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- Title
DIGITALIZACIÓN DE LAS RELACIONES CON LOS CLIENTES EN MERCADOTECNIA.
- Authors
ROMERO PEÑA, JOSÉ ADRIÁN; SÁNCHEZ DOMÍNGUEZ, BRISSA; MARTÍNEZ RUIZ, YANELY
- Abstract
For companies, and especially for Micro, Small and Medium Enterprises (MSMEs), it is vital to have clients that allow them to maintain and enlarge the products and / or services they offer, get new customers and maintain existing ones., allows SMEs to be more competitive, a tool that helps maintain customer loyalty is Customer Relationship Management (CRM - "Customer Relationship Management"). The CRM is a function performed by the Marketing department, the digitalization of this activity leads us to use software that allows efficiently all activities of this function, the use of open source CRM software allows Mipymes to have a complete and useful database of customers, improves productivity, segments customers, lets them know, has a controlled management of customers and products, maintains and increases the number of customers, creates loyalty. The present work shows all the possibilities to a Mipyme of how to use a tool of the CRM type within the company with the aim of being more productive and competitive.
- Publication
Revista Ciencia Administrativa, 2018, p310
- ISSN
1870-9427
- Publication type
Article