Implantação de sistema de CRM como estratégia de fidelização de clientes na empresa Spazio Salon Hair

This article aims to describe and analyze the implementation process of the CRM system as a strategic tool for customer loyalty at the company Spazio Salon Hair. The proposal seeks to improve internal processes and maximize profits through customer retention. The research, of an exploratory nature, was conducted through a case study, using the PDCA methodology and tools such as document analysis, interviews, direct observations, 5W2H, Checklist and Ishikawa Diagram. The results demonstrated the need for the adoption of CRM in the organization as a way to boost sales and strengthen customer loyalty to the services provided.