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CRM - Customer Relationship Management

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Apresentação do curso de Gestão da Informação na UFPR para a matéria informática aplicada II (business intelligence).
Autores: Cassius Busemeyer, Cristiane Aparecida Luquetta, Rafael Slonik.

Published in: Business, Technology
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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CRM - Customer Relationship Management

  1. 1. ostumer elationship anagement
  2. 2. Anos 50 e 60 Marketing de Massa
  3. 3. 70’s Segmentação
  4. 4. 80’s Nicho
  5. 5. 90’s Individualização
  6. 6. Hoje o Relacionamento acontece em tempo real
  7. 7. Mas, o que é CRM?
  8. 8. “Uma estratégia de negócios voltada para otimizar a lucratividade, vendas e satisfação dos clientes, através da organização da empresa em torno de segmentos de clientes, da adoção de comportamentos voltados para satisfação dos clientes e da implementação de processos e tecnologias que suportem interações coordenadas com os clientes através de canais de relacionamento.” GARTNER GROUP(2000 apud DOMINGUEZ, 2001, p. 2)
  9. 9. O CRMproporciona Mudança nos processos organizacionais Dornelas & Xavier (2003)
  10. 10. Fidelização de Clientes Lovelock & Wright (2002, p. 152)
  11. 11. Custa Menos Compra mais Traz novos clientes CLIENTE FIEL
  12. 12. 52% das empresas não tem CRM, destes 73% querem implantar em 3 anos 60% falham em atingir seus objetivos Peppers (2003, GARRAFONI JUNIOR et al, 2005) Feyo (2001, GARRAFONI JUNIOR et al, 2005)
  13. 13. “numa iniciativa de CRM, o ‘C’ de cliente, é o principal detalhe” Cristiane Belitardo (2000, p.54)
  14. 14. Metodologia Peppers & Rogers Treinamento e mudança organizacional Metodologia Richard Lee Equipe Mkt, TI, Vendas e atendimento Metodologia Miriam Bretzke
  15. 15. E onde coloca-se o tal do CRM?
  16. 16. aplicativos voltados para os clientes CRM Operacional
  17. 17. CRM Analítico relacionado com a inteligência dos sistemas
  18. 18. CRM Colaborativo relacionado a toda interação entre o cliente e os canais de comunicação da organização
  19. 19. Indicadores financeiros: Return On Investment (ROI); Customer Lifetime Value (CLV); Indicadores não financeiros: Balanced ScoreCard (BSC) Schweitzer (2004, p.40-41) Métricas de Marketing Métricas de vendas Métricas de Serviço Pomeranz (2006, slide 15-16)
  20. 20. e com a difusão da internet...
  21. 21. DEITEL, 2003, p. 341 apud GALVIN, 2004, p. 28 Carvalho (2004, p.19) E por isso: mais barato, rápido e acessível Ele é um Web-Service
  22. 22. CRM + Web 2.0 = CRM 2.0
  23. 23. CRM nos anos 90
  24. 24. CRM nos anos 2000
  25. 25. E com a Web 2.0
  26. 26. Blogs Redes Sociais RSS Podcast Wikis Tags Comunidades
  27. 27. Unimed Porto Alegre Antes de implantar CRM: Atendimento padrão. Burocracia e formulários de papel Tempo de espera por um orçamento era de 2 dias
  28. 28. Unimed Cliente
  29. 29. Tempo para fornecer simulação de plano de saúde caiu de 2 dias para SEGUNDOS = Cliente Satisfeito
  30. 30. “Start with the premise of giving customers what they expected from you and more, and figure out how technology helps to do that. Technology is a means not an end” - Jack Carroll
  31. 31. Créditos pelas fotos: Sxc.hu e Flickr.com Referências no próximo slide Obrigado! Cassius Busemeyer - cassiusbusemeyer@hotmail.com Cristiane Luquetta - criscrical@hotmail.com Rafael Slonik – rafael@novo-mundo.org
  32. 32. BARREIROS, A.N.A. Estratégias de CRM para empresas de processamento de dados governamentais. 2001. Dissertação (Mestrado) - Universidade Federal de Santa Catarina, Florianópolis. Disponível em: <http://150.162.90.250/teses/PGCC0631.pdf>. Acesso em: 11 abr. 2007. BELITARDO, C. Modelo de CRM aplicado ao suporte de tecnologia da informação: estudo de caso. 2000. Monografia (Especialização) - Universidade de Taubaté, Taubaté. Disponível em: <www.unitau.br/prppg/cursos/ppga/mba/2000/belitardo_cristiane.pdf> Acesso em: 11 abr. 2007. CARVALHO, R. L. Gestão de relacionamento com o cliente via internet para grupos de pesquisa. 2004. Monografia (Graduação) - Universidade Federal de Goiás, Goiânia. Disponível em: <http://www.eee.ufg.br/cepf/pff/2003/pf2003_38.pdf>. Acesso em: 11 abr. 2007. CASOS de sucesso CRM. Microsoft Corporations, [São Paulo?], 24/01/2004 à 17/10/2006. Disponível em: <http://www.microsoft.com/brasil/produtos>. Acesso em: 11 de abr. 2007. DOMINGUES, S. V. Implantando o CRM - Um estudo de caso. In: SEMINÁRIO EM ADMINISTRAÇÃO, 5., 2001, São Paulo. Anais... SP: Ed. USP, 2001. Disponível em:<http://www.ead.fea.usp.br/Semead/5semead/Mqi/Implantando%20o%20CRM.pdf>. Acesso em: 11 abr. 2007. DORNELAS, J.S.; XAVIER, R.O. Quando o CRM será efetivo em uma empresa?. In: SIMPÓSIO DE ENGENHARIA DA PRODUÇÃO, 10., 2003, Anais... SP: Ed. Unesp, 2003. Disponível em: <www.simpep.feb.unesp.br/anais10/gestaodainformacao/arq03.PDF>. Acesso em: 11 abr. 2007. BARREIROS, A.N.A. Estratégias de CRM para empresas de processamento de dados governamentais. 2001. Dissertação (Mestrado) - Universidade Federal de Santa Catarina, Florianópolis. Disponível em: <http://150.162.90.250/teses/PGCC0631.pdf>. Acesso em: 11 abr. 2007. BELITARDO, C. Modelo de CRM aplicado ao suporte de tecnologia da informação: estudo de caso. 2000. Monografia (Especialização) - Universidade de Taubaté, Taubaté. Disponível em: <www.unitau.br/prppg/cursos/ppga/mba/2000/belitardo_cristiane.pdf> Acesso em: 11 abr. 2007. Referências
  33. 33. CARVALHO, R. L. Gestão de relacionamento com o cliente via internet para grupos de pesquisa. 2004. Monografia (Graduação) - Universidade Federal de Goiás, Goiânia. Disponível em: <http://www.eee.ufg.br/cepf/pff/2003/pf2003_38.pdf>. Acesso em: 11 abr. 2007. CASOS de sucesso CRM. Microsoft Corporations, [São Paulo?], 24/01/2004 à 17/10/2006. Disponível em: <http://www.microsoft.com/brasil/produtos>. Acesso em: 11 de abr. 2007. DOMINGUES, S. V. Implantando o CRM - Um estudo de caso. In: SEMINÁRIO EM ADMINISTRAÇÃO, 5., 2001, São Paulo. Anais... SP: Ed. USP, 2001. Disponível em:<http://www.ead.fea.usp.br/Semead/5semead/Mqi/Implantando%20o%20CRM.pdf>. Acesso em: 11 abr. 2007. DORNELAS, J.S.; XAVIER, R.O. Quando o CRM será efetivo em uma empresa?. In: SIMPÓSIO DE ENGENHARIA DA PRODUÇÃO, 10., 2003, Anais... SP: Ed. Unesp, 2003. Disponível em: <www.simpep.feb.unesp.br/anais10/gestaodainformacao/arq03.PDF>. Acesso em: 11 abr. 2007. LOVELOCK, C.;WRIGHT, L. Administrando relacionamentos e aumentando a fidelidade do cliente.IN_: Serviços de marketing e gestão. São Paulo: Saraiva, 2002. POMERANZ, R. Desafios dos programas de relacionamento com clientes: uma visão estratégica para empresas no Brasil. [São Paulo?]: Rapp Collins, 2006. 35 slides, color. Disponível em: <www.rappcollins.com.br>. Acesso em: 22 abr. 2001. SCHWEITZER, A. Pressupostos para o gerenciamento de soluções de CRM (Customer Relationship Management). 2004. Tese (Doutorado) - Universidade Federal de Santa Catarina, Florianópolis. Disponível em: <http://teses.eps.ufsc.br/defesa/pdf/5071.pdf>. Acesso em: 11 abr. 2007.

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