Resumo

WAKABAYASHI, Jose Luis  e  MERZTHAL, Jorge. Guidelines for the implementation of a customer relations management model in the industrial sector: DAMERA case. estud.gerenc. [online]. 2015, vol.31, n.137, pp.455-462. ISSN 0123-5923.  https://doi.org/10.1016/j.estger.2015.09.001.

In this research, the case method is applied to analyze the implementation of a Customer Relationship Management model in an industrial company. To this end, the Peppers and Rogers's proposal was used and integrated with the characteristics of the specific type of demand used in the industrial sector. A diagnosis was developed in order to evaluate the potential of the company to implement the model, and a matrix of customer classifications was developed. Finally, a survey was implemented for identifying customer segmentation variables and contact points, thereby defining value groups for the company.

Palavras-chave : Strategy; Customer loyalty; Customer relationship.

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