O impacto do CRM na performance mercadológica de vinícolas

Abstract

The wine sector has achieved greater representation in the economic aspect, both regional and national. The wineries contribute by boosting the sector with the generation of economic results, employability and innovations based on its diverse technologies of management and production. In this sense, the objective of this work is to analyze to what extent the use of customer relationship management tools (CRM) impact on the marketing performance of wineries. In order to do so, it was decided to carry out an exploratory study with a qualitative approach, using as a target audience two wineries in the region of Bento Gonçalves, Rio Grande do Sul. The proposed objectives were reached, as the present study showed that CRM tools impact on growth performance of the wineries before the market and present expressive percentages of collaboration. In addition, it was observed the use of social networks for the relationship with the client and the importance of these for the data collection, which in turn, can point a profitable path for managers of the wineries that analyze and use them in creating strategies to raise their profits.