Analytical CRM in Customer Loyalty within a Company

The objective of the study was to identify the improvements provided by an analytical CRM system in fostering customer loyalty within a company. The method employed was qualitative, using the PRISMA methodology. Regarding the results, they respond to the stated objective, revealing that in most of the reviewed articles, the authors found that the application of loyalty strategies enables companies to improve profitability. Likewise, it was found that this tool enhances customer satisfaction and loyalty. Concerning CRM implementation, the forty analyzed articles identified various actions and procedures that contributed to fostering internal customer loyalty. In all cases, the studies emphasized that highlighting product benefits, along with the positive treatment provided by employees, facilitates the acquisition and retention of new customers in the short term. With respect to the most commonly used tools, SugarCRM and Salesforce were identified as reference platforms. CRM systems allow companies to collect and analyze customer data to personalize offers, enhance customer experience, and anticipate needs. This strengthens the customer–company relationship, increasing satisfaction and loyalty. A key finding indicates that effective CRM use can increase customer retention by up to 27%. Furthermore, it facilitates segmentation, automation, and post-sales follow-up, thereby improving loyalty and reducing the costs associated with acquiring new customers.