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Estratégias de CRM aplicadas ao contexto empresarial
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Orientador(es)
Resumo(s)
Objetivando agregar valor, aumentar e fidelizar os seus clientes, a organização para a qual se desenvolveu o projeto, adquiriu um software de Customer Relationship Management (CRM). A organização acreditava que o uso da ferramenta, nomeadamente das funcionalidades relativas ao envio de campanhas de marketing, seria o bastante para atrair e fidelizar os seus clientes. Contudo, não tendo sido antecipados fatores de sucesso e estratégias que devem anteceder a aquisição de uma ferramenta de CRM, a sua implementação acabou por não gerar todos os ganhos esperados pela organização. Assim, foram relatadas falhas quer ao nível da faturação, quer no tempo de resposta adequada aos clientes. Esta foi a motivação para o desenvolvimento deste projeto, que pretendeu fazer o levantamento, estudo e implementação de estratégias adicionais de CRM, para melhorar a obtenção dos benefícios inicialmente expectados. O trabalho consistiu num estudo de caso, essencialmente descritivo. Primeiramente, foi feita uma análise dos problemas notados pela gestão de topo da organização, quer através de reuniões e entrevistas informais, quer por observação. Foi também realizado o estudo sobre o software de CRM, sobre o cliente, e finalmente sobre o atual desempenho dos colaboradores. As contribuições desta fase do projeto levaram à identificação e seleção de estratégias de CRM que foram posteriormente aprovadas pela gestão de topo. A implementação destas estratégias veio assim permitir entender melhor o contexto atual da empresa na sua relação com o cliente, e melhorar a segmentação dos mesmos, bem como os canais de comunicação e a satisfação dos serviços prestados.
In order to add value, increase and retain its customers, an organization decided to acquire a software of Customer Relationship Management (CRM). This organization believed that the use of this tool, namely the functionalities of sending of marketing campaigns, would be enough to broaden and retain its clients. No one managed any success factor for the acquisition, neither established any strategy to improve the success of the software implementation. As a result, the company felt that the CRM did not bring all the benefits that it was expected. For instance, the company reported problems with the billing process and with the time taken to respond to the clients. This motivated the development of this project, which aims to obtain, study and extend additional CRM strategies to improve the benefits initially expected. The project consisted of a case study, essentially descriptive. First, the problems described by the company were analyzed. Detailed data was obtained through informal interviews and meetings, but also by observation, about the CRM software, the clients and the current performance level of the employees. This study allowed for the identification and selection of the best CRM strategies to be implemented, which enable a better understanding about the company and its relationship with the client. The contributions achieved include the improvement of client segmentation practices, as well as the communication channels used, and the satisfaction about the services provided.
In order to add value, increase and retain its customers, an organization decided to acquire a software of Customer Relationship Management (CRM). This organization believed that the use of this tool, namely the functionalities of sending of marketing campaigns, would be enough to broaden and retain its clients. No one managed any success factor for the acquisition, neither established any strategy to improve the success of the software implementation. As a result, the company felt that the CRM did not bring all the benefits that it was expected. For instance, the company reported problems with the billing process and with the time taken to respond to the clients. This motivated the development of this project, which aims to obtain, study and extend additional CRM strategies to improve the benefits initially expected. The project consisted of a case study, essentially descriptive. First, the problems described by the company were analyzed. Detailed data was obtained through informal interviews and meetings, but also by observation, about the CRM software, the clients and the current performance level of the employees. This study allowed for the identification and selection of the best CRM strategies to be implemented, which enable a better understanding about the company and its relationship with the client. The contributions achieved include the improvement of client segmentation practices, as well as the communication channels used, and the satisfaction about the services provided.
Descrição
Mestrado em Métodos Quantitativos para a Decisão Económica e Empresarial
Palavras-chave
CRM estratégias de CRM satisfação do cliente CRM strategies customer satisfaction
Contexto Educativo
Citação
Carvalho, Cássia Fernanda Cancelinha de (2018). "Estratégias de CRM aplicadas ao contexto empresarial". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão