Computational Tools in Customer Relationship Management:: Study on Motivations and Problems for Implementation in a Real Estate Construction Company
Autor(a) principal: | |
---|---|
Data de Publicação: | 2022 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista ENIAC pesquisa |
Texto Completo: | http://ojs.eniac.com.br/index.php/EniacPesquisa/article/view/869 |
Resumo: | Over the years, customer experience management has been highlighted in the corporate world. In order to improve this experience, organizational departments were developed such as Customer Service and, later, more robust Customer Relationship departments. With the high volume of information generated, information systems were needed to carry out the management and also computational tools to operationalize the process. Considering that the need to implement computational tools is a reality for companies from different sectors, the aim of this article is to present a study on the main motivations and problems found in the implementation of computational tools to support customer relationship services, having as a reference a company in the civil construction sector that deals with the difficulty in managing customer service dispersed in different channels. Based on data from consultations and interviews with 5 managers responsible for implementing the tools, were understood as potential implementation results: improvement in information management; improved reliability of information; providing call histories; reports for decision making; reduce response time by providing pre-service via-service chatbot and self-service on the most recurrent topics. |
id |
ENIAC-1_473b7748533d7940fcdf280b34346889 |
---|---|
oai_identifier_str |
oai:ojs.pkp.sfu.ca:article/869 |
network_acronym_str |
ENIAC-1 |
network_name_str |
Revista ENIAC pesquisa |
repository_id_str |
|
spelling |
Computational Tools in Customer Relationship Management:: Study on Motivations and Problems for Implementation in a Real Estate Construction CompanyFerramentas Computacionais na Gestão de Relacionamento com o Cliente: : Estudo Sobre as Motivações e Problemas para Implementação em uma Empresa do Ramo da Construção CivilServiço de Atendimento ao ClienteExperiência do ClienteSoftware de SuporteSistema de InformaçãoOver the years, customer experience management has been highlighted in the corporate world. In order to improve this experience, organizational departments were developed such as Customer Service and, later, more robust Customer Relationship departments. With the high volume of information generated, information systems were needed to carry out the management and also computational tools to operationalize the process. Considering that the need to implement computational tools is a reality for companies from different sectors, the aim of this article is to present a study on the main motivations and problems found in the implementation of computational tools to support customer relationship services, having as a reference a company in the civil construction sector that deals with the difficulty in managing customer service dispersed in different channels. Based on data from consultations and interviews with 5 managers responsible for implementing the tools, were understood as potential implementation results: improvement in information management; improved reliability of information; providing call histories; reports for decision making; reduce response time by providing pre-service via-service chatbot and self-service on the most recurrent topics.Ao longo dos anos a gestão da experiência do cliente tem recebido destaque no mundo corporativo. Com o objetivo de melhorar essa experiência foram desenvolvidas áreas organizacionais tais como o Serviço de Atendimento ao Cliente e posteriormente, áreas mais robustas de Relacionamento com o Cliente. Com o alto volume de informações gerado foram necessários sistemas de informação para realizar a gestão e também ferramentas computacionais para operacionalizar o processo. Considerando ainda que a necessidade de implantação de ferramentas computacionais é uma realidade para empresas de diversos setores, o objetivo deste artigo é apresentar um estudo sobre as principais motivações esperadas e problemas encontrados na implementação de ferramentas computacionais de suporte ao serviço de relacionamento com o cliente, tendo como referência uma empresa do ramo de construção civil que lida com a dificuldade na gestão dos atendimentos ao cliente dispersos em diferentes canais. Com base em dados dos atendimentos de um período nove meses e entrevistas com 5 gestores responsáveis pela implementação das ferramentas, compreenderam-se como potenciais resultados da implementação: melhoria na gestão informacional; melhoria na confiabilidade das informações; fornecimento de históricos dos chamados; relatórios para tomada de decisão; reduzir tempo de respostas ao disponibilizar um pré-atendimento via chatbot e aplicativo com autoatendimento nos temas mais recorrentes.Centro Universitário ENIAC2022-10-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://ojs.eniac.com.br/index.php/EniacPesquisa/article/view/86910.22567/rep.v11i2.869Revista Eniac Pesquisa; Vol. 11 No. 2 (2022); 332-355REVISTA ENIAC PESQUISA; Vol. 11 Núm. 2 (2022); 332-355REVISTA ENIAC PESQUISA; v. 11 n. 2 (2022); 332-3552316-234110.22567/rep.v11i2reponame:Revista ENIAC pesquisainstname:Centro Universitário Eniacinstacron:ENIACporhttp://ojs.eniac.com.br/index.php/EniacPesquisa/article/view/869/878Copyright (c) 2022 REVISTA ENIAC PESQUISAhttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessDarcie, Amanda MorgadoRodello, Ildeberto2022-11-27T04:05:04Zoai:ojs.pkp.sfu.ca:article/869Revistahttps://ojs.eniac.com.br/index.php/EniacPesquisahttp://ojs.eniac.com.br/index.php/EniacPesquisa/oai||revistaeniacpesquisa@fernandoasantos.com.br2316-23412316-2341opendoar:2022-11-27T04:05:04Revista ENIAC pesquisa - Centro Universitário Eniacfalse |
dc.title.none.fl_str_mv |
Computational Tools in Customer Relationship Management:: Study on Motivations and Problems for Implementation in a Real Estate Construction Company Ferramentas Computacionais na Gestão de Relacionamento com o Cliente: : Estudo Sobre as Motivações e Problemas para Implementação em uma Empresa do Ramo da Construção Civil |
title |
Computational Tools in Customer Relationship Management:: Study on Motivations and Problems for Implementation in a Real Estate Construction Company |
spellingShingle |
Computational Tools in Customer Relationship Management:: Study on Motivations and Problems for Implementation in a Real Estate Construction Company Darcie, Amanda Morgado Serviço de Atendimento ao Cliente Experiência do Cliente Software de Suporte Sistema de Informação |
title_short |
Computational Tools in Customer Relationship Management:: Study on Motivations and Problems for Implementation in a Real Estate Construction Company |
title_full |
Computational Tools in Customer Relationship Management:: Study on Motivations and Problems for Implementation in a Real Estate Construction Company |
title_fullStr |
Computational Tools in Customer Relationship Management:: Study on Motivations and Problems for Implementation in a Real Estate Construction Company |
title_full_unstemmed |
Computational Tools in Customer Relationship Management:: Study on Motivations and Problems for Implementation in a Real Estate Construction Company |
title_sort |
Computational Tools in Customer Relationship Management:: Study on Motivations and Problems for Implementation in a Real Estate Construction Company |
author |
Darcie, Amanda Morgado |
author_facet |
Darcie, Amanda Morgado Rodello, Ildeberto |
author_role |
author |
author2 |
Rodello, Ildeberto |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Darcie, Amanda Morgado Rodello, Ildeberto |
dc.subject.por.fl_str_mv |
Serviço de Atendimento ao Cliente Experiência do Cliente Software de Suporte Sistema de Informação |
topic |
Serviço de Atendimento ao Cliente Experiência do Cliente Software de Suporte Sistema de Informação |
description |
Over the years, customer experience management has been highlighted in the corporate world. In order to improve this experience, organizational departments were developed such as Customer Service and, later, more robust Customer Relationship departments. With the high volume of information generated, information systems were needed to carry out the management and also computational tools to operationalize the process. Considering that the need to implement computational tools is a reality for companies from different sectors, the aim of this article is to present a study on the main motivations and problems found in the implementation of computational tools to support customer relationship services, having as a reference a company in the civil construction sector that deals with the difficulty in managing customer service dispersed in different channels. Based on data from consultations and interviews with 5 managers responsible for implementing the tools, were understood as potential implementation results: improvement in information management; improved reliability of information; providing call histories; reports for decision making; reduce response time by providing pre-service via-service chatbot and self-service on the most recurrent topics. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-10-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://ojs.eniac.com.br/index.php/EniacPesquisa/article/view/869 10.22567/rep.v11i2.869 |
url |
http://ojs.eniac.com.br/index.php/EniacPesquisa/article/view/869 |
identifier_str_mv |
10.22567/rep.v11i2.869 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
http://ojs.eniac.com.br/index.php/EniacPesquisa/article/view/869/878 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2022 REVISTA ENIAC PESQUISA https://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2022 REVISTA ENIAC PESQUISA https://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Centro Universitário ENIAC |
publisher.none.fl_str_mv |
Centro Universitário ENIAC |
dc.source.none.fl_str_mv |
Revista Eniac Pesquisa; Vol. 11 No. 2 (2022); 332-355 REVISTA ENIAC PESQUISA; Vol. 11 Núm. 2 (2022); 332-355 REVISTA ENIAC PESQUISA; v. 11 n. 2 (2022); 332-355 2316-2341 10.22567/rep.v11i2 reponame:Revista ENIAC pesquisa instname:Centro Universitário Eniac instacron:ENIAC |
instname_str |
Centro Universitário Eniac |
instacron_str |
ENIAC |
institution |
ENIAC |
reponame_str |
Revista ENIAC pesquisa |
collection |
Revista ENIAC pesquisa |
repository.name.fl_str_mv |
Revista ENIAC pesquisa - Centro Universitário Eniac |
repository.mail.fl_str_mv |
||revistaeniacpesquisa@fernandoasantos.com.br |
_version_ |
1793890257737875456 |