Ação de negócios em uma clínica odontológica: a partir de um sistema de relacionamentos com clientes

Abstract

The market for providing dental services has become increasingly competitive due to the number of professionals and dental clinics in Brazil, where business modeling is a tool that has been fundamental in achieving success and survival in the market. To stand out, it is necessary to create treatment and relationship differentials with the client and / or patient. This study aims to analyze the main strategies and business actions of a dental clinic in the city of Itabaiana-SE, based on a relationship technology used with customers. For the development of the study, a qualitative research was used through a semi-structured interview script. The method for data analysis was based on transcripts in which the following themes emerged: attracting clients, client relationships, actions for client loyalty and humanized care. It is concluded that the service through the Central Customer Relationship System - CRC becomes important in the dental services market from the case study of the dental clinic, allowing an increase in the number of patients and profits.