Proposta de implementação de um CRM para fidelização de clientes: um estudo de caso em serviço de uma corretora de seguro de vida

Abstract

Customer relationship management systems have, in recent years, gained considerable relevance in organizations, which are considered valuable resources for them when planned, implemented and managed efficiently. The present study, carried out at the X Unit, aims to determine the most appropriate way of implementing a Customer Relationship Management (CRM) system in an organization providing consulting services. In a first phase, a literature review was carried out in order to deepen knowledge about the main theme of the project: customer relationship management. Then, an analysis of the current situation in which the company finds itself was carried out, having been carried out semi-structured interviews in order to collect relevant information about possible future requirements that the CRM system must fulfill. In order to introduce the technological system into the organization's internal processes, it was necessary to identify and define these, using the Service Experience Blueprint tool. After determining the possible points for improvement, an evaluation of different CRM systems was carried out in order to determine which one would be more adequate to the specificities of the organization object of this study. Based on the chosen CRM system, the aforementioned processes were redesigned and a new organizational process was created in order to guarantee best practices for customer management.