O design de serviço como recurso de estratégia e vantagem competitiva no setor imobiliário

Abstract

Having great prominence in the Brazilian economy, the real estate market exerts influence on the country's economic development. Given its importance in this context, the adoption of approaches that promote dynamism and authenticity becomes essential. However, this market is not immune to changes and challenges. The evolution of consumer demands, transformations in urban dynamics, and economic fluctuations have required real estate companies to constantly adapt and seek competitive differentiation. The purpose of this work was to discuss the possibilities of design contribution to the improvement of services, user experience, and positioning of a real estate agency operating in Maceió – Alagoas. The research was structured based on Service Design, following the methods to identify and classify demands in the services offered in the real estate industry. For this purpose, bibliographic data collection was carried out to delve deeper into the explored theme, and for the execution of the project, the Double Diamond Methodology proposed by the Design Council was used, whose approach is centered on user experience. Through the analysis of current concepts and practices in the real estate sector, this study identified opportunities to enhance service delivery and strengthen customer relationships. By exploring various service design strategies and tools, it was possible to envision ways to elevate the standard of service and promote innovation. Through the analysis of service design concepts and methodological tools, significant opportunities for improvement and innovation in the real estate sector were identified. In conclusion, it is important to adopt a customer-centered approach, and customer experience should be seen as an essential competitive advantage; companies can adapt to market changes by identifying opportunities for innovation and continuous improvement