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A COMUNICAÇÃO EMPRESARIAL COMO FERRAMENTA DE GESTÃO NO PÓS-VENDA E NA COBRANÇA.

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Title: A COMUNICAÇÃO EMPRESARIAL COMO FERRAMENTA DE GESTÃO NO PÓS-VENDA E NA COBRANÇA.
Alternate Title: BUSINESS COMMUNICATION AS A MANAGEMENT TOOL IN AFTERSALES AND COLLECTIONS.
Authors: Almeida, Mariana Aparecida de1, Benetelli Geron, Regina Elaine2
Source: Revista Gênero e Interdisciplinaridade. 2025, Vol. 6 Issue 6, p14-26. 13p.
Subject Terms: *Business communication, Customer loyalty, Organizational performance, Customer relationship management software, Invoices, Customer feedback, Customer relationship management, Performance management
Abstract (English): This study set out to examine business communication as a management tool in aftersales and collection activities. The research was bibliographic and qualitative in nature, drawing on classical authors, recent academic contributions and market reports on organizational relationship practices. The analysis highlighted recurring challenges, such as the lack of structured follow-up after sales, the difficulty in obtaining customer feedback, misalignment among internal areas, and ineffective or overly rigid collection approaches. These shortcomings were found to compromise customer loyalty, generate operational inefficiencies and weaken corporate image. On the other hand, the literature and practical cases pointed to effective alternatives, including the adoption of standardized communication protocols, the use of CRM systems, continuous training of teams, closer integration across departments and the definition of performance indicators. Well-known examples, such as Magazine Luiza, Amazon, Nubank and Itaú Unibanco, illustrate how structured and empathetic communication strategies can lead to greater customer satisfaction, stronger loyalty and improved process efficiency. Therefore, it is concluded that business communication, when strategically applied, represents a competitive advantage capable of strengthening relationships, reducing failures and supporting the financial sustainability of organizations. [ABSTRACT FROM AUTHOR]
Abstract (Portuguese): Este artigo teve como propósito analisar a comunicação empresarial como instrumento de gestão nos processos de pós-venda e cobrança. A pesquisa desenvolvida foi de caráter bibliográfico e qualitativo, apoiada em autores consagrados, estudos recentes e relatórios de mercado que descrevem práticas de relacionamento organizacional. Constatou-se que os principais entraves enfrentados pelas empresas concentram-se na falta de acompanhamento adequado após a venda, na dificuldade em obter retorno dos clientes, nos ruídos de comunicação entre áreas internas e em abordagens pouco eficazes durante a cobrança. Tais falhas comprometem a fidelização e afetam a imagem institucional, refletindo em prejuízos operacionais e financeiros. Em contrapartida, verificou-se que a adoção de protocolos de comunicação, o uso de sistemas de CRM, a capacitação contínua das equipes, a integração entre setores e a definição de indicadores de desempenho se apresentam como soluções eficazes para mitigar esses problemas. Casos de sucesso, como os do Magazine Luiza, Amazon, Nubank e Itaú Unibanco, ilustram que estratégias de comunicação estruturada e empática resultaram em maior satisfação dos clientes, fidelização e eficiência nos processos. Conclui-se, portanto, que a comunicação empresarial, quando aplicada de forma estratégica, constitui um diferencial competitivo capaz de fortalecer relações, reduzir falhas e sustentar a saúde financeira das organizações. [ABSTRACT FROM AUTHOR]
Copyright of Revista Gênero e Interdisciplinaridade is the property of Instituto de Ensino e Pesquisa Periodicojs and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Education Research Complete
FullText Text:
  Availability: 0
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DbLabel: Education Research Complete
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PubType: Academic Journal
PubTypeId: academicJournal
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  Data: A COMUNICAÇÃO EMPRESARIAL COMO FERRAMENTA DE GESTÃO NO PÓS-VENDA E NA COBRANÇA.
– Name: TitleAlt
  Label: Alternate Title
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  Data: BUSINESS COMMUNICATION AS A MANAGEMENT TOOL IN AFTERSALES AND COLLECTIONS.
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  Data: <searchLink fieldCode="AR" term="%22Almeida%2C+Mariana+Aparecida+de%22">Almeida, Mariana Aparecida de</searchLink><relatesTo>1</relatesTo><br /><searchLink fieldCode="AR" term="%22Benetelli+Geron%2C+Regina+Elaine%22">Benetelli Geron, Regina Elaine</searchLink><relatesTo>2</relatesTo>
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  Data: <searchLink fieldCode="JN" term="%22Revista+Gênero+e+Interdisciplinaridade%22">Revista Gênero e Interdisciplinaridade</searchLink>. 2025, Vol. 6 Issue 6, p14-26. 13p.
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  Data: *<searchLink fieldCode="DE" term="%22Business+communication%22">Business communication</searchLink><br /><searchLink fieldCode="DE" term="%22Customer+loyalty%22">Customer loyalty</searchLink><br /><searchLink fieldCode="DE" term="%22Organizational+performance%22">Organizational performance</searchLink><br /><searchLink fieldCode="DE" term="%22Customer+relationship+management+software%22">Customer relationship management software</searchLink><br /><searchLink fieldCode="DE" term="%22Invoices%22">Invoices</searchLink><br /><searchLink fieldCode="DE" term="%22Customer+feedback%22">Customer feedback</searchLink><br /><searchLink fieldCode="DE" term="%22Customer+relationship+management%22">Customer relationship management</searchLink><br /><searchLink fieldCode="DE" term="%22Performance+management%22">Performance management</searchLink>
– Name: Abstract
  Label: Abstract (English)
  Group: Ab
  Data: This study set out to examine business communication as a management tool in aftersales and collection activities. The research was bibliographic and qualitative in nature, drawing on classical authors, recent academic contributions and market reports on organizational relationship practices. The analysis highlighted recurring challenges, such as the lack of structured follow-up after sales, the difficulty in obtaining customer feedback, misalignment among internal areas, and ineffective or overly rigid collection approaches. These shortcomings were found to compromise customer loyalty, generate operational inefficiencies and weaken corporate image. On the other hand, the literature and practical cases pointed to effective alternatives, including the adoption of standardized communication protocols, the use of CRM systems, continuous training of teams, closer integration across departments and the definition of performance indicators. Well-known examples, such as Magazine Luiza, Amazon, Nubank and Itaú Unibanco, illustrate how structured and empathetic communication strategies can lead to greater customer satisfaction, stronger loyalty and improved process efficiency. Therefore, it is concluded that business communication, when strategically applied, represents a competitive advantage capable of strengthening relationships, reducing failures and supporting the financial sustainability of organizations. [ABSTRACT FROM AUTHOR]
– Name: Abstract
  Label: Abstract (Portuguese)
  Group: Ab
  Data: Este artigo teve como propósito analisar a comunicação empresarial como instrumento de gestão nos processos de pós-venda e cobrança. A pesquisa desenvolvida foi de caráter bibliográfico e qualitativo, apoiada em autores consagrados, estudos recentes e relatórios de mercado que descrevem práticas de relacionamento organizacional. Constatou-se que os principais entraves enfrentados pelas empresas concentram-se na falta de acompanhamento adequado após a venda, na dificuldade em obter retorno dos clientes, nos ruídos de comunicação entre áreas internas e em abordagens pouco eficazes durante a cobrança. Tais falhas comprometem a fidelização e afetam a imagem institucional, refletindo em prejuízos operacionais e financeiros. Em contrapartida, verificou-se que a adoção de protocolos de comunicação, o uso de sistemas de CRM, a capacitação contínua das equipes, a integração entre setores e a definição de indicadores de desempenho se apresentam como soluções eficazes para mitigar esses problemas. Casos de sucesso, como os do Magazine Luiza, Amazon, Nubank e Itaú Unibanco, ilustram que estratégias de comunicação estruturada e empática resultaram em maior satisfação dos clientes, fidelização e eficiência nos processos. Conclui-se, portanto, que a comunicação empresarial, quando aplicada de forma estratégica, constitui um diferencial competitivo capaz de fortalecer relações, reduzir falhas e sustentar a saúde financeira das organizações. [ABSTRACT FROM AUTHOR]
– Name: AbstractSuppliedCopyright
  Label:
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  Data: <i>Copyright of Revista Gênero e Interdisciplinaridade is the property of Instituto de Ensino e Pesquisa Periodicojs and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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RecordInfo BibRecord:
  BibEntity:
    Languages:
      – Code: por
        Text: Portuguese
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      Pagination:
        PageCount: 13
        StartPage: 14
    Subjects:
      – SubjectFull: Business communication
        Type: general
      – SubjectFull: Customer loyalty
        Type: general
      – SubjectFull: Organizational performance
        Type: general
      – SubjectFull: Customer relationship management software
        Type: general
      – SubjectFull: Invoices
        Type: general
      – SubjectFull: Customer feedback
        Type: general
      – SubjectFull: Customer relationship management
        Type: general
      – SubjectFull: Performance management
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    Titles:
      – TitleFull: A COMUNICAÇÃO EMPRESARIAL COMO FERRAMENTA DE GESTÃO NO PÓS-VENDA E NA COBRANÇA.
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            NameFull: Almeida, Mariana Aparecida de
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            NameFull: Benetelli Geron, Regina Elaine
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            – D: 01
              M: 11
              Text: 2025
              Type: published
              Y: 2025
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