Avaliação do nível de maturidade do CRM em empresa do ramo de telecomunicações

Abstract

Over the years competition in the corporate world has become more aggressive, and with the advent of the internet the way consumers interact with brands has become more intense. Thus, concepts such as brand value building, customer satisfaction and customer loyalty came to figure, so there was a need for marketing to evolve towards a better relationship with customers, this is reflected in the so-called CRM (Costumer Relationship Management). The following article therefore presents a study on the CRM maturity level of a telecom company, based on the CRM3 model proposed by Sohrabi, Haghighi and Khanlari (2010), which defined at which level the institution is, as well as which would be the limiting factors of evolution and possible improvements to the change of maturity level.