O USO DE CRM PARA O AUMENTO DE RETENÇÃO DE CLIENTES

Abstract

This research addresses the use of Customer Relationship Management (CRM) and marketing automation as strategies to increase customer retention and Lifetime Value (LTV). The main objective was to analyze the impact of these tools on customer loyalty and the relationship between companies and consumers, based on the hypothesis that personalized and continuous communication contributes to strengthening relationships and extending the customer lifecycle. The methodology adopted was quantitative, with a descriptive approach, and data was collected through a structured questionnaire applied online to 102 participants aged between 18 and 54 years, selected through convenience sampling. The data was analyzed using descriptive statistics with the support of spreadsheets. The results showed that 83% of respondents would repurchase after a positive experience, while 71% would recommend brands that offer personalized communication and exclusive benefits. Furthermore, 60% stated that continuous and personalized communication contributes to their long-term loyalty. However, 49% considered some of the messages received irrelevant, highlighting the importance of communication relevance and timing. It is concluded that the strategic use of CRM and marketing automation significantly contributes to customer retention and increased LTV through personalization, relationship strengthening, and repurchase stimulation. However, its effectiveness depends on the quality and relevance of interactions, reinforcing the need for customer-centric and data-driven strategies.