Wednesday, December 8, 2021
Home Interviews CXBuzz Interview with Pedro Oliveira Martins, Head of CX at Ateliware, Brazil

CXBuzz Interview with Pedro Oliveira Martins, Head of CX at Ateliware, Brazil

Hi Pedro. How did you first start working in the CX space?

It was 2019 and I had been working at a strategy and innovation consulting company here in Brazil; one of our partners asked me to work with them helping both developing and designing teams to better work alongside projects regarding digital transformation. It has been quite a journey for the last 2 years!

What are some of the common misunderstandings related to customer experience?

People tend to imagine that CS (customer success) and CX (customer experience) are the same, but customer success is all about “the client is always right” and follow-ups. What I do nowadays is almost like B2B2C work, since at Ateliware we develop software ordered by any company for its customers (either internal or external ones). I have to guarantee a smooth development for everyone involved in the process.

Have you seen any interesting new trends in e-commerce this year?

We build an e-commerce assembler as a service called “minestore,” in the same model as Shopify. So, I know one or two things about the new trends in this subject… One that I would like to highlight is the use of “wizard tools” to help people design and launch easy-to-made web pages for online trades.

e-Commerce boomed in 2020, and consumers started leaving more product reviews online. How can we make the most out of this momentum?

Be a one-stop-shop such as what Tecent is doing with WeChat in Asia. This way, customers don’t even need to switch apps in order to buy furniture or a soap refill during a conversation about house needs.

So many things changed in 2020. While some things are going to return to “normal,” what are new trends and habits you think will stay with us in the long term?

Remote working, online education, and ordering food from restaurants and groceries from supermarkets.

Do you believe focus groups are still relevant in the era of e-commerce? Why?

Research is always key, that being in-person interviews or forms sent over the internet. Focus groups are a unique opportunity to see people interacting over the topic and is so rich to extract information and insights from there.

Last but not least, what is your favorite CX metric?

In the agile “software development world” I use metrics “heavily,” so my partners and stakeholders can better understand what’s going on. I use Throughput, Lead Time, and CFD (cumulative flow diagram) to measure the team’s efficiency and efficacy while using Monte Carlo to preview delivery dates and NPS to understand clients’ needs and desires.

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