Application of the Customer Relationship Management (CRM) methodology for the analysis of perceived customer satisfaction in a company in the metalworking sector

Abstract

The high competitiveness scenario imposed by globalization has made organizations always look for a differential that gives them new resources, tools and methods to maintain and expand their business. The objective of the present research is to show, with the help of the methodology Customer Relationship Management (CRM), customer satisfaction regarding the quality of the sidecars manufactured by Empresa Alfa, thus enabling the process of continuous improvement of the products marketed by the organization. Therefore, in order to make the realization visible to employees of the company, in this analysis forms were used in a descriptive and qualitative way, because these research forms allow greater interaction with the daily production organizational line. Through the verification developed during this research, it became possible to verify that the objective of application of the CRM methodology allows to evidence, with the help of the client's opinions, the improvements that can be observed to ensure that the product meets all the clients' needs, considering that this analysis demonstrated the main improvement points in the production of sidecars marketed by the company in evidence.