911 resultados para Gestão de relacionamento com os clientes
Resumo:
This paper aims to provide guidelines for the development of communication strategies and relationship to a Private Institution of Higher Education (PIHE), having as initial activity of this process the definition and distinction of its various stakeholders. Currently, it has become necessary due to changes the scene of higher education has been through. In general, competition is greater, the demands of customers increased, causing the university management to take new directions in order to plan the activities in the most possible professional way. The study enables the public to identify needs and preferences of each group, allowing the creation of communication strategies and more targeted and relationships more prosperous and sustainable, making them competitive advantages in the midst of this tumultuous contemporary educational context. Therefore, it was developed a study of public interest of Faculdades Integradas de Bauru - FIB - coupled with the development of a field research, exploratory and descriptive to get subsidies for a project relationship for the various stakeholders of the institution
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For the last few decades the relationship between companies and their market has been changing, driven by economic and political changes, new social demand, and by the technologic evolution. This new setting, combined with the creation of laws and regulatory agencies, increased the complexity of the relationship between companies and their customers, creating the need for strategies capable of handling the contemporary market's relationship. This context creates the need for new actions to deal with post-sale costume care to create customer loyalty and evaluate its overall satisfaction, in addition to treating possible complaints about their products and services. Along with the new customer's requirements in a dynamic communicational scenario, this paper addresses public relations' role in managing customer's complaints in light of crisis management. Based on the concepts of public relations, the approach of crisis and complaints management processes is constructed based on literature review and analysis of Wet'n Wild São Paulo's claims management. Therefore, the method used was document and content analysis based on documents provided by the company in order to evaluate their actions based on the concepts covered
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This work presents as the central theme the management conducted by the Public Relations' professional regarding the custom relations' channels, focusing on Ombudsman. Its main objective is to discuss, reflect and establish a parallel between these activities, highlighting the importance of these channels on the organization’s communication and relationship process with their customers. Split in three chapters, it begins the discussion about the terminology in Ombudsman, from the meaning and concept of the terms to the comparison with other relationship means with the customer. It is a part of the study a brief history about organizations and their changes over the years, emphasizing the importance of customers and relations for the success of the modern day organizations, considering the Public Relations in this context. The discussion concludes establishing a parallel between the Ombudsman channels and the meaning of public relations in its management, regarding the relevancy of the subject in a highly competitive scenario, in which the customer/person, as a change agent, can be the responsible for the success or failure of organizations. The study tries to focus on showing the importance of the skills and competencies of the Public Relations for the fore mentioned channels, which are not well defined yet.
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The present study aims to investigate the interrelationship between the Relationship Marketing and Public Relations areas, high lighting its strategic value. The main goal is to discuss how the public relations professional can manage the customer loyalty by improving the after-sales services provided, applying it to a specific market such as business a viation. To establish the foundation to support the hypotheses, a revision of the subject literature was made, seeking to break down the barriers between marketing-mainly of relationship and public relations knowledge fields. A consult of the relevant literature was a continuous activity throughout the work. Divided into three chapters, the two first ones of fundamentals concepts, presents an after-sales services scenario, emphasizing the importance of the relationship and the definition of audiences in this area, in addition to a detailed description of the luxury market, a business aviation reality. The third chapter ends the discussion with a relationship proposal for Embraer Executive Jets, through actions based on the studied concepts. By gathering ideas and reflecting about the subject, using them to develop the proposal, a conclusion was resulted: the public relations professional is prepared and essential to build an effective after-sales relationship, since it's concerned about the communication excellence and knows the audiences significance in this process
Resumo:
O trabalho tem como proposta avaliar a postura das organizações nas mídias sociais digitais, considerando o fato de que esses novos ambientes virtuais têm modificado drasticamente a maneira pela qual elas promovem o relacionamento com seus públicos estratégicos. O objetivo principal da pesquisa é identificar e compreender como as organizações se posicionam diante de comentários desfavoráveis nas mídias sociais digitais que possam impactar sua imagem e reputação, bem como mostrar a importância de monitorar constantemente o consumidor e dialogar com ele nos canais digitais para evitar riscos à marca. A metodologia aplicada denomina-se Estudo de Casos Múltiplos, por meio da qual analisaram-se os comentários desfavoráveis às marcas: Vivo, Tim e Oi, na página do Facebook, durante o mês de setembro de 2015. Construiu-se um protocolo de pesquisa, e realizou-se o acompanhamento dessas marcas analisando-lhes os posts e os comentários desfavoráveis coletados no período. Constatou-se, após tais procedimentos que as operadoras apresentam frequentemente dificuldades para se relacionar com os públicos nas mídias sociais digitais, o que as coloca em risco quanto à sua imagem e reputação.
Resumo:
Dissertação apresentada ao Instituto Politécnico de Castelo Branco para cumprimento dos requisitos necessários à obtenção do grau de Mestre em Desenvolvimento de Software e Sistemas Interativos, realizada sob a orientação científica do Doutor Fernando Reinaldo Ribeiro, Professor Adjunto da Escola Superior de Tecnologia do Instituto Politécnico de Castelo Branco
Resumo:
Consumer dissatisfaction, when properly handled, is a significant information source for the manager. Studies in this area allow broadening the understanding of certain customer attitudes and behaviors, such as loyalty, repurchase intention or satisfaction and trust increase. Above and beyond supporting consumer feedback, dissatisfaction can provide significant opportunities for organizational learning. Starting from dissatisfied customer information, companies can detect service flaws and develop new products. This work presents the results of an investigation on the behavior of businesses belonging to the hotel sector in Natal, RN, through the dissatisfaction of their customers. We have sought to map the main problems presented by customers to hotels, in the perception of managers and employees, as well as to understand both the process of dissatisfactionrelated data collection, analysis, and processing, and the utilization of such information by businesses. Beyond this, we have compared the habits of organizations to the company reaction approaches described in the literature: Complaint Handling, Complaint Management, and Dissatisfaction Management. The used methodology has been based on case study. Data was collected via indepth interviews with managers and employees in six hotels, two independent ones and four belonging to national and international hotel networks. We have also made use of documents provided by the organizations, such as guest complaint registers and reports from satisfaction surveys on which content analysis was subsequently performed. The results of the investigation point to a high level of awareness in the companies concerning the importance of consumer dissatisfaction. Even though the maximum grade in the procedure scale is not achieved, it has been observed that answer to dissatisfaction is given in planned and systematic form, geared towards consumer satisfaction and improvement of products and processes. Hotel businesses still have to look into other possibilities for mapping consumer dissatisfaction, which implies, among other aspects, articulation with a range of public and private organizations in such a way as to guarantee sustainability of touristic activities in the long term
Resumo:
This study aims to understand the effects of the mobile marketing use as a relationships tool for companies that operate locally, because of the lack of information about this new marketing tool, as well as the scarcity of studies in this area. This is an exploratory and qualitatively study, based on primary sources, raised through books, articles in the marketing area and the telecommunications industry organs as well as secondary sources. With the purpose to look into the issue, a semi-structured interview is made with the companies managers of the sectors of trade and services in Natal-RN. The advances in technology allow an important discussion focused on the marketing in the new communication technologies scenario. It appears that the mobile marketing adoption and use by local companies is already a reality and companies are awake to changes and technological innovations accessible, especially the mobile telephony as well as convergence with other media. There is, however, that the use of technologies offered by mobile marketing is still limited to the sending of text messages (SMS), despite the numerous possibilities of it use. Moreover, the results obtained with mobile marketing use show that companies can identify them, but there is no effective monitoring in quantity and financial terms. Only affect sales growth and support for progress in loyalty with customers. It shows up that the mentality of not measuring the results still in the plan of changes and technological innovations. The data allow saying that the mobile marketing is a reality, however has not yet signed as a tool for carrying out campaigns and marketing tool for loyalty of customers, despite presenting a wide range of possibilities to streamline and make more effective the marketing businesses process
Resumo:
Consumer dissatisfaction, when properly handled, is a significant information source for the manager. Studies in this area allow broadening the understanding of certain customer attitudes and behaviors, such as loyalty, repurchase intention or satisfaction and trust increase. Above and beyond supporting consumer feedback, dissatisfaction can provide significant opportunities for organizational learning. Starting from dissatisfied customer information, companies can detect service flaws and develop new products. This work presents the results of an investigation on the behavior of businesses belonging to the hotel sector in Natal, RN, through the dissatisfaction of their customers. We have sought to map the main problems presented by customers to hotels, in the perception of managers and employees, as well as to understand both the process of dissatisfactionrelated data collection, analysis, and processing, and the utilization of such information by businesses. Beyond this, we have compared the habits of organizations to the company reaction approaches described in the literature: Complaint Handling, Complaint Management, and Dissatisfaction Management. The used methodology has been based on case study. Data was collected via indepth interviews with managers and employees in six hotels, two independent ones and four belonging to national and international hotel networks. We have also made use of documents provided by the organizations, such as guest complaint registers and reports from satisfaction surveys on which content analysis was subsequently performed. The results of the investigation point to a high level of awareness in the companies concerning the importance of consumer dissatisfaction. Even though the maximum grade in the procedure scale is not achieved, it has been observed that answer to dissatisfaction is given in planned and systematic form, geared towards consumer satisfaction and improvement of products and processes. Hotel businesses still have to look into other possibilities for mapping consumer dissatisfaction, which implies, among other aspects, articulation with a range of public and private organizations in such a way as to guarantee sustainability of touristic activities in the long term
Resumo:
This study aims to understand the effects of the mobile marketing use as a relationships tool for companies that operate locally, because of the lack of information about this new marketing tool, as well as the scarcity of studies in this area. This is an exploratory and qualitatively study, based on primary sources, raised through books, articles in the marketing area and the telecommunications industry organs as well as secondary sources. With the purpose to look into the issue, a semi-structured interview is made with the companies managers of the sectors of trade and services in Natal-RN. The advances in technology allow an important discussion focused on the marketing in the new communication technologies scenario. It appears that the mobile marketing adoption and use by local companies is already a reality and companies are awake to changes and technological innovations accessible, especially the mobile telephony as well as convergence with other media. There is, however, that the use of technologies offered by mobile marketing is still limited to the sending of text messages (SMS), despite the numerous possibilities of it use. Moreover, the results obtained with mobile marketing use show that companies can identify them, but there is no effective monitoring in quantity and financial terms. Only affect sales growth and support for progress in loyalty with customers. It shows up that the mentality of not measuring the results still in the plan of changes and technological innovations. The data allow saying that the mobile marketing is a reality, however has not yet signed as a tool for carrying out campaigns and marketing tool for loyalty of customers, despite presenting a wide range of possibilities to streamline and make more effective the marketing businesses process
Resumo:
No âmbito do Mestrado em Marketing Digital da Universidade Europeia, foi proposto aos alunos no terceiro semestre deste, a realização de uma Dissertação/Projeto Aplicado ou um Estágio Curricular, tendo no meu caso decidido pela opção do Estágio Curricular. Este estágio tem como principal objetivo inserir os alunos no mundo empresarial, para conseguirem aplicar os seus conhecimentos em Marketing Digital, adquiridos nos dois últimos semestres do Mestrado. Este relatório será sobre o estágio que realizei durante o período de 2 de Outubro de 2015 até 15 de Janeiro de 2016, na empresa Work4You – Tratamento e Manutenção Automóvel, Lda. A escolha da empresa foi feita através da minha inscrição num programa criado pelo departamento de Empregabilidade da Universidade, pois este disponibilizou várias ofertas para a realização de estágios curriculares, através de protocolos realizados entre a Universidade e Empresas, onde a Work4You decidiu recrutar-me para a realização do estágio, sendo que, antes ainda, se realizou uma entrevista de apresentação. A Work4You é uma empresa nacional (PME) que presta serviços de Lavagem e Manutenção Automóvel em diversos locais em Lisboa. O meu interesse por realizar o estágio curricular nesta empresa deveu-se às diversas tarefas que me propuseram desempenhar, bem como à possibilidade de melhorar certas lacunas que identifiquei na empresa, que devido aos meus conhecimentos, poderiam ser resolvidas a curto prazo.
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Este trabalho tem por base um estágio curricular no âmbito do Mestrado em Contabilidade e Fiscalidade lecionado no Instituto Superior de Contabilidade e Administração de Coimbra (ISCAC). O presente trabalho tem como principal objetivo expor as tarefas desenvolvidas ao longo do estágio, na empresa “Visabeira – PRO Gestão de Serviços Partilhados, SA”, pertencente ao Grupo Visabeira, situada em Viseu. Assim como, investigar o método de relato utilizado pela entidade acolhedora através da recolha de informação por via de entrevistas a pessoas estrategicamente escolhidas, ligadas diretamente à análise e à divulgação do relatório anual de contas. Devido à extrema importância do tema, o trabalho compreende, igualmente, um enquadramento teórico que se irá debruçar sobre o relato financeiro atual em Portugal com uma análise às obrigações ligadas à prestação de contas, e sobre as possíveis tendências futuras de relato empresarial, como por exemplo, a adoção de um relato integrado a nível mundial sobretudo para as grandes empresas. Das conclusões deste trabalho importa salientar que a adoção do relato integrado será uma mais-valia para qualquer grupo económico mas exigirá um compromisso de mudança em todos os níveis da estrutura organizacional com objetivo de implementar uma filosofia de divulgação de informação transparente e estrategicamente integrada.
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Este trabalho tem como objetivo desenvolver um modelo estratégico de atuação para a área de clientes da empresa Águas do Noroeste, S.A.. Com este estudo pretende-se verificar se esta organização tem uma cultura organizacional orientada para o cliente. Partiu-se do princípio que a orientação para o cliente pode manifestar-se e ser influenciada a vários níveis organizacionais. No sentido de dar resposta a este objetivo, desenvolveram-se diferentes questionários e entrevistas para aplicação aos diversos níveis intervenientes da relação entre a Águas do Noroeste e os seus clientes, quer a nível interno ─ administradores e colaboradores ─, quer a nível externo ─ clientes e empresa parceira/concorrente. Dos resultados obtidos, verificou-se que a cultura organizacional da Águas do Noroeste não se encontra ainda muito voltada para os seus clientes, mas antes para o investimento e qualidade do produto, tendo a gestão de topo plena consciência desse facto. Assim, considerando as informações retiradas da aplicação das entrevistas e inquéritos, delineouse um plano de atuação para a área de clientes que vise a criação de uma área com maior orientação para o cliente, cujo foco seja o maior conhecimento dos desejos e necessidades dos clientes e, que através desse conhecimento seja possível antecipar os mesmos com o objetivo de surpreender os clientes. Nos dias de hoje já não basta satisfazer as necessidades dos clientes. Para marcar a diferença a Empresa terá de surpreender os seus clientes através da antecipação da concretização dos seus desejos e necessidade, objetivo que só será alcançado através de uma maior proximidade e relacionamento com os seus clientes. Ao longo da dissertação foram efetuadas algumas recomendações de estudos mais aprofundados em algumas questões que poderão influenciar negativamente a relação da Empresa com o cliente.
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O principal objetivo deste estudo foi verificar a importância da gestão de riscos e controles internos como resposta a riscos empresariais. A relevância do assunto é respaldada na crescente necessidade apresentada pelas empresas para mitigar seus riscos empresarias com objetivo de enfrentar o mundo globalizado e a acirrada concorrência, além de buscar diferencial na qualidade de gestão empresarial e proporcionar maior valor agregado a seus acionistas. Adicionalmente, foram realizadas pesquisas de mercado, sobre assuntos afins ao tema principal, por meio de aplicação de questionários junto a Unidades de Relacionamento com investidores de grandes empresas brasileiras e a empregados de empresas de auditorias independentes com grande experiência de mercado, permitindo ao leitor visão panorâmica da situação atual dos referidos temas. A metodologia utilizada foi a pesquisa documental e bibliográfica, com utilização de documentos de trabalho e relatórios de consultorias privadas e uso de material acessível ao público em geral como livros, artigos, dissertações, seminários e legislações publicados. Como conclusão, é apresentada seleção contemplando 15 importantes lições.
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Dissertação de Mestrado apresentada à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Mestre em Ciências Empresariais