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CRM - Conceitos básicos

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CRM(Customer Relationship Management) - Conceitos básicos

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CRM - Conceitos básicos

  1. 1. Definição O CRM ou (Customer Relationship Management) é um termo usado para o gerenciamento do relacionamento com o cliente ou ainda um sistema integrado de gestão com foco no cliente, que reune vários processos/tarefas de uma forma organizada e integrada. É uma estratégia de negócio voltada ao entendimento e antecipação das necessidades e potenciais de uma empresa. Para auxiliar estas tarefas e rotinas automatizadas é necessário um software.
  2. 2. Benefícios Ganho de qualidade e eficiência; Diminuição de custos; Aumento dos lucros; Aumentar a taxa de fidelização da clientela (que custa 5 vezes menos do que conquistar novos);
  3. 3. Benefícios Economizar tempo graças à automatização de certas tarefas (aumentar a produtividade); Otimizar a colaboração entre os diversos serviços da empresa (comercial, marketing, serviço pós-venda); Melhorar a reatividade em face de um problema específico (ex : diminuição dos volumes de venda); Contribuir para vantagem competitiva da empresa;
  4. 4. Arquitetura Operacional: que visa os canais de relacionamento, mas exatamente a criação de canais de vendas. Analítica: como o nome já diz é a análise dos dados e informações, de forma que os dados gerem um conhecimento voltado a criar negócios, a parte de inteligência do processo. Tem como objetivo identificar as necessidades dos clientes através do acompanhamento de seus hábitos. Colaborativa: onde o foco é a obtenção do valor do cliente, fundamentada em conhecimento e interação com o cliente. Alguns autores citam o CRM também como uma estratégia de negócio, muito apoiado nos sistemas de informação.
  5. 5. CRM e Informática Gerenciar seus contatos (clientes, contatos, parceiros); Identificar e definir o perfil dos melhores clientes; Organizar a comunicação com seus clientes; Acompanhar as encomendas e as notas fiscais; Antecipar a evolução do mercado; Organizar uma assistência técnica personalizada;
  6. 6. Gestão de Relacionamento com o Cliente
  7. 7. Eduardo Greco - Analista de sistemas; - Sistemas para Internet - UTFPR

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