出版社：Departamento de Engenharia de Produção e Sistemas
摘要：This article discusses the application of the Customer Relationship Management (CRM)
concept in business-to-business. The concept represents a challenge to face every customer as
its own market. In business-to-business the transactions economic value is high and the loss of
a single customer can result in a very negative impact in the company billing. This means that
business should invest far more in building and supporting a relationship with the customers.
The aim of this paper is to indicate the main critical issues of implementation of the CRM
related to the company strategy and the specific CRM structure. It describes an experience
with Sales Force Automation (SFA), which is one of the technological dimensions of CRM.
The adopted methodological approach was a case study in a global electro electronic industry.
In this article firstly are introduced the concepts of CRM and SFA and then are discussed
CRM implementation aspects in business-to-business. The conclusions allow realizing that
the implemented CRM structure gives more productivity to the Sales area and transfer the
customer relationship management control of the salesman to company, and that such results
have the endorsement of strategical actions that systematically are carried through.
