Necesidades percibidas por los clientes de un sistema CRM en empresas de compra online

Abstract

The CRM is a tool that supports the management of solid and lasting relationships with customers so that the products and services that the company offers effectively fulfill the expectations of its customers and thus continuity is assured sales in a competitive environment like the present. The aim of this paper is to present the results of the market research that seeks to identify the main characteristics required from the point of view of the customer for a CRM system for the company ‘Antojos Saludables’, so that it will present a characterization of the clients or potential clients of the company and the expectations and perceptions of technological infrastructure issues such as security of online transactions, favorite means of payment for online purchasing, most used applications on platforms of online purchasing. To finally show some suggestions about suitable strategies for designing the information system that shall support the CRM of ‘Antojos Saludables’.