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| 1.31 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Today’s society is technologically advanced, the world is just a click away and our companies’ customers
have easy access to all the information. Therefore, they are increasingly demanding, wanting more and
better at a lower cost. Using as a case study a shipping company, a system of Customer Relationship
Management (CRM) was analysed to verify what reasons led to its abandonment and to realise what to do
to reverse such situation. In this industry product differentiation is practically null, so the customer’s choice
comes down to price. However, customers are paying more attention to customer service, therefore
companies are developing stronger relationships with them. The construction of such relationships implies
data collection on the client, from which one can offer services of greater value. This may lead to
partnerships and competitive advantages. Thus, the use of CRM tools is being promoted for CRM tools
present themselves as a valuable asset. In the end, suggestions are presented, ranging from improvements
to the existing system, to more complex suggestions, costlier or breaking with the existing mode of
relationship and dialogue between company and customers, but that, in the future, will certainly translate
into advantages over competing companies.
Description
Keywords
CRM Shipping Customer service Case study