INCREASED QUALITY/PRODUCTIVITY THROUGH GAMIFICATION TECHNIQUES IN PEOPLE AND PROCESS MANAGEMENT. CASE STUDY: IMPLEMENTATION OF A "DRIVE IN TOUR" SERVICE STANDARD IN THE BAKERY INDUSTRY THROUGH GAMIFICATION.

• DOI: https://doi.org/10.22533/at.ed.2165112519089

• Palavras-chave: Innovation; Gamification; Customer experience; Fresh bread.

• Keywords: Innovation; Gamification; Customer experience; Fresh bread.

• Abstract:

  This study was conducted at Panificadora Botarro, a "company" that began in 1994 in the city of Cataguases, Minas Gerais, when the founder leased his first venture, known at the time as Padaria do Povo. The group's major challenge is to consolidate its revolutionary "drive-in tour" service model at its three locations in Belo Horizonte, Porto Alegre, and São Luis. The concept is to facilitate (time saved) the purchase of bread (or any product) from the comfort of your car (or any means of transportation), that is, to replicate the successful model of various industries in the bakery/bread-making experience. Even with the hiring of people who already worked in the industry, the units are experiencing difficulties in adapting the routine of the process to this market, and the customer experience is not satisfactory compared to the same type of service in other industries, or even to the "outside the car" experience.