Banca de DEFESA: DAVID XAVIER DE SOUZA GOIS

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : DAVID XAVIER DE SOUZA GOIS
DATE: 31/10/2024
TIME: 15:00
LOCAL: Sala de videoconferência do Google: meet.google.com/uov-iqnp-zdf
TITLE:

CUSTOMER RELATIONSHIP AND EXPERIENCE:

STRATEGIES FOR BOOSTING ENGAGEMENT

- technology and business modeling of the Engage Client

KEY WORDS:

Data Analysis; Customer Experience; Customer Relationship; Decision Making; Sales.

PAGES: 67
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUBÁREA: Administração de Empresas
SUMMARY:

In customer relationships, one of today's main challenges is the deficiency in capturing and strategically using data, which compromises the personalization and effectiveness of commercial interactions. The disconnection between data and systems directly impacts business productivity and efficiency. In light of this scenario, the efforts of this scientific-entrepreneurial research aim to develop an information system focused on data intelligence to enhance customer relationships and experience. The initiative seeks to gain a detailed understanding of the perceptions of the actors involved in this process to outline strategies for customer relations, engagement, and sales growth. In this direction, the research methodology is applied in nature, with a qualitative and quantitative approach and exploratory objectives to analyze the technological and market aspects of the opportunity. The study relies on methodological procedures of information surveys, prototyping, experimentation, and validation, as well as business modeling. As a result, the Engage Client tool was developed to mitigate data integration deficiencies in commercial interactions, thus boosting customer relationships and experiences. Tests of the alpha version of the technology showed that the solution optimizes the process of collecting and analyzing data from interactions between companies and their customers, both in B2B and B2C contexts, allowing for greater accuracy in understanding consumer needs and preferences. It is concluded, therefore, that the scientific-entrepreneurial efforts of this research have resulted in a solution that improves customer experience management while enhancing decision-making, thus establishing itself as a potential strategic asset to drive business efficiency.

COMMITTEE MEMBERS:
Presidente - 1753896 - ZULMARA VIRGINIA DE CARVALHO
Interno - 2459504 - AQUILES MEDEIROS FILGUEIRA BURLAMAQUI
Interno - 1753123 - CARLOS ALEXANDRE CAMARGO DE ABREU
Externo ao Programa - 1544724 - GLAUCIO BEZERRA BRANDAO - UFRNExterno à Instituição - RAFAEL DEMETRIUS RODRIGUES DE SOUSA - UERN