Publicação
Implementation of CRM in the energy sector: the case of Galp, S.A
| Resumo: | This project focused on implementing a new Customer Relationship Management (CRM) tool in GALP, S.A.'s sales process. A literature review on CRM in the Utilities and Energy sector supported the development of a ‘conceptual framework’ for the case study analysis. The company’s objectives and alignment with the UN’s Sustainable Development Goals, alongside a brief overview of its key competitors, stakeholders, and offerings, are outlined. The project purposes, methodology, and progress within the Residential Sales area of the Commercial Business Unit are discussed, with special focus on interviews with three department heads involved in CRM implementation. Findings highlight GALP’s ongoing digital and cultural transformation aimed at enhancing customer service and process efficiency. While the new CRM Dynamics system within the Centric project advances these goals, challenges persist, particularly in integrating legacy systems and achieving a ‘unified customer view.’ Recommendations for monitoring CRM implementation were also provided. In conclusion, the new CRM supported GALP’s shift towards a customer-centric model, addressing modern challenges in client retention, profitability, and sustainability. |
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| Autores principais: | Mariano, Ana Rosa Casanova Gonçalves |
| Assunto: | CRM GALP SA U&E sector Business strategy Customer strategy SDG CRM GALP SA Sector U&E Estratégia de negócio Estratégia do consumidor ODS |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório da Universidade de Lisboa |
| Resumo: | This project focused on implementing a new Customer Relationship Management (CRM) tool in GALP, S.A.'s sales process. A literature review on CRM in the Utilities and Energy sector supported the development of a ‘conceptual framework’ for the case study analysis. The company’s objectives and alignment with the UN’s Sustainable Development Goals, alongside a brief overview of its key competitors, stakeholders, and offerings, are outlined. The project purposes, methodology, and progress within the Residential Sales area of the Commercial Business Unit are discussed, with special focus on interviews with three department heads involved in CRM implementation. Findings highlight GALP’s ongoing digital and cultural transformation aimed at enhancing customer service and process efficiency. While the new CRM Dynamics system within the Centric project advances these goals, challenges persist, particularly in integrating legacy systems and achieving a ‘unified customer view.’ Recommendations for monitoring CRM implementation were also provided. In conclusion, the new CRM supported GALP’s shift towards a customer-centric model, addressing modern challenges in client retention, profitability, and sustainability. |
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