A experiência do cliente sob a ótica da gestão do conhecimento: estudo de caso de uma pequena empresa

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Universidade Federal de Goiás
The customer experience (CX) has been noticed as a powerful strategic tool in the offer productsand services. Over time, the customers become more demanding, not only looking for ways tosatisfy their momentary needs, but being It is also necessary for organizations to seek to provideyou with a memorable experience to remain competitive in the current scenario. In this sense, thereis the constant advancement of information and communication technologies, causing consumersto become increasingly connected, demanding more practical, easy to use, agile services thatprovide them with pleasant experiences. At the same time, organizations need to be prepared tomanage the entire flow of information and knowledge generated by customers. This study aims toanalyze and characterize the implementation of tools for managing customer experience asresources for managing the knowledge of customers of a small tobacco business in the city ofGoiânia. Methodologies widely discussed in the literature were applied in order to define howcustomers face each journey and what their feelings are. As results, after defining the contactpoints and journeys to be analyzed, it was possible to map the customer journeys to identify criticalpoints and insights that can improve customer interactions with the company, as well as proposing a way of measuring and monitoring experience using the Net Promoter Score NPS indicator. It canalso be seen that the journey mapping and indicators for experience monitoring are importantpractical tools that enable organizations to manage their customers' data and information. But,mainly, they allow to manage the knowledge about the customers' perceptions in such a way thatthis can assist managers in decision making.
Mapeamento da jornada, Gestão do conhecimento, Experiência do cliente, Gestão da informação, Journey mapping, Knowledge management, Customer experience, Information management
SOUZA, Lucas Flávio. A experiência do cliente sob a ótica da gestão do conhecimento: estudo de caso de uma pequena empresa. 2020. 57 f. Trabalho de Conclusão de Curso (Graduação) - Faculdade de Informação e Comunicação, Universidade Federal de Goiás, Goiânia, 2020