Diseño de estrategias CRM (Customer Relationship Management), para la Empresa Automotores Rolando Naranjo de la ciudad de Riobamba, provincia de Chimborazo

Abstract

The present research work is the Design of Strategies CRM (CUSTOMER RELATIONSHIP MANAGEMENT), for the Automotive company Rolando Naranjo dedicated to the commercialization of pre-owned vehicles aims to design strategies based on customer loyalty. The methodology used is based on the preparation and application of surveys to the actual and potential customers in order to determine the shortcomings in customer service, in addition, the current analysis of the company was done through the development of matrices of competitive measurement and Matrix FODA. It was determined that the company does not have an up-to-date database and it has a poor management in customer relationship management. Thanks to the analysis carried out, it was determined that the use of CRM system is important in the company, in such a way it contributes to the application of loyalty strategies. The proposal is based on acquiring a CMR paid system that allows to improve the management of customer databases. It is also important to improve the management of the sales force taking into account the most relevant qualities that a seller must own. It is recommended that the company applies the proposal in order to improve its service and therefore attract more customers as well as foster the loyalty of existing customers.