Gerência do relacionamento com o cliente (CRM – customer relationship management) na gestão de empresas

Abstract

Nowadays, the customer is the controlling force. He is not more moulded and fitting in agreement with the product. The companies that want to highlight in a scenery of high competitiveness need to offer to the customer something more than simply the sale of products or services. In that scenery the Management of the Relationship appears with the Customer (CRM - Customer Relationship Management), a business strategy where the focus is the customer. Like this, a tendency in a lot of organizations is the investment in the conquest of the loyalty of the customers, looking for a long term relationship when assisting them in their specific needs. For that, CRM counts with the help of the concepts of relationship marketing, whose I focus is also the customer and the Information technology, that he/she offers important tools for the collection, storage and the transformation of the data in information that will be fundamental so that the strategy CRM has success.