Otimização de processos dos canais de atendimento remoto de compra para melhoria da satisfação do cliente: estudo de caso em um supermercado do interior de Minas Gerais

Abstract

The problem that guides this study was to identify the flaws in the customer service sector of a supermarket located in the interior of Minas Gerais, which could compromise the quality of the final customer service. The objective of the study was to identify the flaws, develop correction strategies, apply them, and evaluate the results to determine if the problems were minimized or resolved. The methodology used was a case study, and the data and information were obtained through market research with 30 customers, calculation of time and productivity indicators, interviews with employees, and process observation. The initial results indicated the need for improvements, such as installing a door to isolate the attendants from other areas of the supermarket to avoid noise, changing the automated WhatsApp message, creating a mechanism for error management, developing Standard Operating Procedures (SOP) for each step of the process, changing the telephone operator system, and implementing cash flow dynamics. After implementing the changes, there was a significant reduction in time indicators and improvement in customer and employee satisfaction, with punctual deliveries and fewer errors. It is concluded that improving customer service is essential for the competitiveness of the supermarket, influencing customer perception and contributing to problem resolution and satisfaction of their needs.