MELHORIA DOS CANAIS DE VENDAS DE SERVIÇOS DE TELECOMUNICAÇÕES USANDO TEORIA DAS RESTRIÇÕES E MINERAÇÃO DE DADOS

Abstract

This work deals with the optimization of processes that result in improved financial and sales of telecommunications services in the State of Goiás through the analysis of undesirable effects (UDEs) systematized by the Theory of Constraints (TOC) combined with the use of data mining in fixed-line and mobile channels. In mobile phone retail channels, mass, own and franchise stores are analyzed. In the wireline phones segment we analyze authorized agent and door to door. The Analysis of Unwanted effects (UE) is systematized in cause and effect and uses the theory of constraints through the Current Reality Tree tool (CRT) to understand the root problem, which would be the unwanted effect feeding and causing other unwanted effects in the set of processes of each sales channel. The evaporation cloud diagram (ECD), which was used to break the assumptions that kept the active restriction and enabled the creation of the injection that would transform UDES in desired effects(DE). The negative branch reservation (NBR) to reduce the risk of application Injection avoiding the creation of new UDES. And the future reality tree (FRT) that shows the improved model of the future system. For the classification of business segments is used data mining, the J48 algorithm through the WEKA software. The results show that the data mining and the theory of the constraints provides a better understanding of the processes, a better understanding of the consumers behavior in each sales segment and improving sales.