Business practice report carried out at Sergeng Ltda.: Strengthening commercial communication and customer loyalty through the implementation of a CRM system.

Abstract

Sergeng Ltda., a Colombian company in the cleaning, security, and maintenance services sector, managed its business relationships using manual and disparate tools that led to scattered information, slow response times, and poor traceability in customer interactions, therefore, the objective was to implement a Customer Relationship Management (CRM) system, specifically the Zoho CRM platform, as a strategic tool to systematize business processes, centralize customer information, and improve the company's customer loyalty mechanisms, the methodology comprised four phases: an initial assessment of existing business processes through interviews and direct observation, a comparative evaluation of available CRM platforms, the configuration and customization of the selected system, and a pilot implementation with a representative sample of the customer portfolio. As a result, preliminary indicators from the pilot showed a number of improvements in the average response time to customer inquiries, in data centralization, and in the sales team's adoption rate of the platform, experience shows that the adoption of digital tools in SMEs requires both technical implementation and appropriate management of organizational change and user training, aspects that determine the sustainability of the CRM's impact over time.