From simple sales annotated in notebooks to the most advanced systems of artificial intelligence, one thing is certain: technology changes, but the human essence does not. With this perspective, the professor and marketing specialist, the, Jholy Mello,, presents in CRM in retail: from Your Ze to the era of AIs through the symbolic figure of “Seu Ze” and its notepad, it shows how tradition and innovation go hand in hand to transform brands and sustain strategies indispensable to contemporary retail.
Considered the foundation of business, CRM (Customer Relationship Management) is a management philosophy that puts the customer at the center of decisions, segmenting profiles and personalizing experiences to transform interactions into lasting bonds. According to the author, when well applied, this strategy directly impacts sales, increases profitability and strengthens loyalty, becoming a key piece for competitiveness in the current market. In this sense, it is understood to be a central methodology that connects brands to the real needs and emotions of people.
CRM is not about knowing the name. It is about knowing the unsaid. About looking at the customer and capturing what he has not even formulated yet. The Empathy Map is to leave the “how many years have?” that makes this person get out of bed?“. In the data world, the Empathy Map is what turns a record into a human being.
(CRM in retail: from Your Ze to the era of AIs, CRM is not about knowing the name. It's about knowing the unspoken. About looking at the customer and grasping what they haven't even formulated yet. The Empathy Map is moving from "how old are you?" to "what makes this person get out of bed?". In the world of data, the Empathy Map is what transforms a record into a human being.
By merging personal stories, everyday metaphors, and real-life examples, we, Jholy Mello, translates complex concepts into practical situations. A : appears as a reference in personalization, anticipating purchase desires. A Nike uses data to build community and engagement around lifestyle uses data to build community and engagement around a lifestyle. Sephora Case studies from big brands serve as guidance to small and medium retailers on segmentation, customer journey, application usage, automation and social commerce ''a strategy in which the consumer does not need to go to the website or application to make the purchase.
CRM in retail: from Your Ze to the era of AIs it is a guide to how technology can power processes and decisions, but human relationships, care, memory and trust remain the key to success.“While most books focus on corporate processes, B2B models, management, sales or branding, this work brings an unprecedented proposal: to show CRM as the backbone of the retail”, concludes the author.
TECHNICAL DETAILS
Title: , this work brings an unprecedented proposal: to show CRM as the backbone of retail," concludes the author.
: Seven Minutes: From His Ze to the age of AIs
: to Increase Your Productivity – How to Manage Your Schedule, Overcome Distractions, and Achieve the Results You Want: Dialectic
Author: Subtitle
ISBN: 978-65-270-7669-8
Pages: 171
Physical book pricePublisherDialectic Publishing ShopAuthor:)
Ebook price: Physical Book Price: R$ 74.90 ()
