Estratégia de implementação de CRM: um estudo de caso em uma empresa de produtos termoplásticos
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Data
2023-06-22
Tipo de documento
Monografia
Título da Revista
ISSN da Revista
Título de Volume
Área do conhecimento
Engenharias
Modalidade de acesso
Acesso aberto
Editora
Autores
Einsfeld, Leonardo
Orientador
Ackermann, Andres Eberhard Friedl
Coorientador
Resumo
Nos últimos anos, temos observado que a transformação digital tem sido uma das
principais tendências em várias indústrias. O uso de tecnologias para gerenciar o
relacionamento com o cliente de forma mais eficiente e eficaz está se tornando cada
vez mais crucial para o sucesso das empresas, tornando-se um diferencial
competitivo. Este trabalho tem como objetivo propor uma metodologia para a
implementação de um sistema CRM (Customer Relationship Management) visando
melhorar o relacionamento com o cliente em todas as fases do ciclo de vida dele. Além
disso, realizou-se mapeamentos de processos das áreas envolvidas, para
identificação de gargalos e possíveis melhorias. No diagnóstico foram empregadas
ferramentas da qualidade, incluindo fluxogramas, histogramas e diagramas de
Ishikawa. A fim de viabilizar a contratação da ferramenta ao corpo diretivo evidenciou se a reativação de 8% de clientes de uma determinada região através de processos
passiveis de serem automatizados por um sistema CRM. A pesquisa realizada pode
ser classificada como um estudo de caso qualitativo, empírico e exploratório. A coleta
de dados foi realizada na empresa estudada, com foco na área comercial,
possibilitando a compreensão dos processos que estavam envolvidos nas causas
selecionadas para propostas de melhorias. Como resultado, fica evidente a
necessidade da implementação de um sistema CRM, capaz de aprimorar a
performance das equipes envolvidas. Com base nos números apresentados, é
possível identificar a importância de uma abordagem diferenciada junto ao cliente,
visando garantir sua prospecção, acompanhamento e fidelização. Com isso, a
empresa estudada poderá colher benefícios significativos, tais como armazenamento
de informações relevantes sobre os clientes, possibilitando um atendimento
personalizado e assertivo. Além disso, a automação de processos trará ganhos
operacionais e permitirá que os colaboradores se concentrem em atividades mais
estratégicas. Com melhores recursos de análise de dados, a empresa também pode
explorar novas estratégias de mercado, como a criação de campanhas de marketing
mais segmentadas e o desenvolvimento de novos produtos ou serviços.
In recent years, we have observed that digital transformation has been one of the main trends in various industries. The use of technologies to manage customer relationships more efficiently and effectively is becoming increasingly crucial to the success of companies, becoming a competitive differentiator. This work aims to propose a methodology for the implementation of a CRM (Customer Relationship Management) system to improve the relationship with the customer in all phases of his life cycle. In addition, process mapping of the areas involved was carried out to identify bottlenecks and possible improvements. Quality tools were employed in the diagnosis, including flowcharts, histograms and Ishikawa diagrams. In order to make it possible for the management body to hire the tool, 8% of customers in a given region were reactivated through processes that could be automated by a CRM system. The research carried out can be classified as a qualitative, empirical and exploratory case study. Data collection was carried out in the company studied, focusing on the commercial area, enabling the understanding of the processes that were involved in the causes selected for improvement proposals. As a result, the need to implement a CRM system is evident, capable of improving the performance of the teams involved. Based on the numbers presented, it is possible to identify the importance of a differentiated approach with the customer, aiming to guarantee their prospecting, follow-up and loyalty. With this, the studied company will be able to reap significant benefits, such as storing relevant information about customers, enabling a personalized and assertive service. In addition, process automation will bring operational gains and allow employees to focus on more strategic activities. With better data analysis capabilities, the company can also explore new market strategies, such as creating more targeted marketing campaigns and developing new products or services.
In recent years, we have observed that digital transformation has been one of the main trends in various industries. The use of technologies to manage customer relationships more efficiently and effectively is becoming increasingly crucial to the success of companies, becoming a competitive differentiator. This work aims to propose a methodology for the implementation of a CRM (Customer Relationship Management) system to improve the relationship with the customer in all phases of his life cycle. In addition, process mapping of the areas involved was carried out to identify bottlenecks and possible improvements. Quality tools were employed in the diagnosis, including flowcharts, histograms and Ishikawa diagrams. In order to make it possible for the management body to hire the tool, 8% of customers in a given region were reactivated through processes that could be automated by a CRM system. The research carried out can be classified as a qualitative, empirical and exploratory case study. Data collection was carried out in the company studied, focusing on the commercial area, enabling the understanding of the processes that were involved in the causes selected for improvement proposals. As a result, the need to implement a CRM system is evident, capable of improving the performance of the teams involved. Based on the numbers presented, it is possible to identify the importance of a differentiated approach with the customer, aiming to guarantee their prospecting, follow-up and loyalty. With this, the studied company will be able to reap significant benefits, such as storing relevant information about customers, enabling a personalized and assertive service. In addition, process automation will bring operational gains and allow employees to focus on more strategic activities. With better data analysis capabilities, the company can also explore new market strategies, such as creating more targeted marketing campaigns and developing new products or services.
Palavras-chave
Transformação Digital, Relacionamento com o Cliente, CRM, Ferramentas da Qualidade, Área Comercial, Tecnologia da Informação, Marketing, Coleta de Dados, Automação de Processos