Sistemas de Información para la Satisfacción de Clientes

Achieving economic benefits from satisfying the needs of customers is and will be the main objective of any company in the sense of being an organization that seeks to create value. In the current environment it seems almost impossible to satisfy the needs of the clients and the difficulty of obtaining benefits in open economies is great. Customer relationship management (CRM) systems are a key element when providing tools for segmentation, loyalty and analysis of the data that arise in contact with the customer. Here are concepts related to this strategy, the vision of specialists and users, as well as the analysis of some products. In addition, three cases of Uruguayan companies are presented, where customer service systems have been carried out in different ways. Finally, a series of recommendations is summarized regarding the type of tool to be used in each case, how to evaluate products, the analysis of the return on investment, and the main elements that must be taken into account to carry out a continuous improvement system in its use and application to the initial objective of creating value.