{"id":15685,"date":"2022-10-31T08:11:00","date_gmt":"2022-10-31T08:11:00","guid":{"rendered":"https:\/\/skeepers.io\/?p=15685"},"modified":"2025-12-31T11:55:20","modified_gmt":"2025-12-31T10:55:20","slug":"kpis-para-rastrear-para-medir-o-impacto-das-avaliacoes-2","status":"publish","type":"post","link":"https:\/\/skeepers.io\/pt\/blog\/kpis-para-rastrear-para-medir-o-impacto-das-avaliacoes-2\/","title":{"rendered":"KPIs para rastrear para medir o impacto das avalia\u00e7\u00f5es"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Uma estrat\u00e9gia eficaz e centrada no cliente n\u00e3o se limita \u00e0 recolha, modera\u00e7\u00e3o e divulga\u00e7\u00e3o de opini\u00f5es online. <a href=\"https:\/\/skeepers.io\/pt\/demo\/\" target=\"_blank\" rel=\"noreferrer noopener\">Tamb\u00e9m \u00e9 necess\u00e1rio acompanhar e medir o impacto das mesmas.<\/a> Pode fazer tudo isto gra\u00e7as a certos KPIs e indicadores chave que analisam o envolvimento do cliente ao longo do tempo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Neste artigo, a <a href=\"https:\/\/skeepers.io\/pt\/demo\/\" target=\"_blank\" rel=\"noreferrer noopener\">SKEEPERS <\/a>explica <strong>porqu\u00ea e como medir o impacto das opini\u00f5es dos clientes com base nestes KPIs essenciais.<\/strong><\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-block-spacer-wqcosi1k81i\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"chap1\">Porqu\u00ea que se deve medir o impacto das opini\u00f5es dos clientes?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Hoje em dia, <a href=\"https:\/\/skeepers.io\/pt\/blog\/opinioes-de-clientes-qual-o-impacto-na-estrategia-de-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">as opini\u00f5es dos clientes<\/a> <strong>s\u00e3o a montra das empresas B2B e B2C. <\/strong>Cada \u00edndice de satisfa\u00e7\u00e3o, estrela do Google ou coment\u00e1rio online tem um impacto na imagem de marca.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mas isso n\u00e3o \u00e9 tudo: as<a href=\"https:\/\/skeepers.io\/pt\/blog\/4-conselhos-para-obter-opinioes-positivas-dos-clientes\/\" target=\"_blank\" rel=\"noreferrer noopener\"> opini\u00f5es dos clientes<\/a><strong> tamb\u00e9m ajudam a adquirir novos clientes, melhorar a refer\u00eancia natural da empresa e refor\u00e7ar a credibilidade das marcas<\/strong>, entre outros benef\u00edcios. E todos estes benef\u00edcios ligados \u00e0 prova social podem ser medidos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Medindo o impacto das opini\u00f5es em diferentes alavancas (aquisi\u00e7\u00e3o, refer\u00eancia, convers\u00e3o, taxa de click-through, etc.), as empresas podem:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Refor\u00e7ar os conhecimentos dos clientes<\/strong> e compreender melhor as expectativas dos consumidores;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Analisar experi\u00eancias,<\/strong> sejam elas positivas ou negativas;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Estabelecer planos de a\u00e7\u00e3o<\/strong> para demonstrar uma melhoria cont\u00ednua baseada em feedback (novos produtos, forma\u00e7\u00e3o em equipa na loja, optimiza\u00e7\u00e3o de sites de com\u00e9rcio electr\u00f3nico).<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-block-spacer-thyn76zvzs9\"><\/div>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/skeepers.io\/app\/uploads\/2022\/10\/1-1.png\" alt=\"Opini\u00f5es\" class=\"wp-image-40270\" style=\"width:650px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-block-spacer-2zl5p5fgxqa\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"chap2\">Opini\u00f5es dos clientes: quais s\u00e3o os Kpi\u2019s que devem ser analizados?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Para calcular o impacto das opini\u00f5es dos clientes,<\/strong> a <a href=\"https:\/\/skeepers.io\/pt\/demo\/\" target=\"_blank\" rel=\"noreferrer noopener\">SKEEPERS<\/a> recomenda a medi\u00e7\u00e3o destes dez KPIs chave:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>N\u00famero de avalia\u00e7\u00f5es de marcas recebidas;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Classifica\u00e7\u00e3o geral da marca: pontua\u00e7\u00e3o de 1 a 5;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>N\u00famero de coment\u00e1rios de produtos recebidos;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Classifica\u00e7\u00e3o geral dos coment\u00e1rios dos produtos: pontua\u00e7\u00e3o 1 a 5;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>N\u00famero de avalia\u00e7\u00f5es recebidas;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>N\u00famero de avalia\u00e7\u00f5es publicadas;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Melhoria da taxa de convers\u00e3o;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Melhoria da classifica\u00e7\u00e3o e do n\u00famero de avalia\u00e7\u00f5es no Google My Business;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Melhoria do tr\u00e1fego\/SEO;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Melhoria do CTR (taxa de click-through).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Entre todos estes indicadores,<strong> o volume de an\u00e1lises recolhidas<\/strong> (tanto de marca como de produto) <strong>e a qualidade das classifica\u00e7\u00f5es obtidas t\u00eam um impacto real sobre o neg\u00f3cio. <\/strong>O retorno do investimento (ROI) das an\u00e1lises online \u00e9 consider\u00e1vel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por exemplo, um produto que vai de 2 a 3 estrelas (gra\u00e7as ao volume de avalia\u00e7\u00f5es e classifica\u00e7\u00f5es positivas) seria acompanhado por um crescimento de aproximadamente 4%. Mas isso n\u00e3o \u00e9 tudo:<strong> passar de 3 para 4 estrelas aumentaria as vendas em 24%! Fonte: <a href=\"https:\/\/www.mckinsey.com\/industries\/consumer-packaged-goods\/our-insights\/five-star-growth-using-online-ratings-to-design-better-products\" target=\"_blank\" rel=\"noreferrer noopener\">Estudo McKinsey, 2021.<\/a><\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-block-spacer-ihjwwws3mys\"><\/div>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/skeepers.io\/app\/uploads\/2022\/10\/2-2.png\" alt=\"Opini\u00f5es\" class=\"wp-image-40271\" style=\"width:650px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-block-spacer-33dchvsaao4\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"chap3\">Tr\u00eas sugest\u00f5es para melhorar os KPIs relacionados com as opini\u00f5es dos clientes<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Recolher opini\u00f5es em todos os momentos<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">O <a href=\"https:\/\/skeepers.io\/pt\/demo\/\" target=\"_blank\" rel=\"noreferrer noopener\">feedback do cliente<\/a> n\u00e3o deve ser recolhido apenas uma vez. Para implementar uma estrat\u00e9gia centrada no cliente a longo prazo, melhorar significativamente as experi\u00eancias e aumentar a satisfa\u00e7\u00e3o, \u00e9 necess\u00e1rio receber <a href=\"https:\/\/skeepers.io\/pt\/demo\/\" target=\"_blank\" rel=\"noreferrer noopener\">opini\u00f5es dos clientes <\/a>ao longo do ano.<br>Ap\u00f3s cada compra, lembre-se de solicitar o feedback dos compradores verificados.<strong> A recolha cont\u00ednua das opini\u00f5es dos clientes tem um impacto direto nos KPIs.<\/strong> Por exemplo, sabia que a recolha de um grande n\u00famero de revis\u00f5e<strong>s afecta diretamente a referencia\u00e7\u00e3o natural no Google? <\/strong>O motor de pesquisa baseia-se em muitos crit\u00e9rios, incluindo o volume de avalia\u00e7\u00f5es de clientes, para classificar os resultados nos SERPs.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Responder a todas as opini\u00f5es dos clientes<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A resposta das empresas \u00e0s <a href=\"https:\/\/skeepers.io\/pt\/demo\/\" target=\"_blank\" rel=\"noreferrer noopener\">opini\u00f5es dos clientes<\/a> \u00e9 o terceiro fator mais importante para os utilizadores da Internet.<strong> Para 55% dos utilizadores, as respostas das empresas t\u00eam um impacto na perce\u00e7\u00e3o de uma marca, ap\u00f3s a descri\u00e7\u00e3o de uma experi\u00eancia positiva e de um \u00edndice de satisfa\u00e7\u00e3o<\/strong>. Fonte: <a href=\"https:\/\/www.brightlocal.com\/research\/local-consumer-review-survey\/\" target=\"_blank\" rel=\"noreferrer noopener\">Brightlocal, 2022.<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De facto, <a href=\"https:\/\/skeepers.io\/pt\/demo\/\" target=\"_blank\" rel=\"noreferrer noopener\">responder ao feedback do cliente gera tranquilidade, confian\u00e7a e imagem de marca.<\/a> A empresa <strong>mostra publicamente o seu interesse na satisfa\u00e7\u00e3o do cliente. <\/strong>Quanto mais os utilizadores da Internet lerem o feedback honesto, personalizado e profissional das empresas, mais estar\u00e3o dispostos a partilhar a sua experi\u00eancia com a empresa.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Recorrer a um parceiro de confian\u00e7a<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Gra\u00e7as a uma plataforma como a<a href=\"https:\/\/skeepers.io\/pt\/demo\/\" target=\"_blank\" rel=\"noreferrer noopener\"> SKEEPERS, <\/a>recolher opini\u00f5es (e melhorar os KPIs) \u00e9 f\u00e1cil. J\u00e1 n\u00e3o tem de esperar que os seus clientes publiquem opini\u00f5es volunt\u00e1rias sobre a sua marca, produtos ou servi\u00e7os. Com a nossa solu\u00e7\u00e3o, <strong>os clientes recebem diretamente um pedido para deixar uma opini\u00e3o, atrav\u00e9s do envio de question\u00e1rios de satisfa\u00e7\u00e3o p\u00f3s-venda.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A utiliza\u00e7\u00e3o de uma ferramenta reconhecida pela sua fiabilidade, credibilidade e respeito pela lei para recolher opini\u00f5es tem muitas vantagens:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>As empresas recebem an\u00e1lises mais positivas: <\/strong>a diferen\u00e7a na classifica\u00e7\u00e3o entre uma an\u00e1lise espont\u00e2nea no website e uma an\u00e1lise solicitada por um parceiro de confian\u00e7a \u00e9 de 0,45 pontos. A pontua\u00e7\u00e3o m\u00e9dia para avalia\u00e7\u00f5es solicitadas por clientes \u00e9 de 4,34\/5 pontos, e apenas 3,89\/5 para avalia\u00e7\u00f5es espont\u00e2neas (fonte: ReviewTracker, 2021);<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Melhoria do tr\u00e1fego na web: <\/strong>de acordo com os nossos estudos SKEEPERS, o tr\u00e1fego aumenta em m\u00e9dia 48% quando as opini\u00f5es dos clientes s\u00e3o recolhidas. Por sua vez, a melhoria na taxa de cliques (CTR) para as campanhas de an\u00fancios do Google \u00e9 de 17%;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>A experi\u00eancia do cliente \u00e9 mais representativa: <\/strong>gra\u00e7as a um parceiro de confian\u00e7a, as empresas podem segmentar a cole\u00e7\u00e3o de opini\u00f5es por marca, produto e loja. Desta forma, as empresas podem variar entre tipos de opini\u00f5es de clientes, aumentar as taxas de retorno e ganhar uma compreens\u00e3o mais precisa das experi\u00eancias dos clientes.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Deseja receber opini\u00f5es de clientes ou melhorar o impacto das mesmas no seu crescimento, visibilidade e aquisi\u00e7\u00e3o?<\/strong> Des<a href=\"https:\/\/skeepers.io\/pt\/demo\/\" target=\"_blank\" rel=\"noreferrer noopener\">cubra a nossa plataforma SKEEPERS<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Uma estrat\u00e9gia eficaz e centrada no cliente n\u00e3o se limita \u00e0 recolha, modera\u00e7\u00e3o e divulga\u00e7\u00e3o de opini\u00f5es online. Tamb\u00e9m \u00e9 necess\u00e1rio acompanhar e medir o impacto das mesmas. Pode fazer tudo isto gra\u00e7as a certos KPIs e indicadores chave que analisam o envolvimento do cliente ao longo do tempo. Neste artigo, a SKEEPERS explica porqu\u00ea&#8230;<\/p>\n","protected":false},"author":28,"featured_media":21366,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[193,208],"tags":[],"case_study_solution":[],"landing_page_cat":[],"post_folder":[],"class_list":["post-15685","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-aumentar-a-conversao-online","category-coletar-avaliacoes-de-clientes"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>KPIs para rastrear para medir o impacto das avalia\u00e7\u00f5es<\/title>\n<meta name=\"description\" content=\"Aprenda KPIs para medir o impacto das avalia\u00e7\u221a\u00b5es de clientes. 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