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Abstract(s)
O relacionamento com os clientes é um dos principais activos de uma organização. As instituições bancárias cientes da importância do relacionamento com os clientes criaram a figura do Gestor de Cliente e deram-lhe a ferramenta necessária para facilitar a sua tarefa e aumentar o negócio, o CRM. Este, através dos processos e das tecnologias que o compõem pretende ser a ferramenta de excelência do gestor no estabelecimento das relações.
O objectivo final desta investigação é compreender em que ponto as tecnologias e os processos enquanto ferramentas do gestor de cliente contribuem para a construção de relações de sucesso com os clientes.
Para facilitar a investigação constituíram-se três variáveis. Os colaboradores, as tecnologias e os processos. Estes foram agregados num modelo de análise evidenciando as relações que existem entre ambos e evidenciando a sua contribuição para o sucesso no relacionamento com os clientes.
A metodologia utilizada na investigação foi de natureza qualitativa com base em entrevistas exploratórias semi-estruturadas feitas aos gestores de clientes de dois bancos nacionais. Os dados foram analisados pela metodologia qualitativa.
Observou-se que os gestores são da opinião que os processos e as tecnologias facilitam a sua tarefa enquanto gestores facilitando também o estabelecimento de relações com os seus clientes. Todos são da opinião que os processos e as tecnologias são positivos mas sugerem melhorias ao nível das tecnologias e dos processos de modo a fazer uma gestão mais adequada do tempo despendido.
The relationship with customers is one of the main assets of an organization. Banking institutions aware of the importance of customer relationships created the position of Client Manager and gave him the necessary tool to facilitate their task and increase business, the CRM. This, through the processes and technologies that compose it, intends to be the manager tool of excellence in the establishment of relations. The ultimate goal of this research is to understand to what extent the technologies and processes, as tools for client managing, contribute to successful relationships building with customers. To facilitate the investigation three variables were created. Collaborators, technologies and processes. These were aggregated into a model of analysis showing the relationships between them and enhancing their contribution to success in customer relationships. The methodology used in the investigation is qualitative, research was based on semi-structured exploratory interviews with client managers from two national banks. Data were analyzed by qualitative methodology. It was noted that managers are of the opinion that the processes and technologies facilitate their task as client managers, and also facilitate relationship establishment with their customers. All are of the opinion that the processes and technologies are positive, but suggested improvements in technologies and processes in order to make a more appropriate time management.
The relationship with customers is one of the main assets of an organization. Banking institutions aware of the importance of customer relationships created the position of Client Manager and gave him the necessary tool to facilitate their task and increase business, the CRM. This, through the processes and technologies that compose it, intends to be the manager tool of excellence in the establishment of relations. The ultimate goal of this research is to understand to what extent the technologies and processes, as tools for client managing, contribute to successful relationships building with customers. To facilitate the investigation three variables were created. Collaborators, technologies and processes. These were aggregated into a model of analysis showing the relationships between them and enhancing their contribution to success in customer relationships. The methodology used in the investigation is qualitative, research was based on semi-structured exploratory interviews with client managers from two national banks. Data were analyzed by qualitative methodology. It was noted that managers are of the opinion that the processes and technologies facilitate their task as client managers, and also facilitate relationship establishment with their customers. All are of the opinion that the processes and technologies are positive, but suggested improvements in technologies and processes in order to make a more appropriate time management.
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Keywords
Marketing relacional - Bancos Banca portuguesa - Clientes