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Customer relationship management field lab at PCDIGA- a critical examination of the after-sales business processes
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Resumo(s)
The share of people ordering goods and services online has been increasingly steadily, whilst consumers are becoming more astute, demanding further immersive, intuitive interfaces; while expecting seamless buying experiences across all channels. This Work Project aims to analyse whether PCDIGA, a Portuguese multi-channel electronics retailer, is in fact optimizing its after-sales business processes taking into consideration the customer experience, as to guarantee more convenience and reduce friction from it. Through the knowledge and data collected, suggestions were made as to redesign the firm’s after-sales service business processes using a design thinking approach.
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CRM Design thinking Business processes After-sales Seamless brand experience