Relacionamento e experiência do cliente: estratégias para impulsionamento de engajamento - tecnologia e modelagem de negócios do Engage Client

• Ano de defesa: 2024
• Autor(a) principal: Góis, David Xavier de Souza
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal do Rio Grande do Norte; BR; UFRN; PROGRAMA DE PÓS-GRADUAÇÃO EM CIÊNCIA, TECNOLOGIA E INOVAÇÃO
• Palavras-chave em Português: Experiência do cliente; Análise de dados; Relacionamento com cliente; Vendas; Tomada de decisão; OUTROS::CIENCIAS
• Link de acesso: https://repositorio.ufrn.br/handle/123456789/63687

In customer relationships, one of today's main challenges is the deficiency in capturing and strategically using data, which compromises the personalization and effectiveness of commercial interactions. The disconnection between data and systems directly impacts business productivity and efficiency. In light of this scenario, the efforts of this scientific-entrepreneurial research aim to develop an information system focused on data intelligence to enhance customer relationships and experience. The initiative seeks to gain a detailed understanding of the perceptions of the actors involved in this process to outline strategies for customer relations, engagement, and sales growth. In this direction, the research methodology is applied in nature, with a qualitative and quantitative approach and exploratory objectives to analyze the technological and market aspects of the opportunity. The study relies on methodological procedures of information surveys, prototyping, experimentation, and validation, as well as business modeling. As a result, the Engage Client tool was developed to mitigate data integration deficiencies in commercial interactions, thus boosting customer relationships and experiences. Tests of the alpha version of the technology showed that the solution optimizes the process of collecting and analyzing data from interactions between companies and their customers, both in B2B and B2C contexts, allowing for greater accuracy in understanding consumer needs and preferences. It is concluded, therefore, that the scientific-entrepreneurial efforts of this research have resulted in a solution that improves customer experience management while enhancing decision-making, thus establishing itself as a potential strategic asset to drive business efficiency.