Benchmarking as a determining factor in customer recruitment.

Hello dear members of this community, management issues are increasingly relevant in this globalized world and that is why today the companies that provide services seek to stay ahead with tools that allow them to capture as many customers as possible and this is where the Benchmarkin plays a key role in this recruitment.

The problems that companies face worldwide, in terms of organization and operation, are in a constant dynamic, which forces small and medium-sized companies to opt for changes that allow them to remain in a changing market environment. Venezuela does not escape from all this situation, due to the fact that it experiences constant price changes at the level of inflation that day by day faces a constant increase, which limits the level of investment, as well as the changes of personnel and updating of techniques or tools that allow them to be in a dynamic that gives them an ease to face certain situations immersed in the company.

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Benchmarking represents one of these tools, since it provides strategies that allow the identification of the best keys to success of the company, whether worldwide, national or local, so that by implementing them in the organization, it can become a leading and competitive company within a changing and global market in which business organizations currently have to face. Its expansion is due more to the success achieved by some companies that have used it as a management tool, and to its relationship with the total quality movement, than to the scientific defense that some academics may make of its use.

Similarly, according to Casadesus (2005), benchmarking

''is a technique to search for the best practices that can be found outside or sometimes inside the company, in relation to methods, processes of any kind, products or services, always aimed at continuous improvement and fundamentally oriented towards customers. It is a systematic and continuous process to evaluate the products, services and work processes of organizations that are recognized as representatives of best practices, with the purpose of making organizational improvements.

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On the other hand, the application of benchmarking in the company represents a relevant importance in relation to the presentation of low sales, since this trend helps to undertake about oneself and others, the purpose is to include a reference to comparisons and changes, which generates greater advantages for both customers and owners of the company in this local case, It increases the possibility of satisfying the needs of the clients, in a correct way and from the beginning. Among the causes that could be presented in such an organization is the work performance and the lack of interest, which could affect us as a company bringing consequences such as lack of clients, fines and even closing of the establishment. Small organizations do not escape from this situation that day by day forces them to face, not having as a priority the updating of techniques and tools that give them the opportunity to change different methods used, preserving old paradigms that do not allow them to advance in the development of their activities.