Resumo

CARVAJAL, L.; ALZATE, V.  e  CEBALLOS, Y.F.. Simulation of the customer experience in points of attention of a mass transportation system using Systems Dynamics. Entre Ciencia e Ingenieria [online]. 2017, vol.11, n.21, pp.73-81. ISSN 1909-8367.

The process of generating identity cards in integrated transport systems is a generally source of complaints by almost all the users. This is the starting point in which customers have an ongoing relationship with the company. The way in which these users are handled must involve an agile and satisfactory process. However, in this system they must go through multiple service posts for treatment, generating delays and dissatisfaction with the little information users generally have. This document presents a conceptual model by the approach of system dynamics, which identifies the need to make decisions related to technology investment and training the servers in various tasks together with a better communication strategy, which allows users to enter the system with a previously completed form, given their availability online. It also identifies the necessary number of advisers and how much they must delay in the process of attention, so that the perceived satisfaction of the clients is maximized.

Palavras-chave : CRM; customer relationship management; system dynamics; simulation; satisfaction; IMTS; integrated mass transit systems.

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