O relacionamento com o cliente na era digital: estudo de caso do Nubank

Abstract

The internet brought significant advances to people's lives, directly impacting consumer behavior and demanding that traditional companies change their focus, starting to consider not only profitability, but also customer satisfaction. In this context of transformation, fintechs emerged, such as Nubank, which stand out for understanding the new demands. It should be noted that the term fintech refers to companies that offer financial products or services using the ease generated by technology, especially the internet, revolutionizing the financial market. Thus, this research is justified by the interest in knowledge about an increasingly important subject: the relationship with the customer. This study aims to analyze the strategies adopted by Nubank to establish a relationship with customers and achieve the desired results, impacting their loyalty. To achieve the objective, two methodologies were employed: a bibliographical review, which was based on the argument and discussion of the theme through previous research, and a case study with Nubank customers. Data collection was carried out through seven in-depth interviews with Nubank customers, who use the institution's application. Open questions allowed respondents to freely express their opinions on the subject. The analyzes were inspired by ten heuristics by Nielsen (2007), which highlight the importance of elements such as less bureaucracy, personalized service to customer needs and ease of access to available features, in order to delight the customer. From the collected perceptions, it is evident that this fintech has its practices based on simplifying and reducing bureaucracy of processes, offering the best possible service, a practice that generates satisfied customers who, consequently, become increasingly loyal to this institution. From an academic point of view, this study can help students or professionals already working in the field of Public Relations to be able to take advantage of the market situation, while for fintechs it makes it possible to understand the customer and their needs, expectations and opinions, generating a differential for the competitive market of banking institutions.