Como criar uma régua de cobrança efetiva

Como criar uma régua de cobrança efetiva

Um grande calcanhar de Aquiles para quem trabalha com pagamentos recorrentes é notificar adequadamente os clientes sobre as cobranças e ter uma régua de cobrança eficaz no combate à inadimplência.

Neste artigo, explicamos em detalhes (com exemplos reais) como você pode criar uma régua de cobrança tanto para boleto bancário quanto para cartão de crédito.

Vamos focar inicialmente em ações que podem ser automatizadas usando um software de gestão e controle de cobranças recorrentes, como é o caso do Superlógica Assinaturas. Depois, falamos sobre processos mais burocráticos – como cobrança por telefone e envio de cartas.

Não deixe de ler também este material completo sobre como reduzir a inadimplência em negócios recorrentes.

Régua de cobrança para boleto bancário

Vamos falar primeiro sobre boleto bancário, onde a coisa é um pouco mais séria, pois o cliente precisa tomar uma ação concreta para efetuar o pagamento.

É fundamental que você tenha ao seu alcance um arsenal de ações para evitar a inadimplência, como e-mail, SMS, área do cliente e meio de pagamento de contingência.

A primeira arma a ser usada é o e-mail. A sugestão aqui é enviar mensagens automáticas ao seu cliente, como por exemplo:

  1. 5 antes do vencimento;
  2. No dia do vencimento;
  3. 6 dias depois do vencimento;
  4. 10 a 12 dias depois de vencido.

Nos e-mails, use e abuse de variáveis dinâmicas do seu sistema, para trazer na mensagem nome, e-mail, dia de vencimento, valor original da cobrança e link para o boleto atualizado.

Escolha um provedor confiável (como o Send Grid) e utilize títulos chamativos nos e-mails:

  • LEMBRETE: o boleto do Superlógica vence em 5 dias
  • NÃO ESQUEÇA: o boleto do Superlógica vence hoje
  • ATRASOU. O boleto do Superlógica está atrasado, pague agora mesmo
  • Suspensão à vista. Pague agora mesmo seu boleto do Superlógica

Se você oferece uma área do cliente em seu site, reforce isso nos e-mails – e passe a educar seu cliente a consultar esta área sempre que necessário.

Considere oferecer apenas cartão de crédito para clientes com mau histórico de pagamento.

Régua de cobrança com SMS

Outra arma que pode ser usada como reforço ao e-mail é o SMS.

Apenas muito cuidado com o SMS pois, ao contrário do e-mail, este recurso é mais agressivo e pode ser mal visto pelo seu cliente. Envie menos mensagens e faça menção a um e-mail.

Tome também o cuidado de checar se o número do celular que você tem é o do responsável pelos pagamentos.

Você pode mandar um SMS logo que a cobrança estiver disponível (5 dias antes) ou optar por um SMS preventivo, enviado no dia anterior ao vencimento. E depois de 5 a 7 dias de vencido, caso o pagamento ainda esteja em aberto.

Certifique-se de que o nome do remetente seja o da sua empresa e faça menção ao e-mail enviado com o boleto:

  • Sua cobrança vence amanhã. Acesse seu e-mail para mais informações.
  • Você tem 1 cobrança atrasada. Acesse e-mail ou use a linha digitável a seguir: [linha digitável]

Régua de cobrança para cartão de crédito

Além de ser básico ter um sistema que faça retentativas inteligentes ou ofereça meios de pagamento de contingência (para aumentar ao máximo a conversão de pagamentos), é importante que o seu sistema de gestão de recorrência envie mensagens em alguns casos, como uma tentativa de cobrança com falha, por exemplo.

Se o cartão do seu cliente apresenta algum tipo de falha (principalmente permanente), você não vai conseguir cobrá-lo, certo?

A solução é enviar um e-mail solicitando a atualização ou a troca para outro meio de pagamento.

Podemos desdobrar este tipo e-mail em dois:

  • Pagamento com falha (apenas informando); e
  • Última tentativa de pagamento (solicitando uma ação).

Selecionamos algumas mensagens que podem servir de inspiração para você.

Dropbox: Falha no pagamento do Dropbox – a conta sofreu downgrade

Repare que o e-mail informa o número de tentativas já realizadas, o valor e o plano, além de avisar que houve um downgrade na conta e chamando o usuário a atualizar os dados do cartão.

falha-pagto-dropbox.png

Englishtown – Lembrete: falha ao processar seu pagamento

Apesar de um pouco poluído e com muito texto, o e-mail da Englishtown é direto ao ponto: sua mensalidade atrasou e você perdeu acesso. A coluna na direita tem um call to action claro.

falha-pagto-englishtown.png

Have a Nice Beer – Clube Have a Nice Beer: Pagamento cancelado

Aqui o design é excelente e a mensagem, muito clara. Mas deixa a desejar porque não oferece auto-atendimento ao cliente – para atualizar o cartão, é preciso entrar em contato com o atendimento.

falha-pagto-haveanice.png

Microsoft Office – IMPORTANTE! Atualize a conta da Microsoft para evitar que o serviço seja interrompido

A mensagem da Microsoft também é muito clara e oferece um link para acesso à conta para atualização dos dados do cartão de crédito. Simples e muito eficiente.

falha-pagto-microsoft.png

Suspensão e cancelamento automático

Se você oferece algum tipo serviço baseado em software, pode achar importante em algum momento suspender o acesso em caso de inadimplência.

Como em tudo nesta vida, não existe uma fórmula pronta – cada negócio deve entender seus clientes e buscar o ponto de equilíbrio entre acesso ao serviço x pagamento.

Serviços com milhões de assinantes (como os de músicas, filmes e armazenamento de arquivos) costumam suspender o acesso ou efetuar downgrade em poucos dias – se o seu cartão de crédito está com algum problema, provavelmente em 5 dias o acesso estará suspenso ou sua conta será migrada para um plano grátis.

Se você ainda não suspende de forma automática, comece devagar – com 20 dias, por exemplo. E depois vá fazendo ajustes. Não fique com medo de receber reclamações – em geral, o cliente entende perfeitamente este tipo de ação.

E é claro que a suspensão tem de ser comunicada da melhor forma possível (vide exemplos acima). Isto é, a mensagem deve ser direta e visar à conversão – trazer de volta o cliente à adimplência. Se possível, envie o boleto ou ofereça uma área na qual o cliente poderá atualizar os dados do cartão de crédito.

Envio de cartas e notificações extra-judiciais

Para alguns setores do mercado, enviar cartas com as cobranças impressas ainda é uma realidade. Mas não é preciso que toda a sua base de clientes receba os boletos impressos. Há sempre um grupo (cada vez maior) de clientes que prefere receber apenas por e-mail as cobranças.

Lembre-se que o custo de enviar uma cobrança impressa pode ser até 100 vezes maior do que disparar e-mails. Leve em conta os custos de impressão e postagem.

O uso de cartas pode ser útil em casos crônicos de inadimplência (superior a 30 dias, por exemplo) ou para notificações extra-judiciais. Em casos mais graves, você pode enviar uma carta informando que em 10 dias o cliente terá o nome negativado em órgãos de proteção ao crédito ou terá o título protestado – esteja respaldado por um contrato antes de fazer isso.

Cobranças via telefone

Dependendo do ticket médio do seu negócio, nem sempre fazer ligações de cobrança vai valer a pena. Pese bastante os custos, faça todos os mecanismos automático trabalharem por você e deixe ações como ligar para clientes em último caso.

Agora, é claro que se você possui uma carteira grande de clientes e um ticket médio razoável, ligações são ótimas para reforçar as ações automatizadas.

É possível focar também em clientes de maior valor ou devedores de longa data.

Tenha um roteiro básico, prevendo os tipos de situação e perguntas mais comuns, como pedido de cancelamento, perdão de dívida, negociação e acordos.

Aliás, esteja pronto para fazer acordos. Muitas vezes é uma forma de receber rapidamente valores que você poderia não ver tão depressa.

Mas muito cuidado ao conceder descontos – você pode estar incentivando a inadimplência ao agir desta forma.

E uma última dica: nos contatos por telefone, é importante tirar do cliente uma previsão de pagamento – assim, é criado algum engajamento e expectativa de ambas as partes.

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