Diseño para la implementación de un modelo de gestión de servicio al cliente (CRM) que permita atraer y retener clientes en el área de reparación de la empresa IST SAS.

Abstract

The next research project was carried out in order to determine the aspects that should be taken into account to design a logical structure of a CRM management model, in order to improve the quality of customer service in the IST SAS company, the important aspects of analytical data and its main components were identified in the theoretical framework. As a starting point for the development of this project, a diagnosis is made to know in the first instance, the perception of the external client regarding the quality of the service provision, and then assess the internal client’s perception of process management. The results of this study allowed to identify the aspects necessary to propose the design of the management model CRM, which as a complement is proposed the development of the methodological tool like the 5s, that would help to generate organizational culture and continuous improvement. That said, by designing the CRM management model, to improve the quality of customer service in the IST SAS company, the aim is to develop a technological tool structure which will enable the company to adequately meet the expectations and needs of customers, as well as improving the performance of the organization through active participation and constant commitment on the part of the staff, making this an effective achievement in the quality of customer service.