LOS SISTEMAS CRM EN EL ÁMBITO DE LA DIRECCIÓN DE PROYECTOS

Abstract

A key aspect of project management is stakeholder management, and among the various stakeholders, the relationship with the customer is of particular importance due to the intrinsic need to achieve his or her satisfaction and meet all the implicit or explicit requirements inherent in the project. Management of these relationships should be based on mutual support, cooperation, communication, synergy, commitment and other aspects in order to achieve customer loyalty. However, maximising customer satisfaction is not the sole aim, since organisations must continue to strengthen their competitiveness through a marketing strategy and establish new ways of attracting customers. It is here that customer relationship management (CRM) systems can exert a strong influence. The goal of this study was firstly to conduct a taxonomic classification of CRM systems, and then to focus on Project Management Area and the application of these Systems and their practical application within methods and tools Project Manager can use. Keywords: Stakeholder; Satisfaction; Social CRM; Communication