Estratégias para melhorar a eficiência de vendas implementadas em aplicativo móvel integrado a técnicas de Customer Relationship Management (CRM)
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Date
2024-12-17
Authors
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Dertzbacher, Juliano
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Schorr, Maria Claudete
Pretto, Fabrício
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Abstract
No cenário atual, a eficiência das visitas e negociações, bem como a satisfação dos clientes, são fatores cruciais para a competitividade das empresas. Muitas organizações enfrentam dificuldades devido à ausência de registro e armazenamento adequado de dados, que, frequentemente realizados de forma manual, aumentam a probabilidade de erros e comprometem a tomada de decisões. Este trabalho propõe o desenvolvimento de um aplicativo móvel integrado a um sistema de CRM, voltado para otimizar o processo de vendas em uma empresa revendedora de máquinas de pavimentação. O diferencial do aplicativo reside na capacidade de cadastrar clientes, registrar negociações e visitas, além de oferecer integração com um painel de gerenciamento web, responsável pelo controle de permissões e organização de tabelas de relacionamento. Os dados coletados são processados e exibidos em dashboards interativos na plataforma Microsoft Power BI, utilizando KPI's, gráficos e mapas para facilitar a gestão e apoiar decisões estratégicas. A metodologia incluiu testes com vendedores, que avaliaram a solução sob os aspectos de eficiência das visitas, monitoramento das negociações e impacto na satisfação dos clientes. O feedback positivo dos vendedores validou a eficácia do sistema, demonstrando como a adoção de tecnologias móveis e CRM pode transformar a cultura de trabalho e melhorar os resultados. Apesar dos desafios técnicos e da resistência inicial dos vendedores em se adaptar a novos métodos de gestão, a abordagem centrada no usuário e a integração de ferramentas modernas foram fundamentais para o sucesso do projeto. Como desfecho, o trabalho promoveu a digitalização dos processos de vendas e visitas, maior controle dos dados e uma tomada de decisão mais precisa, resultando em ganhos significativos para a empresa.
In the current competitive landscape, the efficiency of visits and negotiations, as well as customer satisfaction, are critical for business success. Many organizations face challenges due to the lack of proper data recording and storage processes, which are often conducted manually, increasing the risk of errors and impairing decision-making. This study proposes the development of a mobile application integrated with a CRM system to optimize the sales process in a company that resells paving machinery. The application's main differentiators include its ability to register clients, log negotiations and visits, and integrate with a web management panel that handles permissions and organizes relational tables. The data collected is processed and visualized using interactive dashboards on the Microsoft Power BI platform, featuring KPIs, graphs, and maps to support strategic decision-making. The methodology involved testing with sales representatives, who evaluated the solution in terms of visit efficiency, negotiation monitoring, and customer satisfaction. Positive feedback validated the system’s effectiveness, highlighting how mobile technologies and CRM adoption can transform the company’s work culture and improve performance. Despite initial technical challenges and resistance from sales representatives to adopt new management methods, a user-centered approach and the integration of modern tools were crucial for the project’s success. As a result, the project enabled the digitization of sales and visit processes, improved data control, and enhanced decision-making, leading to significant gains for the company.
In the current competitive landscape, the efficiency of visits and negotiations, as well as customer satisfaction, are critical for business success. Many organizations face challenges due to the lack of proper data recording and storage processes, which are often conducted manually, increasing the risk of errors and impairing decision-making. This study proposes the development of a mobile application integrated with a CRM system to optimize the sales process in a company that resells paving machinery. The application's main differentiators include its ability to register clients, log negotiations and visits, and integrate with a web management panel that handles permissions and organizes relational tables. The data collected is processed and visualized using interactive dashboards on the Microsoft Power BI platform, featuring KPIs, graphs, and maps to support strategic decision-making. The methodology involved testing with sales representatives, who evaluated the solution in terms of visit efficiency, negotiation monitoring, and customer satisfaction. Positive feedback validated the system’s effectiveness, highlighting how mobile technologies and CRM adoption can transform the company’s work culture and improve performance. Despite initial technical challenges and resistance from sales representatives to adopt new management methods, a user-centered approach and the integration of modern tools were crucial for the project’s success. As a result, the project enabled the digitization of sales and visit processes, improved data control, and enhanced decision-making, leading to significant gains for the company.
Description
Keywords
Desenvolvimento mobile; CRM; Gestão de vendas; Business Intelligence; Mobile Development; Sales Management
Citation
BACK, Eduardo. Estratégias para melhorar a eficiência de vendas implementadas em aplicativo móvel integrado a técnicas de Customer Relationship Management (CRM). 2024. Monografia (Graduação em Engenharia de Software) – Universidade do Vale do Taquari - Univates, Lajeado, 11 dez. 2024. Disponível em: http://hdl.handle.net/10737/4710.