FERNANDES, E. K. L.; http://lattes.cnpq.br/2429741118622160; FERNANDES, Eddie Kaleb Lopes.
Resumo:
The CRM software (Customer Relationship Management) manages many types of processes, such as
graphic editing, after-sales, customer service, and customer prospecting among others. However, it
has been noticed that marketing agencies also operates in software projects. Ideally, software
projects should be managed in an agile way through consolidated methodologies in software
engineering like SCRUM and XP using specialized software. But deal with two or more software to
meet minor demands is laborious for agencies that have been using CRMs for years. Therefore, the
main goal of this paper is to propose a strategy for adapting the use of CRM to add the concepts of
agile methodologies in software projects and evaluate the gains obtained. In this sense, a survey of
the main CRM software in the market was made; an case study was conducted in a marketing agency
during a real e-commerce implementation project; and the proposed strategy was evaluated through
an opinion survey with the study participants noting that the successful delivery of the project was
directly influenced by the gains with the adaptation of the use of the CRM software in the
implementation phase.