Customer care e inbound marketing. Il caso Golee

L'elaborato tratta la customer care, ovvero l'insieme delle attività volte a fornire cura e attenzione nei confronti del cliente. Si illustra, inoltre, l'inbound marketing, una metodologia che attira i clienti tramite una canalizzazione degli stessi verso l'impresa. Entrambi i concetti sono stati analizzati ed applicati in Golee, azienda produttrice di un software gestionale per le società sportive. Golee, impiegando una strategia di inbound marketing e focalizzandosi sulle attività di customer care, negli ultimi anni è riuscita a fidelizzare un gran numero di clienti, aumentando vigorosamente il proprio valore aziendale.

Interesses fisicos no lazer : a influencia do esporte de alto rendimento para a criança na relação lazer-escola-processo educativo

Universidade Estadual de Campinas . Faculdade de Educação Física

Matrizes clínicas e ética em Freud

O presente estudo hipotetiza que as diferentes matrizes clínicas que Freud encontrava em sua prática, e que lhe possibilitavam acréscimos teóricos, direcionaram seus distintos olhares sobre a cultura, fazendo-o privilegiar alguns elementos éticos em detrimento de outros. Desse modo, indicaremos: (1) como a histeria gerou a questão do conflito entre sexualidade e moral na civilização; (2) como a neurose obsessiva possibilitou a entrada dos temas da agressividade e do ódio como entraves contra os quais a cultura se esforça por lutar, assim como a presença marcante no psiquismo da consciência moral e do sentimento de culpa; (3) por fim, como as ditas afecções narcísicas trouxeram a Freud o papel do egoísmo e da destrutividade como inimigos da cultura. Nesse percurso nos aproximaremos das questões ligadas à problematização ética na "psicologia" freudiana e, a partir daí, do destaque que terá a dimensão moral na concepção freudiana do sujeito.

Acolhendo o acolhedor: o caminho mais curto para a humanização da assistência

INTRODUÇÃO: o acolhimento tem se constituído num potente disparador de mudanças. Este trabalho reflete a satisfação experimentada, resultante da atuação num ambiente altamente sinérgico e produtivo. OBJETIVO: implantação e implementação da assistência materno-neonatal a partir do acolhimento ao cliente interno. MÉTODO: realizou-se observação direta do cotidiano em setores distintos do Hospital Maternidade Interlagos (HMI) -SES/SP e seu Ambulatório. Foram realizadas entrevistas semi-estruturadas com dois profissionais da equipe multidisciplinar, as quais subsidiaram oficinas de humanização no ambiente hospitalar. Os profissionais foram divididos em áreas de exercício profissional, da administrativa à assistencial. RESULTADOS: ocorreu implantação do Comitê de Acolhimento e Humanização da Assistência Materno-Neonatal no Hospital Maternidade Interlagos, com participação dos líderes de acolhimento na gerência institucional, provendo melhor desempenho individual e coletivo no exercício laboral na Unidade Hospitalar

Hybrid Method to Assess Sensitive Process Interruption Costs Due to Faults in Electric Power Distribution Networks

This paper shows a new hybrid method for risk assessment regarding interruptions in sensitive processes due to faults in electric power distribution systems. This method determines indices related to long duration interruptions and short duration voltage variations (SDVV), such as voltage sags and swells in each customer supplied by the distribution network. Frequency of such occurrences and their impact on customer processes are determined for each bus and classified according to their corresponding magnitude and duration. The method is based on information regarding network configuration, system parameters and protective devices. It randomly generates a number of fault scenarios in order to assess risk areas regarding long duration interruptions and voltage sags and swells in an especially inventive way, including frequency of events according to their magnitude and duration. Based on sensitivity curves, the method determines frequency indices regarding disruption in customer processes that represent equipment malfunction and possible process interruptions due to voltage sags and swells. Such approach allows for the assessment of the annual costs associated with each one of the evaluated power quality indices.

Reconfiguration of distribution networks to minimize loss and disruption costs using genetic algorithms

In this paper a computational implementation of an evolutionary algorithm (EA) is shown in order to tackle the problem of reconfiguring radial distribution systems. The developed module considers power quality indices such as long duration interruptions and customer process disruptions due to voltage sags, by using the Monte Carlo simulation method. Power quality costs are modeled into the mathematical problem formulation, which are added to the cost of network losses. As for the EA codification proposed, a decimal representation is used. The EA operators, namely selection, recombination and mutation, which are considered for the reconfiguration algorithm, are herein analyzed. A number of selection procedures are analyzed, namely tournament, elitism and a mixed technique using both elitism and tournament. The recombination operator was developed by considering a chromosome structure representation that maps the network branches and system radiality, and another structure that takes into account the network topology and feasibility of network operation to exchange genetic material. The topologies regarding the initial population are randomly produced so as radial configurations are produced through the Prim and Kruskal algorithms that rapidly build minimum spanning trees. (C) 2009 Elsevier B.V. All rights reserved.

Employee reactions to behavioural control under conditions of stress: the moderating role of self-efficacy

Extensive research conducted in the occupational stress literature has failed to provide convincing support for the stress-buffering effects of work control on employee adjustment. Drawing on research conducted in the laboratory context, it was proposed that the stress-buffering effects of work control on employee adjustment would be more marked at high, rather than low, levels of self-efficacy. In a sample of 100 customer service representatives, a significant three-way interaction among role conflict, work control and self-efficacy (measured at Time 1) was observed on (low) depersonalization (measured at Time 2). Consistent with expectations, work control reduced the negative effects of work stress on this outcome measure only for employees who perceived high levels of self-efficacy at work. In addition, there was evidence to suggest that self-efficacy moderated the main effects of work control on job satisfaction and somatic health. These findings are discussed hi terms of their theoretical contribution to the job strain model, and also in relation to workplace interventions designed to improve levels of employee adjustment.

Choices associated with automobiles for Men and Women: convergence or divergence?

The increase of the women purchase power has led some companies to adopt strategies of products differentiation as well as to produce specific products to the female public. The auto industry is not immune to this phenomenon, once the women represent, approximately half of the automobile sales in the country. Considering the consumption and the behavior differences between women and men, it has set the following question: are there differences between the choices associated to the automobile by men and the choices associated to the automobile by women? It has been presented to the participants items found in the people`s day-by-day, which are valorized by them, and the participants have been asked to choose and associate these items to the automobile. The results analysis revealed there are more similarities than differences between choices associated to the automobile by men ad choices associated to the automobile by women. The similarity between the choices suggests that the representations, the meanings and values assigned. to the car by men ana women are similar and thus the strategy of product differentiation does not apply to the automotive industry

KANT E A ADMIRAÇÃO DA NATUREZA

RESUMO: O parágrafo 62 da Crítica do Juízo, cuja função é definir o conceito de conformidade a fins objetiva (objektive Zweckmässigkeit), começa com uma declaração do filósofo segundo a qual todas as figuras geométricas se relacionam com uma conformidade a fins objetiva e admirável. Embora não seja aqui essencial para a definição do princípio dessa conformidade a fins, a afirmação de Kant de que ela é muitas vezes digna de admiração exerce um importante papel para a sua própria definição. O objetivo deste texto é tecer algumas considerações em torno dessa relação entre o princípio estritamente lógico da conformidade a fins e o sentimento em geral, seja de admiração da natureza, ou em todas as suas variações, tais como aparece na sequência do mesmo parágrafo 62: o entusiasmo, a alegria e a estupefação. Embora de antemão se reconheça que tais sentimentos não podem intervir no mecanismo estritamente lógico desse princípio, que, segundo Kant, é transcendental, pretende-se mostrar como o seu uso relaciona-se sempre e de algum modo com um sentimento. Para isso, é preciso mostrar que a afirmação de Kant segundo a qual o juízo teleológico não possui nenhuma relação com o sentimento de prazer e desprazer não implica necessariamente que esse tipo de juízo não possua relação nenhuma como nenhum tipo de sentimento.

Appraisal ratings, halo, and selection: A study using sales staff

Supervisor ratings are useful criteria for the validation of selection instruments but maybe limited because of the presence of rating errors, such as halo. This study set out to show that supervisor ratings which are high in halo remain successful criteria in selection. Following a thorough job analysis, a customer service questionnaire was designed to assess the potential of retail sales staff on three orthogonal subscales labelled Dealing with people, Emotions and energy, and Solitary style. These subscales were uncorrelated with supervisor ratings made about 8 weeks later. However, the supervisor ratings were correlated with an overall scale derived from the three scales of the customer service questionnaire. These results support the view that supervisor ratings generally consist of global impressions and suggest that these global impressions are useful measures of overall performances. This field study confirms laboratory results that halo does not necessarily reduce rating accuracy.

Service guarantees: A strategic mechanism to minimise customers' perceived risk in service organisations

Service offerings are largely intangible in nature. Customers are thus unable to assess the purchase outcome prior to experience, rendering the risk of possible customer dissatisfaction very high. It is argued that the concept of service guarantees proposed by services management theory can be effectively utilised to reduce the perceived risk of dissatisfaction for the customer in service organisations. Additionally, it is suggested that service guarantees force management to undertake activities which elevate the superiority of the organisation in the eyes of the customer and, thus, the opportunity to transform one-time customers into loyal ones. The purpose of this paper is twofold: first, to illustrate how customers’ behavioural intentions can be influenced by the use of a service guarantee; and second, to outline a systematic process that can help service business managers to develop and implement an effective service guarantee. This research highlights the numerous benefits available to service organisations by utilising the service guarantee as a strategic tool. Some of the important management implications are also outlined.

Emotion in the workplace: The new challenge for managers

Emotions in workplace settings and emotional intelligence are hot topics in management today. Leading business journals such as Fortune and Harvard Business Review have featured articles on emotional intelligence. But there is more to emotions in the workplace than just emotional intelligence. The aim of this article is to acquaint managers with intriguing new research that examines both emotional intelligence and the broader issue of emotion, which has been shown to play a powerful role in workplace settings. We show that this research has a strong potential for practical application in organizations within many broad human-resource functions such as selection, performance management, and training, as well as implications for more narrow domains like customer service. We conclude that the study of emotions in organizational settings has provided new and important insights into the way in which people in organizations behave, and we offer advice for managers to enable them to develop and to maintain a positive emotional climate in their organizations.

Supply chain management as beyond operational efficiency

The orthodoxy of supply chain management (SCM) emphasises competitive advantage through increased operational efficiency and market responsiveness from production and distribution processes into the hands of consumers. It anticipates that future competition will be between chains rather than between firms. While well established in other industry sectors, the SCM concept is newly developed in the Australian agri-food sector. Critical review of the concept has identified key issues of power among channel members, processes of chain initiation and innovation, and the inability of SCM to offer a viable business strategy for some firms. Building on those insights, this paper examines the supply chain concept for horticulture. Horticultural products are characterised by perishability, heterogeneity and lags in production response to market signals. Producers’ profits are vulnerable to quantity, timing of supply and product specification. Many supply chains in smaller industries are loose, fragmented, interwoven, unstable and unique! Firms operating within these environments need an astute understanding of the chains, the hierarchy of channel members and their relative position. Effective business strategies – for individual firms and supply chains - need to be developed and redeveloped to accommodate the dynamic nature of horticulture. Two case studies are discussed as contributions to this early stage of the theoretical development of supply chain management. The SCM concept also has implications for horticultural researchers, involving a wider range of industry stakeholders, technical problems and research skills. As for business management, the usefulness of the concept will depend on its capacity to increase responsiveness to customers’ preferences and customer value.

Application of fairness theory to service failures and service recovery

This article presents a fairness theory-based conceptual framework for studying and managing consumers’ emotions during service recovery attempts. The conceptual framework highlights the central role played by counterfactual thinking and accountability. Findings from five focus groups are also presented to lend further support to the conceptual framework. Essentially, the article argues that a service failure event triggers an emotional response in the consumer, and from here the consumer commences an assessment of the situation, considering procedural justice, interactional justice, and distributive justice elements, while engaging in counterfactual thinking and apportioning accountability. More specifically, the customer assesses whether the service provider could and should have done something more to remedy the problem and how the customer would have felt had these actions been taken. The authors argue that during this process situational effort is taken into account when assessing accountability. When service providers do not appear to exhibit an appropriate level of effort, consumers attribute this to the service provider not caring. This in turn leads to the customer feeling more negative emotions, such as anger and frustration. Managerial implications of the study are discussed.

The role of gender in reactions to service failure and recovery

Male and female consumers place different emphasis on elements of the service recovery process. Perceptions were influenced by gender of the service provider and by a match of customer and service provider gender. The study, an experimental design with 712 respondents, found that when service providers, irrespective of gender, display concern and give customers voice and a sizable compensation, both men and women reported more positive attitudes compared with when this was not so. Combinations of high voice with high outcome and high voice with high concern were especially important in positively influencing perceptions of effort, regardless of gender. However, the authors also found that there were significant differences between male and female respondents regarding their perceptions of how service recovery should be handled. Women want their views heard during service recovery attempts and to be allowed to provide input. Men, in contrast, do not view voice as important.