Jornada do cliente e análise de dados: uma proposta para geração de insights estratégicos na SEA Offices

Abstract

Digital transformation and the increasing use of Artificial Intelligence have reinforced the importance of strategically managing the data generated throughout the customer journey, making such information essential for supporting organizational decision-making. In this context, this study aimed to analyze the current customer journey structure at SEA Offices and, based on the literature on customer journey, data analysis, and Artificial Intelligence, propose improvements to enhance the collection, organization, analysis, and strategic use of data generated throughout the customer experience. To achieve this objective, a case study was conducted at SEA Offices through an interview with one of the company's partners, observation of organizational processes, analysis of the company's proprietary system, internal documents, and a bibliographic review. The findings revealed that, although the company has structured processes and makes use of technological tools in its daily operations, the data generated throughout the customer journey are still used predominantly for operational purposes, limiting their strategic potential. Based on the diagnosis, a proposal was developed for a data-driven customer journey management approach, including the redesign of the customer journey, the definition of the data to be collected at each stage, the establishment of performance indicators, the consolidation of information into a management dashboard, and the application of Artificial Intelligence resources to support data interpretation and the generation of strategic insights. It is concluded that the proposed solution is compatible with the operational reality of SEA Offices and demonstrates how the integration of customer journey management, data analysis, and Artificial Intelligence can strengthen organizational management and support more strategic and assertive decision-making.