2. Customer Relationship Management

This understands each other as the Administration on the Relationship with the Consumers. But it stops their best understanding basically it refers to a strategy of business centered in the client.

“The administration of the relationships with the clients (CRM) it is a business strategy  to select and to manage the most valuable relationships with the clients. (CRM) it requires of a business philosophy and a culture centered in the client to support effective services of marketing, sales and service. The afflictions of (CRM) they will allow him the effective handling of the relationships with the client provided the company has the leadership, the culture and the adapted strategy.”

“To have a good relationship, it is necessary to treat the different clients in a differentiated way. CRM allows to make this way it, because it is a half individualized one that it allows different people different offers to show: the services can be configured in function of the knowledge that I have now about my clients.”

“It is the group of business strategies, marketing, communication and technological infrastructures, designed with the objective of building a durable relationship with the clients, identifying, understanding and satisfying their necessities. CRM goes beyond the relationship marketing, it is a wider concept, it is an attitude before the clients and before the own organization that leans on in processes multicanal (telephone, Internet, mail, force of sales,...) to create and to add value to the company and its clients.”

It is "an approach, based on the net, to the synchronization of the relationships with the consumer through communication Channels, functions of business and audiences". In other words: to add to Internet like channel through the one which to obtain and to share information on the client. This seeks to extend the concept of the relationships personalized with the client to systems that operate in Internet.

The CRM facilitates the important task of maintaining long term relationships with the clients, allowing to make marketing one to one, to automate the forces of sales, to offer the best support to the clients, to optimize marketing campaigns, tele marketing, support and service. This application allows the members of a company to revise the database of a client and knowledge who its contacts are or which its history has been. Through on-line interactive catalogs, it is possible knowledge which the preferences of the users are, to carry out a pursuit and to constitute a record of the consultations and the clients' requirements. It can offer this way a personalized attention, reducing the time of their cycle of sales and fomenting fidelity in their clients. The applications of and-CRM they are thought to become an indispensable support for the members of the company that are in direct contact with clients. The advantage of this system is that he/she doesn't only allow to administer the databases of the clients, but rather he/she extends toward Internet, telephone, mail, force of sales, etc. is for this reason that the CRM is considered a wider concept, it is an attitude before the clients and before the own organization supported in the processes multicanal mentioned previously and q completes the function of to create and to add value to the company and its clients.

"The loyalty is not bought", flat Newell writes and flatly. The true secret of creating loyalty is in the CRM and it demands to dedicate time, money and other resourses , listening the client to find out that that really search and, finally, to fulfill the promise of attention always personalized and in all the contacts. That is a lot to request, clear. To achieve it they are necessary time, considerable investment and a total commitment in the superior management.

One can say that CRM is a strategy of new clients' attainment and but that that of the current clients' fidelization by means of the knowledge of the necessities that these they have and looking for the form in that the organization can satisfy them by means of the organization and guide of the whole company in pro of a common objective that is to give the client what wants, as wants it and when  wants it.

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