O impacto do CRM social em pequenas empresas inseridas em ambientes B2B
DOI:
https://doi.org/10.5585/exactaep.2021.14651Palavras-chave:
CRM social, Qualidade no relacionamento, Cervejaria artesanalResumo
O presente estudo aborda a qualidade do relacionamento com o cliente no contexto business-to-business (B2B) e avalia a utilização de sistemas do tipo Customer Relationship Management (CRM) baseado na utilização de tecnologias Web 2.0 e mídias sociais. A empresa objeto do estudo é uma cervejaria que utiliza um sistema do tipo CRM social para aumento da confiança no processo de comunicação e da sua capacidade de resposta, além da satisfação do cliente em termos de atendimento individualizado. Adicionalmente propôs-se a utilização de indicadores para avaliar o processo, que consideraram a performance em vendas, nível de atendimento, escala de utilização e efetividade na utilização das mídias sociais. O estudo evidencia que a adoção de sistemas do tipo CRM Social é importante para a empresa do estudo, devido ao interesse na construção de relacionamentos de longo prazo, bem como para a prospecção de novos clientes.
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