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ISCAP - DM - Logística

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http://hdl.handle.net/10400.22/1152

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Browsing ISCAP - DM - Logística by advisor "Azeredo, Isabel"

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  • Relatório de estágio: análise do processo de gestão da relação da empresa com o cliente, otimização e integração da ferramenta CRM com as restantes plataformas tecnológicas do negócio
    Publication . Fróis, Joana Luísa de Sequeira; Pereira, Maria Teresa Ribeiro; Azeredo, Isabel
    We live in a technologically advanced society, the other side of the world is just a click away. In the same way, our companies’ customers have quick and easy access to all the information too and they are therefore more and more demanding: they constantly want more and better at a lower cost. Using as a case study a shipping company in which an internship took place, a system of Customer Relationship Management (CRM) was analysed in order to verify what reasons led to the abandonment of its use and to realise what can be done in order to reverse such situation. Knowing that this is an industry where product di ferentiation is practically null, the customer’s choice comes down to price. However, customers have been giving more importance to customer service, therefore companies are betting on the development of strong relationships with them. Such relationships are extremely important and can be bene cial to both parties as well as pave the way for customer retention. The construction of such relationships implies a collection of data about the client, from which one can o fer services of greater value. This may give rise to partnerships, and, consequently, to competitive advantages. Thus, the use of CRM tools is being promoted, for storing, analysing and working this information and sharing it with all employees of the company. CRM tools are, therefore, presenting themselves as a valuable asset when betting on customer service and in the relationship with them. After a SWOT analysis and a study of the times, suggestions are presented to the company, from improvements to the existing system, to more complex suggestions, which imply more costs or a break with the existing mode of relationship and dialogue between the company and its customers, but that, in the future, will certainly translate themselves into advantages over competing
    2018-01-24Master thesis Open access Show more