O impacto do CRM social em pequenas empresas inseridas em ambientes B2B

Charles Ristow; Edna Gessner; Edson Pacheco Paladini

doi:10.5585/exactaep.2021.14651

Authors

Charles Ristow Universidade Federal de Santa Catarina – UFSC. Florianópolis, Santa Catarina https://orcid.org/0000-0001-9958-9828
Edna Gessner Universidade Federal de Santa Catarina – UFSC. Florianópolis, Santa Catarina https://orcid.org/0000-0001-8673-9452
Edson Pacheco Paladini Universidade Federal de Santa Catarina – UFSC. Florianópolis, Santa Catarina https://orcid.org/0000-0002-8651-0970

DOI:

https://doi.org/10.5585/exactaep.2021.14651

Keywords:

Social CRM, Relationship quality, Craft brewing

Abstract

The present study addresses the quality of the customer relationship in the business-to-business (B2B) context and the use of customer relationship management (CRM) systems using Web 2.0 technologies and social media. The case study was conducted in a microbrewery. The company adopted a CRM system to increase the level of trust in the communication process and responsiveness, as well as customer satisfaction in terms of individualized service. Some KPIs are proposed to evaluate the process, sales performance, service level and effectiveness in the use of social media. In practice, the study shows that CRM data management systems aim to build long-term relationships and prospecting new customers.

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Author Biographies

Charles Ristow, Universidade Federal de Santa Catarina – UFSC. Florianópolis, Santa Catarina

Mestre. Universidade Federal de Santa Catarina – UFSC.

Florianópolis, Santa Catarina – Brasil.

Edna Gessner, Universidade Federal de Santa Catarina – UFSC. Florianópolis, Santa Catarina

Mestre. Universidade Federal de Santa Catarina – UFSC.

Florianópolis, Santa Catarina

Edson Pacheco Paladini, Universidade Federal de Santa Catarina – UFSC. Florianópolis, Santa Catarina

Prof. Doutor. Universidade Federal de Santa Catarina – UFSC. Florianópolis, Santa Catarina

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