Marketing de relacionamento: estudo de caso na empresa Santri sistemas

Abstract

It aims analyze the marketing and sales areas of the company Santri Sistemas, proposing improvements to optimize its operations. The goals shared by these areas include attracting and retaining customers, improving the value associated with the brand. Furthermore, they seek to establish solid ties with current and potential customers in the construction materials sector throughout Brazil, aiming to build loyalty through the delivery of high-quality services. The methodology used involved exploratory descriptive research with a qualitative-quantitative approach. Data collection was carried out through interviews with the administrative director, commercial and marketing manager, structured questionnaire was applied to capture customer perceptions. The central problematization addressed issues linked to strategic planning, service and investments in qualification. The results revealed a tendency for areas to be reactive and less proactive. Given this scenario, the study proposes solutions to reverse this dynamic, aiming to make areas more proactive and aligned with the company's strategic objectives.