Customer relationship management in the agricultural machinery market/Customer relationship management no setor de maquinas agricolas

• Published in: Ciência rural 2017-07, Vol.47 (7)
• Main Authors: Nunes, Amanda Leticia Pit, Abi-Saab, Otavio Jorge Grigoli, Ralisch, Ricardo
• Format: Article
• Language: Spanish
• ISSN: 0103-8478
• DOI: 10.1590/0103-8478cr2016Q974

Customer Relationship Management can be regarded as a business approach. The objective was to know the customers, meet their expectations, and thus build customer loyalty. Although, the agricultural sector makes significant economic contributions to the Brazilian market and induces sharp competition among its companies, a huge opportunity still presents itself for the diffusion and implementation of CRM in the agricultural machinery sector. This study aimed to highlight the importance of customer management, by introducing the customer relationship management (CRM) concept. This is possible in the event of reselling agricultural machines, with the intention of retaining the customers and raising the profitability of these companies. It is necessary to understand CRM as more than a mere a concept or a tool. It is a business strategy, an endeavor that must be endorsed by the entire company. The concessionaire must be perceived as greater than a mere reseller. It is to be viewed rather as a problem solver, as one who offers services that are high in quality and meet client specifics. Key words: concessionaire, customer loyalty, CRM, marketing. O Customer Relationship Management pode ser considerado uma estrategia empresarial que visa conhecer seus clientes para atender suas expectativas, na intencao de fideliza-los. Apesar da importancia economica do setor agricola para o mercado brasileiro e o acirramento concorrencial entre suas empresas, ha grande oportunidade para a difusao e implantacao do CRM no setor de maquinas agricolas. O objetivo do presente trabalho foi ressaltar a importancia da gestao dos clientes, inserindo o conceito de gestao do relacionamento com clientes no caso de revendas de maquinas agricolas, com o intuito de reter clientes e aumentar a rentabilidade dessas empresas. O CRM deve ser abordado alem de um conceito ou uma ferramenta, mas como estrategia de negocio, uma missao que deve ser adotada por toda a empresa. A concessionaria deve ser reconhecida, mais que apenas uma revendedora, mas como solucionadora de problemas, prestando servigo de qualidade e adaptado as especificidades de cada cliente. Palavras-chave: concessionaria, fidelizacao de clientes, gestao de relacionamento de clientes, marketing.