A model for planning, implementing and following the customer relationship managements (CRM) strategy / Um modelo para planejar, implementar e acompanhar a estratégia de CRM (Customer Relationship Management)

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

Inserted in a very competitive scenery, the organizations excel by achieving the sustainable competitive advantage, although it has been more and more ephemeral. In this context, appears the customer relationship management (CRM) as a business strategy. Based on the personalized relationship marketing and on the information technology infrastructure, the CRM represents a viable solution for achieving the sustainable competitive advantage. It must be emphasized, nevertheless, the relevance of the organizational processes and the people, once they constitute the company that adopts the CRMs strategy. On the other hand, it is observed that the matter of managing the relationship with the client, stands out in the academic and market environments. In this way, this researchs object of study is the CRMs strategy, presenting as general objective, the proposition of a model for planning, implementing and following the CRMs strategy. This work is characterized as an exploratory research of a qualitative approach, using the bibliographical and field researches as procedures to achieve its general objective. It can be noticed that, at first, the bibliographical research approaches the general aspects about CRM and further on, the focus represents the literature models and/or approaches about the planning, implementation and follow up of this strategy. Based on the bibliographical revision and preliminary field research, it was developed a prototype of the final model that was submitted to specialistscritiques, suggestions and considerations, during the second phase of the field research, in accordance with the researchs method presented. This way, the models consistency and applicability were verified, considering the proposed model (a set of sequential phases) a method to plan, implement and follow the CRMs strategy. However, some limitations were observed and finally, some future activities were suggested, noticing the CRMs vanguard and the markets need.

ASSUNTO(S)

estratégia de negócio business strategy marketing de relacionamento customer relationship management (crm) relationship marketing tecnologia de informação customer relationship management (crm) information technology

ACESSO AO ARTIGO

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