CRM AS A TOLL FOR INCREASE OF CUSTOMER RETENTION AND LOYALTY IN THE BRAZILIAN TELECOMMUNICATIONS MARKET / CRM ENQUANTO FERRAMENTA PARA AUMENTO DE RETENÇÃO E FIDELIZAÇÃO NO MERCADO BRASILEIRO DE TELECOMUNICAÇÕES

AUTOR(ES)
DATA DE PUBLICAÇÃO

2004

RESUMO

This work aims to evaluate, inside the Brazilian telecommunications market, the existing relation between the adoption of the CRM and the question of satisfaction, retention and Consumers` loyalty increment. For this, through interviews lead with Marketing, Customer Service and Information Technology executives, was figured out an overview, where the following aspects has been evaluated: the agreement of the researched organizations in relation to the strategies and CRM tools, the degree of maturity of the CRM initiatives in these organizations, how these organizations make use of the Customers information in order to understand them, and by this way, foster the relationship, creating barriers to the change and, finally, as these organizations discern the CRM while a tool for the increase of Customers satisfaction, retention and loyalty. The interviews disclose the organizations believe in the CRM potential; however there is a way to be covered in relation to make CRM a tool for the increment of Customers satisfaction, retention and loyalty.

ASSUNTO(S)

satisfaction retencao loyalty satisfacao fidelizacao retention

ACESSO AO ARTIGO

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