ANALYSIS OF THE RELATIONSHIP BETWEEN THE DEGREE OF INTRODUCTION OF CRM AND THE BENEFITS OF THE COMPANY THROUGH ORGANIZATIONAL PERFORMANCE AND BUSINESS INNOVATION

摘要

Customer Relationship Management (CRM) systems are a business management technology solution, whose main objective is to achieve critical management information for business decision-making, from the point of view of all the hierarchical levels of an organization. For this reason, these information systems, along with others such as Enterprise Resources Planning (ERP), are one of the technological solutions that has aroused the most interest in recent times. This interest is derived from the clear evidence that the implementation and use of CRM systems in the company generates benefits in the areas o sales, marketing. and services. However a CRM system can be used to a different extent within a company, since it has different modules and functionalities, which can be activated or not, and used to a greater or lesser extent. Therefore, the benefits generated by a CRM may vary depending on its degree of use.