A qualificação da experiência do cliente ao longo da jornada de compra em uma instituição de educação básica

Abstract

The present research has as object of study the customer experience and the customer journey in private educational institutions of Basic Education. This research was carried out with the application of the “Design Science Research” Method. The contact points of the physical and digital environment, which make up the journey of students and parents, who are customers of the Basic Education market, were evaluated, with the aim of organizing a remarkable journey and experience with a competitive edge. This study mapped the customer's journey and proposes an artifact to design the customer's experience throughout the journey, in the Pre-purchase and Purchase phases, in a private Basic Education institution. The artifacts presented show a practical contribution to the day-to-day processes of a Basic Education institution, contributing to an improvement in the customer journey and experience.