Implementación de la herramienta del Customer Relationship Management (CRM) para la empresa Frada Sport

Abstract

This paper seeks to highlight the importance of having customer management information for the Frada Sport company that incurs in the sportswear manufacturing industry. Having a tool that allows buyers' information to be managed gives the possibility of anticipating their demand, achieving high levels of satisfaction. In order to have Customer Relationship Management (CRM) strategies, a diagnosis is necessary that involves the current situation of the company with respect to the relationship it has with its customers and to investigate the consumer through market research. Subsequently, a Database (DB) will be structured to identify and characterize the segments that the organization serves so that, based on them, strategies are proposed that build a lasting relationship over time, translating them into an action plan where it is proposed. indicators that measure the effectiveness of their execution. Thus, some tools are proposed that contribute to the development of strategies, facilitating the company to apply them through software where certain activities are automated. Finally, some recommendations are established that contribute to the maintenance of the execution of the strategies with the purpose of improving the company in the field of management with the client.