Gestão do processo de personalização em empreendimentos de alto padrão: análise de falhas e boas práticas

Abstract

The current context of the construction industry demands products that are adaptable to the diverse needs of consumers, making housing customization a competitive advantage. This study analyzes the evolution of the maturity of customization processes in a large construction company in Ceará, Brazil, based on the investigation of four high-end residential developments. The methodology included document analysis, interviews, and direct observations. The results reveal recurring issues, such as deficiencies in information management, rework caused by incomplete or constantly changing designs, failure to meet deadlines, and improper flexibility in procedures. Conversely, effective strategies were identified, including process standardization, definition of guidelines, use of digital tools for control and visual management, and the establishment of dedicated teams. It is concluded that structured practices and continuous improvement are essential to reduce failures, optimize performance, and enhance customer satisfaction. This study contributes by systematizing best practices and proposing guidelines applicable to other organizations.