Estrategia de marketing CRM para potenciar la captación de clientes en Industrial de Resortes Indures S.A.S.

Abstract

This project aimed to implement a CRM marketing strategy to optimize customer acquisition for Industrial de Resortes Indures S.A.S. The strategy arose mainly from performing a DOFA analysis to identify the current situation of the company, and decided to implement a CRM strategy, in order to improve customer relations and increase the profitability of the company. The research took into account information sources such as Google Academic and university repositories. This information allowed the construction of the theoretical framework, conceptual framework, state of the art and legal framework, in order to substantiate the relevance and impact that the present project had on the company and the metalworking sector. For the information gathering, interviews were conducted with sales staff to understand the current situation of the commercial and marketing area. Subsequently, a survey application was developed to identify demographic, economic and purchasing behaviour data. These results helped to define the customer profile for the company Industrial de Resortes Indures S.A.S. The project demonstrates the importance of researching and incorporating marketing strategies in small and medium-sized enterprises, identifying competitive advantages to deliver a better value proposition, Strengthening its market position to attract new customers through the CRM tool.