ORIGINAL ARTICLE
MARTINS, Gabriel Rocha [1], COSTA, Matheus Nascimento Façanha [2], MIRANDA, Anderson de Carvalho [3], ROBERTO, José Carlos Alves [4]
MARTINS, Gabriel Rocha. et al. Proposal for implementing the hidden customer technique as a customer acquisition tool. Revista Científica Multidisciplinar Núcleo do Conhecimento. Year 05, Ed. 11, Vol. 13, pp. 26-44. November 2020. ISSN: 2448-0959, Access link: https://www.nucleodoconhecimento.com.br/business-administration/customer-technique
ABSTRACT
The constant search for customer acceptance of a product or service, makes entrepreneurs create marketing strategies to meet the needs of customers, who are increasingly demanding. Given the above, it is necessary for companies to plan as a way of differentiating in the market. The article presented aims to analyze and create strategies with the support of 5W2H tools and Hidden Customer for the Churrascaria do Boinho to have a competitive differential in the market. The research has a scientific character, within the norms and parameters of the ABNT that guided the investigation, with methodological foundations, being: descriptive, exploratory, qualitative, documentary and bibliographic to give science to the article. The case study was elaborated based on the Churrascaria do Boinho and according to the organizational diagnosis presented the existing problem in the marketing sector. To solve the problem, the 5W2H quality tools and Hidden Customer are presented as a management technique to help the manager in the implementation of the proposed solution. The 5W2H and Hidden Customer tools will contribute to the total quality of the processes, promoting significant improvements and generating positive results for the organization.
Keywords: Customer, Tools, Strategies, Marketing.
1. INTRODUCTION
This article originated from the case study conducted at Churrascaria do Boinho through the organizational diagnosis, in the investigation identified the existing problem in the company and recognized that there is a need for improvements in the company’s marketing sector.
Given the analysis carried out in the operating areas of Churrascaria do Boinho, it was found that the client is the main factor that causes uncertainties for the enterprise. In view of the above, it is understood that the manager needs to create customer-oriented marketing strategies, as a way to ensure the satisfaction of their consumers, and thus ensure their loyalty.
The following of the food industry attracts many entrepreneurs every day, bringing direct competition to companies. In this way, the manager will have to adopt strategic measures that draw the attention of consumers, as a means of standing out among the various competitors, without having to make large investments.
The competitive differential is the key point to attract customers, who will have quality service without having to spend much. Good service can be essential for customer loyalty to the company. However, it is not enough just to retain a customer it is necessary to attract new consumers.
The research aims to implement the tools of quality as a means of improving the provision of service to the consumer of Churrascaria do Boinho, having as technical support and tools that will ensure customer loyalty. Since customers are being demanding with their preferences, because the customer wants to eat well, pay for a fair price and have a service with excellence.
The quality tools proposed in the study will be to “implement the hidden customer technique at Churrascaria do Boinho” as a means of ensuring and improving the provision of service to customers. And for success in the implementation of the hidden client, it is also recommended to use the 5W2H tool to support the steps of activities suggested for the company. The execution of the techniques will follow a schedule of activities with prediction of their application, each step can only move forward if the first proposed task is completed.
The case study present in the article is divided into three parts, being: Theoretical Foundation, as a means of security to what is being exposed, based on authors who address the theme “hidden client”; Methodological procedures, as a way to establish parameters and technicians that guide the research in question; and Result and discussions, being the implementation of quality tools as a way to solve the problem presented.
2. THEORETICAL FOUNDATION
The theoretical foundation consists of the review of articles, texts, presenting ideas of other authors, not only citing opinions, but also commenting, relating and even criticizing the point of view of each one, having them as foundations for the interpretation of the data.
Referring to the theoretical foundation, Markoni and Lakatos (2012) emphasize that after the theme is determined, the researcher makes a survey of theoretical information, through books, journals, journals, articles and other means, in order to create foundations to the theme that is being explained, as a form of basis to support an idea.
The bibliographic review aims to summarize all the existing information about a phenomenon in an impartial and complete way. It consists of the moment in which the theoretical framework and other researches are exposed to complement the study. It can be summarized in three phases: planning the review, conducting and reporting the review.
2.1 MARKETING AND ITS IMPORTANCE WITH CUSTOMERS
With the business complexity where companies duel each other to conquer their space in the highly competitive market. Given the above, there is a need for the manager to invest in marketing as a strategic tool to attract customers. According to Kotler (2012, p. 27) marketing is defined as: “a social and managerial process by which the individual and groups obtain what they need and desire through the creation, offer and exchange of products and values with others”. The author emphasizes that marketing demands creative needs to offer an organization’s product or service.
Marketing is not defined in the creation of commercials or advertisements that have the intuition of selling a product. Marketing is a sales strategy to manage the company in the best possible way, creating improvement actions for the reach of customers. Donnelly Jr and Peter (2013) state that marketing in a company aims to achieve financial results and reflect on the satisfaction of numerous consumers. The role of marketing is definitely to understand the market, understand who your target audience is and do your utmost to attract customers and keep them loyal to the company. Another important point of the role of marketing is to understand what my customers expect and is always ready to do what they can when it comes to loyalty.
2.2 MARKETING STRATEGY
The use of marketing as a strategic tool serves as tactical support for the promotion of sales or advertising of a particular product or service, as a strategy to win customers and increase the yield of the enterprise. Las casas (2012) says that there are challenges in marketing management in understanding the customer, as a product or service requires many expectations on the part of the consumer. The act of acquiring a product or service the buyer creates perspectives before, during and after the purchase, and this can generate satisfaction or dissatisfaction, depending on whether the product / service meets the expected requirement.
For a good marketing strategy, it is important to prepare in advance so that everything happens according to plan, the objectives to be achieved must be clear, because thus, it is even easier to focus only on the actions that will help the company , also analyze the results and monitor the whole process to know if everything is working. For Hooley et al. (2012, p. 56) ” Marketing is an organizational function and a set of processes for creating, communicating, and delivering customer value and for managing customer relationships in ways that benefit organizations.” From the moment that a marketing strategy is well elaborated, the enterprise becomes effective in attracting new customers, because the image of the company passes the visibility before the public that it wants to reach.
2.3 MAIN CONSUMER NEEDS
The challenge of a company in being able to have consumers satisfied with product/services has not been a simple task. The restlessness of customers is configured as the incessant search to meet their desires, which are constantly changing in search of fulfilling the desire to have or own a certain product or service. Carvalho (2012) states that the client is motivated to change by the different information he receives at all times, and this provokes a series of needs that are stimulated by means of communication, by advertising and etc. Managers look for ways to make their product/service stay in the minds of customers, who are constantly trying to satisfy some need, and when it satisfies it that same individual creates another need to be filled.
For the company to succeed it is necessary to go beyond providing the best products, or even achieve good sales, but understand what each customer wants and meet this need. People are increasingly demanding, so it is important that managers are always alert to each requirement that can benefit from their sales, investigating and accompanying them to understand what their real desires are. Sohrabi (2012) the elaboration of the planning of the relationship management with the client, is called as a strategic tool that aims to ensure customer satisfaction, thus avoiding uncertainties and reducing risks. A relationship management creates communication to understand what that consumer really wants the company to offer, with this, will know that it is more prepared to have a well-positioned and lasting business.
2.4 CUSTOMER LOYALTY
The loyalty process consists of the permanence of customers who have the preference in a certain product or service. This action creates a relationship between the company and the consumer, generating a strategic base, where the loyalty that the customer has with the company is noticeable. According to Zeithaml (2012, p. 216) “As the interaction between customer and company increases, the level of trust rises, the customer receives offers and participates in more customized interactions.” Given this it is possible to verify that the company generates expectation in the customer that when satisfied has by preference that product / service.
The marketing strategy in promoting a product or service, becomes fundamental in the business follow-up. The manager launches products that understand the needs and desires of all those consumed. This shows the importance of adding value to the product, as a way to build a solid relationship with the customer. According to Nardis (2012) in a time of uncertainty, opportunities and threats arise all the time, causing entrepreneurs to be focused on winning their customers. However, it is necessary for the manager to know what the needs of the client are and focus on the target audience, as a way to create specific strategies aimed at consumers.
That is why it is important to attract customers and keep them, since a company without customers its activities have no purpose. The act of loyalty is to make the service so special that it will make the customer always return and through this, loyal customers will make it more likely to use the services, or consume the products without caring about the price. In this sense the company needs to create a marketing strategy that differentiates other companies in the same field, however it is of paramount importance that managers seek a way to retain the customer with the company by offering quality products and services.
2.5 HIDDEN CUSTOMER TECHNIQUE
The hidden customer technique is a quality management tool, which consists of hiring a citizen to pass himself off as a customer of the company itself or of the competition. The person hired to be the mystery shopper is in charge of evaluating the service, the structure, the waiting time, the cleaning of the environment, and also the knowledge of the sellers regarding the products or services. Content (2019) says that the individual responsible for being a hidden customer must make planned and organized visits, regardless of whether the activity is face-to-face or by electronic means, the organization and planning will determine the efficiency of this tool, which will sustain the business strategy directed to customer service. Through the technique of the hidden customer it is possible to make a detailed evaluation of the experience of the individual as a customer, observing everything that is necessary to improve the quality of the products / services, as a way to improve the items observed taking into account customer satisfaction.
Applying the hidden customer tool in the enterprise is a way to observe and evaluate how the experience of the public is being in relation to the company, enabling the developed with efficient and strategic planning, based on the point of view of the consumer. Enotas (2012, p 1) says that “This technique allows you to evaluate your sales, customer service and marketing processes. In addition, it can gather ideas and evaluate the strategies of the competitions.” Because the client is a fundamental part of a business, and without the client no enterprise will achieve its goals.
2.5.1 HISTORY OF THE TYPE OF MYSTERY SHOPPER SEARCH
The mystery shopper tool emerged in the United States and developed in Europe later spreading around the world, but there are no exact definitions of the date of its origin.
The technique came to Brazil to be applied in companies with American and European nationalities and gained space throughout the national territory. Transnational companies apply the hidden customer technique in specific sectors. While other companies are adapting the research of the hidden customer according to the reality in which it is keeping the foundations in the American and European models (CHRISTOVAM, 2009). Many companies use the mystery shopper tool as a means of evaluating activities in a work environment. The hidden customer technique allows a view of how the customer sees the company, referring to products and service. The tool also makes it possible to be applied in companies as a means of knowing the competitor.
2.5.2 DEFINITION OF HIDDEN CLIENT
The hidden customer technique is established as an evaluative research that aims to evaluate the company from the customer’s perspective. The definition of the hidden customer refers to the evaluation of the application of qualitative research technique, on an individual’s experience when passing as an indeterminate customer in the purchase of a product or service (REIS et al., 2016). The mystery shopper observes the environment and services and products based on the consumer’s perspective.
The tool for data collection based on information acquired in experience by the customer practice. Guerra (2018, p. 9) “The Hidden Customer tool consists of a way to observe, anonymously, information specified by the company that wants to evaluate its processes in service.” The mystery shopper uses a service of a company as a way to evaluate to improve the activities within the company, or in the form of benchmarking in a company of the same segment, as a way to verify the methods adopted. For Calvert (2005) “the hidden customer technique contributes to the comparison can be used to perform benchmarking between organizations, for comparative service standard in customer service” (apud GUERRA, 2018, p. 10). The use of the hidden customer in other organizations serves as a capture of ideas for introduction and improvements of activities within the company, strengthening business marketing proposals.
2.5.3 HIDDEN CLIENT FORMATS
The application of the hidden client technique has several formats and its usefulness depends on the instrument that the person has in the measure of the accomplishment of the action. Christovam (2009, 58) presents “some different formats of hidden client that vary according to the use or not of audiovisual resources”. The hidden customer format creates and communicates between the company and the client, using various features such as information records, audio recordings and videos, depending on the tool available for data collection.
The organizational diagnosis points out the problem and the subject “hidden customer” that serves as a bridge of interaction between the organization with the customer. Mystery shopper research helps to prove existing flaws in an upgrade process with continuous monitoring (REIS et al., 2016). The tactic used by the individual of the hidden customer serves to prove obtained by technological mechanisms to justify the divergences found.
The hidden client format verifies elements of observation for practice and application to action. Each action has the foundation as evaluative and qualitative support. Guerra (2018, p. 9) “The hidden customer evaluates which issues are identified in the research and uses the quality tool to evaluate and determine the points that need to be adjusted as a way to improve the quality of the service/product.” The evaluation present in the research serves to improve the irrelevancies found in the company, transforming them into positive points as a competitive differential in the business segment.
2.5.4 HIDDEN CUSTOMER SEARCH IMPLEMENTATION PROCESS
The hidden customer implementation process consists of literary fundamentals of marketing. This process follows a sequence for the application of this technique, such as: problem definition; choice of the type of research; elaboration of the expected standard and the questionnaire; fieldwork; and preparation and presentation (CHRISTOVAM, 2009). The elements of marketing is a process that involves the implementation of the hidden customer research and sustains the technique for the application in the company.
A aplicação da técnica consiste em um individuo incógnito da equipe de avaliação previamente treinado (o qual pode ser colaboradores da própria organização, embora não seja recomendado, devido à possibilidade de serem reconhecidos pelos que estão sendo entrevistados), ou seja, é normal aplicar a técnica dentro de 10 a 15 minutos, que representa o tempo gasto numa interação “verdadeira” entre um vendedor (colaborador) e um usuário (Cliente), mas isso dependerá, evidentemente, do tipo de pedido feito pelo cliente oculto (MACEDO 2015, p. 31).
The implementation of the mystery shopper needs an individual trained for such a function, as all the information collected will serve to create improvements within the organization. This data collection cannot be intensive so as not to lose focus of purpose.
2.5.5 ETHICS ISSUES INVOLVED IN MYSTERY SHOPPER RESEARCH
In the application of hidden customer technique should have responsibility for the activity to be performed by the individual, the question of the objective proposed by the company should be high in consideration, since it may impact future strategic decisions of business marketing. Questions of morality and ethics must be ahead of the realization of the technique, where it must contemplate only what is proposed by the organization. Christovam (2009, p. 65) “Ethics, as common sense, refers to the principles or values that determine the way people act individually or in groups.” Given the author’s speech, he understands that the practices of ethics is an action of an individual, it is the mode of positioning either in the individual or in the collective.
Having ethics in the research work is as important as the evaluation of information, since a certain activity is of common objective in the issue as a hidden client. The application of the hidden customer technique requires ethics, commitment and determination, and cannot be taken to the staff, it requires the use of methodology to verify an individuality for the creation of a grounded and elaborate science.
3. MATERIALS AND METHODS
For the elaboration of the research, the researchers used materials and methods as a way to perform each action, to determine and direct the study in question. The methods of the project helped the execution of the study to obtain the results.
To achieve the objectives of the case study conducted at Churrascaria do Boinho, scripts for interviews with employees and clients were elaborated as a way to continue what is being investigated.
3.1 METHODOLOGICAL PROCEDURES
The scientific methodology studies the methods necessary for the elaboration of a scientific work, that is, they are techniques used in the research and in the formulation of scientific works, and must follow chronological orders, to carry out a well-structured research. The Methodology is a set of techniques that give direction to what is being investigated. The methodology determines the resources necessary for the collection of information that aims to follow steps that determine the methodological procedures used by researchers, in order to obtain results (LIBÓRIO AND TERRA, 2015). The investigation process can be determined through methodological procedures that address the main rules for scientific production and provide instruments and techniques for the best performance of the work.
3.1.1 REGARDING THE PURPOSES
As for the purposes, the research was classified as descriptive, because it was elaborated based on a survey of data collected for the analysis and procedures, using questionnaires for the collection of information.
A pesquisa descritiva é classificada como fins da pesquisa, serve para descrever fatos observados. Características de determinada população ou fenômeno que leva técnicas padronizadas de coleta. As principais fontes de coletas são: a entrevista, o formulário, o questionário, o teste e a observação (TYBEL, 2017, p. 1).
The technique of data collection in the research was applied to the employees, managers and customers of Churrascaria do Boinho through questionnaires for the collection of information and data analysis.
3.1.2 REGARDING THE MEANS
As for the means of research used in the case study of Churrascaria do Boinho, it was to the bibliographic research, as a way to give foundation to what is being investigated. Tumelero (2019, p. 2) states that “bibliographic research is elaborated from material already published, such as books, articles, internet, etc.”.
In the field research applied at Churrascaria do Boinho, the documentary research technique was also used, with the collection of documents from the enterprise that elucidated the researchers about the physical and economic aspects of the company. Braz (2018, p. 3) emphasizes that “in this type of investigation, the necessary means are materials published in newspapers, books, magazines and any document available and accessible to the public.” This research has documentary and bibliographic foundation that founded the study.
3.1.3 NATURE
The study has by nature the quantitative research, because it makes an analysis of the results through the collection of information around what is being investigated. Castilhos (2016, p. 206) “Qualitative research is the investigative activity that positions the observer in the world, it consists of a set of interpretive and material practices that make the world visible.” During the research, information collection instruments were used, such as: interviews and questionnaires, document analysis, in order to facilitate the understanding of the subject addressed.
3.2 CHARACTERIZATION OF THE RESEARCH OBJECTIVE
The Churrascaria do Boinho began its activities on 10.09.2013 in the municipality of Rio Preto da Eva, in the interior of the State of Amazonas. Over the years, the company has been offering quality meals.
At the beginning of the venture the company worked on a wooden structure, and by providing quality service managed to become a traditional steakhouse in the city. With the passage of time the flow of customers was increasing and the Churrascaria do Boino became a successful venture.
With the consolidated enterprise, the public increased making it necessary for his Antonio to transfer the company to Rua Governador Álvaro Maia, Bairro Centro, in the municipality of Rio Preto da Eva. With the new structure the steakhouse became a more pleasant environment and tripled the number of customers by offering quality food. The success of Churrascaria Boinho has been very important in the City, because in addition to offering quality food and generates jobs for the Rio-pretense population.
4. RESULTS AND DISCUSSIONS
In the case study conducted at Churrascaria Boinho, it was found through the graph of the most critical areas that the marketing sector is having difficulties and needs the attention of the manager. To solve the problem of the company’s marketing sector, the solution proposal was elaborated, with the purpose of attracting and retaining customers.
Graph 01 – Most critical area
Graph 1 shows which marketing area has irrelevant points in the company. And with the proposed solution it will be possible to solve the problem in question, through the application of the 5W2H tool will help the manager to solve the problem presented.
4.1 FRAMEWORK OF INTERVENTIONAL ACTIONS
The proposed action plan for Churrascaria do Boinho aims to solve the problems encountered in the company. The problem will be resolved through the action plan developed based on the 5W2H tool. The 5W2H tool will enable the implementation of proposed improvements for the company to have action planning developed according to the direction to be followed, stipulating cost values in each phase.
With application of the tools 5W2H and hidden customer will bring benefits to the company, since it will change the perception of the manager before the proposals, and help in the disclosure and promotions of the company.
The proposals presented to Churrascaria do Boinho will have absolutely low values, being possible for the owner the execution, as it will enable the significant improvements to the enterprise.
Table 01 – Interventional actions
| ITEM | INTERVENTION ACTION | CHRONOLOGY | COST |
| 1 | Create business marketing | permanent | R$ 200,00 |
| 2 | Implementation of the mystery shopping technique | 1 day | R$ 500,00 |
| 3 | Implement employee training program | 1 day | R$ 200,00 |
| 4 | Implement customer satisfaction survey | 2 days | R$ 100,00 |
| TOTAL | R$ 1.000,00 | ||
Source: Prepared by the authors, 2020.
Table 1 presents the interventional actions with pre-established chronology according to the estimated cost for the implementation of the 5W2H tool with actions of activities proposed for the company Churrascaria do Boinho, as a form of competitive differential in the food industry.
The proposals for improvements to Churrascaria do Boinho, are based on quality tools as a means of improving the provision of services offered to the client, and has low investment value, however the aggregation of values acquired in each share will be guaranteed.
4.1.1 5W2H – FIRST ACTION: BUSINESS MARKETING
The investment in marketing is a strategic tool that enables the aggregation of values and greater dissemination of the products / services offered by the company. It is essential that the company invests in digital media technologies, as it attracts diverse individuals who live in the locality and tourists who visit the city.
In the food industry there are great competitions, for this the entrepreneurs are willing to create a product / service that guarantees a differentiation from competitors. Business marketing presents itself as a tool that helps the manager to promote his product / service and win customers.
To elevate the marketing of the company the manager can promote actions inside and outside the company through digital tools, in the dissemination of promotions with the intention of conquering new customers.
The use of marketing as a strategy to attract customers directly impacts the objectives pursued by the company.
Table 2 – Marketing strategy
| QUESTION | DESCRIPTION |
| What to do | Carry out marketing promotions of the company. |
| Who will do | Manages. |
| Where it will be done | Social media and in the company itself. |
| When to do | Second week of November 2020. |
| Why it will be done | To take the customer to the company. |
| How to do | Through promotions carried out through digital technology. |
| How much will it cost | R$ 200,00 |
Source: Prepared by the authors, 2020.
Graph 2 shows improvement actions in the marketing sector to help the manager solve the identified problems. Creating an advertisement with digital media can strengthen customers who already know the company’s product and also capture new consumers.
The use of digital media grows all the time and favors the entrepreneur who uses this tool for the dissemination of their products and services. The investment in digital marketing take place through social media, costs few resources, however its degree of performance is guaranteed, since it adds value to the company and what is being offered.
4.1.2 5W2H – SECOND ACTION: THE MYSTERY SHOPPER
The proposal of the “the hidden customer” technique consists of the idea of hiring an individual who would pass for the company’s client. However, the role of the mystery shopper needs to be as discreet as possible, so as not to arouse people’s suspicions.
The goal will be to collect as much information as possible from the company itself or from competitors. The application of the method helps the manager to prepare a plan as a business strategy.
The hidden customer technique will make an assessment of the customer’s view of the company, products and services available, customer service, environment in general, all from the perspective of consumption.
Based on the consumer’s view, the manager will have at hand material that will justify the measures taken as a business strategy, which will support the improvement actions implemented in the organization, creating a competitive differential in the food segment offered to the City of Rio Preto da Eva.
Table 3 – Mystery Buying Strategy
| QUESTION | DESCRIPTION |
| What to do | Perform the hidden customer technique. |
| Who will do | Company employee or person hired for function. |
| Where it will be done | In the company itself and competing companies. |
| When to do | First week of December. |
| Why it will be done | To know if the products offered are to the liking of customers and to know better the functioning of the competition. |
| How to do | Hire a certain person to impersonate a customer and do research in the establishment itself and in the competition. |
| How much will it cost | R$ 500,00 |
Source: Prepared by the authors, 2020.
For the execution of the actions in table 3, the hidden customer technique stands out as a strategic tool to evaluate services, service, environment and etc. By using this strategy it is possible to realize what can be improved in the company, it also makes it possible to better know the competitors and their marketing operations.
The hidden customer technique consists of knowing better the operations that the company provides to the customer. The inconsistencies presented in the failures of the operations can be improved with the answers acquired with foundations in the research of evaluation of the hidden client.
For the application of the hidden customer technique it is essential that there is ethics in the performance of this activity, because the answers in relation to the evaluation as a whole, can be effective depending only on the research process. The individual cannot exceed the expected time so as not to influence and generate errors.
4.1.3 5W2H – THIRD ACTION: EMPLOYEE TRAINING
As a proposal to solve the company’s problem, a plan is created to apply training aimed at the employees of Churrascaria do Boinho, as a strategic differential of the food industry that aims to satisfactorily meet the needs of customers, with satisfaction and quality service for the customer.
Table 4 – Strategy training employees
| QUESTION | DESCRIPTION |
| What to do | Conduct training with employees. |
| Who will do | All employees. |
| Where it will be done | In the company itself. |
| When to do | Second week of January 2021. |
| Why it will be done | To improve customer service. |
| How to do | Person hired to apply the training. |
| How much will it cost | R$ 500,00 |
Source: Prepared by the authors, 2020.
The training to employees highlighted in table 3, is determined to improve customer service according to their preference, as a way of differentiating in the provision of quality service, and as a means of attracting customers and customer loyalty. Becoming a strategy through competitive differential with companies in the same branch of activities.
4.1.4 5W2H – FOURTH ACTION: CUSTOMER SATISFACTION SURVEY
To meet the needs of customers, it is first necessary that the company knows its target audience, to offer services and products that ensure consumer satisfaction. Given this finding, the manager is suggested to elaborate a satisfaction survey with direct questions and multiple choices.
The customer satisfaction survey needs to be simple with a maximum of 5 items to be as brief as possible, and not become tiresome for the customer. After all phases of the research, a data survey will be made to evaluate whether the proposed improvement actions have really achieved the expected objectives. Such goals are to improve every day, offering tasty and quality food at a fair price to the consumer.
Table 5 – Customer satisfaction survey strategy
| QUESTION | DESCRIPTION |
| What to do | Conduct customer satisfaction survey. |
| Who will do | All customers. |
| Where it will be done | In the company itself. |
| When to do | First week of February 2021. |
| Why it will be done | To assess the level of customer satisfaction. |
| How to do | Develop customer satisfaction survey in a simple way. |
| How much will it cost | R$ 100,00 |
Source: Prepared by the authors, 2020.
The action proposal emphasized in table 5, presents the suggestion of measuring customer satisfaction as a strategic method, to know the client’s acceptance of the service offered.
The implementation of the customer satisfaction survey will take effect if it is applied after the mystery shopper tool. Thus, the manager will know if really the information obtained by the hidden customer was consistent and if he hears improvements in relation to the service provided to the consumer.
5. FINAL CONSIDERATIONS
Given the facts presented in the organizational diagnosis, he identified the problem of the case study at Churrascaria do Boinho, and in the marketing sector it demonstrated the incidences and nonconformities, through data collection. The evaluation chart of the most critical areas pointed out that marketing has a problem of attracting customers.
In the case study, an internal and external analysis was performed to arrive at the results proposed in the project. The application of methods followed the pattern of interviews with managers, employees and customers, who reported the lack of methods of dissemination of the enterprise to attract more customers.
With the problem raised, it was necessary to elaborate a plan of actions with a proposal for the solution of the problem in question, which determined that with the actions of improvements and the use of appropriate technical tools could significantly improve the activities formulated, bringing agility in customer service and the guarantee of satisfaction of the same. These tools can be used in activities as a strategic tool for business management.
To direct the improvement actions within the company, it was recommended to use the 5W2H tool as a means of planning and executing the actions proposed in the article. And to improve the problem of customer loyalty, it was suggested that management use the technique called “hidden customer” as an evaluation tool of the activities performed, the service in general, the environment and the product/service offered. The 5W2H and Hidden Customer tools contributed to the development of this research and to the implementation of the actions proposed for the company.
With the implementation of the proposals for improvements applied in the company the results were satisfactory for the company. With this, it improved the image of the company before customers who already knew the enterprise and attracted new customers, because Churrascaria do Boinho offers delicious meals for a fair price and excellent service.
The elaboration of this study was possible through the definition of methodological techniques that guide the research and was based on authors who talk about the theme proposed as a means for the validation of the article. Given this, research is recommended to those interested in the subject addressed and bachelor students of the Administration Course, as support material for scientific research.
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[1] Degree in Business Administration.
[2] Degree in Business Administration.
[3] Degree in Business Administration.
[4] Advisor. Master in Production Engineering.
Submitted: November, 2020.
Approved: November, 2020.
