LAUSR

The constant development that companies have worldwide has allowed the generation of new technological processes that facilitate interaction with customers, this article aims to analyze the importance of using customer relationship management in companies and how it influences positively on business growth. For this research, a bibliographic and documentary study of scientific articles, theses, books and newspapers, published in virtual and physical databases of a specialized marketing nature, was used, which generates a significant contribution, in addition to which an analysis has been carried out. of these inductive studies, that is, it has gone from the general to the specific theoretical analysis of the application of customer relationship management (CRM). The companies that use CRM have managed to obtain a commercial balance, have even managed to increase sales, loyalty customers according to the studies carried out, the use of CRM together with the relational, experiential marketing strategies and the use of Key Account Management which is the key account management that allows generating added value and customer satisfaction.