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Publication
Planificação de um sistema de CRM numa empresa turística
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 4.1 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Atualmente, os clientes já não procuram apenas um serviço ou produto, procuram que
estes sejam personalizados, aliados a um atendimento também ele personalizado.
Num setor com concorrência elevada como é o setor do turismo, as empresas vêem-se
obrigadas a inovar e a diferenciar-se das restantes.
Para tal, as empresas tendem a recorrer ao Marketing Relacional de modo a conseguir
criar uma relação mais próxima com os seus clientes. Aliado ao Marketing Relacional
surge o Customer Relationship Managenent (CRM) como um auxílio às empresas na
garantia da personalização do serviço, através de estratégias de marketing de
relacionamento.
Através desde sistema (CRM) as empresas conseguem determinar quais os seus
melhores clientes e informações sobre os mesmos, conseguindo assim elaborar ofertas
adequadas e manter uma comunicação saudável com eles.
O presente projeto foi realizado na HOO!!, uma empresa turística que realiza e organiza
viagens e eventos, que revelou algumas dificuldades em recolher e armazenar dados dos
seus clientes e em manter um contacto constante com os mesmos. Desta forma, a
elaboração deste projeto passa pela planificação de um sistema de CRM que auxilie a
organização no sentido de melhorar a sua performance com os seus clientes.
O objetivo principal do presente estudo é de fazer referência às mais-valias de um
sistema de gestão da relação com o cliente e construir uma planificação do mesmo
baseada nas características da empresa, clientes atuais e potenciais e no mercado onde a
organização se insere. Na medida em que a empresa não possui nenhum sistema deste
género, e visto que apresenta dificuldades que podem ser supridas com o mesmo, este
projeto pode ser considerado benéfico para um futuro próximo da empresa.
Nowadays, customers no longer seek for just a service or product, instead they look what this may become customized, connected to them with a customized service. In a sector with high contendance as is the tourism sector, companies see themselves obliged to innovate and stand out from the remaining ones. For such accomplishment, enterprises tend to explore Relationship Management so they are able to successfully create a closer connection with its clients. Associated with Relationship Marketing arises Customer Relationship Management (CRM) as an aid to companies in the guarantee of service customization, by marketing relationship strategies. Though such system (CRM), companies are able to determine which are their best clients and information on the same, being able to then elaborate adequate offers and keep a healthy communication with them. The current project was accomplished at HOO!!, a touristic company that performs and organizes trips and events, that transmitted some difficulties in gathering and storing data of their clients and also keeping a constant contact with said clients. Thus, the elaboration of this project consists on the planification of a CRM system that auxiliates the management in the meaning of perfecting the companies performance with its clients. The main goal of this study is to make references to the most valuable utilities of a system of management of the relationship with a client and to build a plan of said client based on the companies characteristics, current/potential customers and also the market that the company fits itself in. In the measure in which the company doesn’t possess such a system, and seen that it presents distress that could be suppressed with the usage of such system, this project could be considered beneficial for the company’s future.
Nowadays, customers no longer seek for just a service or product, instead they look what this may become customized, connected to them with a customized service. In a sector with high contendance as is the tourism sector, companies see themselves obliged to innovate and stand out from the remaining ones. For such accomplishment, enterprises tend to explore Relationship Management so they are able to successfully create a closer connection with its clients. Associated with Relationship Marketing arises Customer Relationship Management (CRM) as an aid to companies in the guarantee of service customization, by marketing relationship strategies. Though such system (CRM), companies are able to determine which are their best clients and information on the same, being able to then elaborate adequate offers and keep a healthy communication with them. The current project was accomplished at HOO!!, a touristic company that performs and organizes trips and events, that transmitted some difficulties in gathering and storing data of their clients and also keeping a constant contact with said clients. Thus, the elaboration of this project consists on the planification of a CRM system that auxiliates the management in the meaning of perfecting the companies performance with its clients. The main goal of this study is to make references to the most valuable utilities of a system of management of the relationship with a client and to build a plan of said client based on the companies characteristics, current/potential customers and also the market that the company fits itself in. In the measure in which the company doesn’t possess such a system, and seen that it presents distress that could be suppressed with the usage of such system, this project could be considered beneficial for the company’s future.
Description
Keywords
Customer relationship management CRM Marketing relacional Personalização Turismo