Adaptação do uso do CRM para projetos de software utilizando métodos ágeis.

Abstract

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.