The crossed economic crisis during the past few years at world-wide level, had not felt from the years 80s and still it does not know for sure that it is going to happen. Therefore the organizations must take effective actions looking for to survive in these conditions money changers of the external market so. Although the crisis has touched the doors of the great Multinationals, they are the companies SMEs that confront the majors at the moment challenges, because these organizations easily can be undercapitalized if the balance between the supply and the demand does not balance quickly. The challenge for companies SMEs is to maintain his you eliminate, learning to sail through the turbulence. CRM (Customer Manager Relationship), is a tool that understood well implemented, it could be the solution of many companies because it allows: To know more the businesses established? To identify the best clients and therefore to concentrate itself more in these? To work more indeed, without being worn away? To focus the efforts in the profitable activities? To obtain the Loyalty of the clients Characteristic of the SMEs companies SMEs, are a heterogenous group because they are located in different sectors such as: electrical, construction, textile, phamacist, etc.
In agreement with Carson (1995) the SMEs have compared very different characteristics with the great companies. The main differences can be summarized thus: Operating range: The market of the SMEs is generally local or regional? Style of leadership: The SMEs are generally companies familiar or managed by a single person. Companies SMEs are managed generally by the owner, therefore the decisions are concentrated in a single person? Size of the market: The participation of the SMEs in the market is generally very small, very have reduced percentage of the great cake..