Currently, the success of organizations depends on the relationships they want to achieve with customers, since this depends on achieving a competitive advantage and achieving profitability and growth. That is why "CRM (Customer Relationship Management ) is the tool that allows putting the customer effectively at the center of the company, integrating the functions of sales, marketing, provision and customer service ".1 It is evident that today many Latin American companies are making effective use of the tool, and as in Colombia, more and more organizations are concerned with finding the necessary strategies to better understand and manage their customers, understand their needs, control and monitor all commercial management.
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