Banca de DEFESA: LOUYZE LOURRANE FONSECA PEREIRA

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : LOUYZE LOURRANE FONSECA PEREIRA
DATE: 14/07/2025
TIME: 16:00
LOCAL: https://meet.google.com/fux-dygy-bnv
TITLE:

La Casa de Papel: Onboarding Framework for New Customers

KEY WORDS:

Communication Process; Customer Success; Customer Journey; Framework; Onboarding.

PAGES: 146
BIG AREA: Ciências Sociais Aplicadas
AREA: Desenho Industrial
SUMMARY:

This research addresses the challenges faced by companies during the customer onboarding stage, especially with regard to initial disengagement, difficulty in perceiving value, and the consequent increase in turnover rates. These problems are largely due to poorly structured processes, such as the absence of integrated communication channels, generic responses, and the low use of technologies for personalization in post-sales relationships. In this context, the main objective of the study is to analyze the onboarding methodologies currently used, identifying bottlenecks and proposing improvements capable of improving the customer experience and increasing their retention. The methodology adopted is qualitative and exploratory in nature, based on the analysis of a specific case study, combined with a literature review, benchmarking, and empirical data collection. As a result, the “La Casa de Papel” framework was developed, a consultative onboarding model that aims to increase the perception of value delivered to the customer from the first contacts. The proposal relies on strategic, personalized and integrated action by project implementers, focusing on understanding the client's needs, aligning expectations and delivering results in the short term. The model has demonstrated the potential to promote greater engagement, strengthen the client-company relationship and significantly reduce churn.

COMMITTEE MEMBERS:
Presidente - ***.133.498-** - CRISTIANO ALVES DA SILVA - UFSC
Interno - 1323908 - JOAO CARLOS ALCHIERI
Externa à Instituição - MARILIA MATOS GONÇALVES - UFSC
Interna - 1753896 - ZULMARA VIRGINIA DE CARVALHO