Aplicação de Inbound Marketing e Design Thinking para concepção e implantação de processos automatizados de venda em uma franqueadora de serviços

Abstract

In the information age, it has become essential to incorporate digital solutions into the sales processes of the companies, attracting and engaging their target audience. Such solutions can be thought and developed with the use of methods and tools of assistance, such as the methodology Design Thinking and Inbound Marketing, a Digital Marketing strategy. In this context, the present study has the objective of analyzing the application of Design Thinking and Inbound Marketing for a project of design and implementation of automated sales processes in a franchising company of services in the health area. The work consists of a case study, beginning with a bibliographical research about the subjects necessary to the development of the study. The object of the research was approached in a qualitative way, with description of the sales process and its peculiarities, as well as quantitative, with documentary research and survey of preproject and post-project indicators. As a result of the study, it was possible to verify that Design Thinking and Inbound Marketing are applicable to the design and implementation of automated processes. In addition, the project enabled the insertion of a sales management routine, through a Customer Relationship Management (CRM) software, in order to allow greater control and assertiveness of the company's negotiations.