2015 - 2019 / CRM Product Owner
CRM transformation and commercial standardization
From a manual culture to a traceable operation with CRM, service protocols and a claims process connected to systemic improvement.
Context
The commercial team operated with manual practices, irregular documentation and low traceability around requests, complaints and claims. The problem was not just software. It was operating culture.
Approach
- Lead national CRM adoption as the relationship and commercial management record.
- Structure the claims process to capture root causes and close the loop with quality and product.
- Unify service protocols, documentation and regional follow-up.
- Support change with clear operating criteria, not just tool training.
Outcome
The transformation made commercial work more visible and improved service consistency. CRM moved from database to experience infrastructure.
Before and after
How work changes when the experience has rules, data and ownership.
Before
Account information scattered across conversations and files.
After
CRM as the operating record with context, stages and traceability.
Before
Claims handled as isolated incidents.
After
Root causes connected to product and service improvements.
Before
Inconsistent regional protocols.
After
Shared standards for sales, support and documentation.