Propuesta de un sistema Customer Relationship Management para el Recinto Ferial Macají

Abstract

The research project aims to present a “Proposal for a Customer Relationship Management System (CRM) for the Macají Fairgrounds” in Riobamba, which aims to provide a CRM implementation plan, focused on a correct management of the customer relationship. In order to achieve the stated objective, a market study was applied through surveys of real and potential clients, and it was based on a previous analysis of the processes developed in the organization through the use of diagnostic matrices, with the analysis of macro environment and micro environment of factors that influence the current situation. The results of the surveys allowed to know that there is no Customer Relationship Management System that facilitates the evolution of the service that allows to build lasting relationships with its target customers to consolidate these long-term relationships, through customer loyalty strategies, customer retention and recovery. Therefore, it is recommended to implement the proposed CRM management system to achieve the objectives proposed by the organization.