Implementação do Conceito de Customer Experience em Área Operacional de uma Empresa de Telecomunicações / Implementation of the Customer Experience Concept in the Operational Areas of a Telecommunications Company

Abstract

Diante do cenario evolutivo do setor de telecomunicacoes e do mercado altamente competitivo existente no Brasil, aliados a constante necessidade de repensar a qualidade do servico fornecido pelas empresas de telecomunicacoes, tem-se observado a necessidade de gerar experiencias diferenciadas aos clientes como forma de satisfacao e de fidelizacao da base de clientes. Desta forma, esta pesquisa buscou analisar as acoes estrategicas que orientam a area de operacoes de uma empresa fornecedora de servico de telefonia movel. O atendimento ao conceito do Customer Experience foi adotado pela organizacao como estrategia para melhorar a avaliacao de seus servicos. Para se propor acoes alinhadas com o conceito de Customer Experience , foi realizada uma pesquisa com executivos das areas estrategicas e operacionais da empresa utilizando-se como suporte a Visao Baseada em Recurso (VBR) e a Customer Experience . A coleta de dados foi efetuada por intermedio de entrevistas aprofundadas. Utilizou-se tambem pesquisa bibliografica e documental de dados publicos da empresa. Para a analise dos dados foi utilizada a tecnica de analise do discurso. O resultado da pesquisa oferece importantes acoes estrategicas, que, se implementadas, poderao melhorar a qualidade e a avaliacao dos servicos da empresa pelos clientes da empresa pesquisada. Palavras-chave : Telecomunicacoes. Customer experience . Qualidade de Servicos. Estrategia operacional. ABSTRACT Faced with the evolutionary scenario of the telecommunications sector and the highly competitive market in Brazil and the constant need to rethink the quality of the service provided, there is a need to generate differentiated customer experience as a way of growth and maintenance of the customer base. In this way, this research sought to analyze the operational actions that guide the operations area of a company that provides mobile telephony service to meet the Customer Experience concept, which was adopted by the organization as a business strategy. For that, a theoretical study on operational strategy based resource vision (VBR) and customer experience was carried out. The data collection was performed through an open interview with managers of the operational area, as well as public data of the company in question, maintaining the confidentiality necessary for the execution of the research. Discourse analysis was used as a methodology, in order to obtain the interviewee s understanding not only of what was said but also of the meaning of what he had reported. The result allowed to identify great opportunity in relation to the use of organizational, physical and human resources. With this, it is hoped to contribute to improve the vision of the operation on the aspects of the business in a large Corporation. Keywords : Telecommunications. Customer Experience. Quality of Services. Operational Strategy.