FAUSTINO, B. P.; http://lattes.cnpq.br/7706850308614494; FAUSTINO, Bruna Pereira.
Resumo:
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.