Propuesta de Estrategias de Marketing Relacional con aplicación en Customer Relationship Management (CRM), para el posicionamiento de la Empresa Farotex de la ciudad de Riobamba, periodo 2016-2017

Abstract

This research named “Proposal of relational marketing strategies with the application Customer Relationship Management (CRM)”, for the positioning of FAROTEX Company in Riobamba city, period 2016-2017, its purpose is solve the deficient process of database management to improve the control and information management in order to design a better customer service processes. A market study was carried out to achieve the main objective where the current situation in customer management processes was analyzed through an interview to the manager, and a survey applied to customers to find out their opinion regarding different parameters concerning about customer service received from the company. During an internal analysis it was determined that the main weaknesses of the company took up in the lack of communication in virtual media, the company does not use CRM and digital marketing strategies which allow a better communication. Based on the information obtained in the research, the proposal was designed according CRM strategies, customer loyalty, digital marketing and direct marketing that include different tactics to give an effective solution to the current problem of communication with the clients. The use of the CRM system is recommended to maintain a persistent update of the information in the database of the clients.