Gestão de relacionamento com o cliente (CRM): ferramenta para promover a satisfação e fidelização de seus clientes no mercado atual

Abstract

In the current market, companies want to stand out in an increasingly competitive scenario, and they need to offer the customer something more than simply selling products or services. Given this scenario, this article aims to understand about Customer Relationship Management (CRM), as a necessary tool to promote customer satisfaction and loyalty, and for the growth of the organization in the current context. Given its relevance, the following question arose: how can Customer Relationship Management (CRM) be strategically worked within organizations to satisfy and retain their customers and still ensure competitive advantage in the current market? For the construction of this study, a qualitative approach was used, whose technique used was the bibliographic research based on the main authors based on materials published in books, and on the internet in magazines, articles and on academic research platforms. Customer relationship management (CRM) is a strategy increasingly adopted by organizations, especially with regard to directing the company's relationship with the customer, through the software the information is stored and analyzed establishing the best strategy for satisfy and retain your customer, since they represent the existence of the company. Finally, it is concluded that CRM customer relationship management is an allied tool for organizations in directing excellence in their service, generating in their customers feelings of satisfaction and loyalty regarding the services and products offered.