Gestão de relacionamento e experiência com o cliente: um estudo de caso aplicado na Salveseg Corretora de Seguros Ltda Me

Abstract

Relationship management and customer experience have become one of the main alliances of organizations facing the competitive market. More than just satisfying the customer, managing the experience of the same is essential to get your loyalty and ensure the survival of a company these days. Loyal customers become partners in the organization, so they become more likely to become totally loyal to it, buying their idea and brand in such a way that they replicate it by selling it to their friends and family through nominations. In this approach, the present work has the objective of developing a relationship management and customer experience management proposal in an insurance broker located in Chapecó / SC. For that, qualitative and exploratory methods, as well as quantitative and descriptive, were carried out through the technique of participant observation and questionnaires, in order to diagnose the marketing actions of relationship and experience of existing clients in the company. The result of the diagnosis demonstrated the company's real needs for relationship marketing. From this, action plans were developed with strategies aimed at managing the relationship and experience with the client in the organization, aiming to interfere in a positive way in this scenario and formalize the existing management practices in the company, through the implementation of software of CRM and the establishment of a sinister flow.