Artificial Intelligence in Customer Service: implementation in Brazilian premium pool industry

Autores

DOI:

https://doi.org/10.20397/2177-6652/2025.v25i5.3225

Palavras-chave:

chatbot; business administration; customer service; civil construction; efficiency; automation; Customer Relationship Management (CRM); productivity.

Resumo

Objetivo: implementar um chatbot para aprimorar a interação com o cliente, fornecer respostas instantâneas a perguntas frequentes e agilizar os processos de comunicação.

Metodologia: pesquisa-ação quantitativa aplicada, utilizando a plataforma Twilio para desenvolver o chatbot. O processo envolveu a análise de fluxos de serviço existentes, a criação de caminhos conversacionais e a condução de uma fase de testes de um mês, durante a qual métricas pré e pós-implementação foram comparadas.

Originalidade/Relevância: o estudo demonstra o impacto de um chatbot para melhoria do atendimento ao cliente em uma empresa brasileira fabricante de piscinas de luxo da construção civil. Ao fornecer evidências empíricas, reforça o papel da inteligência artificial ​​no aprimoramento do engajamento do cliente e na melhoria dos processos de vendas.

Principais resultados: os resultados mostraram melhorias significativas, tais como o tempo médio de resposta diminuiu 94% (de 16 para um minuto durante o horário comercial) e o tempo de classificação de clientes foi reduzido em 69%. Além disso, o chatbot facilitou um aumento de 142% nas entregas de orçamentos em 12 horas.

Contribuições teóricas: a pesquisa explora os fundamentos teóricos dos chatbots, da gestão de relacionamento com o cliente (CRM) e sua aplicação em contextos de negócios.

Contribuições para a gestão: a implementação aumentou a eficácia do contato com o cliente e a eficiência operacional. O estudo se concentrou em abordar as ineficiências no atendimento tradicional ao cliente, melhorando os tempos de resposta e otimizando as operações.

Palavras-chave: chatbot; administração de empresas; atendimento ao cliente; construção civil; eficiência; automação; Gestão de Relacionamento com o Cliente (CRM); produtividade.

Biografia do Autor

Eng, UFSC campus Blumenau

Vinicius is Control and Automation Engineer by Santa Catarina Federal University – UFSC campus Blumenau since August, 2024.

Prof. Dr., UDESC - Programa de Pos Graduação em Administração

Full Professor and researcher at the Department of Business Administration (ESAG/UDESC), of the Postgraduate Program in Administration (ESAG/UDESC) and of the Postgraduate Program in Methods and Management in Evaluation (INE/UFSC). Coordinator of the Stricto Sensu Academic Postgraduate Program in Administration (ESAG/UDESC) (2024- ). Associate Editor of the Journal Gestão Organizacional (2016-present). He currently teaches courses in Statistics Applied to Business and Public Administration, Quantitative Research in Administration, Item Response Theory Applied to Management and Models for Decision Making. He researches the following topics: E-commerce, M-commerce, M-banking, Multivariate Statistics Applied to Management, Big Data, Smart Cities, Item Response Theory and Decision Making.

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Publicado

2025-12-19

Como Citar

Dal Forno, A. J., Pereira, V., & Tezza, R. (2025). Artificial Intelligence in Customer Service: implementation in Brazilian premium pool industry. Revista Gestão & Tecnologia, 25(5), 187–213. https://doi.org/10.20397/2177-6652/2025.v25i5.3225

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v. 25 n. 5 (2025)

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ARTIGO

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