Análise da jornada de compra de serviços educacionais: o caso de uma instituição de ensino superior

Abstract

This research aims to study the value proposition, customer journey, and customer experience within a public higher education institution. The research methodology employed is Design Science Research. The study involves mapping the customer journey, identifying and assessing touchpoints to enhance the customer experience throughout the journey, aligning it with the company's value propositions. The outcome of this research is the development of an artifact, prototype of a selective process platform, aiming to enhance the customer experience during the pre-purchase and purchase phases of educational services for traditional courses, excluding the medicine course.