Challenges and Perspectives in the Implementation of CRM in SMEs: A Case Method Approach in the Peruvian Context (#539)

Authors

Villena Presentación, Ricardo

Garro Velasquez, Melany Margarita

Garcia Janampa, Leydi Paola

Andia Valencia, Walter

Luján Ruiz, Roger Orlando

Arpasi Pancca, Rudy Alvaro

Montoya Cárdenas, Gustavo Adolfo

Abstract

This article addresses the vulnerability of small and medium-sized enterprises (SMEs) by pointing out factors that could affect their performance, such as technological and budgetary constraints. However, it highlights the initiative of many SMEs to seek to strengthen themselves through applications such as Customer Relationship Management (CRM), essentially used to improve the business relationship with customers. The study focuses on identifying the challenges faced by SMEs when trying to improve their performance through the implementation of CRM, using the case method, based on semi-structured interviews with executives of two Peruvian SMEs, to understand in depth their perspectives regarding the use of CRM and a survey of 34 companies through a questionnaire that was validated by experts to compare the results obtained. The results indicate that there is motivation to adopt commercial tools, such as CRM; however, the need to complement this application with additional policies, such as marketing programs and technical support, among others, is recognized. Finally, the importance of a careful evaluation of resources and the behavior of both management and personnel is highlighted to achieve success in the adoption of these applications.