| Summary: | We live in times of change, where every day it is necessary that organizations and SMEs are more competitive and where the use of CRM strategies to retain customers and build loyalty not only enable organizations to achieve their goals of generating profit but they also to engender a sense of belonging to the company by clients, customers, vendors and employees in general. In this study we used a methodological design to define the type of research to develop, employing theoretical and empirical
methods. An analysis of data, interpretation and hypothesis testing were carried in the research work. Important conclusions were reached that SMEs in the town of Milagro must implement CRM strategies aligned to customer needs, thereby creating a sense of belonging and loyalty among customers to the brand, product or organization and recommendations for carrying out our proposal can be a great contribution to the existing problem is the small and medium enterprises to offer their products to trade.
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