Gestão de relacionamento com o cliente em uma organização no Município de Sousa.

Abstract

Customer relationship management is essential today to create a relationship between the company and the customer, as it is essential for the organization to know and satisfy consumer needs, through assertive strategies, to remain competitive in the market. The present work aims to analyze customer relationship management in a company, in Sousa - Paraíba. The investigation is qualitative, developed using the inductive method, being a field, bibliographic and documentary research, carried out in the environment of a motorcycle resale company, with the purpose of analyzing the area of relationship management, CRM. To achieve the objectives proposed by the work, individual interviews were carried out with the sector manager and the person responsible for the IT area, and a questionnaire was administered to employees. The research results show that the organization can satisfy customer needs and consequently obtain consumer retention and loyalty, creating relationships, and that currently the consumer's focus is not just the product, it is essential for the organization to formulate strategies that help in retention of these customers.