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Proposta De Um Novo Sistema De Serviço Com Vista À Melhoria Da Experiência Do Cliente Em Loja De Operadora De Telecomunicações

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Proposta De Um Novo Sistema De Serviço Com Vista À Melhoria Da Experiência Do Cliente Em Loja De Operadora De Telecomunicações Proposta de um novo sistema de serviço com vista à melhoria da experiência do cliente em loja de operadora de telecomunicações O caso da Vodafone Bernardo da Silva Vieira Bagorro de Matos Dissertação para obtenção do Grau de Mestre em Engenharia e Gestão Industrial Orientadores: Prof. Carlos Manuel Pinho Lucas de Freitas Prof. João Carlos da Cruz Lourenço Júri Presidente: Prof. Carlos António Bana e Costa Orientador: Prof. João Carlos da Cruz Lourenço Vogal: Prof. António Miguel Areis Dias Amaral Novembro 2019 i Agradecimentos É difícil mencionar em apenas duas dimensões quem contribuiu para que eu me encontrasse onde estou, prestes a tornar-me engenheiro. Em primeiro lugar, ao meu Pai Fernando, pelos seus conselhos nas horas chave e por me ter permitido escolher o caminho que me pareceu o correto, proporcionando-me estabilidade emocional e ensinando- me que nunca nada é o fim do mundo. Ao irmão Manel, irmã Maria do Mar, mãe Susana, queridos avós e Adelaide, que acompanharam de perto este percurso e que me ajudaram a tornar no que sou hoje. É impossível mencionar tudo o que ainda hoje fazem por mim, e por isso vos estou tão grato. Ao restante clã Vieira, que me faz sentir abençoado por pertencer a esta família. À Inês, que através da sua lente testemunhou o processo de A a Z, irradiando apoio incondicional desde antes eu sequer ter começado a escrever este documento. A todos os meus amigos, a família que se escolhe, e que sem a qual muito dificilmente estaria tão satisfeito com as memórias que levo do meu percurso académico. À Deolinda, Sandra, Melanie, Helena, Carla e Alexandra, das equipas de Customer Experience e Customer Value Management da Vodafone Portugal, que tanto me ensinaram em tão pouco tempo, e sem as quais eu não teria despertado a curiosidade para abordar o tema investigado nesta dissertação. Finalmente, ao Prof. Carlos Lucas Freitas e ao Prof. João Lourenço, que me guiaram e aconselharam nos últimos seis meses, um sentido obrigado. Gratias omnibus. Abstract In the last decades service companies shifted their focus from a strictly commercial and trading point of view to a more customer-centric one, investing in the customer experience along the several interaction points of their services. The consumers’ profile is becoming increasingly singular in terms of preferences, which makes the standardization of service design and provision not an adequate option. This is due mainly to the technology evolution that provides more reliable, fast and interactive services, allowing the migration of any consumer to the competitors at the earliest sign of dissatisfaction. This document provides an analysis on the present scenario of customer satisfaction with telecommunication companies, as well as the design of a new holistic and customer-centric service system, following the MINDS theory. This system integrates the customer perspective and qualitative judgments and suggests an alignment between front-end and back-end processes, allowing better management of customer interactions with the several available interfaces, improving customer experience. Regarding the service concept, the data gathered and analyzed from an online survey, a focus group, and interviews to store assistants, confirm that the main factors present in the value constellation of customers are: reduced waiting time; clear speech by assistants; feeling comfortable; and the interaction with technology. Also, there were used tools borrowed from Design Thinking and Multicriteria Decision Analysis, combining these fields with Service Design, contributing an innovative way for designing a service. The new proposed holistic and customer-centric service system is based on the factors mentioned, increasing customer participation along its journey. Keywords: customer experience; customer constellation value; service design; design science research; design thinking; value co-creation. Resumo Nas últimas décadas as empresas de serviços mudaram o seu foco de uma perspetiva estritamente comercial para uma centrada no consumidor, investindo na melhoria da sua experiência ao longo dos pontos de contacto com o serviço. O perfil do consumidor é progressivamente singular nas suas preferências, tornando a padronização do desenho e fornecimento de serviços uma abordagem inapropriada. Isto deve-se principalmente à evolução tecnológica, que permite o fornecimento de serviços mais fiáveis, rápidos e interativos, permitindo a migração de clientes para a concorrência motivado pelo mínimo descontentamento. Este documento fornece uma análise ao cenário atual da satisfação dos consumidores com as empresas de telecomunicações, bem como o desenho de um sistema de serviço holístico e centrado no consumidor, seguindo a metodologia MINDS. Este sistema integra a perspetiva e julgamentos qualitativos do cliente, sugerindo uma coordenação entre os processos que decorrem no palco e nos bastidores do serviço, resultando numa gestão das interações das várias interfaces com o consumidor e numa experiência de serviço melhoradas. Os dados analisados de um inquérito online, um grupo de foco e entrevistas a assistentes de loja confirmam que os principais fatores na constelação de valor do consumidor são: tempo de espera reduzido; clareza no discurso do assistente; sensação de conforto; e interatividade com tecnologia. Foram combinadas ferramentas de Design Thinking, Análise de Decisão e Desenho de Serviços, resultando numa abordagem inovadora de desenho do serviço. O sistema proposto é baseado nos fatores anteriormente mencionados, aumentando a participação do consumidor ao longo da sua jornada. Palavras-chave: experiência do consumidor; constelação de valor do consumidor; desenho de serviços; investigação de desenho de serviços; Design Thinking; cocriação de valor. Índice Agradecimentos .................................................................................................................................... ii Abstract ................................................................................................................................................. iii Resumo.................................................................................................................................................. iv Índice ...................................................................................................................................................... v Lista de Figuras ................................................................................................................................... vii Lista de Tabelas .................................................................................................................................. viii Lista de Abreviaturas e Acrónimos .................................................................................................... ix 1 Introdução ...................................................................................................................................... 1 1.1 Problema e motivação ............................................................................................................. 1 1.2 Objetivos da Dissertação ......................................................................................................... 1 1.3 Metodologia de Investigação ................................................................................................... 2 1.4 Estrutura da Dissertação ......................................................................................................... 3 2 Definição do Problema .................................................................................................................. 5 2.1 Introdução ................................................................................................................................ 5 2.2 A Indústria das Telecomunicações ......................................................................................... 5 2.2.1 Setor das Telecomunicações .......................................................................................... 5 2.2.2 Evolução das Telecomunicações em Portugal ............................................................... 5 2.2.3 Nova Dinâmica do Mercado das Telecomunicações ...................................................... 7 2.3 O Grupo Vodafone em Portugal .............................................................................................. 9 2.3.1 Da Telecel à Vodafone .................................................................................................... 9 2.3.2 Estrutura Organizacional ............................................................................................... 10 2.3.3 Presença Geográfica ..................................................................................................... 11 2.3.4 Posição no Mercado Português .................................................................................... 11 2.4 Relação Cliente-Operadora ................................................................................................... 12 2.4.1 Reclamações ................................................................................................................. 12 2.4.2 Indicador de satisfação no setor das telecomunicações ............................................... 13 2.5 Necessidade de melhoria ...................................................................................................... 15 2.6 Conclusões do capítulo ........................................................................................................
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