In the competitive enviroment surrounding today's business , where customers are overdemaning and margins tend to decrease, the organizations face the need to create new products and servicies, and to achieve being more efficient in their processes.

That's the reason why corporations should focus in their most valuable asset, Customers. Aspects such as market share, or sales volume step aside and leave the center of the scene to retention rates, news customer's costs, cicle of life of the customers, and uppermost, its value for the corporation.

For the last 30 years, we've been moving from a massive market culture of few products towards a multi-product dynamic customized market to fulfill the specific requirements of individual Customers.

Customers have choices. Lots of studies have demostrated that long term fidelity is only achieved with highly satisfied Customers.. Why is so important fidelity? Becuase the cost of gainning a new Customer is higher than holding an actual customer. Market analysis indicate that the cost of getting a new Customer is near 5 to 10 times greater than holding and actual corporate client.

The CRM does not see customers as a massive market or anonimous transactions, but as individuals with different strokes, needs, problems and preferences. By getting harder every tine to differ between products by cuality or price, Customers will tend to buy from supplier that hears their needs, answers quickly with the right information and supplies an outstanding service. The Customer Relationship Management is one strategy which aims to stablish and hold long term relationships with the Customers.

To install a CRM strategy one most have a techonological platform that provides an integral vision from the interactions with the Customer, from the identification of the prospect to the classification, closure of sale, order fulfillment, support and customer servicies. This allow to maximize margins and Customers hold.

Gather, store and brief the information in a useful manner is the best way to deeply know and understand the Customers. Minning information about the actual and potential Customers, a corporation can quickly react to the business enviroment changes.