DATA-DRIVEN DECISION MAKING IN RETAIL: THE IMPACT OF NPS ANALYSIS ON IMPROVING SERVICES AND INCREASING REVENUE

The retail sector is currently facing a highly competitive environment, in which consumer experience and loyalty play essential roles in the sustainability of organizations. In this scenario, Data-Driven Decision Making (DDDM) stands out as an indispensable approach to improve operational efficiency and consolidate competitive advantages. Among the available tools, the Net Promoter Score (NPS) stands out as a reference metric to assess customer satisfaction and loyalty, providing managers with objective and accessible indicators. When NPS is integrated with Business Intelligence solutions and dashboards, it consolidates itself as a relevant strategic tool. This integration favors the strengthening of the relationship with the consumer, improves the shopping experience and, consequently, positively impacts the financial results of the retail sector. This study, therefore, proposes to analyze the impacts of NPS in retail from the user's evaluation, examining all stages of the customer journey. It is expected, with this, to identify new opportunities for improvements and performance enhancement for the companies involved.