Customer Relationship Management – ​​CRM as a management tool for strengthening customer relationships with a focus on commerce. Gislaine César, Sérgio Antônio Loureiro Escuder

Abstract

The quality of service is no longer a strategy of differentiation, but rather a survival need of the company. With this, CRM, as a set of processes and technologies that aims to assist in customer relationship management, involves all the company. The present research aims to identify how the CRM tool can help in the process of improving decision making, as well as helping in the process of improving decision making, as well as exemplifying new ways of dealing with different types of clients. It is a literature review study, where articles with a Portuguese language were searched, in SciELO databases, and works by renowned authors in the area, such as: Kotler (2000), Marques (2006) and others. The market is increasingly innovative, standing out the one that seeks something that attracts and retains the customer. In order to achieve effective, quality service, it is important that the level of service is constantly improved in organizations, seeking knowledge and resources to improve their service. In this way, CRM aims to bring effectiveness in the search for information, generating benefits in decision making and narrowing assertively in the company and customer relationship. It is concluded that the quality service is the basis for the conquest and maintenance of customers, thus, the main objective of the companies is to provide solutions to the needs of their customers. Considering that quality means fulfilling the requirements combined with the customer, for this to happen, it is necessary to have techniques and tools that allow to identify the requirements desired by them and then measure and monitor how to meet those requirements, given these Provided by CRM tools.