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CRM as a tool for customer service in the organization Imprimir E-mail

CRM AS A TOOL FOR CUSTOMER SERVICE IN THE ORGANIZATION


Montoya Agudelo, César Alveiro(*); Boyero Saavedra, Martín Ramiro(**)
*Institución Universitaria CEIPA
Medellín, Antioquia, Colombia
**Universidad Nacional de Colombia
Medellín, Antioquia, Colombia
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Reception date:09/13/12 - Approval date:11/16/12


ABSTRACT

The service is the fundamental experience that takes place in the contact between the organization and the customer. From the adequately perform of this relationship depends retention or loss of a customer. Therefore, it is imperative that organizations visualize the service as the essential element in which lies the very meaning of their existence and relevance.
The service in the organization essentially seeks to satisfy those needs that the client has, which is why we can say then that the lack of demand for services does not allow organizations to develop projects that revolve around it.
Taking in count the service as an essential factor in the organization, various tools have been developed in order to have a continuous improvement in meeting the needs of customers, one of which is the CRM (Customer Relationship Management) that in this article is presented as an important tool to make an impact on the services provided by the organization.

KEYWORDS: CRM
; Customer Service; Quality of Service.

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