A Study On The Customer Relationship Management In QUIMICA SUIZA Industrial Company

The Peruvian market is a changing and competitive environment.In the last years,the Peruvian economic had a constant growth,which caused that the companies and families evolve altogether.In a globalized world,customer requirements are changing and increasing,also competition is getting stronger.One of the main tools that help in the interaction between a company and a customer is the Customer Relationship Management(CRM)strategy.One of the most important objectives is to build a solid relationship that will be long-term,in order to make customers come back frequently.In addition,CRM helps organizations to build individual relationships with customers to become a win-to-win contract and relationship.The goal is to demonstrate that the implementation of CRM in Química Suiza Industrial(QSI)is elementary and urgent to achieve compliance with the company's strategy of growing new markets,not losing sales as improving current customer loyalty.The study demonstrates the effectiveness of a CRM and the positive consequences of its implementation.Though,the purpose of this study is to offer a better understanding of the uses of CRM in B2 B companies,there is a special analysis in business-to-business companies because the study company “QSI” is one of them.To reach a better understanding,the current situation of QSI was analyzed with the company's employees and customers.Research questions were based on the purpose of understanding CRM based on the theory collected,these questions are focused on explaining the uses and benefits of the CRM applied in the company,the strategies that would be used and the description of each strategy implemented in QSI.To conclude the research questions,after selecting the right CRM for the company,is important to make the measurement,verify its effectiveness and performance of CRM.The results of the investigation,the survey and the focus group made indicated the main problems that QSI had in relation of its sales lost.Among the main problems,it was indicated that QSI did not have a consolidated database,it was necessary to process and verify customer data.Likewise,there was a strong need to segment the customer base,the campaigns and promotions launched by the marketing department were for customers in general,they did not have solid information and could not create special strategies for different types of customers and have a tailor-made campaign.The results of the survey indicate that there was no adequate sales tracking,after having closed the first sale,the client did not feel support from the company and a lack of followup on his project make them to stop buying from QSI.This was due to the lack of a correct mapping of the different phases of the sales process by the sellers.On the other hand,it was important that the systems area had to do the maintenance for the successful implementation of the CRM.The findings indicate that the implementation of a CRM for a B2 B company such as QSI will help the company improve its productivity in sales and performance.Moreover,studies indicate that CRM focuses on aspects of the organization of a company,an important objective is to unlock the information that employees have,classify big data in order to make the information available to all the business.