Gerir as relações com os clientes: Uma estrutura aplicada
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A gestão das relações com os clientes (CRM) parece ser um conceito simples e direto, mas atualmente existem muitos conceitos diferentes de CRM. A compreensão vai desde programas orientados para as TI, concebidos para otimizar o contacto com o cliente, até abordagens abrangentes para o estabelecimento e conceção de relações a longo prazo.
O esforço para estabelecer uma relação significativa com o cliente é caraterístico deste último conceito. O CRM é um processo holístico de aquisição, retenção e crescimento de clientes.
Inclui toda a gestão de relações em linha e fora de linha. .
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