Gestão do relacionamento com o cliente - teoria versus prática: uma investigação em três das maiores empresas do Ceará agraciadas com o Prêmio Delmiro Gouveia

Abstract

The objective of this work is to present an investigation which aims to identify the procedures used in the customer relationship management at the three major companies in Ceará awarded with “Delmiro Gouveia Prize” in 2003. A qualitative research was done in order to achieve this goal with three case studies using the method of depth intervew to specify the procedures of Customer Relationship Management (CRM) in these companies based on the theories related to the matter. The results of the qualitative local research were, then, compared to the quantitative research done in Brazil in 2003 by the american consulting, Peppers and Rogers Group. To sum up, the conclusions drawn from these investigations show that the major companies in Ceará know the concepts of the customer relationship management only superficially and although they believe that CRM is a way of being different from their competitors, they do not have a systematic program of CRM but only isolated actions of customer relationship.