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Abstract(s)
A presente dissertação visa analisar a utilização da InteligĂȘncia Artificial no Customer Journey, no sentido de potencializar a Customer Experience e a satisfação do consumidor.
Este estudo visa contribuir para a anĂĄlise do impacto das novas tecnologias de InteligĂȘncia Artificial como meio para alcançar a satisfação das necessidades dos clientes, otimização dos processos e rentabilidade das empresas.
Em primeiro lugar, foi elaborada uma revisĂŁo de literatura sobre o impacto da InteligĂȘncia Artificial no Customer Journey, especificando as vantagens que esta tecnologia traz para potencialização do Customer Experience. De seguida, foi realizado um estudo de caso sobre a Zara, analisando e expondo as funcionalidades de InteligĂȘncia Artificial que a empresa implementou, que influenciam o Customer Journey, como anĂĄlise preditiva, o sistema de informação integrado, robots, pesquisa por imagem e sistemas de recomendaçÔes.
Foi possĂvel concluir que a InteligĂȘncia Artificial melhora o Customer Experience, atravĂ©s da personalização do serviço, otimização dos processos como gestĂŁo de stocks e venda, apoio ao cliente, previsĂŁo de gostos e comportamentos, e, ainda atravĂ©s da integração e sincronização do sistema de informação durante a cadeia de valor.
This dissertation aims to analyse the use of Artificial Intelligence in Customer Journey, in order to enhance the Customer Experience and consumer satisfaction. This study aims to contribute to the analysis of the impact of new Artificial Intelligence technologies as a means to achieve customer needs satisfaction, process optimization and corporate profitability. First, a literature review was prepared on the impact of Artificial Intelligence on Customer Journey, specifying the advantages that this technology brings to enhance the Customer Experience. Then, a case study about Zara was prepared, analyzing and exposing the Artificial Intelligence features that the company has implemented that influence the Customer Journey, such as predictive analysis, the integrated information system, robots, image search and recommendation systems. . It was possible to conclude that Artificial Intelligence improves the Customer Experience, through the personalization of the service, optimization of processes such as stock and sales management, customer support, prediction of tastes and behaviors, and also through the integration and synchronization of the information system during the value chain.
This dissertation aims to analyse the use of Artificial Intelligence in Customer Journey, in order to enhance the Customer Experience and consumer satisfaction. This study aims to contribute to the analysis of the impact of new Artificial Intelligence technologies as a means to achieve customer needs satisfaction, process optimization and corporate profitability. First, a literature review was prepared on the impact of Artificial Intelligence on Customer Journey, specifying the advantages that this technology brings to enhance the Customer Experience. Then, a case study about Zara was prepared, analyzing and exposing the Artificial Intelligence features that the company has implemented that influence the Customer Journey, such as predictive analysis, the integrated information system, robots, image search and recommendation systems. . It was possible to conclude that Artificial Intelligence improves the Customer Experience, through the personalization of the service, optimization of processes such as stock and sales management, customer support, prediction of tastes and behaviors, and also through the integration and synchronization of the information system during the value chain.
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Keywords
InteligĂȘncia artificial Customer journey Customer experience Personalização Artificial Intelligence Customer Journey Customer experience Personalization