EXPERIÊNCIA DO CLIENTE: UM FRAMEWORK PARA GESTÃO E ENTREGA DE VALOR AOS CLIENTES
DOI:
https://doi.org/10.14210/alcance.v29n2(Mai/Ago).p192-207Palavras-chave:
Experiência do Cliente, Valor ao Cliente, Jornada do Cliente, FrameworkResumo
Objetivo: Introduzir e apresentar um framework que descreva os estágios de desenho, planejamento e implementação de projetos visando entrega de valor e de experiências aos clientes e, também, apoiar profissionais de CX.
Design: Para tanto, um framework foi proposto para apoiar os profissionais na gestão de projetos de experiência do cliente integrando marketing, inovação e serviços, inspirado nos princípios de lean startup.
Resultados: O framework propõe cinco estágios: (i) pesquisa do cliente; (ii) desenvolvimento de ideias; (iii) prototipação; (iv) mensurar e compartilhar resultados; e, por fim, (v) escalonamento. Os princípios de lean startup estão presentes na medida em que os projetos são construídos, testados (e mensurados) e são registrados os aprendizados a cada interação e iteração.
Originalidade e Valor: O framework de experiência do cliente integra técnicas de design de serviços, jornada do cliente, pontos de contato (omnichannel), entre outras práticas, com vistas a suportar os profissionais de CX.
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