{"id":2016,"date":"2019-09-30T17:10:58","date_gmt":"2019-09-30T16:10:58","guid":{"rendered":"https:\/\/liminal.pt\/martech-magazine\/?p=2016"},"modified":"2025-01-22T19:59:19","modified_gmt":"2025-01-22T18:59:19","slug":"crm-o-que-e-beneficios-empresas","status":"publish","type":"post","link":"https:\/\/liminal.pt\/martech-magazine\/crm-o-que-e-beneficios-empresas\/","title":{"rendered":"CRM: O que \u00e9 e quais os Benef\u00edcios"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Ao longo dos \u00faltimos anos tem-se verificado um grande avan\u00e7o tecnol\u00f3gico, e com a enorme quantidade de empresas que t\u00eam surgido no mercado, nota-se cada vez mais a import\u00e2ncia de ter o cliente como principal foco. Assim, \u00e9 fundamental o uso de plataformas, como o <a href=\"https:\/\/liminal.pt\/produtos\/crm.html\">Customer Relationship Management (CRM)<\/a>, que disponham o m\u00e1ximo de informa\u00e7\u00e3o sobre os clientes, de modo a melhorar a experi\u00eancia em todas as fases da jornada de compra. Descubra abaixo alguns dos benef\u00edcios do CRM para as empresas.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>CRM: O que \u00e9?<\/strong><\/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 software respons\u00e1vel por gerir o relacionamento da empresa com o cliente, atrav\u00e9s da automatiza\u00e7\u00e3o e organiza\u00e7\u00e3o dos processos, levando \u00e0 sua satisfa\u00e7\u00e3o e fideliza\u00e7\u00e3o. Ao contar com in\u00fameras informa\u00e7\u00f5es valiosas sobre os clientes, a empresa consegue antecipar as suas necessidades e atuar com uma maior assertividade e personaliza\u00e7\u00e3o, simplificando o processo de venda.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Estudos recentes revelam que as empresas que usam um CRM conseguem:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>7,96\u20ac de retorno por cada euro investido na tecnologia (<a href=\"https:\/\/nucleusresearch.com\/\">Nucleus Research<\/a>)<\/li>\n\n\n\n<li>34% de aumento da produtividade da equipa comercial (<a href=\"https:\/\/www.salesforce.com\/\">Salesforce<\/a>)<\/li>\n\n\n\n<li>14% de redu\u00e7\u00e3o dos ciclos de venda (<a href=\"https:\/\/nucleusresearch.com\/\">Nucleus Research<\/a>)<\/li>\n\n\n\n<li>300% de aumento das taxas de convers\u00e3o (<a href=\"http:\/\/www.cloudswave.com\/\">Cloudswave<\/a>)<\/li>\n\n\n\n<li>29% de aumento das vendas (<a href=\"https:\/\/www.salesforce.com\">Salesforce<\/a>) <\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>5 Benef\u00edcios de usar um CRM<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">1. Vis\u00e3o ampliada da rela\u00e7\u00e3o com o cliente<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Atrav\u00e9s da centraliza\u00e7\u00e3o de informa\u00e7\u00f5es, o CRM permite uma vis\u00e3o mais ampla de todas as intera\u00e7\u00f5es existentes entre um contacto e a empresa. Assim, torna-se poss\u00edvel adequar a mensagem ao interesse espec\u00edfico de cada utilizador e manter as equipas de marketing e vendas atualizadas em rela\u00e7\u00e3o \u00e0 evolu\u00e7\u00e3o da rela\u00e7\u00e3o com cada contacto. <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1351\" height=\"631\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/Zoho-CRM-add-leads-follow-up.gif?fit=1000%2C467&amp;ssl=1\" alt=\"\" class=\"wp-image-2036\"\/><figcaption class=\"wp-element-caption\">Leads no Zoho CRM<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">2. Aumento de produtividade<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ao concentrar todas as informa\u00e7\u00f5es numa s\u00f3 plataforma, tornam-se evidentes as melhorias na comunica\u00e7\u00e3o que da\u00ed adv\u00eam. Ao haver uma maior transpar\u00eancia relativamente \u00e0s informa\u00e7\u00f5es dos clientes, todos os colaboradores podem aceder facilmente a essa informa\u00e7\u00e3o, levando \u00e0 cria\u00e7\u00e3o de processos mais eficientes. Torna-se tamb\u00e9m poss\u00edvel automatizar tarefas rotineiras, como a cria\u00e7\u00e3o de alertas para marca\u00e7\u00e3o de chamadas telef\u00f3nicas ou enviar e-mails e sequ\u00eancias de nurturing diretamente da plataforma. Desta forma, \u00e9 ineg\u00e1vel o aumento de produtividade que a <a href=\"https:\/\/liminal.pt\/produtos\/implementacao-crm-map.html\" target=\"_blank\" rel=\"noreferrer noopener\">implementa\u00e7\u00e3o de um sistema de CRM<\/a> acarreta.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"840\" height=\"541\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/sequencias-campanhas-automatizadas-microsoft-dynamics-crm.gif?resize=840%2C541&#038;ssl=1\" alt=\"\" class=\"wp-image-2034\"\/><figcaption class=\"wp-element-caption\">Cria\u00e7\u00e3o de sequ\u00eancias no Microsoft Dynamics CRM<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">3. Controlo do follow-up da venda<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c9 sabido que muito raramente se fecha uma venda no primeiro contacto com o cliente, pelo que se torna vital fazer um acompanhamento do mesmo, de modo a garantir que a lead n\u00e3o perde o interesse na compra. Segundo um estudo da SiriusDecisions, \u00e9 necess\u00e1rio, em m\u00e9dia, 8 tentativas de contacto para conseguir falar com um prospect. No entanto, muitos dos profissionais de marketing e vendas n\u00e3o fazem mais do que um ou dois contactos, o que acaba por prejudicar bastante as receitas da empresa. Neste sentido, o CRM ajuda a disponibilizar os recursos necess\u00e1rios para fazer um acompanhamento completo e eficaz.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1153\" height=\"553\" src=\"https:\/\/i1.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/organizacao-oportunidades-zoho-crm.gif?fit=1000%2C479&amp;ssl=1\" alt=\"\" class=\"wp-image-2028\"\/><figcaption class=\"wp-element-caption\">Organiza\u00e7\u00e3o de oportunidades no Zoho CRM<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">4. An\u00e1lise e dashboards completos<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ao estar integrado com outras tecnologias utilizadas na empresa, como uma plataforma de automa\u00e7\u00e3o de marketing ou com o website, o CRM permite unificar e gerar reports personalizados, como o closed-loop report ou relat\u00f3rios de performance e objetivos. Ao ter acesso a dados atualizados em tempo real sobre os principais KPI de marketing e vendas, torna-se poss\u00edvel tomar decis\u00f5es factuais e aumentar o lucro no longo-prazo.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"840\" height=\"431\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/zoho-crm-dashboards-analitica.gif?resize=840%2C431&#038;ssl=1\" alt=\"Dashboards, anal\u00edtica, Zoho CRM\" class=\"wp-image-2030\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/zoho-crm-dashboards-analitica.gif?resize=1024%2C526&amp;ssl=1 1024w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/zoho-crm-dashboards-analitica.gif?resize=300%2C154&amp;ssl=1 300w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/zoho-crm-dashboards-analitica.gif?resize=768%2C394&amp;ssl=1 768w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/zoho-crm-dashboards-analitica.gif?resize=584%2C300&amp;ssl=1 584w\" sizes=\"auto, (max-width: 840px) 100vw, 840px\" \/><figcaption class=\"wp-element-caption\">Anal\u00edtica no Zoho CRM<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">5. Melhoria da experi\u00eancia do consumidor<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">O facto do CRM fornecer uma automatiza\u00e7\u00e3o dos processos e o conhecimento de todo o hist\u00f3rico de contacto com o cliente, permite uma maior personaliza\u00e7\u00e3o na abordagem ao mesmo. O conjunto de informa\u00e7\u00f5es disponibilizadas no CRM permite acompanhar toda a jornada do consumidor, fazer a segmenta\u00e7\u00e3o da base de dados e tornar cada contacto mais preciso e relevante. Isto faz com que o cliente tenha uma maior satisfa\u00e7\u00e3o e perce\u00e7\u00e3o do valor da empresa, o que, por sua vez, leva tamb\u00e9m a um aumento do reconhecimento da mesma.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1348\" height=\"736\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/09\/segmentacao-contactos-salesforce.gif?fit=1000%2C546&amp;ssl=1\" alt=\"\" class=\"wp-image-2032\"\/><figcaption class=\"wp-element-caption\"> Segmenta\u00e7\u00e3o no Salesforce<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Como escolher o melhor software de CRM para a sua empresa?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Na escolha do software mais adequado, \u00e9 \u00fatil avaliar a presen\u00e7a de determinadas funcionalidades, como:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Integra\u00e7\u00e3o:<\/strong> o sistema de CRM deve promover a integra\u00e7\u00e3o entre todas as equipas da organiza\u00e7\u00e3o, facilitando a transa\u00e7\u00e3o de informa\u00e7\u00f5es que permitir\u00e3o alcan\u00e7ar melhores resultados. Para al\u00e9m disto, \u00e9 igualmente importante haver uma integra\u00e7\u00e3o com outras ferramentas, nomeadamente email, redes sociais, etc.<\/li>\n\n\n\n<li><strong>Personaliza\u00e7\u00e3o:<\/strong> a possibilidade de filtrar e organizar a informa\u00e7\u00e3o mais importante para a empresa permite um acesso mais r\u00e1pido aos dados, a altera\u00e7\u00e3o de metas, a defini\u00e7\u00e3o de acesso dos funcion\u00e1rios, entre outros benef\u00edcios.<\/li>\n\n\n\n<li><strong>Armazenamento de dados:<\/strong> apesar desta ser a fun\u00e7\u00e3o base de todos os sistemas de CRM, \u00e9 importante relembrar que este armazenamento permite uma an\u00e1lise detalhada de toda a jornada do consumidor, permitindo ver como um consumidor est\u00e1 a reagir \u00e0 oferta, todo o contacto que j\u00e1 foi tido com esse consumidor, quem fez o contacto, quais as dificuldades da equipa de vendas, entre outras informa\u00e7\u00f5es. Isto vai possibilitar a medi\u00e7\u00e3o dos dados e um novo contacto com o cliente no momento mais adequado.<\/li>\n\n\n\n<li><strong>Fornecimento de relat\u00f3rios:<\/strong> o acesso a relat\u00f3rios customizados facilita uma melhor identifica\u00e7\u00e3o de falhas, assim como o reconhecimento de oportunidades de adequa\u00e7\u00e3o.<\/li>\n\n\n\n<li><strong>Acessibilidade:<\/strong> ao escolher um CRM \u00e9 necess\u00e1rio ponderar a prefer\u00eancia da empresa pela localiza\u00e7\u00e3o do sistema em \u201cCloud\u201d ou \u201cOn-premises\u201d. Ter uma acessibilidade em \u201cCloud\u201d permite uma melhor flexibilidade e atualiza\u00e7\u00e3o dos dados. Por outro lado, a instala\u00e7\u00e3o \u201cOn-premises\u201d permite um maior controlo e seguran\u00e7a. Poder\u00e1 obter mais informa\u00e7\u00f5es relativamente a esta funcionalidade no artigo &#8220;<a href=\"https:\/\/liminal.pt\/martech-magazine\/microsoft-dynamics-365-melhor-opcao-cloud-on-premise-hibrido\/\">Dynamics 365: Qual a melhor op\u00e7\u00e3o? Cloud, On-Premise ou H\u00edbrido?<\/a>&#8220;.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Para auxiliar na escolha do software mais adequado para a sua empresa, poder\u00e1 consultar o nosso eBook \u201c<a href=\"https:\/\/liminal.pt\/ebook-como-escolher-crm\/\">Como escolher um CRM<\/a>\u201d, que ajudar\u00e1 a delinear melhor a sua estrat\u00e9gia de integra\u00e7\u00e3o deste sistema, de acordo com as suas necessidades e objetivos.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c9 igualmente fundamental procurar especialistas em MarTech (marketing technologies), como a <a href=\"https:\/\/liminal.pt\">Liminal<\/a>, que ajudar\u00e3o a escolher e implementar a melhor solu\u00e7\u00e3o para a sua empresa.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/liminal.pt\/diagnostico-gratuito\/\">Solicite um diagn\u00f3stico<\/a> \u00e0 sua empresa e fale com um especialista Liminal.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><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\" 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<\/div><div class=\"rtng-rating-total\" data-id=\"2016\"><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=\"2016\"><input type=\"hidden\" 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&hellip; <\/p>\n","protected":false},"author":2,"featured_media":2025,"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],"tags":[189,68,154],"class_list":["post-2016","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-crm","tag-beneficios-crm","tag-crm","tag-customer-relationship-management"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>CRM: O que \u00e9 e quais os Benef\u00edcios | MarTech Magazine<\/title>\n<meta name=\"description\" content=\"Descubra o que \u00e9 um CRM - Customer 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