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A adoção de CRM numa autarquia : um estudo de caso na Câmara Municipal da Póvoa de Lanhoso
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Resumo(s)
Perante a atual evolução dos mercados e a constante competitividade entre as entidades, há a necessidade de valorizar e de fortalecer o relacionamento com os clientes. As entidades da Administração Pública (AP) também sofrem esta evolução do mercado. O Customer Relationship Management (CRM) é a ferramenta quem vem facilitar esta evolução, que permite o armazenamento de toda a informação dos clientes, bem como personalizar todas as interações com estes e tornar os processos mais céleres. Uma vez que esta investigação contempla um Estudo de Caso numa Entidade Pública, será pertinente falar em Citizen Relationship Management (CzRM), dado que estão em causa cidadãos e não clientes. Esta investigação procura responder à seguinte questão: ‘Quais são os objetivos de uma Autarquia com a adoção de CRM?’. A principal finalidade deste documento passa por identificar o que as Autarquias necessitam de fazer para a adoção do CRM, e quais os aspetos a aperfeiçoar para melhorar a qualidade dos serviços prestados aos cidadãos. Os principais objetivos das Autarquias prendem-se com a melhoria da gestão de relacionamento com o cidadão, a prestação ao cidadão um serviço de qualidade, colocando este no centro das atenções. Assim sendo, a adoção de CRM irá facilitar o cumprimento destes objetivos e tornar todos os processos mais eficientes. O presente Estudo de Caso foi realizado na Autarquia da Póvoa de Lanhoso, onde foram feitas cinco entrevistas e inquiridos 101 munícipes do Concelho. Com este trabalho, pode concluir-se que o CzRM traz variados benefícios às entidades da AP, uma vez que os cidadãos ficam mais satisfeitos, pelo fato de a sua interação com as Entidades ser facilitada e mais rápida.
Given the current trends of the market and the constant competition between the entities, there is a need to enhance and strengthen relationships with customers. Government also suffer this market development. The Customer Relationship Management (CRM) is the tool who is facilitating this development, which allows you to store all the information of customers, customize all interactions with them and make processes quickly. This research it is a case study in a public entity, so it is important speak in Citizens and not in Customers, so its significant speak in Citizen Relationship Management (CzRM). This research attempts to answer the research question: ‘What are the goals of an local authority with CRM adoption?’. The main purpose of this research is to identify what the local authorities need to do, to adopt CRM, and what aspects are necessary to take care, to improve the quality of services provided to citizens. The main goals of the local authorities is to improve the relationship management with citizens, to provide a quality service and put the citizens in the center of attention, therefore adopting CRM will facilitate the achievement of these goals and make all processes faster and more efficient. This case study it was held in the local authority of Póvoa de Lanhoso. I’ve made five interviews and surveyed 101 residents of that municipality. With this case study can be concluded that the CzRM brings many benefits to government entities, because citizens are more satisfied, by the fact of their interaction with the entities be facilitated and faster.
Given the current trends of the market and the constant competition between the entities, there is a need to enhance and strengthen relationships with customers. Government also suffer this market development. The Customer Relationship Management (CRM) is the tool who is facilitating this development, which allows you to store all the information of customers, customize all interactions with them and make processes quickly. This research it is a case study in a public entity, so it is important speak in Citizens and not in Customers, so its significant speak in Citizen Relationship Management (CzRM). This research attempts to answer the research question: ‘What are the goals of an local authority with CRM adoption?’. The main purpose of this research is to identify what the local authorities need to do, to adopt CRM, and what aspects are necessary to take care, to improve the quality of services provided to citizens. The main goals of the local authorities is to improve the relationship management with citizens, to provide a quality service and put the citizens in the center of attention, therefore adopting CRM will facilitate the achievement of these goals and make all processes faster and more efficient. This case study it was held in the local authority of Póvoa de Lanhoso. I’ve made five interviews and surveyed 101 residents of that municipality. With this case study can be concluded that the CzRM brings many benefits to government entities, because citizens are more satisfied, by the fact of their interaction with the entities be facilitated and faster.
Descrição
Mestrado em Marketing
Palavras-chave
Customer Relationship Management Citizen Relationship Management Governo Eletrónico Adoção. Electronic Government, Adoption
Contexto Educativo
Citação
Vilela, Sarah Isabel da Fonseca. 2012. "A adoção de CRM numa autarquia : um estudo de caso na Câmara Municipal da Póvoa de Lanhoso". Dissertação de Mestrado. Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão