O design de serviços na geração de valor a clientes e empresasum estudo de caso orientado ao agronegócio brasileiro

Resumo

This study addresses the design and management of services whose targets are Brazilian farmers and the various stakeholders within the agribusiness value chain. The sector represents 21,4% of Brazil’s Gross Domestic Product (GDP) in 2019, being services its main component. It’s common to notice companies traditionally product oriented now interested in developing the required skill set to design service solutions. However, there’s already a significant amount of services available within the agribusiness sector and the several options turn the farmer’s decision making process more difficult, especially when the service promotion fails to express clearly its value proposition and its concrete deliverables. In addition, there’s also the perception that the services are created based on its company’s current expertise but often without any further investigation on its customers’ needs. Thus, this research seeks to understand the causes for this context and study practices that support service providers in agribusiness to improve their service offerings to customers, Brazilian farmers. The methodology chosen was the exploratory qualitative research and the investigation strategy chosen was to conduct a case study involving three Service Design Specialists, four Service Providers within the Ag sector, two Distribution Channels that started to provide services recently and five Farmers who produce primarily Soy. The study delivers as a contribution best practices based in the literature and in the practical experience pointed out by the interviewees, in regards to the design and management of services: the customer journey and service ecosystem mapping, the co-creation and prototyping with customers and partners, the effectiveness of services and customer satisfaction, customization, professionalization, monetization, expressing the tangible benefit of services, and the use of customers’ referrals to promote a company or service. Finally, the research presents a method for companies that wish to carry out the design and management of services in order to improve their offerings and customer experience and generate more value.

Ficha do documento

Tipo

Dissertação

Ano

2020

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/29985

Temas

Economia

Palavras-chave

ServitizationService designCustomer journeyCocreationAgribusinessServitizaçãoDesign de serviçoJornada do clienteCocriaçãoAgronegócioAdministração de empresasAdministração de produtosServiços ao clientePrestação de serviçosValor adicionadoEconomia agrícola