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CRM na indústria de jogo online
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Resumo(s)
Ao construir relações duradoura com os clientes e garantir a fidelidade à marca, para um gestor é precioso recolher, analisar e tratar as informações dos clientes. A gestão da relação com o cliente (CRM) gera um grande valor para as empresas, devido à sua importância na retenção do cliente. É através de sistemas de informação que a informação detalhada do cliente é trabalhada. CRM é uma das estratégias de Marketing utilizadas para desenvolver relações com o cliente com base nos seus comportamentos passados. Este relatório baseia-se na gestão operacional da estratégia de CRM na empresa Estoril Sol Digital que opera na indústria de jogo online. Onde o principal objetivo de uma estratégia de CRM é otimizar a fidelização dos jogadores de acordo com as necessidades de cada segmento. A experiência descrita no presente documento relaciona os conhecimentos adquiridos ao longo do Mestrado em Estatística e Gestão de Informação, com os desafios práticos da área de estudo. O trabalho desenvolvido teve como foco principal a criação de segmentos de clientes, definição de ciclo de vida do cliente, estágios de vida, estudos estatísticos e desenvolvimento de novas estratégias de CRM.
When building long-lasting relationships with customers and ensuring brand loyalty, it is valuable for a manager to collect, analyze and handle customer information. Customer relationship management (CRM) generates great value for companies because of its importance in customer retention. It is through information systems that detailed customer information is worked out. CRM is one of the Marketing strategies used to develop relationships with the customer based on their past behaviors. This report is based on the operational management of CRM strategy in Estoril Sol Digital company operating in the online gambling industry. In the online gambling industry, the main objective of a CRM strategy is to optimize player loyalty according to the needs of each segment. The experience described in this paper relates the knowledge acquired along the Master in Statistics and Information Management, with the practical challenges of the study area. The work developed had a focus on the creation of customer segments, the definition of the customer lifecycle, life stages, statistical studies, and the development of new CRM strategies.
When building long-lasting relationships with customers and ensuring brand loyalty, it is valuable for a manager to collect, analyze and handle customer information. Customer relationship management (CRM) generates great value for companies because of its importance in customer retention. It is through information systems that detailed customer information is worked out. CRM is one of the Marketing strategies used to develop relationships with the customer based on their past behaviors. This report is based on the operational management of CRM strategy in Estoril Sol Digital company operating in the online gambling industry. In the online gambling industry, the main objective of a CRM strategy is to optimize player loyalty according to the needs of each segment. The experience described in this paper relates the knowledge acquired along the Master in Statistics and Information Management, with the practical challenges of the study area. The work developed had a focus on the creation of customer segments, the definition of the customer lifecycle, life stages, statistical studies, and the development of new CRM strategies.
Descrição
Internship Report presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
Palavras-chave
CRM Jogo Online Medidas de Fidelização Análise de Dados iGaming Loyalty Data Analysis