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Advisor(s)
Abstract(s)
A transformação digital, sustentada pela evolução tecnológica verificada nas últimas décadas, veio colocar novos desafios às indústrias de vários sectores de actividade. Particularmente no sector financeiro, nomeadamente na banca, coloca-se agora à prova a sua capacidade de adaptação e modernização, nomeadamente através da alteração de estratégias de comunicação, gestão e relacionamento com os seus clientes. Os clientes estão cada vez mais capacitados, informados e conhecedores da tecnologia, o que se traduz em expectativas crescentes. Paralelamente, mesmo com redireccionamento das políticas e estratégias, haverá que salvaguardar a notoriedade e os elevados padrões de qualidade que o sector bancário conquistou e que os seus clientes lhe reconhecem. Também a legislação sobre a regulação bancária tem vindo a sofrer alterações no sentido de se adaptar a uma nova forma de completar transacções financeiras. Verifica-se uma readaptação massiva por parte das empresas do sector, no sentido de colocar os seus produtos e serviços cada vez mais omnicanal, na tentativa de dar resposta a um cliente cada vez mais exigente. Permitindo aos bancos tornarem-se mais eficientes, eficazes e aumentando a satisfação dos clientes. Constitui objectivo principal para a presente investigação, a avaliação da importância do acompanhamento e atendimento dos clientes na banca à distância e em especial na Caixa Geral de Depósitos. No final, importa aferir o grau de adesão, satisfação e probabilidade de os clientes que já são utilizadores dos novos canais poderem recomendar este tipo de serviço.
The digital transformation, leveraged by the technological evolution over the last decades, posed new challenges to the industries of several sectors of activity. Particularly in the finance sector, namely in banking, the ability to adapt and modernize itself is now being tested, namely by changing its communication strategies, management and its relationships with its clients. Their customers is now more capable, informed and aware about technology, which means increase in expectations. At the same time, even with redirection of policies and strategies, we must safeguard the notoriety and high quality standards that the banking sector has won, recognized by their customers. Legal rules on banking regulation have also undergone changes in order to adapt to a new way of completing financial transactions. There is a massive change on the companies of the sector, in order to put their products and services on a omnichannel level, in an attempt to respond to an increasingly demanding customer. This is conducting banks to achieve more efficiency, increase efficacy and customer sense of satisfaction. The main objective of the present investigation is to evaluate the importance of monitoring and assisting customers in remote banking and especially at Caixa Geral de Depósitos. In the end, it is important to assess the degree of adherence, satisfaction and probability that customers who are already users of the new channels can recommend this type of service.
The digital transformation, leveraged by the technological evolution over the last decades, posed new challenges to the industries of several sectors of activity. Particularly in the finance sector, namely in banking, the ability to adapt and modernize itself is now being tested, namely by changing its communication strategies, management and its relationships with its clients. Their customers is now more capable, informed and aware about technology, which means increase in expectations. At the same time, even with redirection of policies and strategies, we must safeguard the notoriety and high quality standards that the banking sector has won, recognized by their customers. Legal rules on banking regulation have also undergone changes in order to adapt to a new way of completing financial transactions. There is a massive change on the companies of the sector, in order to put their products and services on a omnichannel level, in an attempt to respond to an increasingly demanding customer. This is conducting banks to achieve more efficiency, increase efficacy and customer sense of satisfaction. The main objective of the present investigation is to evaluate the importance of monitoring and assisting customers in remote banking and especially at Caixa Geral de Depósitos. In the end, it is important to assess the degree of adherence, satisfaction and probability that customers who are already users of the new channels can recommend this type of service.
Description
Mestrado em Gestão e Empreendedorismo
Keywords
Acompanhamento e Atendimento à Distância Banca Caixa Geral de Depósitos Cliente Sector Bancário Transformação Digital Monitoring and Assisting Customers in Remote Banking Caixa Geral de Depósitos Client Banking Sector Digital Transformation