Propuesta de un modelo gestión de relación con el cliente (CRM) para la empresa Avipaz Cía. Ltda. de la ciudad de Ambato año 2022

Abstract

Abstract: The objective of this research is to propose a customer relationship management (CRM) model for the company Avipaz Cía. Ltda. of the city of Ambato year 2022. For the development of the research, the mixed, quantitative, qualitative, descriptive, documentary, field, scientific, direct and inductive observation methodology is used. Together, the sources of primary and secondary information are used. For data collection, a survey and structured interview directed to staff and customers will be used. Around the survey, a sample of 289 customers who consumed equal to or greater than five tons per month was applied. The main results obtained are 60.55% of the staff mention that the current CRM does not provide information in real time, 63.32% does not allow the identification of problems in the company, 67.47% does not help them identify opportunities, the 60.90% do not allow them to close operations with clients and 65.05% do not help them make the right decisions. In addition, with the current CRM, the number of complaints and concerns from customers has increased, since they do not have a quick and timely solution to their problems.