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Wittenborg Graduate Examines Customer Success in Brazilian Pharmacy 

https://www.wittenborg.eu/wittenborg-graduate-examines-customer-success-brazilian-pharmacy.htm

Beatriz de Rosa Soares’ Study Highlights Importance of Personalised Interactions

Customer Success practices are essential for businesses to thrive, especially in a competitive industry like Brazil’s healthcare sector. To better understand what makes companies stand out in this field, Wittenborg graduate Beatriz de Rosa Soares, originally from São Paulo, chose to focus her master’s thesis on the compounding pharmacy Fórmula Magistral Farmácia de Manipulação. 

“This is a relevant topic because Customer Success was developed within, and is typically studied in, business-to-business (B2B) companies. So, researching it in a business-to-consumer (B2C) context presents its own set of challenges. In Brazil’s healthcare sector, companies need to go beyond simply guaranteeing quality; they must also adopt a strong customer-centric approach that fosters loyalty,” says Beatriz, who recently completed a Master of Business Management (MBM) in Entrepreneurship and Innovation. 

Beatriz’s research followed a qualitative approach, drawing on eight semi-structured interviews with former employees from various levels and areas of the company. One of the topics explored was Customer Journey Mapping, including the typical steps a customer takes from their first interaction with the company to the post-purchase stage. The interviews also addressed customer segmentation practices, customer churn, how the company collects feedback to assess loyalty and how it measures the value generated by customers. 

The study finds that humanised services, such as personalised interactions and transparency, are essential for building customer trust and loyalty. Additionally, customer segmentation enables more tailored strategies and approaches, which can boost loyalty and overall satisfaction with the company. However, although the company recognises the importance of Customer Lifetime Value (CLV) and churn management, these metrics remain underutilised. 

Beatriz highlights that churn management should be proactive, including efforts to engage lost customers and understand why they left. “This needs to be aligned with feedback collection, which can help reduce churn and improve retention. One key finding of this study is the importance of trust in building loyalty. Each company practice directly impacts trust, which in turn affects loyalty,” she points out. 

The graduate expresses her gratitude to supervisor Vajihe Shojaei for all the support and advises students currently working on their graduation assignments and theses to start early and surround themselves with supportive people. She adds that having a coping mechanism or hobby is important for managing pressure and stress. 

Currently working as a Configuration Management Specialist at Tiqets, Beatriz describes herself as a hands-on professional. “I love solving problems, so my plan is to continue working with projects and processes. I intend to stay in the Netherlands and build a career in an industry that excites me, which is what I’m already doing.”

WUP 11/07/2025 
by Ulisses Sawczuk 
©WUAS Press 

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