Necesidades percibidas por los clientes de un sistema CRM en empresas de compra online

Autores/as

  • Alejandro Peña E. Universidad Nacional de Colombia
  • Juan P. Mejía O.
  • Jhoany A. Valencia A.

Resumen

RESUMEN
El CRM es una herramienta que apoya la gestión de relaciones sólidas y duraderas con los clientes de manera que los productos y servicios que la empresa ofrece cumplan efectivamente las expectativas de sus clientes y por tanto se garantice la continuidad de las ventas en un entorno tan competitivo como el actual. El objetivo de este documento es presentar los resultados de la investigación de mercados que busca identificar las principales características que debe tener, desde el punto de vista del cliente, un sistema CRM para la empresa ‘Antojos Saludables’, para ello se presentará una caracterización de los clientes o posibles clientes de la empresa y las expectativas o percepciones respecto a asuntos de infraestructura tecnológica como seguridad de transacciones online, medios de pago preferidos para compras online, aplicaciones más usadas en plataformas de compra online, para finalmente mostrar algunas sugerencias sobre estrategias convenientes para el diseño del sistema de información que soporte el CRM de ‘Antojos Saludables’.
Palabras clave: Customer Relationship Management, CRM, proceso estratégico, tecnología de información, organización, clientes.

ABSTRACT
The CRM is a tool that supports the management of solid and lasting relationships with customers so that the products and services that the company offers effectively fulfill the expectations of its customers and thus continuity is assured sales in a competitive environment like the present. The aim of this paper is to present the results of the market research that seeks to identify the main characteristics required from the point of view of the customer for a CRM system for the company ‘Antojos Saludables’, so that it will present a characterization of the clients or potential clients of the company and the expectations and perceptions of technological infrastructure issues such as security of online transactions, favorite means of payment for online purchasing, most used applications on platforms of online purchasing. To finally show some suggestions about suitable strategies for designing the information system that shall support the CRM of ‘Antojos Saludables’.
Keywords: Customer Relationship Management, CRM, strategic process, information technology, organization, customers.

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Citas

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Publicado

2016-04-25

Cómo citar

Peña E., A., Mejía O., J. P., & Valencia A., J. A. (2016). Necesidades percibidas por los clientes de un sistema CRM en empresas de compra online. Maskana, 5(Ed. Esp.). Recuperado a partir de https://publicaciones.ucuenca.edu.ec/ojs/index.php/maskana/article/view/719