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Relatório de estágio no Backoffice do departamento de Advantage da Staples Portugal: uma análise do relacionamento com o cliente do canal de vendas B2B
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Advisor(s)
Abstract(s)
O presente trabalho consiste num relatório de estágio para conclusão do mestrado em Gestão e Estratégia Empresarial. O estágio foi realizado no Departamento Comercial da Staples denominado Advantage, que é o departamento responsável pelas vendas B2B da empresa, e cingiu-se na colocação de encomendas de clientes no ERP da empresa, e realização de alguns procedimentos relacionados com plataformas de compras. Tendo dentre objetivos listados para o estágio a melhoria da performance da empresa com impacto no cliente e constatando que a atividade desenvolvida era muito operacional, não permitindo muitos ajustes, por se tratar de inserção de informações num programa. A autora viu como oportuno analisar o relacionamento no canal de venda B2B para que se possa ter informação, no sentido de dar inputs para melhoria da gestão do Departamento. Para alcançar o objetivo foram realizadas cinco entrevistas com funcionários que tem contato direto com os clientes B2B, durante o período em que a estagiária esteve na instituição acolhedora. Os dados foram analisados por cinco categorias, na qual resultou na perceção que a empresa prima em manter um relacionamento de continuidade, proximidade e confiança com os clientes. Pode-se perceber que apesar da empresa ter o CRM disponível, não é utilizado pela equipa comercial, outro elemento verificado nas entrevistas é que a Staples tem realizado melhorias a nível interno, no processo da encomenda, bem como junto dos parceiros, isto é, fornecedores e transportadoras, no sentido de melhorar o relacionamento com o cliente B2B. Por fim constatou-se que apesar de não existir uma estratégia propriamente definida de fidelização dos clientes, a Staples tem procurado fidelizar os clientes de várias formas, nesse sentido, recomenda-se a implementação do CRM, no sentido de retirar todo o proveito que pode advir do mesmo para reforçar a fidelização dos clientes.
The present work consists of an internship report for the conclusion of the master's degree in Management and Business Strategy. The internship was held at the Staples Sales Department called Advantage, which is the department responsible for B2B sales of the company and engaged in placing orders for customers in the company's ERP, and performing some procedures related to purchasing platforms. Having among the objectives listed for the stage the improvement of the performance of the company with impact on the customer and noting that the activity developed was very operational, not allowing many adjustments, because it is the insertion of information in a program. The author saw as opportune to analyze the relationship in the B2B sales channel so that information could be available, in order to provide inputs to improve the management of the Department. To achieve the goal, five interviews were conducted with employees who have direct contact with B2B clients, during the period in which the trainee was in the welcoming institution. The data were analyzed by five categories, which resulted in the perception that the company excels in maintaining a relationship of continuity, proximity and trust with customers. It can be noticed that although the company has the CRM available, it is not used by the commercial team, another element verified in the interviews is that Staples has made internal improvements in the ordering process, as well as with the partners, suppliers and carriers, in order to improve the relationship with the B2B customer. Finally, it was verified that although there is no properly defined strategy of customer loyalty, Staples has sought to retain customers in various ways, in this sense, it is recommended to implement the CRM, in order to withdraw all the profit that can to strengthen customer loyalty.
The present work consists of an internship report for the conclusion of the master's degree in Management and Business Strategy. The internship was held at the Staples Sales Department called Advantage, which is the department responsible for B2B sales of the company and engaged in placing orders for customers in the company's ERP, and performing some procedures related to purchasing platforms. Having among the objectives listed for the stage the improvement of the performance of the company with impact on the customer and noting that the activity developed was very operational, not allowing many adjustments, because it is the insertion of information in a program. The author saw as opportune to analyze the relationship in the B2B sales channel so that information could be available, in order to provide inputs to improve the management of the Department. To achieve the goal, five interviews were conducted with employees who have direct contact with B2B clients, during the period in which the trainee was in the welcoming institution. The data were analyzed by five categories, which resulted in the perception that the company excels in maintaining a relationship of continuity, proximity and trust with customers. It can be noticed that although the company has the CRM available, it is not used by the commercial team, another element verified in the interviews is that Staples has made internal improvements in the ordering process, as well as with the partners, suppliers and carriers, in order to improve the relationship with the B2B customer. Finally, it was verified that although there is no properly defined strategy of customer loyalty, Staples has sought to retain customers in various ways, in this sense, it is recommended to implement the CRM, in order to withdraw all the profit that can to strengthen customer loyalty.
Description
Keywords
Cliente B2B Relacionamento B2B Departamento Comercial