Computational Tools in Customer Relationship Management:

Study on Motivations and Problems for Implementation in a Real Estate Construction Company

Abstract

Over the years, customer experience management has been highlighted in the corporate world. In order to improve this experience, organizational departments were developed such as Customer Service and, later, more robust Customer Relationship departments. With the high volume of information generated, information systems were needed to carry out the management and also computational tools to operationalize the process. Considering that the need to implement computational tools is a reality for companies from different sectors, the aim of this article is to present a study on the main motivations and problems found in the implementation of computational tools to support customer relationship services, having as a reference a company in the civil construction sector that deals with the difficulty in managing customer service dispersed in different channels. Based on data from consultations and interviews with 5 managers responsible for implementing the tools, were understood as potential implementation results: improvement in information management; improved reliability of information; providing call histories; reports for decision making; reduce response time by providing pre-service via-service chatbot and self-service on the most recurrent topics.