Worten's mobile application creation: adding customer value or a pressured digital response?

• Autor(a) principal: Rosa, Inês Silva Alves
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/20038
• topic: Customer value; Digital disruption; Pressured digital pesponse; Strategy; Valor para o cliente; Disrupção digital; Resposta de pressão digital; Estratégia

The Aim of this thesis is to understand if the Creation of Worten's APP will add value to the customer or if it is a pressured digital response. Nowadays, it is normal for most companies to start responding to the new segment of customers - the Digital Customers. To do so, many corporations build strategic methods to answer to new trends and businesses. Nevertheless, according to a Mckinsey&Company' research although 90% of the companies are already developing responses to the digital disruption, only 16% are actually fully incorporating those strategies at a scale. (Bughin & Zeebroeck, 2017) With this it, it was selected the major ideas designed by the Worten for the content of the APP and assessed what type of contents did the customer value the most. It was developed a national questioner to analyze the customer’ perspective and create forms of implementation of their ideas. Regarding the results, it could be concluded that, there is still a long way to run since the most whished content for the APP was related with Products and not Services. However, "Track&Trace" of services was selected as the most wanted content obtaining the highest percentage of votes, 27,3%, with groups of age under 34 years old (understanding that these groups represent the digital consumer in general). The research provided clear ideas of the customer needs and suggestions on how to apply that type of content, giving to the company, various options of implementation.