GESTÃO DO RELACIONAMENTO COM O CLIENTE – ANÁLISE DAS TECNOLOGIAS E DOS PROCESSOS QUE VISAM A FIDELIZAÇÃO E SATISFAÇÃO DOS CLIENTES

Abstract

The relationship between customer and company is a delicate matter to date, many shops and even large brands, sell their products without worrying about customer loyalty or simply counting on the luck that will seek them again, so they need to acquire their products and services. However, today, with the competitiveness and variety of similar products / substitutes and even with the ease provided by E-commerce, which enables the customer to buy without at least leaving the comfort of their home, this has been gaining more and more options and ways to carry out their purchases, in this way, loyalty becomes vital for the survival of companies, and the management of this relationship, makes this loyalty easier, through the knowledge and customization of the service whose purpose it is also generating added value. Thus, this article proposed to discuss the contributions of the CRM tool - Customer Relationship Management in organizations, to investigate the technologies replicated by their use, to understand the processes that aim at loyalty and, finally, to know how the use of this tool can influence the customer satisfaction. In this way, through bibliographical and field research, this work sought information from the local consumers about the relationship, identifying that it is still deficient, also identified the main platforms and functionalities of a CRM, and also how the presented tool is effective to the success of the organization.