A comunicação empresarial como ferramenta estratégica para a prospecção e fidelização de clientes, com o estudo de caso da Bemol

Abstract

Business communication is an important strategic tool because it has the function of improving communication processes within the company, as well as its image to the public, increasing its credibility in the market and growth in profits. In this sense, the present research addresses the use of this tool within the units of the family-owned company Benchimol Irmão & Cia Ltda. Why investing in communication, how important it is, its advantages and challenges, the technological transformations and how these resources influence the company's results. The methodology used is based on a case study at the organizational level, and a bibliographic research, elaboration and application of a questionnaire sent to the company were performed. It was verified the use of mechanisms developed and implemented by Bemol group that aim to engage and motivate its employees, through training and recognition, thus offering a quality service and service to customers.