Diseño de un modelo conceptual de CRM (Customer Relationship Management) para mejorar la gestión administrativa y financiera de un supermercado de barrio

Abstract

The present work consists of identifying and understanding the main characteristics of customers who purchase their products at the Merca Súper Dindalito supermarket, supported by the design of a customer relationship management system, such as CRM; commercial management tool that contains information on company interactions with customers. Currently the supermarket has problems with the volume of sales in recent years and due to the loss of customers, a CRM design proposal is made to solve problems found such as: Non-standardized purchases with some method and the error of buy more than what is sold or worse run out of items of a certain reference, this can be solved with sales forecasts that result from having customers segmented, and it is where you will work with the information about their needs and interests, to have a greater sales opportunity. Likewise, the difference between consumer and client was identified in order to know the target audience of the commercial management model; the design of the CRM will be done with the necessary and important information to solve problems and generate new business opportunities. The DOFA analysis identifies the opportunities and threats that they have in any area during the development of their economic activity and the SIPOC diagram which includes those authors that complement the supermarket process, the data necessary to carry out and visualize the needs and requirements were obtained that the CRM design will solve.