A jornada do cliente: um modelo que promova a experiência e a geração de valor como fator de vantagem competitiva para a Gol Linhas Aéreas

Abstract

Gol Linhas Aéreas was born with the mission of revolutionizing the Brazilian domestic aviation market, seeking that every Brazilian has the right to fly. It was created to boost tourism and air travel in Brazil, and, consequently, be recognized as the company that popularized air transport in Latin America. The company was officially founded in August 2000 by Constantino de Oliveira Júnior, heir to the mining group Áurea, a company with more than 50 years of history in the land transport sector in Brazil. Currently, Gol is a leader in the domestic market, offering a differentiated line of services compared to its competitors, on-board service with healthy food, internet on board, socket for charging devices, leather seats, more availability of flights and destinations . This work will focus on mapping the customer's journey involving air passenger transportation services before, during and after the flight, analyzing the customer's perception of each stage of their journey, evaluating satisfaction surveys regarding the services provided and its connection with the customer journey at GOL, raising successful practices in relation to generating positive experiences and building value for customers. Through the analysis of all this information, point to a new value proposal that allows the construction of positive experiences throughout the customer's journey at Gol Linhas Aéreas. Finally, carry out a feasibility analysis of this model by preparing a timetable and implementation budget. Understanding the customer journey at Gol Linhas Aéreas has allowed us to clearly understand the needs of customers at the company. The collaborators who developed this work are from areas of relationship with the client: commercial, financial, maintenance and fiscal area, which enabled broad views of all scenarios and positive impacts for the client. Exchanging experiences and knowledge about the company's moment was fundamental for this project to be built. The empathy to put ourselves in the customer's shoes will help us transform the Journey.