Mercadeo relacional y estrategias de manejo de relación con los clientes en las pymes Antioqueñas
Peláez Martínez, Andrea | 2011
SMES in Colombia is a market that represents more than the 90% of the productive sector, but the companies have trouble keeping its customers, the most of the time times the customers are new no recurring. It shows a lack of management structure of the relationship with their customers. This is an exploratory investigation to see which are the requirements for a SME to acquire a better relationship with their clients and to obtain of them all the possible profitability, then determine the current status of SMES in this relationship and eventually built an application model of CRM for a SME.
This work evaluated the possible options for the application CRM, first with a study of requirements and then with a study of the state of SMEs, always trying to remain competitive and provide the facility to the SMEs to have a good relationship with customers and achieve their goals.