The Alignment Between Strategies and Competence: A Study of the Customer Service in the Educational Area

Abstract

The current study is a scientific investigation whose objective is to research the relevance of the alignment between strategy and competences in customer service in the educational area. Due to the market competition, the strategic alignment has stood out as a competitive advantage in organizations. In search for this alignment, it is essential for companies to map the competences of the officers who represent them, in addition to defining which competences are necessary for each situation inside the organizations. To deepen the empirical standpoint, a case study of qualitative nature in the customer service was carried out in an Educational Institution (Basic Education and Higher Education) in the Campinas Metropolitan Area/SP. The results of the work reveal that the necessary competences are determined by the customer service team managers. In the team, a high rate of collaborators who possess the necessary competences in customer service was identified. The practical relevance of the corporative processes and their possibilities through the mapping of the competences were executed.