Criação de valor ao cliente da empresa Medquality: um estudo em Saúde e Segurança do Trabalho

• Ano de defesa: 2019
• Autor(a) principal: Ignacio, Mauricio Pereira
• Orientador(a): Miguel, Lilian Aparecida Pasquini
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Presbiteriana Mackenzie
• Palavras-chave em Português: Medquality; saúde e segurança do trabalho; prestação de serviços; clientes; criação de valor ao cliente
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS
• Link de acesso: http://dspace.mackenzie.br/handle/10899/23683

The business scenario goes to a greater or lesser extent through a transformation movement, characterized by borderless competitiveness, consolidation of sectors of the economy, innovation movements marked by the emergence of new entrants (companies and business models), increased awareness and customer requirements in relation to products and services that are offered, development of new corporate skills. As a consequence, professionals have been increasingly required to achieve goals and targets towards achieving results, in this environment ruled by uncertainties and volatility, which may generate imbalances and instabilities in the issues related to the physical and mental health of these professionals. In this context, Medquality stands out as a company in the occupational health and safety sector, recognized for the quality of services provided, and aims to improve its offer to the market, taking advantage of existing opportunities, based on the development of an action format that allows to reach a better offer of perceived value to its current and potential customers. An analysis of the organizational structure of the company, its internal processes and the current value chain was considered. The diagnosis made through a market study, allowed to deepen the understanding and obtain the mapping of the opportunity to be reached. After completing this step, strategic planning and value creation analysis tools were applied that allowed a better identification of business expansion alternatives. The proposed solution contemplated the integrated management of technology and relationship in order to obtain improvements in the provision of services. The company's value chain was revised and expanded, and implementation risks were identified and mapped and a plan of action was created to mitigate these risks. The proposed model sought to identify and develop a solution that not only addressed the aspects and needs pointed out by the market study, but that its application and replication in different segments and clients was feasible regardless of its characteristics and particularities; however, it also sought to apply process innovation through a more humanistic approach to interpersonal relationships of greater proximity and effectiveness in the clinical treatments of the cases identified. The complexity of the proposed solution is based on the integrated coordination of aspects related to technology / project management through the implementation of the integrated management system (SGI), and the management of the cultural and behavioral factors involved, through the Advanced Health and Safety Program (PASS). Medquality´s results are expected to be improved by increasing revenues and operating margin, expanding customer satisfaction and the scope of services provided. The monitoring and achievement of the results to be obtained with the implementation of the proposed solution will be monitored through the management of indicators defined in the BSC Balanced Score Card, aiming at achieving the main objective of this work, which is to create value for Medquality’s clients, through their needs and expectations, contributing to a better welfare and quality of life of the professionals of these clients.