The Use of CRM in the Management of Micro and Small Businesses: A Qualitative Analysis

Objective: To analyze the use of Customer Relationship Management (CRM) in the management of Brazilian micro and small businesses (MSEs), highlighting benefits, challenges and managerial implications. Method: The research adopted a qualitative and exploratory approach, with semi-structured interviews conducted with managers and employees of six MSEs from different sectors that implemented CRM solutions in the last two years. Content analysis guided the identification of patterns, difficulties and gains. Results: The main benefits observed were: centralization and organization of customer data, automation of operational routines, integration between sectors and greater personalization in service. Among the barriers, cultural resistance, budgetary limitations, training gaps and inadequacy of some platforms to the realities of smaller companies stand out. Theoretical contributions: The study reinforces the literature on CRM by highlighting its implications in the digital transformation of MSEs, showing how leadership involvement and a data-driven culture positively impact results. Practical contributions: Good practices for adopting CRM are suggested: ongoing training, pilot projects, use of performance indicators, and selection of scalable and integrable solutions. The recommendations serve as a guide for managers seeking to modernize their customer relationship processes. Originality/value: The originality lies in the empirical approach applied to multiple real cases of Brazilian companies, offering practical and academic support to foster the strategic adoption of CRM in the context of micro and small companies.