Estruturação da implementação de um sistema de CRM com foco na experiência do cliente em uma empresa de pequeno porte do setor de projetos mecânicos

Abstract

Customer Relationship Management (CRM) has increasingly consolidated itself as a strategic element within organizations, although its adoption remains limited among micro and small enterprises (MSEs). The literature highlights a gap in the integration between CRM and Customer Experience (CX), which can lead to unplanned expenses and unsatisfactory results. In this context, this study aims to structure and initiate the implementation of a CRM system oriented toward customer experience in a small engineering company specialized in customized mechanical projects. The adopted methodology initially involved benchmarking with similar companies, enabling the mapping of the most widely used tools in the market and identifying benefits, implementation challenges, and user dissatisfaction. Subsequently, the planning phase was conducted based on the methodologies of Barretto (2007) and Madruga (2021), focusing on the definition of needs, processes, functional requirements, and relationship guidelines. The selection of the CRM tool was carried out using the Analytic Hierarchy Process (AHP) method combined with additional elimination filters, resulting in the choice of RD Station CRM as the most suitable solution for the company’s context. Finally, the initial parameterization of the tool and the definition of next steps for its full adoption were established. The proposed model proved effective and replicable, especially for MSEs seeking to align customer relationship management and customer experience in a strategic and integrated manner.