômicas, tanto para o país quanto pessoal, com a taxa de desemprego crescendo em regiões metropolitanas, o poder de compra e pagamento é cada vez menor. “As pesquisas qualitativas mostram que o consumidor considera que o serviço oferecido é essencial, o preço é justo, mas não prioriza o seu pagamento, já que a cobrança é feita após 45 dias enquanto as demais o fazem após o quinto dia útil. A interrupção do serviço é um critério de decisão. O objetivo é aperfeiçoar o processo de cobrança com vista em antecipação da receita e do corte, implemento de arrecadação e redução de custo do processo e da taxa de inadimplência de 12% para 7%”, ressaltou.

A palestrante explicou ainda que as ações são aperfeiçoadas de acordo com o cenário atual. “É necessário fazer mudanças nos planos de cobranças. A campanha Acertando as suas contas com a Sabesp, promovida em novembro e dezembro de 2015, reduziu a taxa de inadimplência de 16% para 7%. As ações foram feitas em conjunto pela área comercial e de cobrança para ter uma aproximação com o cliente e negociar o pagamento da dívida”. Luciene contou à plateia que um projeto piloto está sendo testado em algumas regiões, principalmente das áreas de risco de São Paulo. “Houve uma redução de 53% na taxa de inadimplência e 42% débitos em abertos. O momento é de criar novas formas de cobrança, tem que buscar, entender e manter relacionamento o relacionamento com o cliente para reduzir a inadimplência.”

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Juliana Almeida Dutra, coordenadora-adjunta da Câmara Temática Prestação de Serviços no Saneamento da ABES e diretora de projetos da Deep

A coordenadora adjunta da Câmara e diretora de projetos da Deep – Desenvolvimento e Envolvimento Estratégico de Pessoas e Clientes, Juliana Almeida Dutra, abordou o futuro da cobrança em áreas de baixa renda – tecnologia, modelo de negócio e novo repertório. “Estudamos a forma de se relacionar com o cliente antes dele deixar de pagar. Também estudamos a forma de recuperar diversos tipos de pagamento que ele deixou de fazer e valorizar o serviço. O público trabalhado nesse estudo é das classes C-, D e E, que têm potencial de endividamento”, disse.

No Brasil, como explicou Juliana, 40,37% da população é considerada de baixa renda com renda familiar entre R$648,00 e R$3.890,00 por mês. “Os consumidores de áreas de baixa renda foram estudados para entendermos o comprometimento da renda fixa e entender o limite de comprometimento e endividamento dessas pessoas que gira em torno de 15% a 35%. A baixa renda é definida não só pelo quanto a pessoa ganha, mas pelo valor, cultura, estilo de vida e hábitos de consumo. Há uma ordem de prioridades ao fazer pagamentos de acordo com as necessidades e vontades.”

Juliana contou ainda que em nos programas desenvolvidos com foco nesse público são adotadas medidas para diminuir a inadimplência com financiamento da dívida e acompanhamento social. “Colocamos à disposição do consumidor um medidor pré-pago para o cliente controlar a meta de consumo e o valor de quanto pode gastar.”

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Na plateia, Dante Ragazzi Pauli e Jerson Kelman

José Carlos Reis, gerente de Gestão de Cobrança & de STC da AES Eletropaulo, apresentou dados de uma pesquisa do Data Popular, segundo a qual são quatro os perfis de inadimplentes de áreas críticas: aproveitadores, impossibilitados, escorregadios e desconfiados. “Uma série de ações e medidas foi realizada de acordo com o perfil do inadimplente, como por exemplo, cobrança porta a porta, feira de negociação, carnê de pagamento, política especial de desconto, troca de lâmpadas e geladeiras, reforma da instalação e programas sociais”, explicou.
Outra ação adotada foi a possibilidade de realização da troca de recicláveis por créditos na conta de energia (Recicle Mais Pague Menos!). “Para os próximos anos, embora as perspectivas econômicas indiquem grandes desafios, acreditamos que com ações que levem ao uso eficiente da energia elétrica e, principalmente, com a implementação do Pré-Pagamento, será possível assegurar uma operação sustentável nas comunidades regularizadas.”

Na SANEPAR, segundo Luiz Carlos Braz de Jesus, gerente comercial e de marketing, a pendência é em torno de R$180 milhões: poder público (42%), clientes particulares ativos (40%) e clientes particulares inativos (18,17%).
“Uma das ações que está dando resultado para acabar com a inadimplência é a fita adesiva/obturador, como um aviso de cobrança, pois reduziu a inadimplência em 12,5%. O poder público municipal é o maior devedor da SANEPAR. Para este segmento foi criado um programa de recuperação de crédito para acabar com a inadimplência.”

todo
Da esq. para a dir. Luiz Carlos Braz de Jesus, gerente comercial e marketing da Sanepar; Laércio Oliveira, da Collection Hub; Samanta Tavares de Souza; coordenadora da CT, Roberval Tavares, membro da Diretoria Nacional da ABES e Juliana Dutra, coordenadora adjunta da Câmara.

Ao final da segunda etapa, um mesa de discussão reuniu as coordenadoras da Câmara, Samanta Tavares de Souza (que mediou o debate) e Juliana Almeida Dutra, Roberval Tavares de Souza, superintendente da Unidade de Negócios Sul (MS) da Sabesp e membro da Diretoria Nacional da ABES, Luiz Carlos Braz de Jesus, gerente comercial e de marketing da SANEPAR, e Laércio Oliveira, da Collection Hub.
Roberval destacou que a população ainda não prioriza o pagamento da conta de água, apesar de tratar-se de um bem essencial. “Precisamos buscar estratégias que reflitam a essencialidade dos serviços na priorização do pagamento dentro do planejamento financeiro das famílias”.

Para Laercio, as estratégias de cobrança devem mudar de acordo com o cenário e o perfil do cliente. “É preciso manter o relacionamento com o cliente, utilizar estratégia multicanal, a inteligência analítica a partir de dados. A tecnologia ajuda a superar desafios e a se relacionar com os clientes.”

O presidente da ABES-SP, Alceu Guérios Bittencourt, que encerrou o seminário, ressaltou que “a questão da qualidade da prestação de serviço, da relação com o cliente visa viabilidade econômica das entidades que operam o serviço no ambiente regular – como foi a discussão – é central para nós e o evento simboliza a ABES na sua amplitude de questões de saneamento e meio ambiente”. Os eventos deste ano visam à preparação do Congresso Nacional da ABES, como explicou Alceu. “Para nós, é muito importante a estreita colaboração entre a Seção São Paulo e a Diretoria Nacional da ABES.”

O presidente nacional da ABES, Dante Ragazzi Pauli, elogiou a pertinência do tema do seminário. “Vivemos um momento difícil, além da conjuntura política, uma crise econômica violenta. A diversidade dos palestrantes, das suas áreas de atuação setor público e privado foi importante para o sucesso do evento.”.

Para a coordenadora da Câmara, Samanta Tavares de Souza, o objetivo do encontro foi plenamente atingido. “Trouxemos diversos olhares para o mesmo tema, o que propiciou aos participantes uma visão abrangente, o que promoverá melhorias nos processos de cobrança no mercado do saneamento, sempre buscando bons resultados com vistas na expansão e melhoria da qualidade dos serviços prestados.”

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