1.  CRM ORIGINS

With origins in the decade of the 80 in the European Nordic School, the CRM evolved of the paradigm of "the companys sells what the consumer needs", to that of the "profitable administration of marketing relationships". The CRM that arose like an evolution of the very popular tendency of the "Database Marketing", it focuses three dimensions:

• The Reception of New Clients

• The Fidelization by means of satisfaction of the Client

• Profits in the Long Term.

The concept of CRM made evolve the whole interaction concept with the client. You has evolved of interrelations with the market by means of call centers to the concept "contact center" that involves all the means for those that the company can capture information and to distribute satisfaction to the clients: person, telephone, e-mail, direct mail, Internet.

The biggest asset that the companys pocesses today is in the knowledge that themselves has of their clients, their preferences, purchase habits and this knowledge should reside in a system that allows to the whole organization to consent to a historical record or the client's profile and to understand why the purchase or they stops to buy and  should not get lost or migrar when somebody of the force of sales is changed company.

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