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Relevance of salesforce software on SL Benfica´s customer relationship management practices
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Orientador(es)
Resumo(s)
The present study aims to complement a Work Project developed in partnership with Sport Lisboa e Benfica, as part of the Sports Management Field Lab. The goal is to provide a comprehensive analysis of the potentialities that CRM initiatives can have concerning the learning relationships established between the club and its supporters. For this purpose, a literature review is firstly presented to provide a solid theoretical background, followed by a benchmarking of the best practices of Salesforce software usage and, to conclude, a set of recommendations suited to SL Benfica’s reality.
Descrição
Palavras-chave
Sports management Big data Customer relationship management SL Benfica Salesforce