This market He is dead, but we refuse to bury him, because it is what we hacer. Mass marketing continues and will continue forever. But the difference will be marked by the individualization of the relationship with customers. Today’s niche is the individual. To do so we must implement strategies of relationship marketing, which is now within the reach of any company large or medium-sized, even small, thanks to the new technologies of information, efficiently and intelligently managing the databases of customers, from a system of interactive contact. In other words, from a modern Contact Center or contact center. Why if it lacks Call center, the client will be exposed to widespread treatment. Save in the exceptional case that the officer on duty, identify, learn, recognize, differentiate and interact intelligently, the relationship will be impersonal. A contact center doesn’t have to be a large Department with hundreds of booths, or a costly outsourcing. In fact if your database to work small, enough with the exclusive dedication of a single person, supported by integrated, and possibly with a simple excel sheet with a computer and a phone. The important thing in this case is the strategy. Before technology strategy. Now that if your database is several hundreds or thousands of records and clients at the same time have different options and do multiple transactions in periods relatively short, since it must rely on multiple tools to the modern Call and Contact centers offer today. Apply the CRM and one-to-one marketing strategies, is an obligation of every company that wants to survive in today’s competitive market. Increasingly clients are more demanding and want to be served in a timely, agile, personalized and intelligent. This may be the reason why the contact center industry has developed in a vertiginous way. 72% Of American companies use the system either internal or via outsourcing. In United States 11 billion equivalent to 6 people. 1% of the population economically active, working in call and contact systems centers. 23 They already operate in Mexico. 000 centres and in Bogota, approximately 300 companies already have their own system. WHERE YOU START CRM FROM A CONTACT CENTER? This is the question that most often make me as a consultant for the implementation of contact centers. As all innovative project, a system of contact center generates opposition within the Organization: the fear of change. The general manager is often the interested because he has heard, he has seen or studied the subject. The marketing division, except for companies consolidated with clear addressing toward marketing, tends to oppose because he doesn’t believe in the program. The truth is that fear comes from ignorance about the CRM. Once embarked on the road, it is precisely the marketing department, the main driver. Indeed, he is responsible for the strategic, processes and mechanisms to implement with the new tool. Shortly after, the marketing division can not live without the contact center. Other opposition comes from sales: we are to be replaced by machines. Is He sometimes opposed the systems Department. And obviously the principal comes from the financial, which does not understand for what they are going to spend so much money. I have visited hundreds of companies of the Mainland to promote the implementation of the Center d President of Metta Consulting Group S. Consultant in CRM.