MACEDO, M. D. F.; MACEDO, Myvson Diogo Farias.
Resumen:
With the increasing adoption of technologies in organizations, it is observed in conversational marketing practices opportunities to expand the points of contact with customers. Therefore, this study aims to understand the perception of company members about the adoption of conversational software in their services. Thus, based on the scale of use of conversational agents proposed by Israfilzade (2021), which works with the following constructs on the scale: anthropomorphism, personalized in real time, interaction marketing and types of conversational agents and platforms, a survey was carried out. adaptation focusing on a better understanding of the context of managers belonging to a customer portfolio of a technology company in the city of Campina Grande - PB who use conversational marketing software. Then, from interviews with five professionals, a content analysis was carried out and it was observed that they realized the importance that Softwares have in the provision of services, increasing the productivity of service time, customer experience and help in the company to perform more services in a more agile way, with constant improvements, where even though they are important, they are not always fully adjusted to the language and approach to customers, requiring constant monitoring and improvement.
