A jornada do cliente em uma empresa de construção civil da cidade de Fortaleza/Ce: da prospecção ao pós-venda

Abstract

The growth of digital technology and customer centricity has transformed value delivery in organizations, demanding strategies based on business intelligence and memorable experiences. In the construction sector, characterized by a long relationship cycle and high emotional and rational complexity, Customer Experience Management (CXM) and journey mapping are consolidating as strategic assets. This work aims to analyze the customer journey in a construction company located in Fortaleza/CE. To this end, the research seeks to describe CXM from the perspective of service quality and relationship, map the stages of the consumer journey in the construction company under study, and identify opportunities for improvement across the pre-purchase, purchase, and post-purchase phases of real estate transactions. A qualitative and descriptive study, using a case study approach, was conducted within a company operating in the construction and real estate development segment in Fortaleza/CE. The service blueprint methodology was used to map the journey, providing a better understanding of key touchpoints. Data analysis identified manual and fragmented workflows, flaws and inadequacies in existing system integrations, and a lack of well-defined roles for fostering a customer experience culture. This led to the identification of opportunities for process and procedure standardization, greater integration between areas, and the clear definition of responsibilities and scope. It is concluded that designing a well-structured customer journey allows for a systemic view of the organization and a better customer experience, ultimately enabling customer loyalty.