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Num contexto de elevada competitividade e globalização, as organizações enfrentam a necessidade de melhorar continuamente a qualidade dos seus serviços para responder às crescentes exigências dos clientes. Neste enquadramento, a gestão de reclamações assume um papel estratégico, permitindo transformar situações de insatisfação em oportunidades de melhoria e fidelização. O presente trabalho, desenvolvido na Instituição Y, teve como objetivo melhorar o processo de tratamento de reclamações, através da análise sistemática das mesmas e da aplicação de ferramentas da qualidade. A revisão da literatura evidencia a qualidade como um fator determinante para a criação de valor e satisfação do cliente, destacando a importância da comunicação, da melhoria contínua e da gestão eficaz das reclamações, particularmente no setor bancário. Metodologicamente, o projeto adotou uma abordagem de estudo de caso com natureza exploratória e descritiva, combinando métodos qualitativos e quantitativos, estruturados segundo o ciclo PDCA. O projeto analsiou as reclamações de 2020 a 2025, contexto que foi marcado por alterações macroeconómicas e sociais relevantes, que influenciaram o comportamento dos consumidores. A aplicação do princípio de Pareto permitiu identificar como principais causas das reclamações a ausência de ação, falha humana, falha de sistema e tratamento lento, associadas sobretudo a fatores organizacionais e processuais. Com base na identificação das causas-raiz, foram propostas melhorias centradas na normalização de processos, integração de sistemas, definição de indicadores de desempenho e reforço da monitorização. O processo de análise, observação e diagnóstico do funcionamento real do processo permitiu o desenvolvimento de propostas de melhoria centradas na transformação do fluxo de gestão de reclamações. Conclui-se que, apesar dos resultados positivos, subsistem desafios ao nível da coordenação interna, gestão da informação e controlo operacional, reforçando a importância da gestão de reclamações como ferramenta estratégica de melhoria contínua e suporte à tomada de decisão.
In a context of intense competition and globalization, organizations face the need to continuously improve the quality of their services in order to meet increasing customer demands. In this framework, complaint management plays a strategic role, enabling organizations to transform customer dissatisfaction into opportunities for improvement and loyalty. The present study, developed within Institution Y, aimed to improve the complaint handling process through the systematic analysis of complaints and the application of quality management tools. The literature review highlights quality as a key factor in creating value and ensuring customer satisfaction, emphasizing the importance of communication, continuous improvement, and effective complaint management, particularly in the banking sector. From a methodological perspective, the project adopted a case study approach of an exploratory and descriptive nature, combining qualitative and quantitative methods structured according to the PDCA cycle. The project analyzed complaints from 2020 to 2025, a period marked by significant macroeconomic and social changes that influenced consumer behavior. The application of the Pareto principle made it possible to identify the main causes of complaints, namely lack of action, human error, system failure, and slow processing, which are primarily associated with organizational and process-related factors. Based on the identification of root causes, improvement measures were proposed focusing on process standardization, system integration, the definition of performance indicators, and enhanced monitoring. Furthermore, the process of analysis, observation, and diagnosis of the actual functioning of the process enabled the development of improvement proposals centered on the transformation of the complaint management workflow. It is concluded that, despite the positive results achieved, there are still challenges related to internal coordination, information management, and operational control, reinforcing the importance of complaint management as a strategic tool for continuous improvement and decision-making support.
In a context of intense competition and globalization, organizations face the need to continuously improve the quality of their services in order to meet increasing customer demands. In this framework, complaint management plays a strategic role, enabling organizations to transform customer dissatisfaction into opportunities for improvement and loyalty. The present study, developed within Institution Y, aimed to improve the complaint handling process through the systematic analysis of complaints and the application of quality management tools. The literature review highlights quality as a key factor in creating value and ensuring customer satisfaction, emphasizing the importance of communication, continuous improvement, and effective complaint management, particularly in the banking sector. From a methodological perspective, the project adopted a case study approach of an exploratory and descriptive nature, combining qualitative and quantitative methods structured according to the PDCA cycle. The project analyzed complaints from 2020 to 2025, a period marked by significant macroeconomic and social changes that influenced consumer behavior. The application of the Pareto principle made it possible to identify the main causes of complaints, namely lack of action, human error, system failure, and slow processing, which are primarily associated with organizational and process-related factors. Based on the identification of root causes, improvement measures were proposed focusing on process standardization, system integration, the definition of performance indicators, and enhanced monitoring. Furthermore, the process of analysis, observation, and diagnosis of the actual functioning of the process enabled the development of improvement proposals centered on the transformation of the complaint management workflow. It is concluded that, despite the positive results achieved, there are still challenges related to internal coordination, information management, and operational control, reinforcing the importance of complaint management as a strategic tool for continuous improvement and decision-making support.
Descrição
Palavras-chave
Gestão de reclamações Qualidade Melhoria contínua Transformação de processos Complaint management Quality Continuous improvement Process transformation