As estratégias de retenção na manutenção da base ativa de clientes: uma análise em uma empresa de telecomunicações brasileira

Abstract

The Brazilian telecommunications market is becoming more and more competitive and regulated. Both factors implies in more spending in conquering new clients and keeping the actual base, assuring a raise of market share and, as result, more profits to the company. To guarantee this success both service quality and client satisfaction are necessary, but not always possible. Client retention exists to avoid unhappy clients leaving the company before being listened and having their needs attended. The research presented below objectifies to confirm the importance of client retention, especially over volume of retained clients, as well as validate existing strategies, to assure the success of the company through field research and a case study, complemented by bibliographic, documental and experimental research, that shows the impact of retention in the company’s active customer base. That justification follows Marketing, client relationship and retention main theories, either by comparing retention with client acquisition, either by client retention's already consecrated tools, as cross-selling, up-selling and problem solution strategies. Analyzing the data provided by a fixed line telecommunications company, the importance of client retention is noticed, meaning, in one year, one and a half million of clients kept on company’s base and more than half billion of income reais that weren’t lost. In the future, this study might become a base to the search of new tools and solutions to ensure the success of the client retention process in companies.