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Advisor(s)
Abstract(s)
O progresso da tecnologia revelou-se um processo extremamente veloz, alterando o posicionamento das empresas nos mercados e permitindo-lhes estabelecer associação entre a informação que detêm e potenciar os seus recursos de conhecimento que facilitarão o processo de tomada de decisão.
Um dos maiores desafios do comércio eletrónico é a criação de uma relação de confiança entre as organizações que fornecem serviços/produtos e os seus clientes. A ausência de uma relação física, potenciada pelas trocas de informação mediadas eletronicamente entre as organizações e os seus stakeholders externos, potencia o papel da comunicação, que recai, maioritariamente, no envio de emails.
No presente trabalho propomo-nos a contribuir para a resolução de alguns desafios existentes a nível da comunicação por email, numa grande organização de comércio eletrónico, a Prozis. Neste contexto, prestaremos particular atenção à comunicação através de newsletters e à automatização do seu processo de criação, assim como ao estabelecimento de uma comunicação segmentada com o cliente, com base no seu histórico de navegação.
Para cada tipo de comunicação procuramos encontrar soluções que se adequassem à realidade da organização, inspiradas nas melhores práticas de mercado. As soluções encontradas foram apresentadas à empresa e, após aprovação, implementadas, tendo sido posteriormente avaliado o sucesso desta implementação.
Esta dissertação apresenta as principais decisões técnicas e os resultados observados ao longo de todo o processo de estudo.
The progress of technology has proven to be an extremely fast process, changing the positioning of companies in the markets and allowing them to establish an association between the information they hold and enhance their knowledge resources, which will facilitate the decision-making process. One of the biggest challenges of e-commerce is to create a relationship of trust between organizations that provide services/products and their customers. The absence of a physical relationship between organizations and their external stakeholders, enhanced by information exchanges that are electronically mediated, heightens the role of communication, which mainly falls in email sending. In this dissertation we propose to contribute to the resolution of some existing challenges in email communication, in a large organization of e-commerce called Prozis. In this context, we will pay particular attention to communication through newsletters and to the automation of their creative process, as well as to the establishment of a segmented communication with the customers, based on their browsing history. For each type of communication we tried to find solutions that were suited to the reality of the organization, inspired by the best market practices. The solutions were presented to the company and, after its approval, they were implemented. We subsequently evaluated the success of this implementation. This work presents the main technical decisions and the results observed throughout the study process.
The progress of technology has proven to be an extremely fast process, changing the positioning of companies in the markets and allowing them to establish an association between the information they hold and enhance their knowledge resources, which will facilitate the decision-making process. One of the biggest challenges of e-commerce is to create a relationship of trust between organizations that provide services/products and their customers. The absence of a physical relationship between organizations and their external stakeholders, enhanced by information exchanges that are electronically mediated, heightens the role of communication, which mainly falls in email sending. In this dissertation we propose to contribute to the resolution of some existing challenges in email communication, in a large organization of e-commerce called Prozis. In this context, we will pay particular attention to communication through newsletters and to the automation of their creative process, as well as to the establishment of a segmented communication with the customers, based on their browsing history. For each type of communication we tried to find solutions that were suited to the reality of the organization, inspired by the best market practices. The solutions were presented to the company and, after its approval, they were implemented. We subsequently evaluated the success of this implementation. This work presents the main technical decisions and the results observed throughout the study process.
Description
Keywords
Email Newsletter Cliente Comunicação segmentada Customer Targeted communication