Implementação do Conceito de Customer Experience em Área Operacional de uma Empresa de Telecomunicações como Estratégia de Melhoria dos Serviços Prestados aos Clientes.

Faced with the evolutionary scenario of the telecommunications sector and the highly competitive market in Brazil and the constant need to rethink the quality of the service provided, there is a need to generate differentiated customer experience as a way of growth and maintenance of the customer base. In this way, this research sought to analyze the operational actions that guide the operations area of a company that provides mobile telephony service to meet the Customer Experience concept, which was adopted by the organization as a business strategy. For that, a theoretical study on operational strategy based resource vision (VBR) and customer experience was carried out. The data collection was performed through an open interview with managers of the operational area, as well as public data of the company in question, maintaining the confidentiality necessary for the execution of the research. Discourse analysis was used as a methodology, in order to obtain the interviewee's understanding not only of what was said but also of the meaning of what he had reported. The result allowed to identify great opportunity in relation to the use of organizational, physical and human resources. With this, it is hoped to contribute to improve the vision of the operation on the aspects of the business in a large Corporation. [ABSTRACT FROM AUTHOR]