Analysis of the contributions of technologies in customer relationship management
Case Study
DOI:
https://doi.org/10.29327/2384439.3.1-7Keywords:
CRM, Customer segmentation, Communication, EngagementAbstract
The text presents a case study of the implementation of a CRM (Customer Relationship Management) system at ALFA, a large Brazilian financial institution. The motivation was to improve performance in relation to competitors and to solve problems of ineffective customer service and communication. The CRM implementation aims to align communication with individual customer needs and preferences, segmenting them into four groups: Acquisition, Onboarding, Monetization and Retention. To do this, the company uses a decision tree that directs interactions in a personalized way. This approach has already generated positive results, such as an increase in capitalization bond sales and customer engagement.
Challenges include resistance to change, integration between departments and the need for cultural adaptation. The customer survey revealed that the majority prefer personalized communications and consider digital channels such as WhatsApp and email to be the most effective. In conclusion, CRM is essential for strengthening customer relationships and increasing competitiveness, and it is vital to integrate data and technologies for efficient management.
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References
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Copyright (c) 2024 Tiago Carneiro de Araújo, Rosinei Batista Ribeiro, Sergio Assis Machado, Alexandre Formigoni, Elaine Antonio Simões
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