Mudanças na estrutura organizacional de uma empresa do setor do agronegócio com a implementação do CRM

Abstract

The Brazilian agribusiness has elevated the segment to an economically significant status, with GDP surpassing those of major world economies. Due to its unique characteristics, such as operational seasonality and cyclical production stages, the management of agricultural companies requires different management approaches. For this, some fundamental factors must be considered for business performance, such as communication, financial resources, time, sectors, people, and objectives. Following technological advancement, Customer Relationship Management (CRM) has become a crucial tool when it comes to managing customer relationships and fostering loyalty. CRM offers a wide range of products and services, developed with the purpose of integrating business strategies and practices focused on improving customer service. Its primary responsibility is the organization and secure storage of personal and behavioral customer data, playing a significant role in strategy definition across various company sectors. From this perspective, this study, through a case analysis, investigated how the implementation of CRM at a large company profoundly transformed the organization, overcoming challenges related to traceability and rework with spreadsheets, and promoting greater integration between sales, logistics, and marketing departments. The results show a remarkable improvement in sales forecasting and customer loyalty, along with continuous revenue growth. This advancement results from greater integration between the company’s sectors. In addition to centralizing strategic customer information in a single place, the CRM system enabled personalized service that helped market expansion and optimized the efficiency of operational processes.