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60% dos compradores de tecnologia se arrependem de quase todas as compras que fazem, diz Gartner


News provided by

Gartner

Jun 22, 2023, 08:00 ET

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Comportamentos ineficazes ou disfuncionais levam ao arrependimento nas compras

SÃO PAULO, 22 de junho de 2023 /PRNewswire/ -- A mais recente pesquisa do Gartner, líder mundial em pesquisa e aconselhamento para empresas, constata que 60% dos compradores de tecnologia envolvidos em decisões de renovação ou expansão de contratos 'como serviço' se arrependem de quase todas as compras que fazem. Esses sentimentos de arrependimento são amplamente motivados pelos desafios de adquirir tecnologia com equipes de compra e verbas distribuídas entre as áreas.

"O arrependimento é um problema conhecido nas decisões de compra de tecnologia corporativa", afirma Hank Barnes, Vice-Presidente e analista do Gartner. "A questão é significativa o suficiente para levantar a questão de saber se os compradores de tecnologia de empresas B2B (Business to Business) têm atitudes negativas em relação às compras por padrão".

O Gartner conduziu a pesquisa mundial com 1.503 entrevistados de empresas com receita anual superior a US$ 50 milhões para entender o comportamento dos compradores B2B e detectar como eles abordam as decisões de renovação ou de expansão dos contratos de tecnologia que são no modelo assinatura (pago conforme o uso).

A pesquisa descobriu que as atitudes negativas dos compradores de tecnologia são moldadas por experiências de compra frustrantes, comunicação ruim e um número esmagador de opções a serem consideradas. Essas questões criam desafios, como ciclos de compra mais longos e objetivos conflitantes, dentro das empresas e suas diversas equipes, ao buscar oportunidades de expansão.

Apesar desses desafios, a pesquisa constata que os compradores de tecnologia preferem ter interações mínimas com as equipes de vendas, sendo que 95% dos compradores de tecnologia indicaram a preferência por uma experiência totalmente digital/online para as suas compras de expansão. "O pessimismo e o arrependimento continuam a crescer para os compradores de tecnologia corporativa", diz Barnes. "Isso geralmente tem pouco a ver com o fornecedor ou com os próprios produtos, mas é impulsionado por comportamentos ineficazes ou disfuncionais dentro da própria equipe de compras".

O Gartner recomenda que os líderes de produtos realizem três ações para negociar uma expansão eficiente:

1. Permitir que as equipes voltadas para os clientes identifiquem contas que exibem comportamentos associados ao arrependimento. Essas equipes devem estar atentas aos compradores de tecnologia que desejam rever as decisões no processo de compra, conflitos da equipe de compra e falta de conhecimento das etapas necessárias para concluir a aquisição;

2. Expandir o conteúdo de capacitação dos compradores para criar confiança no processo de compra. Orientar os compradores sobre os trabalhos que ajudam a reduzir conflitos e atrasos no processo de decisão;

3. Ampliar o número de atividades que podem ser realizadas digitalmente. Dois exemplos disso incluem a introdução de listas de verificação digitais, que orientam os compradores por meio de um processo eficaz, e a oferta de um espaço de trabalho compartilhado onde as equipes possam revisar os objetivos e ajudar a criar casos de negócios.

"Os problemas de pessimismo são algo que os provedores e seus clientes precisam trabalhar juntos para resolver", acrescenta Barnes. "Isso terá um impacto positivo de longo prazo para os líderes de produtos, seus clientes e o mercado".

Mais detalhes sobre as principais prioridades estratégicas para gerentes de produtos de tecnologia podem ser encontradas no e-book gratuito Gartner 2023 Leadership Vision for Technology Product Managers. O Gartner for High Tech equipa os líderes de tecnologia e suas equipes com as melhores práticas baseadas em funções, insights do setor e visões estratégicas sobre tendências emergentes e mudanças de mercado para alcançar suas prioridades de missão crítica e construir as organizações de sucesso de amanhã.

Sobre o Gartner 
O Gartner, Inc. é a principal empresa de pesquisa e consultoria do mundo e membro do S&P 500. Fornecemos aos líderes de negócios insights, conselhos e ferramentas indispensáveis para alcançarem suas prioridades em missões críticas e para desenvolverem organizações de sucesso no futuro. Nossa combinação incomparável de pesquisas lideradas por especialistas e orientadas por profissionais e baseadas em dados aconselha os clientes para a tomada de decisões corretas sobre os assuntos que mais importam. Somos confiáveis como um recurso de apoio e parceiro crítico para mais de 15.000 organizações, em mais de 100 países – por meio de todas as principais funções e para todos os tipos de empresa. Para saber mais como ajudamos executivos com poder de decisão a impulsionarem o futuro dos negócios, visite www.gartner.com ou siga notícias e atualizações do Gartner para executivos de TI no Twitter e LinkedIn usando #GartnerIT.

FONTE Gartner

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