Modelo multicritério para avaliação da eficiência de sistemas de serviço de atendimento ao consumidor

Abstract

Companies have been more dedicated to issues related to the customer, such as, the management of services and complaints, seeking not only problem-solving, customer satisfaction, and retention, but also, request control, and improvement of faulty processes. The effectiveness of claims handling and service recovery policies have been described in the marketing and operations literature as a potential to achieve operational excellence and boost organizational performance. In this sense, several approaches have been applied to assist companies in the management of customers and processes, worth highlighting multicriteria. The main purpose of this dissertation is to develop a multicriteria model to evaluate the effectiveness of Customer Service Systems (SAC), considering the processes related to the customer, procedures, operating system of the SAC and the quality system interface with the SAC. A systematic literature review was used to select papers on methods and models used to assess the effectiveness of the SAC systems. Based on the critical analysis of the reference base, the Method for Assessing the Effectiveness of Customer Service Systems (MAESSAC) was developed. The Fuzzy multicriteria method, MAESSAC, consists of three dimensions: customer-related processes, SAC procedures, operating system and quality system interface with SAC. The linguistic information of twenty-six performance indicators, which form the basis for the evaluation structure, are processed using fuzzy aggregation, distance, and defuzzification operators. A practical application was used to test MAESSAC. The information was obtained from the evaluations of customer service specialists from nine countries, using a structured assessment tool. The information collected from the evaluated company's SAC was obtained through a face-to-face interview guided by the performance indicators of each dimension.The importance of the dimensions (weights) based on the experts' evaluation was: customer-related processes (0,508), SAC procedures and operating systems (0,387) and quality system interface with SAC (0.105). The results of the effectiveness of the dimensions studied were as follows: customer-related processes (0,8811 – 0,8836), SAC procedures, and operating system (0,9209 – 0,9245) and quality system interface with SAC (0,9100 – 0,9179). The overall effectiveness of the SAC of the studied company determined by MAESSAC was (0,8995 – 0,9030). This research contributed to the development of a model that can be used by companies to assess the efficiency of the customer service (SAC) and help them to identify the processes that need improvement.