How does technology drive business success?

The importance of CRM in sales management

Abstract

Based on the introduction and information provided about the interviews carried out, the article's main objective is to analyze the impact of implementing Customer Relationship Management (CRM) in a private college located in the interior of Rio Grande do Sul (RS), focusing on strengthening relationships with customers. Thus, the study seeks to analyze how the application of CRM impacts the performance and efficiency of the educational institution, improving customer relations and business results. Specifically, the research seeks to measure the efficiency of CRM through interviews and identify the advantages that this tool provides in the process of strengthening ties between the educational institution and its students, contributing to the improvement of the educational experience. As indications, the importance of reviving the concept of one-to-one marketing based on personalized service and a deep understanding of customer needs stands out, in an increasingly competitive and impersonal business context. Database technology plays a crucial role in this recovery, allowing individual monitoring of each customer and enabling the personalization of offers. The implementation of CRM is presented as a business strategy aimed at understanding and anticipating customer needs. Furthermore, the advantages of CRM are highlighted, such as increasing customer value, long-term customer retention and reducing sales costs.