O presente trabalho tem como objetivo central a proposição de ferramentas de gestão do relacionamento com os clientes, tendo como base analítica a utilização da segmentação dos clientes com foco no mercado industrial ou B2B. Para tanto, a metodologia de segmentação pós-fato proposta pelo autor, denominada de Focometria, terá como base de dados o comportamento histórico de compras dos clientes mensurado pelos descritores: valor, recência e frequência. O valor mede a margem de contribuição gerada por cada cliente; a recência mede o tempo transcorrido entre a data de corte estabelecida e a última operação comercial; e a frequência mede o número de operações comerciais realizadas no período de análise. A metodologia propõe a realização de dois estágios classificatórios da carteira de clientes, onde o primeiro estágio definirá os grupos de clientes e o segundo estágio os categorizará a partir de um ranking proposto. Para isso, o trabalho será estruturado em quatro artigos principais, os quais fazem uso das ferramentas propostas, com o objetivo de melhorar e qualificar a tomada de decisão na gestão do relacionamento dos clientes das organizações. Complementando, a Tese faz referência a um quinto artigo que reforça a aplicação da metodologia de segmentação Focometria na gestão orçamentária de vendas das empresas. Com base nos artigos apresentados conclui-se que a metodologia de segmentação de dois estágios a Focometria, é uma ferramenta eficiente para qualificar e focar a gestão comercial da carteira de clientes das empresas. / The present work has as main objective the proposition of relationship management tools with customers, based on the use of analytical customer segmentation with focus on industrial or B2B market. To this end, the methodology proposed by the author pos-fact segmentation, called Focometria, will be based on the data of customer purchase history behavior measured by key words: value, recency and frequency. The value measures the contribution margin generated by each client; the recency measures the elapsed time between the date of court established and the last commercial operation; and frequency measures the number of commercial operations performed during the analysis period. The methodology proposes two qualifying stages of customer, where the first stage will define the customer groups and the second stage will categorize them from a proposed ranking. For that, the work will be structured in four main articles, which make use of the tools proposed, with the goal of improving and qualify the decision-making on customer relationship management of organizations. Complementing the thesis references a fifth article that reinforces the application of the methodology of segmenting Focometria on budget management of enterprises sales. On the basis of articles presented it is concluded that the two-stage segmentation methodology to Focometria, is an efficient tool to qualify and focus on the commercial management of customer businesses.

The objective of this work is to present an investigation which aims to identify the procedures used in the customer relationship management at the three major companies in Cearà awarded with âDelmiro Gouveia Prizeâ in 2003. A qualitative research was done in order to achieve this goal with three case studies using the method of depth intervew to specify the procedures of Customer Relationship Management (CRM) in these companies based on the theories related to the matter. The results of the qualitative local research were, then, compared to the quantitative research done in Brazil in 2003 by the american consulting, Peppers and Rogers Group. To sum up, the conclusions drawn from these investigations show that the major companies in Cearà know the concepts of the customer relationship management only superficially and although they believe that CRM is a way of being different from their competitors, they do not have a systematic program of CRM but only isolated actions of customer relationship. / Neste trabalho à apresentada uma investigaÃÃo que visa identificar quais as prÃticas que estÃo sendo utilizadas na gestÃo do relacionamento com o cliente nas trÃs maiores empresas do Cearà agraciadas com o PrÃmio Delmiro Gouveia de 2003. Para tanto, foi feita uma pesquisa qualitativa, com 3 estudos de caso, utilizando o mÃtodo de entrevista em profundidade, a fim de detalhar as prÃticas de GestÃo do Relacionamento com o Cliente (CRM) nessas empresas, tendo como base teorias que abordam a temÃtica em questÃo. Os resultados da pesquisa qualitativa local foram, entÃo, comparados com os resultados quantitativos de uma pesquisa realizada no Brasil, em 2003 pela consultoria americana, Peppers and Rogers Group. Em sÃntese, as conclusÃes extraÃdas dessas investigaÃÃes mostram que as maiores empresas do Cearà conhecem os conceitos de gestÃo do relacionamento com o cliente de uma forma superficial, e, embora acreditem que o CRM seja uma forma de se diferenciar da concorrÃncia, nÃo possuem um programa de CRM sistematizado, mas aÃÃes isoladas de relacionamento com o cliente.

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This dissertation presents an analysis of economic viability of smart meters installation, building scenarios of probable behaviors of the residential consumers and the hourly rate which includes the concept of smart grids. The study takes account the smart meters implementation costs under the consumer point of view, using investment economic analysis concepts. The scenarios obtained from PROCEL INFO graphics and excel spreadsheets calculations compare conventional fare to different hourly rates using smart meters. From this context, it is possible observe the monthly savings that were obtained and the investments return period. The results show the investments economic viability and the priority of this new technology installation, considering that the installations shall be made first in the most viable regions. These results may turn possible a strategy that creates an order to the smart meters implementation. / Esta dissertação apresenta uma análise da viabilidade econômica da instalação de medidores inteligentes, construindo cenários de prováveis comportamentos dos consumidores residenciais e a tarifa horária que contempla o conceito de redes inteligentes. O estudo leva em consideração os custos de implantação destes medidores sob a ponto de vista do consumidor, utilizando conceitos de análise econômica de investimentos. Os cenários, construídos a partir dos gráficos do PROCEL INFO e com cálculos efetuados com o auxílio de planilhas do Excel, comparam a tarifa convencional com as tarifas horárias diferenciadas utilizando medidores inteligentes. Dentro deste contexto, é possível observar a economia mensal que é obtida e o prazo de retorno do investimento. Os resultados obtidos indicam viabilidade econômica de investimento e uma prioridade na instalação desta nova tecnologia, considerando as regiões do Brasil mais viáveis como sendo as primeiras à implantação. Com as contribuições deste estudo, por exemplo, permite-se traçar estratégias de implantação de medidores inteligentes.

Co-creation is a new approach to the development of videogames, films, television, music and other creative services. It is a manifestation of open innovation paradigm where the firm collaborates with customers in new service development (NSD) activities. Firm can either co-create with individual customers, or with customer communities. Customers may substantially contribute to ideation, design, production, testing, marketing or distribution of a new or existing service. Customer networks, because of their intrinsic and extrinsic motivations, contribute to the development of services. They have a potential to innovate, as their ideas come from the outside of the organization and reflect their need-related knowledge. Via co-creation a firm can also learn about unarticulated or future customer needs, and what kind of service features they would pay the most for. Co-creation has also benefits for marketing. By inviting customers to participate in their activities, firms can capitalize on positive word of mouth and increased value ascribed to their services. They can also engage in new models of raising finance, i.e. crowdfunding. We studied thirteen videogames firms in North America and in Western Europe. Our goal was to gain insight into their NSD activities when customers were also involved. We observed those studios’ co-creation practices, tracked their communications with customers, and spoke to employees in all levels and functions of those firms. We also participated in various related events. We identified three ideal types of co-creation practice: structured, semi-structured, and loose, and ordered the firms into three cases according to these types. We investigate the main factors that determine co-creation’s practice in firms, as well as firms’ ability co-create. This includes a firm’s propensity for and style of co-creation. We identify four relevant co-creation competences which, together with funding arrangements and organizational culture, influence co-creation. We find that co-creation can occur via formal, as well as informal channels. Informal co-creation takes place on the level of individual interactions between employees and customers (and is linked to hidden innovation), while formal relies on the strategic use of contests, volunteer programs, as well as other legally-regulated exchanges. Firms can use co-creation in NSD to source ideas from the customers, as well as to enhance their marketing by redefining customer relationship. Still, co-creation also has a profound transformative effect on the organization itself. We identify the sites within a firm that are affected by co-creation. Those sites go beyond just the content of the service, and include functions of the firm that normally are hidden from customers (back-end and service design functions). The new service development is also affected. Similarly, the way that firm interacts with its customers is transformed, too.

Magister Commercii (Industrial Psychology) - MCom(IPS) / The primary aim of this thesis was to undertake research in a Higher Education and Training Institution in a Provincial Government Department in the Western Cape to determine which variables affect the services that are being delivered and the quality of the services and how these services could be improved. The population selected for the purpose of the research was a large number of students at a Higher Education and Training Institution in a Provincial Government Department in the Western Cape. A research sample represented by a subset of participants from this organisation was selected. A biographical questionnaire and the SERVQUAL questionnaire were administered to a sample of 130 students enrolled at a Higher Education Institution in the Western Cape. The results indicate that there are significant relationships between selected biographical variables and perceptions of service quality. Moreover, there were also statistically significant differences in perceptions on the variables Reliability, Responsiveness, Assurance, Tangibles and Empathy. Tentative conclusions can be drawn from the results and recommendations regarding future research are highlighted. / South Africa

This Master´s thesis deals with creating a business plan, which covers the construction of a climbing centre in Vrchlabí. The goal of the thesis is to assess the feasibility of the project based on the created business plan. The thesis is divided into two main parts. The first, theoretical part, deals with a difference between an entrepreneur and a relationship of employment, reasons to run a business, but above all, reasons for creating a business plan and its structure. The practical part includes a business plan itself with a detailed structure of the whole project, a financial plan and all necessary steps and actions that need to be done for its successful realization. The greatest emphasis is placed on the analysis of potential customers as a key factor of the success of the project. Evaluation of the project profitability and success in existing conditions comes in the conclusion of the thesis.

This thesis deals with the management of the receivables of BAK,Inc. In the theoretical part are characterized receivables from the perspective of legal, accounting and tax. Further is described the management of receivables and this description is based on the elements of management of receivables, ie analysis of customers, terms of trade, recovery of receivables and, finally, monitoring the status and trends of the receivables. The core of this work is the description of the specific receivables management system in BAK, Inc., which is divided into two fundamental dimensions, namely the prevention and recovery. In conclusion of the practical part are analyzed the structure and status of receivables for years 2007 to 2009 with the help of financial ratios.

The diploma thesis is focused on analysis of the banking portfolios quality evolution of the Czech market in observed period from 2004 to 2014. In the first part related regulatory rules and their changes are defined. The rules are listed for the categorization of the receivables due from customers, the creation of allowances, the portfolio concentration and the amount of capital. Next part of the thesis is focused on the analysis of the banking portfolios quality evolution of the whole banking sector. In this part are described factors, which influenced the banking sector in observed time period. In the last chapter the thesis examines quality of banking portfolio of three banks in related areas. For the comparison were used chosen financial ratios.

The diploma thesis deals with the analysis of the influence of Mary Kay brand on purchase behavior of customers B2C markets thanks to the model customer-based brand equity and the model ColourMind using colour-word association method CWAT. Its aim is to evaluate perception of the brand and factors influencing behavior of customers. Theoretical part is focused on B2C markets, brand politics, customers and their attitude to shopping. Practical part deals with identification of Mary Kay company, analysis of determinants and evaluation of their influence on purchase behavior of customers.

This dissertation thesis identifies marketing activities that support customer loyalty in banking in the Czech republic. Besides providing the answer on question which loyalty activites to implement it defines general methodical model designed for similar projects use. The thesis also deals with several approaches to clients selection process including analytical marketing tools application. The research is structured into several continuous grades which findings follow each other. It also takes into consideration numerous dimensions of customer perception such as satisfaction, personal use, exit barrier, standards and inovations. New term meanings for satisfaction, retention and loyalty are defined in the thesis.