Banca de QUALIFICAÇÃO: VITOR SANTOS E PEREIRA

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : VITOR SANTOS E PEREIRA
DATE: 19/06/2023
TIME: 08:15
LOCAL: GOOGLE MEET
TITLE:

CUSTOMER SUCCESS (CS) AS AN INNOVATIVE PROCESS IN CUSTOMER RELATIONSHIP MANAGEMENT.

KEY WORDS:

Customer Success, Relationship Marketing, Processes, High Touch, SEBRAE.

PAGES: 73
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

This study addressed the Customer Success (CS) strategy as an innovative process in customer relationship management. The implementation of CS by SEBRAE in Alagoas was analyzed, focusing on the "High Touch" client portfolio. The results obtained, the mapping of the process and the effectiveness of the relationship with the client in the studied organization were presented. The survey covered companies from different regions, allowing for a comprehensive analysis, and the results obtained have the potential to be replicated in other organizations and environments that promote innovation. The study also offered a theoretical basis on Relationship Marketing and Customer Success, providing a solid basis for research. The Customer Success strategy seeks to add value, engagement and retention through proactive management focused on customer success. The case study described the implementation of CS by SEBRAE, using metrics and strategies, such as IMG, LTV, Health Score, Up Sell, Cross Sell, Onboarding, Ongoing, RTS and Touch Points, with the objective of promoting success and satisfaction customers, as well as the growth of micro and small companies. The results achieved included the evolution in the management maturity of client companies, resulting from the consumption of solutions through the specialized services provided by the company. The work resulted in the construction of a replicable model of customer relationship strategy through CS.

BANKING MEMBERS:
Presidente - 310567 - ELIANA SILVA DE ALMEIDA