Título: | THE IMPLEMENTATION OF CRM IN A RETAILER: THE IMPLEMENTATION PROCESS BASED ON IDIC | ||||||||||||
Autor(es): |
GABRIEL TAVERNA REIS DOS SANTOS |
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Colaborador(es): |
JORGE BRANTES FERREIRA - Orientador |
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Catalogação: | 15/DEZ/2023 | Língua(s): | PORTUGUESE - BRAZIL |
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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. |
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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 |
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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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