O relacionamento com o cliente como estratégia de relações públicas e ferramenta de crescimento comercial: a aplicação do departamento de sucesso do aluno na Faculdade Raimundo Marinho

Abstract

In a market context that is increasingly competitive, innovative and susceptible to change, especially in the education segment, this work addresses an analysis of the relationship between Customer Success and Public Relations (PR) with a specific focus in the application of CS at Faculdade Raimundo Marinho (FRM), seeking to understand whether it, built under the name of Student Success (SDA), contributed to increasing the number of students at the institution in the year 2022. The project methodology involves a initial literature review to understand the concepts of Customer Success, followed by an analysis of the educational institution's commercial results and a quantitative survey involving FRM students to evaluate their perception in relation to the SDA department. Finally, we will demonstrate what strategies were used by the department and whether their application contributed to boosting the results in terms of student retention.