Importancia del CRM como estrategia de fidelización de clientes en entidades bancarias
Valencia Sánchez, Annie Carolina
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This document has as orpuse to make known CMR importance like financial consumers loyalty estrategics. For this porpuse it was made a bibliographic review from 2011 to 2020 using SCINCEDIRECT a SCOPUS databases it was found that banks interact in a globalized world where should they focus their efforts to estrategic´s creation o resourse oprtimization do it value to financial consumers. The CMR has become in a key tool for achive objectives through dates´analysis, market requirements, giving effective answers through innovative products and a better services to final score build lasting relationships.The CRM like strategic has to incluied T.I., and human resourses from all organization to be fundamental part of the process support of technologies. It was decided to global world at defferents country banks was implement the CMR throuugh a strategic process undestarding the importance to organizations and like final score the costumer loyalty.