O papel da tecnologia dentro da arquitetura de soluções de CRM: uma análise nas empresas de serviços no Brasil

Abstract

This thesis work aims to verify the role of technology within the architecture of CRM solutions, focused on services companies in Brazil. Such verification is positioned in the characteristic difficulty of measuring the relationship and importance of technology in this context. Will use theoretical and practical concepts to corroborate the proposed study addressing areas of CRM, companies and services based customer management as well as methodological techniques for the analysis of the research object. Among the techniques is the literature review, semi-structured interviews and analysis of the business managers of the analyzed segment or companies specialized in software implementation and CRM models. The objective of this research is to prove if the technology is critical in CRM solutions for service companies in the Brazilian market. The service sector chosen for the job was the banking sector and the basis of the research was to explore the issues chosen in the top three private banks, namely: Itaú, Bradesco and Santander. Within institutions, elected members and opinion on the subject, the direct participants CRM model their organizations