GESTÃO DE RELACIONAMENTO COM O CLIENTE E O PAPEL DOS DADOS NA TOMADA DE DECISÕES EMPRESARIAIS

Abstract

Customer Relationship Management (CRM) plays a key role in transforming leads into valuable potential data, being a system that stores crucial customer information. Detailed data analysis as part of CRM can positively or negatively shape customer relationships depending on how that data is interpreted and applied. In this context, data is presented as a crucial tool for identifying trends, creating engaging narratives (storytelling) and studying the competitiveness of the job market. The research underlying this study was based on a comprehensive literature review, including books, articles, and information from reliable sources. Furthermore, examples of companies that have implemented recognized CRM systems are presented, demonstrating how different types of CRM play fundamental roles in business operations, generating competitive advantage and improving organizational performance. Data contextualization and analysis make decisions more informed and effective. This work aims to offer an in-depth analysis of how data management and CRM play a critical role in the context of company-customer relationships in the modern era, aiming to analyze the impact of data on customer relationships, with an emphasis on technological advances post-pandemic. The study explores how these technological changes influenced the dynamics of company-customer relationships, focusing on Customer Relationship Management (CRM) strategies.