A experiência do cliente com a primeira loja online de donuts de Chapecó: um estudo de caso na empresa Donuts da SA

Abstract

The customer experience establishes parameters for the verification of factors related to the exchanges carried out between consumers and companies. Measuring customers' experience is an advantageous way of knowing and giving voice to their statements, supplications and desires, as it becomes a prospect of experiential consumption, involving the customer's total experience with an organization. Through knowledge of a customer's experience, the company is able to measure efforts and satisfaction, and thus improve the quality of interactions with its audience. Aiming to approach and delve into the proposed theme, the present research elaborates a case study of the unique type, carried out in an online donut company in the city of Chapecó (SC), "Donuts da Sa". The customer's experience in the company is measured through a tool for mapping this experiential consumption. The main objective of this research is to analyze the customer's experience with the object of study, with complementary objectives that aim to add when measuring this experience, identifying, exposing, mapping and analyzing the relationship: company and consumer. For a better understanding of the above, the present study is classified as to its purpose as an applied research, having as general purposes the classification by the descriptive research and basement with design in the single case study. For the analysis of the data collected for this research, the study counts on the presence of 3 main metrics to help and facilitate the understanding of the customer experience, namely the Customer Effort Score (CES), the Net Promoter Score (NPS), and the likert scale. To carry out the customer experience mapping, an ideal experience mapping model was created for the client of the study company, through the PeopleXperience platform that presents several models to measure a customer's experience and journey. As it originates in the digital environment, consumers currently travel with their shopping experience in the main means of communication: the social networks of Donuts da Sa, have low difficulties related to the issues of efforts to carry out steps that involve purchases and the company has a considerably high number of promoters of the brand and products offered by Donuts da Sa, measured using the NPS scale. Among the stages considered for mapping the customer experience, the post-sales stage is the one that most requires attention, however the stages in general have satisfactory rates.