O factor cliente como determinante estratégico*

(Ensaio sobre o sector financeiro – Parte II)

 

Ricardo de Gouvêa Pinto

 

RESUMO: Neste estudo iremos abordar a relevância do cliente na preocupação estratégica da empresa. O que representa o cliente, qual o valor da sua força, como deve ser considerado, que implicações tem para a estratégia e para a política de empresa. Qual é a equação do cliente? Nesse sentido, temos de colocar a raiz do pensamento na estratégia de marketing, onde se deverá localizar a consideração do cliente. O cliente é, efectivamente, um importante determinante estratégico na indústria financeira. O Factor Cliente, face às características da indústria, é um factor importante que condiciona e orienta a decisão estratégica e todo o processo de gestão estratégica. Essa influência do Factor Cliente manifesta-se, neste caso, não tanto pela existência de um efectivo poder de influência directa do cliente na orientação estratégica, mas porque ele é o factor de diferenciação na actividade, perante a relevância da rivalidade interna na indústria.

Palavras-chave: Estratégia, Marketing, Competitividade, Orientação para o Cliente, Valor

 

TITLE: The customer factor as a strategic determinant: Essay on the banking and financial industry

ABSTRACT: In this essay we’ll study what is the relevance of the customer in the strategic concern of the company. What does the customer represents, what is the value of his force, how must he be considered, and what kind of implications does he have in the strategy and in the policies of the company. Which is the customer equation? Thus, we have to place our mindset in the marketing strategy. The customer is, indeed, an important strategic determinant in the financial industry, the Customer Factor is an important factor that determines and guides the strategic decision and the whole process of strategic management, and this influence of the Customer Factor reveals itself, not because of a direct influence of the customer in the strategic orientation, but because, considering the internal rivalry in the industry, he is the differentiation factor in the business.

Key words: Strategy, Marketing, Competitiveness, Customer Focus, Value

 

 

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Ricardo de Gouvêa Pinto

gouvea.pinto@netcabo.pt

Licenciado e Mestre em Direito e Mestre em Estratégia e Desenvolvimento Empresarial; quadro da Caixa Geral de Depósitos, desempenhou diversas funções como responsável no âmbito da estratégia e do marketing estratégico no Grupo CGD; desde 1987, é docente universitário em diversas Universidades públicas e privadas.

Graduate (Lic) and MPhil in Law, and MSc in Strategy and Business Administration; he works in Caixa Geral de Depósitos, where he has held several positions as head of strategy and of marketing strategy; since 1987 he has been lecturer, assistant professor and invited professor in several portuguese Universities.

* A primeira parte deste artigo foi publicada no n.º 2/2007 desta revista.