The technical aplication of crm in the retail sector during times of recession: The caseof Spain

Abstract

Recently, with the arrival of the crisis whose effects reach present day, businesses have started to realize the importance of knowing their present and future client base better. The technical application of CRM, with the current economic instability, attaches an essential strategic importance to the relationships between businesses and their clients. Taking from a sample of 50 Spanish Retail Businesses it is demonstrated that those businesses that are more client oriented have had to change and innovate to keep earning their client's trust. © 2012 Springer-Verlag Berlin Heidelberg.