O papel do gerente num contexto de mudança baseada no uso da tecnologia CRM

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DOI: https://doi.org/10.1590/S1415-65552006000100002
Keywords:
information technology, customer relationship management (CRM), organizational change management.

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Raquel Oliveira Xavier
Universidade Federal de Pernambuco
Jairo Simião Dornelas
Universidade Federal do Rio Grande do Sul

Abstract

This work is intended to investigate the manager role, due to the utilization of a Customer Relationship Management System (CRM), that is regarded as the main agent in a technology-based organizational change. The research took place during a deep case study of a company that is, at the same time, user and supplier of technology, and is implementing a CRM system whose main users are regional managers. To produce the research, interviews with the managers were realized, with questions elaborated from the literature revision, in the areas of organizational change, relationship marketing, information technology, and customer relationship management. The content analysis technique was utilized for the collected data examination. Significant results were established about the potentiality of the system use, which requires processes changes and involve a more pro-active managerial posture regarding customer service and contact, making possible a more effective management and a better planning of activities.

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How to Cite
Xavier, R. O., & Dornelas, J. S. (1). O papel do gerente num contexto de mudança baseada no uso da tecnologia CRM. Journal of Contemporary Administration, 10(1), 9-30. https://doi.org/10.1590/S1415-65552006000100002
Issue
Vol. 10 No. 1 (2006): Jan/Mar - 2006
Section
Articles

Since mid-February of 2023, the authors retain the copyright relating to their article and grant the journal RAC, from ANPAD, the right of first publication, with the work simultaneously licensed under the Creative Commons Attribution 4.0 International license (CC BY 4.0), as stated in the article’s PDF document. This license provides that the article published can be shared (allows you to copy and redistribute the material in any medium or format) and adapted (allows you to remix, transform, and create from the material for any purpose, even commercial) by anyone.

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Author Biographies

Raquel Oliveira Xavier, Universidade Federal de Pernambuco

Mestre em Administração pela Universidade Federal de Pernambuco (UFPE). Professora de cursos de graduação e pós-graduação nas áreas de Administração, Marketing e Tecnologia da Informação da Universidade Federal de Pernambuco (UFPE). Gerente regional da empresa CONSIST, empresa de informática. Suas áreas de interesse em pesquisa são relacionadas à área de gerenciamento, CRM e tecnologia da informação.

Jairo Simião Dornelas, Universidade Federal do Rio Grande do Sul

Doutor em Administração pela Universidade Federal do Rio Grande do Sul (UFRGS). Professor dos cursos de graduação e pós-graduação em Administração da Universidade Federal de Pernambuco (UFPE). Suas áreas de interesse em pesquisa são relacionadas à área de SAD, Groupware e CRM.