RUFINO, I. L. O.; http://lattes.cnpq.br/6149850809149420; RUFINO, Ívyna Lavinia de Oliveira.
Résumé:
With the advance of globalization, organizations have sought several alternatives to remain
competitive in the market, with main focus on customer satisfaction. Control organizational
processes that allow the delivery of these results becomes necessary, in order to avoid failures
that may disrupt the consumer experience. In this context, there is the Management By
Processes, which seeks to simplify organizational structures by changing the way the
company sees its goals and positions its structure, adopting the so-called horizontal vision.
That said, there is the methodology of Organizational Synchro, created by Rocha and
Albuquerque (2007), which seeks to help managers achieve horizontal vision in the
organizations. Thus, this case study was carried out with the aim to propose the redesign of
the process of attendance and sale of a microenterprise dental materials trade, from the
methodology of Organizational Synchro. For this, a search was conducted characterized as
descriptive and exploratory by a mixed approach that involves both quantitative and
qualitative study. Three data collection instruments were used: direct observation, interviews
and questionnaires in the field and online. For the qualitative analysis, it was made the
descriptive analysis of the data collected through the interviews. In the quantitative analysis, it
was made statistical analysis using one statistical software for applied social sciences. As a
result of the research, the current process of attendance and sale of the company proved quite
complex and detailed, which in some stages the attendant can make human errors due to the
used tools and made procedures. Still, the criteria analyzed by the costumers, was perceived
the importance of warmth of the seller and quality of the product to theirs satisfaction related
to the service. As for the perceptions of the manager and the seller, were cited aspects such as
passivity of the customer in the process and the need for more knowledge of the attendants on
products sold. Thus, the new process proposed was created in order to improve these aspects
and avoid mistakes made by agents.