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O impacto da digitalização no setor bancário: o caso da Caixa Geral de Depósitos
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Resumo(s)
A digitalização e o avanço das novas tecnologias estão a transformar o mundo. No setor
bancário, a digitalização está a revolucionar o setor, fazendo com os que clientes tenham
outras necessidades que merecem a atenção das instituições. Nesse sentido, a
implementação de iniciativas digitais permite responder às inquietações dos clientes,
garantindo a sua satisfação, ao mesmo tempo que permite melhorar processos internos e
aumentar a eficiência operacional.
O presente relatório foi realizado no âmbito do Mestrado em Gestão das Organizações,
ramo Gestão de Empresas e tem como objetivo descrever as tarefas realizadas durante o
estágio realizado na CGD, na agência de Estarreja, compreendido entre 14 de outubro a
17 de janeiro de 2025. Os objetivos do estágio passaram pelo apoio ao atendimento
comercial, experiência do cliente: conhecimento e relacionamento, perceber a
organização da área comercial da instituição e da agência, conhecer os diferentes modelos
de serviço, conhecer os principais vetores do plano comercial (ciclo comercial e
rentabilidade da agência) e, por fim, acompanhamento das campanhas em vigor.
A metodologia do trabalho consiste numa abordagem qualitativa descritiva, através de
um estudo de caso, com recurso à observação direta e análise documental.
A realização do estudo clarificou que a digitalização está, de facto, a mudar a banca como
a conhecemos e, em especial, a CGD, através da automatização de processos, aposta de
novas tecnologias em agências e uma forte aposta no canal digital, permitindo à mesma
melhorar a sua eficiência operacional. Contudo, há desafios que não devem ser ignorados.
Por fim, conclui-se que é inevitável que o futuro da banca não passe pelo digital, mas é
necessário compreender que haverá sempre um nicho de clientes com baixa familiaridade
com as tecnologias digitais, pelo que, para garantir a continuidade da CGD como
conhecemos será imperativo adotar estratégias que combinem o digital com o
atendimento presencial.
Digitization and advances in new technologies are transforming the world. In the banking sector, digitization is revolutionizing the industry, creating new customer needs that deserve the attention of institutions. In this sense, the implementation of digital initiatives allows us to respond to customer concerns, ensuring their satisfaction, while improving internal processes and increasing operational efficiency. This report was produced as part of a Master's Degree in Organizational Management, specializing in Business Management, and aims to describe the tasks carried out during an internship at CGD, at the Estarreja branch, between October 14th and January 17th, 2025. The objectives of the internship included supporting commercial customer service, customer experience: knowledge and relationships, understanding the organization of the institution's commercial area and the branch, learning about the different service models, learning about the main vectors of the commercial plan (commercial cycle and branch profitability) and, finally, monitoring current campaigns. The methodology of the study consists of a qualitative descriptive approach, through a case study, using direct observation and document analysis. The study clarified that digitization is, in fact, changing banking as we know it, and CGD in particular, through process automation, investment in new technologies in branches, and a strong focus on the digital channel, enabling it to improve its operational efficiency. However, there are challenges that should not be ignored. Finally, it is concluded that the future of banking will inevitably be digital, but it is necessary to understand that there will always be a small amout of customers with low familiarity with digital technologies. Therefore, to ensure the continuity of CGD as we know it, it will be imperative to adopt strategies that combine digital with face-to-face service.
Digitization and advances in new technologies are transforming the world. In the banking sector, digitization is revolutionizing the industry, creating new customer needs that deserve the attention of institutions. In this sense, the implementation of digital initiatives allows us to respond to customer concerns, ensuring their satisfaction, while improving internal processes and increasing operational efficiency. This report was produced as part of a Master's Degree in Organizational Management, specializing in Business Management, and aims to describe the tasks carried out during an internship at CGD, at the Estarreja branch, between October 14th and January 17th, 2025. The objectives of the internship included supporting commercial customer service, customer experience: knowledge and relationships, understanding the organization of the institution's commercial area and the branch, learning about the different service models, learning about the main vectors of the commercial plan (commercial cycle and branch profitability) and, finally, monitoring current campaigns. The methodology of the study consists of a qualitative descriptive approach, through a case study, using direct observation and document analysis. The study clarified that digitization is, in fact, changing banking as we know it, and CGD in particular, through process automation, investment in new technologies in branches, and a strong focus on the digital channel, enabling it to improve its operational efficiency. However, there are challenges that should not be ignored. Finally, it is concluded that the future of banking will inevitably be digital, but it is necessary to understand that there will always be a small amout of customers with low familiarity with digital technologies. Therefore, to ensure the continuity of CGD as we know it, it will be imperative to adopt strategies that combine digital with face-to-face service.
Descrição
Palavras-chave
Caixa Geral de Depósitos Setor bancário Digitalização Eficiência Banking sector Digitization Efficiency