Study goals
The aim of the article presents a solution to the low operational efficiency and inadequate use of inputs in the service channels of a major Brazilian financial institution.
Relevance / originality
The artifact proposed in this study was developed based on theoretical foundations and empirical surveys, which considered different perspectives on the development of the solution.
Methodology / approach
This study adopted the Design Science methodology to develop a platform that unified customer service systems and the direction of demands and business processes.
Main results
The solution of service channels contributed to the significant improvement in process management by allowing an integrated view of the relationship, facilitating the analysis of services, and promoting to customers, regardless of the point of contact, the experience of successful journeys.
Theoretical / methodological contributions
This research indicates that the lack of operational efficiency was caused by the service areas being separate and independent, using tools for recording and treating distinct demands, and needing to be integrated or legacy systems.
Social / management contributions
After the full implementation of the tool, a specific cell will be created for demand management, responsible for controlling deadlines, quality of responses, and adequacy of the negotiations, without the need to disperse the resources accountable for these control activities.