CRM aplicado ao sistema bancário no período da pandemia pelo Covid-19

Abstract

This stage accomplished, delas with a crucial problem of the financial system, given the interbank competitiveness in the offer of financial products that grow and, in most, cases, do not meet the real needs of the client. In these sins, the internship carried out during the COVID 19 pandemic period revealed unimaginable changes, both in people’s lives and in the economic scenery, directly impacting companies, the workforce and the services offered by bank branches. The objective was to verify how the banking system’s Customer Relationship Management - CRM is being Applied during the period of the Covid-19 pandemic. In this sense, this study presents the theoretical environment with the name and classification the Brazilian financial system, also involving the Cooperative system. In terms of methodology, this is a quantitative study, conducted through a case study, having as a data collection instrument a questionnaire produced in a Google Forms Form and sent to the group of researched elements. The target population consists of 170 clients linked to the Câmara de Dirigentes e Lojistas (CDL) system in Palmeira das Missões. There was a return of 41 of the questionnaires sent, which constitute the analyzed sample. The results show that the financial system did not change or create alternatives for solving problems, just at the time when businesspeople needed it most, generating loss of customers and dissatisfaction. Many companies were forced to close their doors for lack of financial support in terms of working capital and other financing.