CUSTOMER RELATIONSHIP MANAGEMENT (CRM) AS AN IMPORTANT RESOURCE FOR BUSINESS GROWTH

Abstract

There was a time when business marketing strategies focused exclusively on products and how to sell them. However, over time, it was realized that the focus of marketing should shift from products to customers and on how to maintain a good relationship with them. Put this way, this study seeks to analyze the importance of customer relationship management (CRM), considering that this is a very important concept for companies to maintain a more lasting bond with their stakeholders. This is the case of a large agricultural cooperative in the interior of São Paulo, mentioned as a case study in this work, which has grown more and more with the help of CRM tools and resources. What we see from this study is that the more companies listen, understand and put customers at the center of their strategies, the more chances they have of growing and gaining a prominent position in the market.