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La Innovación Centrada En El Cliente Utilizando El Modelo De Inferencias En Una Estrategia Crm / Customer Centered Strategic Innovation Using The Inference Model In A Crm Strategy

  • Gil-Lafuente, Anna Mª


    (Universidad de Barcelona (España))

  • Luis-Bassa, Carolina


    (Universidad de Barcelona (España))

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    Todas las áreas de la empresa contactan de alguna forma con sus clientes, algunas directamente y otras desde dentro de la organización. Las estrategias CRM1 conjuntamente con el área de I+D trabajan en la mejora de productos y servicios para cumplir las expectativas de los clientes. Pero, ¿Podría estarse perdiendo internamente información valiosa sobre los clientes? ¿Cómo influye cada área en el proceso innovador? Este artículo presenta el modelo de inferencias lógicas relacionando la injerencia de cada área de la empresa sobre otra en cuanto a la información que comparten de los clientes, buscando así ajustar las estrategias CRM y responder a las expectativas agregando valor / All the areas within the company contact their customers, some directly and others from within the organization. CRM strategies, in conjunction with the R & D area, work on improving products and services to meet customer expectations. But could be missing valuable information of customers internally? How each area does influences in the innovation process? This p+P40aper presents the model of logical inferences, linking the interference of each area of the company over another in terms of client’s information in order to adjust CRM strategies to meet the expectations and adding value.

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    Article provided by Academia Europea de Dirección y Economía de la Empresa (AEDEM) in its journal Investigaciones Europeas de Dirección y Economía de la Empresa.

    Volume (Year): 17 (2011)
    Issue (Month): 2 ()
    Pages: 15-32

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    Handle: RePEc:idi:jiedee:v:17:y:2011:i:2:p:15-32
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