Dados de Clientes no Customer Relationship Management (CRM): estudo de casos múltiplos no desenvolvimento de software
Keywords:
Gestão de Marketing, Marketing de RelacionamentoAbstract
Para que ações de Customer Relationship Management (CRM) sejam efetivas, não basta apenas o desenvolvimento de tecnologias inovadoras. É preciso que estas ferramentas sejam alimentadas com dados pertinentes. Ainda, que sejam corretos e, os mais completos possíveis. A fidelidade dos dados de clientes é necessária para que as ações do Marketing de Relacionamento por meio das soluções de CRM sejam adequadas. Este artigo está dividido em duas etapas. Na primeira foi desenvolvido o panorama teórico. Na etapa seguinte, foram feitas análises empíricas, através de Estudo de Caso na relação entre empresas desenvolvedora e usuária de CRM. Através da condução de entrevistas semi-estruturadas com gestores responsáveis nas respectivas empresas, foram obtidos subsídios que suportam a relevância do adequado uso dos dados de clientes, e também a importância do entendimento e comunicação entre empresas durante a elaboração de uma ferramenta de CRM. Mais que uma referência técnica, a elaboração dos perfis de clientes com base em dados coletados pela firma permitem ações de relacionamento mais próximas dos desejos dos clientes e ações de marketing direcionadas adequadamente ao segmento de mercado almejado. Estudos específicos sobre variáveis técnicas ou operacionais do CRM ainda são requeridos ao entendimento mais completo desse tipo de solução empresarial. Portanto, além de investigar o papel dos dados de clientes, futuras pesquisas devem migrar da visão geral de CRM aos componentes específicos que o compõe, sejam indicadores tecnológicos, organizacionais ou financeiros.
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