Processo de desenvolvimento de um produto omnichannel para contact centers

Abstract

The development of technological products aimed at automation plays a strategic role, allowing organizations to differentiate themselves and gain significant competitive advantages. The main objective of this study was to analyze the internal process of developing an omnichannel product for contact centers, highlighting the practices adopted and the challenges faced by the team involved. The methodology used was qualitative, structured as a case study. The research combined the analysis of internal documents from the company and the application of questionnaires and interviews with members of the development team, managers, and directors. The company analyzed, based in Fortaleza, Ceará, specializes in the development and commercialization of technological solutions for omnichannel and artificial intelligence, serving over two thousand clients across Brazil. Data collection occurred between December 2024 and January 2025, involving 11 respondents, including developers, a project manager, and a technology director. The results revealed that, despite the adoption of agile methodologies such as Scrum and Kanban, the team faces significant barriers that impact the efficiency of product development. Among the main challenges identified are the inadequate prioritization of demands and communication gaps between different areas of the company. The areas for improvement are social and administrative. This study contributes to the literature on the development of technological products in highly competitive and dynamic environments, highlighting the integration of agile methodologies and product management practices. The practical implications suggest implementing OKRs (Objectives and Key Results) to align organizational strategy with team goals, as well as automating critical processes and improving interdepartmental communication to overcome the identified challenges. The combination of agile methodologies, management tools, and continuous training is essential to deliver high-quality products aligned with market demands.