CRM IMPLANTATION METHODOLOGY: TRANSFORMING METHODS AND TECHNIQUES IN RELATIONSHIP



Luciano Matarazzo Regno and Luiz Camolesi Júnior
Faculty of Mathematical Sciences, of the Nature and Information Technology Methodist University of Piracicaba – UNIMEP Rodovia do Açúcar km 156 – Piracicaba – São Paulo - Brazil lmregno@uol.com.br and lcamoles@unimep.br



ABSTRACT: The great corporations viewed a new existence reason: the Customers. They began to develop Information Systems (IS) (Polloni, 2000) capable to transform the relationship with the customers, improving the existent links, increasing each customer's value and, consequently, generating better returns for the company and larger satisfaction for the customers, in search of the fidelity, attitude more and more rare in the marketspace (Bretzke, 2000). The methodologies applied for system implantation project management, addressed for analysis and improvement of processes, are not adapted to CRM, as consolidate through the failure statistics in the CRM system implantation, that now reach 60% of the projects (Peppers, 2001). To balance the actors and technology resources involved is the challenge of the CRM implantation, whose degree of difficulty comes wasting with the perfectioning of the implantation methodologies based on customer (people) requirements. This work approaches the deficiencies of the current CRM implantation methodologies, due to the emphases in the productivity and quality in processes, inherited of the ERP implantation methodologies, enlargin the barriers between the corporation and its customers, increasing the time and invested resources significantly. Besides, solutions are presented for a methodology addressed the Customers (internal and external), for conquest and maintain of markets. Customer, CRM, Implantation Methodology


KEYWORDS: Transport, distribution, road traffic, ant algorithm, multiagent systems, neural networks.

---

Back to MAS2003 Home Page