A importância da utilização do CRM no marketing de relacionamento do setor bancário: uma pesquisa bibliográfica

Abstract

The work aims to discuss the importance of using CRM in Banking Relationship Marketing. Relationship marketing is considered today a fundamental tool for the permanence and development of an organization. Encouraged by the growing competition and technological development, relationship marketing actions aimed at strengthening the relationship between banks and customers. The use of tools and Relationship Marketing and CRM strategies enables better management of information and the development of strategies for increasing satisfaction, retention and loyalty, as the theory assumes. A literature search, to the collection of secondary data collected along with books and periodicals, using the works of Las Casas was held (2006); Kloter (1998); Zenone (2007); Batista (2006) and Reinares (2007). The results showed that as aid organization, the search technology solve the problems faced by banks in relation to their customers through CRM, software that helps the Bank of more effective and integrated to meet, recognize and care for real-time customer and transform data into information disseminated by the organization allow the client to be known and administered by all employees, becoming loyal, satisfied and profitable. For future research, we suggest the topic more deeply, seeking greater understanding of the perceptions and attitudes intrinsic clients with an approach in quality of care.