A utilização do CRM como uma ação de marketing de relacionamento adotado por uma instituição financeira

Abstract

The Brazilian banking system is increasingly competitive, with no major differences between the products offered by one or other financial institution, and more and more it becomes impersonal because of self-service technologies, so there is the need to give something over to the customer. Besides the process of globalization, it should be noted that the constant development of technology allowing rapid communication and dissemination of large amounts of relevant information in a short space of time, is all-important for the care of the account holders. Given this as a direct impact of globalization and the resulting supply of upcoming products and services to each other, technological change and the volume of information, over the years is witnessing the strength that the client has. Banks are realizing that more and more relationships with their customers are becoming more important, not just more serve them, you need to know them. Demand is thus a systematic relationship between the new company and the customer, where the need to customize the service is the main point of today, given the need to satisfy it, it loyalty and win new customers. So it has been witnessed in recent years, an increasing demand in the use of software packages intended for business management, so-called CRM systems - Customer Relationship Management (Customer Relationship Management). Within this new reality you live in the banking sector this study set out to make a diagnosis of the CRM system's effectiveness in relationship marketing management of a particular financial institution, to provide greater customization in the forms of communication and their loyalty customers.