{"id":1975,"date":"2019-09-23T16:51:45","date_gmt":"2019-09-23T15:51:45","guid":{"rendered":"https:\/\/liminal.pt\/martech-magazine\/?p=1975"},"modified":"2021-08-09T14:01:49","modified_gmt":"2021-08-09T13:01:49","slug":"era-digital-beneficios-software-crm-em-cada-industria","status":"publish","type":"post","link":"https:\/\/liminal.pt\/martech-magazine\/era-digital-beneficios-software-crm-em-cada-industria\/","title":{"rendered":"Benef\u00edcios de um software CRM por setor de atividade"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Contrariamente ao que algumas pessoas podem crer, o <a href=\"https:\/\/liminal.pt\/produtos\/crm.html\">CRM (Customer Relationship Management)<\/a> \u00e9 um software extremamente \u00fatil para todas as empresas, independentemente da sua dimens\u00e3o, setor de atividade ou modelo de neg\u00f3cio. Dentro da vasta oferta de plataformas existente atualmente, h\u00e1 algumas que se adequam mais a B2B e outras mais direcionadas para B2C. Mas todas elas possuem um benef\u00edcio em comum: colocar o cliente final no centro de toda a organiza\u00e7\u00e3o, melhorando a experi\u00eancia ao longo de toda a jornada de compra. Descubra abaixo o que \u00e9 um software CRM e alguns benef\u00edcios pode trazer em cada ind\u00fastria.<\/p>\n\n\n\n<p class=\"has-text-align-center has-medium-font-size wp-block-paragraph\"><a href=\"https:\/\/liminal.pt\/ebook-como-escolher-crm\/\" target=\"_blank\" rel=\"noreferrer noopener\">Fa\u00e7a download do eBook \u201cComo Escolher um CRM\u201d<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O que \u00e9 um software CRM?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O <a href=\"https:\/\/liminal.pt\/produtos\/crm.html\">Customer Relationship Management (CRM)<\/a> \u00e9 um sistema que gere toda a rela\u00e7\u00e3o com o cliente, visando a sua satisfa\u00e7\u00e3o e fideliza\u00e7\u00e3o a partir da automatiza\u00e7\u00e3o e organiza\u00e7\u00e3o de processos. Deste modo torna-se poss\u00edvel reduzir custos e aumentar os lucros do neg\u00f3cio. Mas, mais do que um software, o CRM \u00e9 um mindset onde o marketing, as vendas e o servi\u00e7o ao cliente andam de m\u00e3os dadas.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Os benef\u00edcios de um software CRM em cada ind\u00fastria<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">1. Ind\u00fastria Transformadora<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Neste preciso momento, estamos a viver a 4\u00aa revolu\u00e7\u00e3o industrial. A era digital e tend\u00eancias como a Internet of Things t\u00eam transformado o dia-a-dia da ind\u00fastria transformadora. <\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Abordagem reativa vs. proativa para atender \u00e0s necessidades dos clientes<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">A par disto, tem tamb\u00e9m acontecido uma mudan\u00e7a profunda no setor: a ind\u00fastria deixou de ser reativa quanto \u00e0s necessidades dos clientes, o que aumentava o tempo gasto entre a conceptualiza\u00e7\u00e3o e o go-to-market. Atualmente, h\u00e1 in\u00fameros dados sobre o que os clientes querem, pelo que \u00e9 imperativo que as empresas tenham uma abordagem proativa na previs\u00e3o de necessidades e produzam a sua oferta em tempo \u00fatil.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Os dados de marketing e vendas continuam em silos<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">Por outro lado, o ERP, que antes era utilizado enquanto agregador de informa\u00e7\u00f5es sobre o cliente, deixou de ser suficiente. Enquanto que este sistema \u00e9 muito eficaz a fornecer uma vis\u00e3o em tempo real de todos os processos da empresa, unindo dados de diferentes departamentos na mesma plataforma, continuam a existir silos de informa\u00e7\u00e3o relacionados com os clientes. Por exemplo, um comercial pode manter os dados relativos \u00e0 prospe\u00e7\u00e3o e oportunidades num Excel e o hist\u00f3rico de emails, chamadas e notas noutro software.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Falta de dados sobre a fase de p\u00f3s-venda<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">Na ind\u00fastria transformadora, a jornada do cliente estende-se muito para al\u00e9m do momento da compra. \u00c9 tamb\u00e9m necess\u00e1rio manter uma boa rela\u00e7\u00e3o com o cliente de modo a levar \u00e0 fideliza\u00e7\u00e3o, a repeti\u00e7\u00e3o da compra e angariar novas oportunidades de neg\u00f3cio. A falta de um sistema que apoie, n\u00e3o s\u00f3 as fases iniciais da jornada de decis\u00e3o, mas tamb\u00e9m a pr\u00e9-venda e o servi\u00e7o ao cliente, e permita recolher o feedback sobre a qualidade do produto para que seja transmitida \u00e0s equipas de planeamento e produ\u00e7\u00e3o, \u00e9 essencial para a ind\u00fastria transformadora e o CRM cumpre um papel fundamental neste objetivo.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Benef\u00edcios do CRM na Ind\u00fastria Transformadora<\/h4>\n\n\n\n<ul class=\"wp-block-list\"><li>Hist\u00f3rico detalhado de cada cliente numa s\u00f3 plataforma, nomeadamente intera\u00e7\u00f5es, campanhas, encomendas, propostas, oportunidades e casos de suporte;<\/li><li>Flexibilidade: acesso a toda a informa\u00e7\u00e3o em qualquer altura e local, atrav\u00e9s de dispositivos m\u00f3veis;<\/li><li>Visualiza\u00e7\u00e3o detalhada do pipeline de vendas;<\/li><li>Gest\u00e3o de territ\u00f3rio, para que cada comercial se concentre na sua \u00e1rea geogr\u00e1fica e perceba qual o desempenho e rentabilidade em cada territ\u00f3rio.<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1388\" height=\"711\" src=\"https:\/\/i1.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/deal-stages-hubspot.gif?fit=1000%2C513&amp;ssl=1\" alt=\"CRM\" class=\"wp-image-2004\"\/><figcaption>Sales Pipeline no HubSpot<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">2. Software e Tecnologia<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">De acordo com um estudo realizado pela <a href=\"https:\/\/www.totango.com\/\">Totango<\/a>, 86% das empresas de SaaS consideram que a aquisi\u00e7\u00e3o de novos clientes \u00e9 a principal prioridade para promover o crescimento e 56% admitem que as renova\u00e7\u00f5es de clientes existentes e o upselling (54%) t\u00eam elevada prioridade. <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"840\" height=\"458\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/grafico1.png?resize=840%2C458&#038;ssl=1\" alt=\"software CRM\" class=\"wp-image-1997\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/grafico1.png?w=953&amp;ssl=1 953w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/grafico1.png?resize=300%2C164&amp;ssl=1 300w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/grafico1.png?resize=768%2C419&amp;ssl=1 768w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/grafico1.png?resize=550%2C300&amp;ssl=1 550w\" sizes=\"auto, (max-width: 840px) 100vw, 840px\" \/><figcaption>Fonte: Totango<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">No entanto, estes desafios apenas podem ser superados com uma eficaz gest\u00e3o da rela\u00e7\u00e3o com o cliente, sobretudo num mercado onde cada vez h\u00e1 mais concorr\u00eancia e em que o elo diferenciador \u00e9 a experi\u00eancia do cliente.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Conseguir a aquisi\u00e7\u00e3o de novos clientes<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">Este poder\u00e1 n\u00e3o ser o principal desafio das grandes empresas de Software e Tecnologia mas, certamente, ser\u00e1 para as de pequena e m\u00e9dia dimens\u00e3o. Neste caso, \u00e9 fundamental conhecer o ICP (Ideal Customer Profile) e utilizar o CRM para definir jornadas e mensagens personalizadas e campanhas de segmenta\u00e7\u00e3o que ajudem cada cliente a evoluir ao longo da jornada de decis\u00e3o. Al\u00e9m disto, o CRM permite tamb\u00e9m interagir com os visitantes do website e fazer o tracking detalhado de cada visita ao website.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Potenciar o Upsell<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">Segundo a <a href=\"https:\/\/www.forbes.com\/sites\/jiawertz\/2018\/09\/12\/dont-spend-5-times-more-attracting-new-customers-nurture-the-existing-ones\/#3081321e5a8e\">Forbes<\/a>, conquistar um novo cliente \u00e9 5 vezes mais caro do que vender algo a um cliente atual. No entanto, esta tarefa \u00e9 dificultada quando as equipas de vendas n\u00e3o t\u00eam acesso \u00e0s ferramentas certas. Para conseguir bons resultados de upsell, os comerciais devem possuir os insights comportamentais dos clientes. Por exemplo, no caso de uma empresa que vende SaaS, \u00e9 important\u00edssimo perceber qual o n\u00edvel de utiliza\u00e7\u00e3o da plataforma e tipo de subscri\u00e7\u00e3o em que o utilizador se encontra, para preparar uma abordagem personalizada de upsell.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Reten\u00e7\u00e3o de clientes atuais<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">67% dos clientes indicam que a m\u00e1 experi\u00eancia de compra \u00e9 o principal motivo da n\u00e3o renova\u00e7\u00e3o da subscri\u00e7\u00e3o (churn) (<a href=\"https:\/\/www.huffpost.com\/entry\/50-important-customer-exp_b_8295772\">Huffington Post<\/a>). Ao fazer o tracking de todos os touchpoints de cada cliente com a empresa, a equipa de vendas consegue perceber quais os temas mais importantes para cada cliente. Al\u00e9m disto, o CRM poder\u00e1 recolher o feedback de cada cliente atrav\u00e9s do envio automatizado de um survey de NPS &#8211; Net Promoter Score.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"678\" src=\"https:\/\/i1.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/beneficios-crm-industria-transformadora.jpg?fit=1000%2C662&amp;ssl=1\" alt=\"software CRM\" class=\"wp-image-1999\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/beneficios-crm-industria-transformadora.jpg?w=1024&amp;ssl=1 1024w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/beneficios-crm-industria-transformadora.jpg?resize=300%2C199&amp;ssl=1 300w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/beneficios-crm-industria-transformadora.jpg?resize=768%2C509&amp;ssl=1 768w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/beneficios-crm-industria-transformadora.jpg?resize=453%2C300&amp;ssl=1 453w\" sizes=\"auto, (max-width: 840px) 100vw, 840px\" \/><figcaption>Fonte: Huffington Post<\/figcaption><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Benef\u00edcios do CRM no setor tecnol\u00f3gico<\/h4>\n\n\n\n<ul class=\"wp-block-list\"><li>Tracking e recolha de dados de intera\u00e7\u00e3o com o website;<\/li><li>Hist\u00f3rico de intera\u00e7\u00e3o e utiliza\u00e7\u00e3o da plataforma SaaS, atrav\u00e9s de API;<\/li><li>Alertas, para a equipa comercial, de utilizadores em fim de contrato;<\/li><li>Integra\u00e7\u00e3o das \u00e1reas de Marketing, Vendas e Suporte num s\u00f3 local, melhorando a experi\u00eancia do cliente.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">3. Servi\u00e7os Financeiros<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">O setor financeiro tem sido um dos que tem sofrido maiores revolu\u00e7\u00f5es com a era digital. Hoje, os clientes esperam obter a mesma experi\u00eancia quando contactam com uma empresa de retalho ou quando falam com um banco, por exemplo. Ou seja, quer seja atrav\u00e9s do website ou presencialmente, num balc\u00e3o do banco, esperam o mesmo grau de personaliza\u00e7\u00e3o e acesso ao hist\u00f3rico de intera\u00e7\u00f5es, como se estivessem a comprar um qualquer outro produto ou servi\u00e7o de natureza n\u00e3o financeira. Isto est\u00e1 a fazer com que a otimiza\u00e7\u00e3o da experi\u00eancia do cliente seja priorit\u00e1ria na maioria dos bancos em todo o mundo.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Personalizar a experi\u00eancia do cliente \u00e0 escala<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">A experi\u00eancia do cliente nas institui\u00e7\u00f5es financeiras depende agora do grau de conhecimento que t\u00eam de cada cliente e da capacidade de personaliza\u00e7\u00e3o da oferta. Apenas recorrendo a um CRM se torna poss\u00edvel manter toda a gest\u00e3o das informa\u00e7\u00f5es dos clientes num \u00fanico local, e acess\u00edvel a toda a organiza\u00e7\u00e3o.  <\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Benef\u00edcios do CRM no setor financeiro<\/h4>\n\n\n\n<ul class=\"wp-block-list\"><li>Hist\u00f3rico atualizado de cada intera\u00e7\u00e3o com a empresa, nomeadamente atrav\u00e9s de e-mail e telefone;<\/li><li>Segmenta\u00e7\u00e3o autom\u00e1tica e envio de campanhas com mensagens personalizadas;<\/li><li>Melhoria do suporte p\u00f3s-venda, atrav\u00e9s de v\u00e1rios canais;<\/li><li>Centraliza\u00e7\u00e3o da informa\u00e7\u00e3o.<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"390\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/gravacao-chamada-zoho-crm.gif?resize=800%2C390&#038;ssl=1\" alt=\"zoho\" class=\"wp-image-2006\"\/><figcaption>Grava\u00e7\u00e3o de uma chamada no Zoho CRM<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">4. Com\u00e9rcio e Retalho<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Embora o eCommerce esteja em franco crescimento, as lojas f\u00edsicas  continuam a representar uma fatia importante do setor retalhista. No entanto, as lojas f\u00edsicas necessitam de se adaptar \u00e0 transforma\u00e7\u00e3o digital para conseguirem continuar a atrair consumidores.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Personaliza\u00e7\u00e3o no mundo offline<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">Segundo a Accenture, 72% dos consumidores t\u00eam maior probabilidade de comprar a um vendedor que os reconhe\u00e7a pelo nome, fa\u00e7a recomenda\u00e7\u00f5es personalizadas baseadas no hist\u00f3rico de compras e conhe\u00e7a este hist\u00f3rico.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"646\" height=\"405\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/accenture-beneficios-crm.jpg?resize=646%2C405&#038;ssl=1\" alt=\"customer experience\" class=\"wp-image-2001\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/accenture-beneficios-crm.jpg?w=646&amp;ssl=1 646w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/accenture-beneficios-crm.jpg?resize=300%2C188&amp;ssl=1 300w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/accenture-beneficios-crm.jpg?resize=479%2C300&amp;ssl=1 479w\" sizes=\"auto, (max-width: 646px) 100vw, 646px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Um CRM permite obter todas estas informa\u00e7\u00f5es em poucos segundos, permitindo aumentar o valor m\u00e9dio por compra em 40% ou mais (Cloudswave).<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Benef\u00edcios do CRM no Com\u00e9rcio e Retalho<\/h4>\n\n\n\n<ul class=\"wp-block-list\"><li>Conhecer cada cliente ao pormenor, bem como o hist\u00f3rico de compras e prefer\u00eancias;<\/li><li>Personalizar a experi\u00eancia de compra de cada cliente;<\/li><li>Segmenta\u00e7\u00e3o e promo\u00e7\u00f5es personalizadas;<\/li><li>Gest\u00e3o da rela\u00e7\u00e3o omnichannel.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Qual o melhor software CRM para a minha empresa?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O caminho para o sucesso come\u00e7a antes do momento da escolha do CRM, com o levantamento de requisitos, processos e necessidades a que a tecnologia dever\u00e1 dar resposta. Para facilitar esta tarefa, prepar\u00e1mos um <a href=\"https:\/\/liminal.pt\/template-requisitos-crm\/\">template de requisitos<\/a> que deve ter em conta quando escolhe um CRM. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Um bom trabalho nesta fase ir\u00e1 garantir que o CRM da sua empresa seja uma pe\u00e7a fundamental para apoiar e amplificar a estrat\u00e9gia, miss\u00e3o, vis\u00e3o e objetivos definidos. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No eBook \u201c<a href=\"https:\/\/liminal.pt\/ebook-como-escolher-crm\/\">Como Escolher um CRM<\/a>\u201d ajudamos a perceber qual a op\u00e7\u00e3o ideal para a sua empresa, explicando de que modo deve listar as suas necessidades e preparar a sua estrat\u00e9gia para integrar um CRM, como avaliar o que existe no mercado, a import\u00e2ncia de envolver os seus colaboradores desde o princ\u00edpio e quais os cuidados a ter na implementa\u00e7\u00e3o da plataforma.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/liminal.pt\/ebook-como-escolher-crm\/\" target=\"_blank\" rel=\"noreferrer noopener\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"646\" height=\"226\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/como-escolher-crm.png?resize=646%2C226&#038;ssl=1\" alt=\"Como escolher um CRM, benef\u00edcios CRM, software CRM\" class=\"wp-image-1949\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/como-escolher-crm.png?w=646&amp;ssl=1 646w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/como-escolher-crm.png?resize=300%2C105&amp;ssl=1 300w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/como-escolher-crm.png?resize=600%2C210&amp;ssl=1 600w\" sizes=\"auto, (max-width: 646px) 100vw, 646px\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n<div class=\"rtng-rating-total\" data-id=\"1975\"><span class=\"rtng-text rtng-title\">Feedback<\/span><div class=\"rtng-star-rating rtng-no-js \" data-rating=\"100\">\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"1\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"2\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"3\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"4\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"5\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div><\/div><span class=\"rtng-text rtng-total\">5 de 5 estrelas. 2 votos.<\/span><\/div><form action=\"\" method=\"post\" class=\"rtng-form\" data-id=\"1975\"><input type=\"hidden\" name=\"rtng_show_title\" value=\"1\"><span class=\"rtng-text rtng-vote-title\">O meu feedback:<\/span><div class=\"rtng-star-rating rtng-no-js rtng-active\" data-rating=\"\"><label class=\"rtng-star\" data-rating=\"1\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"1\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"2\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"2\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"3\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"3\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"4\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"4\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"5\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"5\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><\/div><noscript><input type=\"submit\" name=\"rtng_add_button\" class=\"rtng-add-button\" value=\"Rate\" \/><\/noscript>\n\t\t\t\t<input type=\"hidden\" name=\"rtng_object_type\" value=\"post\">\n\t\t\t\t<input type=\"hidden\" name=\"rtng_object_id\" value=\"0\">\n\t\t\t\t<input type=\"hidden\" name=\"rtng_post_id\" value=\"1975\"><input type=\"hidden\" id=\"rtng_nonce_button\" name=\"rtng_nonce_button\" value=\"b5f424d18a\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/martech-magazine\/wp-json\/wp\/v2\/posts\/1975\" \/><\/form>","protected":false},"excerpt":{"rendered":"<p>Contrariamente ao que algumas pessoas podem crer, o CRM (Customer Relationship Management) \u00e9 um software extremamente \u00fatil para todas as empresas, independentemente da sua dimens\u00e3o, setor de atividade ou modelo &hellip; <\/p>\n","protected":false},"author":2,"featured_media":1992,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[65,34],"tags":[187,68,30,184,186,185],"class_list":["post-1975","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-crm","category-transformacao-digital","tag-comercio-e-retalho","tag-crm","tag-experiencia-do-consumidor","tag-industria-transformadora","tag-servicos-financeiros","tag-software-e-tecnologia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - 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