Track: Business Management

Abstract

In recent years, small and medium-sized enterprises (SMEs) have not implemented Customer Relationship Management (CRM) because they consider it a high cost in which they should not invest, or if they are implemented it is done without respecting the necessary procedures. In addition to highlighting that the pandemic has encouraged SMEs to use technologies at their disposal to be closer to customers. The objective of this research is to identify what are the appropriate procedures for the implementation of CRM tools in SMEs. The study population was 70 articles which were selected through filters and criteria. The results support the role of Electronic CRM (e-CRM) and Social CRM (s-CRM) into the SMEs effectiveness for the business processes. It should be noted that the benefits obtained are broad, for example in the e-CRM, an efficient database will be obtained to attract new clients and retain them. While in s-CRM, it covers engagement achievements, customer satisfaction and increasing brand visibility (branding). The value of this work may be applied to obtain greater efficiency in its use, as well as to identify critical factors of these tools for managing improvement.