Programas e ações para enriquecer a experiência do cliente: um estudo de caso de uma multinacional do ramo da construção civil

Abstract

Several authors highlight the central role of the customer and his satisfaction in commercial relations. Significant marketing research efforts are directed towards understanding the consumer experience from the customer's perspective. The implementation of tools that help companies to direct efforts to improve the customer experience and, thus, generate profitability for the business is fundamental. The need for companies to plan certain ways to provide satisfaction and value based on their customers' interactions with the company, brand or product. This article aims to discuss a case study of a multinational company in the building industry. From the analysis of the NPS (Net Score Promoter) research and the analysis of the secondary data, we sought to counter a proposal of the company with the theoretical models. The results point to a good convergence between theory and practice, demonstrating the importance of the customer experience as an option for strategic positioning in the market.