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Estrategia CRM: generando valor y fidelidad en los clientes

Author

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  • Jorge Ricardo Vásquez Sánchez

Abstract

Hoy en día en la globalización que vivimos existe más competencia entre las empresas y ésta es más marcada; por lo tanta se requieren generar valores diferenciados que les permitan a las empresas estar vigentes; también el mercado de consumidores ha estado cambiando, ahora son ellos los que marcan la pauta de que productos y servicios son adquiridos, generando con ello una cultura de ventas totalmente diferente, por lo tanto, las empresas han tenido la necesidad de conocer los gustos de los consumidores, auxiliándose de nuevas tecnologías de Información (TI), siendo una de ellas la herramienta de Customer Relationship Management (CRM) que, en español, significa Administración de la Relación con el Cliente y sobre el cual se desarrolla el presente.

Suggested Citation

  • Jorge Ricardo Vásquez Sánchez, 2009. "Estrategia CRM: generando valor y fidelidad en los clientes," Contribuciones a la Economía, Servicios Académicos Intercontinentales SL, issue 2009-11, November.
    • Handle: RePEc:erv:contri:y:2009:i:2009-11:13
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