Importance of the Customer Relationship Management (CRM) tool in Latin American companies. A systematic review of the scientific literature in the last ten years

Abstract

The research was titled “Importance of the Customer Relationship Management (CRM) tool in Latin American companies. A systematic review of the scientific literature in the last ten years”. Thus, in a highly competitive market, companies must generate competitive advantages in order to continue growing, and this is where the CRM tool plays a very important role. To know the importance of CRM, the closed databases EBSCOhost, ProQuest and ScienceDirect and the open Scielo and Redalyc databases were investigated for the years 2011-2021 using the keywords "CRM", "Customer Relationship Management" and "Importance" obtaining 30 articles and the objective of determining the importance of the CRM tool in Latin American companies was achieved. The results found indicate that the importance most valued by companies is the ability to establish a long-term relationship with customers, segment them and generate the highest possible profitability for the company. Finally, it was possible to conclude that CRM is very important for companies that wish to establish a lasting relationship with customers, to be able to apply focused strategies for them and maximize profitability.