Chapter 1: Effective Communication Through CRM and Attention Management, in a Peruvian Public Educational Institution

An organisation’s service quality can be improved through the use of Customer Relationship Management (CRM), which emphasises listening and responding to its customers and other stakeholders to better understand their preferences, interests and concerns. The objective of the research was to address the incidence of CRM and attention management in effective communication in a Peruvian Public Educational Institution, working to do so with a sample of 174 parents of the students. The research showed that CRM and attention management significantly affect effective communication; this is because a statistically significant relationship of 0.000 was obtained. In this way, it is concluded that there is influence between the variables, concluding that effective communication is influenced in 83.9% by CRM and customer service management.