Avalia??o do CRM numa institui??o financeira segundo gerentes de relacionamento

• Autor(a) principal: Guimar?es, Vin?cius da Silva
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da UFRRJ
• Texto Completo: https://tede.ufrrj.br/jspui/handle/jspui/4476
• topic: CRM (Customer Relationship Management); Estrat?gia; Marketing de Relacionamento; Institui??o Financeira; TIC (Tecnologia da Informa??o e Comunica??o).; CRM (Customer Relationship Management); Strategy, Marketing of Relationship; Financial Institution; Information and Comunication Technology ? ICT.; Administra??o

The present work had as objective to verify the effectiveness of the implementation of CRM as a business strategy in a large financial institution according to the point of view of relationship managers. The work involved a bibliographic survey of the themes of strategy, information and communication technology - ICT in banking and Customer Relationship Management - CRM and a field research with relationship managers of the individual segment in the branch network related to the implementation of Customer Relationship Management in the financial institution. It can be verified that the systems before CRM did not display numerous information to allow a contact with the client of assertive form, the financial institution provided a training satisfactory for its employees, a greater integration between the diverse sectors of the organization occurred, the use of CRM has contributed to the increase of the confidence to offer and to sell products, the integration of the legacy systems happened successfully with the CRM system, there was resistance by the employees to use it and the navigation by the applications made available by the CRM system was considered easy. In addition, the survey showed that the CRM system increased the time spent by employees to update customer data, made it possible to increase customer information, improve customer relationships and help achieve the expected results of the bank. Therefore, it was verified that the implantation of the CRM in the financial institution of this study was successful and has contributed to the increase of sales of products and services of the bank. However, the CRM system needs adjustments and improvements to optimize its use, because the system presents problems of slowness and inoperability