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Implementação de uma solução de CRM numa organização tecnológica : metodologia e fatores críticos de sucesso
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Resumo(s)
Globalização dos mercados, o desenvolvimento da tecnologia e o aumento da concorrência empresarial acentuaram o grau de exigência por parte dos clientes e a necessidade de diferenciação na oferta por parte das organizações. Com o objetivo de melhorar o seu desempenho e se tornarem mais competitivas no mercado, as organizações recorrem frequentemente à utilização de soluções de Customer Relationship Management (CRM).
Esta investigação visa encontrar a metodologia mais adequada tendo em conta os fatores críticos de sucesso para a maximização de valor decorrente da implementação de um sistema de CRM.
Os dados para o desenvolvimento desta investigação foram obtidos numa organização tecnológica através da documentação interna existente, inquéritos aos seus colaboradores e entrevistas.
Tendo por base uma análise qualitativa dos dados, conclui-se que o Scrum é a metodologia de implementação mais adequada de soluções de CRM em organizações tecnológicas.
The market globalisation, the development of technology and the increase of business competition intensified the demand level from customers and consequently the need for differentiation among business organisations and their offers. To increase the performance and become more competitive in the market, the organisations often rely on Customer Relationship Management (CRM) solutions. The aim of the present work is to select the methodology which is more appropriate for implementation of a tailored CRM software in a technological organisation, comparing for that purpose the traditional and agile methodologies. The selection is made by analysing the critical success factors which maximize the value from the implementation of the CRM solutions. The data used in this study was obtained in a technological organisation and includes internal documentation, surveys made to the organization colaborators and interviews to key elements of the organisation. Based on the qualitative analysis of the data, the Scrum is identified as the most appropriate methodology for implementation of CRM solutions on technological organisations
The market globalisation, the development of technology and the increase of business competition intensified the demand level from customers and consequently the need for differentiation among business organisations and their offers. To increase the performance and become more competitive in the market, the organisations often rely on Customer Relationship Management (CRM) solutions. The aim of the present work is to select the methodology which is more appropriate for implementation of a tailored CRM software in a technological organisation, comparing for that purpose the traditional and agile methodologies. The selection is made by analysing the critical success factors which maximize the value from the implementation of the CRM solutions. The data used in this study was obtained in a technological organisation and includes internal documentation, surveys made to the organization colaborators and interviews to key elements of the organisation. Based on the qualitative analysis of the data, the Scrum is identified as the most appropriate methodology for implementation of CRM solutions on technological organisations
Descrição
Mestrado em Gestão de Sistemas de Informação
Palavras-chave
Customer Relationship Management Fatores Críticos de Sucesso Ágil Scrum Critical Success Factors Agile
Contexto Educativo
Citação
Freitas, Mariana Antunes de Olim (2016). "Implementação de uma solução de CRM numa organização tecnológica : metodologia e fatores críticos de sucesso". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão