Diseño de un modelo de gestión relación con el cliente (CRM) para la empresa Textiles Samadhi de la ciudad de Loja año 2022-2023

Abstract

Abstract: The present work of curricular integration aims to identify the best management model that fits the needs of the Textiles Samadhy company, with the objective of improving customer relationships. To achieve this, a framework was developed by examining the types of companies that have used CRM and how it has allowed them to enhance their customer relationships. Additionally, a theoretical framework was established, covering concepts such as digital marketing, customer relationships, and CRM systems. The methodology involved literature review, conducting interviews with the manager, and surveying the company's clients. Subsequently, an analysis of Textiles Samadhi's current situation was conducted to identify the company's requirements and needs for implementing an effective CRM system. The selected CRM management model is based on the integration and utilization of customer data, communication networks, and continuous management. The study encompasses conclusions and recommendations for implementing this model, offering a practical guide for textile companies.