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Evolution of the Technologies Used for the Customer Relationship Management CRM

Abstract:

Since the insertion of CRM in companies, positive effects had been generated in the management of the relationship with customers, due to the influence generated by the inclusion of updated technology as a strategy to improve service and customer service. With these statements, the research presents the historical evolution of the technological tools used in customer service, to establish those that still predominate and may remain in the future, due to their utilities and benefits. For this, the research develops a study with a historical approach of these technological tools to know which ones were used in the past, present and future, and thanks to the contribution of several authors, establish the advantages and disadvantages of each one. As a result, it is evident that the tools used in customer service in the past are still indispensable in the present, however, their permanence depends on their evolution, and until then, the most representative ones are the internet and social networks. Finally, for future customer service, systems and models that involve quality as an essential factor. In conclusion, the first findings show that the customer service of the past lacks enough technology to sophisticate the services provided to customers, but the recurring technological evolution provides greater benefits with possible competitive advantage.