Hipótese Central: Acesso Direto ao Entregador
A formulação da hipótese central a ser testada reside na premissa de que fornecer um canal de comunicação mais direto entre o cliente e o entregador da Shopee, momentos antes da entrega, aumenta a satisfação do cliente. Para testar essa hipótese, propomos um experimento A/B. No grupo de controle, o trajetória de entrega permanece inalterado, com as notificações padrão da Shopee. No grupo experimental, um SMS adicional é enviado ao cliente 30 minutos antes da entrega, contendo um número de telefone temporário e anonimizado para contato direto com o entregador.
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Vale destacar que, esse número será desativado logo após a inferência da entrega. As métricas de sucesso incluem o aumento da taxa de satisfação do cliente (avaliada por pesquisas pós-entrega) e a redução de reclamações relacionadas a atrasos ou dificuldades na comunicação. Os recursos necessários envolvem a implementação de um sistema de envio de SMS automatizado e a criação de números de telefone temporários, utilizando uma plataforma de comunicação como Twilio.
A duração do experimento será de duas semanas, justificando o prazo pela necessidade de coletar uma amostra estatisticamente significativa de entregas em diferentes regiões e horários.
Métricas de Sucesso e Grupos de experimento
A definição clara das métricas de sucesso é vital. Além da taxa de satisfação do cliente, rastrearemos o tempo médio de resolução de problemas relacionados à entrega. Isso porque um canal de comunicação direto pode agilizar a alternativa de imprevistos. O grupo de controle receberá o fluxo de entrega padrão da Shopee, com notificações genéricas sobre o status do pedido. Este grupo representa a linha de base para comparação. O grupo experimental, por outro lado, receberá o SMS com o contato do entregador momentos antes da entrega.
É fundamental compreender a composição de cada grupo. Ambos devem ser representativos da base de clientes da Shopee, com distribuições semelhantes em termos de localização geográfica, histórico de compras e tipo de produtos adquiridos. A alocação dos usuários aos grupos deve ser aleatória para minimizar vieses. A coleta de informações será feita por meio de questionários de satisfação online, enviados logo após a inferência da entrega, e pela análise dos registros de atendimento ao cliente.
A duração do experimento, duas semanas, foi escolhida para capturar variações no comportamento dos entregadores e clientes em diferentes dias da semana e horários.
Implementação e Recursos: experimento de Contato
A implementação do experimento A/B requer uma coordenação cuidadosa entre as equipes de tecnologia, operações e atendimento ao cliente da Shopee. O primeiro passo é a configuração da plataforma de envio de SMS, garantindo a integração com o sistema de rastreamento de entregas. Um exemplo prático é a criação de um script que, ao identificar que um entregador está a 30 minutos do destino, aciona o envio do SMS para o cliente. O número de telefone temporário deve ser gerado dinamicamente e associado à entrega específica, garantindo a privacidade do entregador e do cliente após a inferência da transação.
a experiência nos ensina, Outro aspecto relevante é a capacitação da equipe de atendimento ao cliente para lidar com eventuais dúvidas ou problemas decorrentes do novo canal de comunicação. Para isso, serão necessários recursos como servidores para hospedar o sistema de SMS, licenças de uso da plataforma de comunicação e treinamento da equipe de suporte.
A duração do experimento, de duas semanas, é justificada pela necessidade de coletar informações em diferentes cenários de entrega, como horários de pico e regiões com maior incidência de problemas logísticos.
