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ISLA IPGT 25039

After-sales and Complaints Management

Sales and Marketing Management
  • ApresentaçãoPresentation
    This domain includes several actions, such as:   Technical support Complaints management Customer assistance Product maintenance Troubleshooting Monitoring customer satisfaction   These actions ensure that the customer receives the support they need to fully use and enjoy the product or service purchased, and help resolve any queries or problems that may arise.   After-sales activities may also include gathering customer feedback to improve the company's product and service offering.   After-sales is therefore the extension of the commercial relationship, representing a company's ongoing commitment to customer satisfaction, even after the sale has been formally concluded.
  • ProgramaProgramme
    1. The concept and importance of after-sales 2. After-sales negotiation 3. Types of after-sales: active and receptive 4. After-sales of products 5. After-sales of services 6. How to improve after-sales service 7. Complaints management 8. Satisfaction and loyalty.
  • ObjectivosObjectives
    Understanding the customer's desires in order to provide an assertive response to their complaint.   Providing the customer, after the sale, with a set of information, using various technical means, in order to assess their satisfaction, but also future needs, allowing future sales planning.
  • BibliografiaBibliography
    Costa, José R. (2019). Marketing Relacional: A Arte de Construir Relacionamentos Duradouros com os Clientes. Lisboa: Edições Almedina Cunha, Luís M. (2019). Gestão da Relação com o Cliente e Satisfação no Atendimento. Lisboa: Edições Sílabo. Ferreira, António M. (2021). "O Impacto do Pós-Venda na Fidelização de Clientes". Revista Portuguesa de Marketing, 27(2), 35-48. Quintino, T., Marketing De Relacionamento E Programas De Fidelização, Ed. Senac São Paulo, 2017 Santos, Margarida (2020). Satisfação e Lealdade de Clientes: Estratégias e Práticas Empresariais. Porto: Vida Económica. Silva, Joaquim & Andrade, Maria C. (2021). Experiência do Cliente: Inovação no Serviço ao Cliente e Pós-Venda. Lisboa: Editora RH.
  • MetodologiaMethodology
    Traditional Methods: Expository, Demonstrative and Interrogative. Innovative Methods: Debates on cases and examples of real situations. Viewing videos with practical applications on the topic. Practical work to apply the knowledge acquired to possible real solutions in business activities.
  • LínguaLanguage
    Português
  • TipoType
    Semestral
  • ECTS
    6
  • NaturezaNature
    Mandatory
  • EstágioInternship
    Não