CRM as a tool for customer service in the organization ABSTRACT The service is the fundamental experience that takes place in the contact between the organization and the customer. From the adequately perform of this relationship depends on or loss of a customer. Therefore, it is imperative that organizations visualize the service as the essential element in which lies the very meaning of their existence and relevance. The service in the organization essentially seeks to satisfy those needs that the client has, which is why we can say then that the lack of demand for services does not allow organizations to develop projects that revolve around it. In this article, we present an analysis of the relationship between CRM and Customer Relationship Management (CRM), which has been developed in order to improve customer satisfaction. An important tool to make an impact on the services provided by the organization. KEYWORDS: CRM ; Customer Service; Quality of Service. ...