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Gestão da relação com o cliente: o caso de uma empresa de aeronáutica
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O Customer Relationship Management (CRM) é um sistema que permite às organizações manterem relações de longo prazo com os seus clientes, de forma que ambas as partes obtenham um benefício mútuo. A presente dissertação teve como objetivo perceber como é realizada a avaliação da satisfação dos clientes externos numa organização aeronáutica e que melhorias precisam de ser implementadas para centralizar a informação no sistema de CRM e ajudar a perpetuar de forma eficaz o seu negócio. O estudo desenvolvido pela investigadora baseou-se num estudo de caso suportado pela análise e tratamento efetuado aos dados da satisfação dos clientes externos da Organização, que foram obtidos através dos questionários realizados entre 2017 e 2019 e que geraram o projeto de melhoria que foi implementado na Organização. Os resultados da análise evidenciaram que houve uma diminuição significativa dos valores médios no ano de 2019, expondo a necessidade de serem efetuadas melhorias no processo da satisfação dos clientes, dado que a Organização já dispunha de um sistema de CRM implementado em 2018, o Salesforce (SF). Este diagnóstico foi considerado como uma oportunidade para propor melhorias no sistema de CRM, e assim surgiu um projeto de melhoria, para integrar e rever o processo de avaliação da satisfação do cliente no SF. Assim, o grupo que se constituiu para desenvolver o projeto de melhoria, recorrendo à metodologia da action research, foi liderado pela investigadora. Com base na análise do processo atual, nas potencialidades do SF, nas necessidades específicas da Organização e nas recomendações do presente estudo, foi delineado um plano de ação. O plano compreendeu a criação, estruturação e integração do processo da satisfação dos clientes no SF, a criação de novos questionários e a capacidade de efetuar a recolha e o tratamento dos dados através do SF, para auxiliar no desenvolvimento e na implementação das ações de melhoria necessárias que visem aumentar a performance da Organização. Face ao curto tempo decorrido desde a implementação das melhorias pelo grupo de trabalho até à defesa da presente tese, não foi possível obter um número de respostas dos clientes suficiente para constituir uma amostra aceitável para a análise e tratamento dos resultados, que permita mostrar no presente estudo a melhoria ocorrida na satisfação dos clientes. Assim, o trabalho final de mestrado foca a análise e a avaliação efetuada aos resultados dos questionários da satisfação dos clientes dos últimos 3 anos e a implementação do projeto de melhoria em curso, em detrimento do estudo comparativo com o resultado dos planos de ação de melhoria realizados. Para este estudo comparativo, pretende-se considerar também o feedback dos colaboradores (cliente interno) cuja recolha será realizada em investigação futura, mediante a implementação de um novo questionário. O questionário terá como objetivo compreender a perceção dos colaboradores face à satisfação do cliente externo e à utilização do sistema de CRM (SF). A finalidade é obter uma amostra alargada, através de diferentes fontes de informação, para aferir de forma mais completa e rigorosa os níveis de satisfação dos diferentes clientes, tendo por base a triangulação de dados dessa investigação futura.
Customer Relationship Management (CRM) is a system that allows organizations to maintain long-term relationships with their customers, so that both parties obtain a mutual benefit. The present dissertation had as general objective to understand how the evaluation of the satisfaction of external customers in an aeronautical organization is carried out and what improvements need to be implemented to centralize the information obtained in the CRM system and help to effectively perpetuate your business. The study developed by the researcher was based on a case study supported by the analysis and treatment carried out on the Organization's external customer satisfaction data, which were obtained through questionnaires carried out in the years 2017, 2018 and 2019 and which generated the improvement project that was implemented in the Organization. The results of the analysis showed that there was a significant decrease in average values in 2019, exposing the need for improvements in the process of customer satisfaction, given that the Organization already had a CRM system implemented in 2018, Salesforce (SF). This diagnosis was considered as an opportunity to propose the introduction of improvements in the CRM system, having been approved by the Business Group, to create an improvement project, to integrate and review the customer satisfaction assessment process in SF. Thus, the group that was formed to develop the improvement project, using the action research methodology, was led by the researcher. Based on the analysis of the current process, the potentialities of the SF, the specific needs of the Organization and the recommendations of this study, an action plan was outlined. The plan included the creation, structuring and integration of the customer satisfaction process in the SF, the creation of new questionnaires and the ability to collect and process data through the SF, to assist in the development and implementation of improvement actions necessary to increase the Organization's performance. In view of the short time elapsed from the implementation of the improvements by the working group to the defense of this thesis, it was not possible to obtain a suficiente number of responses from customers to constitute an acceptable sample for the analysis and treatment of the results, which allows showing in the present I study the improvement in customer satisfaction. Thus, the final master's work focuses on the analysis and evaluation carried out on the results of the customer satisfaction questionnaires of the last 3 years and the implementation of the ongoing improvement project, to the detriment of the comparative study with the result of the improvement action plans. performed. For this comparative study, it is also intended to consider the feedback from employees (internal customer) whose collection will be carried out in future research, through the implementation of a new questionnaire. The questionnaire will aim to understand the employees' perception of external customer satisfaction and the use of the CRM (SF) system. The purpose is to obtain a broad sample, through different sources of information, to measure more completely and rigorously the levels of satisfaction of the different customers, based on the triangulation of data of this future investigation.
Customer Relationship Management (CRM) is a system that allows organizations to maintain long-term relationships with their customers, so that both parties obtain a mutual benefit. The present dissertation had as general objective to understand how the evaluation of the satisfaction of external customers in an aeronautical organization is carried out and what improvements need to be implemented to centralize the information obtained in the CRM system and help to effectively perpetuate your business. The study developed by the researcher was based on a case study supported by the analysis and treatment carried out on the Organization's external customer satisfaction data, which were obtained through questionnaires carried out in the years 2017, 2018 and 2019 and which generated the improvement project that was implemented in the Organization. The results of the analysis showed that there was a significant decrease in average values in 2019, exposing the need for improvements in the process of customer satisfaction, given that the Organization already had a CRM system implemented in 2018, Salesforce (SF). This diagnosis was considered as an opportunity to propose the introduction of improvements in the CRM system, having been approved by the Business Group, to create an improvement project, to integrate and review the customer satisfaction assessment process in SF. Thus, the group that was formed to develop the improvement project, using the action research methodology, was led by the researcher. Based on the analysis of the current process, the potentialities of the SF, the specific needs of the Organization and the recommendations of this study, an action plan was outlined. The plan included the creation, structuring and integration of the customer satisfaction process in the SF, the creation of new questionnaires and the ability to collect and process data through the SF, to assist in the development and implementation of improvement actions necessary to increase the Organization's performance. In view of the short time elapsed from the implementation of the improvements by the working group to the defense of this thesis, it was not possible to obtain a suficiente number of responses from customers to constitute an acceptable sample for the analysis and treatment of the results, which allows showing in the present I study the improvement in customer satisfaction. Thus, the final master's work focuses on the analysis and evaluation carried out on the results of the customer satisfaction questionnaires of the last 3 years and the implementation of the ongoing improvement project, to the detriment of the comparative study with the result of the improvement action plans. performed. For this comparative study, it is also intended to consider the feedback from employees (internal customer) whose collection will be carried out in future research, through the implementation of a new questionnaire. The questionnaire will aim to understand the employees' perception of external customer satisfaction and the use of the CRM (SF) system. The purpose is to obtain a broad sample, through different sources of information, to measure more completely and rigorously the levels of satisfaction of the different customers, based on the triangulation of data of this future investigation.
Descrição
Palavras-chave
Processos Projeto de melhoria Satisfação do Cliente Sistema de CRM Processes Improvement Project Customer Satisfaction CRM System
Contexto Educativo
Citação
Lourenço, Inês Sofia de Matos .(2020). “Gestão da relação com o cliente: o caso de uma empresa de aeronáutica”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão