Avaliação do uso de tecnologia de atendimento telefônico automático nos serviços ao consumidor
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Data
2006-05-08
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Orientador(res)
Meirelles, Fernando de Souza
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Resumo
For several purposes, including costs reduction and simplification of information delivery, many services companies adopt automated interaction technologies at their receptive call centers. Under the eyes of the users, they may have expectations about the service they will get and show preferences about the automated interaction resources. Using automated interaction technologies, call centers may or may not satisfy users’ expectations and preferences. For the determination of evidences that support the assumptions raised during the literature review, a research, divided in three parts, took place: a) a focus group with some call center users; b) a field study with call center users; c) interviews with specialists (experience survey). Using Conjoint Analysis we suggest a preference model related to call centers automated interaction. This model cannot be generalized due to the sampling method used in this exploratory study. Three distinct groups of users have been determined, in accordance with preference similarities. Forms of using automated interaction technologies have been determined, in tune with these preferences. Finally, based upon the Balanced Scorecard concept, we suggest a model for managerial evaluation of the use of automated interaction technologies at call centers in consumer services companies.