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Advisor(s)
Abstract(s)
O presente estudo tem como principal objetivo a potencialização da relação entre a Auchan Gaia e os seus clientes, através da conceptualização e compreensão das jornadas de clientes, assim como de pontos de dor e possíveis sugestões e melhorias e potencialização de envolvimento com os mesmos. Para a conceptualização da jornada de cliente, foi criado um modelo/mapa mais focado nas necessidades de uma empresa de retalho e, na recolha e análise de dados, foram utilizados métodos qualitativos e quantitativos. Por esta investigação estar inserida num contexto empresarial, a participação observante do estudioso (observação direta + informações conseguidas através de operadores e responsáveis de mercado), juntamente com dados cedidos pela empresa influenciaram a construção e foco do inquérito (foco nas áreas críticas = pontos de dor), administrado apenas a clientes da Auchan Gaia. Com as 184 respostas válidas, juntamente com a participação observante e os dados da empresa, estava reunida informação suficiente para conseguir elaborar e completar as cinco jornadas, uma para cada tipo de cliente. No final, os principais pontos de dor foram identificados, grande parte causados pela geral falta de trabalhadores, proveniente de uma mentalidade de retenção de custos, que acaba por comprometer a qualidade do serviço a longo prazo. Soluções foram apresentadas, assim como ideias de potencialização de envolvimento com os clientes, em conjunto com informações relativas à perceção dos consumidores, tudo combinado num intuitivo e informativo mapa da jornada do cliente. A principal limitação desta pesquisa está ligada à diferença do número de respostas obtidas relativas a alguns serviços disponibilizados na Auchan Gaia, como a compra na App, Drive e Quiq Shop e nos serviços pós-venda, o que pode ser explicado com o rácio de utilizadores ou com a tamanho do inquérito.
The present investigation aims to study and improve the relations of Auchan Gaia with its customers, through the conceptualization and understanding of its client’s customer journey, as well as eradication of pain points and possible engagement suggestions. To do so, a mixed methods research was utilized. For the conceptualization of the Customer Journey, a specific template was created to better address the needs of a retail business, and both qualitative and quantitative data collection and analysis methods were utilized. As this study was developed in a business context, the researcher’s participant observation (direct observation + information retrieved from conversations with operators and managers) and company’s data and reports greatly influenced the creation and focus of the survey (focus on critical store areas = pain points), administrated to Auchan Gaia clients only. From the 184 valid survey answers, again, aligned with the participant observation and the Auchan reports, enough information had been gathered to be able to construct the five customer journeys, one for each of the main Auchan Gaia client types. In the end, major pain points were identified in all types of services and areas, being most of them caused by the overall lack of staff, derivative from a cutting-back and a cost retention mentality that could be hurting the service quality in the long-term. Solutions were proposed, as well as possible engagement improvements, in addition to some more valuable “customer insight” information, all combined in an intuitive and informative customer journey map. The main limitation of this study is connected with the low response number to some of the services available in Auchan Gaia, like the App, Drive and Quiq Shop purchases, as well as post-sale services, which can be connected to the usage ratio but also due to the length of the survey
The present investigation aims to study and improve the relations of Auchan Gaia with its customers, through the conceptualization and understanding of its client’s customer journey, as well as eradication of pain points and possible engagement suggestions. To do so, a mixed methods research was utilized. For the conceptualization of the Customer Journey, a specific template was created to better address the needs of a retail business, and both qualitative and quantitative data collection and analysis methods were utilized. As this study was developed in a business context, the researcher’s participant observation (direct observation + information retrieved from conversations with operators and managers) and company’s data and reports greatly influenced the creation and focus of the survey (focus on critical store areas = pain points), administrated to Auchan Gaia clients only. From the 184 valid survey answers, again, aligned with the participant observation and the Auchan reports, enough information had been gathered to be able to construct the five customer journeys, one for each of the main Auchan Gaia client types. In the end, major pain points were identified in all types of services and areas, being most of them caused by the overall lack of staff, derivative from a cutting-back and a cost retention mentality that could be hurting the service quality in the long-term. Solutions were proposed, as well as possible engagement improvements, in addition to some more valuable “customer insight” information, all combined in an intuitive and informative customer journey map. The main limitation of this study is connected with the low response number to some of the services available in Auchan Gaia, like the App, Drive and Quiq Shop purchases, as well as post-sale services, which can be connected to the usage ratio but also due to the length of the survey
Description
Keywords
Jornada de cliente Mapa da jornada de cliente Pontos de dor Envolvimento Customer journey Customer journey map Pain points Engagement