A CRM Strategy for Integrating Customer Knowledge

In recent years, customer knowledge has become a crucial element to meet customer demands; it represents essential information for the development of the company's processes and provides competitive advantages that could create value for the client. This converts the customer into an active part of the company and reduces product setbacks or mistakes. This paper proposes a model that utilizes customer knowledge as well as the knowledge of the organization to recognize needs; it is based on a Customer Relationship Management (CRM) process. The model was implemented in a company dedicated to the machining of precision parts in northwestern Mexico; it identified which knowledge was necessary for each customer project and the preferred communication channel per customer; a CRM software was installed in the company which provided traceability of the work starting with the quotation. This paper demonstrates that the continuous use of a CRM strategy can improve communication, reduce rework and improve customer trust