Avaliação do uso de tecnologia de atendimento telefônico automático nos serviços ao consumidor
Autor(a) principal: | |
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Data de Publicação: | 2009 |
Tipo de documento: | Relatório |
Idioma: | por |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | http://hdl.handle.net/10438/13401 |
Resumo: | For several purposes, including costs reduction and simplification of information delivery, many services companies adopt automated interaction technologies at their receptive call centers. Under the eyes of the users, they may have expectations about the service they will get and show preferences about the automated interaction resources. Using automated interaction technologies, call centers may or may not satisfy users’ expectations and preferences. For the determination of evidences that support the assumptions raised during the literature review, a research, divided in three parts, took place: a) a focus group with some call center users; b) a field study with call center users; c) interviews with specialists (experience survey). Using Conjoint Analysis we suggest a preference model related to call centers automated interaction. This model cannot be generalized due to the sampling method used in this exploratory study. Three distinct groups of users have been determined, in accordance with preference similarities. Forms of using automated interaction technologies have been determined, in tune with these preferences. Finally, based upon the Balanced Scorecard concept, we suggest a model for managerial evaluation of the use of automated interaction technologies at call centers in consumer services companies. |
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Barth, Nelson LernerEscolas::EAESP2015-02-24T13:17:58Z2015-02-24T13:17:58Z2009http://hdl.handle.net/10438/13401For several purposes, including costs reduction and simplification of information delivery, many services companies adopt automated interaction technologies at their receptive call centers. Under the eyes of the users, they may have expectations about the service they will get and show preferences about the automated interaction resources. Using automated interaction technologies, call centers may or may not satisfy users’ expectations and preferences. For the determination of evidences that support the assumptions raised during the literature review, a research, divided in three parts, took place: a) a focus group with some call center users; b) a field study with call center users; c) interviews with specialists (experience survey). Using Conjoint Analysis we suggest a preference model related to call centers automated interaction. This model cannot be generalized due to the sampling method used in this exploratory study. Three distinct groups of users have been determined, in accordance with preference similarities. Forms of using automated interaction technologies have been determined, in tune with these preferences. Finally, based upon the Balanced Scorecard concept, we suggest a model for managerial evaluation of the use of automated interaction technologies at call centers in consumer services companies.Com vários propósitos, inclusive o de redução de custos e o de facilitar a obtenção das informações desejadas pelo usuário, muitas empresas prestadoras de serviços ao consumidor adotam em suas CATs (Centrais de Atendimento Telefônico) recursos tecnológicos de automação da interação. Examinando-se sob a ótica dos usuários das CATs, estes poderão ter expectativas sobre o serviço que encontrarão e manifestar preferências com relação aos recursos de interação automática. As CATs, ao utilizarem tecnologias de automação da interação, podem estar ou não satisfazendo as expectativas e as preferências dos usuários. Para a determinação de argumentos que suportem as proposições levantadas durante a revisão bibliográfica sobre o tema, realizou-se uma pesquisa dividida em três partes: a) um focus group com alguns usuários de CATs; b) um estudo de campo com usuários de CATs; c) entrevistas com especialistas (levantamento de experiência). Com a técnica Análise de Preferência, propõe-se um modelo das preferências dos usuários em relação ao atendimento automático em CATs. Esse modelo, em princípio, não é generalizável devido às características do processo de amostragem utilizado nesse estudo exploratório. Determinaram-se três grupos distintos de usuários, de acordo com a similaridade entre suas preferências. Determinaram-se usos da tecnologia de atendimento automático que estão em sintonia com as preferências dos usuários. Finalmente, usando os conceitos do Balanced Scorecard, propõe-se um modelo de avaliação gerencial para o uso da tecnologia de atendimento automatizado nas Centrais de Atendimento Telefônico das empresas prestadoras de serviços ao consumidor.porRelatório de pesquisa FGV/EAESP/NPP;n.21Atendimento telefônico automáticoAvaliação gerencialTecnologiaAdministração de empresasCentro de atendimento ao clienteServiço ao clienteAvaliação do uso de tecnologia de atendimento telefônico automático nos serviços ao consumidorinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/reportreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessORIGINALGVpesquisa_atendimento telefônico_automático_versao_final.pdfGVpesquisa_atendimento 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|
dc.title.por.fl_str_mv |
Avaliação do uso de tecnologia de atendimento telefônico automático nos serviços ao consumidor |
title |
Avaliação do uso de tecnologia de atendimento telefônico automático nos serviços ao consumidor |
spellingShingle |
Avaliação do uso de tecnologia de atendimento telefônico automático nos serviços ao consumidor Barth, Nelson Lerner Atendimento telefônico automático Avaliação gerencial Tecnologia Administração de empresas Centro de atendimento ao cliente Serviço ao cliente |
title_short |
Avaliação do uso de tecnologia de atendimento telefônico automático nos serviços ao consumidor |
title_full |
Avaliação do uso de tecnologia de atendimento telefônico automático nos serviços ao consumidor |
title_fullStr |
Avaliação do uso de tecnologia de atendimento telefônico automático nos serviços ao consumidor |
title_full_unstemmed |
Avaliação do uso de tecnologia de atendimento telefônico automático nos serviços ao consumidor |
title_sort |
Avaliação do uso de tecnologia de atendimento telefônico automático nos serviços ao consumidor |
author |
Barth, Nelson Lerner |
author_facet |
Barth, Nelson Lerner |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EAESP |
dc.contributor.author.fl_str_mv |
Barth, Nelson Lerner |
dc.subject.por.fl_str_mv |
Atendimento telefônico automático Avaliação gerencial Tecnologia |
topic |
Atendimento telefônico automático Avaliação gerencial Tecnologia Administração de empresas Centro de atendimento ao cliente Serviço ao cliente |
dc.subject.area.por.fl_str_mv |
Administração de empresas |
dc.subject.bibliodata.por.fl_str_mv |
Centro de atendimento ao cliente Serviço ao cliente |
description |
For several purposes, including costs reduction and simplification of information delivery, many services companies adopt automated interaction technologies at their receptive call centers. Under the eyes of the users, they may have expectations about the service they will get and show preferences about the automated interaction resources. Using automated interaction technologies, call centers may or may not satisfy users’ expectations and preferences. For the determination of evidences that support the assumptions raised during the literature review, a research, divided in three parts, took place: a) a focus group with some call center users; b) a field study with call center users; c) interviews with specialists (experience survey). Using Conjoint Analysis we suggest a preference model related to call centers automated interaction. This model cannot be generalized due to the sampling method used in this exploratory study. Three distinct groups of users have been determined, in accordance with preference similarities. Forms of using automated interaction technologies have been determined, in tune with these preferences. Finally, based upon the Balanced Scorecard concept, we suggest a model for managerial evaluation of the use of automated interaction technologies at call centers in consumer services companies. |
publishDate |
2009 |
dc.date.issued.fl_str_mv |
2009 |
dc.date.accessioned.fl_str_mv |
2015-02-24T13:17:58Z |
dc.date.available.fl_str_mv |
2015-02-24T13:17:58Z |
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info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/report |
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http://hdl.handle.net/10438/13401 |
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http://hdl.handle.net/10438/13401 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.ispartofseries.por.fl_str_mv |
Relatório de pesquisa FGV/EAESP/NPP;n.21 |
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info:eu-repo/semantics/openAccess |
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openAccess |
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reponame:Repositório Institucional do FGV (FGV Repositório Digital) instname:Fundação Getulio Vargas (FGV) instacron:FGV |
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repository.name.fl_str_mv |
Repositório Institucional do FGV (FGV Repositório Digital) - Fundação Getulio Vargas (FGV) |
repository.mail.fl_str_mv |
|
_version_ |
1810024093072752640 |