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Publication
Impacto de Ferramentas Marketing Cloud no CzRM: aplicação Oeiras Valley
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.81 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
O Customer Relationship Management, CRM, é uma das principais
bases para o sucesso de uma organização. O cliente já não é visto
apenas como consumidor de um produto ou serviço, mas como
parte fundamental de todo o processo de desenvolvimento e
implementação. Os serviços públicos começam a ter as mesmas
preocupações para com os seus cidadãos. É neste intuito de
aproximação ao cidadão, que surge o CzRM, Citizen Relationship
Management. Uma poderosa ferramenta para o CzRM é a
utilização dos dados que a cloud gera. É possível automatizar e
direcionar campanhas para cada pessoa, a qualquer hora, em
qualquer lugar. Estas ferramentas podem ser utilizadas de forma a
aproximar os clientes às empresas e os cidadãos aos serviços
públicos. Em 2009 nasceu no município de Oeiras o projeto Oeiras
Valley que pretende transformar o concelho na Silicon Valley
portuguesa. Apesar da grande divulgação, fica a questão se as
pessoas saberão o que é o Oeiras Valley e tirar partido deste novo
eixo estratégico do município. Com este propósito o presente plano
de projeto traduz-se no desenvolvimento de um protótipo de uma
aplicação móvel e seu plano de implementação, para a divulgação
e aproximação dos cidadãos a Oeiras Valley, ao mesmo tempo que
se testou o impacto que as ferramentas de marketing cloud podem
ter no CzRM. Foi realizado um estudo de tipo descritivo e de
metodologia quantitativa e qualitativa e os resultados obtidos
mostram como uma aplicação com ferramentas de marketing cloud
implementadas, ajudam a divulgar e aproximar Oeiras Valley aos
cidadãos, envolvendo os mesmos no presente e futuro do projeto.
Customer Relationship Management, CRM, is one of the main bases for the success of an organization. The customer is no longer seen as only a consumer of a product or service, but as a fundamental part of the entire development and implementation process. Public institutions are beginning to have the same concerns for their citizens. It is in this intention of approaching the citizen, that CzRM, Citizen Relationship Management emerges. A powerful tool for CzRM is the use of data stored in the cloud. It is possible to automate and target campaigns to each person, anytime, anywhere. These tools can be used in order to bring customers closer to companies and citizens to public services. In 2009, the Oeiras Valley project was born in the town of Oeiras, which aims to transform the municipality into the Portuguese Silicon Valley. Despite the great publicity, the question remains whether people know what Oeiras Valley is and take advantage of this new strategic axis of the municipality. For this purpose, the present project plan translates into the development of a prototype of a mobile application and its implementation plan, for the promotion and approximation of citizens to Oeiras Valley, at the same time that the impact of the marketing tools in CzRM was tested. A descriptive investigation with quantitative and qualitative methodology was carried out and the results obtained show how an application with cloud marketing tools implemented, helps to disseminate and bring Oeiras Valley closer to citizens, involving them in the present and future of the project.
Customer Relationship Management, CRM, is one of the main bases for the success of an organization. The customer is no longer seen as only a consumer of a product or service, but as a fundamental part of the entire development and implementation process. Public institutions are beginning to have the same concerns for their citizens. It is in this intention of approaching the citizen, that CzRM, Citizen Relationship Management emerges. A powerful tool for CzRM is the use of data stored in the cloud. It is possible to automate and target campaigns to each person, anytime, anywhere. These tools can be used in order to bring customers closer to companies and citizens to public services. In 2009, the Oeiras Valley project was born in the town of Oeiras, which aims to transform the municipality into the Portuguese Silicon Valley. Despite the great publicity, the question remains whether people know what Oeiras Valley is and take advantage of this new strategic axis of the municipality. For this purpose, the present project plan translates into the development of a prototype of a mobile application and its implementation plan, for the promotion and approximation of citizens to Oeiras Valley, at the same time that the impact of the marketing tools in CzRM was tested. A descriptive investigation with quantitative and qualitative methodology was carried out and the results obtained show how an application with cloud marketing tools implemented, helps to disseminate and bring Oeiras Valley closer to citizens, involving them in the present and future of the project.
Description
Keywords
Marketing Cloud Czrm Aplicação Oeiras Valley