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Advisor(s)
Abstract(s)
Este estudo centra-se na investigação das estratégias utilizadas por parte das
empresas do setor energético de forma a atingir os seus objetivos quanto à angariação
e retenção de clientes através da comunicação digital ou offline e à utilização de novas
tecnologias e ferramentas de CRM. Pretende-se, igualmente, identificar os principais
desafios associados ao seu modelo de negócio.
Com o suporte da literatura e com um foco especial na literatura que aborda a
Teoria da Troca Social, este estudo procede a uma análise aprofundada das interações
entre empresas (B2B), centrando-se em compreender como são estruturadas em
termos de custos e benefícios percebidos. Através desta abordagem, podemos
compreender melhor os comportamentos que levam, em primeiro lugar, à angariação
e, em segundo lugar, à retenção de clientes empresariais conseguindo identificar-se as
práticas que promovem uma troca social equilibrada e que resulte na obtenção de
benefícios para as duas partes.
As ferramentas de gestão de relacionamento com o cliente (CRM) são essenciais
para monitorar e analisar asinterações entre empresas, permitindo uma personalização
dos serviços oferecidos e um atendimento mais eficaz. A análise qualitativa realizada a
entrevistas semiestruturadas realizadas a profissionais do setor forneceu elementos de
informação com grande relevância para compreender as práticas e desafios enfrentados
por estas empresas.
A análise permitiu identificar três pontos de destaque, nomeadamente: a
importância das ferramentas de CRM na elaboração e gestão dos serviços e interações
com os clientes empresariais; a elevada relevância em inovar e automatizar, juntamente
com ferramentas e serviços externos, para alcançar maior eficiência e reduzir o CAC; e
por último, sobressai que o desafio principal da retenção de clientes reside na falta de
transparência e na insatisfação com o serviço prestado.
This study focuses on the investigation of strategies employed by companies in the energy sector to achieve their goals concerning customer acquisition and retention through both digital and offline communication, as well as the adoption of new technologies and CRM tools. Additionally, it aims to identify the primary challenges associated with their business model. Supported by existing literature, with a particular emphasis on the Social Exchange Theory, this study conducts an in-depth analysis of B2B interactions, focusing on how these are structured in terms of perceived costs and benefits. This approach enables a better understanding of the behaviors that lead, firstly, to customer acquisition and, secondly, to customer retention, thereby identifying practices that promote a balanced social exchange resulting in mutual benefits for both parties. Customer Relationship Management (CRM) tools are essential for monitoring and analyzing business interactions, allowing for the personalization of services and more effective customer service. Qualitative analysis, conducted through semistructured interviews with industry professionals, provided valuable insights into the practices and challenges faced by these companies. The investigation highlighted three key points, the significance of CRM tools in the design and management of services and interactions with business clients; the crucial role of innovation and automation, along with external tools and services, in achieving greater efficiency and reducing Customer Acquisition Costs (CAC); and, finally, the primary challenge in customer retention, which lies in the lack of transparency and dissatisfaction with the services provided.
This study focuses on the investigation of strategies employed by companies in the energy sector to achieve their goals concerning customer acquisition and retention through both digital and offline communication, as well as the adoption of new technologies and CRM tools. Additionally, it aims to identify the primary challenges associated with their business model. Supported by existing literature, with a particular emphasis on the Social Exchange Theory, this study conducts an in-depth analysis of B2B interactions, focusing on how these are structured in terms of perceived costs and benefits. This approach enables a better understanding of the behaviors that lead, firstly, to customer acquisition and, secondly, to customer retention, thereby identifying practices that promote a balanced social exchange resulting in mutual benefits for both parties. Customer Relationship Management (CRM) tools are essential for monitoring and analyzing business interactions, allowing for the personalization of services and more effective customer service. Qualitative analysis, conducted through semistructured interviews with industry professionals, provided valuable insights into the practices and challenges faced by these companies. The investigation highlighted three key points, the significance of CRM tools in the design and management of services and interactions with business clients; the crucial role of innovation and automation, along with external tools and services, in achieving greater efficiency and reducing Customer Acquisition Costs (CAC); and, finally, the primary challenge in customer retention, which lies in the lack of transparency and dissatisfaction with the services provided.
Description
Keywords
Angariação de Clientes Retenção de Clientes CRM Setor Energético B2B Fidelização Satisfação do Cliente. Customer Acquisition Customer Retention Energy Sector Loyalty Customer Satisfaction
Pedagogical Context
Citation
Habib, Munir (2024). “Angariação e retenção de clientes empresariais em mercados de energia”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão