A utilização do banco de dados como fator de sucesso no marketing de relacionamento: um estudo em uma empresa varejista paraibana

Abstract

This article aims to study the use of the database for the definition of relationship marketing strategies by means of a case study in a Paraiba retail company. The use of the database under analysis was crucial for the better understanding of the Company X public and definition of more assertive relationship practices. The study of the case took place through interviews, observation of the CRM system and the projects related to Customer Relationship. A semi-structured interview script was used in interviews. Company X was able to analyze various data sources and divide their customers by ratings and later defined more specific actions for each customer category, making each customer feel unique and bringing better results in the client-company relationship.