{"id":12003,"date":"2025-07-15T00:00:00","date_gmt":"2025-07-15T04:00:00","guid":{"rendered":"https:\/\/whatsappbusiness.com\/resources\/success-stories\/movistar-colombia\/"},"modified":"2026-04-30T16:15:53","modified_gmt":"2026-04-30T20:15:53","slug":"movistar-colombia","status":"publish","type":"success-story","link":"https:\/\/whatsappbusiness.com\/pt-br\/resources\/success-stories\/movistar-colombia\/","title":{"rendered":"Movistar Colombia"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull is-style-surface-primary wp-pattern-content-logos-text has-global-padding is-layout-constrained wp-block-group-is-layout-constrained is-style-surface-primary--1\">\n<div class=\"wp-block-group alignwide wp-pattern-content-logos-text__inner is-layout-grid wp-container-core-group-is-layout-9c165146 wp-block-group-is-layout-grid\">\n<div class=\"wp-block-group wp-pattern-content-logos-text__logos is-vertical is-content-justification-center is-layout-flex wp-container-core-group-is-layout-612abace wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group is-vertical is-content-justification-center is-layout-flex wp-container-core-group-is-layout-fe1e3c8b wp-block-group-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.facebook.com\/movistarcolombiaoficial\/\" target=\"_blank\" rel=\"noreferrer noopener\"><img data-dominant-color=\"001d2e\" data-has-transparency=\"true\" style=\"--dominant-color: #001d2e;\" loading=\"lazy\" decoding=\"async\" height=\"856\" width=\"1024\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Logo_Movistar-1-1-.png\" alt=\"Logotipo da marca Movistar\" class=\"wp-image-1460 has-transparency\" srcset=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Logo_Movistar-1-1-.png 1513w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Logo_Movistar-1-1-.png?resize=300,251 300w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Logo_Movistar-1-1-.png?resize=768,642 768w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Logo_Movistar-1-1-.png?resize=1024,856 1024w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<p class=\"has-text-align-center is-typography-preset-body-sm wp-block-paragraph\">Marca<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group wp-pattern-content-logos-text__content is-vertical is-content-justification-left is-layout-flex wp-container-core-group-is-layout-6da93d19 wp-block-group-is-layout-flex\">\n<h2 id=\"a-movistar-colombia-provedora-de-servicos-de-telecomunicacao-usou-a-plataforma-do-whatsapp-business-para-facilitar-o-processo-de-atualizar-um-plano-de-celular-de-seus-clientes\" class=\"wp-block-heading is-typography-preset-heading-2 is-typography-preset-heading-4\">A Movistar Colombia, provedora de servi\u00e7os de telecomunica\u00e7\u00e3o, usou a Plataforma do WhatsApp Business para facilitar o processo de atualizar um plano de celular de seus clientes.<\/h2>\n<\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignfull is-style-surface-primary wp-pattern-stats-grid-3-column-green has-global-padding is-layout-constrained wp-block-group-is-layout-constrained is-style-surface-primary--2\">\n<div class=\"wp-block-group alignwide wp-pattern-stats-grid-3-column-green__grid is-layout-grid wp-container-core-group-is-layout-d65a3a21 wp-block-group-is-layout-grid\">\n<div class=\"wp-block-group is-style-surface-light-green wp-pattern-stats-card is-vertical is-content-justification-center is-layout-flex wp-container-core-group-is-layout-09b9bc3e wp-block-group-is-layout-flex is-style-surface-light-green--3\">\n<p class=\"has-text-align-center wp-block-tenup-stats has-heading-2-font-size\" data-wp-interactive=\"tenup\/stats\" data-wp-init=\"tenup\/stats::actions.init\" data-stats-initial=\"16\">\n\t16 pontos<\/p>\n\n\n\n<p class=\"has-text-align-center is-typography-preset-body-md wp-block-paragraph\">de aumento nas vendas digitais que convertem planos pr\u00e9-pagos em planos p\u00f3s-pagos ap\u00f3s implementar a jornada de mensagens autom\u00e1ticas no WhatsApp*<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group is-style-surface-light-green wp-pattern-stats-card is-vertical is-content-justification-center is-layout-flex wp-container-core-group-is-layout-09b9bc3e wp-block-group-is-layout-flex is-style-surface-light-green--4\">\n<p class=\"has-text-align-center wp-block-tenup-stats has-heading-2-font-size\" data-wp-interactive=\"tenup\/stats\" data-wp-init=\"tenup\/stats::actions.init\" data-stats-initial=\"25\">\n\t25 pontos<\/p>\n\n\n\n<p class=\"has-text-align-center is-typography-preset-body-md wp-block-paragraph\">de aumento nas taxas de lealdade de clientes ap\u00f3s implementar a jornada de mensagens autom\u00e1ticas no WhatsApp*<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group is-style-surface-light-green wp-pattern-stats-card is-vertical is-content-justification-center is-layout-flex wp-container-core-group-is-layout-09b9bc3e wp-block-group-is-layout-flex is-style-surface-light-green--5\">\n<p class=\"has-text-align-center wp-block-tenup-stats has-heading-2-font-size\" data-wp-interactive=\"tenup\/stats\" data-wp-init=\"tenup\/stats::actions.init\" data-stats-initial=\"80\">\n\t80%<\/p>\n\n\n\n<p class=\"has-text-align-center is-typography-preset-body-md wp-block-paragraph\">das vendas digitais que convertem planos pr\u00e9-pagos em p\u00f3s-pagos foram atribu\u00eddas ao WhatsApp*<\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"alignfull has-text-align-center is-typography-preset-label-sm wp-block-paragraph\"><em>*Os resultados foram divulgados pela empresa. Talvez n\u00e3o seja poss\u00edvel obter resultados id\u00eanticos. Em geral, os resultados individuais esperados ser\u00e3o diferentes.<\/em><\/p>\n<\/div>\n\n<div class=\"wp-block-group alignfull is-style-surface-primary has-global-padding is-layout-constrained wp-container-core-group-is-layout-5941bf96 wp-block-group-is-layout-constrained is-style-surface-primary--6\">\n<h2 id=\"o-story\" class=\"wp-block-heading has-text-align-center\">O <mark style=\"background-color:transparent\" class=\"has-green-underline\">story<\/mark><\/h2>\n\n\n\n<h3 id=\"milhoes-de-clientes-mensais\" class=\"wp-block-heading has-text-align-center\">Milh\u00f5es de clientes mensais<\/h3>\n\n\n\n<p class=\"has-text-align-center alignwide is-typography-preset-body-lg wp-block-paragraph\">Al\u00e9m dos servi\u00e7os de telefonia fixa, internet e TV, a Movistar tem milh\u00f5es de clientes que fazem uso dos servi\u00e7os de dados m\u00f3veis com planos pr\u00e9-pagos e p\u00f3s-pagos com pagamento mensal na Col\u00f4mbia.<\/p>\n<\/div>\n\n<div class=\"wp-block-group alignfull is-style-surface-primary has-global-padding is-layout-constrained wp-container-core-group-is-layout-5941bf96 wp-block-group-is-layout-constrained is-style-surface-primary--7\">\n<h2 id=\"a-meta-de\" class=\"wp-block-heading has-text-align-center\">A meta de <mark style=\"background-color:transparent\" class=\"has-green-underline\"><\/mark><\/h2>\n\n\n\n<div class=\"wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile\"><div class=\"wp-block-media-text__content\">\n<h3 id=\"converter-mais-clientes-para-planos-pos-pagos\" class=\"wp-block-heading is-style-green-line\">Converter mais clientes para planos p\u00f3s-pagos<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A abordagem tradicional da Movistar Colombia para levar os clientes a adquirir planos melhores envolvia alcan\u00e7ar as pessoas por meio de canais tradicionais, como vendas na loja ou telemarketing. A empresa queria converter mais clientes de planos pr\u00e9-pagos em p\u00f3s-pagos, mas precisava de uma maneira de tornar a experi\u00eancia mais r\u00e1pida e simples para aumentar as chances dessa convers\u00e3o.<\/p>\n<\/div><figure class=\"wp-block-media-text__media\"><img data-dominant-color=\"c3b3af\" data-has-transparency=\"false\" style=\"--dominant-color: #c3b3af;\" loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1692\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/AdobeStock_355825104.jpeg\" alt=\"A woman using her mobile phone while sitting on the couch.\" class=\"wp-image-346 size-full not-transparent\" srcset=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/AdobeStock_355825104.jpeg 2048w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/AdobeStock_355825104.jpeg?resize=300,248 300w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/AdobeStock_355825104.jpeg?resize=768,635 768w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/AdobeStock_355825104.jpeg?resize=1024,846 1024w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/AdobeStock_355825104.jpeg?resize=1536,1269 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\" \/><\/figure><\/div>\n<\/div>\n\n<div class=\"wp-block-group alignfull wp-pattern-content-centered-quote is-style-surface-cream has-global-padding is-layout-constrained wp-block-group-is-layout-constrained is-style-surface-cream--8\">\n<blockquote class=\"wp-block-quote alignwide has-text-align-center is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"is-typography-preset-heading-3 wp-block-paragraph\">\u201cA facilidade da nova jornada automatizada faz com que os clientes usem a experi\u00eancia sem abandon\u00e1-la. A segmenta\u00e7\u00e3o de mercado, as implanta\u00e7\u00f5es peri\u00f3dicas e o feedback de dados cont\u00ednuo s\u00e3o alguns dos componentes que fazem com que a abordagem do WhatsApp para compras por conversa d\u00ea t\u00e3o certo para nossa empresa.\u201d<\/p>\n<cite><strong>Daniel Ortega<\/strong><br><br>eCare Manager, Movistar Colombia<\/cite><\/blockquote>\n<\/div>\n\n<div class=\"wp-block-group alignfull is-style-surface-primary has-global-padding is-layout-constrained wp-container-core-group-is-layout-5941bf96 wp-block-group-is-layout-constrained is-style-surface-primary--9\">\n<h2 id=\"a-solucao\" class=\"wp-block-heading has-text-align-center\">A <mark style=\"background-color:transparent\" class=\"has-green-underline\">solu\u00e7\u00e3o<\/mark><\/h2>\n\n\n\n<div class=\"wp-block-group alignwide wp-pattern-media-text-split wp-pattern-media-text-split--app-left is-layout-flow wp-container-core-group-is-layout-f85fdb2c wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group wp-pattern-media-text-split__media is-layout-flow wp-block-group-is-layout-flow\"><div style=\"--device-bezel-side:5.33%;--device-screen-bg:#000000\" class=\"wp-block-wab-device-frame\">\n\t<img class=\"wp-block-wab-device-frame__top\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/themes\/wab-theme\/assets\/images\/devices\/generic-white-top.png\" alt=\"\" loading=\"lazy\" decoding=\"async\" \/>\n\t<div class=\"wp-block-wab-device-frame__middle\" style=\"background-image:url(https:\/\/whatsappbusiness.com\/wp-content\/themes\/wab-theme\/assets\/images\/devices\/generic-white-mid.png)\">\n\t\t<div class=\"wp-block-wab-device-frame__screen\">\n\n<figure class=\"wp-block-video\"><video data-ms=\"{&quot;creative&quot;:&quot;video&quot;,&quot;creative_detail&quot;:&quot;MovistarColombia_ConversationalCommerce_Video&quot;}\" data-wab-video-name=\"A conversational commerce experience\" height=\"1280\" style=\"aspect-ratio: 720 \/ 1280;\" width=\"720\" autoplay=\"\" controls=\"\" loop=\"\" muted=\"\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/04\/movistar-colombia.mp4\" playsinline=\"\"><\/video><\/figure>\n\n<\/div>\n\t<\/div>\n\t<img class=\"wp-block-wab-device-frame__bottom\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/themes\/wab-theme\/assets\/images\/devices\/generic-white-bottom.png\" alt=\"\" loading=\"lazy\" decoding=\"async\" \/>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group wp-pattern-media-text-split__text is-layout-flow wp-container-core-group-is-layout-3fdb7119 wp-block-group-is-layout-flow\">\n<h3 id=\"compras-por-conversa\" class=\"wp-block-heading is-style-green-line\">Compras por conversa<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A equipe decidiu adicionar uma experi\u00eancia de compra por conversa para seus clientes pr\u00e9-pagos na Plataforma do WhatsApp Business, lan\u00e7ando e promovendo uma jornada de mensagens autom\u00e1ticas que ajudariam clientes de planos pr\u00e9-pagos no processo de adquirir um plano melhor seguindo algumas etapas simples.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignfull is-style-surface-primary has-global-padding is-layout-constrained wp-container-core-group-is-layout-5941bf96 wp-block-group-is-layout-constrained is-style-surface-primary--10\">\n<div class=\"wp-block-group alignwide wp-pattern-media-text-split wp-pattern-media-text-split--app-right is-layout-flow wp-container-core-group-is-layout-f85fdb2c wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group wp-pattern-media-text-split__media is-layout-flow wp-block-group-is-layout-flow\"><div style=\"--device-bezel-side:5.33%;--device-screen-bg:#000000\" class=\"wp-block-wab-device-frame\">\n\t<img class=\"wp-block-wab-device-frame__top\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/themes\/wab-theme\/assets\/images\/devices\/generic-white-top.png\" alt=\"\" loading=\"lazy\" decoding=\"async\" \/>\n\t<div class=\"wp-block-wab-device-frame__middle\" style=\"background-image:url(https:\/\/whatsappbusiness.com\/wp-content\/themes\/wab-theme\/assets\/images\/devices\/generic-white-mid.png)\">\n\t\t<div class=\"wp-block-wab-device-frame__screen\">\n\n<figure class=\"wp-block-image\"><img data-dominant-color=\"d6dee4\" data-has-transparency=\"false\" style=\"--dominant-color: #d6dee4;\" loading=\"lazy\" decoding=\"async\" width=\"375\" height=\"667\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Movistar-Colombia-WhatsApp-Video-screenshot.jpg\" alt=\"Imagem mostrando a Movistar interagindo com clientes no WhatsApp\" class=\"wp-image-1594 not-transparent\" srcset=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Movistar-Colombia-WhatsApp-Video-screenshot.jpg 375w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Movistar-Colombia-WhatsApp-Video-screenshot.jpg?resize=169,300 169w\" sizes=\"auto, (max-width: 375px) 100vw, 375px\" \/><\/figure>\n\n<\/div>\n\t<\/div>\n\t<img class=\"wp-block-wab-device-frame__bottom\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/themes\/wab-theme\/assets\/images\/devices\/generic-white-bottom.png\" alt=\"\" loading=\"lazy\" decoding=\"async\" \/>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group wp-pattern-media-text-split__text is-layout-flow wp-container-core-group-is-layout-3fdb7119 wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\">A empresa direcionou a grupos de clientes com planos pr\u00e9-pagos mensagens no WhatsApp que promoviam os benef\u00edcios de adquirir um plano de celular p\u00f3s-pago, al\u00e9m de manter no ar campanhas de an\u00fancios de clique para o WhatsApp. Essas iniciativas serviram como um ponto de entrada direto para a experi\u00eancia. Para maximizar a oportunidade, a Movistar entregava mensagens no WhatsApp em momentos ideais do dia, dependendo dos padr\u00f5es de uso do cliente. Al\u00e9m disso, os clientes tinham a op\u00e7\u00e3o de acessar a experi\u00eancia de atualiza\u00e7\u00e3o de plano no canal da Movistar no WhatsApp a qualquer hora do dia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Depois que o cliente decidia qual novo plano era o melhor para ele, a jornada de mensagens autom\u00e1ticas solicitava os dados pessoais necess\u00e1rios para fazer a mudan\u00e7a. Quando o processo era conclu\u00eddo, o cliente recebia uma mensagem de confirma\u00e7\u00e3o na conversa e a mudan\u00e7a era ativada dentro de alguns minutos.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignfull is-style-surface-primary has-global-padding is-layout-constrained wp-container-core-group-is-layout-f5b8a515 wp-block-group-is-layout-constrained is-style-surface-primary--11\">\n<div class=\"wp-block-group alignwide is-layout-flow wp-block-group-is-layout-flow\">\n<h2 id=\"o-sucesso\" class=\"wp-block-heading has-text-align-center\">O <mark style=\"background-color:transparent\" class=\"has-green-underline\">sucesso<\/mark><\/h2>\n\n\n\n<h3 id=\"aumento-nas-mudancas-de-plano\" class=\"wp-block-heading has-text-align-center\">Aumento nas mudan\u00e7as de plano<\/h3>\n\n\n\n<p class=\"has-text-align-center alignwide is-typography-preset-body-lg wp-block-paragraph\">A Movistar Colombia analisou o desempenho dessa nova abordagem por 12 meses (de 1\u00ba de dezembro de 2023 a 1\u00ba de dezembro de 2024) e relatou um aumento nas mudan\u00e7as de plano atribu\u00eddo \u00e0s jornadas de mensagens no WhatsApp, incluindo:<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\"><figure class=\"wp-block-media-text__media\"><img data-dominant-color=\"4a758e\" data-has-transparency=\"false\" style=\"--dominant-color: #4a758e;\" loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1366\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/AdobeStock_1018926324.jpeg\" alt=\"A woman uses her mobile phone while leaning against a wall.\" class=\"wp-image-360 size-full not-transparent\" srcset=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/AdobeStock_1018926324.jpeg 2048w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/AdobeStock_1018926324.jpeg?resize=300,200 300w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/AdobeStock_1018926324.jpeg?resize=768,512 768w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/AdobeStock_1018926324.jpeg?resize=1024,683 1024w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/AdobeStock_1018926324.jpeg?resize=1536,1025 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\">16 pontos de aumento nas vendas digitais que convertem planos pr\u00e9-pagos em planos p\u00f3s-pagos ap\u00f3s implementar a jornada de mensagens autom\u00e1ticas no WhatsApp*<\/li>\n\n\n\n<li class=\"wp-block-list-item\">25 pontos de aumento nas taxas de lealdade de clientes ap\u00f3s implementar a jornada de mensagens autom\u00e1ticas no WhatsApp*<\/li>\n\n\n\n<li class=\"wp-block-list-item\">80% das vendas digitais que convertem planos pr\u00e9-pagos em p\u00f3s-pagos foram atribu\u00eddas ao WhatsApp*<\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<p class=\"has-text-align-center alignwide wp-block-paragraph\"><em>*Os resultados foram divulgados pela empresa. Talvez n\u00e3o seja poss\u00edvel obter resultados id\u00eanticos. Em geral, os resultados individuais esperados ser\u00e3o diferentes.<\/em><\/p>\n<\/div>\n\n<div class=\"wp-block-group alignfull is-style-surface-primary has-global-padding is-layout-constrained wp-block-group-is-layout-constrained is-style-surface-primary--12\">\n<div class=\"wp-block-group alignwide is-style-surface-dark-green has-global-padding is-layout-constrained wp-container-core-group-is-layout-71f05ff6 wp-block-group-is-layout-constrained is-style-surface-dark-green--13\" style=\"border-radius:25px\">\n<h2 id=\"comece-sua-jornada-com-um-parceiro\" class=\"wp-block-heading has-text-align-center is-typography-preset-heading-1 has-brand-green-color has-text-color\">Comece sua jornada com um parceiro<\/h2>\n\n\n\n<p class=\"has-text-align-center alignwide is-typography-preset-body-lg wp-block-paragraph\">Os parceiros da Plataforma do WhatsApp Business podem ajudar voc\u00ea a planejar, criar e integrar o WhatsApp como um canal para se conectar com seus clientes.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-aebcc133 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/business.facebook.com\/messaging\/partner-showcase\/?ref=SUCCESS_STORIES\">Encontrar um parceiro<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Atualiza\u00e7\u00f5es de planos de dados mais f\u00e1ceis com a Plataforma do WhatsApp Business<\/p>\n","protected":false},"author":12,"featured_media":12004,"template":"","meta":{"wab_header_eyebrow":"Plataforma do WhatsApp Business","wab_hide_header_excerpt":false,"wab_use_custom_excerpt":false,"wab_custom_excerpt":"","wab_company_name":"Movistar Colombia","wab_business_results":null,"wab_testimonial_quote":"\u201cA facilidade da nova jornada automatizada faz com que os clientes usem a experi\u00eancia sem abandon\u00e1-la. 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