Aprimorando o nível de serviço ao cliente em uma empresa do ramo da agricultura
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Citações na Scopus
Tipo de produção
Trabalho de Conclusão de Curso
Data
2023-02-09
Autores
Freitas, Alvaro de Souza
Silva, Bruno Medeiros
Oliveira, Gabriel Almeida de
Rocha, Hyago Pereira
Silva, Bruno Medeiros
Oliveira, Gabriel Almeida de
Rocha, Hyago Pereira
Orientador
Scramim, Denise Luciana Rieg
Periódico
Título da Revista
ISSN da Revista
Título de Volume
Citação
Texto completo (DOI)
Palavras-chave
nível de serviço ao cliente,experiência do cliente,serviço pós-vendas,customer service level,customer experience,after-sales service
Resumo
Em um mercado tão competitivo como o dos dias atuais, a excelência operacional deixou de ser um diferencial e se tornou um fator comum. Para se destacar, uma empresa necessita atender plenamente as expectativas do seu cliente para não correr o risco de perdê-lo para a concorrência. Neste sentido, faz-se necessário a exploração dos pontos de contato entre companhia e cliente em busca de melhorias de processos que atendam ou até mesmo superem as expectativas dos clientes. O presente trabalho tem como objetivo analisar o serviço pós-vendas de uma empresa do ramo da agricultura, identificar oportunidades de melhoria e propor planos de ação para aprimorar o nível de serviço oferecido. Para isso, foram definidos como objetivos específicos: o mapeamento dos processos de atendimento e de gestão dos clientes; identificação de atividades que não atendem o nível de serviço acordado com os clientes; levantamento das causas raízes do atendimento insatisfatório ao nível de serviço acordado e a proposição de planos de ação para eliminar as causas raízes identificadas. Os dados utilizados foram coletados por meio de entrevista com um funcionário da empresa estudada e dos dados históricos de prestações de serviços obtidos no CRM (Customer Relationship Management) da companhia. Por meio da análise dos dados históricos, foi selecionado o serviço pós-vendas com pior desempenho para o desenvolvimento de propostas de melhoria. Como resultado da aplicação dos planos de ação desenvolvidos para o serviço selecionado, foram observados o aumento de 13% do número de serviços realizados de acordo com a expectativa dos clientes e uma redução de 72,6% no tempo médio para execução dos serviços.
In a market as competitive as today's, operational excellence is no longer a differential and has become a common factor. To stand out, a company needs to fully meet its customer's expectations to avoid the risk of losing customers to its competitors. In this sense, it is necessary to explore the points of contact between the company and the customer in search of process improvements that meet or even exceed customer expectations. The present work aims to analyze the after-sales service of a company in the field of agriculture, identify opportunities for improvement and propose action plans to improve the level of service offered. For this, specific objectives were defined: mapping customer service and management processes; identification of activities that do not meet the level of service agreed with customers; survey of the root causes of unsatisfactory attendance at the agreed level of service and the proposition of action plans to eliminate the identified root causes. The data used were collected through an interview with an employee of the company studied and historical data of service provision obtained in the company's CRM (Customer Relationship Management). Through the analysis of historical data, the post-sales service with the worst performance was selected for the development of improvement projects. As a result of applying the action plans monitored for the selected service, an increase of 13% in the number of services performed in accordance with customer expectations and a reduction of 72.6% in the average time to perform the services were observed.
In a market as competitive as today's, operational excellence is no longer a differential and has become a common factor. To stand out, a company needs to fully meet its customer's expectations to avoid the risk of losing customers to its competitors. In this sense, it is necessary to explore the points of contact between the company and the customer in search of process improvements that meet or even exceed customer expectations. The present work aims to analyze the after-sales service of a company in the field of agriculture, identify opportunities for improvement and propose action plans to improve the level of service offered. For this, specific objectives were defined: mapping customer service and management processes; identification of activities that do not meet the level of service agreed with customers; survey of the root causes of unsatisfactory attendance at the agreed level of service and the proposition of action plans to eliminate the identified root causes. The data used were collected through an interview with an employee of the company studied and historical data of service provision obtained in the company's CRM (Customer Relationship Management). Through the analysis of historical data, the post-sales service with the worst performance was selected for the development of improvement projects. As a result of applying the action plans monitored for the selected service, an increase of 13% in the number of services performed in accordance with customer expectations and a reduction of 72.6% in the average time to perform the services were observed.