Gerenciador de relacionamento com o cliente: um enfoque a partir da Gestão da Informação
It deals with the application of Customer Relationship Management in organizations as a technology that provides the management of organizational information. In this sense, part of the characterization of information management and informational flows to which CRM contributes. It clarifies the orig...
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| Formato: | bachelorThesis |
| Idioma: | pt_BR |
| Publicado em: |
Universidade Federal do Rio Grande do Norte
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| Endereço do item: | https://repositorio.ufrn.br/handle/123456789/39891 |
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| Resumo: | It deals with the application of Customer Relationship Management in organizations as a technology that provides the management of organizational information. In this sense, part of the characterization of information management and informational flows to which CRM contributes. It clarifies the origins of the tool in relationship marketing and analyzes the presence of studies on this tool in the area of Information Science. Thus, it aims, in general, to analyze the importance given by the team to CRM as a tool for good customer service and, therefore, observes its execution in the environment of a Call Center, belonging to an oil distribution company located in Natal / RN. To this end, its specific objectives are: to verify the ease of use of CRM by the service team; identify possible causes of noise (informational loss); and detects the use of informal channels for sharing information. From the application of questionnaires to the attendant team, it became possible to verify the importance of the CRM tool in environments with intense information flows. The results show the team's involvement with the tool, its improvements and the recognition of CRM as a tool for good service, which demonstrates a satisfactory involvement with the culture and objectives of the organization. Thus, in an environment where fast and adequate responses to customer needs are required, the use of CRM as an information management tool is a differential. |
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