Study goals
This research seeks to demonstrate the importance of measuring Customer Experience for digital products, focusing on Women who work with technology in Belo
Horizon. The data will be collected through a survey of women working in the product area in Belo Horizonte. The statistical methodology used consists in the analysis of the grouped data, aiming to detect which vision, which these specialists in the subject of production of a digital product, have on Customer Experience focused on a quality experience for women, obtaining, with this, the necessary information for prove the problem raised in this work.
Relevance / originality
The theme was chosen because with greater interaction with the technological market, it is possible to have a more critical view of how companies do not improve services and the consumer experience, even when the product offered is for this segment. Customer Experience is a bias of recent use in Brazil, however there is a latent need to understand what the customer wants, what he sees value, what is worth investing to have a return on investment. Much is said about customer satisfaction, and there are even several companies that carry out satisfaction surveys. However, the data that these surveys provide has little application for the development of continuous improvement. For a better understanding of customer satisfaction, it is necessary to anticipate a process failure. In this work, the consumer buying journey will be approached, which is extremely important for the continuous improvement of a digital product. It is she who says how the customer perceives the urgency and need for a product and how to improve platforms in general, making this journey simpler and lighter for the final consumer.
Methodology / approach
This research is exploratory in nature, on the theme of Customer Experience. As it is a theme that is still not very deep, we see the need to know and deepen more on the subject. The approach used is quantitative, based on data, numbers and the qualitative way of achieving them. Pearson's Chi-square statistical method (1900) was used to verify whether there is independence between two variables measured in the same experimental units. Bibliographic research, documentary research, and a form was applied to a population that is the research audience.
Main results
Through the survey, it was possible to measure the degree of dissatisfaction among women with Customer Experience measurement tools for products aimed at this market segment. Many of the respondents talked about some advances that have already happened in several aspects related to the theme, these also proven according to the measurement made by the chi-square method. Today women feel that companies have started to worry about making products for women. And many respondents even perceive natural advances in representativeness in some Brazilian brands. It is noticed that the most raised problem was the lack of representativeness in company communications.
Theoretical / methodological contributions
This research aims to contribute to the advancement in the use of Customer Experience tools. However, it is clear that there is a long way to go in search of customer satisfaction. And there are several ways to do it, technology, data science and Customer Experience tools are just ways to facilitate arrival. However, there is no single way to achieve success in customer satisfaction, and as already stated, no digital transformation can be sustained without social transformation. Both must walk together, using the strengths that each can bring to a better social life, regardless of gender.
Social / management contributions
It is extremely important to develop themes related to this work. A lot has been said about the standardization of women in advertising communications, and when it was approached many black women said they felt unrepresented, I believe this is an interesting topic for an upcoming survey: Customer Experience measurement tools and Black Money, term for the financial empowerment movement of black people1. Within this same perception of future works, another correlated theme that can add a lot to this research are "Social patterns and feminine consumer goods". Another theme raised during the research was: Data science and the female profile, apparently very little has been studied on the subject. And it seems that it can be a great enabler and diffuser of crucial information about the segmentation of the female market.