bachelorThesis
Implementación de la herramienta del Customer Relationship Management (CRM) para la empresa Frada Sport
Fecha
2023-05-12Autor
Jara Castro, Paula Alfonsina
Martínez Narváez, Juan José
Institución
Resumen
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.