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Consulta aos Conteúdos
Estatística
Título: THE IMPLEMENTATION OF CRM IN A RETAILER: THE IMPLEMENTATION PROCESS BASED ON IDIC
Autor(es): GABRIEL TAVERNA REIS DOS SANTOS
Colaborador(es): JORGE BRANTES FERREIRA - Orientador
Catalogação: 15/DEZ/2023 Língua(s): PORTUGUESE - BRAZIL
Tipo: TEXT Subtipo: SENIOR PROJECT
Notas: [pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio.
[en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio.
Referência(s): [pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=65460@1
[en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=65460@2
DOI: https://doi.org/10.17771/PUCRio.acad.65460
Resumo:
By definition, the customer is the sole reason for any business s existence. They are the primary - and often the only - source of revenue for a company, and the company must know how to extract the most value from them while gaining significance in their lives and building trust to maintain a loyal and long-lasting relationship. Therefore, effective customer relationship management is essential for generating value and business growth. In the context of the study, we investigated how the Rio de Janeiro-based supermarket chain Zona Sul conceives and implements strategies to develop relationships with its customers. These strategies were evaluated using the IDIC method, developed by renowned customer relationship marketing consultants Don Peppers and Martha Rogers. The study employed a case study model to analyze the retailer s CRM strategies, providing practical illustrations of the strategies, tools, and cultures focused on managing and developing customer relationships.
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