Inovação em serviços: proposta de aplicação no programa empreender Bananeiras

Abstract

The objective of this research is to analyze the services currently developed by the Empreender Bananeiras Program with the purpose of proposing incremental improvements or the development of new services that are applicable to the reality of the institution. Service Innovation, specifically the integrative approach, provides the main theoretical support for research. From the methodological point of view, the research is characterized as descriptive, qualitative and field study. The data were collected through interviews with program coordinator, collaborators and beneficiaries, documents were also collected and observations were made to support the analyzes. The search results allowed you to identify all phases of the service provided and how the user and provider interacted. Problems related to how the service stages are conducted, especially in the phases of preparation of the Business Plan, Orientations and Post-credit have been evidenced. Nevertheless, it was verified that all steps are performed with little user participation in the service, and this penalizes the capture of the skills of these agents. Based on this, a proposal was made to reconfigure the service stages in order to involve the entrepreneur in all phases of the microcredit concession, enhancing the capture of the client's and provider's competencies towards service innovation. The proposal is based on five strategies to be adopted to generate innovation in services: value creation, brand improvement, partnership, platform offer and creative destruction.